A few years ago, I wrote about a post Jason Calacanis’ had made regarding PR firms, and much of his commentary still rings true.  At 5WPR, we continue to work hard, succeed and are proud to be 1 of the 15 largest PR agencies in the US.  We get results, and as such finding staff who wants to deliver is always a challenge.  Few people starting businesses realize its often harder to find good people than it is good clients.

We are looking for outstanding PR staff.  Email us your resume at Careers@5wpr.com.

Ronn Torossian

5WPR

So it’s the time of year when many new college graduates are looking for jobs…. Some will seek full-time employment in their respective fields while others will make do with whatever they can get.  I vividly recall graduating college in June 1995 and having no clue what to do for a living. I also remember how thrilled my mother was when I told her I would deliver pizza while I “figured it out.” Delivering pizza lasted little over one year (and I loved it), and then I went to a MBA program in Israel—which I dropped out of after less than a week.  I ended up working in politics in Israel, loved it, and stumbled upon a PR job.  Then, at the age of 25 I returned to the States for my first PR agency job. 

Much like Today’s generation of blogging, micro-blogging, facebooking, spacing out on MySpace, digging in on Digg and mainly – relying entirely on information one gets on Google and Wiki means people don’t like going the slow way – Entrepreneurship allows people to do it how they see fit.  I realize today how competitive the job market is for everyone, and particularly for those seeking to enter the very difficult field of Public Relations. There are also those who will try to embark on a different path: the path of self employment. And for many, it’s a great option. I know it was very compelling to me less than 8 years ago, and I do not regret a minute of it since.

I am an entrepreneur; but not just any entrepreneur—rather one who chose a PR career through self-employment. PR is fast. PR entrepreneurship is WILD fast. And when you run fast you naturally focus on reaching your goal, which for me was and has been growth and success. You don’t see each and every stone that may trip you. And boy do they!

Growing quickly, I made many mistakes, said things I wish I hadn’t said, did things I wish I hadn’t done, but it has been my choice to ‘hit the ground running’ in PR and do amazing work for our clients through the years, which we have been blessed to do. At the age of 35, with a daughter at home, I am blessed to better understand my business and the world around me far more so than I did when we started. We are very proud to have been named the fastest-growing PR agency in the US 3 years in a row, and on the INC 500 list of fastest growing companies in the US.  Just this year, I was named a semi-finalist for the Ernst & Young Entrepreneur of the Year award. That’s been gratifying. 

In recent weeks, I have held a series of meetings and meals with other PR agency owners to better understand the role of PR in business, and 5WPR’s role in the greater scheme of the PR world. This way of life has brought both rewards and obligations, commitments and prices to pay. Those happen, too, when you choose to run your own business.

Some personal reflections (offered twitter-friendly and in 140-character max – Follow me @Rtorossian5wpr)

1. With email and the Internet the world moves very very fast.  Know the values and consequences of that.
2. Focus on what you want to achieve and not on possible obstacles. It is guaranteed that whatever you focus on will materialize faster
3. Care about your staff and your clients.  Treat people as you’d treat your own family.
4. Run tactically but think strategically. Just running won’t get you far. You’ll hit the wall. Strategically you’ll find a way around it. But don’t over plan without doing.
5. KNOW you will make mistakes on the way and don’t be afraid to make them.   
6. Put past mistakes behind you, and just try and grow from them.
7. Do what makes you happy. YOU. Not your environment, social circle, or external surroundings. You will never regret doing it your own way
8. Stop to reflect on daily, weekly, monthly and periodically actions of yours. Sometimes even a 1 day trip can allow clarity.
9. Be a good listener. Take advice and don’t feel you’re too smart to apply it to your business
10. When someone criticizes ask yourself does this person care about me (or my business), and if they do then listen.  If not, then don’t.

I simply cannot understand why companies spend so little on Public Relations:

        -A recent client who spent $1 Million on advertising over a short term period complained constantly about the $20K they spent with us over a 2 month period… This despite the fact that they agreed we did great work and had a major impact on their business.

        -Too often I get calls from multi-million dollar brands who want to spend a few thousand dollars a month after having had bad experiences with other pr agencies.  Let me understand – You have failed with other PR agencies to date by spending so little, and now want to continue to spend very little, but expect your next PR agency to succeed? Could that be part of the issue? Succeeding requires time (and therefore budget).

       -Companies spend hundreds of thousands on trade shows, but don’t spend on their PR firm to support them at the trade show.

        -Many companies spend tens of thousands of dollars on an advertorial, but won’t spend those fees on a 6 month campaign because there is no guaranteed ROI.  Of course, there’s no guaranteed ROI on advertorial either, and multiple opportunities to succeed with Public Relations… but “Oh, well”.

        -Companies spend thousands of dollars to develop logos, color schemes and graphics… but won’t spend for anyone to actually hear of the company in the media.

Public Relations done right is a vital component in corporate success, but needs to be afforded proper resources and respect to win the right way. PR is often the most cost effective and reliable way for a company to utilize marketing dollars, but allow your PR firm the resources to win.

Ronn Torossian 

@RTorossian5wpr

5WPR

At 5WPR, every staffer actively pitches the media regardless of title because we believe it’s the bread and butter of PR. There are two types of media pitching (…that work).  Proactive media relations, and reactive, rapid response which is dependent on the news cycle.

 A friendly TV Producer passed along a tip today – “It’s the pitch, the timing and the face when it comes time to pitching TV for media interviews.”

It’s the pitch (What Is your guest going to say on the topic)?

It’s the timing (24/7 news cycle means real time, and yes media still runs after 6 PM and on weekends). Now is now, not after your conference call with a client and coffee.

