It’s not every day that a company gets the chance to become a household name within its target market, and that’s especially true for Israeli companies.

To achieve that goal more easily, companies have to utilize the right PR and marketing efforts and promote themselves to consumers, investors, and stakeholders more effectively.

 Highlighting Strengths

Many times, companies have had to face a rapid spread of fake information about themselves or their products or services due to the prevalence of social media platforms. This type of harmful framing by the general public or the media can be easily handled with a specific PR strategy called counter framing.

All that a company needs to do is present its own narrative and information without ever trying to debate the negative information or trying to justify any of the false statements.

When companies can do that, they can get their message across more effectively, instead of if they’re trying to argue against a piece of disinformation.

If a company tries to argue in those cases, they only end up giving more credibility to that false piece of information and reinforcing the point of view of the members of the public that actually support such information.

If a company has done something especially well and achieved success, it should talk about those points instead of arguing against any misinformation that might be supported or shared by bad actors that are potentially trying to harm the company or its reputation.


Israeli companies tend to be very dynamic and agile, this is especially beneficial when they can use those capabilities to their advantage.

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These types of companies tend to be on the smaller side in terms of size, which means it’s a lot easier for them to switch gears and quickly maneuver through various strategies to figure out what works best for the target audience.

This is completely different from large brands and corporations that have to take considerable time and effort to redirect or change their strategies since there are so many moving pieces inside of them.

Companies have to be able to navigate any PR situation quickly and effectively, so they can utilize various PR strategies to achieve more success.

Whether that means shifting a PR campaign to generate more positive results or newsjacking a trending topic, the speed that most of these types of companies have is quite the advantage.


Hosting or sponsoring events is a great way for companies to promote themselves to other important members of their industries or niches, as well as interact with the target audience.

Companies can choose to either host their own events or try participating or contributing to events organized by other businesses in their own communities.

Some of the easiest ways to participate in events hosted by others are by speaking on a topic that the company is very knowledgeable and familiar with, setting up information booths where potential customers can come and ask any questions they might have, as well as participating in panel discussions throughout the event.

All of those efforts can help companies generate a lot more visibility, connect with industry members and the target audience, and achieve more success.

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Discover more from Ronn Torossian

Ronn Torossian Speaker Profile on All American Speakers
Ronn Torossian’s Contributions to Website Magazine
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

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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.