Feature on Ronn Torossian In The Jerusalem Post: One on One: ‘It’s all about shaping a story’

I was quite pleased with the profile on me which ran in The Jerusalem Post, the largest English language newspaper in Israel.  Loved the last line: I have three clients: the people who hire me, the media and God – not necessarily in that order.

Welcome your feedback and appreciate your thoughts.

Ronn Torossian

5WPR

I was organizing computer files last night, when I came across the following email from a staffer a few years ago. It was a summary of her notes from a presentation I gave to the staff which I still found relevant and enjoyable to read. Here is her ‘Cliffs Notes’ version email to me:

People work with people they like & buy from who they like
References from others are key
Keep it real; build real relationships – it’s the only way it will work
Don’t lie or make false promises to secure new biz
Work with people you like/ people you’ll click with as a peer group
You need to feel natural/confident
Good/qualified leads are looking at other companies as well – means they’re serious about hiring a PR agency
Deck is about who we are
Proposal is about what we can do for them
Getting leads comes from asking and telling
Everyone in your world should know what you do
You’re always selling yourself and what you do
Know your purpose when networking
When you’re in the meeting, let them talk
Let them tell you what they want; what they’re looking for
Clients are looking for someone to make a difference in their company
They’re looking for PR that will give them ROI
Sell the truth about what you can do
PR is a piece of the puzzle not their entire biz model
I welcome thoughts and feedback.

Ronn Torossian

5WPR

I admittedly haven’t blogged as much as I’d like to the last few weeks. Day to day work and traveling has worn me down. I’ve been posting a lot at Twitter, which regrettably means less blogging.

Some random musings:

1:  While Goldman Sachs received negative press this week for reportedly “telling employees to tone down their spending,” I thought it wise on their part. If employees do not heed wise messages from their CEO, I believe they should rightfully be disciplined. Much like Mafia movies where characters are told to watch their spending, Wall Street today is under intense scrutiny. Business people have to be careful to not become the poster boys for gluttony and greed. In today’s world, a black card is something to be hidden rather than flaunted.

2: The communications industry remains confused about where the business world needs us most.  After multiple discussions with CEO’s from other PR Agencies, I think many don’t realize that clients need us now more than ever.  PR is a relatively light expense, but it can greatly impact SEO, consumer confidence, brand messaging and shape public perceptions. I believe it requires more focus and precise targeting than ever before. Clients demand more… but there is ample opportunity if we look in the right place.

Lastly, I remain confused as to why more of my colleagues don’t utilize blogs or twitter.

Ronn Torossian

5WPR

In the last month, interestingly, we have been hired by three companies not to promote a product, but to do all we can to keep a story out of the media. These of course are very confidential assignments, and while I can’t discuss specifics, crisis communications is an area of specialty in which 5WPR works extensively. We have worked in crisis PR for Fortune 500 companies, some of the richest people in the world, and from product recalls to political scandals, most of our clients in this arena never become public and we get paid well to keep their stories out of the press.

Very few companies have crisis PR/crisis communications plans in place, but they should, as most successful companies and people have enemies or detractors. The media’s job is to probe and report, even more so in today’s era of social media where everyone has a “megaphone.” Be wary of certain unorthodox questions, if something seems out of line it just may be, and not all is as it seems. Hire a crisis PR firm, or crisis PR specialist before it is too late, the cost of prevention is surely less than hiring someone after the article runs. A few tips:

* Always be cautious if certain programs call…i.e. 60 Minutes, Dateline, etc.

* Provide media with accurate information, and spend the necessary time to educate them.

* Don’t be afraid to challenge reporters and publications if you believe they aren’t being fair and balanced.

* Utilize a reporters’ editors, provide additional sources, prepare and prepare.

* Consider establishing a website or alternate means of educating the public if you believe the media is going to do a negative story.

* Utilize SEO to push up positive stories, and push down negative stories.

* Manage information and establish a spokesperson. Consistency is key to preventing stories from being published.

There are a variety of ways we prevent stories from being published, the majority of which are better kept quiet, but it’s absolutely a specialty, and for one reason or another a growth area in 2009.

At 5WPR, we have many rules we follow for crisis PR, and are happy to provide further information to those who email me at ronn@5wpr.com

Ronn Torossian

5WPR