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Greetings!
Transition is an essential part of public relations today. We’ve seen tremendous transition in the practice of PR in recent years, and Topaz is part of that change. We have developed new approaches to building awareness - approaches like issues-oriented media alerts, thought-leadership executive communications, webcasts and e-newsletters, survey-driven news releases and something we call “Buzz Marketing” - outreach focused on weblogs, chats and online newsgroups. We’ll look at some of these new approaches in this and future Topaz newsletters.
Transition continues to drive PR with our clients. Today, perhaps more than ever before, companies are working through transitions – new products, new markets, new business strategies and new ways to deal with trends. Public relations offers the most effective way to communicate these transitions.
We hope the issues we address here spark some ideas. If they do or if you have any questions about any of the topics we’ve covered, please call or email us.
Thanks,
Tony Sapienza, Paula Slotkin and the Topaz Team
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Topaz Celebrates Two Year Anniversary
Topaz celebrated its second anniversary this spring and marked this milestone with the announcement of a number of new developments. In May, Topaz launched a technology practice initiative focusing on strategic business segments, including life sciences, financial services, computer-aided engineering, collaboration, professional services and personal technology.
Reaching beyond traditional PR, we also introduced a number of expanded service offerings including web-based PR, issues-based media relations and thought leadership communications initiatives. And we continue to broaden our reach, adding clients that range from innovative bicycle developer Delta Cycle to the Hong Kong-based LED video screen company Lighthouse Technologies. Other new Topaz clients include Capstone Insurance, a provider of middle market insurance solutions; Connex Technology, pioneer of digital image processing; ICS, a leader in graphical user interface technology; Kaon Interactive, a developer of digital product imaging software; and Nemonics Engineering, a provider of VAX/VMS components and custom engineering solutions.
In order to accommodate the growth of our business, we just recently moved to larger office space just north of Boston – those in the area are invited to visit us. We’re just |
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minutes from downtown Boston. We also launched a new company website (www.topazpartners.com). Another reflection of the agency’s growth was our placement on the Boston Business Journal’s recently released list of the top 25 largest PR firms in the Boston area.
To find out about more happenings at Topaz, please visit our newsroom.
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Topaz client Delta Cycle/iXi Bike on the TODAY Show!
Click HERE to see coverage of the NEW iXi Bike showcased by Al Roker on the TODAY Show |
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Topaz Meets the Press (and Analysts)
The Topaz staff continues to meet with key media to stay up to date with the publications and industries relevant to our work. Our recent meetings have included Paul Teague, national editor of Design News and Alex Soule, tech reporter for the Boston Business Journal.
And we continue to gather information from the media on the changes in PR and marketing. Following are some insights from team member Diane Reid based on a recent seminar held by BtoB Magazine:
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Targeted content is very important – when it comes to internet marketing, know your audience and know which Web sites they visit, where they do their searching, etc.
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Know your customers – maintain an ongoing dialogue and offer positive responses to their needs
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Communicate with your customers in ways in which they prefer
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Internet marketing is the most effective way to reach people during the day
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Reach C-level executives and senior-level management – the internet is becoming the best way to reach executives as they spend more time online and less time on other mediums (TV, Radio, Publications, etc.)
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The most effective marketing strategy is integration – a combination of print and online marketing
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Searches continue to be a highly effective way to generate customer leads – understand which portals best drive results and even which key words potential customers may be using to find your business
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Topaz partners with the Mass Software Council to reach start-up businesses
Earlier this spring, Topaz worked with the Mass Software Council to present insights on public relations for technology start-ups as part of the Council’s Investor’s Day. Topaz looked at ways companies can work with the media to build awareness within the investor community. If you would like a copy of this presentation, call or email us.
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Interacting with Analysts
Working with industry analysts has long been a staple of PR programs, but today it is necessary to look for new ways to approach an increasingly challenging area. Analysts can be an important resource – offering feedback on new products/services, providing supporting quotes or delivering in-depth consultation on a company’s business. But getting in front of an analyst isn’t always easy. Following are some insights based in part on our work with Topaz client Judith Hurwitz, a long-time industry analyst.
Many times, the work begins with introductory meetings to start building relationships with key analysts. To schedule analyst meetings, it is best to begin making preparations up to two or three months in advance, especially with the larger firms. With many technology companies bidding to get face time with analysts, it is useful to work with an agency like Topaz, which brings years of experience and contacts in this community.
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Reaching out to analysts shouldn’t happen only for special announcements; it should be a regular occurrence. Analysts in general are interested in hearing from you when you have genuine news to share, i.e. a new technology breakthrough or important customer wins. But it is worth noting that unless you are a paid customer, it may take longer to schedule briefings with certain analysts as their paying customers take first priority.
There are many opportunities to work with analysts. In addition to scheduling regular briefings, if you have strong relationships with them you can arrange to have them quoted in your press releases, which serves as a third party validation about the products your company is offering. And an enthusiastic analyst might also be willing to speak to the media about your company’s technology.
