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科闻100:利用Secondlife进行公关顾问创新的第一家

[日期:2007-05-14]
科闻100(Text 100)是什么?对于刚开始了解它的人来说,科闻100是一家技术公关公司,但又决不是一般意义的技术公关公司。科闻100(Text 100)也与科技领域外其他众多行业的许多公司携手并进;其客户均为依靠技术优势取得成功的进步的公司。科闻100面向全球,广招人才——有多国工作经验、跨越多种技术领域的人才。
20多年来,大大小小的技术公司都找到科闻100(Text 100),寻求提升公司业绩。在科闻100,您找不到人云亦云的人。您将发现,这里每个员工都兢兢业业,与您共同分享对技术的热爱和对成功的执著;您将发现,这个公司不断创新,关心您的客户,并使您的业务增值。您将发现,这个公司自律性强、勇于创新,能够协助您在与对手争夺“头脑份额”的竞争中取得胜利,从而超越竞争对手。
1981年成立于英国
全球排名进入前20名
是经验丰富的技术公共关系专家
在全球有25 家分支机构
拥有众多荣誉
业务范围:
科闻100(Text 100)围绕着实际运作来组织各项服务,从核心媒体和分析师关系到战略性咨询服务,后者包括世界各地的资深专家所提供的高价值咨询产品。
媒体和分析师关系运作
媒体关系是每个公共关系公司的核心服务内容,其基本的组成部分是对媒体运作有深厚的了解,并且与关键记者和编辑保持稳固的关系。最终,媒体宣传量是衡量媒体关系的最重要的量化标准。其中,为支持客户特定的商业目标而设计的针对目标受众的标题、引言和消息是非常重要的。
为了取得所期望的结果,科闻100 (Text 100) 努力维持与媒体和分析师的关系。我们采用 “实时新闻管理” (active story management) 的运作方法。在该运作中,我们时刻保持与指定记者的对话,以确保客户所强调的关键信息在最终结果中得以表达。无庸赘述,靠高压强制的手段达到目的是不可能的;真正需要的是全面的信息,有说服力的对话,以及通过增加事实、数字及第三方的独立认可,使我们所需要的新闻故事具体化。
具体服务包括:
编辑日历追踪
大型活动管理
关键信息的制定和新闻角度发掘
媒体培训
新闻夹的准备和更新
新闻办公室功能
产品和客户的关系
思想领导者项目,包括讲演项目管理、署名文章、评论、白皮书以及讲演稿的撰写
企业公关
科闻100(Text 100)创造了由其最富有经验的咨询专家提供的“远程运作”,以使客户能够随时获得世界各地的专家意见。科闻100(Text 100)的企业公关实务跨越各种公关领域提供运作蓝图,并根据每个客户的特定需要量身定制成具体服务。
科闻100(Text 100)的企业公关实务提供贯穿以下领域的专家服务:
公司首席执行官的形象管理
公司和行政人员的声望管理
公司形象定位
危机管理
企业内部公关
讲演训练
关键信息制定
公关计划与效果度量
远景目标研讨会
全球公关咨询服务
科闻100(Text 100)是一个名符其实的国际公关公司,其经验丰富的工作团队在世界各地进行运作,基地在欧洲,母公司设在伦敦,首席执行官在美国旧金山,策略方法在澳大利亚形成。正因为如此,我们对如何成功地操作区域性和全球性公关活动持有独特的视角。
科闻100(Text 100)的国际咨询业务(ICP)在以下三个关键领域支持地区性和全球性的客户:
结构
全球公关咨询业务通过为客户选用最适合的模式来开发国际交流网络。我们为新的或现有的网络增加价值,无论该网络是由公司内部的公关部门、公关公司、还是二者结合组成。
关系
国际广播和平面媒体、在线信息提供者、分析师、及技术活动的组织者是强有力的宣传造势活动的关键要素。然而这些要素需要特别的关系建立才能运作,这是本土公关公司无法做到的。
定位
国际技术公司需要在充满文化气息和多元化运作的环境提升品牌价值。全球公关业务的各项服务专注于传送最有效的信息和定位,以确保地区和当地的结果都符合商业目标,并保持一致性。

Text 100 launches in Second Life

Our client Text 100, an international PR firm, has opened up their virtual office in Second Life. The news was picked up by PR Week (subscription required), and Georg Kolb of Text 100 had a few words to say about it on his blog. Right now the sim is reserved for use by clients and internal staff, but I believe it should be opening up to the public in just a few weeks.

As Georg writes, “we think it offers interesting new possibilities for education, innovation, collaboration and marketing. E.g. we will use our Second Life office for internal trainings where we can make our best trainers better available globally. Using the three dimensions of the virtual world we can also enrich any kind of online meetings for our clients. E.g. they will be able to use our office to hold press conferences. Or they could use it to solicit feedback on a new product design from users. Or they could pull a global work group together to hold a workshop in an inspiring environment that could be entirely customised for the topic being discussed. The possibilities are virtually (!) limitless.”

From my point of view, there are quite a few interesting things about this project. It is an important and early use of Second Life for business communication and collaboration. It is also an example of a forward-thinking company who realized that they needed to part of the world themselves if they are to understand it and advise their clients on this new technology. Lastly, the design and build process itself (which we did in collaboration with the talented Endira Udal and Rez Menoptra) was rather enjoyable because the client really wanted a build fit for a virtual world, with bold structures designed for such things as flying.

While Text 100 will be rolling out some fun things for the community in the not-too-distant future, what I wanted to focus on in this post was the importance of seeing companies use Second Life as a platform. SL is not just a big playground, although play is an important part of it. It is useful to remember that the virtual world is more than any one community or use. Text 100, like many of our other clients, is here to push the boundaries, to innovate, and to learn how virtual worlds can be effective for both its own use and for its clients. So congratulations, Text 100, on your 25th anniversary and your 31st office!

4 Responses to “Text 100 launches in Second Life”

  1. 3pointD.com
    August 8th, 2006 07:56
    1

    Nu RL PR HQ in SL…

    Public relations agency Text 100 — who came number 9 among tech consultancies in PR Week’s top 50 last year — has opened an office in the virtual world of Second Life, a project built out by the Electric Sheep Company (sponsors of thi…

  2. Georg Kolb
    August 8th, 2006 09:07
    2

    Thanks for your perspective, Giff!
    Let me just add: While we certainly had high flying ideas for our presence in SL, we needed a partner like Electric Sheep to actually make them fly. I think the sim speaks for itself. Thank you, Georg

  3. The Daily Graze Blog Archive Out to Pasture
    August 8th, 2006 10:04
    3

    […] Text100 Launches in Second Life Also posted about on 3pointD, Text100 has opened an office in Second Life. Text100 VP George Kolb says, “We view virtual worlds like Second Life as the next stage in the evolution of peer-to-peer media like blogs, wikis, social networks and other online forums.” Text100 has a few things rolled up their sleeves for their Second Life presence. [link] […]

  4. _notizen aus der provinz
    August 8th, 2006 22:22
    4

    PR Firmen entdecken Second Life…

    OK, ich wiederhole mich, aber irgendwie scheinen sich die Ereignisse rund um Second Life gerade etwas zu ballen. Gestern wurde bekannt, dass Text 100, eine der grten Technologie-PR Firmen der Welt, ein Office in Second Life erffnet. Auch hier kann…

    通过查找很容易找到


    很好的接待。


    如果你teleport过去,会到这里


来源:千家品牌实验室 
作者:
录入: David

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