Every morning, you are handed 24 hours – one of the few things in this world you will receive for free. Even if you had all the money in the world, you still couldn’t buy more time. The question each day is: what will you do with this treasure? This is a question that is relevant to anyone, but – on a professional level – especially relevant to professional service companies, such as a PR agency.

Retail stores, restaurants and any consumer-good front store invests major efforts and time into preventing theft and shoplifting. A responsible person wouldn’t consider eating at a restaurant without paying or pocketing electronics in a store; so, why is it that when it comes to service providers, people think its ok to steal our product – TIME?  We sell time, hours in the day, to produce client results and get paid for it.

Perhaps it’s a lack of awareness to the significant role of time to service-based businesses.  Unlike individuals or businesses in other industries, service-based businesses like my PR firm, 5WPR, make the most of two elements that create success: the human resource, and the time resource. Time is the platform on which we create, design and “manufacture” our invaluable goods; it is our “assembly line.”

If you ask us to spend time preparing a presentation, then have the courtesy to reply? If after numerous meetings we pitch your business, then at least have the decency to call us back.  Be constructive: take 5 minutes to explain why our services weren’t a match for you.

Time is something I’ve personally learned to manage systematically. The way meetings are run, the way I communicate, and the tools I use to maximize productivity during the day reflect my appreciation for and value of my time.  Time, in service businesses, is a component that determines the position of a business in its industry, its stake in a market. In turn, it determines how many of its leads will turn into business opportunities.

There are three business techniques I use to optimize my time: be assertive, be confident, and work on your communication skills. There is no need for elaborate explanations, no need for long meetings that go well outside the agenda, and certainly no need to waste a business provider’s time if you have no intention of ever engaging the service.

Ronn Torossian

5WPR

  A few years ago, I wrote about a post Jason Calacanis’ had made regarding PR firms, and much of his commentary still rings true.  At 5WPR, we continue to work hard, succeed and are proud to be 1 of the 15 largest PR agencies in the US.  We get results, and as such finding staff who wants to deliver is always a challenge.  Few people starting businesses realize its often harder to find good people than it is good clients.

We are looking for outstanding PR staff.  Email us your resume at Careers@5wpr.com.

Ronn Torossian

5WPR

Random musings from a NYC PR guy -

As the owner of a Public Relations agency, I realize that the PR business is ‘go-go-go’ all of the time; it is hard to find opportunities to reflect, an opportunity to lament on an NYC August day. It is hard work all of the time and, to make it in this business, resiliency, hard work and persistence are necessities.

I am quite proud of our read and react PR programs. Part of garnering media results is continually checking the news, and when something happens, coming up with an angle that fits, and getting the client quoted.

I was cleaning up some emails, and came across this inspiring article by Jay-Z, which is an interesting read for self-made entrepreneurs of any kind.  A truly inspiring piece:

http://www.menshealth.com/men/best-life/career-money/jay-zs-secrets-for-personal-success/article/ebb1b36e20405210vgnvcm10000030281eac

Ronn Torossian

5WPR

As an entrepreneur who owns a PR agency, I believe in the power of reading, and wasn’t surprised last week when Amazon’s Kindle book sales surpassed print books’ for the first time. Information is always being changed and updated, and now the ways in which we retrieve information are following. So, how are people to choose the right way to get their news, books and journals in today’s uber-information age?

The “Newsreading Theory” by William Stephenson Ludenic asserts that people don’t merely seek information delivered via newspapers, but actually stick to print-editions for another reason: they receive a certain joy from holding on to a newspaper.

A newspaper is a collection of chosen happenings that informs you of “what’s important” for that specific day. It also puts, and keeps, things in order for its reader.  It is limited to only the most relevant information, so you know by the time you’re done reading, your “need-to-know” thirst is quenched, and you are informed enough to go on with your day.

Digital readers, on the other hand, can only fit so much on their screens. You can’t predict where you will end up; links in stories can lead you far and away from your starting point. The coverage of a news item can consist of multiple links that, by clicking on them, will delve deeper into the topic, but away from the home page where other news is offered. In addition, the endless amount of sources online gives you a sense that there is an infinite amount of information to gather – it becomes a challenge. You can actually spend days just gathering information online from various sources.

