Topaz Debuts Online Service Offering

BOSTON Independent agency Topaz Partners said it has launched a new service called BuzzMarketing and Online Communcations.

The Malden, Mass.-based shop, best known for its public relations work with clients in the technology, medical and industrial sectors, said the service is intended to employ weblogs, wikis, niche Web communities and other online communications platforms to help clients reach potential customers.

“It’s something we’ve been doing since the day we started the agency,” said Topaz partner Tony Sapienza, who added that the new service is designed to offer more integration for the agency’s client base.

The goal is to provide a mix of traditional PR strategies and online communications to raise visibility. Working toward that goal, the shop has started an industry blog,, that provides commentary for subjects in the PR industry. The blog is authored by agency partner Todd Van Hoosear.

“We spent a lot of time on what the personality of the blog would be to try to get something that has a core readership,” Van Hoosear said. “We wanted it to be a little edgy.”

“We had one client that said they want to de-emphasize traditional PR and focus on online buzz marketing,” Sapienza said.

Clients of the service so far include LED video screen company Lighthouse, Capstone Insurance and digital image processing company Connex Technology.

—Adweek staff report