FOSTER CITY, CA: Sony Computer Entertainment America hired Voce Communications and Access Communications to work on its PlayStation business, following a competitive review.

SAN FRANCISCO: FICO, best known for its credit scores, has restructured its global agency relationships to more strategically position the company to consumer and b-to-b audiences.

DENVER: Quiznos hired Shift Communications as consumer AOR, effective January 2010.

MINNEAPOLIS: Best Buy has issued an RFP that would consolidate, and expand, the agency PR work around its two holiday campaigns.

WASHINGTON: Toyota's appearance at a series of Congressional hearings this week has already resulted in some much anticipated testimony, with industry insiders pointing to a practiced communications strategy to groom the automaker's top two executives testifying.

Dawn Kelly, VP and account team leader for global communications at Prudential, explains that the economy severely impacted 401(k) retirement plans and prompted Prudential Retirement to create a new model to help ensure retirement security.

RetailMeNot.com, a site for online discounts and coupon codes, sought to drive traffic. Knowing that Twitter users tend to shop online, it worked with Schwartz PR to reach its key demographic of women ages 18 and 39.

Gift of Hope, an organ and tissue donor network, worked with the San Jose Group to initiate a campaign that would engage Chicago's Hispanic community.

Unilever's Stacie Bright and Sophie Ann Terrisse of STC Associates square off over whether or not celebrities make effective brand ambassadors.

When Special K launched "Be Victorious" in January, the effort quickly drew parallels to the "Campaign for Real Beauty" by Dove.