Every morning, you are handed 24 hours – one of the few things in this world you will receive for free. Even if you had all the money in the world, you still couldn’t buy more time. The question each day is: what will you do with this treasure? This is a question that is relevant to anyone, but – on a professional level – especially relevant to professional service companies, such as a PR agency.

Retail stores, restaurants and any consumer-good front store invests major efforts and time into preventing theft and shoplifting. A responsible person wouldn’t consider eating at a restaurant without paying or pocketing electronics in a store; so, why is it that when it comes to service providers, people think its ok to steal our product – TIME?  We sell time, hours in the day, to produce client results and get paid for it.

Perhaps it’s a lack of awareness to the significant role of time to service-based businesses.  Unlike individuals or businesses in other industries, service-based businesses like my PR firm, 5WPR, make the most of two elements that create success: the human resource, and the time resource. Time is the platform on which we create, design and “manufacture” our invaluable goods; it is our “assembly line.”

If you ask us to spend time preparing a presentation, then have the courtesy to reply? If after numerous meetings we pitch your business, then at least have the decency to call us back.  Be constructive: take 5 minutes to explain why our services weren’t a match for you.

Time is something I’ve personally learned to manage systematically. The way meetings are run, the way I communicate, and the tools I use to maximize productivity during the day reflect my appreciation for and value of my time.  Time, in service businesses, is a component that determines the position of a business in its industry, its stake in a market. In turn, it determines how many of its leads will turn into business opportunities.

There are three business techniques I use to optimize my time: be assertive, be confident, and work on your communication skills. There is no need for elaborate explanations, no need for long meetings that go well outside the agenda, and certainly no need to waste a business provider’s time if you have no intention of ever engaging the service.

Ronn Torossian


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.