Might Makes Right: The United States military is a brand that could do better by addressing the problems it solves. Granted, the military faces an uphill battle because so much of the media is anti military. However, in other countries the military is a strong brand with positive public and media portrayal. We’re not passionately positive about the military in this country; it often seems as if the only stories we read about in terms of the military in this country are controversies, scandals, or mistakes made. Yes, the press is predisposed to (and very good at) highlighting hot-button issues like gays in the military and purported abuses on the battlefield and in POW camps, but does the military try hard enough to counter what are largely negative reports? How many positive military stories do you remember reading about recently; how many can you recall seeing on the news? How many military figures can you name? Only a couple may come to mind. David Petraeus? Norman Schwartzkopf? Who else can you even think of in less than 15 seconds?

Ronn Torossian “For Immediate Release” Book Excerpt

The military solves a problem and provides a solution to our security. Promote that solution through real people with whom everyone can indentify. The American military is the people’s military. It’s Jessica from New Hampshire, John from Florida, David from Wisconsin. Put those people on television and let them talk to the media. When it’s Thanksgiving, offer stations across the U.S. interviews with local heroes.” Obviously the young soldiers who make up the rank-and-file troops can’t and shouldn’t talk policy. They can, however, have a conversation about why they enlisted and what they do for the United

States. Once real military men and women become familiar on a personal level, even the most hardened reporter can’t help but be empathetic. Such a campaign would show the military solving problems that go beyond war and conflict (they help poor people all over the world, rebuild infrastructure domestically and in foreign lands, etc.). It would promote the idea of the military as an organization of your peers, fellow citizens and neighbors. In this respect, identifying a problem your business or brand can solve can also improve public perception of your business. That’s a win-win.

Next time you’re tempted to believe your mother’s (or anyone else’s) PR about you—stop and think about it before swallowing it whole. As Leif Garrett, the singer and former teen idol, astutely remarked, “Don’t believe your own publicity. You can’t; you’ll start thinking that you’re better than you are.” (Proving that you don’t have to be a Shakespearean actor to call it like you see it.) Even if it all happens to be true, getting caught up in the thrill of it all means you’ve taken your eye off the ball.

“For Immediate Release: For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian of 5WPR is available for purchase at Amazon.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.