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

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.

This week we were informed by Ben Bernanke that Friday’s report will show the June unemployment rate is once again on the rise. Naturally this points out that there are new laid-off employees or new jobseekers, who failed to be placed this past month, yet I fail to understand why when unemployment rises, companies cut their marketing and PR budgets.  Will new business arise from the sky? Where will brand awareness come from?

I represent many small businesses from all professional fields at 5W Public Relations. I find them to be the most “hungry” for success and passionate about what they’re doing. In fact, those companies of any size who are that eager to “make it” are the ones who need PR the most, and will go a long way to get it, especially in this economy.  We are proud to have a reputation of “fighting to get our clients results.” Why fight? Well, when you manage a small business, fighting is the ONLY way to get great results. 

Small businesses in their initial phase don’t always naturally create news, attract news – or to put it bluntly – deserve news. It takes a PR pro, strategy and expertise to challenge that notion. A small business can definitely find its niche in the media pending you know what you’re doing! The essential fact that the business started and the innovation, spirit, inspiration, and the message of “change” that it brings among many more attributes, is what the media can pick up when pitched properly. That’s where the fighting comes in. 

PR can garner the early coverage that provides the branding leverage and attention that would have taken longer for a small business to get on its own, if at all. As opposed to what many people think of the PR business, it holds one of the highest and measurable ROI’s today. Running effective social media campaigns, getting daily, weekly and monthly media “hits” as well as engaging in creative events and product launches that reflect your passion and energies are some of today’s PR best practices. 

In order to achieve these goals and get your small biz running and kicking, I recommend you spend some time and resources on PR. A tendency I found and leveraged in my own endeavors, but many  “self employed individuals” or “small businesses” have not realized their need for PR, let alone the initial notion of the great difference a professional PR agency can make for them. 

That said, we have had tremendous success with these types of companies, and share their happiness for every success milestone they approach. The key here: connect to the passion that started the business in the first place and we will fight for you in the PR space to get the desired results.

So it’s the time of year when many new college graduates are looking for jobs…. Some will seek full-time employment in their respective fields while others will make do with whatever they can get.  I vividly recall graduating college in June 1995 and having no clue what to do for a living. I also remember how thrilled my mother was when I told her I would deliver pizza while I “figured it out.” Delivering pizza lasted little over one year (and I loved it), and then I went to a MBA program in Israel—which I dropped out of after less than a week.  I ended up working in politics in Israel, loved it, and stumbled upon a PR job.  Then, at the age of 25 I returned to the States for my first PR agency job. 

Much like Today’s generation of blogging, micro-blogging, facebooking, spacing out on MySpace, digging in on Digg and mainly – relying entirely on information one gets on Google and Wiki means people don’t like going the slow way – Entrepreneurship allows people to do it how they see fit.  I realize today how competitive the job market is for everyone, and particularly for those seeking to enter the very difficult field of Public Relations. There are also those who will try to embark on a different path: the path of self employment. And for many, it’s a great option. I know it was very compelling to me less than 8 years ago, and I do not regret a minute of it since.

I am an entrepreneur; but not just any entrepreneur—rather one who chose a PR career through self-employment. PR is fast. PR entrepreneurship is WILD fast. And when you run fast you naturally focus on reaching your goal, which for me was and has been growth and success. You don’t see each and every stone that may trip you. And boy do they!

Growing quickly, I made many mistakes, said things I wish I hadn’t said, did things I wish I hadn’t done, but it has been my choice to ‘hit the ground running’ in PR and do amazing work for our clients through the years, which we have been blessed to do. At the age of 35, with a daughter at home, I am blessed to better understand my business and the world around me far more so than I did when we started. We are very proud to have been named the fastest-growing PR agency in the US 3 years in a row, and on the INC 500 list of fastest growing companies in the US.  Just this year, I was named a semi-finalist for the Ernst & Young Entrepreneur of the Year award. That’s been gratifying. 

In recent weeks, I have held a series of meetings and meals with other PR agency owners to better understand the role of PR in business, and 5WPR’s role in the greater scheme of the PR world. This way of life has brought both rewards and obligations, commitments and prices to pay. Those happen, too, when you choose to run your own business.

