A book excerpt from Ronn Torossian, CEO of 5WPR best selling PR book – “For Immediate Release”

Never Enough: Build on Every Media Hit
When we secure features in media, it’s just the beginning of the value of a media hit. Articles are often more valuable after they are published than when they first come out.  Some tips on making that media mention last:

• Create a PR book. Get yourself a few three-ring binders and place your brand’s name and logo on the cover. Fill it with copies of media mentions and articles. Place a binder on your desk, in your reception area, and give one to your C-suite executives and sales managers.

• Frame reprints and line your walls with them.

• Take excerpts from the media and utilize them in marketing materials and advertising (“According to XYZ News outlet, CEO John Doe is a leading strategic thinker . . . ”).

• Post articles on your company website and Intranet for both Web visitors and employees to see. (And, of course, link articles properly for SEO building, use the material on social media, and so on.)

• Send article mentions to a robust e-mail list of past and present customers and constituents, opinion leaders, bankers, investors, key vendors and clients, political leaders, and media contacts.

• Use media mentions to recruit.

I am proud that my Public Relations Agency, 5WPRis one of the few to be open during Xmas and New Years – and whenever anyone asks me why its a fairly simple answer – Do newspapers still publish, and TV still do stories ? As long as the answer is yes, then we too will be open.

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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.