News and Updates from 5WPR CEO Ronn Torossian

Tag: 5W Public Relations

Even the King Gets Caught in the New Publishing Norm

Ronn Torossian is CEO of 5W PR in New York, and a frequent commentator on current events

Image courtesy of James Leynse/Corbis via TheGuardian.com

Stephen King, the undisputed “king” of active American novelists, is the latest author to find himself swept into the “GIVE IT TO ME NOW” world of modern publishing. Authors with fewer bestsellers to their name have been feeling the pressure for a few years now.

In the salad days of the 1990s, a popular author could get away with publishing a book just about every year. Sometimes, every few years was good enough to keep their fans happy. Today however, fans are asking for more to keep themselves content. While there could be several different reasons for this – and every publisher, author, and fan has their own favorite boogeyman – this fact won’t change even if the motivation does: People want more to read … and they want it faster.

Because of this, it was not surprising to learn that even a name as huge as King would announce that he would be releasing two books this year. Ronn Torossian, CEO of 5WPR, offers 3 reasons why this move will be good for King.

#1 – Even if King doesn’t need to, he is meeting expectations

There is no doubt that King could get by on what he has already written, or just write at the pace to which he has been accustomed since CARRIE came out in the 1970s. But he, more than just about anyone, understands the market and has chosen to respond to it.

#2 – The other book allows him to market to new readers

One of King’s two books is a traditional gumshoe detective novel, a first for King. King’s forays into “genre” fiction have been few and far between. This is an opportunity to branch out.

#3 – It keeps his name out there

King is definitely a household name, but today’s households have gotten busier and more forgetful. Shelf life just isn’t what it once was. If you want to stay relevant, you have to keep your name in the mix. Even if you are one of the most successful authors of all time.

 

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4 Ways to Judge a Book By its Cover

Ronn Torossian writer

You may not realize this, but not all book covers are created equal. In fact, published books can have wildly different looks based on where those books are being marketed. Even the titles sometimes change to fit the culture. As an author, I know well that the reasons for this are simple to understand. These reasons can inform the marketing decisions of just about any consumer brand.

4 questions book covers consider that you should as well:

#1 – What do the colors mean?

When it comes to cross cultural marketing, one of the easiest things to miss is the color meanings. Not only do popular colors change across various cultures, what those colors represent changes as well. You need to know what these mean before you make a mistake.

#2 – What do the pictures mean?

Imagery, like color, is easy to overlook. You may think an image is perfect for one market, but it might serve as an instant turnoff for another. Sometimes, this can be a fine line, and sometimes these images don’t even exist in the same universe of thought.

#3 – Is there a potential language barrier?

What will your PR sound like in another language? Moreover, what will the literal and figurative translation mean when those various markets interact with them? Just throwing something up on the internet without considering this can create an endless PR disaster.

#4 – Will your market change in a different culture?

One question many marketers fail to consider is whether crossing a cultural zone will impact their target market. Not only in gender, but in age, socioeconomic, and many other considerations. What might be a hit in one demo somewhere, might be better served for a different audience in a different market. This circumstance might call for an entirely different visual approach.

 

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Priceless Public Relations Tips

Ronn Torossian is CEO of 5W Public Relations

Public relations is both an art and a science. It’s a combination of knowing and understanding people, and crafting a message in a way that is understood and appreciated. These aspects are equally balanced in all the most successful PR campaigns.

According to Ronn Torossian, founder, and CEO of , priceless can be boiled down to a few basic tips:

#1 – Tell a great story

Nothing sells quite like a story. Whether you are depending on images, words, video, or a combination of all three, you need to craft and communicate a story that your audience will remember well enough to share.

#2 – Partner with good messengers

The message is only as good as the messenger. With most PR, you will be working with someone else in the media to get your message out. Whether you are crafting a paid advertisement or a news story, you need to know that you have the right people working with you. How are you nurturing the best relationships with the right media people for your market? If you can’t answer that question, you have some work to do.

