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

Some random musings following a particularly exhausting week – Late nite meetings, events and simply busy.

Friday nite I hosted a dinner in my home for 2 current clients, and a former client who was a cabinet member of a foreign government, and he remarked that in today’s world CEO’s are the real leaders more than politicians.  With what is transpiring in today’s world, it surely seems the case, and business leaders have tremendous reach and influence – All of us should realize it and act accordingly.

Public Relations’ pros need to continue to learn business.  Clients utilize PR to strategically grow their business, and we have to constantly view the business world, and our clients through “business eyes”, and not just as PR folks.  I think more PR people need to be reading business classes, and learning what revenues are, gross profit and what margins mean…. And not just how to write a press release.

This article is something anyone pitching media should read – Local means local, and industry jargon is necessary for industry trades.  One of the reasons 5WPR continues to succeed is we understand how to pitch media and how to penetrate with focused story ideas.  It counts and matters. Get it?

Ronn Torossian

5WPR

Thinking positively is important in both business and life, as such I make a concerted effort not to pay attention to negative commentary on the Public Relations industry.  That being said, I was quite pleased to read a recent survey that indicated PR people are more trusted by the general public than journalists, bankers and politicians.  Additionally, another study found that a Public Relations career is the 8th most stressful profession in America.

From my earliest years, I was always taught than being “right” is more important than being well liked, and I still stand by this same principle today. At my PR firm, we focus on building a strong and fruitful business by doing exemplary work for our clients. Companies sometimes expect “magic” from PR, placing unrealistic expectations on what can be achieved. Thus, we partner with leaders who are focused, intelligent, realistic, and aware of what PR can offer them.

As a result, 5WPR has grown nearly entirely by word of mouth and client referrals. It’s gratifying to know we do great work, and I remain confident that we will continue forth on this path to success.

On a closing note, I am very much looking forward to tonight’s event for the semi-finalists of the 2010 Ernst & Young Metro New York Entrepreneur of the Year Program.

Ronn Torossian

5WPR

It’s said that Public Relations professionals read the newspapers not to get the news, but to study angles and understand what stories are planted in newspapers by people with PR in mind.

This morning reading The New York Times, the crossroads of Public Relations & legal was smack in my face while reading an article about Jeffrey Conroy, who has been convicted of killing a Hispanic immigrant in a hate crime in Long Island New York.  He’s in jail, awaiting sentencing on May 26th, and this article, which fawned all over him, was planted in an attempt to soften the public’s image of him (and of course influence the atmosphere in the court to give him a light sentence)…

Amidst pictures of his smiling, All-American looking family, we learn in this page-long NY Times story at:

http://www.nytimes.com/2010/04/30/nyregion/30patchogue.html?hpw

He’s 19 years old “and it shows….  he has the face, the demeanor and the vocabulary of a boyish teenager.” Sub-text: He’s young and made a mistake – Give him another chance.

He was a “friendly, athletic teenager willing to stick up for others, of someone who counted several Hispanics among his closest friends, including the girl he had been dating off and on for years.” Sub-text: He’s no racist.

He spoke of his “love and concern for his family: After the guilty verdict was announced in the courtroom… he turned and saw two of his sisters in tears, and told them not to worry, that everything would be all right.” Sub-text:  His family will suffer too.  

He spoke of “praying in his cell, for his family and for Mr. Lucero’s family” and his mother “had taught Sunday school for seven years at her church…” and his father is now “on disability… and is who a leader in organizing youth sports.” Sub-text:  Good people – Religious & helps kids.

He was a “mentor to children… and helped coach 11-year-old football players at age 16, and spent one summer improving one boy’s lacrosse skills, because the boy’s mother had asked him to help her son.” Sub-text:  He’s a good kid.

He recounted confronting two white men outside a convenience store in 2007, defending a Hispanic man.  He warned men not to steal the Hispanic’s man bike “whom he believed to be an immigrant day laborer.” Sub-text: Conroy (the only of the 7 defendants who has received any media coverage) doesn’t hate Hispanics and in fact has helped some.

A 40-year-old is quoted as saying: “I believe that he got roped into events that others had started, and being 17 and filled with testosterone, sometimes you do things that get the best of you before you can think about it clearly.”  (The next line goes on to state that: Mr. Conroy’s intent to kill was evident because the entire blade went into Mr. Lucero’s chest area and was stopped only by the handle.”) Sub-text: He made a mistake – Maybe don’t let him play video-games for a few weeks?

The article ends by stating: If Mr. Conroy were not in jail, he said he could imagine the life he would be leading: playing midfield on a college lacrosse team, either at the State University at Albany or at Plattsburgh. And his thigh would no longer have the swastika. “It doesn’t mean anything to me at all,” Mr. Conroy said.

I’d venture this article was planted by someone on Conroy’s Public Relations team, and will have sway and influence (I believe it was very biased, and amazingly no one from the victim’s family was interviewed at all).  The PR agency which I own does a tremendous amount of crisis communications and litigation work which we cannot often discuss, and PR firms absolutely are hired to influence judges & juries.

Public Relations pros read the papers differently – Or did this article simply belong as an OP-ED ? Food for thought.  I welcome your feedback via comments, or directly via email at Ronn@5wpr.com

Ronn Torossian

5WPR

Owning a PR firm is surely not a 9-6 job, its 24/7, and something which requires constant effort, energy and focus.

Spent a lot of time this weekend reading (Can spend hours upon hours at Barnes & Noble)

Received no fewer than 10 calls from clients/potential clients, including a leading baby company, real estate broker in need of immediate assistance with a breaking real estate story, the CEO of Preferred Fragrance, Ezreal Polatsek, a client running for political office, a reporter on a deadline researching a story about Kymaro Body Shaper…. And others.

