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When an Atlanta homeless shelter was in danger of having its water service terminated, an Atlanta area charity known as Hosea Feed the Hungry and Homeless stepped up and delivered hundreds of cases of bottled juice and bottled water to the shelter. Sure, they could have tried to raise the money to help pay the bill, but the organization understood its mission and who it was founded to help.

That, Ronn Torossian said, is key to a successful charity event that turns into the gold standard of nonprofit PR.

The local press reported that Cheri Hardge, spokeswoman for the Hosea organization, did not miss a beat when she was given an opportunity. “The homeless is our clientele. Whenever we see a need and if there’s something we can do to help fill the need, we do.”

How do you suppose the millions who saw that report responded? Well, if they were looking for a way to help the homeless without giving them a handout, they now knew exactly where to go. And if they ever wondered who helped the homeless in their city, they now had an answer. In one public statement Cheri Hardge branded her organization to the greater Atlanta area.

But she only had the opportunity and platform because she and her group saw an opportunity and took it. They didn’t wonder if they should step up. They didn’t endlessly look at the pros and cons. They said: This is us. Let’s do this!

That’s a combination of knowing what you’re about and being willing to get out and do it. That simple mindset yields massive dividends.

First, you have a message people can easily grasp and a brand they can quickly relate to. Next, you find yourself equipped to know exactly where the “right place” and the “right time” is. These things are not mysteries to successful people. Because they plan to create those opportunities. It starts with understanding what you are about in a way that allows you to communicate that to your staff, volunteers, and donors. From there, you must BE that “thing” at every opportunity.

Hosea didn’t “become” a homeless charity because they helped a homeless charity. But, to the people of Atlanta, they became THE homeless charity simply by being willing and able to be what they already are. That’s the essence of nonprofit public relations.

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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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