Convience PR

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.”

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, 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.