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.”

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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.