5W Public Relations Founder On PR Collaborations  


Brands are always looking for new ways to stand out and get noticed in the world of public relations. Collaboration has become a popular strategy to boost reach, foster creativity, and achieve PR goals. But before companies jump into a brand collaboration, there are some important things they should consider.

The allure of collaboration

A well-orchestrated brand collaboration can be a PR triumph, bringing together strengths and creating something greater than the sum of its parts. There are a few potential benefits that might make companies consider adding collaboration to a PR effort.

Expanded reach and brand awareness

Brand collaborations can help a brand connect with its existing audience and the loyal following of the collaborator. Companies can reach new demographics and geographies through these collaborations, increasing their reach and awareness.

Credibility boost

Partnering with a respected brand can boost trust and legitimacy. It’s crucial to choose a collaborator aligned with the company’s values and resonating with the target audience. Consider it as borrowing the established reputation to enhance the brand’s image.

Innovation and creativity

Two minds are often better than one, and the same applies to brands. Brand collaboration fosters an environment where fresh ideas and innovative campaigns can blossom. This can lead to unique content, engaging experiences, and campaigns that wouldn’t be possible individually.


Sharing resources and costs can be highly beneficial, especially for smaller brands. By pooling resources, companies can access bigger productions, and wider media coverage, and achieve impactful results without breaking the bank.

Increased sales and engagement

brand collaboration can generate buzz for both brands and result in more customer interest, sales, and engagement. It’s a win-win situation, attracting new customers and strengthening existing relationships.

Finding the right harmony

Choosing the wrong partner can be disastrous. Ensure that the potential collaborator aligns with the brand values, target audience, and overall image. A mismatch can lead to dissonance and damage the company’s reputation.

Managing expectations

Clear communication and defined roles are crucial for a successful collaboration. Establish expectations, responsibilities, and goals upfront to avoid communication breakdowns and ensure everyone is playing the same tune.

Sharing the spotlight

Credit and success allocation can be tricky. Discuss beforehand how the company will share credit for the campaign’s achievements to avoid conflict and ensure both brands feel their contribution is recognized.

Legal and contractual nuances

Companies that are collaborating should never forget the fine print. Clearly written contracts and agreements are essential to protect both parties and avoid legal disputes down the line.

Beyond collaboration

In addition to brand collaboration, companies can achieve PR success through alternative strategies. Community engagement, influencer marketing, and cause marketing are effective approaches. These efforts help companies reach specific audiences, establish trust, and enhance their brand image.

Ronn Torossian founded 5W Public Relations.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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