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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.