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 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.