Every weekend I look forward to picking up The Sunday New York Times at my doorstep, which remains a must read – 2 Interesting articles appeared this week:

1.   No Jobs? Young Graduates Make Their Own. Much as today’s Public Relations world is often about content creation and self creation; the work force has forever changed and kids’ today aren’t dreaming to become doctors and lawyers as they did when I grew up. They want to be entrepreneurs and create on their own.  This new trend is something for companies large and small to recognize and accept for better or for worse. (I have never met an entrepreneur, who doesn’t think they have the best idea ever, but I am always actively investing in start-up businesses we work for, as well as those we don’t). Interesting piece and thought for anyone in business 2010 and forward.

2.  Some establishments and brands receive an inordinate amount of press whether its mediocre food, product, etc. I’ll admit I have never been to Elaine’s, but I have been amazed over how much media Elaine’s has received the last few weeks since its owner died. There are many places who receive extroordinate media for reasons unknown, but I was really amazed with Elaine’s media (Could a hint have appeared here at: http://www.nytimes.com/2010/12/12/fashion/12elaines.html

In the quote by legendary NY journalist Pete Hamill who explained: “Elaine didn’t care that we’d never been there before. She was delighted to see us,” he said. “And if we had a bowl of pasta, and if she knew we were newspapermen, she’d tear up the check. That was the beginning.”

The good news at least for me is that of the 5 power spots now listed, http://www.nytimes.com/2010/12/12/fashion/12elaines-box.html?_r=2&scp=1&sq=power%20spots&st=cse, I certainly attend 3 all the time and know the maitre’d/owner in question  well.

The wheels of the bus go round and round, round and round…

Ronn Torossian

5WPR

I went to see The Social Network this weekend, which I found to be a fascinating movie. But, wow, could Mark Zuckerberg have been portrayed any more negatively? Towards the end of the movie, a woman says to him, “The Internet isn’t written in pencil, it’s written in ink.” Along those same lines, an article in the Sunday New York Times had an article entitled: “Is Your Online Identity Spoiling Your Chances?”

You should be aware that the concept of privacy no longer exists, and if you get drunk and act dumb, do not post online. Do not send questionable jokes publicly and keep your personal thoughts to yourself. It’s something which few people think of and realize, but nearly every company is doing an online search on their tentative employees pre-hire. The New York Times article is a must-read.

As an aside, one of the fastest growing divisions of our Public Relations agency is our Search Engine Optimization (SEO)/Online Reputation Management work.  We are able to influence what people see online when they search a name or title and, as such, can ensure that any negative “ink” available on the Internet will appear on the 5^th or 10^th page of results, rather than the 1^st or 2^nd.

It’s amazing to think that Facebook was only created in 2004 – really unbelievable.  That’s just some food for thought, and motivation for entrepreneurs like myself.

Ronn Torossian

5WPR

In Saturday’s NY Times, a great article titled “We got a mention – now lets panic” (at: http://www.nytimes.com/2010/10/03/business/03proto.html?src=busln) spoke of a few young entrepreneurs who got a mention in Oprah magazine and, as a direct result, saw their company website have a spike in sales – so much so that their server actually crashed, and “Orders quintupled overnight.” Another small company saw a similar bump from a New York Times Article, as they “sold 1,000 shirts in two days. Within a week, the company had quadrupled its total sales to date.”

The piece is a great mention for those of us in the PR business who like to always like to read success as a result of placing stories within the media. Public Relations is genuinely one of the cheapest forms of marketing which exists. It can increase sales, drive brand awareness, enhance visibility, and provide many other positive outcomes. Businesses need to prepare for the effect of positive PR campaigns and be able to support positive PR & marketing campaigns, too.

The NY Times article is an exceptional step toward promoting PR awareness. Great propaganda tool in today’s NY Times for the PR industry.

Thank you, from the owner of a Public Relations firm.

Ronn Torossian
5WPR

I read an interesting article in Friday’s NY Times about Anthony Scaramucci and his recent exchange with President Obama. I spent an hour or so with Mr. Scaramucci about a month ago at 5WPR and I was impressed with his background; as the NY Times states, “He did not grow up with a silver spoon in his mouth… he went to public school.”  He struck me as an ambitious entrepreneur and – admittedly – I really wanted him to hire us as his PR agency, and was quite disappointed when he didn’t.

During his recent exchange with President Obama, he said, “We have felt like a piñata. Maybe you don’t feel like you’re beating us with a stick but we certainly feel like we’ve been whacked with a stick.” Speaking of the “connection between Wall Street and Main Street,” he returned to his theme. “When are we going to stop whacking Wall Street like a piñata?” The self made Scaramucci mentioned his 43 employees how in New York City “a $50,000 employee will cost him $90,000, and that person will bring home only about $35,000.  Seems very disconnected, and that doesn’t encourage job growth.”

(The exchange can be viewed at: http://www.businessinsider.com/anthony-scaramucci-pals-around-with-president-obama-2010-9)

As a small business owner in New York, one who isn’t part of the Wall Street community, I share exactly his sentiments.  Why is it that there isn’t attention directed to people who create jobs and opportunity – the same people that can create jobs further down the line? Wouldn’t the government want to encourage entrepreneurs rather than tax and hamper them further? Obama’s answer, discussing the Top 25 hedge fund managers who brought home $1 Billion didn’t resonate with many entrepreneurs, like myself, who don’t make anywhere near $1 billion; and yes I aspire to do so, as do so many others.  Is that a bad thing – something we should discourage in our capitalist country?

I am frustrated with continued tax increases, the inability of businesses to get financing, and increased government intervention. I fail to understand how any small business owner in New York can’t feel the same way and applaud Scaramucci for letting President Obama know how he felt.  (Anthony – You still should have hired us!).

Wall Street, and all of the other industries which create jobs, is Main Street, and it does create opportunities for the entire U.S.

Ronn Torossian

5WPR

Stay business minded while riding the wave of positive PR

http://www.nytimes.com/2010/05/09/fashion/09michelle.html?src=me

The article above which appeared in yesterday’s New York Times is a worthwhile read.  As the CEO of a PR agency, I often field questions about how PR positively impacts a brand and the aforementioned article illustrates how First Lady Obama’s super star power brings buzz and affects the businesses of the designers she chooses.

Key Points to Take Away….

By reinforcing the quality attributes of a brand, PR can often result in increased awareness amongst core consumers. As the article states, the young designer, who was lucky enough to dress Michelle Obama on Saturday night commented: “By the next day, traffic on his Web site had shot up. By Monday, he was hearing from stores that do not carry his lines but were now, suddenly, very interested.” Now, its on him to close.

That being said, it is important to stay business minded as the increased attention and sales flood in. As the article states, “you can definitely win the PR race, but there’s still a business to manage.” Certainly, good PR doesn’t mean you can ignore business fundamentals. It is the important to realize that PR is a means to an end, but it is the responsibility of the company’s leadership to take the attention and turn it into a profitable, and sustainable boost to the bottom line.

Different segments are impacted differently by different types of PR. As one designer noted “…clients who have the taste and the money for high-end designer clothes are looking for something they feel is special — not, say, a dress that everyone has seen on magazine covers and on TV.  As a designer of a $3,000 dress noted, “I can promise you I have not sold one Alaia dress because Michelle Obama wore it.”

Via sustained positive buzz and increased visibility, PR remains one of the cheapest ways for a company to build their brand. Food for thought.

Ronn Torossian

5WPR