ATLANTA—Text 100 International, a global technology public relations consultancy, has been selected by EarthLink to provide integrated communications counsel encompassing both corporate and product public relations strategy and tactical execution. Text 100 was awarded the account after an extensive multi-agency review process. Manning Selvage & Lee had handled Earthlink’s consumer PR for the past five years.
Text 100 will work with EarthLink’s corporate communications group to establish greater public awareness of the company, promote its Internet products and services, and manage issues relevant to its market and stakeholders. The firm will direct the program from its New York City office and a new office in Atlanta.
“Text 100 impressed us with its research-based analysis of our industry and the depth and breadth of its experience,” said Dan Greenfield, EarthLink vice president of corporate communications. “As we mark our 10-year anniversary, we believe that Text 100 brings a fresh perspective to our business and a level of strategic thinking that will help us position EarthLink to compete in a highly competitive, dynamic marketplace.”
Aedhmar Hynes, Text 100 chief executive, says that Earthlink was looking for a “more integrated approach” to its communications, and that the PR firm focused on the company’s mission of fulfilling the promise of the Internet by making it easier to use.
Hynes says that in opening a new office in Atlanta, Text 100 is following a familiar pattern in its approach to serving large clients. “We did the same thing with Xerox and Rochester,” she says, “and it worked out very well.”