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

I am still flying high from the news that 5WPR was named the 13th largest independent PR agency in the US for 2009 by Odwyers PR, a leading PR publication.  With over $11 million in revenue in its 7th year of operation, the agency continues to grow within the industry.

This honor ranks alongside 5W Public Relations being named to the Inc. 500 list of fastest growing companies in the US, and being named fastest growing PR firm in the US 3 years running. It’s an absolute highlight for our company – Numbers and  results count.

On a personal note, 13 has always been my lucky number. It served as my jersey number from my beginnings as a little league player throughout my high school (and ongoing recreational) basketball career.

As always its been a crazy week:

I gave a lecture last night at NYU to a group of graduate students

I hosted a charity fundraiser with a friend and client this morning in my office.

Tonight, I am attending a client event where we are expecting 40+ Reporters

Since we were just named one of the 15 largest PR firms in the US, I wanted to reassert that we will keep growing, and continually realize that this is just the beginning for our company.

Credit is due to our hard working staff and our clients for believing in us and being great partners.

I wanted to end with a quick quote:

“Obstacles are those frightful things you see when you take your eyes off your goal.” Henry Ford (1863-1947)

Bigger and better, onward and upward.

Ronn Torossian

5WPR

This article ran in The New York Times over the weekend. It speaks about the MLB rookie camp, which brings together professional baseball’s brightest prospects for three days to prepare them for “life under the lights.” It is a must-read for all CEO’s and company leaders as there is also much non professional athletes can learn from this article – Success requires change and attention.

In today’s tech driven society, any speech or even off-handed discussion can be captured by a camera phone, or recording device, posted online, and then instantly registered on the Public Relations machine known as Google. These simple sound bites that may not have been intended for public viewing can easily be misinterpreted and distributed online where they will live for many years.

Among the lessons to be learned from this article — leaders across the board should be well-trained and prepared to speak publicly.  As a general rule, always ask if you are being recorded when making a public speech, and remember, in the world of PR, people who are paranoid will survive far longer.

Ronn Torossian

5WPR

Sat through a presentation yesterday by a client to a Reporter and can’t begin to stress how much his presentation was helped by recent media training… amazing how people with great ideas, products and services sometimes present them so poorly – lots of facts and figures, lots of umms, and boring! 

This video illustrates a lot of what’s wrong with trying to use the same techniques for all, without a concrete message.

Media and presentation training is necessary, now even more so in this economic environment, and at this PR agency we are doing more of it than ever before.

Ronn Torossian

5WPR

With the combination of a work-focused weekend, an arduous Monday, and a seemingly merciless economy, I often feel this year, the seventh year of my PR firm, resembles the first.  It has been a continual hunt for clients and media, and the war wages on.  Its grueling work, but I never forget, it’s also fun and rewarding.  I am reminded every day how important it is to have passion for what you do and I strive to create this environment for my clients and staff.  

Today, I hosted a great networking event, which was keynoted by my client, friend and prominent immigration attorney, Michael Wildes, the Mayor of Englewood, New Jersey. He gave a fascinating and enlightening presentation about the state of immigration in the US, and the politics of immigration. 

On a final note, I am happy to launch 5W’s new website today (www.5wpr.com), and remain very invigorated about a number of fascinating client initiatives which we are working on.

Public Relations is a continually evolving business, but its never dull.  Bigger and better – 5WPR – October 2009.

Ronn Torossian

5WPR

Yesterday’s post by Matt Eventoff had some tips learned from the mistakes of Rick Wagoner, recently ousted Chief Executive Officer of General Motors I thought worthy of sharing, including:

Lesson #1 -  Fly Commercial   – …everything you do sends a message…

Lesson #2 – Know your subject  – If you are presenting on a subject,  you MUST be able to answer basic questions…

Lesson #3 – If you say a lot of different things, you say nothing  – If you are making a request, you must have a central message…

Lesson #4 – Tone and Body Language Matter

Lesson #5 – Practice. Practice. Practice

All PR agencies, PR firms, and communicators need to understand the importance of messaging and preparation.  

