Working day to day with the media is a humbling task. Reporters are very busy, overworked, always stressed, and notoriously impatient.  As PR professionals, we work hard to convince reporters to write stories about our clients’ issues or products– and it’s a tough job.

It will become even tougher with the recent announcement that the Dallas Morning News will now have journalists reporting to sales executives.

This will further blur the lines between advertising and media relations. As it stands now, I often get calls from clients excited about news opportunities. But oftentimes these “opportunities” are just representatives from cold-calling to offer editorial space for a fee, which is all fine and dandy, but it’s called advertising.

At my PR firm, we believe in good old-fashioned media relations.  We build relationships with the media, pitch journalists and place stories. It’s certainly not easy, but now with situations like the Dallas Morning News, it’s going to get harder.  That being said, we will keep pushing, and keep succeeding with the continued hope that this will help clients realize the vast undervalue of PR and PR agencies in general.

“The toughest thing about being successful is that you have to keep being successful,” said Irving Berlin.

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

Arrived at the office pre-7 AM today as I have a major international business trip planned for 5 days; and it means preparation and extra work for ongoing items. Overseas travel always means exhaustion (and of course the necessary annoyance of airports and flights).

Nevertheless, international travel, and travel in general, I believe is a necessity for anyone successful in public relations or marketing, as it allows minds to widen, trend spotting and observations of different consumer, media and government behavior.  All necessities to succeed in this crazy business called PR.

Don’t have the time this week to really follow the ongoing Tiger Woods saga, but this issue will not go away without him addressing it.  The concept of privacy in today’s celebrity driven era of course doesn’t exist, and one who has made millions of dollars in corporate sponsorships frankly doesn’t deserve said privacy. 

As I was quoted today saying in numerous papers, the ultimate PR question is: At what point does he answer these questions and make these doubters go away to ensure his legacy and his earnings?

Ronn Torossian

5WPR

This week was really a whirlwind, hectic week, with constant running around, and 2 evenings which spanned past midnight at my desk. Even today, Thanksgiving day am at work, editing documents, preparing month end activity reports and organizing.

Its an amazing, fun rush being an entrepreneur, and I love doing it.

I find PR to be a great world to mix a variety of skills – Perfect for those who are able to multi-task, who like fast moving scenarios, and for those of us interested in communications, its similar to being a lawyer… but you wont hate your job as almost all lawyers seem to. (And the added benefit is there’s no 6 minute increments @ this PR agency… As I always tell clients, you shouldn’t care if it takes your PR team 10 minutes or 10 hours to get on Fox News or CNN, you should care about us placing you on CNN or Fox News.)

Happy Thanksgiving (attended the parade with family in Times Square, and came to office to work for a few hours pre Turkey Time).

Ronn Torossian

5WPR

I spent much of the weekend working– preparing a strategy document for a client, drafting a speech I will present to a non-profit organization (which I serve on the board of), and just general clean-up work around the office.

Looking forward to next week, I am excited for my business trip to Israel to meet with a client, and spend time with a few potential clients.  While I always look forward to trips to Israel, business travel translates into a series of hectic days the week before, the week after, and of course the week of. But, I go because the Israeli business market (which was recently profiled on CNBC) is fast moving and full of interesting companies in need of Public Relations support in the US. (and of course personal reasons)…

The world of Public Relations: As I often say, asking me, “What does your week look like?” is like asking “What is the news going be like a week from today?” PR, just like the news, is always changing and always moving…

Ronn Torossian

5W PR

I was forwarded this amazing article today that I thoroughly enjoyed reading…

http://blog.summation.net/2009/10/common-traits-of-aplayers.html

Here are some of my thoughts on “Common Traits of A-Players.”

- I agree that hiring smart, talented people is a constant challenge.  Amongst the common attribute I find in many successful business owners I have met is passion. They care about their work. Passion is essential at my PR agency – We care and it counts, and I demand that our employees care.

-As referenced in the article, Paul Graham stated, “great entrepreneurs are relentlessly resourceful.” I agree with the author to include this thought because where there is a will, there is a way. I have a new client who teaches that no isn’t an option…if you say no, offer an alternative solution that would make it possible…so it could become a yes.

-The article states, “Most A-Players get back to people quickly. Usually within 24 hours.” Anyone in touch with me knows how quickly I respond, and how important it is for me to do so, mainly because… “If you find someone that generally gets back to everyone in a timely way, it is usually a good sign.” I couldn’t agree more.

-I do agree arriving early is important, but in all actuality, the busier we become, the harder it is to arrive early.  
 

And lastly I agree that: “Great employees work harder than good employees. I know that is controversial, but it is true. Great people just work harder (though possibly because they are appreciated more).  Partially it is because they are motivated by their company and those around them.  But it is also because they take pride in what they do.  Jerry Rice outworked every football player.  Tiger Woods outworks every golfer.  They both have some incredible natural talents - but it is their work ethic that sets them apart.”

Ronn Torossian

5WPR

Now, don’t get the wrong idea… it’s not Carrie, Sex In The City fun. It is fun to work hard and work diligently for clients…. The following events of the week illustrate why I really do love public relations (even though there never seems to be a break)…

·        My client and I celebrated a very positive story in one of the largest newspapers in the country, which was followed by a huge TV segment of the same nature.  Both media placements resulted in a tremendous boost in sales for them, and also a nice raise for us.

