You can rotate, reflect, scale, and shear type just as you do other objects. However, how you select the type affects the transformation results:
To transform the type along with its bounding path, select the type object and use the Rotate tool to rotate the object and text.
To transform just the bounding path, but not the type it contains, select the type object and drag with the Selection tool.
You can specify the proportion between the height and width of the type, relative to the original width and height of the characters. Unscaled characters have a value of 100%. Some type families include a true expanded font, which is designed with a larger horizontal spread than the plain type style. Scaling distorts the type, so it is generally preferable to use a font that is designed as condensed or expanded, if one is available.