A fundamental rule for success for anyone working at a Public Relations agency is certainly keeping up with the media and current events. I’d venture that reading is something which is key to success for anyone to succeed in the PR industry – as well as in many other industries. I am often asked what I read and have read:

Every day in the morning, at my front door I receive The New York Post, NY Times, and Wall Street Journal – each of which I read prior to going to work. NY Post cover to cover, WSJ Primarily marketplace, and NY Times Section A and the business section.  Throughout the day, I read a number of other sites at work, whether trade magazines relevant to clients, The Huffington Post, Adage, PR Week and other sites. I also often print items to read at home or over the weekend.

Some books I have recently finished or am in the process of reading:

• Jack Abramoff’s new book: Capitol Punishment which I found to be a fascinating read on Washington insider hardball from the legendary lobbyist (which Jack handed me this week during a conversation we had).  A very interesting read and analysis.  Highly recommend.
• Steve Jobs by Walter Isaacson’s: Jobs was a legend and this book has over forty interviews with Jobs conducted over two years—as well as interviews with more than a hundred family members, friends, adversaries, competitors, and colleagues – it was a fascinating story about a legendary intense man.  Really fascinating – and shows how every person – whether a genius or world changer is really that – a person, with strengths, weaknesses and the ability to have certain events change their life. Just amazing.
• David & Goliath by Shraga Simmons – a story about media bias surrounding the Mideast conflict from a media activist. An interesting read about how to challenge (and recognize) media missteps.

In a previous post I wrote about must-read Public Relations books (review at: http://articles.businessinsider.com/2011-09-12/strategy/30155677_1_pr-first-book-edward-l-bernays), so I’d also encourage that to be re-read.  And I actually of course next to my bed keep my book which I remain proud of: “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations”.

Books are a great holiday gift.

Ronn Torossian, CEO , 5WPR

I just wrote an article at Business Insider which I’d appreciate feedback on – and explains why my PR firm, 5WPR is hired to make sure some clients don’t get noticed.

I mention people including Mark Birnbaum, and Moshe Lax who are quietly successful.

Ronn Torossian

5WPR

I am so excited that very soon it will be a reality – In 1 month, nation-wide my book entitled “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations” will be available in bookstores.  It is one of the first mass-market books ever written by the owner of a PR Agency, and I am so excited.

The book is available for pre-order – and you’ll get it first at:

http://www.amazon.com/Immediate-Release-Deliver-Game-Changing-Relations/dp/1936661160

or

http://search.barnesandnoble.com/For-Immediate-Release/Ronn-Torossian/e/9781936661169?r=1&cm_mmc=Google%20Product%20Search-_-Q000000630-_-Its%20All%20Personal-_-9781936661169

The book reveals how public relations works best, how to attract (or avoid) media attention, how to manage Crisis PR situations, launching brands and other interesting marketing and PR topics. I don’t give away any secrets – and at the age of 37 its certainly not a memoirs, but its real stories from the front lines of owning 1 of the largest US PR Agencies.

Some sneak peeks:

“I enjoyed reading this book so much. The foundation of so many of Ronn’s game-changing observations and direction is something we all get: LOGIC. One
only needs to read, evaluate, and conclude, ‘I couldn’t have thought of that…’ or ‘That makes sense!’” Paul Carlucci, publisher, New York Post

“For too long, the PR game has been under the control of a handful of old-club-boys until Torossian came on the scene and was able to accomplish as much, if not more than all of them. For Immediate Release is an insider’s guide to how New York media works, but more importantly, how to work it, from someone who has had firsthand experience in doing so. Forget theory, this book takes you behind the scenes with real concrete examples of the new rules of social media and working with the power brokers that can build or destroy a brand.” Amir Korangy, Publisher of The Real Deal magazine

I look forward to sharing more details – 30 days or so and the book will be in bookstores and everywhere.  Cannot wait.

Ronn Torossian

5WPR

In this month’s INC Magazine an interesting story on a risk an entrepreneur took which should remind more small businesses of an importance principle – Unlike President Obama or the eventual Republican nominee, you don’t need 51% of the market – attracting some customers (even if you turn some off) is ok and a big victory.  Taking chances is part of being an entrepreneur – and winning some market share is important. The article can be referenced at: http://www.inc.com/magazine/201109/inc-500-brenton-hayden-renters-warehouse.html

Of course, a larger company couldn’t take these actions – but this company which now has just over $3 Million in revenue could never have gotten this sort of attention by playing by the rules.  A small Minnesota real estate company, Renters Warehouse hired controversial Glenn Beck as their spokesperson – after they did research finding 70 percent of their customers were “white, male, conservative Republicans between the ages of 34 and 55.” And as the CEO of this company, Brenton Hayden stated “You either hate Glenn or you love him. And the people who love him are fiercely loyal to him, and believe he doesn’t just stamp his name on anything. We’d call prospective clients to give them our sales pitch, and they’d stop us and say, “Wait, you don’t need to sell to me. If Glenn Beck endorses you, I’m ready to do business with you.”

As the article does goes on to state “I’ve gotten hate mail. Someone threatened to kill me. People have told me I should be ashamed of myself. “Glenn Beck is crazy, and I just wanted to let you know, I was going to do business with you, and now I’m not.” And if it was me, that’s ok and I’d realize at that stage of his company development he won’t get all tenants anyway – he’s playing well to his base, and will win some and lose some.

I’d also say he did the right thing now by choosing as his next endorser someone who is a “totally different kind of celebrity”, a real estate celebrity.

Entrepreneurs who can handle heat and some controversy can often benefit and grow – even at the cost of alienating some – they gain many and can grow a very successful business.  For my business, as an entrepreneur owning 1 of the 25 largest PR firms in the U.S. we continue to take changes and I don’t need 51% of the world Public Relations market – give me 10% of it and we will be a huge amazing eminently successful PR Agency, and we don’t need to be all things for all people.

Ronn Torossian

5WPR

Some random thoughts:

1 – I really enjoy reading AdvertisingAge weekly – particularly the Small Agency Diary. Its well written and informative – this weekend I particularly liked:  http://adage.com/article/small-agency-diary/ad-agency-s-task-educate-clients/227841/

It’s a lesson we at 5WPR are forced to learn often – understanding the importance of educating clients on what we do, what they find useful – and knowing when to say no to a potential assignment.

2 – Crisis PR has been all over the news and there are some fundamental rules which exist – tell the truth as quickly as possible. Lies come out and get caught, and your problems will compound and continue when caught.  Crisis PR and damage control are about coming clean, understanding time is of the essence and taking responsibility.

3 – I haven’t been posting as often as I have liked– thankfully business at our NY PR Agency is really strong and am working crazy hours.  My first book: “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” will be in book stores in October and has been tremendously time consuming. I have also recently started a regular PR and marketing blog at Business Insider, which I’d invite you to read and comment on at:

http://www.businessinsider.com/author/ronn-torossian

Ronn Torossian

5WPR