News and Updates from 5WPR CEO Ronn Torossian

Category: 5WPR

I Love Public Relations in New York

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. 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 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.

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Executing a Successful Entertainment Public Relations Plan

Executing a  successful entertainment 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 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!”

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4 social media tricks to cook up delicious food and beverage PR

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.

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Killing Multiple Marketing Birds with One 5WPR Stone

Even back when the main media sources were the printed news, television and radio, the competition among public relation firms in New York City has been stiff. There are countless agencies in the city, from the one person shop to the mega PR companies with hundreds on staff. Each of these firms tends to concentrate on different specialties, such as clients of a certain size, businesses in a particular industry or geographic target. There are factors that a company will need to keep in mind when choosing a PR firm, but many business owners choose because we offer a well rounded portfolio.

In my experience, I have seen that a PR agency can be successful by offering innovating marketing ideas and providing premium customer service to its clients. But if that’s all you’ve got, you’re not going to separate your company from all the other public relations firms in New York City who are effectively doing the same thing. I’m not suggesting that they need to pigeonhole themselves into a niche, but there are ways a PR firm can stand out.

One concept where I focused my efforts to enable 5WPR to step away from the pack was to specialize in complementary industries. Covering several different consumer areas that are interconnected in some way enables a company to rise above other firms if they can effectively increase visibility for one client while promoting the interests of another. A secondary advantage is that it allows the 5WPR team to become specialists in the multiple industries we represent.

There are many opportunities to use a in connection with one client, and be able to carry over the concepts for use with another client in a different industry. With a few examples, you’ll be able to see the advantages for 5WPR operations and the benefits we are able to pass on to our clients. Obviously, the fashion and beauty trades share common interests in visibility at industry events, online media channels and other outlets. 5WPR’s efforts in any one of these spheres on behalf of our fashion client serves to heighten awareness of our beauty industry partners, and vice versa. Likewise, our representation of a celebrity requires us to promote and draw attention to various endeavors. Conveniently, we can accomplish this during one of the social events as we’re handling the PR for our charitable organization client. That’s why it makes sense for 5WPR to multitask on behalf of multiple clients.

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Four Key Elements to Finding the Right Public Relations Firm

updates from ronn torossian
For those that are in the market for a reputable public relations firm in New York, there is a lot to consider. There are tons of PR agencies out there that will compete for your business and it can often be a daunting task to sift through them all to find the one that is best suited for your needs.

For the most part, there are a few basic guidelines in selecting a PR firm that is right for you. A good rule of thumb is to speak with at least three PR firms before making a decision. As you do, consider the following items.

  • Work with someone that will get you results as quickly as possible. When you have to decide between the company that wants to start getting results right away or one that wants to “get to know you” for a few months first, you should probably choose the one that is more results-driven.
  • Try to find a firm in New York that is going to match your personality, goals, and objectives. When it comes to PR, there is going to be some meeting in the middle, but it should not define your relationship.
  • Be very careful and selective when it comes to deciding between a general services PR company and a specialty firm. While a specialty firm is absolutely going to instantly identify with your goals, they also have several other clients with similar goals. This may make any work they do for you seem generic and cut-out, as their client’s all have objectives that are too closely matched.
  • Ask for references or samples of other similar work. Make sure all of these are in direct relation to the results you hope to get. In terms of references, Ronn Torossian’s PR firm can provide at least two or three clients that can happily vouch for them.

Even after all of this, you’ll still have quite a decision to make. Just be sure to not rush your decision and try to follow your instincts rather than just their pitch.

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Tips for Adult Beverage Marketing for the “Other” Holidays

update ronn torossian 5wpr

With the holidays just behind us, we can reflect on the season with our family and friends enjoying meals and good times with an adult beverage. Wine is served at many Thanksgiving tables, and cocktails abound during the December festivities. When New Year’s Eve is upon us, many toast with champagne to ring in the New Year and say goodbye to the old one. The last couple of months in a calendar year are a boon for alcoholic beverage producers, as the holiday season is their most profitable time.

However, there are several other holidays throughout the year that offer marketing opportunities for the makers of different alcoholic beverages. One of the most reputable PR firms in New York City, has spent countless hours reviewing consumer trends related to adult beverage consumption on behalf of our food and beverage clients. As part of the process of educating our team, we have found that there are some consumers that simply have a favorite cocktail and will not change their habits. On the other hand, there is a large group of consumers that will sip on a cocktail based on certain holidays. It’s up to 5WPR to seize on this opportunity and turn it into profit for our client.