#3 – Trust is a two-way street

While who you know is vital to your PR success, what those people think of you is every bit as important. Reporters and other media gatekeepers need to know they can trust you. Invest the time in treating them right and you will find your PR stories get more traction.

#4 – Get people talking

Some of the most impactful public relations begins with paid media or advertising. If you can get the media talking about your advertising, you can parlay that conversation into a priceless amount of “free” publicity. This is a simple and highly effective strategy, if you are willing to invest in what it takes to make it happen.

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Five Tips For Creating Content That Enhances Your Reputation

Ronn Torossian is founder and CEO of 5W Public Relations

PR is essential when it comes to companies, business, and organizations. It gets the word out about what is going on within a company, rather than leaving the public speculating over imagined plots or associating brands with the sinister caricatures of a faceless corporation that is only out for profits.

Writing content that makes your company look good however is not always easy. Follow these five tips I have learned as the CEO of 5WPR on writing winning PR, and you just might be able to show that your company is part of a community and NOT just another business on the block bent on making a buck at all costs.

1. Grab attention right away. The media is saturated with information, and consumers will skip over many things that do not catch their interest. says that a great headline is one way to quickly capture the eye and attention of your audience so that you can reel them in and give them more information. In fact, headlines are so important you should often spend more time on the headline than on your article.

Sometimes the headlines and bullets are all anybody reads. Don’t believe me? Think about which parts of this article you looked at first? Was this the second line you read, or the first?

2. Get to the point right away. People are busy, and they will often only skim public relations material before moving on. Be clear, be concise, and get to the point. If you do that early on, they just might stick around for the rest of the article.

3. Provide access to more information. Whether it is a link to your company’s website or information on where to read more, always provide a way for your audience to learn more. This ensures that consumers can easily find out more about your company as well as more information about whatever topics you are sharing with them.

4. Lead with the “why” instead of the “what”. It is often tempting to start by explaining what is going on with your company, but research has shown that people become more interested when they understand the why, or the reasons, behind it. Knowing the reason makes your audience care more about the topic and gets them more invested in what is going on with your company.

5. Do not try to force big news out of small news. Making something seem more important than it actually is can cause your company to lose credibility. It is the same as the boy who cried wolf. Instead, give your news its proper due. Your audience will appreciate the distinction.

 

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Guinness Stands up for the Pub Experience

Ronn Torossian is CEO of 5W Public Relations, a leading media relations and digital media PR firm

Image via Business Insider

One of the most well received images to emerge from the world of social media PR has to be the latest Guinness advert that reminds viewers why they came out with their friends for a Guinness in the first place. The image shows a Guinness logo with a stack of cell phones. The stack itself resembles a tall, cool glass of the dark stout, with the foamy head. A brilliant, yet simple, piece of design work that has the social media world talking.

But what is it about this ad that has struck such a chord? Ronn Torossian has the answers.

#1 – The simple message connects

Without saying a word, Guinness gets to the bottom of something many in the pub crowd have been thinking for years: What happened to create so many phone zombies, even at the pub???

#2 – The image is recognizable

Anyone who has ever seen a Guinness ad can almost immediately recognize what the stack of phones is meant to represent. The glass of Guinness is an almost universal brand, that it is created out of smart phones makes it no less recognizable.

#3 – The message is clear and universal

One of the most important issues for any international product is not letting the message get lost in different cultures. Limiting language is a good first step, but eliminating it altogether is a brilliant move in this context. Wherever there are bars, and smart phones, there are people sick of seeing their friends sucked into their phones in a social setting.

#4 – The single image plays across media

This advert is truly a multimedia tool. It works on , and it could work on a billboard, or a magazine ad, or in any other visual medium Guinness chooses to use it in. The message would not be lessened, and more importantly, needs no embellishment.

This final point, is important in a social media context. You really don’t want users trying to add on to your point, or “make it better.” You want the advert to say all that you want to say.

 

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The Rules of A Successful Press Release

press release

It happens every day. Endless times every day. Someone submits a press release and the editor says, “no thanks.” The piece was well written, followed the publication formatting and answered all the assumed questions … but the editor insists it’s not newsworthy. The submitter is left disappointed and maybe a bit confused.

Ronn Torossian, CEO of  Top NY Pr Firm 5WPR, is here to help clear up that frustration and explain why your release got rejected.

Ronn Torossian: Is it too advertorial and not editorial?

Whether in print or online, news publications make most of their income through advertising. If the content of the release is advertorial and they print it for free, the publication loses potential revenue. Not just from that ad, but from countless disgruntled advertisers who wonder why their information was not printed as news free of charge.

Ronn Torossian: Is the information newsworthy?

Will the information be compelling and encourage people to read? Is it presented in a way that grabs – and holds – attention? If the editor is not interested, it’s a good bet the general public will not be either. That editor did not get where he or she is by being out of touch. They know what their readers want to see, both in print and online. Learn what your editor believes to be newsworthy and you will be on your way to getting in the news.

Ronn Torossian: Did it contain all the 5 W’s?

5WPR is not just our name, it is a reminder of the five questions each reporter is trained to ask and each article should answer. Who, what, when, where and why. These are vital questions that should be answered in your press release. If the reporter is missing this vital information, he or she may skip your release and fill column inches with something that has what they are looking for.

Ronn Torossian: Is the information current?

Some news is “evergreen,” and on the web that can be good content. But most media outlets are looking for the newest, latest, breaking news. If your information is about an event that happened a week ago or won’t happen for a month, that PR will likely get tossed in the trash or in a stack of “not yets” or “maybe laters.” Be current.

Keep these tips in mind the next time you want to see your information in print or online. 

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Bowl Games and PR

5W PR is a leading media relations and PR Firm

Image via Bleacher Report.

New Years means bowl season for college football fans. These games mean huge PR opportunities for brands across the nation. But, is the PR, and exposure gained from being a bowl headliner all that it’s cracked up to be? Ronn Torossian discusses:

At one point in history, not that long ago, there were only four college football bowl games: the Rose, Sugar, Orange, and Fiesta. Then, as more money flowed into the sport, and more schools wanted more opportunities for postseason play, more and more bowl games were added to the schedule.

On the surface, this seems like an incredible opportunity for smaller brands to get in on the action. Many took advantage, and found their brands launched into the national spotlight. Then, more and more followed suit.

But how, exactly, is this national PR benefitting the programs? examines the pros and cons.

PRO – A very public banner mention

Bowl Games, even the small ones, get an inordinate amount of media coverage. A huge win for brands trying to garner a more national following. Just ask Papa Johns, or Meineke.

CON – Perceived levels of importance

Bowl games have levels. It’s unavoidable. In fact, the day on which the games are played can even be an indicator of where they fit in the pantheon of college postseason play. The further away from Christmas, the more important the game. When a brand chooses to sponsor a game, the importance of their brand is tangentially connected to the importance of the game.

PRO – Hours of advertising

When a brand sponsors a bowl game, they are not paying for commercial time. They are paying for hours of advertising, and name repetition, for weeks before, hours during, and days after a game. This is a huge benefit.

CON – Brand type casting

Some brands reach levels of success that plateau. Sponsoring the same mid, or low level game, year in and year out, can create a brand typecasting scenario that pigeonholes the brand. At this point, the brand in question can choose to use this coverage as a way to connect with their audience, or just be content with the name recognition. Choose the former and reap the benefits. Settle for the latter and end up typecast.

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AT&T’s PR is Not Complicated

5W PR is a leading media relations and PR Firm

Screenshot via Youtube.com

One of the most successful commercial series of the last couple of years has been the AT&T commercial campaign featuring a spokesman chatting with a handful of cute grade schoolers. The tagline, if you are unfamiliar, is “it’s not complicated.”

The thrust of the PR is to drive home the idea that AT&T’s service is not complicated. It’s simply “better,” for many obvious reasons. This point is repeated, point by point, over a series of several commercials that each covers a specific point.

