As an entrepreneur who owns a PR agency, I believe in the power of reading, and wasn’t surprised last week when Amazon’s Kindle book sales surpassed print books’ for the first time. Information is always being changed and updated, and now the ways in which we retrieve information are following. So, how are people to choose the right way to get their news, books and journals in today’s uber-information age?

The “Newsreading Theory” by William Stephenson Ludenic asserts that people don’t merely seek information delivered via newspapers, but actually stick to print-editions for another reason: they receive a certain joy from holding on to a newspaper.

A newspaper is a collection of chosen happenings that informs you of “what’s important” for that specific day. It also puts, and keeps, things in order for its reader.  It is limited to only the most relevant information, so you know by the time you’re done reading, your “need-to-know” thirst is quenched, and you are informed enough to go on with your day.

Digital readers, on the other hand, can only fit so much on their screens. You can’t predict where you will end up; links in stories can lead you far and away from your starting point. The coverage of a news item can consist of multiple links that, by clicking on them, will delve deeper into the topic, but away from the home page where other news is offered. In addition, the endless amount of sources online gives you a sense that there is an infinite amount of information to gather – it becomes a challenge. You can actually spend days just gathering information online from various sources.

So why is this important? Let me relate it to the late President Ronald Reagan, of whom it is said throughout his career he was always the best dressed in the room, regardless of the social forum. They say he would stand out from any crowd by simply appearing as the smartest person there – again, regardless of the issue at hand.

In order to stand out one needs to always have that extra piece of information among his cards. By reading, one can know something more; share an insight others don’t possess. Here are some personal guidelines which have served me well:

1.       If you only have so much time: Get the newspaper at your front door and read it first thing; know what goes on around you (A necessity for me as a PR firm owner). Enrich your engagements and opportunities will follow. Meet with new people, have discussions with colleagues and friends, and engage in business. Before long, uncertainties can look much different if you have the upper hand on the latest developments both locally and internationally.

2.       The arena you play on: Often how mavericks differentiate themselves from the laymen. Your industry is a global story – that’s a fact now no matter what field you’re in. Are you familiar with the trends and transformations in your industry? In what direction is the service/product/firm predicted to go and where should it aim to reach? This information would be found in trade magazines and analyses reports online. Make sure to subscribe to several to get a wide and progressive perspective.

3.       Global trends: Many in the last decade lost their jobs because they were “asleep” when global trends were shouting that jobs of their kind will be exterminated. They didn’t listen. By following vital stories, pictures become clear and problems can be avoided. Recently, the Motorola Company sold major assets from its wireless division. This means thousands of job cuts worldwide. Following news over the last 8 months, one would have seen Motorola gradually getting rid of operations in its wireless branch; it would not have come as a surprise.

4.       All the rest: Yes, this includes this article. The 2.0 era and the social media environments have lead to an unprecedented amount of sharing. So, don’t rule other people’s advice. Read 5 random sites of your choosing – whether they are related to your field or not. Another person’s opinion can contribute to you in many ways, whether it’s personally or professionally. Content like tips, motivational notes, how-to lists, and even personal obstacles are valuable. You never know where your next idea may come from.

Communication is all around us, and the wise will find enrichment inspiration, and strategy through their reading. Once you’ve developed a strong reading habit, take a few moments to write, too. Contribute back to the places you’ve borrowed from, and share.

Make a strong impression in your next engagement. Show that you know.

The above was published at: http://www.opednews.com/articles/How-To-Focus-On-Reading-in-by-Ronn-Torossian-100727-314.html

Even though the book has been sitting on my nightstand for weeks, I finally took this long weekend to read Game Change: Obama and the Clintons, McCain and Palin, and the Race of a Lifetime by John Heilemann and Mark Halperin.  The book was recommended to me by a senior media executive, and I would suggest it to anyone who works in PR, strategic communications or politics.

The book was a blow-by-blow, behind the scenes look at the fascinating 2008 election race. Reading it brought back vivid memories of my 1st job in politics and the rush that comes from working on political campaigns—it’s a feeling that never leaves your system. I strongly recommend political experience to anyone who wants to work in PR, especially college students and young people who are just starting their career. Campaigns are one of the better training grounds to learn hands-on work.  Campaigns teach hard work, long hours, crisis communications, decision making skills and how to WIN.  All vital lessons for business, and for life.

Reading the book reinforced that smarts is a part of success, but so is confidence, leadership, preparation and teamwork.  Also, (as this self-serving PR quote says):  “If a tree falls in the forest and no one hears it, did it really fall.”  Ensure that your communications strategy is top-notch, focused and results oriented.  Great book and enjoyable reading.

