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When an Atlanta homeless shelter was in danger of having its water service terminated, an Atlanta area charity known as Hosea Feed the Hungry and Homeless stepped up and delivered hundreds of cases of bottled juice and bottled water to the shelter. Sure, they could have tried to raise the money to help pay the bill, but the organization understood its mission and who it was founded to help.

That, Ronn Torossian said, is key to a successful charity event that turns into the gold standard of nonprofit PR.

The local press reported that Cheri Hardge, spokeswoman for the Hosea organization, did not miss a beat when she was given an opportunity. “The homeless is our clientele. Whenever we see a need and if there’s something we can do to help fill the need, we do.”

How do you suppose the millions who saw that report responded? Well, if they were looking for a way to help the homeless without giving them a handout, they now knew exactly where to go. And if they ever wondered who helped the homeless in their city, they now had an answer. In one public statement Cheri Hardge branded her organization to the greater Atlanta area.

But she only had the opportunity and platform because she and her group saw an opportunity and took it. They didn’t wonder if they should step up. They didn’t endlessly look at the pros and cons. They said: This is us. Let’s do this!

That’s a combination of knowing what you’re about and being willing to get out and do it. That simple mindset yields massive dividends.

First, you have a message people can easily grasp and a brand they can quickly relate to. Next, you find yourself equipped to know exactly where the “right place” and the “right time” is. These things are not mysteries to successful people. Because they plan to create those opportunities. It starts with understanding what you are about in a way that allows you to communicate that to your staff, volunteers, and donors. From there, you must BE that “thing” at every opportunity.

Hosea didn’t “become” a homeless charity because they helped a homeless charity. But, to the people of Atlanta, they became THE homeless charity simply by being willing and able to be what they already are. That’s the essence of nonprofit public relations.

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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.