Ronn Torossian

Biggest PR Scandals in 2019

Ronn Torossian

As we look ahead to 2020, it pays to look back at some of the PR disasters of 2019, to glean lessons from the mistakes others made. Some massive, worldwide brands and household names found themselves in need of crisis PR help.

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Notable Sports PR Misfires in 2019

Ronn Torossian

As 2019 draws to a close, it could be instructive to look back at some of the notable sports PR misfires over the past year. We’re not ranking them or comparing them, only looking to see what we can learn from them. The New England Patriots were back in the news recently as what’s being […].

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 Virtual Influencers: Passing Fad or Sign of the Times?

Ronn Torossian

The growth of influencer marketing is undeniable, and the industry is no longer limited to humans; from cats, dogs, and even rabbits, it seems like anyone can become an influencer in this multi-billion dollar industry.

TOP OF (MARKETERS’) MIND

Ronn Torossian

Experienced marketers know what it takes to be successful but there’s much to be said about cross-channel communication and collaboration within many organizations.

Harness the Power of Influencers and Advocates

Learn how to find and use influencers and advocates to gain buyer's trust on your behalf.

Strong Audience Persona Can Boost a Marketing Plan’s Effectiveness

Ronn Torossian

When pushing out content that potential customers of a brand will see, how much thought are you putting into the message? Sure, there is the part of the process that involves writing copy — but what sort of voice does this copy have?

HOW CEO’S CAN ACTUALLY LEARN A LOT FROM TV PERSONALITY MR ROGERS

Ronn Torossian

“It’s not so much what you have in this life that matters. It’s what we do with what we have.” That’s one of thousands of quotes by Fred Rogers, star of the popular TV show for preschool children, Mister Rogers’ Neighborhood.

This is How Brand Marketing Will Thrive in 2020

Ronn Torossian

Brand marketing is a hot topic of conversation among marketing professionals. As the traditional norms of marketing give way to the all-out blitz that is digital marketing, it’s beneficial for brands to do their best to look ahead and try to anticipate what’s coming.

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WHAT YOU SHOULD CONSIDER FOR YOUR BUSINESS IN 2020

Ronn Torossian

There’s a line in that old traditional New Year’s song that says “should old acquaintance be forgot,” which is appropriate with the holidays behind us. Boston-based ecommerce company Databox recently surveyed 100 marketers and asked them for their input on the new year.

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The Real Problem with Peloton’s Ad

Ronn Torossian

A young mother exercises on a stationary bicycle in the comfort of her home and the internet erupts. Perhaps this is a question that the fitness equipment company, Peloton, is wrestling with at this exact moment.

Top 15 Free PR Ideas to Grow Your Online Business

You've got a great idea, you've built your killer team, and you've maybe even gone through the first round or two of funding.

Photography Matters: Why Investing in Quality Photos Boosts Marketing

Ronn Torossian

Sandra is a small business owner. She runs a small coffee shop near the beach that also doubles as a yoga studio. It’s the perfect combination of relaxation and a quiet work environment, and she enjoys catering to wellness-minded individuals.

One Size Fits All

Ronn Torossian

One size fits all is a term that came out more than 50 years ago to let folks know that certain garments could be worn by people of just about any size. However, in the area of marketing, that phrase should have no value at all. Marketers who still practice this approach are excluding many […].

 Marketable Skills Job Applicants Should Focus On

Ronn Torossian

The job market is competitive, and one big difference between the modern workplace and that of decades past is that the competition now comes on both sides of the hiring table.

How to Generate Engagement

Ronn Torossian

As Lose it! hadn’t always relied on user-generated content, the brand announced the program on its app to help their pre-existing users learn about the opportunity to share their own experiences.

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How to “Kill It” During Your Next Big Change

When it comes to change communication, employees need your help to understand what’s happening. Use these four steps to help employees navigate change.

Does Artificial Intelligence Have a Place in Public Relations?

Ronn Torossian

The term “artificial intelligence” may call to mind more imagery of robots than useful algorithms. Like it or not, artificial intelligence, or AI, has become an integral part of today’s society.

Startup Woes: How to Stay Organized with a Startup Marketing Strategy

Ronn Torossian

It happens quite often in startup culture. Brainstorming sessions happen, and countless bright ideas are conceptualized and developed. Too much of a good thing is never bad, right? Well, not quite.

Tweaking the Digital Strategy

Ronn Torossian

With marketers gathering more and more data, the tsunami of information might tend to be overwhelming. That’s certainly understandable. How to deal with and maximize this flood of information can be challenging.

AI is the Answer

Ronn Torossian

Contrary to what some people may have heard, robo advisors can actually improve relationships with clients if managed wisely. Recent reports about how data can discriminate in interpreting results may be true, but managed fairly and wisely, AI can be an extremely powerful ally in nurturing customers.