Ronn Torossian

5WPR

A great inspirational story from an inspiring author (and new friend), best selling NYT Author Laurence Haughton (His website is www.laurencehaughton.com – Go buy his books)…

It’s about strategy and the emphasis on elaborate planning:

Planning ten moves ahead isn’t all it’s cracked up to be in business, or in chess.

A New York City amateur challenged one of the most renowned chess masters to a match.  Amazingly, the amateur won.  The crowd couldn’t believe it.  “How could a master lose to such an inferior opponent?” they wondered.

“How far ahead can you plan your strategy?” someone asked the master.

“Ten moves,” he answered, impressing everyone.

“And how far do you plan ahead?” the local man was asked.  “Only one move,” he replied.

This was even more astonishing than the match results.  How could a player who only plans one move at a time defeat another who can strategize ten moves ahead?  The New York City amateur, sensing the question, explained, “I may only plan one move ahead – but it is always the best move.”

Ronn Torossian

5WPR

During this morning’s monthly networking meeting at 5WPR, Laurence Haughton, a New York Times bestselling author, told an inspirational story that serves as a great lesson to entrepreneurs.

The story which captivated twenty of us:

In 1949, 13 firefighters lost their lives at Mann Gulch. In 1994, 14 more firefighters lost their lives under similar conditions at South Canyon. In both cases, these 23 men and four women were overrun by exploding fires when their retreat was slowed because they failed to drop the heavy tools they were carrying. By keeping their tools, they lost valuable distance that they could have covered more quickly if they had been lighter. All 27 perished within sight of safe areas. The question is, why did the firefighters keep their tools?

The imperative, “drop your tools or you will die,” is something businesses today should watch, and know.  “Dropping one’s tools is a proxy for unlearning, for adaptation, for flexibility, in short, for many of the dramas that engage organizational scholars,” according to Haughton.

Apparently, Karl E. Weich studied the conditions for smokejumpers during tragically difficult fires, and throughout interviews discovered that smokejumpers who survived very dangerous fires were those who dropped their equipment in the midst of the fire.  The smokejumpers who held onto their equipment were killed, and those who dropped their equipment survived.

Lesson for entrepreneurs:  Know when to drop heavy unnecessary baggage, and always be prepared to adapt to situations as they develop.

Interesting food for thought for this owner of a PR agency.

Ronn Torossian

5WPR

I was copied today on a note from the President of one of our clients.  I found it inspiring and absolutely truthful, so I wanted to share an excerpt.  In many senses, every business today is a start-up, which makes this advice so universal.  I try and adopt this attitude every day for myself and my employees:

“Guys: There are make or break moments in any company’s life….  So for all of us here this month, we need to live and breathe the big and little things associated with our business.  I want everyone to have a fully rounded life, but if you’re here and you see your deskmate sticking around doing something incredibly scintillating like affixing mailing labels or QA’ing a new feature on our QA site, ask if you can help if you’re not involved in a pressing assignment yourself.  You will see me do this too.  If I don’t do it enough, knock me upside the head.  There’s no hierarchy at a startup when it comes to winning.  Moreover, no one here has the franchise on ideas.  So, if you are in the shower and you have a great idea for how we can increase the buzz for either project, mention it to me directly.  Hmmm…I won’t be IN the shower with you, so take a quick note when you hop out and dry it off so you can read it later.
Look for opportunities in your daily life and think outside the box. We are small and nimble.  We can attack a great idea quickly. We’ve all hopefully had a restful holiday with friends and family, but if we’re doing anything right this month, it should feel like an all-out sprint every day.”

This note was copied and is being posted with permission from Sue Heilbronner, President of Webook. 

I agree.

Ronn Torossian
5WPR

I have a major client who buys significant advertising space in a slew of magazines and newspapers.  He insists on telling the reporters we deal with on a daily basis about the ads he purchases in their publications.  He refuses to accept (from them and us) that the newsroom is independent from the advertising department, and insists on increased coverage based on his buys.  With all of the layoffs in the media business recently, and tremendous advertising cutbacks, will there be a further blurring of “church” and “state”?

I write this in the midst of reading The Oligarchs: Wealth and Power in the New Russia by David E. Hoffman, an amazing book about the rise of oligarchic wealth in the former Soviet Union.  (We represent a number of oligarchs and have a joint venture with a Russian/Ukrainian company).  In many countries throughout the world, the concept of a “free” media isn’t held as highly.  I remember trying to explain to a billionaire oligarch that hiring us meant paying us a monthly retainer, but that we couldn’t guarantee him positive media coverage.  He simply couldn’t fathom it, as he kept saying, “I don’t care what it costs….”  He couldn’t understand the concept of not being able to buy positive media coverage.

