For Immediate Release: Shape Minds, Build Brands, and DeliverResults with Game-Changing Public Relations 1
About the Author Ronn Torossian is the founder, president, and CEO of New York-based 5W Public Relations. Under his direction, the PR Firm enteredthe Inc. 500 list, and has achieved status as 1 of the 25 largestAmerican Public Relations Agencies.In 2010, he was named a semi-finalist for Ernst & YoungsEntrepreneur of the Year, Ronn Torossian has also been named PRWeeks "40 Under 40" list, Advertising Ages "40 Under 40" list, and isan active member of Young Presidents Organization (YPO).Ronn Torossian has worked on PR programs for clients including Evian Natural Spring Water,Anheuser-Busch, Whole Foods, Coca-Cola, Microsoft, Barnes & Noble Online, Seagrams, TheLoews Regency, Marriott Hotels, Vail Resorts, Phillips-Van Heusen, McDonalds, The Ice Rink atRockefeller Center, Bad Boy Worldwide Entertainment Group, Pamela Anderson, Snoop Dogg,and others.Active in numerous non-profit organizations, Torossian lives with his family in New York City,where he grew up. 2
SummaryFor the first time, the founder and CEO of one of the 25 largest PR firms in the U.S.reveals just how necessary public relations is today- and how to make your brandsucceed and thrive. For Immediate Release, Ronn Torossian provides a candid insider‟stake on how the media and PR work hand-in-hand to create a variety of narratives, whyand how to achieve authentic PR and marketing, and what PR can do for your brandand business.In today‟s world of nonstop news cycles, where reporters, bloggers, citizen journalists,and others create news, shape opinions, and drive trends quicker than ever, ForImmediate Release makes a compelling case for PR‟s value to Fortune 500 companies,executives, entrepreneurs, entertainers, politicians, and even the average person.We all have something to gain- and lose- in a world where perception is reality.Torossian shows how to win positive media, become a thought leader, and: Frame debates and control conversations Capitalize on your strengths to make communication authentic Build on great press and cultivate meaningful media relations Avert or transform crisis situations Leverage the latest PR and Marketing tactics to drive revenues 3
The Writing of the BookTo Watch the Full Video Please Visit http://youtu.be/U--yvMLzc-A 4
Excerpt: For Immediate ReleaseWe have worked with countless professionals, helping build their specialized expertise publicly as a way ofbuilding their client and patient bases. Doctors (and other professionals such as lawyers and investmentadvisors) are in a field that affords them built-in expertise. While many of the doctors we work with don‟thave anywhere close to the budget for mass market advertising, they can and have built their practices bybecoming sought-after experts in their fields, particularly if they have developed a unique technique and canspeak with authority on a niche area of medicine about which few other doctors know.Dr. Yan Trokel, for example, is a successful plastic surgeon and a specialist in a niche cosmetic procedure.He came to us after moving from Texas to Manhattan and wanted to build his practice. We secured mediausing his expertise with the Y-Lift, a unique plastic surgery procedure that can be done in a few hours andat a fraction of the cost and recovery time of conventional plastic surgery. He quickly became a mediadarling because we were able to strategically capitalize on his knowledge of this procedure.The news angles were numerous—he was able to talk not only about his own procedure but about cosmeticsurgery in general, anti aging techniques, skin care, the importance of looking young in a competitiveemployment market, and so on. He had a lot of information about more general topics at his fingertips—after all, Trokel is a well-regarded and experienced surgeon (he‟s charming, smart, and attractive, too) andhas become a sought after expert for the media. 6
Excerpt: On Reality TVA former client, who also happens to be a nasty person, manufactures a great product that got amazingmedia. He was tremendously successful but is just not a good guy. He, too, was approached to do a guestspot on a reality show, and my whole team cautioned strongly against it again and again. Sure enough, hedidn‟t listen and had an awful appearance on the program, which had a serious and quick negative impacton his business.His appearance resulted in his company being blasted, and wherever he went, people asked him about theprogram but not his product. In fact, as this book went to print, three of the first ten items on a Googlesearch of his name and product reference this program. I‟d venture his ego cost him millions.There are times when a reality show can work. It depends on many factors: the script (unscripted televisionis actually quite scripted, by the way), your personality, the producers of the show, and your business.Anyone with a special expertise that can be used in the right way probably has the best chance of realitysuccess.Under these circumstances, a show can be a PR machine for a small business. Antique dealers and bountyhunters, for example, could benefit from shows that follow their comings and goings. DC Cupcakes on TLChas been a great show for its stars, Sophie and Katherine, who left high-powered careers behind to startGeorgetown Cupcake. In its second season, the show has raised awareness for the cupcake brand and hascreated numerous revenue streams for the pair.Although the show depicts dramatic situations (the usual bickering, tension between business partners,nutty customers), it‟s all done in a lighthearted and humorous way that fits with the original cupcake brand.In this case, the show has raised the profile of the women‟s bakery. When the show goes off the air, the twowomen will likely still have a successful bakery to run and maybe even other business opportunities. As theshow‟s executive producer, Terence Noonan, points out, “The girls still ice cupcakes, and at the end of theday, that‟s their most important job.” When you stop doing what got you attention in the first place, you can 7run into trouble.
Book Reviews“I enjoyed reading this book so much. The foundation of so many of Ronn‟s game-changing observations and direction is something we all get: LOGIC. One can conclude,„I couldn‟t have thought of that…” or „That makes sense!‟” -Paul Carlucci, Publisher of The New York Post“For Immediate Release is a fearless, bold, clear, honest, and practical look at how PRshapes minds, ideas, and businesses. It is required reading for any business or brandinterested in making an impact in today‟s 24/7 media world.” -“The Shark” Daymond John, Founder, President, & CEO of FUBU"For too long, the PR game has been under the control of a handful of old-club-boys untilTorossian came on the scene and was able to accomplish as much, if not more than all ofthem. For Immediate Release is an insiders guide to how New York media works, butmore importantly, how to work it, from someone who has had firsthand experience indoing so. Forget theory, this book takes you behind the scenes with real concreteexamples of the new rules of social media and working with the power brokers that canbuild or destroy a brand." -Amir Korangy, Publisher of The Real Deal magazine 8
Book Reviews"Torossians insights into the PR business were enormously helpful to me as anentrepreneur. With Ronns help we grew a start up into the #1 spot on the Inc. 500 list offastest growing companies in the US, and was able to take it public with greater than abillion dollar market cap. Ronn continues to help me today as a principal in the privateequity business. For Immediate Release should be required reading for anyone inbusiness, large or small." -David A. Steinberg, founder and CEO, CAIVIS Acquisition Corp“Ronn Torossian has always had a brilliant ability to present complicated, sophisticatedideas with clarity and simplicity. For Immediate Release is no exception. In it, Ronndemonstrates his unique talent for understanding the issues, deciphering and filteringthem, and then presenting them to the public in just the right way. This book takes thereader into Ronns world, and gives a glimpse of his passion, brilliance, and rare aptitudefor communicating well.” -Rabbi Avi Weiss, National President, Coalition for Jewish Concerns – Named 2010 & 2011 to Newsweek list of most influential American Rabbis 9