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