April 25, 2013
Gwyneth Paltrow was today named the world’s most beautiful woman for 2013 by People Magazine, and all of us should stand up and celebrate her success. She is a beautiful, successful, intelligent and confident woman, and it is special to watch her.
Paltrow is a great mother, in a seemingly healthy celebrity marriage, committed to her family People Magazine deeming her the most beautiful woman will be great for her career and should help her to achieve even higher success.
It was absurd that last week Star Magazine named her the Most Hated Celebrity. She was more hated that Chris Brown who beat up Rihanna, or Kristen Stewart who cheated on her boyfriend publicly? Could the reason be anything other than jealousy?
Brand Gwyneth is simply awesome – she took care of her mother when she was sick, her husband is rock star Chris Martin of Cold Play, and she cares about all aspects of her childrens’ lives. No one is perfect, but this is a successful, intelligent, confident woman – haters should leave her alone. Isn’t it nice to read about a celebrity who is honestly a nice person? Her reaction to the People Magazine cover? “I honestly thought someone was playing a joke on me. I had to reread the e-mail three times. I was like, ‘This can’t be true…” Genuinely humble.
As CEO of 5WPR, I have worked extensively with celebrity brands – and the Gwyneth Paltrow brand is simply an amazing brand. All of America should salute her and root for her.
April 24, 2013
One typo, no matter how small can have a significant impact on anything from a resume to a large scale campaign. Case in point, the Metropolitan Transportation Authority’s own mishap, which cost them about $250,000 dollars worth of maps because they were printed with outdated info.
While the evolution of all things digital has profoundly changed the way we communicate in the 21st century, there will still be one core skill no matter how things evolve that folks will need to master for success – writing.
Although, the fast pace environments in which we work can often mean that time is limited, there are great resources available at a moment’s notice that can be referenced if you’re in a bind. Check out a few of them below:
- Daily Writing Tips: A great resource no matter if you’re a high school student or a seasoned journalist. The website touches upon everything from grammar to vocabulary and everything between.
- PR Daily: Not matter what industry you’re a part of, PR Daily has a great section on writing and editing with a ton of great articles. One of the more recent one’s that stood out is “10 rules for using the apostrophe.”
- Tweet at @APstylebook: Many of us PR pros live and die by our AP Style book. However, if you’re in a bind feel free to send a tweet over to @APStylebook and they’re likely to respond and help out.
- PR Newswire: As a seasoned PR professional, I’ve used PR Newswire in a number of capacities for years and am always keeping an eye out for updates. Not only are its blog posts informative but they’re also good to bookmark and keep handy in case you need to reference something in a pinch.
While I could go on for days, these are only a few of the resources used on a frequent basis. What are some of the ones that you use to help improve your writing skills?
April 18, 2013
There seems to be an ongoing debate when it comes to technological advancements as far as the latest digital devices and software and workplace productivity. While some harness these developments such as project management software like Asana or Basecamp, others are slow to adopt these new advancements.
Although, the answer isn’t always black and white, as an entrepreneur who has developed one of New York’s top PR agencies from the ground up, I’m always on the lookout for new technology, whether it be a device or piece of software that can help improve efficiency and productivity across my company.
Over the years I’ve seen the PR industry go from Bacon’s to Cision and faxes to smartphone emails. The fact of the matter is that the technology industry as a whole is ever-evolving and will continue to be day-by-day, week-by-week and year-by-year. CEOs, senior leadership and business owners should embrace the fact that these new capabilities are springing up at such a rapid pace.
Now, am I saying that folks should use and experiment with every new piece of technology or software that is released and find a way to integrate it into their business, no. Use a practical and strategic approach when it comes to doing so. Perhaps you’re looking for new CRM software that will help your sales team or a specific tool that will help streamline social media efforts. Do the research and implement these changes into your everyday efforts to ensure that they will help your day-to-day processes while also keeping the big picture in mind.
5W Public Relations has seen quite the change in the tech world over the last 10 years since our inception in 2003 and we’re looking forward to what the next 10 brings.
April 16, 2013
Today, many CEOs believe that social media is merely a fad and a byproduct of a new generation. A recent study released by Domo shows a wide margin in the way young and old CEOs approach social media and its strategies.
