A book excerpt from Ronn Torossian, CEO of 5WPR best selling PR book – “For Immediate Release”

Never Enough: Build on Every Media Hit
When we secure features in media, it’s just the beginning of the value of a media hit. Articles are often more valuable after they are published than when they first come out.  Some tips on making that media mention last:

• Create a PR book. Get yourself a few three-ring binders and place your brand’s name and logo on the cover. Fill it with copies of media mentions and articles. Place a binder on your desk, in your reception area, and give one to your C-suite executives and sales managers.

• Frame reprints and line your walls with them.

• Take excerpts from the media and utilize them in marketing materials and advertising (“According to XYZ News outlet, CEO John Doe is a leading strategic thinker . . . ”).

• Post articles on your company website and Intranet for both Web visitors and employees to see. (And, of course, link articles properly for SEO building, use the material on social media, and so on.)

• Send article mentions to a robust e-mail list of past and present customers and constituents, opinion leaders, bankers, investors, key vendors and clients, political leaders, and media contacts.

• Use media mentions to recruit.

I am proud that my Public Relations Agency, 5WPRis one of the few to be open during Xmas and New Years – and whenever anyone asks me why its a fairly simple answer – Do newspapers still publish, and TV still do stories ? As long as the answer is yes, then we too will be open.

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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.