Ronn Torossian is a leading expert on crisis communications and he shares his strategic and resourceful approach to marketing and PR in this interview.
Technology’s continuous advancement allows PR professionals to not only venture into new industries that have simply never existed but also utilize these technologies to support new and exciting campaigns across existing industries.
1. Recently, 5WPR was named among Top Global PR Agencies 2022. 5WPR has seen tremendous growth over the last year. What are the fundamental shifts that impacted the company’s success?
What’s been incredibly important to our growth and success is that our PR agency has never stopped working like a start-up. We work smart and take on opportunities with new clients and emerging industries that others might pass up at first glance. Taking on these new challenges help us not only maintain passion for our work but cement us as expert leaders in these new areas.
2. What differentiates 5WPR from its competitors?
What sets 5WPR apart from our competitors is that we don’t put much focus on what others in the industry are doing, and instead we choose to compete against ourselves. We work with a start-up mentality and continuously look to outperform our work from last week, last month, and last year. This is how we continue to grow at such an accelerated rate.
3. Why do SaaS Startups need effective PR Marketing? What is your take on it?
If you’re not an audience that is already familiar with SaaS technologies and startups, their work and the benefit they offer a customer can be incredibly difficult to understand. The use of PR will make SaaS manageable and understandable to those who can benefit from it. PR will be able to increase brand awareness and lead to a return on investment.
4. How is technology helping PR professionals to attract new customers and engage the existing ones?
Technology’s continuous advancement allows PR professionals to not only venture into new industries that have simply never existed, but also utilize these technologies to support new and exciting campaigns across existing industries.
5. Which industries are 5WPR keen to explore? What are the top three industries that will need PR desperately in the future? Why?
We’re always focusing on expanding our practice areas across both our consumer and corporate teams and taking advantage of new opportunities arising because of the changing times. Right now, technology is rolling out at an astonishing pace so we’re exploring work across many niche technology spaces. Looking to the future, technology, including Artificial Intelligence and Experience companies, will be one of the industries most in need of PR because technology will roll out so quickly and the industry will be extremely competitive. For similar reasons, consumer products will always need PR simply because there will be oversaturation, and I feel that after the pandemic, there will never be a time where travel and hospitality can function confidently without the support of PR to quell consumer concerns.
6. Data is the fuel of the new economy. Could you lend us your top five POVs on how the PR industry is and will be using data?
First and foremost, PR is using data to inform our own actions. Before we build any strategy, we want to build upon the data the clients can provide us regarding their successes and shortcomings. We’re also using data we can source on different channels of communication, traditional or social media, to decide what tools we will be using for our communications. We look for data on where to best meet the modern consumer. We’re also using data to influence consumers, reassuring them that they’re making the right choices. As more technologies and media sources are rolled out, and the industry changes, the ways we utilize data will change in ways I cannot even imagine at this moment.
7. The PR and Communications industry is discovering podcasts in this new age. What are the benefits that the experts can garner from the same?
Anyone who thinks they have nothing left to learn is a fool, you should always be seeking resources to better your business practices or potential insights into a brand or business strategy.
Listening to colleagues and professionals on podcasts are some of the best ways to do this.
8. Let us in on your journey to being the Chairman and Founder of 5WPR.
I am a public relations professional with over 25 years of experience. I have always had an interest in psychology, law, and journalism, but none of those industries were able to draw me in completely. When I realized that PR was a mix of those three interests, I knew I had found my career. I started 5WPR in 2003 and now serve as Founder and Chairman. Throughout my career, I have worked with some of the world’s most visible companies, brands, and organizations. My strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
I have lectured on crisis PR at Harvard Business School, appear regularly on CNN & CNBC, am a contributing columnist for Forbes and the New York Observer, and have authored two editions of my book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations,” which is an industry best-seller.
9. Your recently published book “For Immediate Release: Shape Minds, Build Brands and Deliver Results with Game-Changing Public Relations” looks like a game-changing guide for leaders. Enlighten us on the process of completing this gem.
I’ve always been an avid reader myself, and some of my best business practices have been shaped through reading the experience of other professionals. I published the first edition of the book in 2011, and during the downtime of the pandemic, I had the time to reflect and realize so much about the industry had changed. It felt important to sit back down and update this book for the current and future generation of aspiring business and PR professionals.
10. How do you manage to stay relevant in such a fast-paced industry?
I think 5WPR recognizes the need to advance our practice alongside the industry, just because something worked for us last year or last week, doesn’t meant the same practice or structure will work today because the industry has changed since then.
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Throughout his career, Ronn Torossian has worked with some of the world's most visible companies, brands, and organizations. Torossian is known as one of the country's foremost experts on crisis communications and is called on to counsel blue chip companies, top business executives, and entrepreneurs both in the United States and worldwide.
His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain's New York 2021 Most Notable in Marketing & PR.
An NYC native, Torossian lives in Manhattan with his children. He is a member of the Young Presidents Organization (YPO) and is active in numerous charities. Ronn Torossian Named to Crain's 2021 Notable in Marketing and PR List.
5WPR (www.5wpr.com) is a top 10 independent, full-service PR agency in the U.S. known for cutting-edge programs that engage with businesses, issues and ideas.
With offices in New York City and Miami, 5W has over 300 professionals serving clients in B2C (Beauty & Fashion, Consumer Brands, Lifestyle & Entertainment, Food & Beverage, Health & Wellness, Technology, Travel & Hospitality, Home & Housewares); B2B (Corporate Communications, Technology, Reputation Management, CSR, Sustainability Communications); Digital Media (Social Media, SEO and Graphic Design), Public Affairs; Government Relations; and Crisis Communications. 5W's team of experts bring leading businesses a resourceful, bold and results-driven approach to communications. 5WPR has been named one of Inc. Magazine's Best Workplaces 2022!