NEW YORK—Affect, a public relations and social media firm, was selected by IDentity Theft 911, the nation’s premier identity management and data risk management services provider, to serve as its public relations agency of record. Affect will work with IDentity Theft 911 to further increase the company’s visibility among consumers and business owners, promote its position as an industry resource for identity management and data protection, and highlight the expertise of the company’s leadership.

LOS ANGELES—LuxeYard, an online curator of luxury living and style merchandise, has retained The Pollack PR Marketing Group as its agency of record. PPMG activities will include ongoing media relations for business, tech and fashion/style industry publications, as well as consumer-facing media outreach to increase brand awareness and establish the company’s CEO, Braden Richter, as a thought leader in the fashion and tech industries.

PINEHURST, NC—Slammin’ Sam Beer Company, the maker of Slammin’ Sam craft-brewed premium American lager, has partnered with Buffalo Communications for a public relations and social media program. Buffalo will secure publicity about Slammin’ Sam in print, digital and broadcast media covering golf, beer, hospitality, sports, men’s interest and general lifestyle topics. The brand will also be aggressively promoted through popular social networking channels.

PALM BEACH, FL—Luxury shopping destination, Worth Avenue Association, has retained MRL Communications, a marketing firm specializing in the fashion and luxury industries, to position the Worth Avenue brand for growth.

NEW YORK— New York-based entertainment and lifestyle public relations firm Susan Blond has been retained as agency of record by Morrissey, a solo artist and front man of the iconic 80s band The Smiths; the Correctional Association of New York; Avianne & Co., a leader in custom jewelry; The School of Audio Engineering; and L’asso, a New York restaurant with two locations in downtown Manhattan.

NEW YORK—Imagine Communications has been named the public relations representative in the United States for Ellenborough Park, Cannizaro House and the Draycott Hotel—three luxury properties in England.

CHICAGO—Culinary PR specialist Henson Consulting has added Giordano’s Pizza, maker of Chicago’s famous stuffed pizza and a Windy City institution since 1974, to its client roster,

ATLANTA—Arketi Group, a high-tech business-to-business public relations and digital marketing firm, selected the National Down Syndrome Congress as its new pro bono client. Arketi will execute strategic public relations, digital marketing and brand development activities for the remainder of 2012. The plan is designed to drive greater visibility for the NDSC and its efforts, both surrounding and following its annual convention.