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CEO Thought Leadership Series from Trade Show

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CONTENT CREATION TO EARN MEDIA WITH RONN TOROSSIAN

Ronn Torossian, President & CEO of 5WPR, joins Doug Simon on VlogViews to discuss earning media in a changing landscape and ways that you can use content creation to tell your story to the press.

If you would like a copy of the D S Simon Media Influencers Report: please click here.

Ronn Torossian’s VlogViews:

“We’re storytellers; this industry is about telling a story and I think that earned media for us at this agency is something that will always be a part of who we are, media relations is not a bad word at 5W PR. We dial, and we call media and we have relationships. However, of course, as part of telling a story, digital is a part of that story, and we use it constantly in a variety of different ways for many different purposes for a variety different reasons, but digital is here and it’s here to stay and you have to adapt to the changing world and we’re going to continue to do that.”

“Staffing in the news room is down and therefore if you make it easy for them to use your video, they will, we do a tremendous amount of crisis work, and when it’s high profile crisis work, I don’t need to put my client on the camera anymore and subject them to the questioning of ABC, NBC and FOX. If it’s a high enough profile story, I know that I can do a video and everybody is going to pick it up. I can media train my client, I can cut my video 3, 4, 5, 6 different times. Now the media might not love that because they want the full access, but if it’s the middle of the crisis and it’s a high profile story, we’ve done it on a number of different occasions where we’ve changed the story tone by using video and that’s just one example of I think creating content which really matters and which benefits frankly the media and ultimately for us, we’re serving two masters, we’re serving the client and the media.”

“This whole concept of media not trusting PR, media loves to hate on PR, I don’t spend too much time really worried about that. I think that at the end of the day, relationships matter. Do I think there should be disclosure; yes I think there should be disclosure.”

 

Doug Simon’s VlogViews:

“One of the other findings was about trust being a problem and I think from your perspective, is that if agencies are not involved in earning media when a crisis hits and they need to earn, if you have that ongoing relationship, you’ve built that trust, they know they can rely to you to be a straight shooter, even if it’s when your client can’t make a comment about something, the relationship is there, it is so important when there is that crisis moment.”

If you would like a copy of the D S Simon Media Influencers Report: please click here.