Part 2 of 2 Book Excerpt From For Immediate Release by 5WPR CEO Ronn Torossian – Read Part 1 Here

For less than 0.000001 percent of what the big fish spend, Public Relations helps this small fish stay relevant and reach and excite its consumer targets. Best of all, it delivers name recognition. Through massive yet strategic media relations that span from 30-minute business features on Hint’s husband-and-wife team on CNBC and a profile in the business section of The New York Times to product placement in People and other national magazines, Hint can compete with the big-brand ads on the next page or the commercial break.

We have also been able to facilitate well-deserved “water of the year awards” editorial coverage in Self, Health, and Good Housekeeping magazines, along with strategic, positive business-oriented pieces in Forbes and Time. In fact, I would argue that a top national magazine editor’s backing of Hint is more valuable than a full-page advertisement. Consumers trust an editorial endorsement over an ad every time.

All of the editorial coverage for Hint earns millions of impressions per month, which is serious visibility. To the consumer, the brand strategy is more about communication than promotion, or at least that’s the perception. Since the way in which the consumer sees or hears about Hint is through editorial coverage, product sampling, and/or social media and crowd-sourcing, the consumer has a greater tendency to believe the claims made about it because they come from sources seen to be more “organic” and authentic than brash marketing or ad campaigns. Of course, Hint is an excellent product—the best PR in the world couldn’t hope to accomplish much if the water didn’t taste great and offer good value.

In Hint’s case, PR has made a real footprint not only in the beverage space but also in the marketing industry. This company is widely recognized in the beverage industry as having gained its popularity through nontraditional marketing efforts. A couple of years ago, a friend at a major beverage conglomerate told me that the Business Week feature we secured about Hint’s husband and-wife team hangs in the office of the Chief Marketing Officer(CMO) for one of their beverage brands and is on the company’s “Watch What They’re Doing” list. This small fish is a game changer.

Onward and upward


Previous articleJust a Hint of PR Makes a Difference
Next articleRutgers University Crisis Ain’t Going Away
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.