As I have said before, and will say again, the more hours I work, the luckier I become.  Life & times of owning a PR agency.
Ronn Torossian

5WPR

One of my favorite aspects of owning a Public Relations agency is that it allows entrée’ to CEO’s, and C-suite management of so many different types of companies.  We receive a birds-eye view of business ideas, strategies and focuses.

In a meeting this week, I asked a fellow CEO why he was developing a new, fairly basic, strategy for his company. Essentially, his response was “why not.”  He artfully explained the easiest ideas are often times the most successful, and in his 20+ year career of making millions, it was about working hard and not stopping to ask why his competitors often aren’t doing the same. 

This struck a chord with me because in many ways it embodies the same philosophy I used (and still do) when founding my successful PR firm, 5WPR in January 2003. I saw a void in the marketplace, as media relations wasn’t valued among other agencies as a core competency. We adopted it as a necessity. Few agencies require senior staff to work and pitch media and get results, but we absolutely do. Also, PR firm owners were process oriented, and archaic in their way of thinking (not to mention age). I didn’t and still don’t fit that mold.

So, when I founded my agency at the age of 27, I had the goal of working hard and getting results for our clients.  Today, when people ask me how we have grown into 1 of the 15 largest agencies in the U.S. in such a short period of time, I say truthfully this business isn’t too complicated. Our secret to success is hard work, focus and doing right by our clients.

Business doesn’t always have to be that complicated.

Ronn Torossian

5WPR

Today was one of those days when it was simply non-stop and leaves this Bronx boy humbled at the end of the day:

The morning began early with an early 5:30AM morning bike ride in gorgeous Central Park, followed by an 8AM breakfast with an elected official whom I support to discuss some strategic messaging and concerns he has with how to position a certain policy.

Then a new business meeting with a high profile individual at 15 CPW (perhaps the most expensive real estate in NYC). Fascinating meeting which ended with 5WPR being retained for a major crisis communications matter.

Next stop was a client meeting with a real estate developer at Trump Tower, where we discussed marketing initiatives for a real estate project.

Mid-day meeting with a healthcare client and my PR staff where we reviewed recent media placements and ongoing messaging.

Latter part of the day was spent returning client calls, 2 meetings with SVP’s on my staff and preparing for an early morning RFP… and I have to run out the door shortly for a board meeting of a non-profit organization where I am a member.

Working in Public Relations, and particularly at this PR firm, is quick, diverse and just so exciting.  It’s fun, invigorating and I couldn’t imagine wanting to do anything else.  And just think, I actually get paid for this? Wow.

“Life happens too fast for you ever to think about it.” Kurt Vonnegut

Ronn Torossian

5WPR

Dealing with the media is stressful and challenging even for seasoned veterans. Some simple interview rules (led by preparation) can serve as a checklist to prepare you for stepping in front of the lens. While most of these rules seem intuitive, I witness people on a daily basis falter.

Know what you want to say and how you want to say it – Ask yourself what am I trying to accomplish and who is my audience

Practice, prepare and have a message – Sounds simple enough, but without practice and preparation, the results usually speak for themselves (not in a positive way)

Body language- a roll of the eyes, a harsh look, or a awkward physical stance speaks louder than words

Be honest and consistent – hypocrisy is a killer

Don’t keep talking – Many stories have grown legs overnight by interview subjects who continued to talk

The bottom line is, you don’t learn to drive a car without practice, you don’t master your craft without learning, and it is very difficult to master media interviews without proper training.

At this PR firm, we always advise media training – it’s a necessity.

Ronn Torossian

5WPR

Just today, someone sent me a research report from Veronis Suhler Stevenson, a private equity firm which claims PR spending in America grew by more than 4% in 2008 and nearly 3% in 2009 to reach $3.7 billion. Additionally, it projects that Public Relations spending will surpass $8 billion by 2013. 

Despite those numbers, I always find that people are amazed to learn how small the PR industry actually is, and how few PR firms exist. I’d venture to say there are less than 100 PR firms in the US who employ more than 20 people – Astounding? Also, fewer than 25 independent PR agencies employ more than 50, which still shocks me (but also of course excites me as our future remains very bright).

Services like word-of-mouth marketing, driven by increased use of blogger outreach and social media marketing, are amongst the factors fueling the demand for PR services. Yet, despite these numbers, few people know what Public Relations is, or the value it provides. PR allows companies to grow their reputation, awareness and boost their bottom line… and it is so much cheaper than other marketing options. How many out there still don’t know what Public Relations truly is?  

As always, I welcome your thoughts and feedback at Ronn@5wpr.com.  The numbers regarding PR spending continues to excite me – The future is bright.

Ronn Torossian

5WPR

As an entrepreneur and the owner of a PR agency, I find it’s important to stay positive. It’s a continual struggle to balance demanding clients, staff and the media, but hard work and good people help me succeed—especially good people. The people I associate with personally and professionally provide me energy and focus, influencing my attitudes, actions and desire to succeed in a positive way. Its important for success.

In this week’s New York Magazine, there was a very interesting article on Lady Gaga and her climb to stardom.  I pulled two quotes to share with you that resonated with this Bronx born entrepreneur who owns a PR firm.

“I’m just a kid from NYC who decided to do this after all. Rule the world! What’s life worth living if you don’t rule it.” (I agree – work hard and focus. Never accept second best, and absolutely LOVE what you do.)

“I’m from New York. I will kill to get what I need.” (New Yorkers know how to win. We work hard and won’t accept anything less.  I believe what Lady Gaga said here was right on.)

Ronn Torossian

5WPR