Working in public relations and, in particular, crisis management, there is a tremendous balancing act between projecting clients’ images and agendas and, at the same time, protecting them – essentially keeping the press at bay.   Often, as it is, the purpose of PR and wrangling with the media is to encourage positive coverage for whomever or whatever you represent.  If the story is not going to be positive, then it is best just not to do it.  The job of a good PR person is to protect his clients and make them look their best in the media and in public.

It is for this reason that I found myself agreeing with the recent Obama campaign’s decision to ban a reporter deemed to be from a publication believed to be less than objective for Obama from his press plane on this week’s International “foreign policy” trip.  Let’s face it, there’s no shortage of reporters wanting to travel with the presidential candidate – as the campaign received 200 requests for press seats on the plane, of which they were able to grant only 40 – so why grant space to a publication who has previously hurt the campaign, and who may skew coverage in place of someone less inclined to do so?  It is hard to imagine the New York Yankees allowing a Boston-minded sports reporter unfettered locker room access.

Candidates and clients as well, offer access to media with the hope, and perhaps even the expectation that media will present a positive narrative. Yet, anyone worth his salt in public relations knows all to well that media access by its very nature presents the possibility of either a good or a bad story.  So, if there is choice, why ante-up with media deemed to be biased against your position when there are so many other journalists one can gamble on to better the odds?

Equally as reporters at the top tier publications want exclusive information, unique off the record comments and the like, so too must there be a very fair and real expectation for them that if they present a negative or seemingly prejudicial story then the possibility of being excluded is very real – especially when there is a major issue at stake, like a presidential election, and especially where the candidate has the luxury of choosing any media he prefers.  Indeed, he cannot avoid bad coverage from someone inclined to do so, but he does not need to offer a seat on his plane.

The banned reporter in question, Ryan Lizza of New Yorker Magazine learned that Obama had earned a reputation of “‘you’re not going to punk me, you’re not going to roll me over, you’re not going to jam me.’”[i][i]  This is not an issue of Freedom of the Press; Lizza can write what he wants, but Obama is not obligated to open his arms in welcome.  Outrage by media over such policies is also hypocritical, as stated in The Huffington Post, “Wow. So it’s gonna be like that, is it? Retribution for unfavorable coverage is a chilling thing to contemplate.”   No, it is not chilling – it is valid.  As journalists are arbiters of fate, they should expect that those on the receiving end of their opinions or ideals be cautious.

I find myself agreeing with this statement from Anita Dunn, an Obama advisor, “The press corps wouldn’t be doing its job it if weren’t demanding more access than we’re willing to give,” Ms. Dunn said. “We wouldn’t be doing our job if we didn’t occasionally irritate the press.”[ii][ii] 

I understand those of us in the public relations business who feels that media must not be allowed to simply run rampant over clients - especially those who garner tremendous media attention.  It does not mean that we should not cooperate with media – We do, but while we would love totally positive coverage, we generally seek what we can expect to be fair and objective.

[i][i] http://www.huffingtonpost.com/2008/07/21/obamas-revenge-emnew-york_n_113969.html

[ii][ii] http://www.nytimes.com/2008/06/19/us/politics/19campaign.html?_r=2&hp&oref=slogin&oref=slogin

Ronn Torossian
5WPR

Spent a few hours with the CEO for one of America’s largest private companies.  He spoke of walking throughout mega-stores and speaking to huge brand CEO’s who spend hours talking about macroeconomics and square footage, and who can go through power points and huge industry analyst reports and never once mention the key word – CONSUMER (and how he never hires people who speak in these abstract terms… as a consumer is someone they touch and feel).  As the recession continues, the brands who actually focus on the consumer are the ones who will win.  This industry expert spoke of product always being the key… above all else… and treating the customer right… which leads me into the next concept regarding product…

What is it that a brand can do to create enough mystique that there are pre-orders? Clearly Steve Jobs seems to have figured this out… I had the question myself this past Saturday during my 7 AM morning jog, when I saw tens of people lined up outside my local UWS movie theatre waiting for Batman.  It’s been a long time since a movie has done that… but clearly Nike in the sneaker industry, along with many others, does this.  What is that mystique that would have someone stand outside a movie theatre for hours? For me, clearly it’s about many things… it’s a combination of sexiness, brand loyalty, great PR and marketing.  Clearly something every brand would love to have.

