Topaz Partners expects its work in social media relations to increase significantly in 2010, following a surge in client activity in the past year – the greatest jump in social media since the technology public relations firm launched these services in 2004.
While Topaz added 10 new clients in 2009, it was the rise in social media relations – and its integration with traditional PR strategies – that represented the firm’s most significant development in 2009, according to the agency’s founders. This included new client social media assignments and the growth of online communications initiatives for existing clients.
One of those programs – an integrated social media thought leadership effort for new 2009 client Black Duck Software – earned honors from the Society for New Communications Research this fall. It was the Topaz’s second SNCR honor, and the agency’s social media work with the other award-winning client – Scuderi Engines – continued to expand in 2009.
These programs were just two of dozens of integrated PR/social media initiatives the agency launched and supported in 2009. As Topaz looks ahead to 2010, they expect to see even more significant growth in the integration of PR and social media relations.
“Social media will become a part of every public relations professional’s daily routine,” said principal partner Tony Sapienza. “Social media will emerge as the primary vehicle for thought leadership initiatives, surpassing traditional tactics like speaker placements and bylined articles. Corporate blogs, blog comments, podcasts and other forms of social media are increasingly effective in creating ‘issues experts’.”
“PR people will be able to exercise long-dormant writing muscles as they answer the call for blog content, podcast and viral video scripts and other forms of self-published digital media content,” said principal partner Paula Slotkin. “The collision of social media and mainstream media will continue, with social media becoming the focus of more and more mainstream media reporting as the general public comes to understand and embrace services like Twitter.”
Based on its experience in 2009, the agency expects changes in other parts on its business:
• Content-rich news releases will rise, with “packaged” news releases becoming the norm -- a shift from traditional announcements toward releases that are packaged much like news stories for editorial placement.
• Mobile devices will emerge as a channel for a broader base of public relations campaigns.
• A platform for an explosion of new products and applications for PR professions to promote.
• New PR analysis services will spotlight a clearer link between PR and demand generation.
About Topaz Partners
Topaz Partners (topazpartners.com) Ranked #1 Mid-Sized Tech PR Agency by PRSourceCode (2008) 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.