Topaz Tactics

International PR, According to Topaz
Business and industry are always changing and always expanding, and public relations must change and expand as well. One area where Topaz continues to evolve and grow is global PR, as evidenced by the success of the agency’s international Public Relations Strategies & Services practice.

In the following Q&A with Topaz’s Bill Wrinn we get some insight from one of the agency team members behind our International PR effort.

Q. When did Topaz begin to offer International PR services?

A. We started to seriously think about it in 2004. We were working with clients based in Hong Kong, UK, Australia and Israel. We wanted to package the services we already were implementing and add some new offerings that accommodated companies from outside the United States. And from that, our International Public Relations Strategies & Services practice was born.

Q. What countries do Topaz international clients originate from?

A. We have worked with clients from all over the world, including China, Singapore, Australia, Israel, Romania, England and Scotland.

Q. How does Topaz work with companies outside of the U.S?

A. It’s simple. We help clients in other countries find their voice in America. As one of the most robust economies in the world, the U.S. business landscape is packed with companies fighting for attention on a daily basis, and it can be a challenge for a company based overseas to break through.  First impressions and reputation are one of the most critical steps in gaining recognition from customers, partners and investors -- especially in the American environment. We help differentiate our clients among their competitors, which helps them gain the attention they need to successfully launch products and services here in the U.S.  We become their eyes and ears in America.

Q. How do you accomplish this?

A. We work with our clients to develop and “Americanize” their messages to best resonate with a U.S audience. We also provide inter-regional account coordination and management, international materials development, U.S. media and industry analyst relations, Buzz Media (maintaining awareness among online communities), U.S. conference and trade show logistics, and U.S. product launch plan development.

Q. Doesn’t Topaz also work with U.S. companies looking to expand overseas?

A. Absolutely. We help a number of our U.S.-based clients take their story to new regional markets – in Europe, Asia and Latin America. We’ve actually seen an increase in this activity – support for international PR activities has been one of the most common requests from clients over the past year. To help us in this effort, we have established a group of PR partners in all corners of the globe to supplement the reach and resources of the Topaz team here in the Boston area.  While much of this international work can be handled by our team here, there are situations when we need assistance addressing the needs of our clients overseas This is where our regional partners step in.

Q. How does conducting International PR differ from work done here in the US?

A. In many cases, the PR priorities are no different – outlining clear messages, identifying important influencers, launching a creative and proactive outreach effort -- but when you work internationally, there are other considerations. You are dealing with different time zones, different approaches to dealing with the media, as well as the obvious language barriers and cultural dynamics specific to a region.  In these cases, the Topaz team’s experience working with companies in other parts of the world is a valuable asset.

So you have to adapt yourself to their business day, business cycle, holidays and even weather patterns. Things like typhoon season in the South Pacific can actually affect your work day over here.  And you have to adapt to a different mindset when it comes to the day-to-day operation of business and public relations.

Also, you have to really look out for the client when they travel more than you would with a U.S.-based client.  International PR is more than writing a press release in English. You have to make sure they have a place to stay, transportation is accounted for, and they are made comfortable while doing business here whether it’s a trade show, conference or routine media tour.

Q. Does pitching a company based outside of the United States affect the way you deal with U.S media?

A.  Well, the basic ground rules always apply – a good story is a good story is a good story. But, there are differences. For example, press roundtables seem to work very well in Asia. And there is a lot more wining and dining of the media. While in the U.S. and Canada, press meetings are often best when done on a one-to-one basis. And in some domestic press circles, you definitely have a threshold as to how far you can take your schmoozing.

In the UK and in Europe, the press tends to have more of an edge and, in our experience, seems to be more ready to discuss your client over more cocktails than the U.S. media. Often times you are worrying more about protecting the client rather than just telling their story. But at the end of the day, they’re all still reporters and editors who need to fill an empty page with words and visuals.

