At the conclusion of my book: “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” I offer 10 tips – Here are a random selection of some of them:

  • Under-promise and over-deliver: consistently exceeding expectations builds loyalty and great word-of-mouth PR. If you disappoint people, you’re in for a long, rough ride. Without credibility there can be little trust, and bad feelings will be made public.
  • Make sure all messages are aligned with your brand. Don’t say one thing to customers and get caught doing something else. Every time you decide to try a new campaign, make sure it holds up to your overall strategy. Consistency wins trust.
  • Lead by example. Stay connected with your employees and don’t ask or expect them to do something you wouldn’t do. They are your on-the-ground PR force.
  • Allow everything about your brand to reflect your brand. Your offices, appearance, and demeanor should reflect the spirit of your brand messaging.
  • Share what you know. Stay informed and constantly build knowledge of your industry so your insights, wisdom, and ideas are fresh. People will want to hear what you have to say; that’s how you become a thought leader.
  • Learn to cut your losses. We’ve had to resign clients when they no longer fit for our business. It’s an unfortunate reality that you must eliminate aspects of your business that are no longer serving your mission.
  • Hire people who represent your company and your spirit. It’s often said a company’s culture is determined by its CEO, but it’s also shaped by its receptionist. Realize your brand is cultivated by your employees and the PR they put forward.
  • Handle documents with care. In today’s world, anyone can be a source, and not just because of citizen journalism. Many tabloid papers give and trade favors with PR people. While at a private club one day, I was amazed to find confidential materials left behind by an attorney. With no interest in the case, I sent them to a media contact.  For three days in a row it was a media banner story. That writer repaid the favor many times over via soft stories for clients in that publication. (I am waiting for some well-known person’s BlackBerry to be stolen, followed by “fake” tweets sent out under his or her name. It’s just a matter of time before it happens.)
  • Let your customers speak. Some of the best content is user or customer generated because it becomes a conversation. When customers feel they are part of the dialogue with a brand, they feel more attached to it. And that attachment can help your PR message spread.
  • Never underestimate the personal PR power of happiness and speaking positively. Smile when you meet someone, or just pass out random smiles when you meet someone’s eye. It does so much for you and the other person; a sincere, friendly manner is disarming and is the quickest way to relax others and draw them over to your side. Use spin positively.
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Ronn Torossian
https://www.5wpr.com
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.

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