This past week was a 7-day work week. Saturday night and all of Sunday, I was glued to my desk dealing with end of month activity reports, client crisis matters and general catching up. All of this hard work has me tired to the bone.

This weekend for some reason I was reminded of my days and years sweating away at a Bronx pizzeria, where I worked straight through from 1986 at the age of 12 making $2 an hour, until my post college rate of $6 an hour (although with tips often came out to more than $20 an hour). I worked a few months full-time to my mother’s chagrin as a college graduate delivering pizza.

When I reflect upon that experience, I realize the many life and business lessons I learned while working in this immigrant-owned, local Italian Bronx pizzeria, including:

• If you were on the schedule, you showed up to work no matter what because the team depended on you.
• I learned the value of hard work by sweating next to an oven for hours and hours - There was no task too big or small. If it needed to get done, I made sure to take care of it.
• During the Pre- Giuliani NYC Era, I always needed to be alert and move quickly amidst the hysteria of the Bronx.
• My boss taught me at a young age that the customer isn’t always right. He used to tell me “if they can’t pay, tell them to get out.”

I could go on about the many things I learned from the thousands of working hours I logged at a young age, but what it really boils down to is …there is nothing like hard work, and that translates to the success of our PR agency as well.

Ronn Torossian

5WPR

I always wake up and get going super early. When I arrive at work before the world begins, I find it is easier to be productive.

Today, I found myself sitting at my desk before 7:00 AM because I had an early interview on CNN American Morning in which I provided PR commentary on the Tiger Woods Brand.  Besides CNN, this week I appeared on CBS, ABC, Fox New York and have Fox Business, ABC, ESPN Radio and more interviews scheduled for later on today, all Tiger related.

I think the Tiger Woods brand will never return to where it was, but today is the start of re-building his image and brand. To date, he has received an F in how he handled this Public Relations debacle.

This week…

I had a slew of client meetings, executive changes, crisis management, and general activity.

Some new business meetings were great, some were good, and some otherwise.  We aren’t the right PR firm for everyone.  We will not always tell prospective clients or current clients they are right when we strongly believe they aren’t, and we will not simply follow marching orders.  We provide PR counsel, brand building advice and want great clients who want results and appreciate hard work.

I had two crisis communications new business meetings this week. I always leave time every week for last minute crisis PR.  It still amazes me that this boy from the Bronx will read stories about big name people, and 3 hours later they will call me and arrive in my conference room ready for counsel.

I went out 3 nights this week with clients, never arriving home before 10 PM.  Building and investing in important relationships for my PR agency are part and parcel of any business, but it’s tiring. In this economy particularly, we provide more than just traditional PR service.  It’s about being a good partner and keeping an eye on our clients business.

I am eagerly awaiting the weekend and some rest. It’s not easy… but it’s not supposed to be. Onward and upward…

Ronn Torossian

5WPR

It’s not easy being an entrepreneur.  Just finished a conference call with a client located in Washington, DC.  He lamented that he hasn’t received any mail this week and doesn’t think he will.  I commiserated with him in not understanding why February 15th (celebrated as Presidents Day), means mail wont be delivered.  Will bills be suspended that day, as many businesses like mine don’t receive checks and updates?  No mail delivery in an already short 20 day work month like February?

This is clearly something only an entrepreneur could understand and relate to (and being an entrepreneur myself aggravates me.)

In regards to the snow, yes of course we will work tomorrow.  Being an entrepreneur isn’t the same as being a civil servant. As long as newspapers are published and TV/news airs, this PR agency will be open to work very hard for our clients.

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

Yesterday’s unexpectedly hectic day is a perfect example of why I love owning my own public relations agency:

·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.

As the day wound down, before I turned around it was 8 PM and I handled paperwork, reviewed documents and caught up on necessary tasks such as signing checks, internal management, etc before getting home 10ish…

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

Ronn Torossian

5WPR

I am undoubtedly addicted to my blackberry, but it is a mandatory addiction for anyone who works in the Public Relations industry.  As I often tell clients, there are a million other tasks that need to be attended to simultaneously, making it nearly impossible for me to go two hours without checking email.

For example, if I miss a call from the media or my client misses their interview, “not available for comment” will be printed instead of our commentary. Like it or not, checking emails every few minutes is a necessary evil that prevents such an occurrence in the PR business.

Recent Book Recommendations

It is rare to find a successful Public Relations pro or business person in any industry for that matter who does not read regularly. With this in mind, I want to recommend two great books I have recently read – one focusing on professional development and the other personal development.

· For great business lessons, It’s Not What You Say… It’s What You Do – How Following Through at Every Level Can Make or Break Your Company by bestselling author Laurence Haughton is a must-read.

· For amazing lessons in personal growth and development, Garden of Emuna: A Practical Guide to Life is a book that “once you get your hands it, you won’t know how you ever lived without it.”

http://www.1800eichlers.com/Books-and-Sefarim/Emunah-&-Bitachon—Believe-&-Hope/Garden-of-Emuna-A-Practical-Guide-to-Life/p-388-1931-5230/

Ronn Torossian

5WPR

One of the most challenging parts of the Public Relations industry is validating experts.  In today’s Internet-driven society, anyone with a blog, or any form of social media can anoint themselves an “expert” in a particular field. It is difficult for the average consumer to distinguish between information on the Internet written by someone widely recognized as a reliable source by virtue of education, training, skill, or experience, OR information by someone who is simply regurgitating the expertise of many others. Just because Google News aggregates a blog’s headline alongside one from The New York Times, doesn’t necessarily mean the author is an “expert.”