According to the survey’s findings, younger CEOs (those under 50) value social media more so than their older counterparts. While there are numerous social media platforms out there, when it came to the major players such as Twitter, Facebook, RSS feeds, blogs, YouTube and Flipboard, younger CEO’s ranked these almost twice as valuable as their elder counterparts.
As a CEO of a PR firm who sits in the young demographic and uses each of the above listed social media platforms, I can say whole-heartedly that social media and digital media in general isn’t just a fad and can add a wealth of benefits and value to any business if used correctly.
Granted, as a CEO there are competing priorities and time spent on something like a new business proposal can’t compare to time spent on Twitter. However, social media is a place where important conversations are taking place. It’s in these communities where real business benefits can be realized while utilizing the relationship-building capabilities that exist within each specific platform and network.
Take a look at some of the Domo findings below. Out of the hundreds of social media platforms available, which do you find most valuable as a business owner?
April 12, 2013
This one is for anyone thinking about practicing PR in NYC. Recently I published a blog post that wonders, out loud, why another NY PR agency would complain about this job. Public relations in New York, like anything else, can have its ups and downs. But there are far too many reasons to love this job to ever get sucked into complaining about it.
Here are just a few reasons why Ronn Torossian loves practicing public relations in New York. If you are considering a career in PR at 5W Public Relations or in marketing, this is what you have to look forward to.
#1 – Variety
Practicing public relations in New York offers something different day in and day out. One day I might be promoting a new drink for a food and beverage company. The next I am setting up a photo shoot for a CEO or helping a corporation work through a PR crisis. Some of these gigs are more challenging than others, but all of them test ones’ intellect and creativity.
#2 – Scope
As anyone who owns a company here can tell you, New York is NEVER just New York. This city is a microcosm of and a gateway to the world. Many of my clients work outside the city limits, so my work takes me there too. This requires an understanding of how PR works from NYC to LA and everything in between. Not to mention Europe and Asia. That means I have the privilege of interacting with countless cultures and endless industries.
#3 – Challenges
Do not do this job if you don’t love a challenge. Seriously. Whether my PR agency is helping a client manage a crisis or announcing an unfamiliar product to a new market, getting the message right requires work. These cases are rarely simple. To get them right requires ingenuity, problem solving, analytics and excellent teamwork. I love every minute of it. As far as I’m concerned—the greater the challenge, the greater the opportunity for success.
#4 – My Clients
I love my clients. Everybody says this, but it sure is great to be able to mean it without reservation. Over and over again I have the opportunity to represent great American success stories. Entrepreneurs, brands, entertainers and public servants—I count it a privilege to play a role in their success. It’s a shame to stop here when there are so many reasons why I love what I do. But, because I love what I do, there’s always one more truth I can embrace—I have work to do.
April 10, 2013
Executing a successful entertainment Public Relations plan is something 5W Public Relations does best. When releasing a remake or reimagining of a previous brand, entertainment PR companies must walk a fine line, attracting new fans without alienating the nostalgic old guard. The circa 1980s cartoon, GI Joe, came about at a time when America was uniformly mighty, militant and gung ho for the red, white and blue. But would those themes translate well on the big screen in an age where the country is war weary and politically divided?
Here are 4 points of the successful battle plan devised by MGM’s digital PR agency:
Nostalgia – Return to Classic Characters and Vehicles
Like Transformers before it, the GI Joe franchise is depending on a huge showing from adults who remember the show from childhood. The challenge was finding the sweet spot between nostalgia and modern relevance. There are hundreds of potential GI Joe characters that could be used in the movies. Choosing whom the audiences would want to see on screen while keeping the casts small enough for a Hollywood feature was a challenge. Producers elected to go with a mix of classic characters and flashy favorites. Then they expanded it with proven star power. The combination of Channing Tatum and Dwayne Johnson captured a new generation of fans without alienating nostalgic 30-somethings.
