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Ronn Torossian Reveals 5 Ways Brands Stay Relevant

The NFL draft prognosticators are so often dead wrong in both getting the draft order right and guessing what the teams will do. But they remain relevant and respected. How can this be? Sharp public relations definitely plays a part. These prognosticators are a function of the overall NFL brand, sparking interest and providing conversation topics. The goal of entertainment PR is not necessarily to make the right predictions, but to generate buzz for the league. In that area they get an A+ … but how?

Ronn Torossian, the CEO of top NY PR Firm 5WPR, reveals the 5 way brands stay relevant:

1. Establishing a Reputation

All of these prognosticators have varying ties to the NFL, from former players and coaches to current color commentators. Others have been covering sports for so long that fans cannot imagine football season without them. These individuals have established their reputation based on their prior accolades and name recognition, not on how accurately they predict the draft. Fans trust these guys because they believe that these individuals have access to inside information. This sense of mystery amplifies their credibility.

2. Making Bold Predictions

Part of furthering that reputation is making bold predictions. If the prediction does not come true, both the league and the fan get entertainment value out of it. After all, every armchair QB has to have some “idiot” to poke fun at. If on the off chance that prediction comes to fruition, fans will be astounded by that prognosticator’s genius, giving his reputation a boost. Better yet, that one correct prediction will get endless airplay, further cementing the swami’s prowess.

3. The Power of Logic

Making the prediction is only step one. It is followed by a long, detailed rationale behind this choice. The commentator will combine their insider info with the obvious needs and wants of a particular team. They will play out possible scenarios which underline their choice. Not only does this provide quality content for fans, it keeps a failed prediction from causing any loss of credibility. If the logic is transparent, then obviously the guys actually making the pick knew something the rest of us didn’t know.

4. Giving Viewers Quality Content to Share, Discuss, and Debate

After the prediction is made and the logic outlined, it is the fan’s turn to take the information and run with it. Again, it isn’t so much about accuracy as it is accessibility. Ronn Torossian of 5WPR believes fans will take these predictions along with their personal comments, questions, and concerns to Twitter, Facebook, and sports talk radio, providing an endless cross-platform content barrage. This will spark debates and widen the circle of the draft spotlight. The more conversations they start, the more potential viewers will tune in next season.

5. There is Always Next Year

As soon as the draft is over, discussion shifts to how these choices will impact teams the following season, thereby creating a whole new set of predictions, followed by a whole new set of debates, and the cycle continues. The NFL is a respected brand and therefore produces respected prognosticators. This respect, in turn, feeds off and builds on each other in an endless cycle season to season.

When You’ve Got Good Content, They’ll Eat It Up

It seems you can’t sit down in front of the TV, commute to work, surf the internet or read the newspaper without being faced with food ads. Some marketing messages are encouraging you to eat out, and inviting you to head to their restaurant. Other commercials are reminding you of the benefits of dining in your own home, the comforts of your own kitchen and the sense of accomplishment when you’ve prepared a gourmet feast.

With all the restaurants that pop up overnight and new food products that hit the market every day, consumers are literally bombarded with print and online media content competing for their attention. They are overwhelmed with the information being put out there, whether they intend to eat out or dine at home. Obviously, some of the messages are going to get lost in the fray.

When it comes to our food and beverage clients at 5WPR, we are not willing to let that happen. It’s our responsibility as a top food PR firm to ensure that consumers hear our message; moreover, we want to read their minds to know what they want to hear. We want to be that voice at the back of their head that says, “You know, I kind of feel like making dinner at home tonight and Italian sounds perfect.”

The major client players at a PR agency like 5WPR rely on our team to put together attention grabbing content and prepare it for widespread distribution. As consumers are assailed from all angles with marketing messages for a wide variety of food and beverage products, our content needs to stand out. If it’s not memorable enough to make an immediate impact, there’s no way it will ever last long enough in a consumer’s mind to inspire them to buy.

Fortunately, our team at 5WPR has some tactics up our sleeves that we use while developing the marketing campaigns of our clients. Often, we’ll introduce a new spin on a previous strategy that was successful in optimizing brand visibility. Other times, we’ll have brainstorming sessions when content has gone stale. It’s important for our team to press on when other PR firms might have run out of ideas if we want to stay at the top of the game.

Four Key Elements to Finding the Right Public Relations Firm

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 public relations 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.

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

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 public relations 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.

New Reputation Institute Study Finds the Companies with the Best Global Reputations

A newly released global reputation management study of more than 100,000 consumers shows that who you are as a company is more important than what you produce, with BMW, Sony and Walt Disney Company topping the list of the most reputable companies. The third annual Global RepTrak 100, by reputation consultancy firm Reputation Institute, identifies how stakeholders perceive companies and how those perceptions affect purchasing behavior.

The study shows that in order to win support and recommendations, a company needs to tell its story in a way that connects with stakeholders on a global level. This is a challenge that even the best companies struggle with. Nowhere was a strong reputation platform and good public relations more important this year than with IT giant Apple, which maintained its high ranking despite the loss of its iconic leader, Steve Jobs. "In today's reputation economy, what you stand for matters more than what you produce and sell," said Reputation Institute's executive partner Kasper Ulf Nielsen in a news release. "People's willingness to buy, recommend, work for and invest in a company is driven 60 percent by their perceptions of the company and only 40 percent by their perceptions of their products."

The companies with the ten best global reputations are:

BMW
Sony
Walt Disney Company
Daimler
Apple
Google
Microsoft
Volkswagen
Canon
LEGO Group

Results from the 2012 Global RepTrak 100 study showed a strong correlation between a company's reputation and consumers' willingness to recommend it. For the top companies, 55 percent of consumers said they would definitely recommend their products to others, compared with only 22 percent for the companies at the bottom of the list.

For more information on 5WPR or Ronn Torossian please visit www.5wpr.com

Ronn Torossian Update