I met with PRWeek editor in chief Steve Barrett along with some other Boston PR folks this morning and that conversation got me thinking…I may be biased, but I think some of the most creative and innovative PR thinking is coming out of smaller agencies (OK…as a founder of a small firm I’m definitely biased). Seriously though, we often point out that smaller tech firms — and/or smaller customers of tech firms — are the innovators breaking new ground and taking chances in their markets. Having worked with agencies of all sizes (including the biggest in the world at one time) I can honestly say that firms like Topaz are proving my point when it comes to PR. Take the topic of our most recent Topaz news release — content-driven PR. This is a trend many agencies are heralding these days — but it’s one Topaz has embodied since its beginnings. While other PR folks pushed their contacts, we developed a focus on content — content development, not just content placement. Don’t get me wrong…media contacts are a very valuable part of our work, as are the increasingly influential community of bloggers and online contacts. But it has been our abilty to develop and place content — bylined articles, blog posts, annual reports, podcast scripts — that stands out for me. I think our profession will see more of an increase in content-focused PR (that’s the subject of our second-half 2010 news release), and that’s positive news for PR people.

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