Some personal reflections (offered twitter-friendly and in 140-character max – Follow me @Rtorossian5wpr)

1. With email and the Internet the world moves very very fast.  Know the values and consequences of that.
2. Focus on what you want to achieve and not on possible obstacles. It is guaranteed that whatever you focus on will materialize faster
3. Care about your staff and your clients.  Treat people as you’d treat your own family.
4. Run tactically but think strategically. Just running won’t get you far. You’ll hit the wall. Strategically you’ll find a way around it. But don’t over plan without doing.
5. KNOW you will make mistakes on the way and don’t be afraid to make them.   
6. Put past mistakes behind you, and just try and grow from them.
7. Do what makes you happy. YOU. Not your environment, social circle, or external surroundings. You will never regret doing it your own way
8. Stop to reflect on daily, weekly, monthly and periodically actions of yours. Sometimes even a 1 day trip can allow clarity.
9. Be a good listener. Take advice and don’t feel you’re too smart to apply it to your business
10. When someone criticizes ask yourself does this person care about me (or my business), and if they do then listen.  If not, then don’t.

The word on the streets in Manhattan and inside my network of CEO’s is that the Venture Capitalists are back. They collected their gains from 2009 which ended strongly and started off a robust Q1 2010. With funds starting off 2010 with $5 billion, -a 41% increase from 2009- venture capital funds have more to offer early-, mid- and late-stage companies — great news for technology and web startups. How will your startup stand out THIS early stage in order to get some funding? Spend some time on PR and see how VC’s find it easier to reach you. Pitch investors as if you’re the next ‘twitter’, ‘Facebook’, or the next great telecom solution.

Venture Capital funds have learned their lesson. In 2004 they raised around $20 billion, increased to $36 billion in 2007 and, well… you know what happened next. With this in mind, $5 billion of course is put in some perspective. The point being, it’s much more competitive out there. If you know you truly deserve it, follow these next steps to gain vantage point when they seek for new opportunities.

The one concept is the creation around buzz – the need to fund your company, That is,  the solution, the lack of alternatives, and finally – the promise coming through innovation. A few concrete ideas:

1. Blogs: start 2 or 3 blogs around the topic. Join existing blogs which cover your field. Start raising the issue. If your startup is solution-based focus on the problem first. Don’t reveal your product, and don’t push the problem too much either. You don’t want to lead anyone towards the solution. Be personal and introduce yourself using your ‘elevator pitch’. It’s a good practice.

1. Social Media: with the problem-solution model in mind, you can join LinkedIn groups; create your social network with people on the provider, manufacturer, analysts and finally investment guys. In addition repeat advice #1 on relevant groups in LinkedIn. Integrate your group posts with your blog posts and vice versa. Its very effective for SEO.

1. Twitter: in contrast to what you may think, twitter is NOT a popularity test for brands and people. It’s a practical marketing and business tool. Use it wisely. Open a twitter account both for yourself and your brand as well as for each of your team members. Use it to create conversations frequently over the solution you’re offering as well as the need for it in the markets. Tap both the markets as well as circles around financial and investment operations. Choose your followed twitters carefully by relevance. Sign your account up on twitter directories for the fields your startup is catering to. End-users as well as developers, programmers, marketing and all players in the tech field.

1. Media relations: this is probably the most challenging for startups but also one of the most effective way of attracting funding opportunities. It’s especially difficult if you don’t really have a PR firm taking care of you yet. The logic behind it is obvious: you want to throw the word out there that you exist, that you are relevant and that you are highly needed to fill up a gap, a social and technological demand etc. In order to have YOUR product answer these questions you need to strategically plan your way in advance. This requires frequent communications about trendy and timely issues that revolve around your startup.

1. Integration: No, not the technological term “integration” but the PR concept. You just have to lead the choir in perfect harmony. Your website, blogs, twitter, social media sites, and various publications should all be well connected. THAT’s the essence of a buzz. Make people from different sources reach the same conclusion: brand ‘X’ is the solution to problem ‘Y’ that we have. I guarantee that if followed correctly, the media will pick up on the buzz themselves. The conversations you lead on twitter, the insightful posts on your blogs, and the presence of your brand and yourself in social media and of course the opportunities granted by media placements all have a crucial role when it comes to the investor.

Venture capitalist read newspapers on the way to work. They have a social-media life too. They seek information online through search engines. And rely on industry analysts. These analysts put a finger up to feel where the wind is blowing. Make sure you blow that wind when they do.

There’s many different styles of management, and many different styles of pitching and creating new business.  Owing a PR agency, I am a CEO who likes old-fashioned hard work – I admit I am more likely to be behind my desk than at a cocktail reception.

Similarly, I respond to emails, phone calls and inquiries very quickly – I believe in acting and responding.  Therefore, I wasn’t surprised to hear of the following study on the power of speed, and how it influences sales (and I am sure similarly it would influence relationships and other business aspects).

Leads responded to within one minute improve sales conversions by 391%? Leads called within one to two minutes of their being born convert 160% more often than the average – 88% of leads that close are those called within 24 hours. Be prepared to grow – Sometimes the fight is simply showing up and bringing your A-game.

