Random musings from a NYC PR guy -

As the owner of a Public Relations agency, I realize that the PR business is ‘go-go-go’ all of the time; it is hard to find opportunities to reflect, an opportunity to lament on an NYC August day. It is hard work all of the time and, to make it in this business, resiliency, hard work and persistence are necessities.

I am quite proud of our read and react PR programs. Part of garnering media results is continually checking the news, and when something happens, coming up with an angle that fits, and getting the client quoted.

I was cleaning up some emails, and came across this inspiring article by Jay-Z, which is an interesting read for self-made entrepreneurs of any kind.  A truly inspiring piece:

http://www.menshealth.com/men/best-life/career-money/jay-zs-secrets-for-personal-success/article/ebb1b36e20405210vgnvcm10000030281eac

Ronn Torossian

5WPR

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

Starting a business and being an entrepreneur require a lot of energy. They also require the realization that you’re embarked on a long path with both ups and downs. One thing to remember – which I have learned only recently – is that while you expand your imagination to how successful you wish to become, do not neglect the small achievements.

I’ve been running my company for nearly eight years now – been in the business of PR even longer. And still, I find myself celebrating every piece of progress that we make at 5WPR, and that I make personally as I walk the path of self-made people. But, people have a tendency to look and, unfortunately, find what is missing in their personal and business lives, and all of us have experienced this:

What else can be done that hasn’t yet been done?

Why don’t I have the client that I want?

Why am I still not holding a large share in the markets I want?

All of these untapped and under-accomplished areas are valid thoughts under every business term, sales, or strategy. But, as a main focus, they’re counterproductive when it comes to “success” – simply because they stem from negativity. We tend to see where we haven’t yet reached or haven’t made our mark. How many times, though, have you looked at what you ARE successful in?

Throughout the years it took us tremendous effort to get to where we are now, and it was crucial to appreciate every single uphill step. You don’t always start your way with a major client or a major account. And, if you’re in PR, you certainly don’t always get a first hit on national TV. But, every single day you do celebrate your independence – your freedom to pursue opportunity wherever your mind, skills, and talent can take you.

Here are 3 ways to change… TODAY. Practice them persistently, a few times a day. You will see the difference as you begin attracting more of what you already have and more of what you want to have.

1. Focus on all that you have and be grateful for it. This is key. Only through gratitude can you attract more of the same. It’s a two-way street, though; if you focus on negativity and what you don’t have… guess what? – You get more of it. Instead, start seeing even little things – like your writing skills, communication skills and other talents you have – and opportunity will soon present itself, so you can apply these skills for work and fulfilling purposes.

2. See your goals as a positive opportunity. As simple as it may sound, its not a natural things to do. A meeting, or an ongoing series of meetings, can be a dreadful reminder of how far you still have to go to reach your business or life goals. Instead, see the opportunity in every goal, and expand it in your imagination.

3. Practice daily celebrations. It actually begins in the morning. For example, I like to head out early for a swim, bike ride, or run. I’m talking 5 AM, before the day even begins early. It allows me to reflect on my daily goals, think gratefully of my life, and realize the privilege of where I am in life. Applying these techniques to your life will be a great beginning for new things to come, especially if you wish to change anything or improve your day-to-day experiences. In addition, celebrating the achievements can be done as follows:
a. Feedback: Congratulate or make a positive note to anyone around you that’s done something right. That includes yourself.
b. Sharing: Share a good accomplishment with someone who cares enough to be happy for you. This includes, family, friends, and colleagues. The more you express your happiness with a development, the more grateful you become, and the more attraction of the same you get…
c. Getting more: That’s your ultimate goal. In order to achieve it, you got to want it. Think about where you want to be in a day, month, year, or five years from now. The more you imagine yourself being there or obtaining your ideal wants, the faster it will materialize.
 
Onward and upward.

This week we were informed by Ben Bernanke that Friday’s report will show the June unemployment rate is once again on the rise. Naturally this points out that there are new laid-off employees or new jobseekers, who failed to be placed this past month, yet I fail to understand why when unemployment rises, companies cut their marketing and PR budgets.  Will new business arise from the sky? Where will brand awareness come from?

