Niehaus Ryan Named Apple’s New PR Agency

Apple Computer Inc. named Niehaus Ryan Group Inc. as its public relations agency, completing a changeover of outside marketing companies orchestrated by interim Chief Executive Steve Jobs.

Apple last month switched advertising agencies, terminating BBDO Worldwide and rehiring TBWA Chiat/Day, the firm that created a now-legendary television ad introducing the Macintosh computer in 1984. Niehaus Ryan Group, also known as NRG, replaces Burson-Marsteller.

Jobs took control of the struggling computer maker this summer and has overseen a revamping of its management and marketing. Last week, former marketing chief Guerrino De Luca resigned after just seven months on the job.

“We are very pleased to complete our new team with the addition of NRG,” Jobs said. “They are exactly the kind of strategic, entrepreneurial agency we need.”

Jobs, credited by many with helping to invent the personal computer, is struggling to reverse Apple’s sliding market share and losses. He took over as interim chief executive last week, following the July ouster of Chairman and CEO Gilbert Amelio.

NRG, founded in 1991, focuses on companies involved in Internet commerce, consumer technology and corporate information systems.

Apple shares rose 88 cents to close at $22.81 on Nasdaq.