News and Updates from 5WPR CEO Ronn Torossian

Tag: 5WPR

Microsoft Looking to Deliver Broadband to Rural America

Microsoft looking to deliver broadband to rural America

In the race for digital technology supremacy, one question has remained stubbornly elusive: who will achieve rural broadband first? While it’s true that some places can get decent speed internet and cable service through satellite providers, the fact is the United States is behind many developed countries in delivering high-speed services to all its citizens.

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Puerto Rico Pushing for Statehood

Puerto Rico pushing for statehoodAlmost lost in all the contention and politicking since the inauguration of Donald Trump this past January is the momentum building in the statehood push for Puerto Rico. Recently elected Governor Ricardo Rossello is working hard to build a coalition to demand statehood for one of the United States’ closest territories.

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When to use Rapid Response in PR?

rapid-response

Rapid response is one of the true boons for entrepreneurs and the businesses they represent. The ability to respond quickly on with a response to questions, comments, or news worthy developments is one of the greatest gifts that the age of instant communication has brought us.

Used judiciously, this ability can be an excellent tool that places an individual or company directly at the center of breaking news and events. However, this is one media technique that must be used with restraint, caution, and a well developed sense of timing if it is to be fully effective.

Does Every Single Question Or Event Require A Response?

Perhaps the first question that will occur to the reader of this post is, “Does every single question or comment from a viewer require a response?” This might be quickly followed by another question, namely, “Does every single breaking event require a response?”

The answer to both questions is an unequivocal no. You don’t need to be on top of every single question that pops up on your Twitter feed, nor do you have to register an automatic response to every late breaking news event, particularly if the event in question has absolutely no relevance to your company or your brand.

Never Try To Turn A Tragedy Into A Marketing Opportunity

For example, if a tragedy occurs that gains immediate media coverage, do not try to turn your recognition of this event into a marketing opportunity. You are not required to post anything in response to a school shooting or disastrous fire or flood. If you feel the need to register a response, keep it brief, general, and purely personal, with no mention of the products or services you may have on sale at your physical location for that week.

What Are Your Qualifications To Make An Official Response?

Another important question to consider when debating whether to make an official response on your company’s official social media account is whether or not you are truly qualified to make any statement at all. For example, if a client posts questions concerning your company’s official cloud computing account, and you yourself don’t know anything about the process of cloud computing, it’s an excellent idea to let another, more experienced and knowledgeable, individual post a response.

Failing that, you might simply refer the client to your company’s FAQ page concerning cloud computing. In the end, it’s far better to post no response at all than to post a misleading or ill informed answer that proves you have no idea what you are talking about.

Never Post A Response In A Hurry Or Under Duress

The absolute worst time to post a response to a question or comment is when you feel you are being pressured by that client, or by other circumstances, to give a quick answer. In such cases, your response is guaranteed to be rushed, piecemeal, and probably very badly worded. In addition, the tone of your post could come off as abrupt or rude, thus creating a very bad impression of your company and its media skills.

It’s always better to carefully plan each response you make to a client, as well as each fresh new post that you make on your various social media accounts. What you lose in sheer spontaneity you will more than make up for in coherency and accuracy of expression. Remember always that every post you make to social media represents your company and its brand, whether in a positive or negative light.

It’s therefore to your advantage to always weigh your words carefully when speaking before an audience of millions.

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Can U.S. Open Save Golf

US-Open-Golf
The 2015 U.S. Open is bringing new surprises that golf has yet to see. The question is, can these new approaches to golf tournaments turn around the PR for this sport? It’s worth noting that the players and the premises for golf are not as thrilling as we remember when seeing Tiger Woods move up the ranks.

There may be a lack of exciting prospects to follow for the current generation. We are surely not hearing great golf stories flood the news arena. American pro golfing is now hoping to renew interest in golf with a spectacular course no professional has yet known.
This will be a U.S. Open challenge: the first of its kind. The course is, “. …not a golf course,” according to many professional golfers, however. It does, nonetheless, have challenges that could renew interest in the golf pastime when players are forced to bring their A game to make a measly par. This course choice is about making spectacular things happen as men compete on the fairways. Spectacular action is the only way to win this course and not leave the tournament beaten by the earth.