Also, you sometimes have to deal with misconceptions about a culture or business approach that may seem threatening to a particular market in the U.S. So we find ourselves really honing the messaging to address that and working to build a more credible image.

Q. What qualities does Topaz bring to the table for these clients?

A. One word: Experience. Several of our clients are based in foreign countries. We have the flexibility necessary to work through cultural and business issues. A natural part of doing business is that things expand globally; we all have that experience and are comfortable with it.

When you look at this practice, you have to look at it as providing a particular capability that allows a company either in the U.S. or in a foreign land to get visibility in the media they need to compete and navigate in a diverse and global public arena.

..........................................................................................................................................................................................................

Best in Blogs

The blog phenomena is now in full gear, driving new and exciting changes in the way not only individuals, but also organizations communicate opinions, ideas and updates. Topaz was one of the earliest players in the blogosphere. More than a year ago, Topaz, launched "Tech PR Gems," a blog that looks at issues around public relations and technology.

In this and future newsletters, we’ll offer snapshots of topics and trends we’re seeing on our blog.  And as always, we encourage you to check this out, take a few moments to join the increasing numbers of visitors to our blog, and post some of your own thoughts.

You’ll find us at http://topazpartners.blogspot.com/. 

In a sign of the growing popularity of the Topaz blog, PubSub, a leading blog-watcher, ranked Topaz's Tech PR Gems blog in the top 21 percent of the thousands of blogs they track.  You can see for yourself by visiting Constantin's PubSub PR List.

Here are some postings you might find interesting:

 MOST READ PAGE
Adam Zand: "Last PR person without a cell phone comes clean"
http://topazpartners.blogspot.com/2005/08/last-pr-person-without-cell-phone.html

MOST COMMENTED PAGE
Todd Van Hoosear: "Kryptonite Take 2"
http://topazpartners.blogspot.com/2005/07/kryptonite-take-2.html

MOST TRACKBACKS
Todd Van Hoosear: "Blog PR survey: It's all about trust"
http://topazpartners.blogspot.com/2005/10/blog-pr-survey-its-all-about-trust.html

BEST REFERRING PAGE
Nicholas Carr: "The amorality of Web 2.0" (from his blog "Rough Type")
http://www.roughtype.com/archives/2005/10/the_amorality_o.php

BEST MEME
Amy Krigman: "What was Blockbuster’s CEO thinking??" (for the search keywords "Future of Blockbuster," Topaz ranks fourth on Google)
http://topazpartners.blogspot.com/2005/09/what-was-blockbusters-ceo-thinking.html

BEST SEARCH ENGINE FODDER
Todd Van Hoosear: "Considering launching a 'fake' blog?" (Best-ranking blog entry for the search keyword "Topaz Partners")
http://topazpartners.blogspot.com/2005/04/considering-launching-fake-blog.html

BEST BLOGROLL LINK
Drew B: "Drew B's take on tech PR"
http://theblogconsultancy.typepad.com/techpr/

"IT PLAYS IN PEORIA" (ILLINOIS' FAVORITE PAGE)
Todd Van Hoosear: "Feah me now, heah me latah."
http://topazpartners.blogspot.com/2005/10/feah-me-now-heah-me-latah.html

 In addition to posting your thoughts, we'd like to know what your favorite "Tech PR Gem” is. Send an e-mail with your vote to blogmaster@topazpartners.com.

..........................................................................................................................................................................................................

Topaz on the Move

Topaz Talent Lends a Helping Hand
Riding to change the world of those living with diabetes

This summer, Team Topaz lent its skills – in PR and on the bike paths – to an effort aimed at raising funds for diabetes research.

In late September over 60 people biked from Stamford, CT, to Charlestown, MA, in a fundraising event hosted by the Iacocca Foundation.  

The foundation was founded by Lee Iacocca in memory of his wife, who died of diabetic complications in 1983. In addition to providing its PR services and capabilities, two Team Topaz members – Todd Van Hoosear and Ashley Girard -- biked 211 miles in support of this effort to help find a cure.

