Ronn Torossian CEO 5WPR

Ronn Torossian of 5WPR: How The Media Industry is Changing & How PR Firms Evolve

2012-01-26T13:17:00.000-08:00

Utilizing 5WPRs unique abilities and algorithms, Ronn Torossian and the 5W Public Relations Team are able to re-engineer search results to dramatically improve Google, and other search engine results. We understand how to utilize digital media such as websites, blogs, social networks, inter-linking, SEO copy writing, and more. We utilize our public relations skills to create/link with positive content, some of which we control, and utilize aggressive search engine optimization techniques to help positive content rise in search results.

Ronn Torossian on Paula Deen's having diabetes and promoting a drug for it

2012-01-18T11:55:00.000-08:00

The concept of authenticity is tremendously important in public relations and marketing – ultimately, honesty and respect, and how you express that to your audience is the essence of authenticity and of the personal aspect of any brand. Every decision related to marketing authenticity should start with the question: “If I were the person on the other end looking at this, what would make me feel welcome and included?” Clearly Paula Deen has been oblivious to the concept of authenticity and trust – she’ll do whatever it takes to make money.

Deen, a celebrity chef has built her brand around fat-laden recipes – and today’s announcement that she has had Type 2 diabetes for about three years and has signed on to be the spokeswoman for Novo Nordisk AS, which makes diabetes drugs leaves many of us in the marketing world in shock. Obesity increases people’s risk for Type 2 diabetes, and Novo Nordisk is now launching a marketing campaign around Ms. Dean and healthy recipes. Dean has built her brand around recipes like “Fried Butter Balls”, and “Deep-Fried Mac and Cheese”, pushes cookbooks filled with fatty foods – and her brand is the definition of un-healthy foods according to countless medical experts. What’s next? Charlie Sheen and Lindsay Lohan hosting Sesame Street? Philip Morris selling cancer drugs?

Ronn Torossian is the CEO of 5WPR, a leading NY PR Agency. He’s also the author of recently released PR book “For Immediate Release” – and a chapter in his book is devoted to Authenticity and entitled “Authenticity: Your personal calling card.” The book is available at: http://www.amazon.com/Immediate-Release-Deliver-Game-Changing-Relations/dp/1936661160

Ronn Torossian on Public Relations ROI Comes From Influencers And Introductions

2012-01-17T08:45:00.000-08:00

Public relations is an industry in which it is not easy to determine an exact return on investment. There’s nary a PR agency in 2012 that works strictly in media relations (which can be measured). Many, like my firm 5WPR, provide full service marketing and PR services.

So what are some byproducts of PR that aren’t easy to match with an exact dollar figure?

INFLUENCERS: Malcolm Gladwell in his book “The Tipping Point” called it “The Law of the Few” where he said: ”The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Economists call it the “80/20 Principle” – where 80 percent of the ‘work’ will be done by 20 percent of the participants. Influencers move sales oftentimes, and a good PR firm can connect clients to influencers. Whether with it’s cool and connected moms (like we do for client brands like Bornfree), nightclub/entertainment mavens who can influence celebrities (i.e. Mark Birnbaum of EMM Group), or in politics (where you can reach lobbyists or uber-influential attorneys like Jay Sekulow).

INTRODUCTIONS: A good PR company introduces clients to one another and connects people together. I learned last week that a client we had represented for three-plus years until the midst of the economic downturn forced the company to pare budgets had recently completed a major deal with another former client of ours. It took time – as many big deals do, but it’s not something which is directly measurable when one looks at the “ROI” of PR.

PUT THE TWO TOGETHER: We have a client who we have represented exactly 1 year – their annual budget with us is around $125,000 and we have done absolutely amazing work, as the client regularly tells me. But on off days he’s complained to me that the company web sales from PR aren’t exactly where he wants them to be. (He cited it when giving us a minor raise for Year 2 of our program.) He says PR should move the mark more. Lo and behold, at his industry’s largest annual trade show, one of America’s largest wholesalers sought the company out at the show and bought a huge amount of product – and cited the outstanding publicity program and a specific placement we had secured. Was thrilled to hear it – and yet another proof of PR’s tremendous ROI.

Of course, traditional and digital PR programs, media relations and all the rest are obvious ROI’s on top of the above bullet points. With public relations recently being named for the second year in a row as one of the most stressful jobs in America, all of us in PR have to do more to educate clients on the tremendous ROI which an effective Public Relations program has.

Ronn Torossian is the CEO of 5WPR, a Top 25 PR Agency and author of Amazon best-selling PR book “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations.”

