Helping to tell China's tech story

CEO of public relations firm Text100 says opportunities for growth abound in a country embracing the future

A United Kingdom-based CEO is helping to lead a major effort to communicate the achievements and capabilities of Chinese technology companies to the world.

If those outside the mainland know a lot about the impact of China's Internet Plus strategy, some credit must go to the UK-headquartered Text100 Global Communications, a public relations firm that counts some of China's best-known tech labels among its clients. Text100, which is affiliated with Next Fifteen Communications Group, is a global integrated communications agency with more than 600 consultants in 22 offices worldwide.

Led by CEO Aedhmar Hynes, Text100 has informed the world about China's world-class tech enterprises. Hynes is very much aware of Chinese tech companies that have made rapid strides in such areas as innovation, artificial intelligence, smart manufacturing, virtual reality, gadgets, e-commerce and online payments.

Among Text100's Chinese clients are Lenovo Group, the world's largest PC maker; Chinese internet giant Tencent Holdings; and China Telecom Corp, which is engaged in the provision of wireline and mobile telecommunications services. Its key global accounts include IBM, Cisco, Xerox, MTV and British Airways.

The number of Chinese clients is poised to grow, Hynes says. "China is an interesting market for us, and we see a huge opportunity for our business based on China's 'new normal' (of consumption-led, services-driven economic growth). The fact that 'Internet Plus' and 'mass entrepreneurship and innovation' are two key aspects of the government's strategy is important for us, as we believe that both these aspects are also at the core of Text100," she adds.

Despite slowing economic growth, Hynes is optimistic about Text100's future role in China. "China's population size and the number of people to communicate with - both are humongous. We are only just at the beginning of our business development here. We see that not just as an opportunity for ourselves but as an opportunity for our clients in China."

She is confident Text100's operations in Beijing and Shanghai will help tell China's tech story to the world in an effective way because the PR firm has top-notch communications talent to serve the segment.

"I think we have a really strong client base, with clients that are doing innovative work, where we have the opportunity to not just do media relations but perform work related to their social media strategy, digital content and overall communications strategy. We have the opportunity to develop in this market over time," Hynes says.

The biggest challenge in China, she says, is finding the right talent continually. "It's a highly competitive market and we are very selective of whom we hire."

Communicating in a dynamic, evolving environment requires communicators who are agile and can anticipate what is likely to happen next, she says.

In this respect, Text100 is fortunate because it has always been serving the technology industry, says Hynes. "We are very comfortable with change and innovation. Our job is to stay one step ahead and make sure that we, as an agency, are also innovating how we use these technologies and platforms to provide a consistent brand experience for our client stakeholders."

During her tenure, Text100 has grown into a leader in global communications of tech companies and is a thought partner for more than 250 clients across the world.

Hynes oversees a staff of over 500 at 25 offices spanning North America, the Asia-Pacific region and Europe.

Asked about Text100's competitive edge over its rivals, she says: "Our 35-year history in technology and working with some of the most important brands in the industry set us apart from all of our competitors."

There is no other PR agency with such history, strength and capability in the technology marketplace, she says. Many other PR and communications firms that are global have strong technology divisions, but they are not all technology, Hynes says. "We are all technology."

Having been the CEO of Text100 for 17 years, Hynes has her own take from a communications perspective on the changes sweeping the global tech industry. "Communications and the way people receive information have changed more in the last 10 years than they have in the previous 50 years. The main driver of change is technology. Technology and digital are infusing every way that we receive information."

To inform "every way", Hynes says that what is required is that every tech-focused PR firm must have a good leader. "You have to have a strong vision, be decisive and be able to lead a team based on your vision. It's important to look at the notion of what makes a good leader, regardless of their gender."

From her standpoint, being a female leader in the largely male-dominated tech industry is immaterial. "I think whether a woman is the leader or a man is the leader, that is based on capabilities and skills, and not based on being a man or a woman."

The mother of four says the key to handling work and personal life calls for a proper "blend".

Hynes takes pride in that she is a role model for other young working women. "I think it's tough for young working women if they feel they have to make a choice between family and work.

I'd like them to believe that there doesn't have to be a choice. You can certainly have both, and it shouldn't feel unusual."

fanfeifei@chinadaily.com.cn