creative messaging
creative messaging

Through public relations companies can build and maintain a positive public reputation and image.

At the core of public relations is effective communication through dialogue, which includes getting enough exposure to target audiences through social and media coverage.

With the help of PR, businesses can level the playing field between themselves and bigger competitors.

However, for efficient public relations campaigns, a set of very practical skills and strategies are necessary, and are the ones that will improve a company‘s reputation.

When done right, PR can help a company achieve its marketing and sales objectives at a smaller cost compared to paid advertising.

The key to success in public relations is being creative with messaging, which means all PR efforts should be newsworthy and communicate their company’s message.

Between press releases, social media posts, and accompanying blog posts, the PR field is actually much larger in terms of strategies, and companies can insert a lot of creativity in their promotional efforts.


The first step in creating creative public relations messages is working with a dedicated PR team.

Now, that might mean working with a public relations agency or a PR professional.

However, many companies already have creative employees that can help navigate this field too. 

For example, if there is an employee that’s great at graphic design, they can create a visual presence for their company online.

Then, if there is someone great at communication, then that can be the person in charge of company messaging.

Working with a dedicated team can help ensure that any of the messages that a company conveys to the target audience are meaningful and creative. 

Thinking Like the Audience

Instead of designing a PR campaign from the company’s perspective, it should be designed from the audience’s point of view.

Companies should be using language that portrays a very positive image while making the competitors in the market take up any negative positions.

This message can also be run by a select group of people from the target audience, or friends and family members, to check whether the message is properly conveyed before it’s published. 

Anticipation and Humor

Plenty of people love anticipating things, which helps provide  a very effective strategy when launching a new product.

To use the relevant strategy, companies should first set a date for new product releases and then publicize that date so people have time to anticipate something.

Additionally, if a product is released in a limited fashion it can enhance the anticipation. 

Aside from anticipation, humor and jokes are always a great way to get audiences feeling positive about a product, or even about a company in general.

Plenty of companies have created humorous ads when promoting and launching new products, and there is no reason why PR efforts can’t function in a similar manner.

To add some humor into their  campaigns,   companies should look for things that their target audiences already enjoy, and use that information in the creative PR messaging efforts.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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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.