Friday, June 27, 2014

How to turn Right Choices into Powerful PR

public relations
When you are young and successful, people scrutinize your decisions, looking for ways in which they can use the loaded term says Ronn Torossian 5WPR CEO, “youthful mistake.” But, if you are careful, calculated, and wise in your investments, you can deprive the naysayers and critics of this “pleasure.”Sure, you will make mistakes, some big ones probably, but you can minimize both the potential and the fallout from these mistakes by planning for these eventualities, and more importantly, be ably discerning the offers in front of you.

See, when you are successful, everyone will want a piece. They will try to latch on, create a story around you, and, if they can get you caught up in your own press, push you toward a minor error that can be spun into a major mistake. It may sound cynical, but there is a large segment of society that loves to watch successful people crash and burn. Don’t give them that satisfaction.

Take the example of 23-year-old millionaire, Mike Zhang. The online entrepreneur found success, and almost immediately, he was approached by umpteen phone calls from people who wanted to “help him” with his money.

Sounds awesome, right? Yeah, not so much. Zhang explained it this way, “When I have a rainy day, I don’t want to talk to an opportunist.” Zhang wanted relationships, not ambulance chasers who were primarily interested in using him for their benefit. Very smart business.

Zhang passed on the easy - and very attractive – offers from Big Names and went with advisers he believed to be interested in actually helping him, not just themselves. This smart business approach says more about Zhang than his previous business success. He is cautious and wise, capable of making the right decisions in the face of dynamic temptation. This is exactly the sort of mindset and track record that other successful businessprofessionals look for in colleagues and investment partners.


How are you using solid decisions and positive personal PR to establish a strong track record of trustworthiness, wisdom, and the right mindset for success?

Thursday, May 29, 2014

Hey Intern, you want a Salary Job?

public relations internship
Internships are all about making connections, and getting experience. Everyone knows that. But, “everyone” is misguided. While internships are definitely opportunities for connectivity and learning, applicants make a fatal mistake when they assume “their” internships are set up for them.

The reality, is almost the polar opposite. Internships are as much or more about helping the business find qualified candidates than they are about helping the applicant in his or her business career. Unfortunately, many otherwise qualified candidates do not realize this. Even when you hear advice like “make a good impression,” that often does not sink in fully. Applicants focus on doing what THEY think is the right thing. They make decisions based on their experience and their understanding, rather than seeking new information and a better understanding of what the business expects.

They may also be focused on “earning” a good referral instead of increasing their skills and making themselves better, more employable, and more valuable. You don’t hire people unless you need something done. You can LOVE the people, but, primarily, you expect them to get that job DONE.


If you want to turn that internship into a full time gig, focus on making yourself as necessary as possible to the growth and success of that business. 

Tuesday, May 27, 2014

Investigators looking into Golden Gloves spending


The Golden Gloves has been a lifesaver for countless Chicago-area youth for generations and is a terrific example of how a brand can give you the full blown profile. The program gives kids something positive to do with their time, teaches discipline, offers an outlet for aggression, and hosts an annual boxing tournament.

This tournament, which has for so long been viewed as positive is now under fire from investigators. The Illinois Attorney General’s office is investigating circumstances where it has been alleged that charitable funds were used for personal use by a former Chicago Golden Gloves treasurer.

Any misuse of funds is a continual concern for any legitimate charity organization. But, the very public allegations of specific misuse of funds is a nightmare. The organization made the first move by both releasing the information, along with the news that the former treasurer, Ted Gimza, is already being punished. People hate to think that their donations are being misused, but they love to know that a “bad guy” is getting his just desserts.

Gimza admits to taking the money, but he says he has already paid it back. This is another plus in the PR column for Golden Gloves, though less so for Gimza. Generally, the thing people want even more than the bad guy getting punished, is to know that the situation has been handled, and things are moving on better than before.

