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.

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#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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.