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“For Immediate Release” Ronn Torossian PR book may be purchased at:

http://www.amazon.com/Immediate-Release-Deliver-Game-Changing-Relations/dp/1936661160/ref=zg_bs_2711_3

http://www.barnesandnoble.com/w/for-immediate-release-ronn-torossian/1102047620

Or you can visit the website at:

www.forimmediatereleasebook.com

Ronn Torossian on Israel & Jewish related issues:

http://www.algemeiner.com/author/ronn-torossian/

And of course in a world with so much noise, there’s always email: Rtorossian@5wpr.com, and of course the good old fashioned phone: 212-999-5585

Ronn Torossian

5WPR

A book excerpt from Ronn Torossian, CEO of 5WPR best selling PR book – “For Immediate Release”

Never Enough: Build on Every Media HitWhen we secure features in media, it’s just the beginning of the value of a media hit. Articles are often more valuable after they are published than when they first come out.  Some tips on making that media mention last:

• Create a PR book. Get yourself a few three-ring binders and place your brand’s name and logo on the cover. Fill it with copies of media mentions and articles. Place a binder on your desk, in your reception area, and give one to your C-suite executives and sales managers.

• Frame reprints and line your walls with them.

• Take excerpts from the media and utilize them in marketing materials and advertising (“According to XYZ News outlet, CEO John Doe is a leading strategic thinker . . . ”).

• Post articles on your company website and Intranet for both Web visitors and employees to see. (And, of course, link articles properly for SEO building, use the material on social media, and so on.)

• Send article mentions to a robust e-mail list of past and present customers and constituents, opinion leaders, bankers, investors, key vendors and clients, political leaders, and media contacts.

• Use media mentions to recruit.

I am proud that my Public Relations Agency, 5WPRis one of the few to be open during Xmas and New Years – and whenever anyone asks me why its a fairly simple answer – Do newspapers still publish, and TV still do stories ? As long as the answer is yes, then we too will be open.

As published today by a leading PR trade magazine …

Start Small Again; How Small Businesses Can Become Social Media Adept

By Ronn Torossian

Naturally, I relate easily to small business owners.  Most small businesses in the U.S realize there is “something” about social media and online marketing, but are still extremely hesitant in treating it as seriously as their other operations. I share that notion from a PR standpoint – where social media is now an integral part of any PR plan, with different models suggesting different outcomes.

The Ami-Partners research group reported the results of a new study they conducted under the title, “2010 U.S. Small Business Marketing Activity and Spending Study: Where and How U.S. Small Businesses are Spending Marketing Dollars.” Unfortunately, social media in these businesses is the responsibility of the existing marketing division and staff. The greatest challenge, though, is the time resource these staffers and managers lack, which directly impedes any possible social media planning and implementation. The bottom line: the majority of U.S. small businesses still prefer and resort to the more familiar methods of phone directories before they consider a mode change.

But, there is a stronger factor kicking in: the economic downturn. AMI predicts that U.S. small business social media marketing will accelerate in the near term as one of the effects of the downturn. Marketing initiatives were lower this year overall than the year prior across all types of marketing operations. When budgets do return to these activities, though, they are projected to reflect a strong social media component in them.

There are 6.3 million small businesses registered in the U.S today. If they all approached social media like advertising savages, we’d lose the whole point of “social” and be left merely with “media” – as simple as any other familiar media till now. Social media was not meant to be an advertising and aggressive-marketing channel. There is more than enough TV for that.

For an effective adaptation by small businesses to social media, there is a need to check things out step by step – as small as these steps may be. We’ve been applying smart new media strategies for our clients over the last few years. Here is some insight I would like to offer:

1.  Don’t fall into the temptation of selling something through your social media channels. Yes, people are present, but they’re tuned out of advertising slogans. To get a sense of what social media is about – even for your business pages – go back to your own private profile and skim through your connection’s posts. How often do you see people selling each other products or services? Almost never. What you witness is conversation and virtual interaction. Start a relatively private conversation with your followers; be a little informal about what they feel, read, and know of your service

2.  I recommended that you designate a person, team, or division – depending on your business size – for new media planning and implementation. It requires and deserves special attention and consideration. Yes, it can include different marketing initiatives that run occasionally, but that’s not a necessity. As you become more new media adept, you will find that marketing models on social media are based on totally different “rules” than the more traditional ones you are used to – even from recent innovations like direct email marketing. People have different expectations.

3.  Reflect some of your daily thoughts and whereabouts. People need to be reminded that behind every Facebook business fan page, every twitter profile, and every business-based YouTube page there is a person, not a “bot.” The best way to show that is to share something “human” like your feelings right out of a meeting; the details of a hectic day; or a curious question regarding other people’s opinions.

4.  Remember the often forgotten advantage of new media: a two-way communication channel. In contrast to advertising and newspaper reading, it is only through emerging new media that communications can go both ways. Engage your audience, accept and expect feedback and reactions, and encourage debate and product-related discussions.

Whatever you do – start small, start authentic, start today. Use that same spirit that got you this far in the game to play this whole new and exciting field.

I went to see The Social Network this weekend, which I found to be a fascinating movie. But, wow, could Mark Zuckerberg have been portrayed any more negatively? Towards the end of the movie, a woman says to him, “The Internet isn’t written in pencil, it’s written in ink.” Along those same lines, an article in the Sunday New York Times had an article entitled: “Is Your Online Identity Spoiling Your Chances?”

You should be aware that the concept of privacy no longer exists, and if you get drunk and act dumb, do not post online. Do not send questionable jokes publicly and keep your personal thoughts to yourself. It’s something which few people think of and realize, but nearly every company is doing an online search on their tentative employees pre-hire. The New York Times article is a must-read.

As an aside, one of the fastest growing divisions of our Public Relations agency is our Search Engine Optimization (SEO)/Online Reputation Management work.  We are able to influence what people see online when they search a name or title and, as such, can ensure that any negative “ink” available on the Internet will appear on the 5^th or 10^th page of results, rather than the 1^st or 2^nd.

It’s amazing to think that Facebook was only created in 2004 – really unbelievable.  That’s just some food for thought, and motivation for entrepreneurs like myself.

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.