public relations strategy

Successful public relations campaigns are not accidents. For consistently successful PR, you need to include these four vital components of public relations messaging success.

Know Your Core Message

Some call this a “key” message, but, whatever you choose to name it, the point here is that you have one thing to say that matters more than anything else you want to say. If you don’t know what that is, then you are muddying your own message before it’s even sent anywhere. Once you understand what’s the fundamental “key” or “core” message, you need to build all your messaging around that. No matter who you’re talking to or what you’re saying, they need to receive and understand some version of that core message along with everything else you want to tell them.

Understand Why People Will Care

Some would describe this step as “understanding what’s newsworthy,” but it’s really more than that. News cycles will shift, and something that was no big deal yesterday could be headline news tomorrow. Also, something that is hot now, may be cooled off as soon as the next news cycle. The bigger, and more important question to ask is: “Will people care?” and “If so, who?” Answering that question is how you know what your message should be and where to send it to. Remember, you’re not the only one pitching a story. You have to compete to be heard. The best way to do that is to give people what they’re listening for in a way that makes them want to know more.

Find Out What Journalists Need

Whatever your niche or target market, there’s a media realm built to cater to that niche or market. Find out who those people are and learn what they’re looking for. Then craft your messaging to deliver what they want. In doing so, you will find a much more receptive audience than if you give them what you “think” they “might” be interested in. There are even some tools out there that let you subscribe to services that will tell you which opinion makers or gatekeepers are looking for what content. That way, instead of a person begging to be published, you become a trusted source meeting a need.

Develop a Story Around Your Message

Nothing sells, nothing connects, and nothing compels better and with more consistency than a good story. So, if you don’t have a good story, your message it already at a competitive disadvantage. A good story will convey all the pertinent information — all the 5Ws — but in a way that is interesting, compelling, and relatable. People will listen longer, hear more, and retain greater details when your message is expressed in a story. It’s just how we’re wired. So, when you’re pitching your message, bullet points are okay, but a good story will hook them a lot faster and keep them on the line a lot longer.

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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.