Thoroughly enjoyed Julia Hood’s recent post in PR Week, “Content and the convening power of PR”, where Hood rightfully argues that “This is the perfect environment for PR, the organization’s natural conveners, to influence outcomes. Even as other organizational areas might take the lead on certain areas of content strategy, PR has the perfect opportunity to be the convener, to bring disparate functions together to maximize the value and assess the risk, of new content campaigns. With their journalistic DNA, communicators get not just the what and the who, but the why and the how.”

I agree with many of my peers who own PR firms that content is big business, and will grow:

  • “PR is about creating content and managing communications – in whatever format it is, whether digital, online or off.” Lord Chadlington (Peter Gummer),  Huntsworth
  • “So much of our business has become content creation,” Harris Diamond, Interpublic

Digital media and self-created content give everyone a voice. For good and for bad –and success in the PR world is increasingly about controlling the content and message – as the social Web has had a democratizing effect.  From op-eds to blogs, videos to surveys, content creation allows publics to be reached in manners that accomplish everything PR Agencies are hired for, including increasing awareness and shaping perceptions.

Its why we are a PR firm that manages online reputation management (ORM) and SEO.

In August 2010, the CEO of Google, Eric Schmidt said: “We create as much information in two days now as we did from the dawn of man through 2003.”  That’s an amazing quote– and a tremendous opportunity for our industry.

See also  The Do's and Don'ts of Digital Marketing

Ronn Torossian


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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.