We lost a client this week…and I was happy.  We were hired by the International headquarters of a major company and market leader, but the local Headquarters here openly did not want us hired.  To say that the International and local offices were not on the same page would be a very kind understatement.  We would get a call from headquarters to embark on a certain strategy, and then the US office would tell us a different story – no, we absolutely do not want this done. And then we would throw up our hands and say, repeatedly and regularly: “Who is the client – International headquarters or New York?” Both would say: “I Am.”

Needless to say, they wouldn’t say this to each other. Our staff was regularly frustrated, and I couldn’t give them a clear answer.  Headquarters was fair and good to us, so we essentially did as they told us and they forced the US office to follow along.  It was never friendly interaction and, amazingly, the US Director of Marketing for months on end refused to meet with us and essentially grunted through the conference calls we had.

Meanwhile, both offices told us that the campaigns we had thought up and implemented had raised their business significantly; that ROI from PR & marketing was up significantly; and that all metrics we set at the start of the campaign were exceeded.  Every time someone tried to trip us up, we exceeded expectations.

That said, it has been a few days since we spoke to headquarters, and I admittedly did not really focus when a staff member forwarded me a Google alert: the pre 8 AM notice said the International CMO was rumored to have accepted a new position.  Sure enough, before the end of the day we received the termination notice from the grunting Director of Marketing. 

Here’s to better clients…but I wasn’t unhappy at losing this client.

Ronn Torossian

5WPR

Overseas Filipino workers, the Maguindanao massacre, the Abu Sayyaf, and the Spratly Islands – surely not mainstream issues or topics that are seen in the media here in the U.S. regularly. However, thanks to the hard work of a Public Relations agency (not 5WPR), The New York Times, Bloomberg News, Reuters and others interviewed visiting dignitaries from the Philippines this week regarding the topics above.

Despite the firm’s success, the hiring of a NYC PR firm was a scandalous front page story in Manila, with headlines blaring: “Palace admits hiring US PR firm.” Outrage is now abound in Manila; hiring a Public Relations agency to assist in building support within the US?

On the front pages of Manila media, you can read of the administration defending the $15,000 PR budget at:

http://www.gmanews.tv/story/201737/15000-pr-budget-a-necessary-expense-rp-officials

As the President of the Philippines explained, the U.S. visit will likely “generate tens of thousands of jobs for Filipinos.” Upon arrival, he interviewed with six of The New York Times newspaper’s staff. Later media reports spoke of interviews with Bloomberg News and Reuters.

We work extensively in International Public Relations for dignitaries visiting the U.S., and I would imagine this campaign involved wining and dining along with tons of calls and follow-ups to arrange the NY Times, Reuters, and Bloomberg interviews. Not to mention researching the background of the Reporters doing the interviews, providing talking points and escorts to the interviews, and dozens and dozens of hours.

In my eyes, the scandal is the absurdly low fee which this firm earned – one, that in many other professional service industries, would cost at least 10 to 20 times more. Advertising campaigns, which few people see, don’t require hand holding, attention, or hours of work – which are all things built into a PR firm’s fee.

Its high time that Public Relations is afforded more respect. In a case like the one above, jobs will be created, international favor won, and attention earned. Of course, there is an obvious positive effect at home in the Philippines, as well.

As CEO of 1 of the 15 largest privately held PR firms in the US, I spend a lot of time managing crisis communications & crisis PR projects. It’s hard, time consuming work that reaps results. The above low fee crisis is one which is absurd and, to be honest, is unsettling.

The bottom line: be fair and give credit and reward where they are due. Why does PR consistently receive the short end of the totem pole ?

Ronn Torossian

5WPR

Wow! What a day – exhausting and exhilarating. Hour after hour, day after day – PR –non-stop fun & draining at the same time. And they call it work?

•     6:00 AM – Did the loop on my bike in Central Park before a quick steam at the gym.

•     8:30 AM – Breakfast meeting. I remembered en route why I never leave my office during the dreaded UN Week in NYC – horrible traffic. We discussed China-US economies and ongoing PR/communications plans.

•     Mid-Morning – Met with 5WPR client, Limelight Marketplace’s CEO. This is a client for whom I am really very, very proud of the work we have been able to accomplish – regular top-tier coverage. We walked the space and reviewed ongoing activities and campaigns. Enjoyed the time.

•     12:00 PM – Returned to office for a sit-down and a quick bite with a new employee.

•     12:30 PM – Returned a few media and client calls. Returned emails, strategized with a team regarding a client.

•     2:30 PM – New Business Meeting. It was exciting; my team presented a great plan and it was an ideal fit. I hope and think that we will get the client.

•     5:00 PM – Met with an attorney who called last night with a crisis PR communications project. We were hired 30 minutes into the meeting, and that let out around 7:45. Communication is a ‘round-the-clock’ challenge to a large organization.

Now, 10:15 PM, and I’m still at my desk finishing up some internal paperwork. I’m tired but loving my work. And to think, wow, we actually get paid (well) for this … work?

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

I have just returned from a whirlwind business trip where I visited 2 countries in 5 days. The trip was exciting, invigorating, but at the same time, exhausting.

En route to the airport, I received a call from a major political consultant. During the conversation, I realize we were both booked on the same flight. So, we sit in the business lounge and chat for over an hour and a half. Oddly enough, once on the plane, I ran into another acquaintance – the owner of a competing PR agency.  Good news: I got caught up on the industry. Bad news: I didn’t do the work I had planned to do during the flight.

During my time overseas, I was able to make some interesting cultural observations. Mainly, I am amazed by how intertwined business and politics are in smaller countries. Also, in comparison with the US, media impacts people’s daily lives on a much larger scale. To me, people overseas consume a higher volume of media hence PR messages and marketing are much different.

Lastly, before I go home for the evening (jetlag), I have a final observation – international travel and presence allows marketers and PR folks, like me, to conduct hands on market research and observation.  Watching people and the media in other countries surely impacts the Public Relations messages I use here at my agency.  Always food for thought.

Ronn Torossian

5WPR