Build on Every Media Hit – From Ronn Torossian’s PR Book For Immediate Release


A book excerpt from Ronn Torossian, CEO of 5WPRbest selling PR book – “For Immediate Release”


Never Enough: Build on Every Media HitWhen 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

10 Must-Read Public Relations And Marketing Books

 This post is by:Ronn Torossian, 5WPR
Owning 1 of the 25 largest US PR Firms, I am regularly asked about the best  Public Relations books and as such, in no particular order wanted to offer my  thoughts of the Top 10 PR books, and marketing  books. This list is quite subjective, and one which is meant as a guidepost for  those wanting to become the best in the industry – hence rather than reading  books strictly about PR, related books are on the PR must read list.In no particular order:

  • “How to Win Friends and Influence People” by Dale Carnegie: This book has  been called the Public Relations bible – Having sold over 15 million copies  since 1st being published in 1937 as Carnegie states in the book “success is due 15 percent to professional knowledge and 85 percent to “the  ability to express ideas, to assume leadership, and to arouse enthusiasm among  people.” It’s a classic and a great one.
  • “The Tipping Point: How Little Things  Can Make a Big Difference” by Malcolm  Gladwell: An enjoyable, great read which tells us how “Ideas and  products and messages and behaviors spread like viruses do.” Understanding the  power of audiences and to whom, and how to communicate is a core necessary value for  all in PR & marketing.
  • “Crystallizing Public Opinion” by Edward L. Bernays: The first book by the  man considered to be the father of public relations, Bernays combined crowd  psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, to  become the first thinker to explain how PR could thrive by managing public  opinion. Amazing how true that even today his book rings true, including the  statement:  “Perhaps the most significant social, political, and industrial  fact about the present century is the increased attention which is paid to  public opinion.”
  • “Thank You for Smoking” by Christopher Buckley: While the movie wasn’t  great, the novel most certainly is.  The book features a Big Tobacco  representative who does a great job of defending not only tobacco companies but  also those who partake in the dangerous habit of using their products. Good  read.
  • “Confessions of an Advertising Man” by advertising legend David Ogilvy – There are similarities between advertising and PR and understanding marketing  and advertising from 1 of the greatest advertisers ever is necessary reading for  all in PR.  It’s a well written clean book which breaks out his concepts  tactics, and techniques and are a must-read for anyone in business – and  particularly marketing and PR.
  • ”It’s Not the Big That Eat the Small…It’s the Fast That Eat the Slow: How  to Use Speed as a Competitive Tool in Business” by Jason Jennings and Laurence  Haughton. Media moves very fast, and as a 2011 survey indicated, being a Public  Relations pro is the 2nd most stressful job in America. Moving fast  is core to the PR business and necessary to thrive.
  • “Reputation Rules: Strategies for Building Your Company’s Most Valuable Asset” by  Daniel Diermeier: This professor from the Kellogg School of Management tells us  how “In our lightning-fast digital age, a company can face humiliation and  possibly even ruin within seconds of a negative tweet or blog post.” Fascinating  examination of understanding the importance of reputation.
  • “Spin: How to Turn the Power of the Press to Your Advantage” by Michael S.  Sitrick – Written by the founder of a major crisis PR  firm, the book is an insider’s guide into the world of crisis  communications.  It’s a crisis PR handbook.
  • “Game change: Obama and the Clintons, McCain and Palin, and the race of a  lifetime” by John Heilemann, Mark Halperin: “This shit would be really  interesting if we weren’t in the middle of it.”—Barack Obama, September 2008. A  fascinating insiders take pulling back the curtain – and media insight on the  fascinating presidential campaign which saw Obama’s rise to be the most powerful  man in the world.
  • “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with  Game-Changing Public Relations” by Ronn Torossian:  Naturally, my PR book is a must read – it’s also the 1st book  by the owner of a top 25 PR Agency. The book details how valuable  public relations is – how public relations can define brands; help companies and  individuals court the press or avoid it; grow business; resolve crises quickly;  improve search results on Google  and so many other things.  Effective PR makes such a difference – and I  have many case studies and great stories to illustrate it.  Buy this book  at:

So, there you have it – 10 must read Public  Relations books. Now you have the required PR reading list.

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