Wow! What a day – exhausting and exhilarating. Hour after hour, day after day – PR –non-stop fun & draining at the same time. And they call it work?

•     6:00 AM – Did the loop on my bike in Central Park before a quick steam at the gym.

•     8:30 AM – Breakfast meeting. I remembered en route why I never leave my office during the dreaded UN Week in NYC – horrible traffic. We discussed China-US economies and ongoing PR/communications plans.

•     Mid-Morning – Met with 5WPR client, Limelight Marketplace’s CEO. This is a client for whom I am really very, very proud of the work we have been able to accomplish – regular top-tier coverage. We walked the space and reviewed ongoing activities and campaigns. Enjoyed the time.

•     12:00 PM – Returned to office for a sit-down and a quick bite with a new employee.

•     12:30 PM – Returned a few media and client calls. Returned emails, strategized with a team regarding a client.

•     2:30 PM – New Business Meeting. It was exciting; my team presented a great plan and it was an ideal fit. I hope and think that we will get the client.

•     5:00 PM – Met with an attorney who called last night with a crisis PR communications project. We were hired 30 minutes into the meeting, and that let out around 7:45. Communication is a ‘round-the-clock’ challenge to a large organization.

Now, 10:15 PM, and I’m still at my desk finishing up some internal paperwork. I’m tired but loving my work. And to think, wow, we actually get paid (well) for this … work?

See also  How to Craft an Effective Statement in Response to a Crisis

Ronn Torossian


Next articleManaging International PR Crisis: Crisis Public Relations Management Tips
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.