Positive Public Relations


When it comes to promoting positive consumer PR, you should do all you can to make certain that positive headlines and stories are not “one-and-done” scenarios. Instead, you need to create an environment that uses current positive stories to trigger new positive stories, so your brand stays in front of your audience and connected to a positive context.

There are a lot of reasons this is an important aspect of public relations, but the two biggest are this:

·   When people see your brand connected with a series of positive stories it has a collective effect, creating sustained and reinforced goodwill

·   That sustained goodwill can be a bulwark against any eventual negative headlines or stories

These two sides of the same positive PR coin can create a self-sustaining and protective PR shield around your brand, drawing people in like a magnet, while defending your brand from negative connotations. This result is cumulative, though. It takes work, careful planning, and time. Here are three steps to get you started.

Trust Your PR Partners

Whether you work with an outside agency or an in-house team, give them the creative freedom to help you the best way they know how. In some cases, brands can be assumptive, overly careful, and boring in their PR efforts. When you do the same things everyone else is doing, it’s difficult to stand out in any way.

Communicate clearly, but avoid micromanaging the creative team. You hired them because they know what they’re doing. Take the risk of trusting the process, and open yourself up to greater rewards. Set realistic, measurable goals, and make sure your team understands that you will hold them accountable.

Pay Attention to Trends

One of the most important factors in any news story is relevance. You need to be connected to something the audience is interested or looking for. One of the best ways to make sure you are is to keep up on current trends and look for ways to connect your brand with those trends.

Is there a service or product you offer that could be associated with something “hot” right now? Do you have a cause or a perspective that intersects with something in the news? Are you connected with a celebrity or influencer whose audience is growing? If the answer is “yes,” don’t leave that money on the table. Take full advantage of your connection to trending topics.

Use One Positive Story as a Springboard

When you have one good PR experience, don’t rest or settle, you should already have another story waiting to launch. Then, just as that story is gaining peak traction and attention, begin to seed the new story to media partners and fans. This way, because your brand is still high in the news cycle, the new story will have more traction and staying power… Meaning, it’s more likely to get published, and more widely.

This is the key step in the process. Having another story on deck ready to fire is vital to keeping your brand in the news and maintaining a positive press presence. Do this well enough, often enough, and you will encourage media contacts to start coming to you for good, fresh content. Deliver, and that’s when the cycle really picks up.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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