As an aside, I haven’t really until very recently read Jack Welch… I just started, and wow are his comments and thoughts amazing.  A must read for any business leader

Now, onto the second interesting meeting… with a niche business market leader in NYC, who spoke of having a large business with many distractions.  But at the end of the day, it’s really just two simple concerns that he asks himself (and I agree 100%):

1 – Is it good for my client?

2 – Does it make me money?

If the answer isn’t in one of those two questions as an entrepreneur in where you spend your time in business, then clearly you are misfocused.  It really is that simple (and a major difference between an entrepreneur and an employee)…

And lastly, business (and life) isn’t an “academic exercise”.  It’s real – not theory or concept… not a fictitious name posted on a blog, but instead something very real and measured. Real business – real life – real dollars and cents.  There are many who can criticize and nitpick which is easy… but working hard every day and building is a hell of a lot harder.

Ronn Torossian

5WPR

We recently lost a major RFP/new business pitch… and I am happy about it.  At the end of the day, we lost because another firm (one our size) convinced this global company that their global capabilities and “International” network was better than hiring one firm for the U.S., and additional firms in other more localized markets. 

With very, very few exceptions, to say that I vastly disagree would be an understatement.  Every single market is a unique animal and Europe is not one country. Every single small market has different languages, different cultures and different media styles. By nature, PR firms are not large in the grand scheme of business, and are even that much smaller worldwide (besides the handful of global conglomerates).

A PR firm with 10 employees in Europe may be the best firm for a consumer goods company. But is that firm really the best firm for a technology or political entity? How can it be the same?  Can an agency uniquely be best served in Sweden and also in France? Simply inaccurate.  And as much as the big holding companies who dominate the conglomerates claim that their offices work hand in hand, it’s a complete crock. Below the top levels (CEO, General Manager), no one in these offices is compensated by referrals to other offices, and it doesn’t affect their individual P & L statements for their offices.  It’s simply a crock, and no one cares.

So… sometimes when we don’t win, it’s all the best.  While we still win in excess of 80% of our new business pitches, more often than not in cases when we don’t win, companies often return and hire us after other firms over-promise and under-deliver. My advice when firms ask us for global recommendations is hire an agency market by market (which at times we have helped hire).  But the reason we aren’t part of a network is because I won’t refer business blindly to firms without thinking of a client’s DNA and needs market by market.

Clients who need global reach can and should indeed get it, but not as a cooker cutter, but instead on a case by case basis.

Ronn Torossian

5W PR

I always tell clients involved in court cases that there are two courts – the court of law and the court of public opinion.  With the changing nature of media today, a forum doesn’t exist where the media doesn’t play a major part.

This past week provided ample opportunity to study this theory in action, with high-profile celebrity affairs and divorces receiving almost continuous attention.  NYC coverage of Christie Brinkley and Peter Cook’s divorce proceedings was truly great media. 

One colorful quote I saw from Brinkley included that she needed to settle on that particular day because she had run out of outfits to wear.  Brinkley was determined to use the court of public opinion to her own advantage, countering Cook’s claim for custody with a terse, but loaded, strategy: “Well, I’m going to let the world know what you’re all about,” according to Stephen Steinberg in the New York Times.  And she wasn’t lying, as you’d be hard-pressed to find someone who wasn’t privy to Cook’s now-public indiscretions.

There are plenty of PR agencies and firms hired both openly and quietly to influence judges and juries of all sorts.  And with the recent success rate, I suspect that it won’t end anytime soon.

Ronn Torossian

5WPR

A bold, aggressive and very smart announcement by a buzz marketing agency was covered in Adage this week.  The agency is betting that its Word-of-Mouth campaigns can outperform competing campaigns for the same client by 20 percent, with a money-back guarantee. Great idea for media coverage, and most likely something which will be very successful for the agency.

While I don’t believe traditional advertising is dead, there’s no doubt the communication landscape has forever changed.  I believe buzz marketing is a very credible option and worth the marketing spend.  As media fragmentation continues to be a trend, word-of-mouth marketing is an increasingly economical and viable way to reach influencers.