Variety – Multiple media files & endless ways to share them
GI Joe doubled down on shareable digital content. Everyone interested in a movie checks out the website to view the trailer. GI Joe’s PR assault called for not only one main trailer, but multiple shorter, easily shareable clips.How many times have you told someone, “You won’t believe this scene!”? With this approach to shareable media, now you don’t have to wait through the entire preview to show them. Just grab the part you want and post it everywhere.
Reviews – Exponential second-party affirmation
GI Joe posted the standard array of critic review quotes. But, by offering a buffet of shareable content, the PR firm makes it easy for fans to create organic buzz. Buzz that, when shared across every possible social media and mobile device, will create exponential second-party affirmation and promotion.
Urgency – Turning excitement into action
All of this prolific digital PR brings users back to one place. When they get to the movie homepage, viewers can enter their zip code and quickly browse theaters, movie times and ticket prices. Suddenly, “check this out!” becomes, “let’s go right now!”
April 8, 2013
There was a time when a great review from the NY Times restaurant critic was the end-all, be-all for culinary PR in NYC. While a tasty review in the Times still matters, a review on a top NY foodie blog can be an outstanding PR agency win. But you have to be careful. Interactive and, often, anonymous blogs and foodie communities draw trolls like any other online forum. Plus, an online presence makes it easier for a diner who had a single bad experience to send out a scathing – and ultimately unfair – review.
As a top food and beverage PR agency in NYC, here are 5WPR’s can’t-miss tips we use to protect our client’s tasteful reputations.
#1 – Get out in front of negative reviews
You’ve probably seen those sad responses to negative reviews on culinary blogs. “We’re sorry you had a bad time. We strive to … yada, yada, yada. …” Instead of placating and being condescending, directly address the specific issue. Graciously invite the customer back and offer an incentive of some kind. Yes, some people are impossible to please. And, yes, some diners seem to thrive on negativity. But honest and conscientious responses will go a long way in the eyes of more reasonable diners.
#2 – Stay on top of social media
Social media is a potential gold mine for food and beverage PR. It allows brands to interact directly with customers. Offer time-sensitive deals or special coupons and contests for fans and followers. Turn slow times into a full house with these timely specials.
#3 – Use QR codes to encourage immediate feedback
Facebook and Foursquare offer great “locator” tools for users to tell all their friends where they are. To increase “likes,” “follows” and fun user-generated images on your own social media pages, use quick-link QR codes and other mobile apps to allow diners to offer immediate feedback.
#4 – Offer incentives for positive customer interaction
Weekly drawings for branded swag, discount coupons and other incentives can be used to increase activity on social media and review sites. The more a user posts, the more opportunity they have to win. And the more they post, the more other people interact with your brand. One simple “share this for a BOGO entrée” could earn you hundreds, if not thousands, of new fans.
April 4, 2013
Disney’s entertainment PR touting “taste of hometown Florida.” Ronn Torossian of 5WPR noted that when it comes to entertainment PR, there’s no doubt Disney has it mastered. From the top down, Disney’s corporate PR firm protects its properties and artfully manages the reputations of everything from individual child stars to cartoon characters, movie franchises and major international resorts. So it came as no surprise that Disney’s latest PR announcement generated excitement the world over. “Pleasure Island,” the central entertainment attraction in Orlando’s “Downtown Disney” would soon have a new name, a new face and a new theme.
Disney World is already well known for its themed destinations. Each “world within a world” (or “Land” in California) creates its own unique vibe and offers its own menu of entertainment venues for visitors.
These names evoke the vibe and culture of the place, giving guests easy options. Do I want luxury? Then it’s the Grand Floridian for me. Rustic vibe with a camping option? Fort Wilderness. Given this trend, it can be easy to see why “Pleasure Island” didn’t exactly feel right. Disney’s PR firm originally crafted a campaign to promote Pleasure Island as nightclub scene only loosely tied to established Disney brands. The idea had been to attract more local visitors to Downtown Disney’s shops and restaurants.
But Orlando already had the Church Street club scene. The two areas battled for years to garner the most local trade. Tourists still came to Downtown Disney to shop, but they weren’t partying in large numbers. While it’s fun to go window shopping after an all-day park trip, or cruise over to the Hard Rock for a show or Planet Hollywood for a meal, rock ‘n’ rolling all night was not on the agenda. Back in 2009, Disney officials abandoned the Pleasure Island nightclub format. They went back to the drawing board to design a free entertainment destination that would appeal to its longtime target market–young families. But the new brand would still be geared toward local guests.
