Businesses are accustomed to regular employee horror stories, yet CEOs worldwide must be terrified by the recent response to JetBlue flight attendant Steven Slater’s choice of how and when to resign. Many have come to his defense, stating, “It’s hard working daily with people” and “you easily get agitated by constant traveling and servicing annoyed passengers,” but did anyone ask if he still cashed his paychecks?

Launching a foul-mouthed tirade on the plane’s PA system, deploying the emergency chute, grabbing a beer, then jumping out onto the JFK Airport runway and shouting, “That’s it, I’ve had it,” are the stuff movies are made of. One must wonder how many workplaces can survive if employees are made heroes for this sort of behavior. What sort of trouble are businesses in if we define workplace bravery by Slater’s extravagant resignation?

He didn’t win my empathy, nor did he win the consumer’s – who experience the universally awful service at airlines.    

In Robin Sharma’s latest book, “The Leader Who Had No Title,” the writer goes into his infamous way of offering us a fictional parable that forces us to reflect on ourselves. The book emphasizes the notion that leadership is not something that comes with your career advances, but rather something you have in you, and something you express wherever you may be. Owning a Public Relations agency – a field that requires self-initiative, creativity, and leadership – we see these traits in superstar employees regularly.

If leadership was a skill developed in schools, or in certain jobs, there wouldn’t be much of a market for interns. At my company, and many entrepreneurial companies, there are known ingredients to leadership: love, passion and initiative.

The flight attendant was clearly not having a good day, and probably didn’t have the required skills or personality to be the best at his job.  This seems to be the issue at hand, despite the fact that JetBlue stands as a company that provides all the tools that allow one to grow, develop, and advance while fulfilling a passion. Steven Slater does not have the passion, clearly, to deal with people tired after flying for hours and to deal with horrible delays and less than ideal security screeners; thus, his leadership skills weren’t right for this job, and I’d urge him to buy a copy of the latest self-help job book.

Young people often choose jobs by the money it pays, by the narrow circumstances of being more easily able to get the position, or worse – out of no choice. These factors will not allow an employee to prevail for long.  Success comes by people who ask, “How can I improve this product or service? How can I create a solution or approach that didn’t exist before? How can I be the best flight attending, helping people through difficult travel circumstances?” These are questions of passion – this is the foundation of professional leadership and success.

I am a huge believer in following your passion and doing what you love. It is the best formula for success in life, fulfillment and the attraction of new opportunities. I would hope, for Steven Slater, that he finds his passion, which doesn’t involve emergency slides or overhead baggage.

A few lessons I think job seekers and others can learn from Slater:

1.      Find an ongoing success: you might not have noticed, but there might be just one or many activities that you are naturally very good at, and even better than others. Make note of these activities and consider making a career out of them.
 
2.      Accept advice: we tend to believe we know what’s best for ourselves when in fact; people from the outside environment may have a better understanding of us. External views are valuable in that they help us see ourselves from a different perspective. If you ask three different people what you do best and they all offer the same response, then it’s worth giving more consideration and attention to those fields.

3.      Be you: try to recall an early dream, aspiration or source of motivation. It is something we all used to have, but have forgotten due to life, circumstances, routine, and outside discouragement. Go back to those early thoughts and try to reignite the flame around them. That is you true passion that needs to be revived
 
4.      Action: leadership is the result of passion or love combined with action. A passion and a love for something are worthless if you don’t leverage one of them and recognize a course of action. Make a first move, a small step, or better yet express your passion for something with a listening ear. From my experience, things in the world begin to materialize as soon as we express them verbally.
 
5.      Confidence: congratulations! If you’ve reached this point you are almost carrying the title of “entrepreneur,” not to be confused with the title of “self-employed.” An entrepreneur can be someone who works and reports back like anyone else – only difference being that he or she applies initiative. You can be a leader at work no matter what you do. You can be an entrepreneur no matter who you work for. Come up with a new idea, express a new initiative, and make a remark on the way things can improve efficiently.