RONN TOROSSIAN & 5WPR on Social Media, Stay Connected

2012-01-10T15:29:00.000-08:00

Connect with Ronn Torossian and 5WPR in all aspects of digital media:

Facebook: www.facebook.com/RonnTorossian
www.facebook.com/5WPublicRelations

Twitter: @RTorossian5WPR
@5w_pr

LinkedIn: www.linkedin.com/pub/ronn-torossian-5wpr-ceo/0/108/84
http://www.linkedin.com/company/5w-public-relations

YouTube: 5WPR/Ronn Torossian media appearances and speeches: http://www.youtube.com/user/5WPRSpeakers/featured
Ronn’s Business Insider Blog: http://www.businessinsider.com/author/ronn-torossian

“For Immediate Release” Ronn Torossian PR book may be purchased at:
http://www.amazon.com/Immediate-Release-Deliver-Game-Changing-Relations/dp/1936661160/ref=zg_bs_2711_3

http://www.barnesandnoble.com/w/for-immediate-release-ronn-torossian/1102047620

Or you can visit the website at:
www.forimmediatereleasebook.com

Ronn Torossian on Israel & Jewish related issues:
http://www.algemeiner.com/author/ronn-torossian/

And of course in a world with so much noise, there’s always email: Rtorossian@5wpr.com, and of course the good old fashioned phone: 212-999-5585

Ronn Torossian
5WPR

HOW TO SUCCEED IN PR … by Ronn Torossian CEO 5WPR

2012-01-09T15:54:00.000-08:00

Ronn Torossian, 5WPR on Public Relation Challenges

Sometimes the challenges people run into at the beginning of a new relationship with an pr agency, particularly when coming from working from in house, is time management, and juggling multiple clients (instead of just one), at the pace of 100′s of media outlets, 24/7. It can be a little maddening when you break it down.

Another challenge is coming from understanding one business or one client to understanding five, ten, twenty – or even hundreds over time. So it takes really passionate people who can sell – passionate people who like instant satisfaction (such as instant email replies and instant press), passionate people who are fascinated by so many different industries and brands and want to have their hands in it all – thirsty to learn everything. It takes passionate people that know how to just handle it, when everyone else is weighing them down.

To really build an agency that has found success in so many mainstream and vertical markets, it really takes passion for it all – everything. If you think about it, we work and understand how so many industries come to market and operate, it’s powerful.

Entertainment, Technology, New Media, Cable, Consumer Products, Government, International Affairs, Non Profits, Artists, Marketing, Fashion, Lifestyle, Automotive, Beverage, Pets, Music, Real Estate, Hospitality, Environment, Medicine, Telecom, Professional Sports, Film, TV – the list goes on.

It’s a real coup to be very successful growing an agency in multiple industry sectors – and to be able to really understand and navigate the public relations strategy for any industry in the world.

Ronn Torossian
5WPR

Ronn Torossian on the Best Public Relations Quotes, 5WPR PR Agency CEO

2011-12-20T10:52:00.000-08:00

It is essential that businesses know how to communicate quickly, often preemptively, and effectively to survive—and at a cost that is far lower than comparable marketing and ad campaigns. The first book by the owner of a top 50 PR agency, For Immediate Release, Ronn Torossian, CEO of 5WPR reveals how public relations can do just that—while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google).

For Immediate Release by Ronn Torossian will show you how to:

Frame the debate and control the conversation
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
Handle a crisis in the most effective and efficient manner

Stay Connected with Ronn Torossian

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Public Relations Podcast | Ronn Torossian & Church Law Group

2011-12-15T08:23:00.000-08:00

Ronn Torossian is the Founder, President and CEO of 5W Public Relations, 1 of the 25 largest PR Firms in the US. New York based, Ronn Torossian has overseen the growth of 5WPR, the PR Agency to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions – both on routine public relations matters and extremely sensitive issues.

Ronn Torossian 1st book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” was released in October 2011 and is an Amazon.com best selling Public Relations book.

MyRegistry.com How to Keep Track of Christmas | Ronn Torossian 5WPR CEO

2011-12-08T07:46:00.000-08:00

Featured in Lehigh Vally Style December 2011 Issue - MyRegistry.com and App gives users an easy way to track the things that you want! The app lets you take pictures of product barcodes, save items on a registry list, show you the cheapest place to make your purchase, and is sharable with family and friends!

For more business, public relations and news from Ronn Torossian be sure to follow him @Rtorossian5WPR.