Over the next few years Downtown Disney will be transformed into “Disney Springs,” an entertainment, dining and shopping venue offering “a taste of old hometown Florida.”Disney’s corporate PR firm announced that Disney Springs will more than double the current Downtown Disney attractions, both in size and scope. And it will do so while evoking the spirit of a Florida many locals fear forgotten.In its initial releases, Disney’s PR firm hit all the right notes. The new venue would be bigger, cooler and more charming. Plus the new project will increase jobs in one of the hardest-hit industries in Florida–construction. In addition, the new venue promises to add thousands of permanent jobs.
Crafted in this way, Disney’s news appealed to fans, dreamers, local politicians and families going through tough economic times and desperate for some happy thoughts.
March 27, 2013
Ronn Torossian CEO of 5W Public Relations ( 5WPR ) PR explains what you need: Four “Tricks” You Must Use Before you call me about your social media. Every day potential clients contact 5WPR, my New York PR company, to “help us with our social media.” Their pages are up, they tell me, but they aren’t attracting fans, followers, or subscribers.
Okay, we can help with that. So one of our social media PR experts logs on and finds what was described as a “ready to go” site is actually a hot mess. Now we are starting behind square one. Instead of a blank slate, their social media wall is a graffiti-covered eyesore. Our PR firm can change that. But it would be better, and more cost effective, if you do the following BEFORE you call 5WPR.
What I am about to teach you will only take 30 minutes of your time. And the value far outweighs the investment.
#1 – You need a professional photo
Sure, all your Facebook friends love your cute headshot from your Florida vacation. But, in business, that screams: “I don’t take this seriously.” Think of your profile photo as the first impression you want to make at a corporate event. That’s the headshot you should post.
#2 – Keep your headline crisp and professional
This is no place for “clever” quips and teasing titles. Your name and description should be professional and clearly stated. Say what you bring to the table in four words or less.
#3 – Stock your description with keywords
In a social media context, your “ABOUT” description is not the place for brochure text or extended biographies. Pepper the summary section with keywords related to what you do. Don’t overstuff it with keywords, but include at least two to three.
#4 – Choose your skills on purpose
LinkedIn allows users to request and offer recommendations. These “social testimonials” can be incredibly powerful. Choose several that describe your top strengths. But be selective. Too many choices and you will get fewer “recommendations.” Plus, you end up looking like a jack-of-all-trades and master of none.
March 19, 2013
Issues that have MacBook buyers steaming mad were handled properly when Apple’s PR Agency Steps Up to Diffuse Rumors. In a market flooded with technology PR, Apple has managed to stay in the news with impressive consistency, though not always for reasons their PR agency might choose. Not long ago, Apple was the darling of American voters, lauded by President Obama in his State of The Union address.
The company was bringing manufacturing jobs back to America. This was exactly the sort of PR coup Mac needed to bolster consumer confidence after the death of Steve Jobs. Every competitor with a US PR firm went to work to enhance its pro-America image. But Mac’s honeymoon was short-lived. Shortly after the release of Apple’s newest MacBook, message boards and support forums were abuzz with bad news for Apple’s PR agency. Entry-level MacBook buyers complained (loudly) about an overheating issue. Mac buyers, typically very brand loyal, were not yet defecting. But they did have some questions. First, what was happening? Second, what was Mac going to do about it?
Apple’s PR team did not hide from the rumors. They stepped up and admitted a problem could exist. Then they set out about finding it and fixing it. After reviewing the complaint, Apple published an article on its main support page. Yes, some 13-inch MacBooks were running “warmer than normal.” The article explained a simple fix for the problem. “Check the rear vent of the MacBook to make sure it’s not blocked. Owners who find a plastic film covering their notebook’s rear vent should ‘simply remove and discard it.’”
Apple diffused rumors and strengthened consumer confidence by directly addressing the concerns. When facing a potential public relations problem, this direct approach is almost always the best way to proceed.