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Tony Sapienza goes On the Record...Online with host Eric Schwartzman to discuss the use of new media communication tools for PR, the role the press release plays in reaching consumers, and the fuse of the mainstream media and consumer generated media.

Tony Sapienza, co-founder and principal of Topaz Partners, has served as president of Miller/Shandwick Technologies, one of the world's leading PR firms, and was global practice leader for Weber Shandwick Worldwide. He has worked with many emerging companies and start-ups, as well as established industry leaders such as Compaq Computer Corp., Sharp Electronics, and Hewlett-Packard.  Sapienza has provided communications and management counsel and hands-on support in a broad range of areas, including communications strategy development, messaging and positioning, message training, business and trade media relations, investor relations, industry analyst relations and interactive communications.

SHOW NOTES:

4:22 - Sapienza talks about the impact Topaz Partners' blog, Tech Pr Gems, has had on the agency.  
5:37 - Sapienza discusses the fuse of the mainstream and consumer generated media.
6:49 - Sapienza talks about offering new media communication tools including blogging and podcasting.
9:45 - Sapienza on whether disseminating a press release over the internet is sufficient to legally fulfill Regulation Fair Disclosure.
11:20 - Sapienza on whether the blog as a media channel has evolved or is in a state of transition: "...we're seeing traditional technology and traditional...approaches begin to evolve particularly in public relations itself..."
12:38 - Sapienza talks about how the news wires will adapt to the growth of new media technology.
13:54 - Sapienza on the role the press release plays in reaching consumers.
15:45 - Sapienza talks about drafting press releases and the ways press releases have changed over the past several years. 
17:13 - Sapienza on the shift from a push media world where media is distributed to a pull media world where consumers subscribe to media.
18:31 - Sapienza talks about whether he recommends blogging to all of his clients.
19:55 - Sapienza on whether the client or the PR practitioner should blog.
20:34 - Sapienza reveals what distinguishes Topaz Partners from its competitors.
21:50 - Sapienza talks about how clients can protect their reputations among the blogosphere.
22:45 - Sapienza on whether companies are ready to embrace blogging and other new media tools. 
23:31 - Sapienza talks about whether the PR industry needs to employ online communications.
24:49 - Sapienza on how to encourage organizations to utilize online PR and marketing campaigns.
27:14 - End.



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