Part and parcel for any business is conflict – and sometimes public disputes are necessary and other times they aren’t.  In this excerpt from “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian, a case is made for avoiding certain conversations:

“Another interesting example of avoiding the conversation was with a political advocacy organization we represent. When there was a move from various non-profit organizations to persuade advertisers to boycott a certain opinion news program, our advocacy group wanted to place ads of support for the show and its host. We knew this would just call more attention to the boycott attempt and help it along. Ultimately, our client wisely decided not to place the ads as they would most likely have galvanized many more people against the show. The boycott would have gained momentum, and the whole story would have turned into a much longer fight and a bigger, more negative story for the program’s host who we wanted to succeed. The boycott blew over and the show continued to pull in incredible ratings and many new advertisers despite the short-lived boycott.

Consider potential outcomes and repercussions before getting into any kind of public conversation. Some times getting involved in a fight is a loss: Think of two people screaming at each other in the middle of the street. If you walked by during the altercation, it would be hard to tell which one was right and which one was wrong – who was the aggressor? All you see are two people screaming at each other. Meanwhile, if you had seen the situation from the beginning, you’d know that one guy was bothering and harassing everyone who walked by, and the other had tried to stop him. One guy was clearly the good guy – but how many people are aware of that? Join the pigs in a fight and you risk getting dirty.”

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.