So why is this important? Let me relate it to the late President Ronald Reagan, of whom it is said throughout his career he was always the best dressed in the room, regardless of the social forum. They say he would stand out from any crowd by simply appearing as the smartest person there – again, regardless of the issue at hand.

In order to stand out one needs to always have that extra piece of information among his cards. By reading, one can know something more; share an insight others don’t possess. Here are some personal guidelines which have served me well:

1.       If you only have so much time: Get the newspaper at your front door and read it first thing; know what goes on around you (A necessity for me as a PR firm owner). Enrich your engagements and opportunities will follow. Meet with new people, have discussions with colleagues and friends, and engage in business. Before long, uncertainties can look much different if you have the upper hand on the latest developments both locally and internationally.

2.       The arena you play on: Often how mavericks differentiate themselves from the laymen. Your industry is a global story – that’s a fact now no matter what field you’re in. Are you familiar with the trends and transformations in your industry? In what direction is the service/product/firm predicted to go and where should it aim to reach? This information would be found in trade magazines and analyses reports online. Make sure to subscribe to several to get a wide and progressive perspective.

3.       Global trends: Many in the last decade lost their jobs because they were “asleep” when global trends were shouting that jobs of their kind will be exterminated. They didn’t listen. By following vital stories, pictures become clear and problems can be avoided. Recently, the Motorola Company sold major assets from its wireless division. This means thousands of job cuts worldwide. Following news over the last 8 months, one would have seen Motorola gradually getting rid of operations in its wireless branch; it would not have come as a surprise.

4.       All the rest: Yes, this includes this article. The 2.0 era and the social media environments have lead to an unprecedented amount of sharing. So, don’t rule other people’s advice. Read 5 random sites of your choosing – whether they are related to your field or not. Another person’s opinion can contribute to you in many ways, whether it’s personally or professionally. Content like tips, motivational notes, how-to lists, and even personal obstacles are valuable. You never know where your next idea may come from.

Communication is all around us, and the wise will find enrichment inspiration, and strategy through their reading. Once you’ve developed a strong reading habit, take a few moments to write, too. Contribute back to the places you’ve borrowed from, and share.

Make a strong impression in your next engagement. Show that you know.

The above was published at: http://www.opednews.com/articles/How-To-Focus-On-Reading-in-by-Ronn-Torossian-100727-314.html

As published this morning at: http://popdemonium.com/2010/07/challenges-celebrity-pr/

One of the most challenging parts of working in celebrity publicity is re-shaping an image which the world already thinks they know. Constant public scrutiny, the demand of hundreds of media outlets calling non-stop, and the immediacy of today’s media make this even harder. The latest news from Lindsay Lohan, Mel Gibson, Tiger Woods and other shining stars, makes one wonder about the differences between a celebrity and a “normal” human being.

After years of work with corporations and celebrities, I realize that the media often decides a story angle before they actually hear the facts. In “Bias” – probably the century’s most significant media-criticism book – Bernard Goldberg, ex-CBS producer, states that a lie in media terms is not really a lie, “they would pass the polygraph test… they honestly believe what they’re saying. And that’s the biggest problem of all”. Just last week, in an unprecedented rule in England, Angelina Jolie and Brad Pitt won their case over privacy against a gossip outlet that reported an upcoming divorce. The damages will be accounted for by the paper and offered to the intruded couple. And, all this because drama sells paper, whether it’s true, false or exaggerated. I mean consider how many headlines were written on Tiger Woods, but what do we really know other than that he cheated on his wife?

The media simply feels compelled to respond to massive public interest, and human fascination. Celebrity representatives often can’t respond quick enough to damaging news – and this lack of response, or failure to fix the issue, can often shape the story. In contrast to a company, brand or product, the “celebrity brand” stands alone. If something is perceived to go wrong you can’t accuse production lines, ‘industry trends’ or forces of nature, like BP has tried to do. Instead, the individual celebrity is the only one who can break, or fix, his or her “brand.”

In today’s new media world, information is excessive. It has inflated the online market, and questionable stories and their sources are all around. The media and its key players – reporters, producers and editors – find themselves competing hard for your attention, click, and ‘retweet.’ This struggle makes it more challenging to proof-check every single story as the cycle is a 24-hour “news” cycle where everything and anything can happen anytime. Unfortunately, this also allows some to promote their own goals and stockholders’ interests by bullying people along the way. Perhaps the cure will come with online, fee-based content, which will charge readers for access but in exchange make a commitment to value and quality for the reader. It’s rumored that the New York Times and Apple will adapt such a model.

