Taiwanese smartphone manufacturer HTC is now taking a long look at its global public relations efforts, according to
a new report from Advertising Age
. The struggling mobile device maker is examining a number of the world's larger PR firms, including Waggener Edstrom and others, as it seeks to better situate its brand in the minds of consumers. The new global agency review comes just a month after the company's head of global public relations retired.
Following the departure of its head of global PR, HTC's chief marketing officer stepped into the leadership position for advertising. The company soon after rolled out its new line of commercials
featuring Robert Downey Jr.
Once the top name among Android handset manufacturers, HTC has failed to keep pas with South Korean giant Samsung. The Taiwanese manufacturer has posted quarterly losses
and seen its market share decline. The new look at public relations operations is aimed at halting that trend in the least and reversing it at best.