International technology public relations consultancy, Text 100 has opened its first Australian office in response to client demand for global representation. Text 100’s new Sydney office is the first phase of an extensive expansion program in the Asia Pacific region. By the end of 1998, the office will employ at least eight people providing PR campaigns in Australia and New Zealand, as well as acting as a regional headquarters for an emerging Asian operation.

"Worldwide, Text 100 is experiencing a strong increase in PR spend," said Ava Lawler, managing director for Text 100 Australia. "We’re also seeing demand for a more global approach to public relations. Australia is proving to be no different. Less than four months after opening, the Sydney office is already ahead of plan."

Text 100 Australia’s current client list includes Visio, Fenestrae and American Power Conversion. The new office has also completed project work for other organisations including Cisco Systems.

Text 100 has operations on five continents, enabling it to share the insights and experiences of more than 240 people worldwide.

Ava Lawler commented: "Clients tells us that they benefit a greater economy of scale and a more consistent service across geographic regions. By focusing on technology and its related industries, as well as utilising the most recent international public relations methodologies, we can offer a more intelligent public relations approach to key audiences.

According to Visio’s sales director for Australia and New Zealand, Angus Robertson, Text 100 was selected as its retained PR consultancy from a shortlist of Australian and international PR agencies in February because it had a much better understanding of the company’s business.

"We spoke to a number of the major PR players in Australia before partnering with Text 100. The company’s expertise really made it stand out from the crowd. They had utilised their international network to share information and ideas and this gave Text 100 a level of understanding above its competitors," Robertson said. "Their PR plan was the best match for our business and the results have proved that we made the right choice."

Extensive IT PR experience in Sydney office

Managing director, Ava Lawler, is an expatriate Australian with almost a decade of PR experience in Australia, the UK and South Africa. Ms Lawler was formerly the managing director of Text 100’s South African operation. Other new staff hires include Andrew McGregor as associate director and Kira Armstrong as account executive. Mr McGregor, formerly group manager at Recognition Public Relations, has more than eight years local IT industry experience, while Ms Armstrong is a former employee of Bird & Hill.

According to IDC Australia, the local IT industry is experiencing 9.9 per cent annual growth. This growth is attracting a number of established international organisations, as well as organisations keen to take advantage of the country’s recently deregulated telecommunications sector.

Matthew Ravden, Text 100’s regional director for Asia Pacific commented: "Australia is an important market for Text 100, both as a geography in its own right and a bridgehead for subsequent expansion into the Asia Pacfic region. The country is renowned internationally as an early adopter of new technology, and it has sophisticated IT and PR communities supported by a mature media industry. Global or not, we know we can't march into places like Australia and expect to succeed on the basis of our brand and reputation, which is why we're investing heavily in local skills and the very latest business technology."

Text 100 now has 18 offices spanning the globe, all of which are wholly owned subsidiaries specialising in the technology industry. Each office aims to be the premier provider of technology PR in its market and is linked through technology and methodology to every other office. In this way, Text 100 shares its strong PR methodology across geographic boundaries while recognising and retaining the cultural needs of the media and its clients.

About Text 100 globally

Text 100 Group is a global PR consultancy serving the technology industry. The company’s clients include Microsoft, BT, Compaq, Orange, Samsung, Xerox and Gateway 2000. Text 100 was founded in 1981, employs over 240 people and has offices situated throughout Europe, Africa, South Asia, Australia and USA. Additional information about Text 100 and its services can be found at www.text100.com.