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Persona: Guide and History of Persona Marketing

Ronn Torossian

Until 1983, when a software developer Alan Cooper pioneered the concept of customer persona, the word “persona” had been used in entertainment magazines to compare a celebrity whose public persona was bright and bubbly to one of being quiet and reclusive in private.

The Shifting in Brand-Influencer Relationships

Ronn Torossian

It seems that any time a user logs into Instagram, there are countless posts promoting certain brands. Gym wear, supplements, hair products, skincare, sports treatments, CBD — the list goes on and on. Influencer marketing is a very real niche of digital marketing, and it’s here to stay.

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What’s The #1 Priority Of B2b Marketers?

Ronn Torossian

According to Content Marketing Institute’s recent research, it’s lead generation. A whopping 85% of respondents said so with only 41% reported feeling confident generating leads.

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Essential Skills Every Marketing Professional Should Always Be Improving

Ronn Torossian

In any profession, there are countless opportunities for continuing education. And rightfully so — every industry is constantly evolving and requires new things from those that work in them.

Life In The Fast Lane

Ronn Torossian

When the Eagles recorded the song, “Life in the Fast Lane,” back in 1976, boomers (born between 1946 and 1964) had lived through a lot. They were witnesses to race riots, the Vietnam war protests, the man on the moon, the assassinations of JFK, MLK, and RFK, and the civil rights movement.

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How to Launch a Successful Podcast

Ronn Torossian

So you’ve heard the hype about Podcasts, and think you’re ready to start a podcast for your brand. As you plan your plan of attack, here’s some tips to ensure you make the biggest splash possible on your launch week.

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What Your Degree in Public Relations Will- and Won’t- Teach You

Ronn Torossian

Whether you’re a first year PR student, third year engineering whizz considering a career change, or recent graduate weighing your options, a career in public relations has appeal.

Do You Have a Pre-Crisis Checklist?

Ronn Torossian

Crisis communications is a key aspect to public relations. Crises will come, and, usually, they will come unexpectedly. But that doesn’t mean you should not be prepared. In fact, if you want to achieve the optimal resolution to any PR crisis, you need to have a plan in place before the crisis erupts.

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Is Influencer Marketing In Trouble? How Murky Waters Could Signal Trouble Ahead

Ronn Torossian

Influencer marketing, as perennially popular as it has been, has always been a bit of a mystery. Yes, the tactic obviously works well or so many brands would not employ it.

In the Name of Purpose: What Core Purpose Drives a Business?

Ronn Torossian

The term “brand purpose” was designated by the Association of National Advertisers as the Marketing Word of the Year in 2018.

News Analysis or Viral Marketing? Staying Relevant in PR

Ronn Torossian

Within the public relations industry, staying relevant and fresh can present an ongoing challenge for businesses looking to improve their image. Staying relevant often means tagging along with current headlines or new stories as they fit the brand, but is there such a thing as “selling out”?

Digital Marketing Success Takes Time: Tracking Progress for the Long Haul

Ronn Torossian

As with any other project, success in a digital marketing campaign can take some time to gain traction and show results. It’s important to exercise patience with marketing campaigns, as acting hastily can signal the wrong message to consumers.

The New Breed of Aspirational Marketing

Ronn Torossian

Until recently, the idea of a tastemaker or an influencer was centered around the idea of what could be. Often, content posted by influencers was so out of reach for the average consumer that it mostly served to make onlookers feel bad about themselves.

The New Breed of Aspirational Marketing

Ronn Torossian

Until recently, the idea of a tastemaker or an influencer was centered around the idea of what could be. Often, content posted by influencers was so out of reach for the average consumer that it mostly served to make onlookers feel bad about themselves.

How Artificial Intelligence Can Be Implemented into Even Simple Marketing Strategies

Ronn Torossian

A customer logs in to her Facebook account and pulls up the business page for a boutique clothing store that she’s been seeing frequent advertisements for. Sometimes, she’s a bit creeped out by how well the social media algorithms seem to know her.

Crisis Management and Communications Go Hand-in-hand

Ronn Torossian

In an earlier article the discussion focused on the importance of convincing senior management about the need for crisis management and communications. The two go hand-in-hand and must stay together.

Behave Like a Nonprofit

Ronn Torossian

They say nonprofits should think and behave more like for-profits but what if the paradigm was turned upside down? One thing top performing nonprofits do better than a lot of companies is stewarding their donors.

Everybody Loves A Traffic Jam

Ronn Torossian

That’s not something to look forward to while crawling along in rush hour traffic when heading home or to the office. But for companies doing business online, a traffic jam is a completely different, and much more desirable, thing.

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Help is More Than a 4-Letter Word

Ronn Torossian

The help link on your website can do a lot more than answer questions. Done properly, it can generate more leads and business to you. Some customers aren’t ready or just don’t want to talk directly to a representative. Help can also be an asset.

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How Savvy Marketers Find Opportunity Everywhere

Ronn Torossian

Today’s digital marketing environment can be a bit intimidating for those who are unfamiliar with how to tackle so many different options for where to reach consumers.