January 2007

Network PR goes to work in Second Life

With its understanding of new and social media, and the digital communications space, Network PR was well placed to gain media coverage when its digital services client, Hyro took a strategic presence in the virtual world of Second Life.

Hyro (www.hyro.com.au) is Australia’s largest and most experienced digital services company and is constantly on the lookout for talented new creative and IT staff.

Second Life (www.secondlife.com) is a 3-D virtual world entirely built and owned by its residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by a total of over 4 million people from around the globe.

In an effort to attract the most savvy web designers and programmers, Hyro decided to purchase an island and create a virtual headquarters in the internet-based virtual world Second Life.  The four-level complex contains a purpose-built recruitment centre that Hyro will use to attract potential employees for its real-world offices in Australia, New Zealand and Thailand.

To support Hyro’s initiative Network PR combined a wires media release with selective pitching to key media targets.

This resulted in extensive media coverage in primarily tech media - the main media targeted.

Freelance journalist Brad Howarth was given the launch exclusive and his article was an excellent piece that covered the opportunities afforded savvy companies by social media such as Second Life.

As part of the launch program Network PR’s Account Manager, Jessica Maxwell, became the first PR person in Australia to run a virtual media interview in Second Life. 

She, along with Hyro COO Richard Lord and journalist Liz Tay created avatars (virtual representations of themselves), went to Hyro’s island and had a comfortable interview in Hyro’s specially constructed ‘Beach Media Room’.

“There’s so much happening in Web 2.0 at the moment that it’s important to understand what is useful and of value and what is not likely to work” said Geoff Hoddinott, Network PR’s Business Technology Account Director.  “Clients are starting to look to their PR agencies for advice and assistance in leveraging this new field.”

See Second Life Campaign  

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Network PR optimises brand appeal by matching messages to individual markets and mapping a communication ‘Network of Influence’ to ensure messages are delivered with clarity & credibility