Book Excerpt from “For Immediate Release” by Ronn Torossian
Even a relatively small $100,000-a-year PR campaign can create core messages, result in stories in relevant media publications (which
creates marketing collateral as well as business leads if they land in the right outlets), and shape a company’s image in a positive manner.

We are PR Agency of record for Hint Water, a small bottled water company founded in 2005 owned and run by a husband-and-wife team based in California. We’ve worked with the brand since 2007, and it has grown very quickly.

Competing in a space dominated by Nestle (Perrier, Poland Spring, and others), PepsiCo (Aquafina), and Coca-Cola (Dasani) is demanding. Representing the company is like juggling while running a mile a minute because our efforts for this company have to compete against the results achieved by competitors’ multimillion-dollar ad campaigns. Hint is a $30 million-a-year company. Successful?

Yes, very, but a $10 million marketing budget, let alone one worth $100 million, is not in the picture for them at this stage of the game. Yet to enter or even survive in the beverage industry, sizable marketing efforts must be made. Clearing the clutter is one challenge; staying alive among behemoth worldwide icons that own 50 percent of the industry is another. Big beverage brands don’t exactly skimp—their national marketing and advertising campaigns stream across every medium and platform, and include exclusive deals with elite celebrities and top-level events like the Grammys and Oscars.

How can a small fish possibly survive in a massive ocean when swimming with sharks? Public Relations


Ronn Torossian

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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.