Bowl Games and PR

New Years means bowl season for college football fans. These games mean huge PR opportunities for brands across the nation. But, is the PR, and exposure gained from being a bowl headliner all that it’s cracked up to be? Ronn Torossian discusses:
At one point in history, not that long ago, there were only four college football bowl games: the Rose, Sugar, Orange, and Fiesta. Then, as more money flowed into the sport, and more schools wanted more opportunities for postseason play, more and more bowl games were added to the schedule.
On the surface, this seems like an incredible opportunity for smaller brands to get in on the action. Many took advantage, and found their brands launched into the national spotlight. Then, more and more followed suit.
But how, exactly, is this national PR benefitting the programs? Ronn Torossian examines the pros and cons.
PRO – A very public banner mention
Bowl Games, even the small ones, get an inordinate amount of media coverage. A huge win for brands trying to garner a more national following. Just ask Papa Johns, or Meineke.
CON – Perceived levels of importance
Bowl games have levels. It’s unavoidable. In fact, the day on which the games are played can even be an indicator of where they fit in the pantheon of college postseason play. The further away from Christmas, the more important the game. When a brand chooses to sponsor a game, the importance of their brand is tangentially connected to the importance of the game.
PRO – Hours of advertising
When a brand sponsors a bowl game, they are not paying for commercial time. They are paying for hours of advertising, and name repetition, for weeks before, hours during, and days after a game. This is a huge benefit.
CON – Brand type casting
Some brands reach levels of success that plateau. Sponsoring the same mid, or low level game, year in and year out, can create a brand typecasting scenario that pigeonholes the brand. At this point, the brand in question can choose to use this coverage as a way to connect with their audience, or just be content with the name recognition. Choose the former and reap the benefits. Settle for the latter and end up typecast.

Source:http://www.ronntorossianupdate.com/

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3 tips for new ventures with a PR spin

You may never have heard of Max Gouchan, but would you pay attention if we told you the Norwegian entrepreneur started his own oil company at the age of 18, and is now a massive international success? Recently, he gave a keynote speech in which he outlined 3 struggles he overcame, and the lessons for new ventures this success taught him.
Ronn Torossian, CEO of 5WPR, and one of the top public relations minds in NYC, takes Gouchan’s tips, and adds a priceless PR touch.

#1 – Lack of Knowledge

Initially, Gouchan says he felt he could not do what he wanted to do. He lacked the engineering knowledge, and if he went and got that knowledge, he faced a ten-year delay. Torossian says there is a similar struggle brands face in the PR industry. They want to get the word out, but they don’t have the knowledge, or the time to acquire it. Both Gouchan, and Torossian have the same answer: Find someone who does. Don’t struggle with your limits. Find the best possible person you can and get them working on what you cannot.
#2 – Lack of Money

Gouchan says the money is out there if you know where to look, and are willing to keep asking. Torossian agrees. The press coverage is out there. Media needs to fill time slots, and column inches, so they need stories. When you need money, you need to find an investor who appreciates, and is willing to support what you are doing. When you need press coverage, you need to find the right publication. One that will support you and feels your story is one worth investing in. There is no secret to this, or insider trick.

It will take work, and you will hear  “no” many times, before you get a “yes.” But if you don’t quit, and you are willing to learn from your mistakes, you will get that yes.

#3 – Lack of Time

Gouchan said he wanted to get to the end of his life, and not have regrets. He wanted to do what he wanted to do, so he made time to pursue his dreams. Torossian says, if you want to look back on your business’ reputation and have more PR wins than losses, you have to make the time to do it right. Just like with your time, if you are lazy about your approach to public relations, time will go by, and you will not reach your goals. But that time is going to go by no matter what you do. Why not invest it in a plan that will produce results?

“It’s just like a New Years resolution.” Torossian said, “Millions will promise to diet, and get in better shape next year, but only about 3 percent will actually succeed. Similarly, millions of companies will plan to use PR to grow next year, but they will not craft a plan and work that plan, so they will finish the year without seeing that growth.”
“It’s a simple equation, really, but your ‘want to’ has to conquer your doubts, your lack, and your comfort zone.”

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