Ronn Torossian of 5WPR: PR is a mix of journalism, psychology, and lawyering

By Ronn Torossian

In a continually confused and crowded media world, many more today see Public Relations as an industry with tremendous growth potential. IBIS World, a media research firm, says PR spending will increase to $12.82 billion by 2015. The growth is in part due to PR’s ability to participate in a more nimble and flexible way with the new methods by which people consume media, including social media.

A lot of what passes for public relations is lacking because it’s ineffective, irrelevant, and intangible. Negative (or alternatively, overly romanticized) public perception of the industry is fueled by pop culture portrayals that are completely

unrepresentative of what real PR work entails. Various reality TV shows have also purported to show how the business works, and they’ve been way off base. It’s among the reasons why I have turned down two reality show offers through the years. Modern PR has to help brands innovate, market, and message well.

PR Firms help entrepreneurs earn more, small brands become household names, Fortune 500 companies preserve and grow their positions, and personalities and politicians maintain and increase their credibility and relevance. And it helps all of the above rapidly increase brand value. If you have a great idea, product, or service, PR can do a lot to cut through the noise and let the world know.

PR is a mix of journalism, psychology, and lawyering—it’s an ever-changing and always interesting landscape.

Public relations is an amazing business that offers people, brands, personalities, politicians, nonprofits, foundations, hospitals—you name it—an incredible chance to leverage their strengths and shape public opinion. Who better than a seasoned and forward thinking PR person to anticipate, analyze, and interpret public opinion and attitudes? PR’s biggest advantage over marketing and advertising is the seemingly independent third-party recognition and endorsement it provides—an incredible asset in a crowded, distracted, and confused world.

The right publicity has profoundly more credibility than ads and marketing campaigns. The public feels that when an objective third party—a television show, magazine writer, newspaper journalist, blogger, social networker, or radio reporter, for example—features a company or person in a positive light, that entity is authentic and important.

Brands have to pay attention to personalization, interaction, conversation, efficacy, and social responsibility. Image is everything.

Ronn Torossian is CEO of 5WPR, and Author of “For Immediate Release.”

Filed Under: BusinessRonn Torossian

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Ronn Torossian About the Author: Ronn Torossian is the CEO of NY based 5W Public Relations, 1 of the 25 largest PR Agencies in the US. He is a member of Young Presidents Organization (YPO), a Jewish philanthropist and active in a number of worldwide Jewish organizations. More about Ronn Follow Ronn on: Facebook Google Plus Amazon RonnTorossian.com

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