This week was really a whirlwind, hectic week, with constant running around, and 2 evenings which spanned past midnight at my desk. Even today, Thanksgiving day am at work, editing documents, preparing month end activity reports and organizing.

Its an amazing, fun rush being an entrepreneur, and I love doing it.

I find PR to be a great world to mix a variety of skills – Perfect for those who are able to multi-task, who like fast moving scenarios, and for those of us interested in communications, its similar to being a lawyer… but you wont hate your job as almost all lawyers seem to. (And the added benefit is there’s no 6 minute increments @ this PR agency… As I always tell clients, you shouldn’t care if it takes your PR team 10 minutes or 10 hours to get on Fox News or CNN, you should care about us placing you on CNN or Fox News.)

Happy Thanksgiving (attended the parade with family in Times Square, and came to office to work for a few hours pre Turkey Time).

Ronn Torossian

5WPR

I spent much of the weekend working– preparing a strategy document for a client, drafting a speech I will present to a non-profit organization (which I serve on the board of), and just general clean-up work around the office.

Looking forward to next week, I am excited for my business trip to Israel to meet with a client, and spend time with a few potential clients.  While I always look forward to trips to Israel, business travel translates into a series of hectic days the week before, the week after, and of course the week of. But, I go because the Israeli business market (which was recently profiled on CNBC) is fast moving and full of interesting companies in need of Public Relations support in the US. (and of course personal reasons)…

The world of Public Relations: As I often say, asking me, “What does your week look like?” is like asking “What is the news going be like a week from today?” PR, just like the news, is always changing and always moving…

Ronn Torossian

5W PR

I was forwarded this amazing article today that I thoroughly enjoyed reading…

http://blog.summation.net/2009/10/common-traits-of-aplayers.html

Here are some of my thoughts on “Common Traits of A-Players.”

- I agree that hiring smart, talented people is a constant challenge.  Amongst the common attribute I find in many successful business owners I have met is passion. They care about their work. Passion is essential at my PR agency – We care and it counts, and I demand that our employees care.

-As referenced in the article, Paul Graham stated, “great entrepreneurs are relentlessly resourceful.” I agree with the author to include this thought because where there is a will, there is a way. I have a new client who teaches that no isn’t an option…if you say no, offer an alternative solution that would make it possible…so it could become a yes.

-The article states, “Most A-Players get back to people quickly. Usually within 24 hours.” Anyone in touch with me knows how quickly I respond, and how important it is for me to do so, mainly because… “If you find someone that generally gets back to everyone in a timely way, it is usually a good sign.” I couldn’t agree more.

-I do agree arriving early is important, but in all actuality, the busier we become, the harder it is to arrive early.  
 

And lastly I agree that: “Great employees work harder than good employees. I know that is controversial, but it is true. Great people just work harder (though possibly because they are appreciated more).  Partially it is because they are motivated by their company and those around them.  But it is also because they take pride in what they do.  Jerry Rice outworked every football player.  Tiger Woods outworks every golfer.  They both have some incredible natural talents – but it is their work ethic that sets them apart.”

Ronn Torossian

5WPR

Sat through a presentation yesterday by a client to a Reporter and can’t begin to stress how much his presentation was helped by recent media training… amazing how people with great ideas, products and services sometimes present them so poorly – lots of facts and figures, lots of umms, and boring! 

This video illustrates a lot of what’s wrong with trying to use the same techniques for all, without a concrete message.

Media and presentation training is necessary, now even more so in this economic environment, and at this PR agency we are doing more of it than ever before.

Ronn Torossian

5WPR

Now, don’t get the wrong idea… it’s not Carrie, Sex In The City fun. It is fun to work hard and work diligently for clients…. The following events of the week illustrate why I really do love public relations (even though there never seems to be a break)…

·        My client and I celebrated a very positive story in one of the largest newspapers in the country, which was followed by a huge TV segment of the same nature.  Both media placements resulted in a tremendous boost in sales for them, and also a nice raise for us.

·        I had lunch with an attorney, who is a client, where we discussed an acquisition that a mutual client is making. This all happened while sitting across from one of the largest celebrities in the world… just 48 hours ago…

·        I assisted a client in finding additional distribution channels for her multi-million dollar company…

·        I met a Congressman late nite (a few checks in hand)…

·        I counseled a client involved in a major crisis (two late, late nights).

·        And, in addition to all of this, I fielded multiple calls from media, made countless discussions with staff, constructed quick client notes, and had many face to face meetings…

Even 7 years after starting my own PR agency, I get a rush every single day when I see a client in the media, especially when we make a difference in the client’s business.  Public Relations is fun because we touch success in many different arenas and interact with many different industry heads. And, I do love it, even though I have missed the gym 3 days in a row now because of work…

Ronn Torossian

5WPR

When I twitter so regularly, I find myself not blogging as much.

Some random thoughts:

People (unfortunately) hate winners.  Accidentally came across this study and wasn’t surprised at all.
Wish it was different. I love to win !

Website “design” is a lot less important than SEO friendly design.  I remain amazed at how few Public Relations folks understand the importance behind key words, search words and the like.

Public Relations in 2009 and 2010 will continue to be about business development, not just brand development.

Ronn Torossian

5WPR

Here are some thoughts I have at the start of this Friday, the end of a long week at this NYC based Public Relations agency:

·        NYC just isn’t the way it used to be. The city doesn’t exude the same energy. The once crowded streets are seemingly empty in comparison to just a few years ago.  Even 2 weeks post 9/11, it was more vibrant. But, this recession has taken a toll on people. I hope it will return back to its original grandeur one day, but it has a long way to go.

·        The media business continues to evolve and change. The number of reporters being fired and laid-off means traditional media is even harder for public relations professionals to secure.  Now more than ever, my staff spends more time targeting the appropriate journalists and media outlets. Regardless, my firm continues to succeed in obtaining results for our clients. We work harder and take more chances to ensure this success.

I am an avid reader and often have 3 half-finished books laying around the house.  This weekend, my plan is to finish, “Crazy and In Charge: The Autobiography of Abe Hirschfeld”, a gift from my client and friend, Elie Hirschfeld.  It is an enjoyable read that I highly recommend it to anyone in PR, promotions and marketing.

Like many other small business owners, we are more conservative in how we run 5WPR this year. As such, we don’t have the same amount of time to spend chasing RFP’s or new business leads as we used to.  We are hired for our focus, creativity and results. I was amazed to read of Sir Martin Sorrell’s comments regarding a recent “36,000 page RFP.”  http://www.marketingdirectmag.co.uk/news/944614/Sir-Martin-Sorrell-free-agency-pitches-wont-cease/ 

It’s simply amazing. We compete against agencies that spend thousands upon thousands of dollars to win business and we simply can’t and don’t do that.  We do amazing work, but as I have now learned, winning the business and servicing the business are 2 distinct things.

I will close with a great line that a friend, who is a lawyer and also in the service industry, told me yesterday about a prospective client he turned down.  “The worst clients are those who know the cost of everything, and the value of nothing.” We don’t want to be the lowest price Public Relations agency, and we aren’t.  PR firms price all over the board, but those of us who do great work, charge for it.

Happy Friday!

Ronn Torossian

5WPR