PR Firm CEO Ronn Torossian Book Excerpt

Ronn Torossian Book Excerpt From: “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations”

The Rules of Engagement



Working with reporters is not unlike dating: sometimes you have a great date and sometimes you have a disappointing one. There are a few mating rules to keep in mind when dealing with the media, and the first and most important is to be a giver, not a taker. Think about stories in terms of her needs not yours – she wants news. Instead of talking about how great your company or brand is talk about what you and the others in your industry are doing, and trends you are spotting across these brands. That’s news. Plus:



Pitch to the right person. Tailor the pitch to the reporter. Reporters are notoriously thin-skinned and it irritates them to get a pitch that has nothing to do with their beat.



Pitch to the side. Reporters are competitive – they want good stories. Business reporters may be interested in a science story, sports reporters will be interested in an entertainment story, and entertainment reporters could be interested in a tech story, if you angle or position the story properly.



Pitch to underlings. There is value in building relationships with junior-level reporters and producers. They’re also a hell of a lot more accessible than senior people. Give them tips – they’re competing with the old lions in the newsroom so if they can get a great story, they will be more likely to help you out with less exciting ones. Naturally, as they get promoted, they will remember you.



Pitch during holidays and weekends. My PR firm is open the week between Christmas and New Year’s, when nearly every other PR agency is closed. When I get asked about it the answer is always the same: does CNN air that week? Does the Wall Street Journal publish? As long as those answers are yes, we’re open for business and I’m happy my competitors aren’t. On a normal day, we’re competing against every other PR person for time on the phone, on air or in print. Holidays give you a chance to slip through a story that wouldn’t get coverage during “normal business hours.”



The book may be purchased at: http://www.amazon.com/For-Immediate-Release-Game-Changing-Relations/dp/1936661160

For more infomation aboy PR Firm visit http://www.5wpr.com

5W Public Relations Named PR Agency of Record for Excel Corp

New York, New York – June 26, 2012 - 5W Public Relations, one of the 25 largest independent US PR Firms, is proud to announce the return of Excel Corp (OTC Bulletin Board: EXCC) to its roster of corporate clients. 5WPR will execute a comprehensive public relations program tailored to effectively promote Excel Corp to targeted influential media. Key factors will include media relations, speaker engagement, messaging, web strategies and more.

Excel Corp is a publicly traded licensing, merchandising, and distribution company, headed by founder and Chairman, Ruben “Ruby” Azrak. As a branding corporation, it specializes on bringing national and international brands to the retail marketplace with a remarkable record of success.
Azrak, a seasoned branding specialist, has seen Excel through an impressive 30 years of licensing experience, which has led to the establishment of retail programs that have generated sales of over one billion cumulative. Excel Corp has distinguished itself by utilizing licensing opportunities including the representation of brands, trademarks, designers, events, personalities and sports of high standing in the industry.


“5WPR is excited to work with Excel Corp. We look forward to helping to shape the Excel brand and the many initiatives they have planned,” said Ronn Torossian, Founder & CEO of 5WPR.

Ruben “Ruby” Azrak, Founder of Excel Corp said “The decision to work with 5WPR is an easy one.”




ABOUT 5W PUBLIC RELATIONS



5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized media programs designed to impact our clients’ specific business goals and objectives. 5WPR’s energetic, fast-paced, and focused culture earned the firm a spot on the INC. 500 list. One of the 25 largest independent PR firms in the US, the agency maintains practice areas in consumer, technology, health and wellness, entertainment, lifestyle, fashion, and corporate communications.

Our growth and recognition stem from a focused, smart, and creative staff that expertly communicates client messages to impact ROI. Our committed team has the understanding and ability to harness the newest tools in a rapidly changing media landscape. This 24/7 approach to the media led the industry’s foremost trade magazine to describe 5WPR as “aggressive in a way that clearly resonates with clients looking for a firm staffed with type A-plus personalities, a BS-free approach, and results from Day One.”

Public Relations and Social Media Today

Public relations is one of the main industries that is being affected by the massive changes of social media. One of the main reasons for this affect is social media is done by the public and is public information. The essence of public relations such as media relations, opinion leaders and crisis management has caused an exaggerated stress by social media.

Social media is a modern day communication process and it will impact a company’s reputation in a positive or negative way – crisis pr. Even though social media is not a main source of information but it makes a story more relevant through Facebook’s newsfeed and Twitter’s hashtag. Experts in the public relations sector might have to start rethinking the way they approach specific problems with social media being such a popular way to find news.

Professional communicators and PR Firm have a new task with making statements is to also understand how include sentiment in to their speech. They have to realize that they are no longer reporting to the media but also the public, the public play a huge part in reputation management. People are allowed to voice their opinion via the Internet through blogs, tweets, Facebook posts, etc. The PR industry will have to start adapting to this new change. Workers in the PR world need to have a better understanding of community management and learning how to create a more effective workplace. They also need to know how to deal with customer service, digital advertising and learning how to respond and adapt to any kind of outcome that relates to individuals, the organization and the public. One of the important fixtures during this rise of social media is for companies to be more transparent with employees and the public.

For more information on social media in the public relations field be sure to check out pr expert Ronn Torossian’s blog.