I have commented extensively in the media regarding Woods, Lohan and Gibson, and I believe in today’s America, with strategic planning and a PR plan, all of these figures can make a return to some degree and repair their image. They too are human beings, and for them too life shall go on.

Recently we have seen a return of sorts of Rev. Ted Haggard, who was forced to resign nearly four years ago as president of the politically powerful National Association of Evangelicals and to step down from the mega church he founded, after admitting that he had bought methamphetamine from and had a sexual interaction with a male prostitute. Haggard confessed in a tortured letter, calling himself “a deceiver and a liar” who had long wrestled with desires he described as “repulsive and dark.” Now, in his comeback, the energetic and positive Haggard says he is back to doing what he was born to do. “Tiger Woods needs to golf. Michael Vick needs to be playing football. Mr. Haggard needs to be leading a church.”

Celebrities, too, are human beings, not lab rats. They make mistakes, like human beings, but their image can be harder to manage. They possess a “brand personality” that’s constantly up for scrutiny.

There is logic in a celebrity stating “this is what I do best, let me do my job.” Some can and will recover a blunder with the media, while others will not stand the test. Celebrities are individuals with red blood. They’re individuals with a wide public awareness and they represent something – bad or good. Working closely over the years with some of America’s most famous people, I wont allow my children to worship someone who can dunk a ball, golf the best, win an Oscar; look up to people you know, not people on TV or movies.

Ronn Torossian is the CEO of 5WPR, one of the 15 largest PR firms in the US. Named to the “Ad Age” and “PR Week” 40 under 40 lists, he was a semi-finalist for the 2010 Ernst & Young Entrepreneur of the Year Award. His agency represents leading brands in all spaces, and has worked with celebrities including Snoop Dogg, Pamela Anderson and Nick Cannon.

Much different than BP, Toyota, Mel Gibson, Tiger Woods and Dell, Apple can better weather negative media and afford a PR crisis (if such a thing is possible).  Let’s keep things in perspective for Apple – The brand is so hot that there are waiting lists for their products, and they won’t even take your money in their stores.  Even with a massive, high-probability record-recall, Apple still will emerge unscathed in the big picture.  They have made so many right moves for so many years that one misstep was to be expected.

In exploring the world of branding and marketing, people tend to lean on the mass marketing concepts taught in schools of business. They teach about power branding, co-branding, differentiation and loyal consumers following their brand preferences. As these are all valid concepts, it is a natural negligence of the power of the brand stemming from media coverage and public awareness. If not for Public Relations management and buzz around innovation, none Apple’s inventions of the last decade would have been as successful as they currently are.

Were people agitated by Dell only since its batteries burst into flames while working on your laptop? No, the batteries were one additional negative aspect of the brand stemming from the late 90s’ caused by reckless communication management instead of quality service. As for the recent Mel Gibson fiasco, are the newly released tapes the only reason the public is asking to end his career? No, there is a recent history with poorly-considered statements and very unfortunate timing. This also applies to BP with the oil spill and the public opinion of corporate ‘Greed,’ goes alongside the jealousy and anger towards Tiger Woods’ glamorous career, and concludes with Toyota, which simply wouldn’t admit to mistakes and playing with peoples lives.  They all paid the price and will continue to for miscommunication.

Apple has been innovating and determining the way consumers of all walks of life live, do business, and interact. It is a brand that applies to all industries and it reinvents itself all the time while dominating the markets of Telecom, Tech, and mass consumption. Just as Fed-ex defined overnight travel, how many people are walking around with “walkmans” these days? No one, now it’s the iPod, stupid. Apple has amazing products, but all of them would mean nothing had Apple neglected the communications around its activity.

If IBM’s Thomas Watson of the 50’s is known for his pathetic statement, “I think there is a world market for maybe five computers“, then Apple is known for the exact opposite. The bi-annual Apple extravaganza in San Francisco is an unprecedented attraction of media attention. It is as if every single year Apple will and should introduce us to a new way to make life easier. Its CEO is a brand power that is reenergized by his quiet, almost “simple” character that lacks colorful dimensions. The products enjoy a pre-sale rate that shows a blindly-directed consumer market, overachieving substitutes.

