You wanted that job. You felt you were the best candidate for that Public Relations Job. You had all the qualifications, and you were willing to work for what they were offering. Enthusiastically willing, when it came down to it. But you didn’t get that job. They gave it to someone else. Why??? The question keeps you up at night. If you were Shakespeare, you would say you are “vexed.” But you are not The Bard, so you just want an answer to your question. Ronn Torossian would like to offer you an answer, and it begins with the fact that job hunting borrows a lot from the world of public relations. How to find a better job in Public Relations… #1 – Ask good questions Engaging your audience is a vital part of public relations. The same is true during an interview. Most candidates spend a lot of time working on how they will answer questions, but precious few realize they should be asking them, too. This not only creates a dialogue in a way restating practiced answers never could, it brings the interviewers into the conversation completely. They are not just assessing at that point, they are working with you to create a positive result. #2 – Be good on the spot Great PR is flexible. When you are not sure how your audience will react to a release, you have to be willing to take what comes and make the best of it. Likewise, in the interview room, you may not know what questions are coming, but you need to be willing to enthusiastically answer all of them. You may not like the order in which they are given, or the tone or demeanor of the interviewer… but you still have to roll with it and make the most of your opportunity. #3 – Speak the right language Just like every market group has a language, every company has a culture. You need to know as much as you can about that culture before you walk into that room. Understanding how they think and what they believe, and knowing what their expressed goals and priorities are, will help you stand out and create a connection. Bottom line, when you approach job hunting as public relations your entire attitude about each step of the process should change. It becomes more about relating to the company rather than getting you a job. This approach almost always leads to better results.

1. Articles from Ronn Torossian 5WPR
CEO Blog | 5W Public Relations PR
Agency
Charity and the Power of Celebrity
2014-06-02 11:06:29 Ronn Torossian
Each year, the highlight of the Cannes Film Festival is not the viewing of the
films, or the starlets in their magnificent gowns, or even the endless gossip.
It’s the charitable event that raised more than $35 million for AIDS research
last year… an event many people don’t even realize happens. B
when you get together a group of people that include Oscar winners,
Hollywood legends, and glitterati from across the entertainment spectrum,
the wallets come out in a big way.Funds are received via auction or donation,
and every guest is there on purpose and with purpose. But, they also take the
opportunity to press the flesh, and network with other A-listers and
powerbrokers.
So what does all this have to do with your non profit PR? Ronn Torossian
explains.
The principle to learn here is the power of celebrity, and the core lesson is
that this power is scalable. If you are a national organization, you should look

2. for a way to connect with someone well known in living rooms nationwide. But
if you are a local group, you should find a way to connect with the local celebs
and powerbrokers in your area.
This is simply having an understanding of the principles and politics of
fundraising. People are more apt to pay attention when they recognize the
“face” talking to them. The celebrities at the Cannes fundraiser are willing to
give, and mentioning them in no way implies that they have ulterior
motivations. There is nothing wrong with having fun and enjoying yourself
when you give.
Likewise, there is nothing wrong – and a good many things right – with
connecting with those who can help your charity achieve influence and
connection commensurate with its size and scope.