I represent many small businesses from all professional fields at 5W Public Relations. I find them to be the most “hungry” for success and passionate about what they’re doing. In fact, those companies of any size who are that eager to “make it” are the ones who need PR the most, and will go a long way to get it, especially in this economy.  We are proud to have a reputation of “fighting to get our clients results.” Why fight? Well, when you manage a small business, fighting is the ONLY way to get great results. 

Small businesses in their initial phase don’t always naturally create news, attract news – or to put it bluntly – deserve news. It takes a PR pro, strategy and expertise to challenge that notion. A small business can definitely find its niche in the media pending you know what you’re doing! The essential fact that the business started and the innovation, spirit, inspiration, and the message of “change” that it brings among many more attributes, is what the media can pick up when pitched properly. That’s where the fighting comes in. 

PR can garner the early coverage that provides the branding leverage and attention that would have taken longer for a small business to get on its own, if at all. As opposed to what many people think of the PR business, it holds one of the highest and measurable ROI’s today. Running effective social media campaigns, getting daily, weekly and monthly media “hits” as well as engaging in creative events and product launches that reflect your passion and energies are some of today’s PR best practices. 

In order to achieve these goals and get your small biz running and kicking, I recommend you spend some time and resources on PR. A tendency I found and leveraged in my own endeavors, but many  “self employed individuals” or “small businesses” have not realized their need for PR, let alone the initial notion of the great difference a professional PR agency can make for them. 

That said, we have had tremendous success with these types of companies, and share their happiness for every success milestone they approach. The key here: connect to the passion that started the business in the first place and we will fight for you in the PR space to get the desired results.

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.

There’s many different styles of management, and many different styles of pitching and creating new business.  Owing a PR agency, I am a CEO who likes old-fashioned hard work – I admit I am more likely to be behind my desk than at a cocktail reception.

Similarly, I respond to emails, phone calls and inquiries very quickly – I believe in acting and responding.  Therefore, I wasn’t surprised to hear of the following study on the power of speed, and how it influences sales (and I am sure similarly it would influence relationships and other business aspects).

Leads responded to within one minute improve sales conversions by 391%? Leads called within one to two minutes of their being born convert 160% more often than the average – 88% of leads that close are those called within 24 hours. Be prepared to grow – Sometimes the fight is simply showing up and bringing your A-game.

Speed counts as I have said over and over…. And one of my favorite business books is recommended to remind you of the essentials:

It’s Not the Big That Eat the Small…It’s the Fast That Eat the Slow: How to Use Speed as a Competitive Tool

Ronn Torossian

5WPR

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

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

I regularly host networking meetings at our midtown NYC PR agency. Not only do I thoroughly enjoy these gatherings, but they also continue to allow me to recognize how fascinating and successful our clients and acquaintances are.  Just yesterday, I hosted 22 CEO’s at the 5WPR offices for a 8 AM breakfast. Attendees included: the managing partner of a distressed real estate hedge fund, a cosmetic dentist, plastic surgeon, CEO of one of the largest kids’ brands in the world, head of a mobile commerce company, and celebrity attorney.  

From these meetings, I am able to learn vital insight from fellow leaders about their professional successes and challenges. The next networking event our PR firm will host is on May 26th – we will have a special guest speaker – Lisa Oz, New York Times best-selling author, and wife of notable physician Dr. Mehmet Oz.

One of the most difficult tasks working at a PR agency is to understand many different businesses’.  Its important to keep your eyes open, and always search for more knowledge.  Whenever I travel, I visit the neighborhoods where people shop, and live as I find it’s the best way to study and recognize trends and consumer behavior.  I always ask the local cab driver to be my local city tour guide (and tomorrow am off on a 5-day business trip to Latin America, where I will visit stores, get a feel for the local shops, etc.)

Heard a great quote at networking meeting yesterday, and have adopted it as a new corporate rule at 5WPR: “No skunking.” (spraying negativity).

Ronn Torossian

5WPR