'Computerworld' effort highlights new Topaz offering

WOBURN, MA: Topaz Partners launched a new product, Buzz Media and Online Communications (BMOC 2.0) services last week, and showcased it in a BMOC PR effort for Computerworld magazine.

WOBURN, MA: Topaz Partners launched a new product, Buzz Media and Online Communications (BMOC 2.0) services last week, and showcased it in a BMOC PR effort for Computerworld magazine.

The new offering from Topaz includes podcast and videocast/vlog management; blog monitoring and online visibility tracking; corporate perception analysis; online executive communications counsel; and other strategic "buzz media" initiatives.

Computerworld had produced a 16-page report called "The IT Profession - 2010," that reported survey data showing what IT pros need to do to stay competitive.

As part of its PR initiative, Topaz sent out a press release about the special report, which included a link to b-roll video clip of Don Tennant, Computerworld's editor-in-chief, discussing survey results.

Topaz pitched to the mainstream media, careers/workplace press, and the popular IT blogs/vlogs

Paula Slotkin, principal partner of Topaz, said this project was successful for the client, resulting in more than 400 downloads the first day of release.

"It supports our whole BMOC initiative; this is one example of taking a client who was in traditional print, and is doing even better with an online presence," Slotkin said. "Bringing them in to [do] a video podcast seemed like the next step."

Tennant said Topaz, who has worked with the client for just a few weeks, brought in their own videographer last Friday and put the whole project together over a weekend.

"The change I've seen in dealing with Topaz is they are much more creative and aggressive than other PR firms," Tennent said. "The video clip gave good video footage of Computerworld and who we are; the research we have done. I think it made the release more palatable to editors."

Tony Sapienza, principal partner at Topaz said, in a release, that the agency will run staff education around blogs, RSS, wikis, and podcasts, and how to put these to work for clients.

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