Sometimes in the midst of life’s daily madness, one overlooks how great it all is, and only in reflecting did I realize how special a day yesterday was.

It started with an 8 AM client breakfast at the Carnegie Deli (yes, its open for breakfast) with one of the country’s leading Evangelicals – An individual with daily access to some of the highest members of the GOP and major Republican influencers in the country; someone whose every word is carefully heeded by the media.  After the 1st hour of work talk, we ended up talking personal issues till 10:30 (I missed a planned conference call, occasionally a necessary sacrifice), and came to the office invigorated, if not late. 

Next – A mid-day new business meeting at one of the largest retail stores in the US.  We are in the running; it was fun and we are hopeful. From there I went straight to a publishing client who is a market leader to trade ideas, review progress and plan a conference. When I first started my PR agency, I would have stayed up hours pontificating on these meetings, but now I ran from place to place – prepared and certainly excited… but more routine.

My last meeting of the day (in between chats with staff, media correspondence and a quick internal financial meeting) was my sitting monthly meeting with one of the leading hairdressers in the US who is a client with whom we have had enormous success, and is someone who continually inspires me as an entrepreneur. 

Finally, I ran home quickly to change and shower, and then to meet a group of former clients visiting from Europe at the Four Seasons. 

Only this morning did it occur to me to stop and say “wow what a great and exciting day.” It was fun, great clients and great conversations – prosperous and something which when I started this business would have been an OMG moment… but now more regular. It’s important to sometimes just stop. Reflect. And be thankful.

This story would be more amazing if I were able to name names… but I can’t…. But it’s all exactly spot on… and whatever your lot is in life, take time and appreciate the great and special things.

Memoirs on this beautiful NYC day in May.

Ronn Torossian

5WPR

In order to conduct a successful PR campaign, one must understand the need for strategic targeting. Since Day 1, we have been very successful at identifying different categories of influencers, as they suit our clients’ needs. The goal of such an undertaking is to reach the ‘influencers’ in a given field, who will help to broadcast your message. This concept of an “influencer” is relevant for every business – Whether a VC for a tech brand seeking funding, the right celebrity for a consumer brand, or an analyst for a publicly traded company.  Owing a PR agency, I know that any of these can move a company’s sales, alter public perception, or change their future.

This morning I came across a very interesting post on social influencers at  and while I am not sure I agree with it all (All numbers aren’t strategic… because many people don’t really “know” their “social” friends)… but nevertheless there are some wise comments here, and I recommend reading it.

Over 2 years ago, I wrote this post on influencers, and I think in many ways the social media influencers of today are as relevant as some of these folks were a few years ago (and in many ways, continue to be).

Ronn Torossian
5WPR

I read an interesting article today in The Daily News which spoke of mainstream TV outlets essentially resorting to “pool coverage” in lieu of traditional media reporting. While I imagine this concept originated because of financial concerns, one wonders if it will continue thereafter, and my guess is yes.

I have often wondered why stations maintain the practices of dispatching cars to location and spending hours on makeup & prep work for interviews that don’t seem to justify the time, effort, and funds expended in the name of what usually ends up as a mere 20 second soundbite. 

This story, along with the evolving business of mainstream TV, speaks, yet again, to different forms of media finding unique opportunities to thrive. This article wisely asks “Will it matter who you watch anymore?”

There are continual PR opportunities for people, brands and the like, to utilize Youtube and similar platforms to create their own video, and their own content, as opposed to relying on traditional media as the sole perpetrator of content production (albeit still very necessary).

Ronn Torossian

5WPR

Winning new business in any economy, and especially in this economy, is an urgent and constant necessity for any agency.  Of course, servicing existing business should always take precedence over chasing new business, and it should be noted that there is always a cost to pitching, writing proposals and pursuing new business.

It is imperative that agencies take a long hard look on what the potential client is asking of you. In this economic climate, it is easy to see any “New Business” opportunity as something to vigorously pursue; but make no mistake, that ‘pursuit’ can often be costly and an ineffective use of time.

Case in point: While we have signed some great new business recently, have also seen and heard from some really “out there” potential clients, on which we passed.

A few examples:

An entity which asked us to write a very lengthy PowerPoint proposal, to be bound, color collated, 15 copies and presented in person by the whole account team… for a annual $70K budget (We cant spend 10% of an annual budget on the proposal alone)
 

A call just this morning requesting an RFP… which also went to 20 other agencies from whom they are requesting proposals (but won’t do meetings because of the time required for face to face meetings) 

A big brand, which asked for 3 client CEO references prior to disclosing budget or timelines
 

We respectfully passed on each of these pieces of business, and I believe its also important to say no on new business. Not all new business is good business, and in this economy, I believe there are brands who are taking advantage of agencies. 

A good client, and a good prospect is one who is respectful of an agencies time and expenses, and is up front and honest about requirements, budgets, and the process.  They are in the majority… but don’t always say yes when asked to pitch, in any business.

Ronn Torossian

5WPR

This weekend, I had a scary discussion with a soon-to-be Wharton business school graduate.  He told me that, in his estimate, 50% of his graduating class doesn’t have jobs; while they have to start repaying loans in September, he expects many of them will simply default.  Surely, their parents are making less money and many will have families of their own to support.  There’s never before been a time when a Wharton MBA graduate didn’t have an immediate job opportunity.

Unique times indeed.

Ronn Torossian

5WPR

I read this NY Times article this AM, and for me saw validation of last week’s post.  This quote for me summarized it: “The sizzling reception… shows how fast a mature corner of online media can change.”

Ronn Torossian

5WPR

This week alone, three clients spoke with me about investing funds in “content creation.” The goal of these campaigns is to grab consumers with attention-grabbing content and subsequently buy their product.   With the changing media, smart entrepreneurs are hiring spokespersons and creating their own content. This gives them the freedom to define the news without losing control to the media’s agenda.

This concept, if done right, will trump trade media outlets and enhance a company’s SEO.  For example, General Electric recently launched an alternative media outlet, a type of hybrid between traditional online news and a blog. This allows them to create their own content, catering to an audience already interested in the material, and provides a forum for consumer engagement and conversation.

In an environment where brands aren’t spending money on advertising, brands have an opportunity to define their industry’s news and trends. For a fraction of the cost, brands can finance their own industry’s media machines. PR 2009.

Ronn Torossian

5WPR