It’s the face (Is your guest good looking? A Female or African-American? (pluses to resonate with audiences who aren’t all white males)… or does your guest have a face more suited for radio?)… In which case you may be better off pitching other outlets, or not including a picture with the pitch in the hopes that you get your guest on the air and he’s a star they invite back).

 Always remember the basics.
Ronn Torossian

5WPR

I spent a few hours this morning today organizing, and while doing so, came across a former blog post and enjoyed re-reading it.

CASH FOR RECOMMENDATIONS – PUBLIC RELATIONS STYLE

To summarize, I still feel its very difficult to find a good PR agency, and hard to find quality Public Relations professionals.  True PR people would work rather than talk about it.  They want PR careers and understand the importance of results.

We are seeking Public Relations professionals for our NY PR firm. Please send an email to Ronn@5wpr.com with names of people we should approach who need a new PR job. If we hire someone who stays more than 90 days, we will send you $3,000. 

Ronn Torossian

5WPR

Read a very interesting blog post today which an employee at my PR firm forwarded me about the value of creation vs. consuming.  As an entrepreneur, absolutely agree it is vital to continually create.  The creation concept is something we always seek to reinforce amongst our staff.  Push and create.  Great blog posting I’d encourage people to read: 

 http://blog.summation.net/2010/04/creating-beats-consuming.html#comments

As an aside, 5WPR is hiring PR pros at all levels.  We are always seeking creative, focused PR folks who seek to be the best.  Resumes to Careers@5wpr.com, and for senior staff, I’d welcome personal emails at Ronn@5wpr.com

Ronn Torossian

5WPR

Today was one of those days when it was simply non-stop and leaves this Bronx boy humbled at the end of the day:

The morning began early with an early 5:30AM morning bike ride in gorgeous Central Park, followed by an 8AM breakfast with an elected official whom I support to discuss some strategic messaging and concerns he has with how to position a certain policy.

Then a new business meeting with a high profile individual at 15 CPW (perhaps the most expensive real estate in NYC). Fascinating meeting which ended with 5WPR being retained for a major crisis communications matter.

Next stop was a client meeting with a real estate developer at Trump Tower, where we discussed marketing initiatives for a real estate project.

Mid-day meeting with a healthcare client and my PR staff where we reviewed recent media placements and ongoing messaging.

Latter part of the day was spent returning client calls, 2 meetings with SVP’s on my staff and preparing for an early morning RFP… and I have to run out the door shortly for a board meeting of a non-profit organization where I am a member.

Working in Public Relations, and particularly at this PR firm, is quick, diverse and just so exciting.  It’s fun, invigorating and I couldn’t imagine wanting to do anything else.  And just think, I actually get paid for this? Wow.

“Life happens too fast for you ever to think about it.” Kurt Vonnegut

Ronn Torossian

5WPR

As an entrepreneur and the owner of a PR agency, I find it’s important to stay positive. It’s a continual struggle to balance demanding clients, staff and the media, but hard work and good people help me succeed—especially good people. The people I associate with personally and professionally provide me energy and focus, influencing my attitudes, actions and desire to succeed in a positive way. Its important for success.

In this week’s New York Magazine, there was a very interesting article on Lady Gaga and her climb to stardom.  I pulled two quotes to share with you that resonated with this Bronx born entrepreneur who owns a PR firm.

“I’m just a kid from NYC who decided to do this after all. Rule the world! What’s life worth living if you don’t rule it.” (I agree – work hard and focus. Never accept second best, and absolutely LOVE what you do.)

“I’m from New York. I will kill to get what I need.” (New Yorkers know how to win. We work hard and won’t accept anything less.  I believe what Lady Gaga said here was right on.)

Ronn Torossian

5WPR

My Sunday was spent preparing for the coming week which holds 7 face to face client meetings, 6 new business meetings, 3 interviews, 2 internal reviews and a host of other activities in addition to the usual emails and phone calls.

In the past 8 years, I have learned it is truly impossible to prepare for the unpredictability of the “entrepreneurial experience.” In addition to the regular tasks of a PR professional, I oversee financials, manage the psychology of staff and clients, ensure that operations are a go and a host of other matters which vary depending on the day and the hour.

Here are some other random musings:

I still wonder why so few other PR agency owners utilize blogging, twitter and Facebook. I’d venture to say less than 10% of the owners of the Top 100 PR agencies in the US use all three social media outlets (I SURE DO!). From a client perspective, it is a challenge to engage companies or individuals in social media because very few are actually willing to pay for it.

Not all business is good business…No details needed, but it always rings true.

“Look after clients as though they’re your mother, your father, your husband, your wife, your brother, your sister. If you treat them like family and you do great work, they’re going to come back.”

Ronn Torossian

5WPR

·The morning got off to a slow start. At 9 am, I began back to back potential new hire interviews to fill five vacant mid-level positions at this PR firm. Thankfully, 2010 opened with a bang. A number of new client signings has left us short staffed and looking to bring talented PR pros on board

·After a brief client meeting, I headed to the monthly lunch I host at a client’s midtown restaurant.  Since I have established close contacts in many different industries, I like to bring people together regularly to meet. At this particular occasion, six clients including a high-profile publisher, two attorneys, a real estate developer and a few others joined me in a private dining room to discuss business opportunities.

·Like clock work, a client crisis emerged as I was leaving lunch. The CEO of a $100 million company called me with a serious issue, worried about potential PR backlash. We succeeded in keeping this potentially harmful story out of the media, at least for now.

·Then, I met with a travel client to discuss ongoing strategy and re-cap 2010PR results to date.

I always wish more hours would magically appear in a day.

Ronn Torossian

5WPR