These are standing moments in golf history that will pave the direction this sport is bound to take. Where within public sentiment will that be? The world may never know. What we can see is that big moves are being made to give golf what it has never had with a U.S. Open, and many of the players involved are not too thrilled about the prospect.

The Chambers Bay course for the 2015 U.S. Open spreads out with numerous elevation changes, extremely dry grasses, fescue as the primary grass and ripples in the fairways that make golf balls shoot in every other direction than intended. Some sand bunkers are so deep they need stairwells for entrance and exit.

This will be a sight to see for sure. At this moment, the 2015 U.S. Open is to be held in Chambers Bay, Washington state. The course is situated south of Puget Sound and west of Tacoma. This tournament will bring many “first-time” situations for the U.S. Open and golf in America. The year 2015 will hold the first ever Open to be located in the Pacific Northwest.
Golfers generally feel a bit intimidated by the course selection that was built on the old site of a gravel mine. The surface of the fairway and green are said to be indistinguishable, and its stiffness will make balls jump higher and bounce more out of control. So this could be a great success or a great disaster as golf aims to improve their PR.

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Apple Poised to Enter News Business

apple news insights torossian
NPR recently reported that Apple just announced it will enter the news business. Well, the 21st Century digital aggregate version of that field in any case. iOS9 will, reportedly, be released with an app simply titled “News,” which comes equipped along with standard apps such as Calendar, Music, and Maps. The purpose of the app will be, essentially, a news aggregator. Pick your favorite sites and get all your news through a single app.

It’s an idea that’s about as new as disco, so why is Apple so excited about their version of something that’s been available for years? Because they know people will use it. They won’t be forced to, per se, but they also won’t be able to delete the app once they upgrade to iOS9. The app doesn’t have to cover new ground, it just has to be at least as user-friendly as the news aggregator app the customer is already using.

And, for those who have several apps they use to connect to the news they want, this app will prove a convenient space saver. Just like its predecessor, Newsstand, which proved to be an unwieldy failure. So, no guarantees of success here, but Apple is sticking to the plan that brought it this far. Give customers a convenient alternative they can’t get rid of and try to win them by attrition.
The message Apple is feeding the press is one of solidarity and innovation. News brands have lost power in the open market of the net, so why not figure out a way to help consumers navigate these uncharted waters? It’s an interesting approach that hopes to force publishers to filter their content through a product owned by Apple. Essentially, while providing customers a “convenient” experience, Apple is squeezing publishers in the hopes that, this time at least, they acquiesce to slapping an Apple on their delivery system.

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Can Hockey and Basketball Gain Some Ground?

sports in america
It’s no secret that professional football and baseball reign supreme in American sports. After that, NCAA football engenders the most fan loyalty – and cash. As far as pro sports go, each year, the NBA and NHL battle it out for which professional sports league will be Number Three With a Bullet. This year, more than any in recent memory, both leagues have a chance to gain even more ground than that.
Ask any basketball or hockey fan and they will tell you one good game is all it takes to get hooked.

The fast pace, athleticism and artistry are more than enough to get past the confusing rules and unfamiliar names. See a truly epic contest or championship series and you can become a fan for life.

In most years, the NBA and NHL finals are fairly pedestrian. In many cases the two best teams have already played and only the die-hards really care who wins the “Big One.” But that’s not the case in 2015. This year, in both the NBA and NHL, the finals have been incredible.

In the NBA Golden State and Cleveland – two teams a fair-weather basketball fan may not even consider – are battling it out game after game. The Warriors are champions of “small ball,” using ball handling, and shooting skill to defeat ersatz Goliaths. That role, this season, is being played by one of the most unlikely of all giants – the Cleveland Cavaliers. Lead by dynamic superstar LeBron James, the Cavs were expected to contend but generally relished the potential to be the Cinderella team. Now two overachieving franchises are putting on a basketball clinic, night after night. It’s a series that largely puts both dedicated basketball fans and potential converts on the same playing field.

Golden State v. Cleveland … really? And it’s exciting? Yes. It. Is. The series signals a turning point in the NBA where the perennial dynasties are overshadowed by teams that always seem to be having a rebuilding year. The only difference is that these teams look built to last.

