Part and parcel for any business is conflict – and sometimes public disputes are necessary and other times they aren’t.  In this excerpt from “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian, a case is made for avoiding certain conversations:

“Another interesting example of avoiding the conversation was with a political advocacy organization we represent. When there was a move from various non-profit organizations to persuade advertisers to boycott a certain opinion news program, our advocacy group wanted to place ads of support for the show and its host. We knew this would just call more attention to the boycott attempt and help it along. Ultimately, our client wisely decided not to place the ads as they would most likely have galvanized many more people against the show. The boycott would have gained momentum, and the whole story would have turned into a much longer fight and a bigger, more negative story for the program’s host who we wanted to succeed. The boycott blew over and the show continued to pull in incredible ratings and many new advertisers despite the short-lived boycott.

Consider potential outcomes and repercussions before getting into any kind of public conversation. Some times getting involved in a fight is a loss: Think of two people screaming at each other in the middle of the street. If you walked by during the altercation, it would be hard to tell which one was right and which one was wrong – who was the aggressor? All you see are two people screaming at each other. Meanwhile, if you had seen the situation from the beginning, you’d know that one guy was bothering and harassing everyone who walked by, and the other had tried to stop him. One guy was clearly the good guy – but how many people are aware of that? Join the pigs in a fight and you risk getting dirty.”

Purchase your copy here

Previous articleCarnival Cruise: Even the Best Crisis PR Firm Can’t Help If Your Ships Keep Breaking
Next articleMedia Stop Complaining About PR Agencies
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.