Some random musings following a particularly exhausting week – Late nite meetings, events and simply busy.

Friday nite I hosted a dinner in my home for 2 current clients, and a former client who was a cabinet member of a foreign government, and he remarked that in today’s world CEO’s are the real leaders more than politicians.  With what is transpiring in today’s world, it surely seems the case, and business leaders have tremendous reach and influence – All of us should realize it and act accordingly.

Public Relations’ pros need to continue to learn business.  Clients utilize PR to strategically grow their business, and we have to constantly view the business world, and our clients through “business eyes”, and not just as PR folks.  I think more PR people need to be reading business classes, and learning what revenues are, gross profit and what margins mean…. And not just how to write a press release.

This article is something anyone pitching media should read – Local means local, and industry jargon is necessary for industry trades.  One of the reasons 5WPR continues to succeed is we understand how to pitch media and how to penetrate with focused story ideas.  It counts and matters. Get it?

Ronn Torossian

5WPR

Thinking positively is important in both business and life, as such I make a concerted effort not to pay attention to negative commentary on the Public Relations industry.  That being said, I was quite pleased to read a recent survey that indicated PR people are more trusted by the general public than journalists, bankers and politicians.  Additionally, another study found that a Public Relations career is the 8th most stressful profession in America.

From my earliest years, I was always taught than being “right” is more important than being well liked, and I still stand by this same principle today. At my PR firm, we focus on building a strong and fruitful business by doing exemplary work for our clients. Companies sometimes expect “magic” from PR, placing unrealistic expectations on what can be achieved. Thus, we partner with leaders who are focused, intelligent, realistic, and aware of what PR can offer them.

As a result, 5WPR has grown nearly entirely by word of mouth and client referrals. It’s gratifying to know we do great work, and I remain confident that we will continue forth on this path to success.

On a closing note, I am very much looking forward to tonight’s event for the semi-finalists of the 2010 Ernst & Young Metro New York Entrepreneur of the Year Program.

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

Owning a PR firm is surely not a 9-6 job, its 24/7, and something which requires constant effort, energy and focus.

Spent a lot of time this weekend reading (Can spend hours upon hours at Barnes & Noble)

Received no fewer than 10 calls from clients/potential clients, including a leading baby company, real estate broker in need of immediate assistance with a breaking real estate story, the CEO of Preferred Fragrance, Ezreal Polatsek, a client running for political office, a reporter on a deadline researching a story about Kymaro Body Shaper…. And others.

As I have said before, and will say again, the more hours I work, the luckier I become.  Life & times of owning a PR agency.
Ronn Torossian

5WPR

One of my favorite aspects of owning a Public Relations agency is that it allows entrée’ to CEO’s, and C-suite management of so many different types of companies.  We receive a birds-eye view of business ideas, strategies and focuses.

In a meeting this week, I asked a fellow CEO why he was developing a new, fairly basic, strategy for his company. Essentially, his response was “why not.”  He artfully explained the easiest ideas are often times the most successful, and in his 20+ year career of making millions, it was about working hard and not stopping to ask why his competitors often aren’t doing the same. 

This struck a chord with me because in many ways it embodies the same philosophy I used (and still do) when founding my successful PR firm, 5WPR in January 2003. I saw a void in the marketplace, as media relations wasn’t valued among other agencies as a core competency. We adopted it as a necessity. Few agencies require senior staff to work and pitch media and get results, but we absolutely do. Also, PR firm owners were process oriented, and archaic in their way of thinking (not to mention age). I didn’t and still don’t fit that mold.

So, when I founded my agency at the age of 27, I had the goal of working hard and getting results for our clients.  Today, when people ask me how we have grown into 1 of the 15 largest agencies in the U.S. in such a short period of time, I say truthfully this business isn’t too complicated. Our secret to success is hard work, focus and doing right by our clients.

Business doesn’t always have to be that complicated.

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

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