Public relations is about much more than making yourself, or your brand look good. According to Ronn Torossian, CEO of 5WPR, public relations is about keeping an open – and profitable – line of communication going with your growing customer base.

But, if your market does not understand what you can offer them, chances are they are not going to react to your marketing messages. Properly crafted and executed public relations can help bridge the gap between getting the message out and helping your market understand the message.

The bottom line with anything being sold, is that you want your customers to enjoy it … and then want more.

But, if your market does not fully understand why they need your product, they will end up buying something else. Torossian says there are two key points in that sentence.

#1 – Understanding the need

Your customers likely need what you have to offer. But, they won’t buy it from you unless you can make them understand and then act on that need. Both of these dynamics, the understanding and the compulsion to act, are cultivated in the message. While marketing sets the stage, public relations can be the force that gets the ball rolling.

#2 – The certainty of purchase

Customers are going to buy from someone. But they may not buy your version, and they may not buy from you at all, if you fail to deliver the proper level of PR messaging. After all, why should they choose you over all your other competitors? Are you more trustworthy? Is your product better, more reliable, a greater value? How will they know? Certainly not because you told them. That’s advertising.

Torossian says public relations is all about establishing, and building the right reputation. It’s about teaching the marketplace who you are, and why you are special. Keeping them curious, interested, and aware. Earning their trust before you have actually earned it … and then following through. Without reputation, your brand will always be just another product on the shelf.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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