·        I had lunch with an attorney, who is a client, where we discussed an acquisition that a mutual client is making. This all happened while sitting across from one of the largest celebrities in the world… just 48 hours ago…

·        I assisted a client in finding additional distribution channels for her multi-million dollar company…

·        I met a Congressman late nite (a few checks in hand)…

·        I counseled a client involved in a major crisis (two late, late nights).

·        And, in addition to all of this, I fielded multiple calls from media, made countless discussions with staff, constructed quick client notes, and had many face to face meetings…

Even 7 years after starting my own PR agency, I get a rush every single day when I see a client in the media, especially when we make a difference in the client’s business.  Public Relations is fun because we touch success in many different arenas and interact with many different industry heads. And, I do love it, even though I have missed the gym 3 days in a row now because of work…

Ronn Torossian

5WPR

Here are some thoughts I have at the start of this Friday, the end of a long week at this NYC based Public Relations agency:

·        NYC just isn’t the way it used to be. The city doesn’t exude the same energy. The once crowded streets are seemingly empty in comparison to just a few years ago.  Even 2 weeks post 9/11, it was more vibrant. But, this recession has taken a toll on people. I hope it will return back to its original grandeur one day, but it has a long way to go.

·        The media business continues to evolve and change. The number of reporters being fired and laid-off means traditional media is even harder for public relations professionals to secure.  Now more than ever, my staff spends more time targeting the appropriate journalists and media outlets. Regardless, my firm continues to succeed in obtaining results for our clients. We work harder and take more chances to ensure this success.

I am an avid reader and often have 3 half-finished books laying around the house.  This weekend, my plan is to finish, “Crazy and In Charge: The Autobiography of Abe Hirschfeld”, a gift from my client and friend, Elie Hirschfeld.  It is an enjoyable read that I highly recommend it to anyone in PR, promotions and marketing.

Like many other small business owners, we are more conservative in how we run 5WPR this year. As such, we don’t have the same amount of time to spend chasing RFP’s or new business leads as we used to.  We are hired for our focus, creativity and results. I was amazed to read of Sir Martin Sorrell’s comments regarding a recent “36,000 page RFP.”  http://www.marketingdirectmag.co.uk/news/944614/Sir-Martin-Sorrell-free-agency-pitches-wont-cease/ 

It’s simply amazing. We compete against agencies that spend thousands upon thousands of dollars to win business and we simply can’t and don’t do that.  We do amazing work, but as I have now learned, winning the business and servicing the business are 2 distinct things.

I will close with a great line that a friend, who is a lawyer and also in the service industry, told me yesterday about a prospective client he turned down.  “The worst clients are those who know the cost of everything, and the value of nothing.” We don’t want to be the lowest price Public Relations agency, and we aren’t.  PR firms price all over the board, but those of us who do great work, charge for it.

Happy Friday!

Ronn Torossian

5WPR

I have said it before and I will say it again. It’s October 2009 and for all the talk about social media and how it’s penetrating the world, at the corporate level social media remains largely untapped. While I too have read those stories about how great Jet Blue or Zappos is, they are among just a few companies that actually monitor. Nearly all companies aren’t participating, spending or even monitoring their social media (as I know first hand from complaints against large corporations, like Chase Bank and their inept customer service team, including Marleena Caro.)

I own the 21st largest PR firm in the United States, have over 1,500 friends on Facebook, 1,300 people following me on Twitter, dozens of employees, huge email lists, and on numerous occasions when personal contacts don’t work out, have “shouted out” via social media to no avail. No response from major companies who consider my PR agency and I to be good, bill-paying customers. It’s quite apparent that no one is monitoring or responding.

I also see it on the corporate side: brands continue to talk a lot about social media but won’t pony up and pay for it. There are a number of companies who are spending as they should in this arena, and we have helped many of them own this new form of media. They have made quantified sales and are capturing mind share.

But my guesstimate for the larger market place is that there will be no major changes before 2011.  It’s all still talk, and if you want any indication, take a look at the Top 50 PR agencies and ask: How many blog? How many twitter?

Ronn Torossian

5WPR

We do a lot of crisis communications work at my PR agency. Most of the clients who hire us for these matters aren’t publicly announced, but annually, we bill over $1 Million in crisis communications. We do crisis communications work for people who have (or are concerned they will be) indicted or arrested, or corporations who are concerned a certain issue may hit the media, providing damage control and the like.  As such, we deal extensively with producers for programs such as Dateline, 20/20, 48 Hours and others.  I have spoken with Robert “Joe” Halderman, and worked with countless other reporters and producers on these programs, including the famed Martin Bashir.

I stand as one who wasnt surprised to learn of Halderman’s extortion attempt.  It was bound to happen – dealing with producers for these programs, we have found a select few of them to be non-stop and at times vengeful. They operate with their own set of rules, and realize the power a negative story on their programs can do to one’s life. Their power is tremendous and can ruin lives.

We have had clients threatened, cursed, lied to and worse, and it was simply a matter of time before a Producer asks for millions to not have a story aired. The fact that this was David Letterman makes this an even larger issue.

Ronn Torossian
5WPR