It has been said, “Articles are often more valuable after they are published than when they were first published.” So, it is important to showcase media placements long after the initial “hit.” Since I am often asked by clients of our PR Agency how to do this effectively, wanted to provide a few ways to increase the value of articles:

1. Create a publicity book with articles that can be shown to editors, clients, investors or at trade shows

2. Publish articles on your website

3. Frame feature articles and display them prominently in your reception area of your office/personal office

4. Mail copies of the placements to past and present customers, vendors, bankers, public officials, employees, opinion leaders, etc.

5. Include articles in your sales presentation book, and as part of direct mail/e-mail campaigns

6. Use articles as examples to counter sales objections

7. Use the articles to establish credibility

8. Use published articles to open doors when key prospects will not see you

9. Use articles to lure key staff away from your competitors

10. Use articles to convince prospective buyers to pay your designated price

11. Send articles to authors of books on subjects related to your industry

12. Use your articles to get more articles published in other publications

13. Use your articles to stimulate buzz around your business

And my final tip – HIRE 5W PR!

Ronn Torossian

5WPR

One of the most challenging parts of the Public Relations industry is validating experts.  In today’s Internet-driven society, anyone with a blog, or any form of social media can anoint themselves an “expert” in a particular field. It is difficult for the average consumer to distinguish between information on the Internet written by someone widely recognized as a reliable source by virtue of education, training, skill, or experience, OR information by someone who is simply regurgitating the expertise of many others. Just because Google News aggregates a blog’s headline alongside one from The New York Times, doesn’t necessarily mean the author is an “expert.”

The work never stops in the demanding world of PR.  Since “work” ended Friday evening, I had dinner with a prospective client Friday night at his fabulous Central Park South home.

Then, I had lunch on Saturday at the home of one of the richest people in the world and a member of the Forbes 400. In attendance at the small intimate gathering was a Nobel Peace Prize winner who I greatly respect. I wish I could name names, but I can’t. Let’s just say it was definitely one of those weekends where I pinched myself and said “Wow. Is this real?”

Sunday, I spent a few hours on the phone with another member of the Forbes 400, who we represent, working on a vital press announcement.

Hard work, but is it really work if I love it? I wanted to end with a quote I think any entrepreneur will enjoy. “Keep getting it wrong until you get it right.” Don’t be afraid to make mistakes…

Ronn Torossian

5WPR

The first two weeks of 2010 have been crazy and hectic.  I don’t see this as an indicator of economic recovery, but I do think people have finally woken from the two-week holiday hibernation… and apparently they are thinking Public Relations.

Amazingly, I have left uncompleted work on my desk at the end of the day.  It is a lot of work, but amazing, fun and rewarding… PLUS burning off steam at the gym always makes it easier.

Here are this week’s highlights:

• Last night, had dinner at Nobu 57 with a client, the CEO of a $10 Million company, for whom we serve as PR Agency of record, who verbatim told me, “No individual person or company has had the effect on his business’ valuation like 5WPR.  From media coverage to raising the brand to strategic business introductions, you and your company’s energy knows no boundaries. Thank you.”

• I meet with Laurence Haughton, the author of one of my all-time favorite business books, “It’s Not the Big That Eat the Small… It’s the Fast That Eat the Slow – How to Use Speed as a Competitive Tool in Business.” While chatting in my office, he shared fascinating stories of success with me—stories that transcend the traditional teachings of business schools.  If you haven’t read the book yet I urge you to read it immediately.

• This week I spent a significant amount of time pitching clients to the media, which I do every week because I strongly believe you can’t tell a client’s story if you don’t personally interact with the media.

Ronn Torossian

5WPR

With the recession still upon us, we, like most US PR firms, are overwhelmed with resumes, particularly entry-level personnel eager to embark on their public relations careers. I was pleased to read a recent study that ranked PR one of the best jobs to look for in 2010.

So, here is a word to the wise for young professionals looking to begin their careers– Public Relations is multifaceted, so do your research. Be sure you understand and explore the differences between in-house and agency as well as the various types of PR under those umbrella terms.  To say, “I want to work in PR” is like saying “I want to work in the medical field” – You need to be more specific.  Do you want to pitch media primarily or want to work on only one account? These are things you need to be sure of before applying and interviewing.

Working in Public Relations is very hard work with lots of long hours.  You need to be a confident, intelligent, well-rounded, well-read communicator.  Successful PR people are quick on their feet, able to make decisions at a moment’s notice, and are not afraid to sell. At our NY Public Relations agency, we are looking for qualified employees with agency experience.

Since 5WPR is hiring at all levels, please feel free to email us your resume at careers@5wpr.com

Ronn Torossian

5WPR

The journey of 5WPR started January 2003, and amazingly,this journey this week starts its 8th year, and I at the age of 35, owning one of the 25 largest PR firms in the US continue to be inspired by amazing quotes. Some I wanted to share this week to start 2010:

“The one thing all famous authors, world class athletes, business tycoons, singers, actors, and celebrated achievers in any field have in common is that they all began their journeys when they were none of these things. Yet still, they began their journeys.” Mike Dooley

“Success is the sum of small efforts, repeated day in and day out.” Robert Collier

“The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack in will.” Vince Lombardi

“The surest way not to fail is to determine to succeed.” Richard Brinsley Sheridan

“Genius is one per cent inspiration and 99% perspiration.” Thomas Edison – Inventor and Businessman

This PR agency believes in hard work, commitment, drive and focus. Onward and upward in 2010.

Ronn Torossian

5WPR