Overseas Filipino workers, the Maguindanao massacre, the Abu Sayyaf, and the Spratly Islands – surely not mainstream issues or topics that are seen in the media here in the U.S. regularly. However, thanks to the hard work of a Public Relations agency (not 5WPR), The New York Times, Bloomberg News, Reuters and others interviewed visiting dignitaries from the Philippines this week regarding the topics above.

Despite the firm’s success, the hiring of a NYC PR firm was a scandalous front page story in Manila, with headlines blaring: “Palace admits hiring US PR firm.” Outrage is now abound in Manila; hiring a Public Relations agency to assist in building support within the US?

On the front pages of Manila media, you can read of the administration defending the $15,000 PR budget at:

http://www.gmanews.tv/story/201737/15000-pr-budget-a-necessary-expense-rp-officials

As the President of the Philippines explained, the U.S. visit will likely “generate tens of thousands of jobs for Filipinos.” Upon arrival, he interviewed with six of The New York Times newspaper’s staff. Later media reports spoke of interviews with Bloomberg News and Reuters.

We work extensively in International Public Relations for dignitaries visiting the U.S., and I would imagine this campaign involved wining and dining along with tons of calls and follow-ups to arrange the NY Times, Reuters, and Bloomberg interviews. Not to mention researching the background of the Reporters doing the interviews, providing talking points and escorts to the interviews, and dozens and dozens of hours.

In my eyes, the scandal is the absurdly low fee which this firm earned – one, that in many other professional service industries, would cost at least 10 to 20 times more. Advertising campaigns, which few people see, don’t require hand holding, attention, or hours of work – which are all things built into a PR firm’s fee.

Its high time that Public Relations is afforded more respect. In a case like the one above, jobs will be created, international favor won, and attention earned. Of course, there is an obvious positive effect at home in the Philippines, as well.

As CEO of 1 of the 15 largest privately held PR firms in the US, I spend a lot of time managing crisis communications & crisis PR projects. It’s hard, time consuming work that reaps results. The above low fee crisis is one which is absurd and, to be honest, is unsettling.

The bottom line: be fair and give credit and reward where they are due. Why does PR consistently receive the short end of the totem pole ?

Ronn Torossian

5WPR

Have used this before, but thought would make sense to publish again.  Am often asked what to do with media articles after they are published. 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, via your social media mechanisms, etc

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 staff away from 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

Ronn Torossian

5WPR

Wow! What a day – exhausting and exhilarating. Hour after hour, day after day – PR –non-stop fun & draining at the same time. And they call it work?

•     6:00 AM – Did the loop on my bike in Central Park before a quick steam at the gym.

•     8:30 AM – Breakfast meeting. I remembered en route why I never leave my office during the dreaded UN Week in NYC – horrible traffic. We discussed China-US economies and ongoing PR/communications plans.

•     Mid-Morning – Met with 5WPR client, Limelight Marketplace’s CEO. This is a client for whom I am really very, very proud of the work we have been able to accomplish – regular top-tier coverage. We walked the space and reviewed ongoing activities and campaigns. Enjoyed the time.

•     12:00 PM – Returned to office for a sit-down and a quick bite with a new employee.

•     12:30 PM – Returned a few media and client calls. Returned emails, strategized with a team regarding a client.

•     2:30 PM – New Business Meeting. It was exciting; my team presented a great plan and it was an ideal fit. I hope and think that we will get the client.

•     5:00 PM – Met with an attorney who called last night with a crisis PR communications project. We were hired 30 minutes into the meeting, and that let out around 7:45. Communication is a ‘round-the-clock’ challenge to a large organization.

Now, 10:15 PM, and I’m still at my desk finishing up some internal paperwork. I’m tired but loving my work. And to think, wow, we actually get paid (well) for this … work?

Ronn Torossian

5WPR

The Labor Day weekend sealed the last of a series of economic data released to the public over the course of the past month and a half. Almost instantly, it seemed to have a negative impact on people’s emotions and confidence.  For many industries, and even small companies, aspirations have remained on a global scale: Why stay “king of your street” when you can become king of an empire?

As headlines indicate, the technology industry continues to drive economic recovery, but at a much slower pace than expected and, as consumers expresses their lack of confidence, businesses eye the global markets. Even small businesses are directing their focus overseas in ways in which they would never have been able to do only a few years ago.

When dealing with new audiences, communications should be the first part of an expansion plan as it is the most practical and most important.  From personal experience, going global is totally doable. But, you will need an understanding of smaller local markets; whether it is an understanding of food, culture, or politics– it’s doable. Communication skills and global attitude will attract attention and generate leads that will materialize into business. On your way to “going global” here are a few key points to consider:

Make your PR global: Public relations serves you by reaching out to different audiences. There is no “one-size-fits-all” solution. Your PR firm should tailor messages around your offered services or most appealing angle while creating different “tunes” that new audience will channel into. A paper in London will not necessarily publish the same story that you placed in a New York City publication or a major online outlet in Frankfurt. Understanding key unique characteristics of target locations will benefit both branding and positioning efforts.

Internal Communications for External Gains: It is vital to communicate internally to employees and constituents. They should be “brought aboard” through welcoming messages and sharing some of your positive intentions. First, it will alleviate any potential anxieties or uncertainties. Second, it will help dispel harmful rumors about the future or tensions that can radiate outside the workplace. In addition, your internal communications can actually jump-start the generation of creative ideas by employees. The more experienced ones in your company are capable of taking what they do best and catering that skill to new markets.

Try out your new market: One of the greatest benefits of our time is the low-cost methods available to try new business initiatives. Communications, to a new audience, is made possible simply by blasting out a marketing email, an introductory offer, or using more professional PR to foreign press, stating the intentions and announcements for the business’s target markets. Some of my clients are extremely competent in their ‘home’ field, but become somewhat confounded when they wish to tap a new venture.

Leverage: The same content that makes your market position at ‘home’ average can be used for leverage in other locations. Foreign markets are open to your success stories and the opportunities for branding are abundant. What do you stand for? What are your corporate values and where would you like to see your services or products in the new market? Start communicating based on the answers to these questions. It is another chance for you to re-brand and position yourself while learning from lessons in your home market.

Accept the adventure: If you own or run an entrepreneurial business, you know the feeling. But, remember, the greater the risk, the greater the benefit. Take those energies you had when you just started your business and adopt them; use them for the upcoming journey. Opportunities are great and the time is ideal to seek new revenues, development, and growth thousands of miles away from the U.S.

Although I often tell people I don’t live in the USA (I live in NYC, and it’s a world into its own), there are many opportunities outside the USA – so, dust off your passport and go.  It is a global village.