--David A. Steinberg, founder and CEO, CAIVIS Acquisition Corp
"Torossian's "For Immediate Release" is a fearless, bold, clear, honest, and practical look at how PR shapes minds, ideas, and businesses. It is required reading for any business or brand interested in making an impact in today's 24/7 media world."
--The Shark Daymond John, founder, president, and CEO of FUBU
"Ronn Torossian is a master of his craft and understands the fine art of PR and marketing. He lifts the curtain on the intertwined worlds of PR and media, leaving little doubt how important communication is for brands. "For Immediate Release" is a must read for anyone who wants to clutterbust a market, rapidly build a brand, and take it to the next level."
--Ron Vigdor, Founder, BornFree(R)
"For too long, the PR game has been under the control of a handful of old-club-boys until Torossian came on the scene and was able to accomplish as much, if not more than all of them. "For Immediate Release" is an insider's guide to how New York media works, but more importantly, how to work it, from someone who has had firsthand experience in doing so. Forget theory, this book takes you behind the scenes with real concrete examples of the new rules of social media and working with the power brokers that can build or destroy a brand."
--Amir Korangy, Publisher of "The Real Deal" magazine
"My friend Ronn Torossian has written a great book. He speaks from firsthand experience as one of the most gifted PR professi
Inventing the Truth cuts through the crap and demonstrates how strategic public relations can help you (or your company) be a change maker and a game changer, all in twelve concise, cut-to-the-chase chapters. Woven throughout the book are compelling case studies of businesses such as Louis Vuitton, Fubu, Clif Bar, Zappos, Weatherproof Garment Company, Bad Boy Worldwide Entertainment Group, and interviews with experts including Dr. Keith Ablow, political strategists Roger Stone and Hank Sheinkopf, former Page 6 editor Richard Johnson, former Fab Five basketball star and sportscaster Jalen Rose, and many others.
With these strategies you can:
Weave compelling narratives.
Use new and old media in tandem to find your audiences and create highly personal, relevant impressions tailored for them.
Promote the interests of your brand or business; deter or potentially stop what is not in your interest.
Build on great press, and avoid or minimize bad press.
Ensure the first thing people see about your business or brand during an Internet search is exactly what you want them to see.
Join a conversation” when it’s beneficial and stay out of a dialogue when it’s not.
Handle a crisis in the most effective and efficient manner.