Ronn Torossian

5WPR

One of the most enjoyable aspects of owning a public relations agency (and working in PR in general) is the ability to meet a multitude of interesting people.  I have regularly met billionaires, fascinating entrepreneurs, celebrities and politicians over the years.  Today, I met the rare honest politician, and he very much impressed me.  These meetings reaffirm the beauty of working in PR and touching a variety of different industries.

Today, with many clients and friends of the agency in attendance, 5WPR hosted a speech by Nir Barkat, the just elected Mayor of the most magical city in the world, Jerusalem.  I met Barkat a few years ago and have spent time with him since then both in Jerusalem and here in the U.S.  He truly is the quintessential non-politician, and as his friend, I am proud to have been his first host in NYC during his first official visit as Mayor.  He discussed Jerusalem’s relationship with the American community, and he said, “I propose a partnership where those worldwide who care about the future of Jerusalem participate in the city’s development.  Under my leadership, the city of Jerusalem will build relationships, and we will do business together.”

Barkat spoke of public-private partnerships that allow overseas individuals who aid in Jerusalem’s development to meet the cream de la crème of Jerusalem’s business community.  I have always believed government should encourage business and that people who meet with mutual interests (even non-business related) will end up being beneficial to one another (and Barkat specifically mentioned sports, which I agree drives deep bonds).

Barkat, who is a self-made multi-millionaire through his entrepreneurial ventures, is truly a special individual.  I believe he will do great things in, and for, Jerusalem.  If there were more politicians worldwide like him, I believe more cities would thrive financially.

Video of Barkat at 5WPR

If you may be interested in attending future events here at the agency, please email me and let me know.  They are excellent ways to meet business contacts.

Ronn Torossian

5WPR

photo credit: Shahar Azran

Friday morning, as part of our ongoing speaker series, 5WPR hosted Rev. Al Sharpton.  Although I disagree with him politically, Sharpton has influence and access, and he brought a new view to our conference room.  He’s clearly a messenger with a voice in politics and the media, and someone we can learn from.

As a PR agency, we host a speaker series for our clients, friends, contacts, and the media.  In the past four months, our speakers have included Hank Sheinkopf (a friend and very smart political consultant… daily on CNN), Roger Stone (political genius), two Israeli MK’s, including Gilad Arden (a probable Minister in a Netanyahu administration) and Yoel Hasson, a longtime friend and Chairman of Kadima (current ruling party), among a slew of others.  It’s beneficial for our clients, interesting and exciting.
 
Sharpton’s topic was Race & Business in the Obama Administration.  He spoke quite eloquently, acknowledging that while a significant glass ceiling has been broken, there is still a ways to go.  “We’ve made a lot of progress, but I don’t think we should stop until we make it all the way,” he said

When asked how far he thinks he has moved the Civil Rights movement, he responded, “We have made enormous progress, [but] Martin Luther King used to say ‘you gotta measure things from the bottom to the top.’  So we made a lot of top progress, but the bottom has to be on the same progressive curve as the top.  You can’t just have Tiger Woods, Oprah Winfrey, Barack Obama, but double unemployment in Harlem and act like it’s not important.  That’s where the challenges still remain.”

Sharpton’s entire presentation can be heard at 5W Public Relations’ YouTube page. 
The presentation is broken into three segments:
Part -1:
Part -2: 
Part -3:

Sharpton’s most resonating words for me were, “This isn’t the end of grievance politics.  There will be grievance politics as long as there are grievances.”  Working with a ton of politicians on PR issues, I agree that as long as there’s politics there will be grievances.

It was an all around exhausting week, so I’ll end with a quote from an investment banking friend, who said: “Most people DON’T have a clue what they’re doing and the ones that do work their asses off – right?”  I concur.  It’s not easy being a business owner.