In the midst of this recession, will the scarcity of advertising dollars lead to an increasingly blurred line between ads and PR?  At what point does protecting shareholders take precedence over “independent journalism”?

Simply food for thought during fascinating financial times.

Ronn Torossian

5WPR

 Just a “quick tip” I gleaned from New York real estate maven extraordinaire Barbara Corcoran, from her book Use What You’ve Got… 

When on the phone – an important call – physically stand up when talking.  It makes you more confident, assertive and instantly gives you power over the person on the other end (Assuming the other person is sitting). I started using it today.  It works and is something I instantly adopted and took a liking to. In the PR agency business, we spend a ton of time on the phone.  Why not use it more to our advantage?

Ronn Torossian

5WPR

Sunday’s New York Times article entitled “How to Erase That Smea…” is a good read not just for politics, but also for real business.  Business these days is very aggressive, and that’s life.  One must often respond to half-truths.

As the article states, “the very notion of viral marketing, a phrase that describes the exponential multiplication of e-mailed campaign messages sent to one network of people who send it on to another, reflects the answer that has emerged from that debate: Never wait. Everything is moving at warp speed.” During meetings, it’s often necessary for me to check BlackBerry messages multiple times. We live in an era in which people – both clients and the media — demand and expect instant answers, and on numerous occasions when I haven’t been able to respond very quickly for whatever reason, I see stories in which my client hasn’t yet responded, or hasn’t been included, or has missed opportunities because we didn’t respond quick enough.

I subscribe to the thought that rapid response is a very necessary component of winning in PR, and as I have blogged about previously,  great business leaders should read IT’S NOT THE BIG THAT EAT THE SMALL…IT’S THE FAST THAT EAT THE SLOW  by Jason Jennings and Laurence Haughton. Our PR agency absolutely believes in working quickly.

I’ll end this post the same way the New York Times did. How often is Mike Tyson, of all people, quoted in a New York Times business story? In his heyday, however, Tyson answered pre-fight interview questions about his opponents’ strategies this way: “Yeah, they all have a strategy — until they get hit.”

Ronn Torossian
5WPR

It’s very rare that I read a book on marketing, advertising or PR that I genuinely enjoy and find to be meaningful. Often times, the concepts are good in theory, but not in reality.

At the recommendation of a friend, I reread David Ogilvy’s  Confessions of an Advertising Man this weekend. As an agency owner, a PR practitioner, and a business person, I found it to be a truly amazing read. It’s surreal how a book written so long ago can still be relevant and practical.

While advertising and PR are very different disciplines, there’s a ton to be learned from this book. Some of my favorites pieces of wisdom include:

• Great headlines are important…. Always know how to write one.

• Client service (and overservice) is the key.

• Treat your clients’ business like it’s your own.

• Not every client is a good one…. Clients that bleed every penny and don’t want you to be profitable shouldn’t be worked with

• Understand how and when to pitch new business.

Really, this is an outstanding, truly enjoyable book, and one that I plan to purchase many copies of. I have recently made a tradition of keeping copies of great books to give away, and this is one that I will be sure to hand out to staff and visitors to my office

Ronn Torossian

5WPR

2 observations from walking around my neighborhood today:

- Was very impressed with the brand experience at the Samsung store in Columbus Circle.  A large retail space, really dedicated to the brand experience of Samsung.  Comfortable couches throughout the store – 1 area had folks watching the NBA playoffs, another had a James Bond movie showing, and yet another section of the store had teenage kids playing video games.  Stores pay huge rent, it’s a warm welcoming environment and I am sure results in increased brand affinity for Samsung (as well as I am sure ultimately increased sales).  It’s smart and I never understand why more brands don’t do simple things which allow customers to spend more time in their stores (particularly pre-qualified high rent districts where I’d imagine the consumer demographic is high end and precisely the consumer brands are seeking to influence).

- Then spent 3+ hours doing one of my favorite leisure activities – Just hours in the bookstore.  Scanned dozens of magazines which I don’t read on a regular basis (from obscure watch magazines to niche technology trades – Literally dozens of magazines… Clearly a must for any PR pro… read read and read more.).  Then scanned about 5 different business motivation books… and gleaned a ton of knowledge and enjoyment.  Favorite quote of the day from a networking book: “The next year’s business success is about the people you will meet and the books you will read.” As I have said before, I have never met a good PR person who doesn’t absolutely love reading.

Ronn Torossian

5WPR