New Public Relations

The older and more mature public relations becomes, the more it relies on less traditional approaches to getting results. It also relies on connecting more with a younger audience through the use of social media marketing and online campaigns. These ads feature content geared towards a millennial audience.

Cision recently responded to these changes and the growing demand from PR specialists by overhauling its dashboard. The new design makes it easier for newcomers and veterans alike to get results.

More Focus on Tracking Engagements

In the past, businesses focused more on the end result of public affairs and promotions, like sales and revenue growth. More recently, public relations and marketing specialists spend more time tracking engagement.

Data from these activities show businesses not just whether or not sales grow, but what areas they need to improve. This may involve attracting more new customers, or building better repeat business. Cision currently only allows users to do this for Twitter, which is king of the social media marketing world.

More Long Term Focus

One of the main differences between marketing and public relations is PR centers on more long-term relationship building with consumers while marketing focuses more on strengthening a short-term bond. This short-term bond then translates into immediate or near-immediate sales, while a long-term bond equals repeat business.

As the competition grows, businesses begin to realize that staying ahead means growing current relationships. They must strengthen customer loyalty to keep them coming back for more every time the need for a new product or service arises. This explains why so many companies provide loyalty programs.


Public relations specialists also focus on the importance of storytelling to create bonds. Storytelling may cover the history of how the founders and corporation came into existence. It may also detail what they achieved so far. In addition to this, storytelling may go on to cover customers’ experiences with the brand.

Subaru allocates a large amount of their resources on building stories for ad campaigns. They do this by letting customers show how Subaru contributes to life experiences by telling stories often shared on YouTube. As a result, Subaru is now the car of choice for many active people who need a motor companion for hiking, transporting BMX bikes, and taking part in other active parts of their life.

Building a brand gets harder as new marketing and PR campaigns begin to lose effect. This new generation steadily grows immune after a constant bombardment from ads. As a result, PR must find fresh new ways of engaging with potential buyers and existing customers. Or just find ways to remind the general public “we are here, existing, and thriving.”

This not only sends a message to the competition, but to people still looking for quality brands to take with them on their life journeys; whether it’s a pearl necklace to a cocktail party, or a skateboard to ride down the street.

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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.