As an example, Mardi Gras is usually celebrated during February, depending on when Easter falls in a particular year. Traditionally a party where people enjoy a last hurrah before more well-mannered behavior is expected during Lent, however Mardi Gras has become a holiday unto itself. Firmly established in New Orleans culture, the Hurricane is a traditional beverage and a strong PR firm like 5WPR will take advantage of the opportunity to maximize visibility for its rum producer clientele.

Cinco de Mayo is another case in point where the holiday itself conjures up a taste for a certain beverage. In fact, for producers of tequila and Mexican-style beer, the week leading up to May, 5th is among their most profitable times of the year. And of course, St. Patrick’s Day wouldn’t be the same without a pint of Irish stout. Ronn Torossian’s team at 5WPR steps up its marketing efforts for these clients who will benefit from the additional exposure conferred by the upcoming holiday’s flare.

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Using a Corporate Wellness Program to Boost Morale

Boosting morale within your business is becoming something that more and more business owners are becoming concerned with. From Casual Fridays to free donuts in the break room, there are several approaches to making your employees happier and, in turn, creating a better work environment for all involved parties.

However, one of the morale boosters you should seriously consider is incorporating a corporate wellness program. After all, what are the reasons for people missing work? Reports indicate that that it comes down to illness, stress, and lack of sleep—all brought on by rigorous working conditions. Therefore, incorporating a wellness program of any kind not only tackles this problem head on, but shows your employees that you do indeed care for them.

The goal of corporate wellness programs is to promote health and wellness throughout an organization. This extends beyond simply physical health, but also incorporates emotional and mental health as well. These types of programs can either provide employees with a very basic package of services or much more comprehensive packages.

There are ultimately two significant roles for a corporate wellness program:

1 – They promote and lead to a healthier lifestyle for your workers. Any companies will create events or contests that are structured around their wellness programs; these include things like mock Biggest Loser contest for weight loss or contests for the tastiest and healthiest recipe.

2 – They result in a decrease in health care expenses while also drastically improving worker morale. The sense of community and healthy lifestyles ties in with these decreases in spending, making everyone happier.

In addition, a well-planned corporate wellness program includes several levels of participation. A few suggestions include, but are certainly not limited to:

· Health risk evaluations

· On-site diagnostic screenings

· Meal planning,

· Screening and planning for disease prevention

· Educational tools related to the health improvement of workers

Larger business may also want to look into creating a space where their employees can work out and distress during breaks or even before and after work. Larger businesses are already doing this and showing great results in worker performance and attitude. Of course, this area or facility doesn’t need to be anything elaborate. After all, there is a fine line between promoting your corporate wellness program and allowing workers to take advantage of such good graces.

The important thing to get across in this entire process is to let your workers know that you view them as more than just a production unit. By beginning a corporate wellness program, you are showing that their health and well-being comes first.

As a business owner, you will see an increase in productivity and employee attitudes and satisfaction. A corporate wellness program can quickly become a staple if your business and can actually cause more than just increases in worker productivity—it can also paint your business in a new and more positive light. So while the program is geared towards the betterment of your employees, your business will see huge results as well.

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Using Charity Work to Overcome Publicity Snafus

Your business is your lifeline and you devote enormous amounts of time, energy and money towards making it the best. Despite your best efforts, unfortunate incidents can hit your company without warning and beyond your power. You need to stem the flow of negative publicity before things spiral completely out of control, and direct attention elsewhere to put your company back in the positive limelight.

Unless you’re completely disconnected from pop culture, you know that the best PR companies for celebrities often have their hands full cleaning up the regrettable moments of their clients. Fortunately, you can incorporate some of their tactics when faced with less than stellar chatter about your business.

You can’t turn back time to erase a disastrous episode, but you can turn the spotlight on a more positive picture of your company. Monetary donations, dedication of time, and other efforts to charitable causes can be coordinated to defeat bad press – or at least distract some attention away from it.

Taking first the concept of financial contributions, I want to stress that these are important only when used in conjunction with other measures. After all, we’re talking about making a swift and immediate impact to divert eager cyber minds away from negative chatter. Your money is obviously a generous gesture, but 5WPR has seen firsthand that writing a check is not going to buy a shiny new image.
The truth is that donations of time toward charitable causes go further than money alone. You don’t necessarily need to spend a year abroad with Doctors Without Borders to draw interest away from your medical practice that got hit with a malpractice suit. But a presence of some sort at popular, local events with a charity angle is easy and can be accomplished on a modest budget.