Whatever you end up doing, in order to be a leader and fly with passion you have to remind yourself of Henry David Thoreau’s saying: “Go confidently in the direction of your dreams!” Just avoid fire chutes and PA systems. 

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.

I regularly host networking meetings at our midtown NYC PR agency. Not only do I thoroughly enjoy these gatherings, but they also continue to allow me to recognize how fascinating and successful our clients and acquaintances are.  Just yesterday, I hosted 22 CEO’s at the 5WPR offices for a 8 AM breakfast. Attendees included: the managing partner of a distressed real estate hedge fund, a cosmetic dentist, plastic surgeon, CEO of one of the largest kids’ brands in the world, head of a mobile commerce company, and celebrity attorney.  

From these meetings, I am able to learn vital insight from fellow leaders about their professional successes and challenges. The next networking event our PR firm will host is on May 26th – we will have a special guest speaker – Lisa Oz, New York Times best-selling author, and wife of notable physician Dr. Mehmet Oz.

One of the most difficult tasks working at a PR agency is to understand many different businesses’.  Its important to keep your eyes open, and always search for more knowledge.  Whenever I travel, I visit the neighborhoods where people shop, and live as I find it’s the best way to study and recognize trends and consumer behavior.  I always ask the local cab driver to be my local city tour guide (and tomorrow am off on a 5-day business trip to Latin America, where I will visit stores, get a feel for the local shops, etc.)

Heard a great quote at networking meeting yesterday, and have adopted it as a new corporate rule at 5WPR: “No skunking.” (spraying negativity).

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

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

Having just returned from a business trip throughout Europe, it dawned on me how dependent we in the U.S. are upon blackberries and email as primary communications tools. From my very unscientific observation, while these tools are used overseas a ton as well, they are often used more for personal use than for business. 

My promise to myself having returned is to pick up the phone much more, and see many more people face to face. Random ravings from a PR agency owner.

Ronn Torossian

5WPR

This week, I had to make a long day trip for a client meeting.  I left my house at 6 AM and didn’t return until 11 PM.  Between long waits and just traveling, I had a chance to listen to some great music.  Music always puts me in a different zone and allows me to think.  It’s a temporary escape from delays, terrible flights and the like.  The right music can adjust one’s mindset and allow them to win, and adjust focus.

Traveling outside of NY for the day and getting a little distance from the craziness of everyday business allowed for reflection, which is always necessary as a business owner.  Removal from the immediacy of owning one of the 25 largest PR firms in the US provided me with a clearer head.

I also spent an hour yesterday with a very high-profile individual who spoke of the work he completed.  About criticism, he said “Be focused on what needs to be done.  Focus and don’t distract. Ignore critics, believe in yourself and g-d.”  This individual has accomplished a tremendous amount, and his sheer faith and belief in himself was inspiring. 

It shows someone like me, who always dreamed of making the Inc. 500 list, which we did, to push for the Forbes 400 list, a life-long dream. Focus and desire go a very long way.

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

In the past few days, I’ve overheard two pieces of very confidential PR information.  Needless to say, their purveyors were less than clandestine.

I ducked into an Upper East Deli Thursday afternoon when I finally had a break from my swamp of meetings.  With about 20 minutes to spare, I sat for a quick bite next to two well-dressed people who had documents on letterhead of a major non-profit littered in front of them.  They spoke extensively about some major news; today, this same news in being reported on blogs.  I’m confident it will hit mainstream media this week.

And last night on my flight home from a Midwest city, I watched a lawyer sitting next to me work on a PowerPoint for one of the largest investment banks in the U.S. on the restructuring of their internal sales and marketing teams.  It would be jaw-dropping if I wrote the name of the bank, but suffice it to say, it is one of the largest in the U.S.

Simple lesson?  There are many secrets to be kept, and transparency (especially in delis and airplanes) is always needed.  When in an elevator leaving or going to an office, don’t speak about the meeting, as you don’t know who else is listening.  Today, it’s too easy for one person to take that information and throw it to the wind.  Some information should be kept private for a reason.

Ronn Torossian

5WPR