Random musings from some weekend reading:

• Of course at the Oscars and at other celebrity events, brands will pay celebrities for associations.  “There’s a hugely evolved culture of paying to wear clothes and product. Some actresses sign four-event contracts to wear designers, with giant perks and huge money,” says a Hollywood insider.  It’s quite true that those who know won’t speak specifics – but it absolutely does happen. http://www.ft.com/cms/s/2/a67a61c0-5c87-11e1-8f1f-00144feabdc0.html#axzz1nM9zqvGG
• Richard Edelman is one of the few big PR Agency CEO’s who gets it – and I found this article from an India paper to be a great read. “I differ with the traditional view of public relations as image and message manager. Smart PR is sitting at a table in the C-Suite advising a company what the policy for the firm should be. When you have the appropriate policy, the communication follows. There has too often been a divide between what you do and say. And it is not good enough any more to say smart words. You have to have smart deeds. The big difference in the post-2008 world is that trust in business has fallen substantially.” http://www.business-standard.com/india/news/today-public-approval-is-central-to-business-richard-edelman/465636/
• Even the normally reclusive private equity industry now understands that everyone today is in the world of public relations – “The Private Equity Growth Capital Council released a video detailing Blackstone Group’s purchase of The Detroit Medical Center in 2010 through platform company Vanguard Health Systems Inc. and the firm’s subsequent $850 million investment to fund capital improvements. The video and attached press release said the investment is expected to create about 5,000 construction jobs, as well as have a “lasting impact on the city of Detroit.” The video is part of a series of steps PR firms are taking for the private equity industry as part of a campaign known as “Private Equity at Work.” http://blogs.wsj.com/privateequity/2012/02/24/private-equity%E2%80%99s-lobbying-group-goes-viral-to-stem-attacks/

Ronn Torossian is CEO of 5WPR, a leading US PR Agency.

Truth is, ‘positive thinking’ is immediately associated with the ‘self-help’ shelf in your closest Barnes & Noble, but it is much more practical than you might think. My experience in business, and in life makes me more confident on how positive thinking can get you where you want to go.

It is said on Sir. David Ogilvy that during the early days of founding the legendary Ogilvy ad agency he’d go in the office and ask: “Well? Did Coca Cola call already?” Every single morning. Until they actually did. Coincidence? You may think so, but owning a Public Relations agency, I can testify: positive thinking integrated into our lives can make a difference.

Here are 5 suggestions:

1)      The power of imagination. It is taken for granted, not fully utilized and seldom used to leverage one’s professional direction. The truth is imagination is the very first –and very far- achievement towards where you want to get. It could be picturing yourself with a new client, picturing your new office, imagining a media coverage piece on recent major achievements of yours. Anything you picture on a daily basis consistently can materialize physically.

2)      Act as if you already possess what you want. Sometimes we hold back on actions or emotions just because we “aren’t there yet.” A simple tip: Pretend you are there and you’ll find yourself happier, and more fulfilled with what you are currently doing.

3)      Communicate positively.  People are often skeptic of their abilities, and great PR people (and generally business people) recognize that passion is key. It is crucial not only to be passionate about your own job, but on the brand, firm, personality you’re representing. Your positive passion on a product can radiate far, and will be genuinely reflected in your media pitches, releases and placements.

4)      What you give out is what comes back. You claim you can’t do something? It’s certainly harder if you don’t try. Express positive outcomes to ideas, initiatives and efforts. Don’t look for why it WOULDN’T work. It is well reflected in the methods of professional brainstorming. You do not rule out ANYTHING that is brought up. Apply it to something in your life.

5)      Communicate. Yes, it’s a funny tip to offer communicators and public relations practitioners but it’s easily forgotten and is being deserted. Pitching the media? Connect over the phone. Following up? Give ‘em a call! When we express ourselves verbally (and positively) we attract better results. Less space for gaps in mutual understanding, and better personal relationships.

5 basic tips for the Public Relations practitioner and beginning positive-thinkers, but if applied daily it can be life changing.

Ronn Torossian is president and CEO of 5WPR, one of the 25 largest independent PR firms in the U.S. Named one of the top “40 Under 40″ by PR Week & Advertising Age, Torossian was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award.  His PR Book “For Immediate Release. Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” is available at bookstores nationwide.

