SAN FRANCISCO: Text 100 is opening up new offices, and creating practice groups to position itself ahead of the hi-tech recovery curve.
When the hi-tech industry does recover, CEO Aedhmar Hynes wants Text 100 to be seen as a firm that can provide communications and business value.
To that end, Text 100 will open offices in Beijing and Denmark in January.
The firm will also classify its services under three practice groups: media and analyst relations, corporate communications, and international consulting.
"The tech market is undergoing a change," said Hynes. "Tech companies need to create greater value for their technology, and raise the bar for technological advances. The PR market will change in line with that. We don't want to wait for the tech industry to spend again. We want to be ready when they do."