Public relations is an industry in which it is not easy to determine an exact return on investment. There’s nary a PR agency in 2012 that works strictly in media relations (which can be measured). Ronn Torossian's 5WPR, provide full service marketing and PR services.
So what are some byproducts of PR that aren’t easy to match with an exact dollar figure?
INFLUENCERS: Malcolm Gladwell in his book “The Tipping Point” called it “The Law of the Few” where he said: ”The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Economists call it the “80/20 Principle” – where 80 percent of the ‘work’ will be done by 20 percent of the participants. Influencers move sales oftentimes, and a good PR firm can connect clients to influencers. Whether with it’s cool and connected moms (like we do for client brands like Bornfree), nightclub/entertainment mavens who can influence celebrities (i.e. Mark Birnbaum of EMM Group), or in politics (where you can reach lobbyists or uber-influential attorneys like Jay Sekulow).
INTRODUCTIONS: A good PR company introduces clients to one another and connects people together. I learned last week that a client we had represented for three-plus years until the midst of the economic downturn forced the company to pare budgets had recently completed a major deal with another former client of ours. It took time – as many big deals do, but it’s not something which is directly measurable when one looks at the “ROI” of PR.
PUT THE TWO TOGETHER: We have a client who we have represented exactly 1 year – their annual budget with us is around $125,000 and we have done absolutely amazing work, as the client regularly tells me. But on off days he’s complained to me that the company web sales from PR aren’t exactly where he wants them to be. (He cited it when giving us a minor raise for Year 2 of our program.) He says PR should move the mark more. Lo and behold, at his industry’s largest annual trade show, one of America’s largest wholesalers sought the company out at the show and bought a huge amount of product – and cited the outstanding publicity program and a specific placement we had secured. Was thrilled to hear it – and yet another proof of PR’s tremendous ROI.
Of course, traditional and digital PR programs, media relations and all the rest are obvious ROI’s on top of the above bullet points. With public relations recently being named for the second year in a row as one of the most stressful jobs in America, all of us in PR have to do more to educate clients on the tremendous ROI which an effective Public Relations program has.
Ronn Torossian is the CEO of 5WPR, a Top 25 PR Agency and author of Amazon best-selling PR book “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations.”
It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive—and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency, For Immediate Release, Ronn Torossian, CEO of 5WPR reveals how public relations can do just that—while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google).
For Immediate Release will show you how to:
Frame the debate and control the conversation
Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them
Promote the interests of your brand or business; deter or potentially stop what is not in your interest
Build on great press, and avoid or minimize bad press
Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see
Handle a crisis in the most effective and efficient manner
A book excerpt from Ronn Torossian, CEO of 5WPR best selling PR book – “For Immediate Release”
Never Enough: Build on Every Media Hit
When we secure features in media, it’s just the beginning of the value of a media hit. Articles are often more valuable after they are published than when they first come out. Some tips on making that media mention last:
• Create a PR book. Get yourself a few three-ring binders and place your brand’s name and logo on the cover. Fill it with copies of media mentions and articles. Place a binder on your desk, in your reception area, and give one to your C-suite executives and sales managers.
• Frame reprints and line your walls with them.
• Take excerpts from the media and utilize them in marketing materials and advertising (“According to XYZ News outlet, CEO John Doe is a leading strategic thinker . . . ”).
• Post articles on your company website and Intranet for both Web visitors and employees to see. (And, of course, link articles properly for SEO building, use the material on social media, and so on.)
• Send article mentions to a robust e-mail list of past and present customers and constituents, opinion leaders, bankers, investors, key vendors and clients, political leaders, and media contacts.
• Use media mentions to recruit.
I am proud that my Public Relations Agency, 5WPRis one of the few to be open during Xmas and New Years – and whenever anyone asks me why its a fairly simple answer – Do newspapers still publish, and TV still do stories ? As long as the answer is yes, then we too will be open.
Public relations are an inevitable part of any successful organization; an effective PR agency works wonders for any company by helping it to achieve its desired goals and objectives. As an esteemed public relations entity, 5WPR has been associated with providing exceptional services to many companies, including fortune 500.
It has been ranked as one of the top 25 PR agencies in the United States today. Its name was inspired by the top 5 questions asked in the PR business; Who, What, Where, When, and Why. From its humble beginnings in 2003 Ronn Torossian made a mark for itself in the world of Public Relations.
5WPR offers its expertise in consumer products, corporate communications, health, beauty, travel, lifestyle, fashion, food, beverages, and crisis communication, non-profit, event marketing and social media. It helps to reach the consumer base of the companies with events designed to capture their imagination. The comprehensive strategies of this PR firm are based on strategic marketing, good media relations, networking and search engine reputation management.
Search engine reputation management strategies are the most compelling internet tools that are used to tackle the negative publicity of the individual client, as well as their companies. At 5WPR, the focused and smart staff helps by placing tactical stories in diverse markets and sectors under a comprehensive approach to enhance an organization’s public relations and driving web traffic towards their digital presence.
Ronn Torossian helps the biggest as well as the smallest organizations with an effective and customized public relations campaign, along with reputation management which is focused on the return of investment and an effective outreach to the consumer base. In this fast developing global era, businesses have realized the need and importance of public relations in order to survive in this competitive world.
Therefore, only a reputed and reliable PR agency like 5WPR, can lead you towards success with their innovative concepts and result-oriented strategies formulated under best public relations campaigns and publicity processes.
To find out more about the roles of a PR agency and the advantages, please visit www.5wpr.com