Part 2 of 2 Book Excerpt From For Immediate Release by 5WPR CEO Ronn Torossian – Read Part 1 Here

For less than 0.000001 percent of what the big fish spend, Public Relations helps this small fish stay relevant and reach and excite its consumer targets. Best of all, it delivers name recognition. Through massive yet strategic media relations that span from 30-minute business features on Hint’s husband-and-wife team on CNBC and a profile in the business section of The New York Times to product placement in People and other national magazines, Hint can compete with the big-brand ads on the next page or the commercial break.

We have also been able to facilitate well-deserved “water of the year awards” editorial coverage in Self, Health, and Good Housekeeping magazines, along with strategic, positive business-oriented pieces in Forbes and Time. In fact, I would argue that a top national magazine editor’s backing of Hint is more valuable than a full-page advertisement. Consumers trust an editorial endorsement over an ad every time.

All of the editorial coverage for Hint earns millions of impressions per month, which is serious visibility. To the consumer, the brand strategy is more about communication than promotion, or at least that’s the perception. Since the way in which the consumer sees or hears about Hint is through editorial coverage, product sampling, and/or social media and crowd-sourcing, the consumer has a greater tendency to believe the claims made about it because they come from sources seen to be more “organic” and authentic than brash marketing or ad campaigns. Of course, Hint is an excellent product—the best PR in the world couldn’t hope to accomplish much if the water didn’t taste great and offer good value.

In Hint’s case, PR has made a real footprint not only in the beverage space but also in the marketing industry. This company is widely recognized in the beverage industry as having gained its popularity through nontraditional marketing efforts. A couple of years ago, a friend at a major beverage conglomerate told me that the Business Week feature we secured about Hint’s husband and-wife team hangs in the office of the Chief Marketing Officer(CMO) for one of their beverage brands and is on the company’s “Watch What They’re Doing” list. This small fish is a game changer.

Onward and upward

 

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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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