Speed counts as I have said over and over…. And one of my favorite business books is recommended to remind you of the essentials:

It’s Not the Big That Eat the Small…It’s the Fast That Eat the Slow: How to Use Speed as a Competitive Tool

Ronn Torossian

5WPR

Truth is, ‘positive thinking’ is immediately associated with the ‘self-help’ shelf in your closest Barnes & Noble, but it is much more practical than you might think. My experience in business, and in life makes me more confident on how positive thinking can get you where you want to go.

It is said on Sir. David Ogilvy that during the early days of founding the legendary Ogilvy ad agency he’d go in the office and ask: “Well? Did Coca Cola call already?” Every single morning. Until they actually did. Coincidence? You may think so, but also in this Public Relations business, I can testify: positive thinking integrated into our lives can make a difference.

Here are 5 suggestions:

1)   The power of imagination. It is taken for granted, not fully utilized and seldom used to leverage your professional direction. The truth in contrast is, – imagination is the very first –and very far- achievement towards where you want to get. It could be picturing yourself with a new client, picturing your new office, imagining a media coverage piece on recent major achievements of yours. Anything you picture on a daily basis consistently can materialize physically.

2)  Act as if you already possess what you want. Sometimes we hold back on actions or emotions just because we “aren’t there yet”. A simple tip: Pretend you are there and you’ll find yourself happier, and more fulfilled with what you are currently doing.

3)  Communicate positively.  People are often skeptic of their abilities, and great PR people (and generally business people) recognize that passion is key. It is crucial not only to be passionate about your own job, but on the brand, firm, personality you’re representing. Your positive passion on a product can radiate far, and will be genuinely reflected in your media pitches, releases and placements.

4)  What you give out is what comes back. You claim you can’t do something? It’s certainly harder if you don’t try. Express positive outcomes to ideas, initiatives and efforts. Don’t look for why it WOULDN’T work. It is well reflected in the methods of professional brainstorming. You do not rule out ANYTHING that is brought up. Apply it to something in your life.

5)  Communicate. Yes, it’s a funny tip to offer communicators and public relations practitioners but it’s easily forgotten and is being deserted. Pitching the media? Connect over the phone. Following up? Give ‘em a call! When we express ourselves verbally (and positively) we attract better results. Less space for gaps in mutual understanding, and better personal relationships.

Avoiding Crisis Management – 7 Useful Tips: From Blackwater to Main Street

In what are probably the latest developments in huge declining reputation trends, we read of the up-for-sale of “Blackwater Xe”, the private security firm.  Combine that with the increasing calls on the CEO of BP Energy to step down as a price for the oily mess. These result in a price tag for bad publicity, damaged reputation, and lack of control over brand positioning.

Even the most perfect cross-industry brands and fans of Corporate Social Responsibility companies are not immune.  Patriotic, job generating and substantially-contributing companies may find themselves facing a public fiasco without proper prior warning. It can even apply to “country-brands” like Israel who stand up for many things, but cannot sufficiently channel the limelight towards those advantages when crisis knocks on their doors.

Sometimes you feel you are operating in an environment where you cannot afford to disclose operational secrets, structures, financials or policies. But it’s vital to find focused messages on what you COULD reveal, clarify on, and interact with the public asking for input too.

Ed Murrow, CBS journalist and one of the early directors of the United States Information Agency during the Kennedy years and facing the Bay of Pigs fiasco in 1961 said: “if they want me in the crash landings, I better damn be in on the take-offs”.

Here are 7 reasons and ideas to shift your PR from crisis clean-ups to a management function TODAY:

Having a PR rep in a meeting on policy initiatives can be leveraged for brand building and positioning, both pre-emptatively and for positive impact.

Good reputation management begins early on. Not when damaged reputation requires fixing. Reputation is identified and managed well during decision making processes

Control. Early PR gets the messages YOU want to disseminate to your publics in advance so you won’t have to deal with rumors and blog-standard sources which take all your Google-results space during a crisis.

The key to every PR story a.k.a “the angle” should be pulled from management functions which PR professionals are ear-sensitive to find and pick up

Attending management decision making processes can help create plan B’s and C’s and placed in a drawer for stormy days.

Interaction with key figures on a board can generate new ideas and key messages from various company divisions’ execs used as extra PR “bonus points” in building clarity, integrity and reputation for target audiences. Who knows where your next positive news item placement will come from ?

Most important: realizing PR is a two-street which can be utilized to also receive information from your key publics via PR research on their preferences, tendencies and views of your brand. This can imply on decision making in the boardroom and can prevent the next bad turn by the person on the wheel

Avoid the next bad decision snow ball. You don’t want to find yourself in blackwater mud.