In the NHL, all the networks were salivating for a Blackhawks v. Rangers series. As was most of NYC. But the brash young skaters from Tampa said no … again. When the Tampa Bay Lightning were formed, did anyone really believe they would have two Cup appearances by now … much less a strong shot at winning both series? Tampa believed. The beleaguered football town has transformed this season into Hockey Town by the Bay.

Tampa fans love their Lightning, and their team gives them great reason. Consider, four games into the Cup series and Tampa has stayed even with the Hawks, who EVERYONE believes is the better team. And they have done it without marquee player Steven Stamkos scoring anything. It has been role players and the enigmatic Triplets igniting this team against the storied Hawks. But there is a better headline buried within that story, particularly for fans on the fence or those looking to get hockey fever.

Those upstarts from the Sunshine State, should they win the cup, will have beaten four of the Original Six. They already beat three, and, like the Warriors in the NBA, the victories fly in the face of league tradition – which could very well be a perfect reason for newcomers to latch on to hockey.
Both series offer exemplary PR opportunities to be leveraged by the respective leagues. It will be interesting to see how they manage that earned goodwill in the offseason.

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AOL Founder: Now is the ‘Pivotal Point’ of the Internet

aol founder ronn torossian

Speaking to a crowd of thousands of tech junkies and industry entrepreneurs at the annual South By Southwest (SXSW) music, film and interactive technology festival, keynote speaker and former AOL CEO Steve Case stated that the world is at a “pivotal point” of the internet as the Web enters its third wave.

The first wave, of which Case’s AOL was at the forefront, ran from 1985 through 2000 or so and consisted of the internet’s rise in popular culture from a closed-off network used by governments and educators to a utility-like commodity billions depend on every day. When the internet hit its second wave around the turn of the millennium, large companies such as Google, Amazon, Facebook, Twitter and eBay rose to power, further incorporating the Web into everyday life.

Now we are at a crossroads, Case says, as the third wave begins. This new era will be characterized by new disruptive companies tackling more areas of daily life: food, healthcare, transportation and energy, among others. Those entrepreneurs who are successful will need to “understand the battle ahead.”

Fueling the transition will be a greater access to capital than even in Silicon Valley’s high-flying “bubble” days. Crowdsourcing platforms such as Kickstarter and Indiegogo have democratized the funding of new tech companies and products, allowing developers to connect directly with those interested in a new idea. Meanwhile, venture capitalist firms and large companies have embraced the idea of activist investing, using the commercial sector toward the public’s greater good. Case used the examples of Toms and Etsy as two cutting-edge for-profit companies who have managed to help communities worldwide through activism and giving back.

Finally, Silicon Valley, today’s worldwide center of the tech world, will no longer have a monopoly on the brightest minds and most promising companies as new regional hubs in the United States and elsewhere pop up to serve an expanding industry. In Kansas City, Pittsburgh and the North Carolina coast, as well as regions in the Middle East and Africa, this process has already begun. A decentralized tech industry will encourage innovation, competition and a reformatting of tech culture that has become somewhat dysfunctional, Case says.

AOL took 10 years to reach 1 million users, a feat today’s most-successful social networks and smartphone apps accomplish in a period of days or weeks. The Web as a communication medium has come a long way since the U.S. government legalized its commercial use in 1992, and Case says the new era is just getting started.

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The Browns have a Bright Orange PR Problem

ronn torossian on cleveland browns public relations

Looks, it’s a cinch that football fans are not Cleveland Browns fans because of the uniforms. The Browns’ orange, brown and white scheme is only slightly less underwhelming than their cellar-dwelling on-field performances. The only disappointment more consistent than these duds is the Browns’ need for a quarterback.

That dynamic led to a highly anticipated and widely marketed rebranding initiative. The campaign took two years to complete, and the Browns recently unveiled their new logo to replace the iconic but somewhat tired orange helmet … the new result? Wait for it (the fans did for two years) … another orange helmet. Essentially, the team went from orange peel orange to traffic cone orange. That’s pretty much it.

Well, according to some wits on social media they also gave “The Dawg” rabies. Not an unfair commentary by any means. And the rest of the PR fallout from this decision? Incendiary. Even fans growing accustomed to disappointment seem to feel punked this time around.

