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Topaz Sees Growth in Content-Focused Public Relations In First Half of 2010(Market Wire Via Acquire Media NewsEdge) WOBURN MA, U.S.A. -- (MARKET WIRE) -- 07/21/10 -- Tech PR Firm Traces Business Trend to Media Consolidation, Acceptance of Social Media Channels WOBURN, Mass. - July 21, 2010 - Tech PR and social media firm Topaz Partners reported an increase in content-focused public relations in the first half of 2010, a development driven by media consolidation and the emergence of new channels to deliver "news and views" directly and indirectly to target audiences. Topaz added 11 new clients in the first half of 2010, but it was the rise of content-focused public relations, among existing and new clients, that fueled the agency growth thus far this year. "Some of the most dramatic changes facing the PR community center on the state of the media, which is marked by shrinking - and sometimes disappearing - trade and business publications and editorial staffs stretched thin by this media consolidation," said Tony Sapienza, Topaz principal partner. "While this has challenged the conventional media relations approach to PR, at Topaz we see this media consolidation creating new content-driven opportunities." "Content is clearly at the center of this evolution of public relations, as agencies like Topaz have stepped forward to link influencers, media outlets and clients in a new marketplace of ideas, expressed as compelling stories," said Paula Slotkin, Topaz principal partner. Some example of content-focused PR spotlighted by Topaz: - the increase in opportunities to create and place content in print and a variety of online media outlets - partnerships with former journalists who have moved on from publications to start blogs and new sites, or serve as content development resources - taking advantage of custom publishing and sponsored content opportunities offered by traditional media publishers - the rise of content-rich news releases, with "packaged" news releases becoming the norm -- a shift from traditional announcements toward releases that are packaged much like news stories for editorial placement. Related to this move toward content-focused PR is the rise in social media relations, which continued to grow for Topaz in 2010 following a surge in client activity throughout the past year. "We envision a content marketplace where online news outlets, print publications, bloggers and outlets like Twitter, Facebook and LinkedIn will be served by PR, which is the hub at the center of the wheel of content," said Slotkin. Topaz also continued to broaden the technology focus of its client base. New clients added in 2010 include: - a provider of contents claims software and services for insurance carriers to improve the accuracy and efficiency of the contents claims process - a provider of security screening systems that are a safe, reliable, economical way to detect concealed threats before they become a danger to people or property without compromising an individual's privacy - a provider of comprehensive HR & payroll software that helps organizations automate talent recruitment, talent management, compensation and other human resource activities - a provider of systems that automate the measurement of fluid - an online community for job seekers, recruiters and employers to network and interact online - a provider of online performance-based customer acquisition programs for large, national consumer brands and smaller, local businesses "While Topaz further extended its reach across the technology landscape in the US and abroad, it is the shift toward content development and placement that best reflects the most significant trend in 2010, for Topaz and the entire PR industry," said Sapienza. The topic of media consolidation, content development and social media relations has been the subject of Topaz blog posts, podcasts and newsletter. Key Links: Topaz Partners: http://www.topazpartners.com/ Topaz Blog: http://techprgems.com/ About Topaz Partners Topaz Partners is a leader in the evolving world of technology PR and social media, integrating mainstream and consumer-generated media strategies to address the unique needs of technology companies. The agency's senior team of professionals draws on experience with leading PR firms and in-house corporate marketing organizations to provide counsel and hands-on support in media and analyst relations, online communications, PR strategy and message development, the creation of editorial and marketing materials, and other areas of strategic business communications. Topaz serves a growing base of clients across a broad range of technology segments, business-to-business and consumer in regions around the world. Established in 2002, Topaz is ranked among "Boston Business Journal's Top 25 Largest PR Firms in Boston" and was ranked the #1 Mid-Sized Tech PR Agency by PRSourceCode in 2008. For more information, visit Topaz on the Web at www.topazpartners.com or call (781) 404-2400. Media Contact: Joanna DiTrapano Topaz Partners 781-404-2433 [email protected] [HUG#1433316] This announcement is distributed by Thomson Reuters on behalf of Thomson Reuters clients. The owner of this announcement warrants that: (i) the releases contained herein are protected by copyright and other applicable laws; and (ii) they are solely responsible for the content, accuracy and originality of the information contained therein. All reproduction for further distribution is prohibited. Source: Topaz Partners via Thomson Reuters ONE Media Contact: Joanna DiTrapano Topaz Partners 781-404-2433 Email Contact |