NEW YORK—Text 100 International, the global technology public relations firm, established a presence inside Second Life, a virtual world in which people can interact, create, educate, play, and work in a 3-D environment.
The Text 100 Second Life office is being opened as the consultancy is celebrating its 25th anniversary and will initially serve as a meeting place for employees before the general public is given access the week of August 21.
“When I first saw Second Life I was compelled by what had been created,” says Aedmar Hynes, CEO. “Once I understood how the generation that has grown up with technology as their primary means of communication was using it, I knew we had to get involved and fast. The evolution of Second Life—and its community of ‘digital natives’—provides an intriguing insight into how public relations will change in the next few years.
“I don’t think any of us can be sure where this revolution is going to take communications but I do know that I want Text 100 to participate in that change.”
Text 100 will work to advise clients on the ways in which Second Life can benefit their businesses by facilitating virtual press conferences or providing new ways of demonstrating products to employees or customers. The virtual office will also provide benefits to the Text 100 staff, allowing them to view training sessions within the virtual world.
“We view virtual worlds as the next stage in the evolution of peer-to-peer media like blogs, wikis, social networks and other online forums,” says Georg Kolb, executive vice president and leader of the peer media practice at Text 100. “Having a presence in Second Life will enable us to explore, innovate, educate and collaborate on a next generation communications platform.”
The Text 100 Second Life office has three sections: a welcome center, amphitheater, and information center, and avatars are able to fly between the different areas. Screens throughout the office will be used for slide shows or video streams. The information center will also showcase Text 100 client work, news, and office contact information.
Text 100 is believed to be the first PR agency with an office in Second Life.