One suggestion is that the Golden Gloves should offer a press release stating that its security protocols have been updated to discourage this sort of thing from happening again. This shows both initiative and intent to make things better for both the charity and its donors. That sort of action reflects well on the organization, and makes wary donors more comfortable with giving again.

Another suggestion is that Golden Gloves clean up its other messes. One drawback of letting news like this out is that any other potential negative information could also get released. As it turns out, during 2010, the IRS reportedly revoked the Golden Gloves’ federal tax exempt status because the group was “not in compliance,” according to the Chicago Tribune.


The Tribune also reported that the organization will be out of compliance until they file a federal tax return, which could happen any day now. But, when the story broke, had yet to be handled.

Tuesday, May 06, 2014

Clippers React to Release of Sterling Tapes

As the audio tapes of Los Angeles Clippers owner Donald Sterling continue to make waves throughout the NBA, the team and its fans have handled the situation with nothing but class and dignity - due to this Crisis PR situation. Prior to the start of Game 4 of the team's playoff series with the Golden State Warriors, every Clippers player wore their warm-up shirts inside out, hiding the Clippers logo in a sign of silent yet effective protest. The players and coach Doc Rivers have refused to make public comments on the situation, instead choosing to focus on the task of beating the Warriors. Meanwhile, the team's website has undergone a dramatic change, with the home page simply displaying a dark background with the Clippers logo and the statement "We Are One" in large white letters above the logo. For those who are wanting to view it for themselves, it can be found at http://www.nba.com/clippers/.

Meanwhile, the fans have also handled the situation very well, showing great restrain and class. Many fans have staged orderly protests outside the arenas prior to games, while others have come to games with homemade signs and wearing shirts expressing their opinions on the matter. Most of all, fans of not only the Clippers, but the Warriors as well have demonstrated tremendous support for the players. Prior to games four and five of the playoff series, standing ovations were given to the Clippers players and coaches, letting them know they have the full support of everyone. As for the corporate world, many sponsors have chosen to pull their corporate sponsorship of Sterling and his business interests. Companies such as State Farm, Mercedes-Benz, Red Bull, Yokohama, Kia Motors and many others are withdrawing their support of the organization and its embattled owner.

As the situation continues to play out over the next several weeks and months, players and fans alike will continue to support one another through the crisis. While it's often said success is the best revenge, there are many fans throughout the NBA who are hoping this team will be holding the championship trophy above their heads, showing their owner exactly what they are capable of achieving without him.

Tuesday, April 29, 2014

7 Ways To Create More Shareable Content

There are reasons that people need to make the content online readable and shareable on their websites. Ronn Torossian, CEO of 5W PR - breaks down 7 ways that will allow them to create interesting content online. 

1. Create Short, Compelling Headlines

Headlines are very important for online work to stand out from the rest. The words that are used in the headlines should be action oriented. The entire headline should be short so that the reader doesn’t lose interest.

2. Think About The Target Audience

It is important for online writers to understand who their target audience is. They will want to know what age range they are writing for and a variety of other factors that will help them to gear their content towards these types of people.

3. Trigger High-Arousal Emotions

One of the best ways to garner attention with writing is get people to be emotional about a subject. It is important to use words that will illicit a response, either positively or negatively. Readers don’t like to feel indifferent so it is important to keep their interest throughout the content.

4. Offer Incredible Value

Another great way to get the audience involved is to offer a good value. This can be done with special promotions, sales and other ways to increase interest.

5. Publish Content In Digestible Format

It is important that a person write in small increments. Having too long of an article may lead people to become bored. The writing can also be spaced out with bullet points and numbers to make it more readable.

6. Ensure That The Content Is Useful

One mistake that many writers on the Internet do is to make the content boring. Everything should make sense and also be useful for the reader in some way. This will allow them to keep reading the content because they will be getting something out of it.

7. Be Creative And Unique

It is important that online writing be different than other sites. A website owner can make sure that they are creative and unique by using a variety of options. Pictures, videos and good content will all make the site look different than anyone else’s.

