I have recently been reading The Week, a publication put out by Felix Dennis of Dennis Publishing (who also publishes Maxim).  The magazine’s simple motto is: “All you need to know about everything that matters.”

The weekly mag provides a review/roundup of the top stories from magazines and newspapers all over the world. That’s a great summary of the news and helps one to better understand how the media is covering stories, which allows PR folks like me to come up with better pitches – I came up with a bunch while reading it.

You can’t read enough if you work in PR, or are an entrepreneur. 

Ronn Torossian

5WPR

Yesterday, I only finally arrived at my office in the afternoon, as I was running around all day.  I have always been the type of person who operates best in the office, behind a desk, working.  Simply old school: rolling up my sleeves and leading by example.  To me, this means being the first one in the office (as much as I can be), and the last one out.
 
All that said, running a company our size these days takes much more than just sitting in my office.  It’s almost like kissing babies on the campaign trail: go see a new clients’ office, meet colleagues for lunch, and network, network, network.  I do well with concrete yes and no, black and white, but as we grow, my role as CEO of this mid-sized PR agency is changing.  I am admittedly learning on the job.  

I always feel like a kid cutting school when I’m not in the office most of the day, even though I am of course working, albeit in a less formal, structured manner.  But decidedly working and working hard.  My continued non-reward of not working at my desk is being harried and nuts in the office, after everyone else has long gone for the day …
 
The joke for me remains whenever anyone asks me on a Sunday afternoon or a Saturday night when I’m heading to work, “But you are in PR – what can you possibly do on the weekend?” Any entrepreneur knows that there’s always work to be done.

Ronn Torossian
5WPR

What a day today was…

It started at 8 a.m. in the 5W PR conference room with a presentation to clients, new business prospects and staff by Hank Sheinkopf.  Hank is a friend and renowned political consultant, who touches major political and business leaders on a daily basis.  I really enjoyed his smart, focused and inspiring perspective on this election and the economy, filled pithy truths like, “This, and most American elections boil down to 500,000 white men in a few states.”  Another take-away I enjoyed was, “Truth in politics doesn’t matter – Victory does.”

One of my favorite parts about owning a successful public relations agency is my ability to interact with people like Hank, who are so well-connected to top segments of business, politics and the like.  To hear Hank tell war stories about political battle is simply amazing and interesting on many different fronts.  He discussed getting a call from then New Jersey Governor Mcgreevey at 8 a.m. regarding his scandal and sitting in the Governor’s mansion and (amazingly) being asked, “Do you think this will be big news?”  Simply amazing and interesting on many different fronts.

After Hank’s talk, I ran to a 10 a.m. meeting with a major client with whom we maintain a very close relationship. We talked about some fun and interesting campaigns they are working on.  Afterward, I reinforced to my staff that during tight times it’s imperative to over-communicate daily activities, pulling out our most creative (cost effective) ideas/pitches and educating clients about our service each and every day.

My noon meeting was a roundtable networking lunch of 25 hand-picked entrepreneurs, from technology to corporate concerns, nightlife conglomerates to non-profit leaders.  Just 25 individuals sitting around the table discussing business (although, of course, the conversation morphed to the economy and politics).

Then, it was back to my office for weekly round-up meetings with my direct reports.  I always want to know first, the worst thing going on in each group. (Is there an employee problem? Client surprise? Top line and bottom line.)

Really a nutty and busy day.  But times like today are always inspiring as an entrepreneur.  I believe the ability to determine one’s future exists for all people.  But successful people just have that something extra

I received an email from a Chabad-Lubavitch Rabbi at the end of the day with a quote I enjoyed, and wanted to pass it along. The Chabad Rabbi of blessed memory in difficult times would continuously quote the saying, “Tracht Gut Vet Zayn Gut – Think positive and it will be positive!”

… .and it’s funny: as I read the quote, I passed by a huge Jay-Z banner which said, “Refuse to Lose.” Which for me, is essentially the same message.

To me, at times such as these, anyone who isn’t concerned about the economy lives on Mars.  It’s a tough time, and it requires extra focus.  But successful people dig down further, work harder and make it happen.  As we lead into the weekend, I will end with another quote which I have used before, by Roger Ailes (Fox News): “If you run into people who are negative and always telling you that the cat got run over, and you couldn’t get the car started, and you’ve got a cold, the suits are idiots and life isn’t fair, you know, you need to get away from those people because they will suck you under and hold you down and drown you.”

Just Do It.  Refuse to Lose.

Ronn Torossian

5WPR

By now, many in the PR industry have heard about Jason Calacanis’ comments and thoughts on PR firms.  His recent post on Silicon Alley Insider, “How to Get PR for Your Startup: Fire Your PR Company,” has caused an uproar in PRland and much commentary. 

In general, criticism of PR firms makes sense.  Nearly all PR firms just aren’t that good.  They’re not creative; they’re not strategic; they’re not focused.  Yes, there are a few that deliver great results, but many more that are really terrible.  That’s why at 5WPR we pride ourselves on being starkly different from almost every other PR firm on the landscape.  However, Calacanis’ advice hits a very different nerve as far as criticism goes.  I won’t get into the DNA of his concepts, which have been dissected repeatedly across the internet, but I will say that I disagree.

