Cambridge Business Association
For Immediate Release
Book

For Immediate Release

Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations

Ronn Torossian and Karen Kelly
BenBella, 2011
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Editorial Rating

7

Recommendation

Considering the 24-hour news cycle and the explosion of social media, getting your voice heard by using public relations is more challenging than ever. But fear not: Ronn Torossian of 5W Public Relations (5WPR), writing with business author Karen Kelly, shares his observations and ideas. You’ll hear a lot – a lot – about 5WPR’s clients and the daring deeds that Torossian accomplished on their behalf. But you’ll also glean helpful tips on PR that cut through the cacophony. getAbstract believes PR professionals, including beginners who are just finding their way, can benefit from this book.

Summary

The Benefits of Public Relations

Many business owners lack a basic understanding of public relations. They consider it a luxury, are unsure of how much benefit it provides and worry that it will be a poor investment. But in today’s dynamic media landscape, PR is more important than ever. Although multiple avenues exist for conveying your message, many voices compete with yours. Social media compel companies to be connected and ready to answer comments or complaints with thoroughness and care – a challenge in today’s fast-paced environment.

PR is cost-effective – much less expensive than advertising – and it can reach your audience via a variety of media. PR is imperative in an emergency. If British Petroleum (BP) had handled its clumsy response to the Gulf Oil spill more deftly, it could have minimized the damage to its reputation. Firms must base their PR on truth. Analyze your firm’s strengths and weaknesses and communicate honestly about them. For instance, highlight a special aspect of your business in a PR campaign, like Manhattan’s Washington Jefferson Hotel, which promoted its affordable, small rooms as a benefit for tourists who prefer to spend their money ...

About the Authors

Ronn Torossian founded and serves as chief executive officer of 5W Public Relations. Karen Kelly is a business writer.

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