This is a book excerpt from “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian, and is available at:

The 24/7 Rolling Press Conference

Times have changed drastically. When people ask me what my next few days will look like, I often ask them if they know what the top headline in the newspapers or the most popular Google search result will be tomorrow or next week. Since they can’t predict

either, I can’t tell them what I’ll be doing. The digital age has created a 24/7 rolling press conference that has changed the face of PR forever (marketing and advertising, too). Around-the-clock cable news stations, social networks, newswires, bloggers, tweeters, and “Diggers”—everyone is in PR these days.

Whether they realize it or not, anyone commenting on the Internet or participating in social media is doing PR. They’re creating trends if they are commenting on stories, tweeting, and making videos that are spread quickly and able to reach millions within hours. Pros are competing with or reacting to mommy bloggers, self-styled political pundits writing from their basements, and anyone in the street with a smartphone sending live messages and uploading videos.

Want proof? The world’s most wanted man, Osama bin Laden, was killed in a top-secret mission. Who broke the news of his death first? It wasn’t CNN or Fox News. An individual on Twitter got the news out before any of the major networks. Keith Urbahn, chief of staff to former defense secretary Donald Rumsfeld, tweeted the following: “So I’m told by a reputable person they have killed Osama bin Laden. Hot damn.”

Businesspeople with brands to protect or build can never leave the “podium” (those who know me know that my BlackBerry and cell phone rarely leave my hand). In fact, for many years I kept my BlackBerry by my side all night. In an ADD world, everyone expects instant responses and immediate satisfaction. Try not calling back or e-mailing your best friend for 24 hours; he’ll probably think you died. Getting a “couldn’t be reached for comment” mention in a newswire story that runs on 80 websites, simply because a reporter didn’t get a call back within the hour, is not a result you want. Businesses are required to continuously keep on top of what’s going on and to have the ability to give quick but thoughtful responses. This has made the world of professional PR even more complicated to navigate.

Owning a PR Agency, I realize that times have changed forever – and it’s not just because of the relatively recent rise of social media.

Ronn Torossian is the CEO of 5WPR.


Previous articleWatch Your Language: Tourneau Vs. Wempe
Next articleCrisis Public Relations: Hard-hitting is Sometimes The Way to Go
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.