At 5WPR, every staffer actively pitches the media regardless of title because we believe it’s the bread and butter of PR. There are two types of media pitching (…that work).  Proactive media relations, and reactive, rapid response which is dependent on the news cycle.

 A friendly TV Producer passed along a tip today – “It’s the pitch, the timing and the face when it comes time to pitching TV for media interviews.”

It’s the pitch (What Is your guest going to say on the topic)?

It’s the timing (24/7 news cycle means real time, and yes media still runs after 6 PM and on weekends). Now is now, not after your conference call with a client and coffee.

It’s the face (Is your guest good looking? A Female or African-American? (pluses to resonate with audiences who aren’t all white males)… or does your guest have a face more suited for radio?)… In which case you may be better off pitching other outlets, or not including a picture with the pitch in the hopes that you get your guest on the air and he’s a star they invite back).

 Always remember the basics.
Ronn Torossian

5WPR

Our PR agency handles a tremendous amount of crisis PR agency work – and as such our role is often similar to that of corporate attorneys.  We are hired to protect our clients, which means, at times, the media can become our adversary.

This article in The Wall Street Journal lambasts a company for not permitting media into their annual meeting.  I completely understand the company’s guardedness. Why is it assumed the media should always be present or that public relations people have to kow-tow to reporters?

My favorite response from reporters is… “I am just doing my job.” I always return with, “I am just doing my job – protecting our client.”

Until the media promises to only publish material that we approve, I’d advise PR pros to not allow unfettered access.

So, in response to the question posed in The Wall Street Journal: “If a company holds an annual meeting and there are no reporters around to cover it, does it make a sound?” The answer may be no… but who says the company wants the type of “noise” you are proposing.  There’s a time to “control” the message and the amount of information disseminated publically.

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

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 always wake up and get going super early. When I arrive at work before the world begins, I find it is easier to be productive.

Today, I found myself sitting at my desk before 7:00 AM because I had an early interview on CNN American Morning in which I provided PR commentary on the Tiger Woods Brand.  Besides CNN, this week I appeared on CBS, ABC, Fox New York and have Fox Business, ABC, ESPN Radio and more interviews scheduled for later on today, all Tiger related. I think the Tiger Woods brand will never return to where it was, but today is the start of re-building his image and brand. To date, he has received an F in how he handled this Public Relations debacle.

This week…I had a slew of client meetings, executive changes, crisis PR agency work, and general activity.

Some new business meetings were great, some were good, and some otherwise.  We aren’t the right PR firm for everyone.  We will not always tell prospective clients or current clients they are right when we strongly believe they aren’t, and we will not simply follow marching orders.  We provide PR counsel, brand building advice and want great clients who want results and appreciate hard work.

I had two crisis communications new business meetings this week. I always leave time every week for last minute crisis PR.  It still amazes me that this boy from the Bronx will read stories about big name people, and 3 hours later they will call me and arrive in my conference room ready for counsel.

I went out 3 nights this week with clients, never arriving home before 10 PM.  Building and investing in important relationships for my PR agency are part and parcel of any business, but it’s tiring. In this economy particularly, we provide more than just traditional PR service.  It’s about being a good partner and keeping an eye on our clients business.

I am eagerly awaiting the weekend and some rest. It’s not easy… but it’s not supposed to be. Onward and upward…

Ronn Torossian

5WPR