Text 100 Public Relations today announced the launch of its Global Resource Optimization

Text 100 Public Relations today announced the launch of its Global Resource Optimization (GRO) service, based in Mumbai, India. The new service allows clients worldwide to tap into round-the-clock services and gives them opportunities for enhanced communications capabilities while lowering the cost of performing time-intensive activities.

GRO’s globally integrated communications and campaign management infrastructure allows clients to create 24/7 virtual account teams to manage time-sensitive projects. As the cost of business in India is considerably lower than most markets, clients will be able to leverage the world-class skills of Text 100’s award-winning team in India while extending their resources.

“GRO is able to significantly improve Text 100’s efficiency and quality of delivery,” said Aedhmar Hynes, CEO, Text 100. “We are offering clients a way to optimize their budgets and receive even better service by moving time intensive activity that can be done anywhere in the world to lower cost markets. The advantage to our clients is that our local teams can then devote a greater part of a budget in the high cost markets to PR tactics that require local knowledge and insight of the client’s industry, market and media.”

The first GRO center in Mumbai, led by Madhuri Sen, Managing Director – GRO, is currently focused on three categories of services that have been identified as best adaptable to virtual teamwork: a) account administration (e.g., online campaign management, analysis, report generation, information management, etc.), b) content (e.g., case studies, opinion articles, spokesperson bios; general editing, proofing and formatting) and c) secondary research to support client campaigns, reviews, pitches, messaging workshops etc.

The Indian team has the benefit of over a decade of experience with global leaders such as Cisco, Gartner, Lenovo, Microsoft, Nokia and Philips. Text 100 is the leader in technology PR across India and the first such PR agency to be CMS II (Competence Management Systems) certified by Det Norske Veritas, a globally recognized standards organization. This year it was also ranked as one of the 25 best employers in India across industries in a survey conducted by Hewitt: the only one in the PR industry to make it to that list. In addition to this list of achievements, Text 100’s track record in virtual teamwork made India a natural choice for the company’s first GRO location.

“Our industry must innovate to survive and GRO is an example of this as it challenges traditional notions about what a PR budget can buy,” said Ava Lawler, regional director, Asia Pacific. “PR campaigns are increasingly integrated worldwide andas the corresponding level of complexity rises, clients want to maximize their budgets as much as they possibly can.With GRO, we offer clients an enhanced service and greater flexibility without an increase in budget.”

Since the time the service was internally launched for testing early this year, several Text 100 clients have successfully adopted the GRO model.

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About Text 100

Text 100 is a global PR agency serving companies that use technology for competitive advantage. Built organically from the ground up, Text 100 uniquely offers the dedication of local agencies and the power and reach of a global agency, Text 100 represents leading brands in 31 offices around the world. Clients of the company include Fujifilm, IBM, Philips, Cisco, Sony and Xerox. Named New Media Agency of the Year by The Holmes Report and winner of PRWeek 's PR Innovation of the Year, Text 100 is at the cutting edge of emerging media technologies and public relations techniques. In August 2006, Text 100 became the first public relations consultancy to establish a presence inside Second Life. For more information about Text 100, please visit www.text100.com