George R.R. Martin, Game of Thrones & Mastering Cross-Promotion

2014-04-28 by Ronn Torossian

ronn-torossian-game-of-thrones One of the least used methods of excellent PR lies in the application of well-placed praise of others in your field. You see it in awards shows when stars of stage, screen, and music applaud each other. And, you see it in business when brands offer tacit approval or outright praise of others in connected – if not competitive – fields.

George R.R. Martin, the author of the “A Song of Ice and Fire” series which is the inspiration for HBO’s Game of Thrones is riding high right now. The award winning author and TV writer, is at the pinnacle of his personal success. But, oh, about that book series. See, it’s not quite finished, and fans have been waiting a LOOOOOOOONG time for the next installment. So strong is the enthusiasm for the next book that Martin cannot seem to escape questions about it. At the Emmy awards, at conventions, in book discussions, and endlessly online, the author is under the gun with antsy fans.

So, what can he do to stay front of center without being blasted with questions he can’t – or would rather not – answer? Simple. Change the subject, but keep himself at the center of the conversation.  Deflection is a classic PR move which Martin pulled off marvelously in a recent blog post.

Instead of answering fans’ questions about book progress for the umpteenth time, Martin suggested several books by other authors his fans may enjoy in the interim. In this, Martin shows an understanding of his market’s appetite and its habits. They are going to read, anyway. They may even read some of the same books. Now, they will read those books at the request of Martin. So, instead of being connected to frustration and unrealized expectations, Martin is once again completely connected to someone enjoying a book.

How can you use carefully expressed cross promotion to benefit your own brand? Answer that question with as much market understanding as Martin, and you will enjoy the fruits of very well played public relations.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 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 200 professionals in the company's headquarters in midtown Manhattan. 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 lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities