Analysis: News Maker: Defiant Torossian takes pride in pushing buttons
By Michael Bush
729 words
19 February 2007
PR Week US
6
English

Say the name Ronn Torossian and words like ‘aggressive,’ ‘brash,’ ‘competitive,’ and ‘egotistical’ come to mind. And Torossian, CEO of 5W PR, likely won’t even argue with you about most of them. He says he couldn’t care less what his contemporaries think about him or his firm.
‘A lot of people in the industry have a perception of who we are,’ he explains. ‘I’m happy that very few of them really know who we are. 5W will always be described as the most aggressive firm in the country. For me, that means working harder than the other guy.’

Still, over the past four years, Torossian perceives a change in what people think.
‘Our peers are recognizing we’re not just a loudmouth agency,’ he says. ‘We’ve had that perception for a while because I’m a different type of CEO. I’m not active in PRSA (or) in industry organizations that don’t do much for the industry. I don’t know what PRSA does. I don’t know what any of these organizations do.’

The agency’s clients range from Pamela Anderson to the government of Israel. More often than not, Torossian says, the client’s personality mirrors that of 5W.

‘All our clients are risk-takers,’ he says. ‘Anyone who’s not willing to take a chance with their brand probably isn’t a good client for us.’

Last year, 5W scored what could probably be described as one of the biggest product placements in history when Shiloh Nouvel Jolie-Pitt appeared to the world wearing a shirt from Belly, a 5W client. Torossian won’t discuss details on how 5W secured the no-fee product placement, but says it involved months of back and forth with various people in the Pitt-Jolie camp and shipments of a variety of different products to Africa. ‘It was a phenomenal placement,’ he says.
Torossian says his unwillingness to ‘play in the sandbox’ with his competitors makes it easier to compete against them for clients.

‘One of the challenges I’ve had is that my peers don’t understand me,’ Torossian says. ‘I’m not mellow. I’m not close friends with Dan Edelman or APCO. I don’t want to be. There are very few people in this industry I have relationships with because it makes it easier to be competitive with them. There are other firms I respect and like, (but) I’m really good at what I do, and that bothers some people.’

When 5W started four years ago, it was a one-man operation. Today, it has 75 employees - that number is expected to surpass 100 this year, Torossian reports - and closed 2006 at dollars 9.5 million in business. Torossian is projecting 5W will reach dollars 11 million in 2007.

Joe Fisch, president & CEO of United States Beverage, a marketer of domestic craft beer and specialties, began working with Torossian when he was with another firm. Fisch decided to switch agencies in hopes of finding one more like his company.

‘We’re a small company, and we wanted to partner with an up-and-coming aggressive agency that had very entrepreneurial ideas,’ Fisch says. ‘I found 5W went the extra step. Ronn is very aggressive in strategic planning and making sure the plan is executed.’ When the company wanted to reposition its Seagram’s wine coolers brand, Fisch says other agencies said it couldn’t be done, but Torossian believed it could.

‘Ronn said we have to go young and run a much more contemporary platform,’ Fisch recalls. ‘Ronn was instrumental in turning my mind around by saying we can be aggressive with a much younger consumer.’

Fisch says Torossian’s aggressiveness and dedication have been the foundation of a relationship that goes beyond agency and client.

‘I use Ronn not only for PR and brand strategy, but as a consultant for my company,’ Fisch says. ‘He’s honest and doesn’t pull any punches. When he says something, he gets it done.’

Ronn Torossian

Many people ask us “What Do We Do With The Hits Once They Come Out”:

Its been said that: “Articles are often more valuable after they are published than when they were first published.”

Recommendations: Use & Utilize a PR book. Select an attractive three-ring binder and place the company name and logo on the cover. Insert every products marketing article and include a copy of the magazine cover in which the article appeared. Place it on the CEO’s desk for important visitors to view. Also make duplicates for other C-level executives and sales managers. Visitors can see the book immediately and be impressed.

Frame reprints and line your walls to impress visitors - Post articles on company Intranet to boost employee morale.

Courtesy of Odwyers (www.odwyerspr.com), 25 ways for increasing the value of articles:
1. Create a publicity book articles that can be shown to editors, prospects, clients, or investors
2. Frame feature articles and display them prominently in your reception area
3. Mail copies to past and present customers
4. Include articles in your salesperson’s presentation book
5. Include articles as part of direct mail pieces.
6. Use articles to handle sales objections
7. Send articles to existing dealer and manufacturer’s rep networks
8. Send articles to potential dealer and manufacturer’s rep networks
9. Make a prominent display of your articles in your trade show booth
10. Use the articles to establish credibility among your telemarketers
11. Many publications present awards for best products in various categories
12. Use the fact that you had articles written about your products in display ads
13. Use published articles to open doors when key prospects will not see you
14. Send articles to your banker and to key vendors
15. User articles to lure key staff away from your competitions
16. Send articles to your best customers
17. Use articles to send to your opinion leaders
18. User articles to get people who want to buy your company to pay your price
19. Use articles to get other companies to affiliate with you
20. Send articles to public officials in your area
21. Send articles of authors of books on subjects relating to your industry
22. Display your published articles on your website
23. Use your articles to get more articles published in other publications
24. Use your articles to stimulate word-of mouth
25. Place articles on appropriate public bulletin boards in your industry

And my own final tip – HIRE 5W PR !