With the combination of a work-focused weekend, an arduous Monday, and a seemingly merciless economy, I often feel this year, the seventh year of my PR firm, resembles the first.  It has been a continual hunt for clients and media, and the war wages on.  Its grueling work, but I never forget, it’s also fun and rewarding.  I am reminded every day how important it is to have passion for what you do and I strive to create this environment for my clients and staff.  

Today, I hosted a great networking event, which was keynoted by my client, friend and prominent immigration attorney, Michael Wildes, the Mayor of Englewood, New Jersey. He gave a fascinating and enlightening presentation about the state of immigration in the US, and the politics of immigration. 

On a final note, I am happy to launch 5W’s new website today (www.5wpr.com), and remain very invigorated about a number of fascinating client initiatives which we are working on.

Public Relations is a continually evolving business, but its never dull.  Bigger and better – 5WPR – October 2009.

Ronn Torossian

5WPR

I am spending 5 days in Kiev, Ukraine with a client and strategic partner with whom we do a lot of business. I’ve made a few random observations while here spending time with this one particular major client and pursuing other business opportunities in this major Eastern European city.

-The concept of a global village is very much alive here – People here all have good relationships in every niche of the world.  There is a tremendous amount of wealth here amongst a segment of the population as evidenced at restaurants, where Audemars, Piguets and Bentleys are more prominent here than anywhere I have ever seen in the world. I was surprised at just how deep relationships run for business people here not just in the US, but worldwide. It is a constant reminder of how much the world truly is a global village.

-Blackberry addictions are much less apparent here than elsewhere.  People certainly use their phones and Blackberries, but telephone use is more than just texting.

-While mass media is important, so too is word-of-mouth media – In many senses because everyone understands that media and government aren’t always what they seem to be.  There is plenty of room throughout Europe for effective word-of-mouth media campaigns.

PR & Marketing food for thought from Kiev, Ukraine

Ronn Torossian
5WPR

Is amazing how many clients are asking for media training in recent months.  Despite the economy (or perhaps because of it), more clients (and even non clients) in 2009 have asked for media training that ever before.  Whether to hone messages, get more comfortable on camera (or for 1 particular client, avoiding cameras), many have asked for training on how to present and speak to the media.

Its an area I personally enjoy working in, and surely an effective speaking client makes the job of public relations that much easier, and of course that much more efficient.

Ronn Torossian
5WPR

As I continue to embrace and update via social media, wanted to take this cold NYC October nite and ask you to please follow me on the following channels:

Facebook at www.facebook.com/RonnTorossian

Twitter @RTorossian5WPR

LinkedIn at www.linkedin.com/pub/ronn-torossian-5wpr-ceo/0/108/84

Ronn Torossian

5WPR

This weekend was my favorite Jewish holiday, Simchat Torah.  It is a celebration which marks the annual conclusion of Torah readings (Bible), and the beginning of the new cycle. This year marks personal and professional milestones.  During the year I turned 35, and we are approaching the 7 year anniversary since I founded 5WPR, which is now 1 of the 25 largest PR agencies in the US. 

Recent introspection has led me to want to share a few lessons.

·         Peace with yourself is something which is key to all personal and professional success.  Having made 40 under 40 lists, Inc. 500 lists and the like, professionally I have always sought more and continue to do so. During these tough economic times, and other trials and tribulations its become increasingly important for me to understand Ecclesiastes 3:1-8: For everything there is a season, And a time for every matter under heaven: A time to be born, and a time to die; A time to plant, and a time to pluck up what is planted; A time to kill, and a time to heal; A time to break down, and a time to build up; A time to weep, and a time to laugh; A time to mourn, and a time to dance; A time to throw away stones, and a time to gather stones together; A time to embrace, And a time to refrain from embracing; A time to seek, and a time to lose;  time to keep, and a time to throw away; A time to tear, and a time to sew;  time to keep silence, and a time to speak; A time to love, and a time to hate, time for war, and a time for peace.

Interpret as you see fit for you.

Run Your Own Race At Your Own Pace – Compare yourself to yourself. I like to surround myself with like minded, positive driven people but I have come to realize I have to move at my pace and run my race at my pace. My world is made up of great people who do and accomplish the impossible and I want to continue to set the bar as high as I can.  One has to do what is best for them and what makes them comfortable in their own skin. By comparing your success to yourself, you can truly achieve the greatest professional success.
 

Do Right for yourself.  Care about you and do what is best for you, or no one else will.  Treat the people you care about well, but worry about yourself and take care of yourself first.
“Never give in, never give in, never, never, never, never – in nothing, great or small, large or petty – never give in except to convictions of honor and good sense. Never, Never, Never, Never give up.” (Winston Churchill).

Work hard and do right.
Ronn Torossian

5WPR

I have said it before and I will say it again. It’s October 2009 and for all the talk about social media and how it’s penetrating the world, at the corporate level social media remains largely untapped. While I too have read those stories about how great Jet Blue or Zappos is, they are among just a few companies that actually monitor. Nearly all companies aren’t participating, spending or even monitoring their social media (as I know first hand from complaints against large corporations, like Chase Bank and their inept customer service team, including Marleena Caro.)

I own the 21st largest PR firm in the United States, have over 1,500 friends on Facebook, 1,300 people following me on Twitter, dozens of employees, huge email lists, and on numerous occasions when personal contacts don’t work out, have “shouted out” via social media to no avail. No response from major companies who consider my PR agency and I to be good, bill-paying customers. It’s quite apparent that no one is monitoring or responding.

I also see it on the corporate side: brands continue to talk a lot about social media but won’t pony up and pay for it. There are a number of companies who are spending as they should in this arena, and we have helped many of them own this new form of media. They have made quantified sales and are capturing mind share.

But my guesstimate for the larger market place is that there will be no major changes before 2011.  It’s all still talk, and if you want any indication, take a look at the Top 50 PR agencies and ask: How many blog? How many twitter?

Ronn Torossian

5WPR

We do a lot of crisis communications work at my PR agency. Most of the clients who hire us for these matters aren’t publicly announced, but annually, we bill over $1 Million in crisis communications. We do crisis communications work for people who have (or are concerned they will be) indicted or arrested, or corporations who are concerned a certain issue may hit the media, providing damage control and the like.  As such, we deal extensively with producers for programs such as Dateline, 20/20, 48 Hours and others.  I have spoken with Robert “Joe” Halderman, and worked with countless other reporters and producers on these programs, including the famed Martin Bashir.

I stand as one who wasnt surprised to learn of Halderman’s extortion attempt.  It was bound to happen – dealing with producers for these programs, we have found a select few of them to be non-stop and at times vengeful. They operate with their own set of rules, and realize the power a negative story on their programs can do to one’s life. Their power is tremendous and can ruin lives.

We have had clients threatened, cursed, lied to and worse, and it was simply a matter of time before a Producer asks for millions to not have a story aired. The fact that this was David Letterman makes this an even larger issue.

Ronn Torossian
5WPR

Here are some quick, off-the-cuff thoughts from an extremely busy day. Although none of these are particularly ground-breaking or original, they are rules I always try to follow:

·        When things get hectic, allow yourself 3 seconds before answering a question (count in your head: one, two, three…) It allows you more clarity.

·        When speaking on the phone in your office, stand up. It gives you more authority.

·        Get out of your office and out of your comfort zone more often. Meet people face to face, move around and network. 

Random musings from a PR agency owner.

Ronn Torossian

5WPR