In the past few hours, videos of several Domino’s employees engaging in disgusting behavior (see: 1 and 2) have circulated through blogs and social media platforms, causing quite an uproar and brand damage to one of the nation’s leading pizza chains.

This is the changing face of PR in the era of social media. While the business of public relations is fast moving and days are unpredictable, social media comes equipped with videos (with brand images connected) and spreads faster than ever before.  Faster than daily newspapers can come out or TV programs can run updates.  Dangerous and scary.

Domino’s, to their credit, responded quickly and with well-delivered wording:  “The ‘challenge’ that comes with the freedom of the internet is that any idiot with a camera and an internet link can do stuff like this – and ruin the reputation of a brand that’s nearly 50 years old, and the reputations of 125,000 hard-working men and women across the nation and in 60 countries around the world.”

While there have always been rumors, and the advent of the Internet created sites to exchange information, today with video and social media, information can spread more quickly than ever before.  Luckily for them, Domino’s caught this very quickly, but they still could not stop brand damage from being done.

In the age of instant communication, media, crisis PR and social monitoring is more vital than ever.   This story is still being told.

Ronn Torossian

5WPR

Although I was raised in the Bronx and spent innumerable days at Yankee Stadium, I will nevertheless admit to having attended the Mets home opening of the $800 million Shea Stadium last night.  It was quite a memorable experience.   I went with a top-tier journalist and a major client (who has season tickets), and we sat in the 2nd row behind home plate, celebrity center, listening to Governor Patterson make small talk as he was loudly booed by the stadium.

Sitting up there was a social event, with everyone constantly moving around.  I spent an inning in the front row with a colleague with whom I sit on a non-profit board, met a lot of potential sources for new business and had face time with influencers. In terms of the brand, the stadium itself is breathtaking: small town feel, part Disney, and certainly nothing like the old Shea.  The immaculate, luxurious Sterling Club felt more like a high-end hotel than a baseball game.

One thing which jumped out at me was the lack of big-name advertisers.  A local, small construction company, small car dealerships, and even Caesar’s Palace in Atlantic City – all prominent advertisers at the stadium, but very odd brand fits for the Mets.  Sign of the times, even with Citigroup spending their millions and millions.

Ronn Torossian

5WPR

Good read in today’s Business Week titled, “Why PR is the Prescription?” Great story on why PR is on the rise in marketing programs around the globe, and why companies should rethink shrinking their public relations budgets, even in this tough time.  PR brings more bang for your buck, costing  much  less for better results.

Good communication is all about telling a compelling brand story, and PR is designed to tell your brand’s story in the most effective way.   PR firms remain the smartest and cheapest option to build brands.

Ronn Torossian

5WPR

This weekend I read a very interesting survey of journalists.

Prior to the recession, traditional media had tremendous challenges. Now, with the onset of this economy, things are changing even faster, with mass layoffs and newspaper after newspaper folding. The survey spoke volumes and led me to ask how long it may be before blogs publicly (or privately) sell content to the highest bidder. In a world that — to date — has no established rules, do bloggers have the same ethical responsibilities as traditional journalists?

Anyone with mass traffic and early-mover SEO may eventually be able to do a lot with content. I have very much enjoyed Tina Brown’s new site, and wasn’t surprised to see last week’s announcement re: advertising, nor comments re: “sponsored content.”

For me, there’s a very clear link in terms of the survey item I led with in this post and the concept of sponsored content. The world has changed, and one wonders how traditional journalism schools will adapt in the years to come, as well as how the public relations industry will evolve.

Companies like NAPS have been servicing the PR agency world for years. For a fee, NAPS writes articles and incorporates them into newspapers and magazines. They guarantee hundreds of placements, and the articles they write are rarely labeled as advertising. As their website states, “The CDC and the AMA, for example, contribute timely health stories on food, safety for children, or cutting edge medical technology and techniques; experts write about home maintenance and decor; home economists at General Foods send recipes; and financial gurus at such companies as Primerica (a member of Citigroup) offer advice on investing and money management.” Will someone incorporate this concept for the internet world? Without mass publishing or distribution costs and with simple, smart SEO, it can be done a lot quicker, and a ton cheaper.

Food for thought.

Ronn Torossian

5WPR

This week, I had to make a long day trip for a client meeting.  I left my house at 6 AM and didn’t return until 11 PM.  Between long waits and just traveling, I had a chance to listen to some great music.  Music always puts me in a different zone and allows me to think.  It’s a temporary escape from delays, terrible flights and the like.  The right music can adjust one’s mindset and allow them to win, and adjust focus.

Traveling outside of NY for the day and getting a little distance from the craziness of everyday business allowed for reflection, which is always necessary as a business owner.  Removal from the immediacy of owning one of the 25 largest PR firms in the US provided me with a clearer head.

I also spent an hour yesterday with a very high-profile individual who spoke of the work he completed.  About criticism, he said “Be focused on what needs to be done.  Focus and don’t distract. Ignore critics, believe in yourself and g-d.”  This individual has accomplished a tremendous amount, and his sheer faith and belief in himself was inspiring.

It shows someone like me, who always dreamed of making the Inc. 500 list, which we did, to push for the Forbes 400 list, a life-long dream. Focus and desire go a very long way.

Ronn Torossian

5WPR