Public Relations Acts as a Slingshot for Startups

2015-03-17 by Ronn Torossian

public relations startups

-Learn how using a strong Public Relations plan from the beginning, can help slingshot your startup in this guide by 5WPR CEO Ronn Torossian-


The use of public relations can mean the difference between a failing business and one that catapults to success. Public relations is the spread of information from your business to the general public. This aspect of a business scheme is extremely important for building and maintaining a relationship with your target audience and possibly attaining partners, employees or investors.

A public relations firm is a team of professionals who aid up-and-coming businesses in forming a media reputation. They analyze your business goals and target audience, and come up with the best way to present it to the media.

Information can be spread in a variety of ways, some being the use of press releases, media relations, outreach programs, and the use of social media. Because public relations firms have personal connections with journalists, they are effective middlemen between the business owner and a media which can often seem out-of-reach, especially for startups.

In our digitized world, the use of online media to create a presence for your business is often the best way to reach out to consumers. The social media boom has allowed news to be spread around the world in minutes.

While traditional PR professionals focus on relationship building, digital PR professionals specialize in Search Engine Optimization and link optimization to draw consumers in based on the words they’re likely to search, or what will grab attention. Though this modern take on public relations is a fast way to draw in crowds, using both traditional and digital approaches together is the most effective way to get a lot of exposure.

Knowing your audience and making connections that will get their attention comes before building any sort of digital presence. When it comes to PR firms, the most successful firms use multiple approaches to get your company as much attention as possible.

The owners of a company have the most control over its publicity. A public relations firm should never produce a false image of the company they represent. This is why it’s important, when interacting with a PR firm, to communicate in detail what you want the public to see.

This may include putting your image forth with graphic design (logos, business cards, etc.), video advertising, podcasts and e-newsletters among other methods. Knowing what your company is and what it sets out to do makes the relationship between company and PR professionals easier for everyone involved.

The writing or copy that goes with what you put out is crucial because it’s how potential stakeholders hear the company’s voice and decide if it’s something they’re interested in. PR firms will help a company with speech writing, copywriting, and press release writing in a way that matches the company’s image and hooks people in. PR firms can also come up with crisis management plans in the event of bad press.

Crisis management experts are trained to divert media attention from situations that put the company in a bad light, enlist spokespeople for public apologies, and analyze a company for potential crises to prevent them from happening.

There are hundreds of PR firms out there. Explore what each offers in terms of services and pricing.

Have a look at the firm’s client list before making a choice. Firms are often broken up into sectors or departments based on the services they offer, so be prepared with a business plan and questions before contacting one. Remember that public relations acts as a slingshot for startups.

If fast business growth is what you’re looking for, contacting a public relations firm is a smart step to take.

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 250 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