Ronn Torossian explains why the use of the kids in the spots is a brilliant way to communicate the message without spelling it all out:

Kids are a great delivery system for messages, because they come across as so honest, and believable. Plus, they carry with them the “kids say the darndest things” cuteness that viewers easily connect with.

But, the kids also reinforce the “it’s so simple” message. They are bottom line, to the point, and honest to a fault. But their answers are simultaneously simple and creative.

These qualities have the combined impact of driving home the overall “it’s not complicated” message, while also entertaining the audience so they forget they are watching a commercial.

“This second dynamic is excellent when it’s done well,” Torossian said. “People love to be entertained but they hate to be ‘sold’. So, entertaining your audience while also convincing them of your message is a gold standard in advertorial PR.”

Plus, entertaining and simple PR has the added benefit of being memorable and fun to talk about.

“Viewers will be motivated to share their entertainment value, and they will remember the content well enough to have something entertaining to share with their friends,” Torossian added. “Never underestimate that power of accurate repetition of a core message.”

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Facebook Changes Walk a Fine Line (again)

5W PR is a leading media relations and PR Firm

Facebook and change…

While it appears that this might come as a shocking revelation to many users, the juggernaut known as Facebook, is in business to (gasp!) make money!

But, this undeniable, and incredibly fair, fact does not deter users from losing their minds every time the social media platform changes its interface or backend programming in an effort to make more money.

This past August, Facebook announced that it was making some changes to how the information displayed on Facebook business pages would be displayed and visible to users. The execs wanted fewer silly memes and more actual content showing up in users’ news feeds. Of course, they also wanted serious businesses to start paying for advertising instead of trying to connect with one billion users for absolutely free, umpteen times every day.

The move sent many social media marketing firms back to the drawing board, and reminded everyone who uses social media what providers REALLY want on their platforms: content.

But, according to Ronn Torossian, CEO of 5WPR, while Facebook is entirely within their rights to make any changes they want, their situation presents an interesting example.

“On one hand you have a business that has responsible to its shareholders: to be as profitable as possible. But, on the other hand, you have an entirely volunteer customer base which is, at the same time, also your product. Piss off the customer, and they will MySpace you as soon as an alternative comes along,” Torossian said.

It’s a tough line to walk for any product or service that depends on an active and dedicated fan base, and a lesson to these businesses to always consider their fans in any creative decisions.

“Will people forgive Facebook for these changes and adapt? Probably. They have before, but that doesn’t mean their patience, and adaptability are limitless,” Torossian said.

And this goes for a company whose users flock to it with religious devotion. Twenty minutes per visit, untold times each day. Time one billion. It’s very likely your brand has a much thinner line to walk.

Not that this is a call to fear change, only to realize that most people do not react well to it. Both your messaging and your interface must be on point, or you are sure to generate animosity…which could turn into fans searching for your competition to offer them relief.

 

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Starting with a Bang in a New Year

media relations

The New Year is here, and with it, a world of potential, possibility, and opportunity. So what are you going to do with it? If you haven’t started planning already, you better get started.

#1 – What will your public face be?

You cannot possibly tell everyone, everything about yourself. Even in a year’s worth of PR. Too much information is a common mistake that far too many brands make in their PR communication. Your company, or brand should be who it is while also projecting a very protected public face. You are not your “image,” but that image must effectively represent you to your various markets.

#2 – What message do you want to communicate this year?

What, exactly, is your overarching message and how will you communicate that to your target market? Say too much, and people lose interest. Say too little, and you confuse them. But, the line’s not so fine as it may seem. In fact, your message can have a wide range, if you know how to properly craft, and deliver it.

#3 – How will the seasons, or quarters affect that message?

Timeliness is one aspect of PR messaging that far too many brands pay far too little attention to. Your brand message may not change very much throughout the year, but you should give some thought to tweaking it to coincide with the ebbs and flows of your market’s seasonal routine.

#4 – When, and why, will you execute your best PR campaigns this year?

Torossian says answering these questions will give you a good start in your quest for success in the New Year. And, if you need help answering any of these questions, contact Torossian, and his team at 5WPR.com, today.

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