“Pairing something I have a passion for – biking -- with something as inspiring as raising money to help cure diabetes patients was time more than well spent,” Van Hoosear said. “I’m just glad Topaz could get involved.”

The Topazers finished the two-day ride injury free, with only minor complications -- which included five flat tires and one late-night repair after Van Hoosear’s parked bike was crushed by a moving van.

“It was a hard 211 miles -- the wind was fierce the entire time,” Girard said. “But, I would do it again; it is such a good cause. And, the people were great – all so caring and dedicated.”

“Bike The Miles for Human Trials” is part of a larger effort to help Dr. Denise Faustman, professor of medicine at Harvard Medical School and director of the Immunobiology laboratory at Massachusetts General Hospital, eliminate Type 1diabetes in humans following her successful cell regeneration work with mice. The disease afflicts almost 18 million people in the United States alone.

..........................................................................................................................................................................................................

Topaz Client Spotlight

Topaz Client Helps Consumers during First “Converged Christmas
This holiday season, Topaz is working with its client HiWired, a leading provider of home technology support, to address the needs of those of us who give or receive digital devices.  In November Topaz helped HiWired launch a new holiday campaign entitled, “The Gift of Tech Support.”  Through this first of its kind program, HiWired is offering gift cards for remote personal technology services during what the company describes as the first "Converged Christmas."

This holiday, HiWired is helping consumers face the challenge of setting up new products and integrating them with computers and other home technology.

Founded in 2004, HiWired delivers remote technology management solutions to consumers by leveraging state-of-the-art Internet-based technology. HiWired helps people install, integrate, secure, maintain and upgrade all brands and platforms of in-home and small office technology, including PCs, peripherals, wireless networks and all hardware and software. 

HiWired’s line of consumer and small office/home office technology management programs and packages includes: Worry Free PC, complete security protection; Identity Safe Package, protection from online identity theft; Productive Home Office Package, complete set-up for a home office; Safe and Connected Family Plan, safe Internet use for children and technology to connect family members; and Connected on the Go Package, mobile productivity and access. HiWired delivers these programs and packages and other services remotely – helping to eliminate costly and time consuming in-home and office visits by technicians.

For more information on the gift card program and other HiWired offerings, visit www.HiWired.com.

Topaz Client Cymfony Wins Top Honors for Tech
Topaz is pleased to congratulate Cymfony, a client since the fall of 2004, for taking home top honors, including the overall “Best of Show,” at the 2005 Massachusetts Innovation Technology Exchange (MITX) Awards on November 2.

Cymfony was honored for its Digital Consumer Insight ^TM (DCI), first released in January 2005 and recently integrated into its Orchestra platform. DCI helps marketing, branding, research, marketing communications and competitive intelligence professionals analyze consumer discussions, trends and sentiment expressed in blogs, message boards, customer feedback sites, usenet groups and other consumer-generated media (CGM) to gain immediate market intelligence. Cymfony’s Orchestra is the first application that automatically monitors, benchmarks and analyzes mainstream media (MSM) and consumer-generated media under one converged Web-based platform.

The “Best of Show” is awarded to the entry with the best overall combination of creative concept, user experience, and use of technology. Cymfony also took the prize for “Best Use of Technology,” in addition to winning in its specific category, “Applied Technology.” The annual MITX Awards recognizes achievements in the development and implementation of interactive technologies.  Entries were judged by over 100 industry professionals representing various disciplines including creative directors, designers, technologists, online media representatives, investors and business professionals.

See http://www.cymfony.com/nws_pr_story.asp?docid=20051103_51580.html for the full press release.

..........................................................................................................................................................................................................

Team Topaz Spotlight

Take a moment to meet Topaz’s Peter Gorman, one of the newest members of the Topaz Team. In the following Q&A, Gorman talks about PR, career highlights and his talent as a pizza gourmet extraordinaire.