Logic says, your reaction better be as big as your promotion. When you make legions of some of the most loyal fans in the history of sports wait for two years to experience hope in the form of a brand transformation and you come up with … not much transformation at all … it comes off as not trying. As taking them for granted. As … not putting enough care into putting out a winning product.

That’s not to say every logo is a winner. When the Tampa Bay Buccaneers debuted in the late 1970s, they came with an orange popsicle color combination and a flamboyant Errol-Flynn-Mustachioed pirate (of Penzance). Fans grew to hate the logo as much as they did the on-field (lack of) performance. So the Bucs went back to the drawing board, coming up with the iconic new color scheme and pirate logo. Then they put a winning team on the field and their fan base grew by massive numbers, everyone sporting the cool new gear. The creamsicle days are saved for irony and throwback games.

The Browns had the same chance. Judging by their fans’ reactions, they blew it … again.

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Open or Closed: The Thanksgiving Debate comes down to the Customer

thanksgiving debate

Over the past week the Internet has been in a rage – when is it not, really – but this time it’s about whether or not a private business decides to unlock its doors. Well, several private businesses, unlocking multiple doors and on a revered national holiday. Should retailers be open on Thanksgiving? CEO of 5WPR weighs in.

It should be simple to dismiss the legal question of “should.” If retailers want to be open, they have that choice. The moral question, too, should not be prohibitive. Some might consider it in bad taste, and other may even see it as disrespectful and sad, but “should not” cannot apply here on moral grounds. So, as with many things, it really boils down to public perception.

Working On The Holidays

Some argue that many other people have to work on holidays. First responders, medical professionals, cops and pro athletes all miss out on the option of taking Turkey Day off. So, why not retail associates?

Well, comes the counter argument, what purpose does it serve? Aren’t we choosing commercialism over family and tradition at that point? Interesting question on both sides. But, in the field of , it really comes down to who you are trying to impress the most. Who is your customer base, and what do THEY want you to do?

Given this metric, it’s not surprising that stores such as Jo-Ann Fabrics and Home Depot chose to be closed on Thanksgiving. Their customers tend to be those who are more likely to want to be with family and friends than at the mall. However, when it comes to Macy’s and Kohl’s the market for shopping aficionados knows no bounds. They are catering to a group who salivates at the chance to work off the turkey and pumpkin pie with some deal hunting.

Debate Lessons

So what are the lessons embedded in this debate? Well, first, people will talk. Everyone does. But, for a business, the most important people to listen to will always be those who actually help you pay your bills. Keep them happy, and you’ve probably made the right choice.

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Addressing PR Challenges as the New Guy

public relations new hire

public relations new hire

Any time a company faces any sort of changes there will be questions to answer. Public relations is vital at this juncture to provide a positive narrative, and alleviate any potential consumer doubts. But, what if you are the new guy coming in? You don’t know the culture, and you don’t really know all the challenges you may face…what does that look like, and what sort of PR skills will you need to fill the shoes of the “old guy,” while still putting your personal signature on operations?

Ronn Torossian answers these questions through the experience of recently hired Yum! Brands CEO, Greg Creed. Yum! Brands owns KFC, Taco Bell, and Pizza Hut, among other holdings. Creed is replacing David Novak. The outgoing CEO is a well-respected and successful executive who steered the company for fifteen good years. This exchange of power provides a strong example of how to do it right, and how the new guy can use positive PR in multiple ways to help smooth the transition.

Emphasizing similarities is job one. You want both investors and employees to remain as comfortable as possible, so emphasizing the good attributes of the old regime that will continue is a smart move. But, you also want to make sure you don’t come off looking like an interchangeable cog in the machine.

The “new” aspect of the exchange should not be downplayed in service to the old. The positive growth and differences should be celebrated. This is best done not by immediately announcing “Big Changes,” but by celebrating past successes that could benefit the new company. In this case, Creed saw great success working with Taco Bell on the successful “Fourth Meal” concept, and the new, and so far well received, breakfast options.

This is a fine line to walk, but necessary if you want to be successful. Whatever the pros and cons of the exchange of power, you want to emphasize those good things that will continue, while also celebrating the new energy and creative or administrative dynamics that will lead the company toward continued success.

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