While everyone in the PR industry agrees that content is king and those of us is in the PR agency world can communicate via new method directly, I discuss many different PR success stories in my PR book “For Immediate Release.”

Here a book excerpt on how to succeed in the beverage PR industry with pr:

Champagne PR on a Beer Budget – On the heels of summer, traditionally the highest sales period of the beer industry, 5WPR was challenged with the task of maintaining a personal connection between Grolsch and its consumers while on a limited budget.

Although Grolsch is a major beer brand in Europe, it was considered a high-end specialty beer in the United States; a tiny brand when we worked with them.

One of the challenges of working with Grolsch Premium Lager was competing with the budgets of the Heinekens of the world. To increase brand recognition, our goal was to secure celebrity affiliation and association with Grolsch as a man’s drink—the hardest part was spending no more than five figures while at it.

Men’s charity causes are tough. For women, there’s breast cancer and other recognizable and talked-about causes. How many men really want to talk about subjects like illness, death, and disease—things that make them feel very vulnerable? Still, we needed a cause that was relevant to Grolsch’s demographic, which skewed more adult male than college frat boy. Our team identified prostate cancer as the cause for our campaign—one in six men will get prostate cancer. We then researched legitimate 501(c)(3) nonprofit organizations in the field of prostate cancer. Our choice was the National Prostate Cancer Coalition (NPCC)which is a leader in raising awareness and funding for prostate cancer research and treatment.

We approached the NPCC, which was pleased to partner with Grolsch and allow its name to be used (in exchange for the proceeds from the auction as a donation). Finding an organic way to involve celebrities and harness their power to attract great media was the next challenge. Prostate cancer is a serious issue and not easy to talk about. The creative concept we arrived at was Grolsch Pop Art: having celebrities hand-paint and autograph Grolsch Swingtop bottles, which would then be auctioned off on eBay, with proceeds going to the NPCC.

The Grolsch Swingtop was something beer drinkers knew about and saw as a distinctive, likeable attribute of the brand. This campaign provided a unique opportunity to have celebrities brand Grolsch Swingtop bottles and raise awareness
for a major issue in men’s health.

The campaign positioned Grolsch as both socially responsible and as an elite beverage that could be enjoyed by the American male.

(To be continued tomorrow)…


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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.