Consumers today don’t want to know “if” your company offers something. They want to know “how easy” that service is for them to use.

Not too long ago, to get the full story on a new car, you had to stop by the dealership and flip through a full color brochure. Today, with a few clicks you can get a 360-degree panoramic view of both the inside and outside of just about any new car on the market. You can pick your trim style, and color, not to mention custom options offered on every model.

But, the one thing we all know about technology is how quickly “novel” becomes “expected.” And this, Ronn Torossian says, is the literal price automobile manufacturers must pay to stay ahead of the PR game.

Torossian is the CEO of 5W Public Relations, one of the top PR firms in New York City. He has watched the once novel concept of online car shopping evolve from a few snapshots, to a full on immersion experience. “Now, people aren’t surprised by the ‘build your own’, or full view options. They expect them.” And that, Torossian says, where the rubber really meets the road.

The race is no longer about offering the service, it’s about user interface. About how easy, and intuitive a company’s interactive vehicle-building presentation is. “Today’s customer will be turned off if one company’s user interface is clunkier than the one they just used. If something is simple to understand, seamless to use, and offers that ‘wow’ factor, people really don’t appreciate being disappointed by the next option.”

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The concept of assumed convenience is the bug in the ointment every business must contend with when offering technology. Consumers are no longer asking “What does it do?”, they are asking “How easy is it for me to find out?”

Torossian calls this the unspoken sixth PR question. “The industry has always been defined by who, what, when, where, and why. Now people are asking ‘how’ with increasing frequency.”

How easy is this to use, to understand, to work with. They don’t want convenience. They want to know HOW convenient your convenience is for them.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.