When content online is shareable, others will read it more. That is what most people want is to have their sites looked at so making sure that the content is good will help them to boost their online presence. 

Monday, April 21, 2014

Understanding Generic Advertising

In today's ever politically correct society more and more companies are rushing in to generic advertising. Generic advertising, says Ronn Torossian - Author of the PR Book, For Immediate Release; is based on the concept that all advertising should be inclusive of a variety of themes, ethnicities and age groups. Since the world we live in is more and more globally inclined many companies are trying to ensure that their advertising is inclusive and non-offensive.


In the American lifestyle there are such a melting pot of cultures and lifestyles that being inclusive is just plain smart advertising. For a company that is gearing their advertising to a broad market of people, often generic advertising is the best conceptual advertising approach to take.

If you are a company that makes a product or has a service that caters to a wide audience of people then generic advertising is designed to do just that. The most important element of generic advertising is to be all inclusive versus exclusive. Exclusive advertising is a type of advertising that is geared towards a specific group of people and is meant to appeal to a specific target audience.

So when a company is looking to target an audience the first decision is often to decipher if there is a target audience or if the audience a broad scaled inter racial, inter age group of people. The best way to decipher this is by getting a general assessment of product or service users. In general food, cleaning products and entertainment advertising is often geared towards a more generic advertising base. However, items such as clothing, medicines, cosmetics, and specific services are usually more exclusive in scope.

To get a better understanding of what type of advertising works best for a company or product, businesses and companies are advised to seek out the help of a public relations firm who is familiar with this type of advertising expertise. Most public relations firms have access to compiled data and research on ways to achieve effective advertising bases and can properly guide businesses on what their core focus groups should be or if they should be generic advertising based. A good public relations firm can also help create an advertisement that appeals to the potential consumer group or the general population as a whole. 

Wednesday, April 09, 2014

Eich Steps Down as Mozilla's Chief Executive

Mozilla CEO - Brendan Eich - OkCupid.com
Recently, the dating website OkCupid played a role in bringing down one of the internet's most powerful CEO's, Mozilla's Brendan Eich. 

Ronn Torossian, CEO of 5wPR Public Relations, says that Brendan Eich, who was pivotal in developing some of the world's most cutting edge technologies, resigned under pressure. Eich was the CEO of Mozilla, the force behind the extremely popular Firefox web browser and creator of technologies such as JavaScript.

Mozilla announced Eich's resignation via a blog post. They explained that their organizational culture reflects diversity and inclusiveness, but Eich's support of Prop
osition 8 did not match their views. Mozilla noted that Eich made the decision to resign on his own, "for Mozilla and our community."

He had only been in the position for two weeks, as he was just named CEO on March 24. Eich was felled because he once donated money to support Proposition 8, the California measure that worked to ban same-sex marriages. Eich donated $1,000 in 2008, and today says he is not sorry that he did.

Eich’s support for Proposition 8 became public immediately after he took the helm of Mozilla
, and the public's reaction was swift. Soon, it was evident that Mozilla was facing the backlash.

How did it happen? As stated previously, the online dating website, OkCupid was instrumental in his resignation. OkCupid published an open letter that was visible only to its clients who visited the site via Firefox. It called out Eich, and explained that clients would not be able to use Mozilla to access their website.

OkCupid was not the only company to show their support of gay rights, and their opinion that Eich should step down or let Mozilla face the public's scrutiny. Backlash on Twitter drew Mozilla's notice, too, as did outrage from Mozilla's employees. This is a perfect oppurtunity for a big brand to leverage a Crisis PR Firm - to help mitigate any damages done to brand reputation. 

While this is not the norm--asking CEO's to step down due to their lack of support of gay rights, it may help to create a real dialogue among corporations about whether their board's personal beliefs should in any way affect their hiring choices. 


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