Q: Why a career in PR?

A: I went to college for journalism and began my career in broadcast television in New York, where I worked all hours of the day. When I moved up to Boston and started a family, I found that PR offered me more interesting ways to apply my journalism background.

Q: Where did you attend college? What is your PR background?

A: I attended University of Colorado, Boulder, but did a wee bit too much partying and skiing there. After taking a year off, I wound up getting my bachelors degree from the NY Institute of Technology while working at NBC Radio and News 12 on Long Island. I’ve been doing high tech PR for about 12 years now, having worked at several other Boston-area firms as well as Fast Search & Transfer (FAST), where I was the senior director of corporate communications.

Q: What changes have you seen in PR?

A: When I started in PR in 1993, there was barely email, much less the Internet. Back then, most pitches were done over the phone. Recently, I’ve pitched editors via IM…and the whole blogging world certainly opens up new doors for PR.

Q: What has been your biggest PR challenge?

A: Dealing with a company (which will remain unnamed) that wanted to have their sales reps draft all the first drafts of the press releases.

Q: What has been your biggest PR success?

A: It’s a tie: Getting my former company, FAST, from a relatively unknown search provider to one of the top three companies in Gartner’s Search Magic Quadrant report within a 3-year period; getting them over 550 media placements within one year (including a Forbes cover).

Q: What do like most about PR?

A: I’ve always liked creative writing and working with the media.

Q: What would you be doing if you weren't in PR?

A: Hmm… I might still be working in broadcast news. Alternatives would be architecture or possibly law. My “Journalism Law” classes back in college were always favorites of mine.

Q: Where is the most interesting place you have ever been?

A: My entire family and I went to Trinidad for my brother’s wedding. It was interesting to see such wealth and poverty situated right next to each other.

Q: Where do you live? Family? Pets?

A: I live with my wife and three children – Will (9), Matthew (6) and Grace (2) – in North Reading, MA. We have a female Boxer named Maisy (our fourth child) and two goldfish.

Q: What are your hobbies/interests?

A: While I’d like to say hiking, kayaking, music and the latest consumer tech gadgets...right now, it’s mainly managing to spend as much time as possible being Dad to three little kids under the age of 9.

Q: What are your favorite movies?

A: Goodfellas, The Usual Suspects, and Lock, Stock and Two Smoking Barrels

Q: What is your favorite food?

A: My homemade pizzas. I try to make new ones at least a few times a month…always with a crust made from scratch and fresh ingredients. Favorites include Greek (callamata olive tapenade, eggplant & feta cheese); caramelized onion & gorgonzola; and clam.

Q: What is your favorite music group?

A: How could I ever pick one? It would have to be a multiple tie between Cake, Coldplay, Radiohead, The Clash, and The Rolling Stones.

..........................................................................................................................................................................................................

Topaz Update – New Clients  

Topaz continues to expand its list of clients, reaching out to new markets and new companies.  These new clients offer examples of how technology is making positive changes in our world. Here is a snapshot of some of our new clients:

bcgi (www.bcgi.net) develops products and services that enable wireless operators to fully realize the potential of their networks. Topaz Partners is helping bcgi communicate its corporate diversification strategy and market its key product lines in the Americas, Europe and Asia.

BitDefender (www.bitdefender.us) is an award-winning provider of anti-virus software and data security solutions for desktops and enterprises. The Romania-based company has more than 41 million users worldwide and is working with Topaz to reach small- and mid-sized business, enterprises and consumers in the U.S.

Celtro (www.celtro.com) provides innovative cellular backhaul switching solutions for mobile operators worldwide that improve service delivery and increase network efficiency. Based in Israel, Celtro was established in 2001. Topaz is working with Celtro to develop awareness for the company around the world and has initially launched the company in the Western European and North American mobile markets.

