public-relations-jobYou wanted that job. You felt you were the best candidate for that Public Relations Job. You had all the qualifications, and you were willing to work for what they were offering. Enthusiastically willing, when it came down to it. But you didn’t get that job. They gave it to someone else. Why??? The question keeps you up at night. If you were Shakespeare, you would say you are “vexed.” But you are not The Bard, so you just want an answer to your question.

Ronn Torossian would like to offer you an answer, and it begins with the fact that job hunting borrows a lot from the world of public relations.

How to find a better job in Public Relations…

#1 – Ask good questions

Engaging your audience is a vital part of public relations. The same is true during an interview. Most candidates spend a lot of time working on how they will answer questions, but precious few realize they should be asking them, too. This not only creates a dialogue in a way restating practiced answers never could, it brings the interviewers into the conversation completely. They are not just assessing at that point, they are working with you to create a positive result.

#2 – Be good on the spot

Great PR is flexible. When you are not sure how your audience will react to a release, you have to be willing to take what comes and make the best of it. Likewise, in the interview room, you may not know what questions are coming, but you need to be willing to enthusiastically answer all of them. You may not like the order in which they are given, or the tone or demeanor of the interviewer… but you still have to roll with it and make the most of your opportunity.

#3 – Speak the right language

Just like every market group has a language, every company has a culture. You need to know as much as you can about that culture before you walk into that room. Understanding how they think and what they believe, and knowing what their expressed goals and priorities are, will help you stand out and create a connection.

Bottom line, when you approach job hunting as public relations your entire attitude about each step of the process should change. It becomes more about relating to the company rather than getting you a job. This approach almost always leads to better results.

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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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