Public relations is about much more than making yourself, or your brand look good. According to Ronn Torossian, CEO of 5WPR, public relations is about keeping an open – and profitable – line of communication going with your growing customer base.

But, if your market does not understand what you can offer them, chances are they are not going to react to your marketing messages. Properly crafted and executed public relations can help bridge the gap between getting the message out and helping your market understand the message.

The bottom line with anything being sold, is that you want your customers to enjoy it … and then want more.

But, if your market does not fully understand why they need your product, they will end up buying something else. Torossian says there are two key points in that sentence.

#1 – Understanding the need

Your customers likely need what you have to offer. But, they won’t buy it from you unless you can make them understand and then act on that need. Both of these dynamics, the understanding and the compulsion to act, are cultivated in the message. While marketing sets the stage, public relations can be the force that gets the ball rolling.

#2 – The certainty of purchase

Customers are going to buy from someone. But they may not buy your version, and they may not buy from you at all, if you fail to deliver the proper level of PR messaging. After all, why should they choose you over all your other competitors? Are you more trustworthy? Is your product better, more reliable, a greater value? How will they know? Certainly not because you told them. That’s advertising.

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Torossian says public relations is all about establishing, and building the right reputation. It’s about teaching the marketplace who you are, and why you are special. Keeping them curious, interested, and aware. Earning their trust before you have actually earned it … and then following through. Without reputation, your brand will always be just another product on the shelf.

 

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.