In an effort to capture a bigger share of the burgeoning high-tech marketplace, public relations giant Rogers & Cowan announced that it has created RC 2 Enteractive Promotions, which will be based in Silicon Valley. The new outfit will provide marketing and promotional programs primarily for the entertainment, interactive and multimedia industries.

Rogers & Cowan also announced that promotions executive Joe Owens, formerly president of San Mateo-based Owens & Associates, will head the new unit as vice president and director of operations.

According to R&C president Thomas A. Tardio, the company decided to expand its operations into Silicon Valley after witnessing the tremendous growth potential in the areas of publicity and promotion.

Owens, with 11 years of promotional experience, will report to R&C exec VP Jeffrey Godsick, who heads the company’s motion picture and promotional operation. Among promotional partnerships that Owens has brokered are Sega of America with Honey Nut Cheerios, Sega of Canada with McDonald’s and PSS Home Video’s “Lost in Dinosaur World” with Fox Kids Network.