Qorvis Applies Grassroots Expertise to Tech Marketing
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Qorvis Applies Grassroots Expertise to Tech Marketing

After recruiting three tech PR senior executives in the past month, Qorvis Communications is further expanding its tech practice with the launch of StreetBuzz, which combines the firm’s technology and grassroots know-how.

Paul Holmes

WASHINGTON, D.C.—After recruiting three tech PR senior executives in the past month, Qorvis Communications is further expanding its tech practice with the launch of StreetBuzz, which combines the firm’s technology and grassroots know-how into a new service that reaches local communities with tech messages.

According to founding partner Doug Poretz the firms is taking the “all politics is local” edict and applying it to marketing, delivering “a local voice [for technology companies] that is as thoughtful and credible as the one that wins political campaigns.” A Qorvis grassroots network of about 1,000 former reporters and communications professionals will pitch to their local contacts; identify local allies; and spot marketing opportunities while providing instant feedback. 

Says Poretz, “While traditional technology marketing communications has relied on the national and vertical media, StreetBuzz adopts the political precept of shaping opinions through the community media—newspapers, TV, radio, or even the Rotary Club newsletter.” He says the firm’s local intelligence lets it know what business programs people listen to on their radios, which columnists are likely to respond to our message, and equally importantly, which ones are likely to respond negatively.

With the new product, “Qorvis lets technology companies endow local constituencies with a call to action – not just to ‘vote’ with their purchase, but to become volunteers that carry the message to their friends and community at large,” says Poretz.

Qorvis believes StreetBuzz is an ideal educational program for emerging technologies such as WiFi, wireless e-commerce and interactive entertainment.

“We believe that StreetBuzz is enormously effective when marketing new products and services that are truly newsworthy,” says Poretz. “Breakthroughs that solve real problems, such as solutions to broadband access or WiFi, have huge earned media potential.

“In addition, products and services that face skeptical audiences benefit from the credibility and education that comes, not from biased advertising, but from objective reporting; not from somebody trying to sell you something, but from somebody trying to help you solve a problem; not from some far-away expert, but from the authority who moderates the tech-show on the local radio station.”

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