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Creating Working Relationships with Members of the Media: Video Leadership Seminar with Ronn Torossian of 5W Public Relations
ExecSense, Aug 2007, Minutes: 25
The goal of this Video Leadership Seminar is to provide executives and marketing professionals with essential information about working with the media. DVD is viewable on any computer or iPod (that supports video) and features 25 minutes of live video with Ronn Torossian of 5W Public Relations sharing his knowledge and experience on creating and maximizing relationships with the media. The Video Leadership Seminar provides specific strategies on how to establish key media relationships, networking and the how to position information as newsworthy.
Topics covered in the Video Leadership Seminar include:
- Key steps for developing a working relationship with the media
- Presenting your image
- Creating your story for the media
- Hiring a PR firm
- Media: ally or foe?
- Hypothetical situations and case study
Samples of the types of questions answered in the Video Leadership Seminar include:
- What is the scope of the media industry today? Who do executives have to be concerned with?
- Which media sectors are most responsive to working relationships? Why?
- Which media companies have policies and procedures favorable to developing executive relationships?
- What would you say are the 5-7 key steps for developing a working relationship with the media?
- How does the executive define the boundaries of the relationship?
- What governance issues must be concerned when developing the relationship?
- How does the media relationship serve the company?
- How is a damaged relationship repaired? What are the professional conventions and courtesies?
- How much time do executives allocate to fostering media relationships?
About the Author
Ronn Torossian is the Founder, President & CEO of New York City based 5W Public Relations. Since founding the firm, he has overseen the companys rapid growth and expansion to the Los Angeles market, and provided advice and counsel to hundreds of companies, global interests, high-profile individuals, regional businesses, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. A nationally recognized expert in PR, Torossian is known for his aggressive, results focused orientation, and has close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossians client experience includes overseeing public relations programs for Coca-Cola, McDonalds, Evian, EDS, LA Gear, VeriSign, Seagrams, Bad Boy Worldwide Entertainment, Marriott Hotels, Russ Berrie & Company, NICE Systems, Pamela Anderson, Lil Kim, the Government of Israel, President of Serbia, Avenue Stores, Trinity Broadcasting Network, and others. Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Groups (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. Referred to by The NY Post as a 'publicity guru', by Fox News as a 'high-powered PR CEO', by CNN as 'a leading PR expert', Torossian was recently named by a leading PR Magazine as 'One of 15 To Watch', and is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, ABC, NBC, The New York Times, and others. CBS National News said 'Ronn Torossian knows spin,' and a 2005 NY Times feature story on Torossian referred to him as 'The consummate hard-driving, scrappy NY publicist.' Torossian was named to Advertising Ages 2006 '40 Under 40' list, is a regular lecturer at Universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.
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