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

I just returned from a whirlwind 36 hour trip to Montreal (Wow, do I love that city), where yesterday began with a car pick up at 5 AM, and ended well after midnight with the client.

Anyway, in the meantime and in flight I read one of the most amazing business books I have ever read and can’t begin to think of how soon I look forward to re-reading it: “IT’S NOT THE BIG THAT EAT THE SMALL…IT’S THE FAST THAT EAT THE SLOW” by Jason Jennings and Laurence Haughton.

Perhaps, for me the best business book which has ever been written.

It spoke about a number of different concepts, from making decisions quickly and effectively, to how to manage without ego, and a number of other very wise comments.

A few favorite quotes from the book:
“Show me someone with a five year plan and I will show you someone who has no idea whats going on” (A Quote from a senior Telecom Executive).

(Note: We don’t have a 5 year plan… We speak in terms of 5 hours, 5 days, 5 weeks… perhaps 5 months. How can a PR firm possibly have a realistic 5 year plan ? The world changes way too quickly and in the nature of the PR business, decisions are made very quickly to choose a new agency – 5W PR didn’t even exist 5 years ago, and today it is one of the 20 largest independent firms in the U.S.).

“I don’t skate to where the puck is – I skate to where the puck is going to be” -
Wayne Gretzky (One of the greatest hockey players of all time).

(Note: Think ahead – Understand trends and whats going on. Not making a decision or moving is in fact making a decision. Win or lose, choose.).

Great Great book – get it and share your thoughts…

Ronn Torossian
5WPR

Just returned from a 36 hour client crisis trip to the West Coast, and on the 6 hour flight back and forth finally read Malcolm Gladwell’s “Blink”, and wow do I agree… and I shouldn’t have waited so long to read it especially after being so mesmerized by his earlier book.

As an entrepreneur, I always tell people I make my best (and most) of my decisions from my gut, rather than from my brain. For better or for worse, I started this business without a business plan, simply the desire to work hard and recognition of a market which (I believed) existed. To do this day, I make most of my decisions instinctively and still follow my gut.

I agree with many of his comments, including:

Sales people shouldn’t judge a “book by its cover.” Many of our clients are folks who you wouldn’t look at twice in terms of their perceived wealth.

I urge people to make a decision one way or the other – Quickly. Not making a decision is akin to making one. Make a decision, for good or for bad. Stand up and take leadership.

I loved the book… and highly recommend it.

Seperately…. I thrive on 4-5 hours sleep a nite… and think that most great business people can get by with less sleep (admittedly making up for it on the weekend)…

Ronn Torossian

5W PR

So as I am travelling a few days this week was thinking about how PR people (and I believe successful business people in general) need to constantly be reading in order to be successful. (I always think books before I travel as I always buy a few new ones pre trips).

My reading for this trip consists of “Confessions of an Economic Hit Man”… and a fiction book (I’d rather not name as it’s nothing that exciting… of the Grisham ilk)… and generally my reading consists of 1 business or serious book and a fiction book (Last trip I read The 33 Strategies of War which I greatly enjoyed)…. And often times reread great books (In last 6 months have reread The Tipping Point, The Prince and Jewish/Israel history books more times that I can recall). (Less of a routine when one travels, so I read during breaks or downtime…)

Whenever I travel I print dozens of articles I have been meaning to read for days, have magazines from my office and catch up on reading. I read at least 3 papers a day, dozens of magazines and as many books as I can… I am yet to meet a great Public Relations professional who doesn’t endlessly read and encourage it endlessly amongst my staff (although I will admit to also packing my PSP to play Madden while I travel.).

Want to succeed in PR, and particularily at a PR agency ? Reading would be one key to success…

Ronn Torossian
5W PR