Just re-wrote the credentials document for Fleishman-Hillard Australia. The last one was filled with tons of useful information, but little separated it from the pack. What’s uniquely ours? How do you separate your own business, especially when there are 150+ public relations firms in Sydney alone.

Instead of traditional dialogue I used everyday language. And I added an Australian twist. Irreverence.

I remember, years ago, a Big Kahuna visiting the firm I worked for then. He’d flown from Hong Kong to Sydney and was used to being received in other offices in Asia. He didn’t understand the rudeness of the Australian staff! They were direct. Straight-forward. Not disrespectful but neither deferential. Australians are a world away when business leaders expect Asian manners. We’re not that refined. Sorry.

Here’s the section on our team:

WE’RE EACH RATHER CLEVER.

BUT WHEN YOU SEE US TOGETHER, WE’RE PRETTY SPECIAL

In a hot employment market we’ve attracted and retained the best people. And while we expect a lot from them, we give a lot, too. Like training every Wednesday afternoon. Or at a global conference – such as the Digital Immersion in Washington, DC in late 2009. Or the regional leadership conference in Tokyo in early 2010. We have an entire on-line curriculum that turns hard-won insights into practical lessons.

And we’re trying to build tomorrow’s leaders. So we keep inviting interns to work and learn. They seem to like it. They keep coming back.

Fleishman-Hillard is a great career choice. We host international colleagues who bring their skills Down Under for awhile. And we travel ourselves, too. Australia’s part of a great, big region and we’re constantly called on to help solve client issues in other cities, other countries.

Didn’t we say Australians are resourceful?

To give the text some real impact, I paired the words with images from James Brickwood, finalist for the inaugural Young Australian Journalist of the Year Award in 2008. See his portfolio at www.Oculi.com.au.

Whaddyathinkhuh?