March 7, 2013

New York, NY – March 7, 2013 – Book Excerpt From Ronn Torossian, CEO of 5WPR PR firm Book. The book may be purchased at:

Anytime you do a study, make unnoticed connections between trends, or come to fresh conclusions about your industry or region, you’ve made news-but only if you tell people about it. In the summer of 2009,, a career search engine that finds and links people to millions of jobs found on thousands of employer career portals, recruiter websites, and Internet job boards, wanted to expand its brand awareness among both job seekers and employers in a market that is crowded with numerous well-known larger players. So the company hired my firm. Our media efforts weren’t about per se, as the online job-seeking space is already crowded with well-established brands like Monster, Hotjobs, and others. However, the media is interested in unique research findings, relevant information, and innovative insights, which could provide.

Mid-2009 was the worst of the unemployment crisis, with the job market rapidly plummeting. When the Bureau of Labor Statistics announced the monthly figures on Friday mornings, the rising percentages were often the top headline on cable news programs, network broadcasts, and news sites. With more people out of work, and the economic outlook growing bleaker by the day, competition for every job opening was fierce. That idea led us to create a branded monthly report called the Job Search Difficulty Index. As soon as the unemployment numbers were publicly announced, released figures that ranked the top 50 metropolitan cities and states nationwide by their residents’ difficulty in finding work.

The rankings were determined by comparing the number of unemployed people reported by the Bureau of Labor Statistics to the millions of jobs aggregated online by, which also showed off the company’s search engine and data collection capabilities. It established the brand as an expert in employment issues in a relatively easy and inexpensive manner, enough to garner national media coverage.

It allowed local reporters throughout the United States to write about their local job markets, with statistical background and facts to back up their stories. The Oregonian and The Tampa Tribune, for example, are much more interested in telling their readers and community about local job-related news than they are about “national” stats from Washington, D.C., or somewhere else.

The headline: “[Your State]: Most Difficult to Find a Job, New Employment Index Finds.” Whether or not the media went with that exact headline didn’t matter; the pitch got the point across to reporters by putting job seeking and the unemployment rate in a new light: there were certain places in the country where it was harder to find a job than others. Maybe people intuitively knew it, but had quantified and identified the information specifically. Depending on the city, the findings allowed regional reporters to write compelling headlines about their cities. The Denver Business Journal: “Colorado is Eighth Best Job Market in the Country:”-fantastic, the name of the company made it into the headline. The Washington Business Journal’s headline read: “ D.C. is Best City for Job Seekers.” Bingo!

And on and on it went, from Seattle Business Magazine to The Huffington Post, has gotten incredible national coverage with these monthly reports. More than 75 national outlets featured in their business and unemployment coverage, including, CNBC, MSN Money,, NPR affiliates, Fox News, CBS, NBC, and ABC. No other job engine had taken on the media-friendly task of compiling cityby- city data and used it to create news, which people can use to find a job.