Ronn Torossian
5W PR

Today’s New York Times had an interesting article which my staff discussed at length in an AM meeting.  The article by David Brooks spoke about today’s geeks.  While I am not, and have never been a geek, I found it to be thought provoking reading… and reminded me of an interesting speech which Bill Gates gave years ago I have read about… which talked about how feel-good, and politically correct teachings, created a generation of kids with no concept of reality, and how this method was setting them up for failure in the real world.

He concluded by outlining the following 11 Rules:

Rule 1: Life is not fair. Get used to it.

Rule 2: The world won’t care about your self-esteem. However, the world will expect you to accomplish something BEFORE you start feeling good about yourself.

Rule 3: You will NOT make $40,000 a year right out of high school, and you won’t be a vice-president with a car phone until you earn both.

Rule 4: If you think your teacher is tough, wait until you get a boss.

Rule 5: Flipping burgers at McDonalds should not be beneath your dignity. Your grandparents had a different word for burger flipping … they called it OPPORTUNITY.

Rule 6: If you mess up, it’s not your parents’ fault, so don’t whine.

Rule 7: Before you were born, your parents weren’t as boring as they are now. They got that way from paying your bills, cleaning your clothes and listening to you talk about how cool you are. So before you save the rain forest from the parasites of your parents’ generation, try delousing the closet in your own bedroom.

Rule 8: Your school may have done away with recognizing that there are winners and losers, but life has not. In some schools they have even abolished failing grades, and they’ll give you as much time as you want to get the right answer on an exam. This doesn’t bear the slightest resemblance to ANYTHING in real life.

Rule 9: Life is not divided into semesters. You don’t get summers off, and very few employers are interested in helping you find yourself. You are supposed to do that on your own time.

Rule 10: Television is NOT real life. In real life people actually have
to leave the coffee shop, and go out and find a job.

Rule 11: Be nice to NERDS. Chances are you will end up working for one.

Ronn Torossian

5WPR

A few random thoughts and ramblings on this Friday nite @ 11 PM, pre an early bedtime so I can be on the treadmill by 7 AM running (ran tonight also and loved it)….As I have said, sweat always makes one more focused:

1: Watched the Democratic debates last night and at the outset, an item jumped out at me. As the candidates walked out, Hillary walked right to the anchors and “big-wigs” hosting the debates and shook hands… and Obama lagged 15 seconds behind to shake hands with a few people on the edges of the audiences before he walked to the “big-wigs.”. Has she still not learned the lesson that one needs more contact with the people, that this election has been won on the ground, rather than by the traditional establishment ? This election is won on the ground, from minute one (a lesson Rudy Giuliani, my favorite from the original choices clearly didn’t get)… and Hillary still isn’t.

PR angle? It’s a new media world – Bloggers, Myspace, Facebook and the like all count as PR today. The big and the small. THE WORLD HAS CHANGED – IN ALL AREAS.

2: Recession? I spoke to 2 fellow PR firm owners today of firms about our size and we agreed – There’s certainly been a slow down… not a ton of hiring being done, and a genuine concern about spending on PR. All of us agreed we are keeping a close eye on collections, and there is concern. That said, 5W’s business is healthy… and I firmly believe opportunity exists in recession. But it requires continued uber-focus and harder work. Period.

3: Latest Reading? Tonight I read INC Magazine (which I always love and find to be so accurate in terms of relevance for an entrepreneur), Portfolio Magazine (which I admittedly just started reading but really enjoyed), and finally finished reading Khaled Hosseini’s 2nd novel, A Thousand Splendid Sons…. This after reading in a single weekend “The Kite Runner.” Both books were tremendously inspiring, exciting… and a must read for anyone unsure of the true problems in the Middle East.

4: I spent a little over an hour today over lunch with all of the entry level Account Coordinators at my agency and really enjoyed it. I still can’t believe it that I have 90+ people working for me, and find it very very important to spend relevant time with employees. We talked about life, philosophies and general agency life. It was the best part of my professional day.

Ronn Torossian
5W PR