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

Why does bad service seem to appear synonymous with “uber-cool”, particularly when it comes to hotels? What is the correlation?

I have just returned from Los Angeles, where both of the regular hotels I love were booked; and so I was forced to stay at a new hotel. At a friend’s recommendation (Knowing I love Bond Street sushi), I stayed at the new Thompson hotel.

Upon arrival, I had to wait 20 minutes to check-in. Over the course of a few days, I had to switch rooms 2x because the air conditioning didn’t work in two different rooms, they couldn’t give me reservations at the restaurant because they were booked (The concept of actually being able to eat at the hotel you stay at must have seemed foreign to them), and all around I felt the staff was “too cool” to be bothered helping guests.

This is why I like to stay away from the uber-cool in my business as well – They seem to be too cool to actually want to work.

Ronn Torossian
5W PR

As an entrepreneur I see different business ideas every single day… Why is is that no one has yet invented healthy food to be sold in airports ?

Yesterday at 10 AM at Kennedy Airport, my choices were McDonalds, Chinese food or day old bagels. I wanted granola, salad or wholewheat bread… I can’t help but think any company who created health (or even non junk) food would make a killing in the airport.

Food for thought.

Ronn Torossian

5W PR

Haven’t blogged in quite a few days, so wanted to add a few random thoughts on this late Saturday night as I work from my office on West 45th Street:

1: Off this week to a 36 hour trip to Los Angeles for a major RFP pitch. Is there any business which is more archaic than the airline industry? Anytime I need to fly I dread the process (I know I mention this often)….

That said, I am looking forward to seeing our new office in Beverly Hills (My LA office moved last week)… and returning to a great restaurant - Katsuya (Great Japanese in LA)…I am obsessed with sushi lately (Although here at home in NYC I am obsessed with Philippe Chow, whom we represent)….. and I have to be there at least 2x a week or suffer withdrawal.

2: Wow does physical exercise make a difference. I was able to run the last 3 days (20 miles in the last 3 days)… and am definitely going again tomorrow. I had to miss 3 days this week as we had multiple events occurring every night this week and I feel so much more focused after sweating on the treadmill. I don’t think it’s possible for me to focus without an outlet – I’d advise all entrepreneurs and hard working folks to find an outlet – Whether physical activity, knitting or learning a second language. Take the time. I couldn’t function without it.

3: As I commented to a few media outlets yesterday, O.J. Simpson (A.K.A. America’s biggest fool) is the impossible PR brand to assist. O.J. Simpson is beyond all hope for any sort of rehab in the public’s eye. I don’t think there is a PR firm on earth that will take him on. The nail was already in the coffin. There’s simply no redeeming O.J. It’s impossible.

4: September 11th came and went…. And I remember just 6 years ago people saying the world will never be the same, etc…. and how quickly they forget. Life goes on… at the end of the day I believe people by their very nature are focused on that which is closest to them.

I am always amazed how many people I meet who tell me how much they love the world, want to save the environment, etc…. but haven’t spoken to their families in years… and curse everyone in sight.

In any case, it’s Saturday night… and I have a lot more to do in my office….(People always seem to ask me what there is to do in my business on a weekend…Paperwork, organizing files… no ringing phones distracting me… no employees walking in and out)…

Ronn Torossian

5W PR