Today, Apple can afford the iPhone 4 recall because – from the public’s view – they are almost vital to our “existence.” The awareness this brand gained and maintained in the minds of the masses stands as a symbol of technological modernity. It defined mobility.  It reads portability and integration. It defines social interaction through its apps. As a business, it acts as a generator of income for app developers and social media marketers, and let’s not forget how it revolutionized the music industry through iTunes.

What Apple did that no other brand could do is integrate and harmonize all its sub-brands as leverage for a major awareness-building stunt – known to us as “Apple”. In contrast to Toyota, people will return the device and impatiently await its replacement, because Apple doesn’t have peers, whereas a Toyota driver can easily drive a Honda, instead. In addition, Apple lures customers to the next innovation – be it iPad 3, iPod 5 or Shuffle 8. When Toyota cars were returned, it was a ‘Goodbye’ wave from former drivers. The recovery for Toyota will require a regained credibility and loyalty on the consumer’s end. On the other hand, the Apple case is so strong that loyalty remains intact.

The strength of Apple stems from its PR and brand awareness. The probable recall reinforces the public opinion of Apple that displays it as a highly-crucial piece of equipment in our daily lives. Apple described the possible recall as a “sign of its commitment to consumer quality devices,” and that shows how well the PR machine works for Apple. For any other brand this would mean a disastrous outcome and a possible end to periodical success.

For Apple, it’s a re-run of the suspense and sleeping bag phenomenon seen outside Apple stores worldwide. If they sold 3 million devices now, I’m thinking they will sell 5 million by the end of this epic.

Ronn Torossian

5WPR

Starting a business and being an entrepreneur require a lot of energy. They also require the realization that you’re embarked on a long path with both ups and downs. One thing to remember – which I have learned only recently – is that while you expand your imagination to how successful you wish to become, do not neglect the small achievements.

I’ve been running my company for nearly eight years now – been in the business of PR even longer. And still, I find myself celebrating every piece of progress that we make at 5WPR, and that I make personally as I walk the path of self-made people. But, people have a tendency to look and, unfortunately, find what is missing in their personal and business lives, and all of us have experienced this:

What else can be done that hasn’t yet been done?

Why don’t I have the client that I want?

Why am I still not holding a large share in the markets I want?

All of these untapped and under-accomplished areas are valid thoughts under every business term, sales, or strategy. But, as a main focus, they’re counterproductive when it comes to “success” – simply because they stem from negativity. We tend to see where we haven’t yet reached or haven’t made our mark. How many times, though, have you looked at what you ARE successful in?

Throughout the years it took us tremendous effort to get to where we are now, and it was crucial to appreciate every single uphill step. You don’t always start your way with a major client or a major account. And, if you’re in PR, you certainly don’t always get a first hit on national TV. But, every single day you do celebrate your independence – your freedom to pursue opportunity wherever your mind, skills, and talent can take you.

Here are 3 ways to change… TODAY. Practice them persistently, a few times a day. You will see the difference as you begin attracting more of what you already have and more of what you want to have.

1. Focus on all that you have and be grateful for it. This is key. Only through gratitude can you attract more of the same. It’s a two-way street, though; if you focus on negativity and what you don’t have… guess what? – You get more of it. Instead, start seeing even little things – like your writing skills, communication skills and other talents you have – and opportunity will soon present itself, so you can apply these skills for work and fulfilling purposes.

2. See your goals as a positive opportunity. As simple as it may sound, its not a natural things to do. A meeting, or an ongoing series of meetings, can be a dreadful reminder of how far you still have to go to reach your business or life goals. Instead, see the opportunity in every goal, and expand it in your imagination.

3. Practice daily celebrations. It actually begins in the morning. For example, I like to head out early for a swim, bike ride, or run. I’m talking 5 AM, before the day even begins early. It allows me to reflect on my daily goals, think gratefully of my life, and realize the privilege of where I am in life. Applying these techniques to your life will be a great beginning for new things to come, especially if you wish to change anything or improve your day-to-day experiences. In addition, celebrating the achievements can be done as follows:
a. Feedback: Congratulate or make a positive note to anyone around you that’s done something right. That includes yourself.
b. Sharing: Share a good accomplishment with someone who cares enough to be happy for you. This includes, family, friends, and colleagues. The more you express your happiness with a development, the more grateful you become, and the more attraction of the same you get…
c. Getting more: That’s your ultimate goal. In order to achieve it, you got to want it. Think about where you want to be in a day, month, year, or five years from now. The more you imagine yourself being there or obtaining your ideal wants, the faster it will materialize.
 
