WALTHAM, MA—Racepoint Group, the public relations unit of Larry Weber’s W2 communications group, is launching World 2.0, a new practice that works with corporations, countries and NGOs to establish on and offline dialogues and communities. World 2.0 helps clients communicate more effectively in the context of 21st century issues such as poverty, education, health, economic development and the environment.
“The advent of digital technologies has radically altered the communications landscape: citizens and organizations are able to engage in global and real-time dialogues about issues that impact society,” says Weber. “Organizations that cultivate and participate in these dialogues will shape the future of the world. Our expertise in digital media and in leveraging technology in communications makes Racepoint World 2.0 the perfect partner for progressive thinking and acting companies, countries and NGOs.”
According to Weber, the rise of globalization and transformation of the media into a 24/7 social platform are driving a major shift in the way people think, act and associate with one another. Average citizens are actively shaping how companies go to market. In response, corporations are shifting from a product-centric mentality to one driven by corporate responsibility and are increasingly engaging with a diverse set of stakeholders: employees, communities, shareholders, customers and governments. These same forces are also driving governments to act more responsibly and responsively.
“Social assets, which bring together knowledge and human assets, are the most differentiating assets for competitive advantage in today’s highly dynamic world,” says Mark Fuller, chairman of management consultancy Monitor Group. “Racepoint Group’s World 2.0 practice is completely aligned with Monitor Group’s approach and vision about how countries and companies can advance themselves in a competitive and socially responsible manner.”
Racepoint’s World 2.0 practice offers clients strategy, media and content services including positioning and messaging, thought leadership, issues and crisis management, and the full spectrum of media relations and writing services. Through its parent company, W2 Group, Racepoint is able to access and leverage platforms for grassroots campaigns, social networking and mobile communications, and blog tracking and monitoring tools.
World 2.0 clients will have access to a network of senior-level strategists including Weber, Fuller, and Racepoint executive vice president Peter Prodromou, who will head up day-to-day operations of World 2.0 with other team members based in London and Washington, D.C.