Public relations is a crucial part of success for every person, brand, and business today—and using it effectively is key. In this updated and revised edition of For Immediate Release, Ronn Torossian, founder and CEO of 5W Public Relations, provides a candid insider’s take on how businesses and individuals can use a strategic mix of psychology, research, data, aesthetics, and digital and intuitive common sense to work with—and sometimes defend against—the media to create winning narratives and achieve positive public recognition and interest. Torossian explains how and why authentic PR and marketing is vital in a competitive and highly fractured marketplace, along with the astonishing results PR can accomplish when done right.
In today’s environment, filled with nonstop news cycles and where reporters, bloggers, citizen journalists, and others create news, shape opinions, and drive trends more quickly than ever, For Immediate Release makes a compelling case for PR’s value to Fortune 500 companies, executives, entrepreneurs, entertainers, politicians, and individuals.
We all have something to gain—and lose—when perception equals reality.
Torossian shows how to win positive media, become a thought leader, and:
- Frame debates and control conversations
- Capitalize on your strengths to make compelling arguments
- Build on great press and cultivate meaningful media relations
- Prevent or transform crisis situations
- Leverage the latest PR and marketing tactics to drive revenue
- Use PR and content to manage digital media and search engine results
Insights from the nitty gritty world of PR include examples from the PR industry’s most creative and innovative CEO, For Immediate Release provides targeted, tangible, and useable information every business and brand needs to succeed. See the positive difference effective PR makes through compelling case studies including a variety of iconic brands like Louis Vuitton, CareerBuilder, Netflix, Boeing, and Chipotle, and exciting contemporary businesses like Two Roots Brewing, LOGIC, Ruby Love, and Mirror.
For Immediate Release is an indispensable guide to help any size organization thrive in today’s hypercompetitive marketplace.
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|Publisher:||BenBella Books, Inc.|
|Product dimensions:||5.90(w) x 8.90(h) x 0.90(d)|
About the Author
A semi-finalist for Ernst & Young’s Entrepreneur of the Year, Ronn Torossian was named to PR Week's "40 Under 40" list, Advertising Age’s "40 Under 40" list, and is a member of Young Presidents Organization (YPO). He has worked on PR programs for clients including Whole Foods, Coca-Cola, Microsoft, Barnes & Noble Online, Evian Natural Spring Water, Anheuser-Busch, IHOP, Harrah’s Entertainment, Fortune 100 mainstay EDS, VeriSign, XM Radio, Seagram’s, The Loews Regency, Marriott Hotels, Vail Resorts, Phillips-Van Heusen, McDonald’s, The Ice Rink at Rockefeller Center, Ahava Skin Care, Weatherproof Garment Company, Bad Boy Worldwide Entertainment Group, Pamela Anderson, Snoop Dogg, Lil’ Kim, the Government of Israel, and others.
Karen Kelly is a journalist, writer and editor. You can visit her at karenkellywriter.com.
Table of ContentsCONTENTS
CHAPTER 1The New Power of Moving People, Shifting Minds | Public Relations Is More Relevant Than Ever
CHAPTER 2Play to Your Strengths | Understand What You’re Good at and What You’re Not Good at
CHAPTER 3Be True to Yourself | Don’t Fight Your Core Values and Principles
CHAPTER 4Talk Isn’t Cheap—It’s Undervalued | Communication Is the Front Line of Good PR
CHAPTER 5Is Everyone Happy? How PR Can Help Retain Old Customers and Win New Ones
CHAPTER 6Getting Out in Front | Capturing Media Attention
CHAPTER 7The Media Can Be a Friend or Foe | The Press Has a Job to Do—You May Not Like It
CHAPTER 8 Crisis Demands Strategic Immediacy | Problems Don’t Go Away on Their Own
CHAPTER 9 Give More to Get More | Charity Is Good PR Work
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ACKNOWLEDGMENTS AND RESPECT