This week we were informed by Ben Bernanke that Friday’s report will show the June unemployment rate is once again on the rise. Naturally this points out that there are new laid-off employees or new jobseekers, who failed to be placed this past month, yet I fail to understand why when unemployment rises, companies cut their marketing and PR budgets.  Will new business arise from the sky? Where will brand awareness come from?

I represent many small businesses from all professional fields at 5WPR. I find them to be the most “hungry” for success and passionate about what they’re doing. In fact, those companies of any size who are that eager to “make it” are the ones who need PR the most, and will go a long way to get it, especially in this economy.  We are proud to have a reputation of “fighting to get our clients results.” Why fight? Well, when you manage a small business, fighting is the ONLY way to get great results.

Small businesses in their initial phase don’t always naturally create news, attract news – or to put it bluntly – deserve news. It takes a PR pro, strategy and expertise to challenge that notion. A small business can definitely find its niche in the media pending you know what you’re doing! The essential fact that the business started and the innovation, spirit, inspiration, and the message of “change” that it brings among many more attributes, is what the media can pick up when pitched properly. That’s where the fighting comes in.

PR can garner the early coverage that provides the branding leverage and attention that would have taken longer for a small business to get on its own, if at all. As opposed to what many people think of the PR business, it holds one of the highest and measurable ROI’s today. Running effective social media campaigns, getting daily, weekly and monthly media “hits” as well as engaging in creative events and product launches that reflect your passion and energies are some of today’s PR best practices.

In order to achieve these goals and get your small biz running and kicking, I recommend you spend some time and resources on PR. A tendency I found and leveraged in my own endeavors, but many  “self employed individuals” or “small businesses” have not realized their need for PR, let alone the initial notion of the great difference a professional PR agency can make for them.

That said, we have had tremendous success with these types of companies, and share their happiness for every success milestone they approach. The key here: connect to the passion that started the business in the first place and we will fight for you in the PR space to get the desired results.

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.