Even before you have the need to work out damage control, it’s wise to cultivate and develop relationships with charities. You will be first in line when they consider which company is the right fit for their silent auction or event sponsorship.
Participating in a meaningful way to charitable causes has an impact that will resonate with the online distribution channels when properly focused. The best part is that the charity itself usually takes the lead role in publicity of an event, whether it’s a gala for community leaders or plunging into a frigid lake in the middle of January. Society websites in larger cities and events pages are filled with pictures of the past weekend’s fund raiser and announcements of upcoming festivities. This visibility is priceless to your company’s image.
You’ll also need to do your part to circulate your company’s charitable contributions. Post your involvement on all of your blogs, and include links to the charity’s page of sponsors and participants. Take your own pictures at the event, and upload these to your website and blog posts. Of course, charity events are perfect newsworthy pieces to include in a press release. Focus your content on how your company is generously invested in the community and involved at a local level.

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Social Media Craze Spins into Popular List Building Tool

Ronn Torossian Update

If you have spent any time at all on  recently, you probably ran across something sponsored by ListChallenges. The website is a clearinghouse of surveys that works overtime to capture users’ attention, and then their information. says this list building tool is also a tremendous PR tool taps into several factors that humans tend to find irresistible.

The premise is simple, you go to the website and complete a quick “click if you’ve seen it” survey list. There are also “heard it” or “know it” options. Your answers are scored against the entire list. When finished, users are given the option to “share”, or “post” their results. Or invite their friends to play. It’s almost irresistible. But why? Torossian explains:

#1 – We want to test ourselves

Humans love to see how good we are at stuff. Particularly if there’s no one there to see, or hear, or critique. It’s why we sing in the shower, or dance when no one is watching. These tests are also completely meaningless. We won’t have to “remember” anything, and there’s literally no way to lose.

#2 – We want to belong

Hey, this invite was sent to you by a friend, presumably a friend that you are about to discover something in common with. This is a massive need for the vast majority of people in the world. We desperately want to belong to something. Anything.

#3 – We want to be better than others

Now, this is a funny one. See, for the most part, we don’t want to think we are superior, or better. We want to feel like we are, silently…and we don’t want to feel like a jerk for wanting to feel this way. These surveys allow us to harmlessly “prove” our superiority in a way that, we all know, “really” doesn’t matter. But it does.

Taken together these psychological experiments can be incredibly effective at capturing people, and getting them to volunteer information they would NEVER offer to a stranger.

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Get Out of the Dark Ages: Maximize Your Brand in the New Age of Marketing

ronn torossian update 5wpr

If you don’t have an online presence across several media channels, you and your brand suffer. Whether or not you have a brick and mortar business, it’s no longer enough to utilize direct mail tactics, or take out an ad in the in the local yellow pages. Even if you have a web page, you are only passively sitting out there in cyberspace, waiting for the right user to type in words that trigger your domain name or meta tags.

To really drive traffic to your site, you need to aggressively attack online marketing channels and force your company to the top of the Google hit list. There is nothing passive about hard line tactics, and simply updating your webpage to announce a new product or service is an unsuccessful approach. In order to propel your brand and your company to the forefront of the results page, you need to inundate online media channels with stories that relate to your business.

However, even those companies that have a grip on the concept of “content is king” tend to focus it in one direction. It’s wise to have a blog, better to have several blogs. Perhaps your business relies on a company like 5WPR to churn out press releases to get your name and brand in front of users as they meander through online distribution outlets. 5WPR is not like the other PR companies: it picks up where these let off by providing the necessary internet content as support to drive traffic. Manipulating content across multiple channels of distribution is the priority of reputation management.

Don’t me wrong, the blogosphere is an enterprising – and necessary – way to maximize your online presence. But in the new age of online marketing, businesses that have just begun to comprehend the importance of having an online presence have not yet grasped the idea of diversified marketing on the internet. Adding a press release or two on a regular basis doesn’t pick up the slack. Think of your business is being at war with your competition. Would you make the mistake of attacking from one front and facing your enemy from a one dimensional stance? No great general would find this acceptable. From a reputation management standpoint, you need to elevate the battle and command the assault from several fronts.

Such a strategy would command countless hours, time that should be spent dedicated to your business’ specialty. A more shrewd investment is to retain a company with expertise in maximizing your online presence and manipulating content to direct attention to your site. 5WPR engages a multi-dimensional methodology to successfully accomplish this goal for its clients and position them among the highest ranks. Anything less would be medieval.

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