So naturally, I want to meet him.  I recently asked for an introduction from a mutual friend, and while I have read his blog before, I started to read it more religiously.  In the process, I found a brilliant post on finding new talent that I not only want to commend, but also to emulate. Here’s the meat of the entry:

I hate using recruiters because they typically send you, well, not the best candidates.  The best candidates come from people you know telling you about people who are in good jobs already. As such, I’d like to ask you to send me the top five technology people you know in Los Angeles. Just send me some combination of their names, emails, mobile phone, and where they work. If you want to do an email intro that’s fine too.

I will do all the work in contacting them, and if we hire them and they stay past 90 days I will give you $3,000 cash money. This seems really fair to me since a recruiter would be 3-5x that amount, but the recruiter would–possibly–spend more time doing this. All I’m asking you for is FIVE NAMES.

I couldn’t agree more that the best candidates are those that are well-networked and well-known, not always the ones looking for a job.  They’re the ones who have a reputation for excellence.

I’m looking for these types of people – the ones that exude excellence.  So I’m going to match Jason’s offer: send me the names of the top five public relations people you know in New York or Los Angeles, and I might send you $3,000 to $15,000 in cash.

Email me the names at Ronn@5wpr.com.

Ronn Torossian

5WPR

Every day this week, I walked one block south of our offices to the tents at Bryant Park. Out on the street in front of the Fashion Week tents, lights were flashing and people were gawking. But while some were there for the fashion, I was there to people watch. As a marketer, I’m always inspired by the creative street theater and guerrilla marketing events saturating the Bryant Park sidewalk during Fashion Week. People watching allows me to see trends and make observations first hand. Reading a media report is a far cry from the palpable excitement on the street.

This morning, for instance, I encountered a few cross dressers promoting the Janice Dickinson show swarmed by photographers and a crowd of people. It’s a great example of a low cost, high impact way to capture influencers.

While I won’t reveal here the many successful stunts 5WPR executed for Fashion Week, I can say that street theater and guerrilla marketing are amazing ways for brands to capture mind share and media share at huge events, without incurring huge costs.

If you’re open to big ideas and have a entrepreneurial mindset, you can always find a way to incorporate your brand into the mecca of huge events, without having to pay the multimillion dollar price tag. Whether Fashion Week, The Superbowl or Sundance, 5W PR always finds creative ideas and angles to enter the media landscape, permeate the discussion and penetrate the tastemakers who attend. Brands need to seek creative, winning concepts… and winning sometimes means being outside rather than inside the box. Those who take the biggest risks with their brand often reap the biggest rewards. And by far the most attention.

Ronn Torossian

5WPR

Being an entrepreneur is always exciting, challenging and a real endeavor.  And it’s harder than anything you have ever dreamed of doing.

This week was a particularly tough one.  Each day brought new challenges that kept me at the office, out with clients or at media events until at least 10 p.m.  To maintain sanity during weeks like this one, I wake up early (5 AM’ish) just to run.   Before I turn around, it’s suddenly 3 p.m. and I haven’t eaten at all day.  Yes, a tough week.

I really love what I do, and I think any great entrepreneur has to love his work in order to maintain focus.  There’s such a rush of excitement when things are good.  I love the high highs. This week is one of those weeks where the energy is nonstop.  And now, as it begins to wind down, there’s only one last thing to worry about – the rain forecast for tomorrow’s 5W summer party.

Ronn Torossian

5WPR

Had a fascinating discussion with a tremendously successful young entrepreneur yesterday for whom I hold deep respect.  He spoke to me about the very important need to effectively manage one’s eighteen waking hours (on average I sleep 5-6 hours).  Long story short, he spoke of making me 20% more effective if I let him oversee my schedule for 60 days, and I plan to let him do so.  While I have long believed the more hours I work, the more successful we become, as responsibilities increase it’s about being more effective during the hours that we work.

Here are some keys he suggested to me, which he claimed would add hours of effectiveness per week:

 ·        Bring clothes to the gym so you don’t need to commute home  

 ·        Rather than reading the paper at home before you leave, read in the car or subway (once you are at your desk, your odds of down time is lowered)

 ·        Schedule as many meetings as possible in your own office (minimizing travel time)

 ·        Schedule open hours with staff during a set time every day (rather than coming and going all day, you can simply schedule back to back to back)

There were many deeper ones than this which I don’t want to share… but time, especially in the service business, is all we have… and maximizing one’s time is key.

Ronn Torossian

5W PR

Spent a few hours with the CEO for one of America’s largest private companies.  He spoke of walking throughout mega-stores and speaking to huge brand CEO’s who spend hours talking about macroeconomics and square footage, and who can go through power points and huge industry analyst reports and never once mention the key word – CONSUMER (and how he never hires people who speak in these abstract terms… as a consumer is someone they touch and feel).  As the recession continues, the brands who actually focus on the consumer are the ones who will win.  This industry expert spoke of product always being the key… above all else… and treating the customer right… which leads me into the next concept regarding product…

What is it that a brand can do to create enough mystique that there are pre-orders? Clearly Steve Jobs seems to have figured this out… I had the question myself this past Saturday during my 7 AM morning jog, when I saw tens of people lined up outside my local UWS movie theatre waiting for Batman.  It’s been a long time since a movie has done that… but clearly Nike in the sneaker industry, along with many others, does this.  What is that mystique that would have someone stand outside a movie theatre for hours? For me, clearly it’s about many things… it’s a combination of sexiness, brand loyalty, great PR and marketing.  Clearly something every brand would love to have.

