Ronn Torossian is CEO and Founder of 5W PR in NYC

Cable network, Animal Planet, may have found a winner with its Treehouse Masters program. While not – at all – about animals, the show is interesting and offers a broad appeal. The producers also know how to work the crossover angle. In a recent episode of the program, the crew on the show built an incredible treetop music studio for a recording outfit out west. To provide the necessary tension and build for the show, they also teased that the first act to record in the studio would be popular musician, producer and composer, Cee-Lo Green.

The show worked out exactly as producers hoped. Fans loved it for its uniqueness and the crossover appeal to both pop watchers and music fans landed well. Ronn Torossian explains why it worked and how you can use a similar strategy in your own business.

#1 – Stay true to the brand

When trying new things or exploring new opportunities, the temptation always exists to go too far toward something and to leave who, and what, you really are behind. Don’t lose what you are when trying something else.

#2 – Cross over, don’t cross out

When a company chooses to expand its brand, the transition should be gradual, not sudden. Don’t just jump from one market to another. Seep into it gradually, inviting new fans without alienating others. No one ever appreciates it when you turn your back on the ones that got you to where you are just so you can take a step in the direction you want to go.

#3 – Honor the new tire kickers

Any time a different, or new market group engages with your brand, make sure to set the table for them properly. Show them that you honor, and respect where they are coming from, and most importantly, that you care enough to treat what they care about, right. Treehouse Masters did this by bringing in elements that musicians, and producers would definitely care strongly about…and doing it right.

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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.