Remember Howard Geltzer, the PR visionary behind the Sony Walkman

Best known for his pivotal role in the US launch of the Sony Walkman in 1980, Geltzer left a legacy that changed the way people interact with technology and media.

Born in Hazleton, Pennsylvania, Geltzer developed a love for stories during the golden age of journalism, listening to news and baseball on the radio. This passion led to her receiving a bachelor’s and master’s degree in journalism from Northwestern University’s Medill School of Journalism.

After early roles at General Electric and Family Health magazine, Geltzer and his wife Sheila founded Geltzer & Co., a public relations agency, in New York City in 1974. Their client list includes Sony, Motorola, Samsung, Commodore, Toshiba and Black & Decker.

By the late 1970s, Sony had hired Geltzer & Co. to introduce the Walkman to American consumers. Eschewing traditional advertising for a PR-first approach, Geltzer’s team positioned the Walkman as more than just an audio device – it became a symbol of freedom and self-expression.

Initially planned as a three-month campaign, the Walkman launch was so successful that it extended to 12 years, during which Sony sold 50m units. The announcement exceeded expectations and cemented the Walkman’s status as a cultural icon and a precursor to modern portable devices such as the iPod and smartphones. This success solidified the partnership of Geltzer & Co. and Sony, which eventually gave the agency its entire product portfolio.

Geltzer’s innovative thinking extended beyond Sony. In 1985, he collaborated with actress and musician Debbie Harry and artist Andy Warhol to launch the Amiga computer, demonstrating the inaccessibility of digital art and cementing his reputation as a leading figure in PR technology.

Since the beginning of the Consumer Electronics Show (CES) in the 1960s, Geltzer has been a regular participant and has played an important role in developing the event into the world’s largest technology exhibition. His work represented the emergence of social media from a niche field to an integral part of branding and marketing.

In 2000, Geltzer & Co. was acquired. by French holdco giant Publicis, ending a remarkable 26-year journey at the helm of the agency. After the acquisition, Geltzer focused on educating entrepreneurs and lectured at institutions such as New York University and the University of Southern California, sharing his knowledge with business leaders and marketing students in the whole world.

Beyond his professional achievements, Geltzer was deeply committed to education and community. A Medill Hall of Achievement inductee, he served on Northwestern’s Board of Advisers, where he supported initiatives such as the Medill Medal for Courage in Journalism.

Howard Geltzer is survived by his wife Sheila, their children Jeremy and Gabriel and grandson Jackson. His contributions to the electronic PR industry and his dedication to educating future leaders have left a lasting legacy.

The family will share memorial information together. Donations in his memory may be made to the Medill School of Journalism’s Scholarship fund, which supports the next generation of journalists and innovators.

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