I just finished reading PRWeek’s op-ed on the 2008 Olympics and the associated protests.  The piece’s headline says it all – “Avoiding politics is not a solid long-term game plan.”  I completely agree.

Every sponsorship initiative has inherent political risks.  If a sponsorship receives unfavorable press because of political tensions, it’s naïve for a PR professional to try and diffuse the issue by saying its client didn’t enter the sponsorship for a political purpose.

Before a corporation enters into any sponsorship or charitable arrangement – whether green initiatives, international aid, or the Olympics – potential political backlash should be taken into account and prepared for.  The larger the event or initiative, the greater the risk.

Today, politics is business and business is politics.  It’s part of the lexicon.

Ronn Torossian
5WPR

As a PR professional, the way I consume news is very different than an average reader skimming for content.  Instead, I almost automatically analyze not just topical information, but placement, angles, coverage, experts, trends and photo ops ad infinitum.

For example, from reading a daily paper, I can  generally tell which stories are placed solely because of publicity outreach, depending on angle or frequency of coverage.   While scanning the Sunday papers, I identify the recent trends and expert sources that have reappeared after a brief stint of radio silence, which is almost always the product of a newly hired PR firm (or a good in-house person).  It’s a simple observation, perhaps of a cynical PR professional.

In public relations, we simply read and study things differently.  And unlike many who aren’t in the know, we don’t blindly believe what the media hands us.  We’re constantly reminded that things aren’t always necessarily what they appear to be (Or the media wants us to believe they are).

Ronn Torossian
5WPR

As has been posted before, per 2 clients who I had this discussion with today, wanted to report this… 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 public relations book. Select an attractive three-ring binder and place the company name and logo on the cover. Insert every product’s 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 !

Ronn Torossian
5W PR

Ronn Torossian, CEO of 5WPR on NY

I was away for just a few days, but that’s all it took to remind me what a great place New York City is.

Last night at 11 p.m., I was restless, so I went jogging.  I challenged myself to run to Columbia University and back home – five miles or so.   Pounding the pavement up New York’s streets, I recognized how beautiful the city is.  I’ve always been a fan of the architecture in Morningside Heights.

As I have said often, and will say again, passionate people need an outlet for their energy. For me, running is often that outlet.  I’d advise all entrepreneurs and hard workers to find an outlet, whether it’s physical activity, knitting or learning a second language.  Take the time.  I know I couldn’t function without it.

Ronn Torossian

5WPR

I just returned from a few days of business and pleasure in South Florida.  It’s amazing what a short break can do for the mind, body and soul.  Time away can reap clarity and focus, while putting everything into perspective.

Recently, news organizations have been devoting their time to what is, in my opinion, one of the most absurd debates –  whether employees should be paid more for using blackberries during “off-hours.”

In today’s 24/7 news cycle, corporations won’t exist if they live on a 9-5 clock, and great PR people won’t go far if they “log out” at 5.  The global environment and the world have changed forever.  Work and life outside of the office have merged closer than ever before, like it or not.

When I was 13, I worked 50 to 60 hours a week every summer in a Bronx pizzeria.  My boss told me, “You don’t want to come to work tomorrow, great.  Don’t come the next day or for the next few weeks either.” While he said it half jokingly, the reality is the world won’t stop because you don’t want to perform.

In today’s hungry, new-money driven world, there’s always someone willing to work harder and push more, and the simple reality of life is unless one works in a minimum wage or civil servant position, they can’t simply punch the clock. And, as I fondly recall, a few years ago even NYC Mayor Bloomberg terminated someone for playing Tetris on the job… and he was right.

As Donald Trump and others say, “You can’t be great at your job if you don’t love it.” And, the truth is, no one will force you to check your blackberry, but I guarantee people who don’t respond to client needs during after-office hours won’t retain their clients very long.  For those of you in the PR industry who compete with 5WPR, I’d urge all of you to not check your blackberries after 6 or on weekends, because we always will.

I recently said to a new crisis client, “It’s very easy for people to criticize and much harder to succeed and build.  Building takes hard work, sweat, time and sacrifice.”

Entrepreneurs and successful people work hard.  I am sure the folks at NBC, CBS and other competitors are hoping ABC folks don’t check their blackberries after hours… so they get scooped for their stories in this uber-competitive media world.

Ronn Torossian

5WPR