Dovarri, Inc. (www.dovarri.com) -- a privately held company, based in Houston, Texas -- builds and delivers sales-centric CRM solutions. Dovarri hired Topaz to handle all North American public relations activities, including strategic counsel, media relations, trade show support and a variety of writing activities.

JumpTap, Inc. (www.jumptap.com) provides carriers, advertisers and subscribers with the industry’s most complete, easy-to-use and rewarding mobile search environment. Topaz is working with JumpTap to create awareness among press and analysts for the company in a fast-emerging market space. In less than two months outreach has resulted in briefings with key analysts as well as more than 30 pieces of coverage in wireless and telecom industry pubs (RCR Wireless News, SearchEngineWatch, Wireless Week), general business publications  (Red Herring, Forbes.com, Mass High Tech) and entertainment industry magazines (Billboard).

The Scuderi Group (www.scuderigroup.com) is an engine development company headed by fluid and thermodynamic experts who are focused on improving the performance of the internal combustion engine. The Scuderi Group is working with Topaz to reach prospective customers, business partners and investors who may be interested in their revolutionary technology, which promises to have a major impact on engine efficiency and productivity.

Vcall (www.vcall.com) is a division of WILink, a leading Web conferencing company delivering critical events targeted to large, global audiences, while providing deep analytical and survey capabilities. Topaz is working to expand visibility and validation for Vcall in markets beyond its base of investor communications, including: sales and marketing; executive communications; HR and training; and other markets that require full-service Web events.

..........................................................................................................................................................................................................

Topaz Talk

Topaz Talk -- Upcoming Industry Events Focus on Mobile Communications, Buzz Media

MIT Enterprise Forum
Earlier this fall, Topaz began working with the MIT Enterprise Forum of Cambridge, a volunteer, non-profit organization based at MIT whose mission is to promote and strengthen the process of starting and growing innovative and technology-oriented companies by providing services and programs that educate, inform, and support the entrepreneurial community. Each month, the Forum sponsors presentations focusing on various technology topics, and on Wednesday, December 14, they'll be turning their attention to an area where Topaz and its clients are particularly active -- mobile communications.  

 We invite you to join us to hear leaders from leading carriers, handset manufacturers and content creators as they explore the next wave of applications and services for mobile devices.  Woody Benson, General Partner at Prism Ventures, will moderate the panel session which will include top executives from T-Mobile International, Nokia, m-Qube and Everypoint, Inc. For more information and to register, please see the MIT Enterprise Forum website at http://www.mitforumcambridge.org/dec05.html 

Mass Technology Leadership Council
On Thursday, January 12, Topaz will be heading up a Mass Technology Leadership Council panel discussion looking at buzz marketing and online communications.  Topaz has seen exciting developments in the area of buzz media since the launch of this new practice a year ago.At this event, the agency's buzz media team will be joined by other experts in this field. Contact Topaz for more information on this event, or visit the Mass Technology Leadership Council website at www.masstechleaders.com.

..........................................................................................................................................................................................................

Topaz Partners - Who We Are
Topaz Partners is an emerging leader in the new generation of public relations. Our senior team combines proven PR strategies with groundbreaking approaches to business communications, always aligning our work with our client’s business priorities. We call this public relations with a business development mindset.

Visit us at www.topazpartners.com.

We’re Hiring!
Topaz Partners is currently seeking experienced tech PR professionals to join our team as we continue to change the face of public relations. Our clients range from early-stage companies to industry leaders, in markets that cover the spectrum of technology - from consumer products to enterprise technology to engineering solutions, from hardware to software to services. Topaz is looking for PR professionals seeking new challenges by partnering with our team to help create and support new tech industry leaders. Strong relationships with IT media, business press and industry analysts and experience in tech markets are a must.

Topaz offers an opportunity to get in on the ground floor of one of the PR industry's fastest growing agencies -- and a chance to work in a challenging, fun and team-oriented environment. Please send all necessary information to HR@topazpartners.com.