Sony Professional Solutions begins search for new PR partners

Sony's professional audiovisual technology arm has commenced talks with various agencies as it seeks further business-to-business support.

Chemistry talks were held by Sony Professional Solutions with several PR firms earlier this month, coinciding with a major shift in the company's comms approach, which will now include an enhanced focus on digital and insight, reports PRWeek.

The incumbent agency on Sony Professional Solutions' UK and Europe account is Bite Communications, which is involved in the current talks.

Providing technology such as video cameras, microphones and displays to business customers, the success of this division of Sony will be instrumental in helping the Japanese electronics firm in bouncing back from a difficult few years.

A Sony spokeswoman said: "After five years of good collaboration with our current agency, we are keen to make sure we continue to work with the best people and talent."

This comes after Sony recently handed consumer-facing PR briefs to Shine and Fever in recent months as it prepares for the launch of its new PlayStation 4 games console.