Judith offers these rules of engagement with analysts:
If an analyst provides a quote in your press release, know that it is set in stone. If you really believe the quote must be changed, you need to go back to the analyst and discuss revision possibilities. Changing the quote on your own –and distributing the release – could lead to a quickly severed relationship with the analyst, something you obviously want to avoid.
Don’t rely on just a single analyst or two for press opportunities (unless your market is very small). Instead, try to offer journalists a great number of analysts to talk to.
If you know what you want from your analyst interactions and are clear and organized, the briefings can be very insightful and rewarding in gaining prominence for your product or service and realizing the future of your industry.
For more information on interacting with analysts, see Judith’s article in the April 26 issue of PRWeek.
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Tecnomatix
Topaz clients cover a wide range of ever-changing markets and industries which require new business models and product strategies to adapt to evolving marketplace and technology developments. We work with clients to identify opportunities to define new markets and transition into new segments. Tecnomatix, a Topaz client since early 2001, is an example of a company that successfully managed this transition -- from a business perspective and a PR standpoint. Tecnomatix introduced its manufacturing process management (MPM) strategy in late 2000 which led to a program that helped transform MPM from a proprietary term to a household—or at least a “factoryhold”—name in the manufacturing industry. Today, MPM is a growing industry sector, and Topaz Partners is supporting a new effort to promote the company’s eMPower™ suite of MPM solutions to maintain the company’s leadership in the industry segment it pioneered.
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Tecomatix’s program to define the MPM market included focused message development sessions, an intense focus on the industry analyst community and a comprehensive media relations effort targeting key trade press influencers. A clear and consistent MPM message was reinforced in interviews, viewpoint pieces, customer stories, presentations and news releases on product launches, customer wins, corporate developments and partnerships.
Recent media successes include coverage in Airport, Circuits Assembly, Managing Automation, Manufacturing Automation, Mechanical Engineering, MSI, NASA Tech Briefs, Test & Measurement World and The Military Engineer. Topaz also collaborates with the global Tecnomatix team to create strategies and messages that range across continents and industries.
This effort has positioned Tecnomatix as a leader in helping global manufacturers expand revenue potential and reduce costs by enhancing manufacturing’s ability to support the business strategy of choice. Tecnomatix’ MPM solution, eMPower, addresses “how” a product has to be manufactured and provides the link between product design systems that address “what” has to be manufactured, and shop-floor execution systems that address “when and where.” Tecnomatix supports 5,000 customers with engineering, sales and support in 21 countries worldwide. Among the global leaders implementing Tecnomatix MPM solutions are BMW, Boeing, Comau, Canon, Faurecia, Ford, GE Aircraft Engines, General Motors,
Goodyear
,
Korea
Aerospace, Mazda, Nortel, Philips, Schneider Electric and Volkswagen. Tecnomatix eMPower solutions have emerged as the de facto MPM standard, helping companies improve manufacturing processes – cutting costs, increasing quality and accelerating time-to-market.
Tecnomatix was named as one of MSI Magazine’s Top 100 Manufacturing Firms and they are members of the Software Magazine 500. For more information on the company, visit them on the web at www.tecnomatix.com.
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Kevin Whalen
An important factor in the growth of Topaz is the experience and expertise shared across our team. Topaz staff participates in cross-team collaboration and sharing of best practices, with each team member offering his or her unique skills and background.
Kevin Whalen
has been a major contributor in this area since he joined Topaz last year, bringing an extensive background in telecommunications, financial services, software, aerospace and defense.
Prior to joining Topaz, Kevin headed public relations and communications activities for Astral Point Communications (now part of Alcatel), and was instrumental in the firm winning Internet Telephony’s Product of the Year award. He also helped secure coverage in The
Boston
Globe, The Net Economy, Network World, Telecommunications and Network Magazines. Earlier, as part of Raytheon’s corporate communications team, Kevin handled a broad range of PR activities across the company’s business.
At Topaz, Kevin has secured coverage for clients in such trade publications as eWeek, Network World, Engineering Times, Advanced Manufacturing and in local publications like The
Boston
Globe,
Boston
Business Journal and Mass High Tech.
Since 1998 he has served as director of media relations for the Global Citizens Circle, a non-profit organization that sponsors roundtable discussion on a variety of public policy issues. Circle speakers have included Nobel Peace Prize winners John Hume of
Northern Ireland
and Archbishop Desmond Tutu of
South Africa
, former UN ambassador Andrew Young, Coretta Scott King, and economist John Kenneth Galbriath.
Kevin is a graduate of
Colby
College
with a degree in government and history. He received a Masters degree in Communications from
Emerson
College
. He and wife Jennifer have two children - Emily, 21 months, and Brendan, 9 months.
To learn more about our team, please visit our website.
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Who We Are
Topaz Partners is a new breed of public relations firm. We are a senior team of communications and business professionals specializing in strategic business communications - public relations with a business development mindset.
Visit us at www.topazpartners.com.
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