At the conclusion of my book: “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” I offer 10 tips – Here are a random selection of some of them:

  • Under-promise and over-deliver: consistently exceeding expectations builds loyalty and great word-of-mouth PR. If you disappoint people, you’re in for a long, rough ride. Without credibility there can be little trust, and bad feelings will be made public.
  • Make sure all messages are aligned with your brand. Don’t say one thing to customers and get caught doing something else. Every time you decide to try a new campaign, make sure it holds up to your overall strategy. Consistency wins trust.
  • Lead by example. Stay connected with your employees and don’t ask or expect them to do something you wouldn’t do. They are your on-the-ground PR force.
  • Allow everything about your brand to reflect your brand. Your offices, appearance, and demeanor should reflect the spirit of your brand messaging.
  • Share what you know. Stay informed and constantly build knowledge of your industry so your insights, wisdom, and ideas are fresh. People will want to hear what you have to say; that’s how you become a thought leader.
  • Learn to cut your losses. We’ve had to resign clients when they no longer fit for our business. It’s an unfortunate reality that you must eliminate aspects of your business that are no longer serving your mission.
  • Hire people who represent your company and your spirit. It’s often said a company’s culture is determined by its CEO, but it’s also shaped by its receptionist. Realize your brand is cultivated by your employees and the PR they put forward.
  • Handle documents with care. In today’s world, anyone can be a source, and not just because of citizen journalism. Many tabloid papers give and trade favors with PR people. While at a private club one day, I was amazed to find confidential materials left behind by an attorney. With no interest in the case, I sent them to a media contact.  For three days in a row it was a media banner story. That writer repaid the favor many times over via soft stories for clients in that publication. (I am waiting for some well-known person’s BlackBerry to be stolen, followed by “fake” tweets sent out under his or her name. It’s just a matter of time before it happens.)
  • Let your customers speak. Some of the best content is user or customer generated because it becomes a conversation. When customers feel they are part of the dialogue with a brand, they feel more attached to it. And that attachment can help your PR message spread.
  • Never underestimate the personal PR power of happiness and speaking positively. Smile when you meet someone, or just pass out random smiles when you meet someone’s eye. It does so much for you and the other person; a sincere, friendly manner is disarming and is the quickest way to relax others and draw them over to your side. Use spin positively.


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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.