December in the Public Relations industry always proves to be one of the craziest months of the year, and this month has proven to meet the bill. Haven’t had one single evening where I was home for dinner, and left my desk before 10 PM any night of the week.

Some highlights:

–A 1 hour strategy session with a long time client with some last minute publicity programs to push last minute e-commerce during the holiday season. Also had our Q1 SEO and social media strategies approved during that meeting.

–Late lunch at Soho House New York (of which I am a member but rarely go) with an old client and friend to catch up on marketing trends & market research thoughts. It’s important for me to regularly catch up with other entrepreneurs and have my pulse checked.

–2 Pressing Crisis Communications affairs: 1) A client who has been hammered by the media this week and a major discussion with our team on how best to limit the damage. 2) Planning for a major crisis announcement on Friday for a blue-chip client brand. Many hours with attorneys, accountants and others mapping out strategy and the communications part of the mix.

–A major new business pitch surrounding a Fortune 100 company. I was so impressed how my team took the lead, and I’d be very amazed and disappointed if we didn’t win this business (and quickly, pre end of 2010)

–Dinner last night at NOBU 57 with the founder of an iconic clothing company. This is someone who I have known casually for a few years, and in the last few months we have built a stronger business relationship. Dinner interrupted by the table next to us – an old client, Nick Cannon now actor, rapper and TV personality. It was nice catching up as we represented Nick for a few years during his transition from Nickelodeon to adulthood in music and movies. I remember spending hours in the 5WPR conference room, and also a memorable Sundance 2007 where Nick stayed at the 5WPR Sundance house and we hosted (with Nick as our resident DJ and host with 5WPR) celebs including Josh Hartnett, Sienna Miller, Harvey Weinstein, Sean “Diddy” Combs, Jamie-Lynn Sigler, Aubrey from Danity Kane, Marc Ecko, Ron Burkle and Perez Hilton. Was good to see the now Mr. Mariah Carey – he’s a good man, and will have more success in years to come I’m sure.

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–A 2011 planning session with a corporate client.

–Still to come this week: Catching up with a major corporate communications client of the agency in NY for a media tour. Then a board meeting for a non-profit, and dinner Thursday night with a mobile technology company for whom we are the PR agency of record. Then finishing off my Friday with internal recap meetings of all my direct reports… and I am sure the adventure of the next few days

–And thankfully I have run 2 days this week already just to keep the mind sharp – sweat helps and keeps the stress level down…

Day to day client calls, sitting with staff, a few staff reviews, and just the general hecticness of running a PR agency in this hectic economy of 2010. If I’m honest, I probably have it easy in comparison to those who offer the whole marketing works. I bet Interrupt Media is non-stop during this season! Trying to get campaigns approved and signed off for 2011.

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.