The work never stops in the demanding world of PR.  Since “work” ended Friday evening, I had dinner with a prospective client Friday night at his fabulous Central Park South home.

Then, I had lunch on Saturday at the home of one of the richest people in the world and a member of the Forbes 400. In attendance at the small intimate gathering was a Nobel Peace Prize winner who I greatly respect. I wish I could name names, but I can’t. Let’s just say it was definitely one of those weekends where I pinched myself and said “Wow. Is this real?”

Sunday, I spent a few hours on the phone with another member of the Forbes 400, who we represent, working on a vital press announcement.

Hard work, but is it really work if I love it?

I wanted to end with a quote I think any entrepreneur will enjoy. “Keep getting it wrong until you get it right.” Don’t be afraid to make mistakes…

Ronn Torossian

5WPR

The first two weeks of 2010 have been crazy and hectic.  I don’t see this as an indicator of economic recovery, but I do think people have finally woken from the two-week holiday hibernation… and apparently they are thinking Public Relations.

Amazingly, I have left uncompleted work on my desk at the end of the day.  It is a lot of work, but amazing, fun and rewarding… PLUS burning off steam at the gym always makes it easier.

Here are this week’s highlights:

• Last night, had dinner at Nobu 57 with a client, the CEO of a $10 Million company, for whom we serve as PR Agency of record, who verbatim told me, “No individual person or company has had the effect on his business’ valuation like 5WPR.  From media coverage to raising the brand to strategic business introductions, you and your company’s energy knows no boundaries. Thank you.”

• I meet with Laurence Haughton, the author of one of my all-time favorite business books, “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 in Business.” While chatting in my office, he shared fascinating stories of success with me—stories that transcend the traditional teachings of business schools.  If you haven’t read the book yet I urge you to read it immediately.

• This week I spent a significant amount of time pitching clients to the media, which I do every week because I strongly believe you can’t tell a client’s story if you don’t personally interact with the media.

Ronn Torossian

5WPR

The journey of 5WPR started January 2003, and amazingly, this journey this week starts its 8th year, and I at the age of 35, owning one of the 25 largest PR firms in the US continue to be inspired by amazing quotes. Some I wanted to share this week to start 2010:

“The one thing all famous authors, world class athletes, business tycoons, singers, actors, and celebrated achievers in any field have in common is that they all began their journeys when they were none of these things. Yet still, they began their journeys.” Mike Dooley

“Success is the sum of small efforts, repeated day in and day out.” Robert Collier

“The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack in will.” Vince Lombardi

“The surest way not to fail is to determine to succeed.” Richard Brinsley Sheridan

“Genius is one per cent inspiration and 99% perspiration.” Thomas Edison - Inventor and Businessman

This PR agency believes in hard work, commitment, drive and focus. Onward and upward in 2010.

Ronn Torossian

5WPR

Celebrity Endorsements

In the wake of Tiger Woods scandal, there are many lessons to be learned regarding celebrity spokespersons. Although I am not interested in naming names, I will provide this bit of insight based upon my own experience managing celebrity personalities: it is necessary to find out who a celebrity really is and not solely rely on their manager/agent.  There are ways to do this… and we’d be happy to discuss it off-line, as we regularly do with our clients.

As a PR agency CEO who spends a lot of time with both celebrities and brand managers, we are intimately familiar with this world.  Like it or not, the media closely follows celebrities, therefore tremendous opportunities exist in leveraging their fame to maximize public interest for a product/service. Can it be a risk? Yes, but I don’t see celebrity endorsements going away any time soon.  In fact, in today’s economy, the amount of celebrities asking for endorsement deals has increased significantly. We do many deals each month where celebrities hold products or appear at parties in exchange for a check…and this trend will continue.

Entrepreneurial Insight

As someone who thrives when busy, the last 10 days of December are trying. Many are very complacent during the holiday season and it bothers me tremendously. Rightfully, clients still demand work product, and bills still need to be paid, so we as a PR agency continue to put our best foot forward even during the slower months. We continually realize that urgency is the key to our success and we are far from complacent. We are hungry for it and want to win.

During this time period, I make an extra effort to do the little things: go to the gym every single day, thank our clients for their devotion, and our employees for their hard work.  All in all, we at this PR firm are quite pleased to say it has been another profitable year. We are also proud to say that every single employee received a bonus, unlike many of our industry peers.  Our numbers are great, and continue to deliver a consistent and high quality work product.

As we prepare to end the 7th calendar year of 5WPR, we are proud of our accomplishments.  Even though not everyone loves our style we are quite ok with it. In fact, there aren’t many successful people or organizations who don’t have critics and opponents. Jealousy always exists, and its easier to criticize than create. We don’t let that drag us down, and to the contrary, use it as motivation to continue forth.

Onward and upward, we say thank you all the time for the great work and clients we have had over the years.

Ronn Torossian

5WPR