Onward and upward.

Through the years, we have represented a slew of celebrities, ranging from Snoop Dogg and Ice Cube, to Pamela Anderson, hall of fame athletes, and others. Whether or a major mega-star, or up and coming celebrity, universally celebrity PR campaigns are very demanding, time consuming and hard work, for many reasons.  (And of course that’s before the “colorful” (and I can tell a ton of stories, but wont am sworn to secrecy).

Adrian Grenier’s recent comments to the WSJ that celebrities wont need Public Relations representatives in the future: “I don’t have a publicist and never have.  I’m no stranger to self promotion. I find it first of all more authentic when you put a bit of your creative touch to what you’re trying to share.”

Public Relations is more than self-promotion for celebrities, its shaping and positioning a brand, its filtering requests, and many other responsibilities.  I agree with a comment I read made by a CEO of a PR agency “Dollar for dollar publicity is one of the great bargains left in Hollywood. If a celebrity makes $6 million a year, for example, they probably pay a publicist give or take $5,000 or $6,000 a month, or one percent of their net. When you compare the hours a publicist puts in to the ten percent a manager or agent gets…I don’t think agents or managers are overpaid, but I think publicists are underpaid.” As he further stated, a good publicist will drive their client to be themselves.

I am just returning to work today from a week in the gorgeous French Riveria (visited Monaco, Nice, Cannes and other areas), and the amount of wealth and high profile people there was amazing.  Who would handle the many celebrity mistakes made in places like this, or false sightings which are reported ?

Nearly all CEO’s have Public Relations pros, or PR agencies handling their needs, and so too should celebrities. Celebrities need PR specialists, much as they need lawyers, accountants, doctors and others who know their fields the best way.

Ronn Torossian

5WPR

I remember when my daughter was born I said to my wife, “I already have a baby.” In shock, she turned hurt, until I immediately told her – “Dont worry darling, its my business, 5WPR.” Of course, entrepreneurs feel that the business they founded, sweat and bleed for is like their baby. I say this writing from a “business center” in the South of France, on vacation, where people are on vacation, relaxing, but like many other entrepreneurs, the concern, care and passion for my business arent on vacation. An entrepreneur always is caring for and nurturing their business, much like a child.

Being away for the last week, in the beauty of the French Riveria has left me time to think about items which are often neglected day to day, but are vital. Entrepreneurs dont realize how much in fact they are brands – To their employees (who often watch their every move), clients, competitors, and others. Any business owner’s personality and character are part and parcel of the company’s very fabric and being.

In the honor of July 4th, I’d like to offer four easy and applicable “independence” tips for you to apply this weekend. They wouldn’t take long, but can impact your business and reputation.

1.       Who are you? Understand the important role of Search Engine Optimization (SEO) vis a vis your brand. ”Everyone is “Googled” often, and what comes up when someone does in fact google you ? (and the 1st few pages count a lot more than the last)… Tip #1: create your public Google profile. Google prompts you to do that once you type your name on their search. Include links to your website, social media accounts, blogs, or any other source of information about you

2.       What are you up to? Social media: you should, at the very least open a Facebook, LinkedIn and twitter account, for yourself and your business. Did you visit them lately to update your network? Twitter is like a pet: if you don’t feed it and give it attention – it dies. And it takes your social media presence with it. Once you have active social media accounts, they will influence google, and therefore you will contribute directly to your brands “google” reputation. This weekend make sure to go to your social media accounts and update them: are your links set in properly? Is your professional doings updated? Have you optimized your network by bringing in more friends, colleagues and business partners? Look up for potential clients and partners to your ventures.

3.       What can you tell me? The online arena has turned to be one huge social setting. People are there to share. I am certain you have a lot to share too. First and foremost – on yourself, your skills, your talents and strengths. State them clearly over your different online accounts. Sign up to forums that revolve around your business. One of the greatest goals you can set for yourself in this venture is for you to come up and be recognized as an expert in your field. In order to achieve that you must be active and share opinions, expertise and knowledge in professional forums, your own blog or two, and in the business and professional settings that are meant to meet this goal. One of them is the BusinessWeek business exchange forum found here.