I simply cannot understand why companies spend so little on Public Relations:

-A recent client who spent $1 Million on advertising over a short term period complained constantly about the $20K they spent with us over a 2 month period… This despite the fact that they agreed we did great work and had a major impact on their business.

-Too often I get calls from multi-million dollar brands who want to spend a few thousand dollars a month after having had bad experiences with other pr agencies.  Let me understand – You have failed with other PR agencies to date by spending so little, and now want to continue to spend very little, but expect your next PR agency to succeed? Could that be part of the issue? Succeeding requires time (and therefore budget).

-Companies spend hundreds of thousands on trade shows, but don’t spend on their PR firm to support them at the trade show.

-Many companies spend tens of thousands of dollars on an advertorial, but won’t spend those fees on a 6 month campaign because there is no guaranteed ROI.  Of course, there’s no guaranteed ROI on advertorial either, and multiple opportunities to succeed with Public Relations… but “Oh, well”.

-Companies spend thousands of dollars to develop logos, color schemes and graphics… but won’t spend for anyone to actually hear of the company in the media.

Public Relations done right is a vital component in corporate success, but needs to be afforded proper resources and respect to win the right way. PR is often the most cost effective and reliable way for a company to utilize marketing dollars, but allow your PR firm the resources to win.

Ronn Torossian



Next articleTechnology Trends to Strengthen PR
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.