Public Relations Agency Management with Tony Sapienza

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Tony Sapienza is Head of Communications at ZF Group. But when I recorded this interview with him, he was co-founder and principal of public relations firm Topaz Partners.

We spoke about using social media for PR, the role of the press release as a grassroots communications tool, and the fusing of mainstream news media and social media relations.

Tony served as president of Miller/Shandwick Technologies, one of the world’s leading PR firms, and was the global practice leader for Weber Shandwick Worldwide so he has a lot of experience managing big agencies.

He’s represented many emerging companies and served as a PR guide to tech start-ups and 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 various areas, including communications strategy development, reputation management, crisis management, strategic communications, messaging and positioning, message training, business and trade media relations, investor relations, industry analyst relations, and interactive communications.

Public Relations Agency Management Insights

5:37 – Sapienza on fusing mainstream and social media relations.

6:49 – Sapienza talks about offering social media management tools.

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 in the blogosphere.

22:45 – Sapienza on whether companies can embrace blogging and other new media tools. 

23:31 – Sapienza talks about whether the PR industry should employ online communications.

24:49 – Sapienza on how to encourage organizations to utilize online PR and marketing campaigns.

27:14 – End.

Photo by Todd Van Hoosear