Text 100 Public Relations has announced the launch of its global resource optimisation (GRO) service, based in Mumbai. 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.
Aedhmar Hynes, CEO, Text 100 PR, said, “We are offering clients a way to optimise 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 high-cost markets to PR tactics that require local knowledge and insight of the client’s industry, market and media.”
The first GRO centre in Mumbai, led by Madhuri Sen, Managing Director-GRO, is currently focussed on three categories of services that have been identified as best adaptable to virtual teamwork that includes account administration like online campaign management, analysis, report generation, information management, etc.; content, like case studies, opinion articles, spokesperson biographies, general editing, proofing and formatting; and secondary research to support client campaigns, reviews, pitches, messaging workshops, etc.
Speaking on the challenges, Ava Lawler, Regional Director-Asia Pacific, Text 100 PR, said, “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. PR campaigns are increasingly integrated worldwide, and as corresponding level of complexity rises, clients want to maximise their budgets as much as they possibly can. With GRO, we offer clients an enhanced service and greater flexibility without an increase in budget.”
The Indian team at Text 100 PR manages clients such as Cisco, Gartner, Lenovo, Microsoft, Nokia and Philips. Since the time the GRO service was internally launched for testing early this year, several Text 100 PR clients have adopted the model.