BlackBerry Consolidates its Global Public Relations with APCO & Text 100

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BlackBerry has been working with 20+ Public Relations agencies around the world until recently. For over 10 years they have been using Brodeur in North America along with other large agencies around the world. Heidi Davidson, SVP of BlackBerry, has really been focusing BlackBerry’s PR and turning things around for the last year or so. The latest change is consolidating 75-80% of their global PR work with APCO and Text 100 with the remaining 20-25% still going to other firms.

Davidson had the following to say about the change:

“BlackBerry made the decision to embark on an initiative to evaluate our public relations agency partner support model around the world. Our goals were to ensure we are partnering with the most creative and proactive public relations agency partners and to consolidate the number of agency partners globally,”

The account is estimated to be worth about $10 million which is a nice chunk of change. It should be interesting to see how this changes BlackBerry’s public relations for the better or worse now that BlackBerry 10 is out in the market. You can check out the rest of the story at PRWeek.

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