Some recent interesting media relevant to anyone working in public relations or marketing which I came across and wanted to share:

• http://www.washingtonpost.com/world/national-security/are-navy-seals-getting-too-much-publicity-619/2012/02/08/gIQAr4pyyQ_video.html
  • Interesting commentary on whether Navy Seals are getting too much publicity – and possible damage (and danger) it can do to them.
• http://www.mediapost.com/publications/article/166561/nominated-movies-need-publicity-marketing.html
  • “The one thing that almost all the movies nominated for the top statues at this year’s Academy Awards share is that they need the attendant shot of publicity and marketing that the nominations bring to be considered a popular success.”
• http://www.huffingtonpost.co.uk/tom-j-wilson/why-is-the-bbc-doing-fide_b_1256168.html
  • Blog column in the Huffington Post UK criticizes the BBC for doing glowing, great stories on dictator Fidel Castro and glossing over the atrocities he has committed – hence the catchy headline “Why is the BBC Doing Fidel Castro’s Publicity for Him?”
• http://www.dailymail.co.uk/news/article-2099066/Celebrities-turn-publicity-tap-Mail-editor-tells-inquiry.html?ito=feeds-newsxml
• http://articles.timesofindia.indiatimes.com/2012-01-27/us/30670264_1_state-hillary-clinton-elections-second-term

• Celebrities, and Hillary Clinton have to deal with the fact that high-profile means a different life and a ton of publicity.  We have clients who utilize our crisis PR firm to keep them out of the media – but certainly A-List celebs and Hillary won’t be completely media-free.  It’s the price of fame and success.

Ronn Torossian is the CEO of 5WPR and author of PR Book “For Immediate Release.”

Owning a Public Relations firm, 5WPR, stress is always a factor. Public Relations is a 24/7 business and 1 never knows what comes next.

Some tips which allow me to cope:

• Take pre-planned vacations (preferably in another time zone so you get free time before office hours start – as even a vacation for an executive cant mean completely tuning out)
• Exercise – Sweat always helps…
• As I said in a recent Men’s Health article:  Have music available where you can listen to music for a few minutes to rebalance – http://news.menshealth.com/cope-with-stress/2012/01/19/

Different executives have different ways to defrag – Real Estate mogul Elie Hirschfeld has his triathlons and the gym he loves – Sports Club/LA (East Side) – Doesn’t hurt that he owns the building. Read more about Elie Hirschfeld favorite places at:  http://mia.hauteliving.com/haute-secrets/?cat=All&market=New%20York&guideid=270

As Mark Birnbaum and Eugene Remm who run a nightclub and hospitality empire recently explained in GQ they box multiple times a week. Read more at:  http://www.gq.com/style/ten-essentials/201112/emm-group#ixzz1lSAIGMBt

Of course, those who don’t live in NYC have many different options – Michael Malik, a gaming mogul has boats which allow him to defrag – and of course we can all dream of having our own island ala Richard Branson.

Ronn Torossian is the CEO of 5WPR, and author of the recently released PR book “For Immediate Release”

One of the most exciting aspects of my business is the successful and interesting people we meet or come across – Some random thoughts:

• I run a lot – and have been contemplating training for a triathalon but wonder if I will have the time – until my client Real estate mogul Elie Hirschfeld reminds me that he’s done 75-plus triathlons in my lifetime, and at the age of 61 finished his last one in under 3 hours. I am just going to call him Inspiring Elie Hirschfeld.

• Mark Birnbaum & Eugene Remm whom Forbes refers to as “The New Kings of New York Nightlife” by Forbes- They seem to be in perpetual movement with success – expanding on their already fabulous empire, they have decided in the last few weeks to open Catch Miami, and a 18,000-square-foot restaurant on the Lower East Side.

• Michael Malik who never stops working and is a pioneer in the casino development industry, including big projects in California, Michigan, and New York. He has been  involved in bringing gaming to multiple communities, and continues to seek investment and development opportunities in the entertainment and gaming industry. Mr. Michael J. Malik is another one who’s always looking for more positive action.

• Interestingly, Sumitomo Corporation  closed on a joint venture deal that gives Unicharm a significant stake in the common share of The Hartz Mountain Corporation (Hartz), parent company who makes many pet products, including Hartz flea and Hartz flea & tick.

• NY Russian Real Estate Attorney Edward Mermelstein in Time Magazine this week discussing the fascinating London lawsuit between 2 oligarchs -  Boris Berezovsky and Roman Abramovich.  “This lawsuit is a public relations nightmare for Putin and his country,” says Edward Mermelstein, an international lawyer and an authority on commercial deals in Russia and Ukraine. “The financial aspect is not as material here as is the press that is being generated. It puts all of the Russian government and its business people in a bad light.” Read more: http://globalspin.blogs.time.com/2012/01/20/londons-six-billion-dollar-trial-how-boris-berezovsky-has-already-triumphed/#ixzz1kEkGlTXz

Ronn Torossian is the CEO of 5WPR, and author of the recently released PR book “For Immediate Release”.