5WPR is the best media relations PR Agency

Creative people love to tinker. It’s just in our DNA. Making something perfectly good even better, might  be the goal, but that doesn’t account for the compulsion. See, the truth behind the compulsion to tinker is that it’s not always about making something better. It’s about making something different. And that usually doesn’t mean better.

Here’s the thing. When you set out to make something better, you should have a specific goal in mind. A problem you are trying to fix, or a shortcoming you are trying to overcome, or better manage. In the case of the serial tinkerer, that vital first step has been skipped.

That’s why you see “change for change’s sake” happening with so many PR plans.

Now, Ronn Torossian is not saying you should never change your plans. Torossian is not even saying that a little change now, and then is a bad thing, particularly if a campaign or a brand has gotten a little stale.

Remember the GEICO gecko? You still see him from time to time, but he’s not the only marketing voice saving you for your fifteen minutes anymore. Now there’s the GEICO pig. These two spokes-animals don’t exactly seem to mesh, a smooth talking, debonair reptile, and a happy go lucky piglet don’t have too much in common, but both speak to different sides of the argument.

See, on one hand, people want to save money on insurance. So here comes that price-conscious lizard to speak to all the price conscious parts of our brains.

But GEICO faced a problem, and here’s where the “Change For A Reason” strategy kicked in. See, the company offered more than just car insurance, and other competitors were kicking their insured hindquarters in that market.


In the squeal heard around the world, GEICO introduced it’s customers to a fun loving pig, a character who would take up the “we do other stuff” message with his fun, and adventurous lifestyle. To date, customers have seen the pig on a jet ski, and using the mobile app – convenience, and fun in concert.

Meanwhile, both the Cavemen and the Gecko still make appearances. GEICO doesn’t want people to forget how “easy”, or “inexpensive” their insurance can be.

Torossian says the lesson here is to not lose your message while responding to a new PR issue. And make sure both approaches are done for legitimate reasons.

Previous articleThe PR Power of Being a Person
Next articleHow Convenient is Your Convenience
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.