As an aside, I haven’t really until very recently read Jack Welch… I just started, and wow are his comments and thoughts amazing.  A must read for any business leader

Now, onto the second interesting meeting… with a niche business market leader in NYC, who spoke of having a large business with many distractions.  But at the end of the day, it’s really just two simple concerns that he asks himself (and I agree 100%):

1 – Is it good for my client?

2 – Does it make me money?

If the answer isn’t in one of those two questions as an entrepreneur in where you spend your time in business, then clearly you are misfocused.  It really is that simple (and a major difference between an entrepreneur and an employee)…

And lastly, business (and life) isn’t an “academic exercise”.  It’s real – not theory or concept… not a fictitious name posted on a blog, but instead something very real and measured. Real business – real life – real dollars and cents.  There are many who can criticize and nitpick which is easy… but working hard every day and building is a hell of a lot harder.

Ronn Torossian

5WPR

I just returned from a few days of business and pleasure in South Florida.  It’s amazing what a short break can do for the mind, body and soul.  Time away can reap clarity and focus, while putting everything into perspective.

Recently, news organizations have been devoting their time to what is, in my opinion, one of the most absurd debates –  whether employees should be paid more for using blackberries during “off-hours.” 

In today’s 24/7 news cycle, corporations won’t exist if they live on a 9-5 clock, and great PR people won’t go far if they “log out” at 5.  The global environment and the world have changed forever.  Work and life outside of the office have merged closer than ever before, like it or not. 

When I was 13, I worked 50 to 60 hours a week every summer in a Bronx pizzeria.  My boss told me, “You don’t want to come to work tomorrow, great.  Don’t come the next day or for the next few weeks either.” While he said it half jokingly, the reality is the world won’t stop because you don’t want to perform.

In today’s hungry, new-money driven world, there’s always someone willing to work harder and push more, and the simple reality of life is unless one works in a minimum wage or civil servant position, they can’t simply punch the clock. And, as I fondly recall, a few years ago even NYC Mayor Bloomberg terminated someone for playing Tetris on the job… and he was right.

As Donald Trump and others say, “You can’t be great at your job if you don’t love it.” And, the truth is, no one will force you to check your blackberry, but I guarantee people who don’t respond to client needs during after-office hours won’t retain their clients very long.  For those of you in the PR industry who compete with my firm, I’d urge all of you to not check your blackberries after 6 or on weekends, because we always will.

I recently said to a new crisis client, “It’s very easy for people to criticize and much harder to succeed and build.  Building takes hard work, sweat, time and sacrifice.”

Entrepreneurs and successful people work hard.  I am sure the folks at NBC, CBS and other competitors are hoping ABC folks don’t check their blackberries after hours… so they get scooped for their stories in this uber-competitive media world.

Ronn Torossian

5WPR

Today’s New York Times had an interesting article which my staff discussed at length in an AM meeting.  The article by David Brooks spoke about today’s geeks.  While I am not, and have never been a geek, I found it to be thought provoking reading… and reminded me of an interesting speech which Bill Gates gave years ago I have read about… which talked about how feel-good, and politically correct teachings, created a generation of kids with no concept of reality, and how this method was setting them up for failure in the real world.

He concluded by outlining the following 11 Rules:

Rule 1: Life is not fair. Get used to it.

Rule 2: The world won’t care about your self-esteem. However, the world will expect you to accomplish something BEFORE you start feeling good about yourself.

Rule 3: You will NOT make $40,000 a year right out of high school, and you won’t be a vice-president with a car phone until you earn both.

Rule 4: If you think your teacher is tough, wait until you get a boss.

Rule 5: Flipping burgers at McDonalds should not be beneath your dignity. Your grandparents had a different word for burger flipping … they called it OPPORTUNITY.

Rule 6: If you mess up, it’s not your parents’ fault, so don’t whine.

Rule 7: Before you were born, your parents weren’t as boring as they are now. They got that way from paying your bills, cleaning your clothes and listening to you talk about how cool you are. So before you save the rain forest from the parasites of your parents’ generation, try delousing the closet in your own bedroom.

Rule 8: Your school may have done away with recognizing that there are winners and losers, but life has not. In some schools they have even abolished failing grades, and they’ll give you as much time as you want to get the right answer on an exam. This doesn’t bear the slightest resemblance to ANYTHING in real life.

Rule 9: Life is not divided into semesters. You don’t get summers off, and very few employers are interested in helping you find yourself. You are supposed to do that on your own time.

Rule 10: Television is NOT real life. In real life people actually have
to leave the coffee shop, and go out and find a job.

Rule 11: Be nice to NERDS. Chances are you will end up working for one.

Ronn Torossian

5WPR