Ronn Torossian

5WPR

Here are two thoughts I wanted to share:

1: As 5W Public Relations continues to grow, I find that I spend more time strategizing for high-level clients, reviewing spread-sheets and overseeing business issues.  Unfortunately, that means I spend less time pitching clients to the media.  Honestly, I absolutely love pitching the media and it is the main reason why I originally got into this business.  It’s something I continue to enjoy doing. 

For that reason, days like today, which are generally slow, are days I enjoy having time to pitch the media.  Reporters have a news hole which exists during the holiday weekend. One of the things I always point out to my staff is that on a normal Friday, you are competing against every other PR person for time on the phone, on air or in print.  But, on a Thursday before a holiday and on Friday, July 4th… CNN, FOX and the like will still be running 24/7.  Newspapers will still come out on July 5th.  It’s foolish not to work the extra hours and pitch the media.

There is also tremendous value in building relationships with entry level reporters, generally the people who get the holiday or graveyard shifts. And as they get promoted, they too will remember you.  It’s also a chance to slip through a story that wouldn’t otherwise get coverage when the newsroom is busy.

2: There’s an interesting corporate advertising/product placement story today in The New York Post on Hertz turning their rentals into a marketing tool.  I often wonder why brands don’t do simpler, innovating marketing campaigns like this one.  Companies spend millions upon millions of dollars to reach Hamptons consumers.  Why don’t brands do simple giveaways at the (very few) Hamptons gas stations where nearly all Hamptons visitors will reach, or other popular, low cost locations. There are many creative methods which brands could utilize to reach consumers.  I like the Hertz giveaway idea and predict that during this economic downturn, many brands will explore innovative and creative ways to reach consumers, as well as explore cross marketing opportunities.

Ronn Torossian

5WPR

I had a very interesting discussion about the economy today with a tremendously successful client, self-made, he’s worth hundreds of millions of dollars.

He spoke of his fear and gut instinct that this economy could be the worst the U.S. has experienced since the Great Depression.

Born during the Silent Generation, he spoke of growing up in Brooklyn, where women never ever worked.  The cure-all for the inflation problem in the ‘70s was that women went to work to supplement family income.

He said that, today, with 80-90 percent of women working, we no longer have a solution as simple as the one 30 years ago.  So now, how can the economy get better; by sending our children to work?  Surely not!

Hence, the crisis facing today’s families as the economy struggles.

It is continually interesting to me how one’s generational experiences and background affect their world view.

Ronn Torossian

5WPR

People ask me about our five year business plan.  I tell them how we started without a business plan, and we were profitable within 30 days because of hard work and sweat equity.  There are people who theorize endlessly and those who go out and just do it.  Every day of the week, I tell employees go out, create and do. It’s ok to occasionally make mistakes.  Be passionate, care and try.  Don’t over think.  Do.

Along those lines, I wanted to forward the following quote I was sent today: “You could spend years and years figuring out how to take three steps at once. Or you could simply take one step, and then the next, and then the next.  Being able to think things through is a tremendously valuable skill, but don’t let all that thinking prevent you from making things happen. Sometimes, it pays to think of a more efficient, effective or faster way to complete the task.  Other times, you’re better off when you just go ahead and do it.  Although analyzing what you must do can be helpful, analysis by itself won’t get the job completed. After you think it through, go ahead and get it done. Put your clever thinking into action, and you’ll have something of tangible value to show for it.  Put your mind to work, and you’ll create great ideas.  Then put those ideas to work with your efforts and bring them successfully to life.” - Ralph Marston

… and I will mix in a personal quote I am passionate about:  “If you were there and the Romans or the Babylonians were about to destroy Jerusalem and you had the power to do something about it, would you sit and mourn and cry? Or would you turn the world upside down? So what is stopping you? Overturn the world today.” - Chabad Rebbe – July 18, 1992

RONN TOROSSIAN

5W PR

Today’s unrelenting, 24/7 tabloid media is a concern for any business person at any level, which is why I found a recent Village Voice article detailing the contents of Harvey Weinstein’s trash to be somewhat concerning and amusing at the same time.  Having met Harvey Weinstein on a few occasions, I found him to be a very blunt and direct person. Seems his trash is no exception.  There are just so many different things going on in any successful person’s office at any second; it’s somewhat surprising to me this sort of thing doesn’t happen more often.

Media is everywhere, omnipotent and a constant cause for concern…

Ronn Torossian

5WPR