REDWOOD CITY, CA: After more than a year without a PR agency or much media interaction, BroadVision has tapped Text 100 as its global agency of record to help it break its yearlong silence.
The company, which develops portal software that lets employees access data and applications via the web, had kept quiet to focus on its finances.
"We had some internal priorities to address," said Cindy Morel, senior director of corporate and field marketing. "We needed to address our profitability goals, and we needed to retrench around our strategy. It was an appropriate time for us to pull back, and make sure we're rebuilding the company. We've done that. So now it's appropriate to engage the media."
After a few profitable quarters, BroadVision began looking for an agency. Morel said Text 100 had the depth of hi-tech knowledge and portal and web-application experience it was seeking. BroadVision's previous agency was OutCast Communications.
Text 100 will help BroadVision with media outreach, particularly to the trade and vertical press. PR will play an increasingly important role to reach market influencers, ranging from the media who reach prospective customers to BroadVision's current customers, whose success stories could help articulate the value of the company's services.