McDonald’s media relations - the best and worst things to do in a crisis PR

2011-12-05T10:00:00.000-08:00

There's rarely a lack of headlines about organizations facing a crisis pr situation, whether it's a large airline, a presidential campaign, or a social media start up.

Usually, the organizations that make it through choppy waters most intact are the ones with a plan. Here are some of the highlights from the article.

You should never:
Inflate the situation before you’ve figured it out, Proud says. Sending an email to your entire company when in crisis mode is unnecessary. Identify the key players and departments, and focus on communicating with them.

Be a slacker. Social media moves quickly. “Gone are the days that you can procrastinate about what you’re saying,” Proud says. “You have a responsibility to get back to people.” If you aren’t informed enough to address the problem at hand, a simple tweet or post letting people know you’re looking into the issue will show that you’re listening.

Miss an opportunity. A crisis can be an opportunity to set the record straight. “I seize every opportunity to educate,” Proud says.

Fail to recognize C.A.V.E. people. Some people are “trolling” the Internet looking to stir up trouble. You need to know when to respond and when to recognize a “C.A.V.E.” person—that is, a Citizen Against Virtually Everything, as McDonald’s CEO Jim Skinner calls them. “Understand and accept that you won’t get 100 percent” of people loving your brand, Proud advises.

You should always:
Define the crisis. Before you go into panic mode, you need to understand what the crisis is, what it means to your company, and who needs to be involved.

Tailor the communication. The CEO isn’t always the most relate-able person. Make sure the person you choose to represent the crisis at hand resonates with the audience.

Avoid jargon. “People forget conversational language and resort back to comfortable corporate speak,” Proud notes.

Give them what they want. Proud knows that “it’s not about what you want to say, it’s about what your audience wants to hear.” McDonald’s embarks on listening tours and monitors social media to understand what people want from the company.

Acknowledge that you’re not perfect. If you’ve made a mistake, own up to it. Let people know you’re listening to them.

[Source PR Daily]

For more from Ronn Torossian or 5WPR follow them on twitter here: @Rtorossian5WPR & @5W_PR

NBA Fans Have Short Memory, Expect League Business As Usual | Ronn Torossian Quoted

2011-11-29T13:30:00.000-08:00

Ronn Torossian mentioned in the Huffington Post Business Section, this article has been modify slightly.

NBA attendance could catch up to pre-lockout numbers faster than it takes LeBron James' pregame chalk toss to settle. That's because fans seem to easily forget sports labor disputes. Fans are so willing to pardon, they almost give banks hope that customers will erase the memory of that little meltdown in 2008.

If the NBA's last play interruption in 1998-99 is any barometer, fans won't be gone long. The 1997-98 season, featuring the Chicago Bulls' last NBA title with Michael Jordan, produced a per-game crowd average of 17,135. The lockout-shortened season's average shrank slightly to 16,738 and began climbing again to 16,870 in 1999-2000. The one permanent loss the NBA suffered was in the broadcast arena. Driven by Jordan's cross-culture appeal, the 1997-98 finals earned an all-time high Nielsen rating of 18.7, meaning it was viewed by 18.7 percent of American households with television. The ratings plummeted to 11.3 for the championship series between the Knicks and Spurs during the lockout-shortened 1998-99 season, and have never recovered. Much of that, however, could be attributed to Jordan's second retirement.

A public relations expert whose firm once represented former Knicks players Allan Houston and Jalen Rose predicts less spectator resistance this time around for the NBA. Ronn Torossian, president of the 5WPR agency, gives fans 60 days -- tops -- to fully resume their patronage. "Pro sports in this country is a religion, and it's not going anywhere anytime soon," he said.

We asked the NBA how quickly it expected to restore its attendance, but a spokeswoman said the league could not comment until the new agreement was officially ratified.

At least the NBA didn't jettison its postseason, like Major League Baseball did in 1994. After a labor impasse wiped out the World Series, some historians declared that the national pastime was saved by the home run race between Mark McGwire and Sammy Sosa in 1998. Berri and Fort dismiss that as a myth of Casey at the Bat proportions.

Many observers make the mistake of comparing post-strike attendance to 1993 (70,257,938 total, 30,964 per game), but that was the year the Colorado Rockies and Florida Marlins entered the league. The novelty and additional games in made-for-football stadiums resulted in the biggest crowd surge since 1946, Berri explained, so any season soon after would pale in comparison. The truth is, per-game attendance in 1996 (26,510), the first full season after the strike, had climbed back to 1992 levels (26,529). Baseball has lingering attendance and TV ratings problems, but tracing them to a board-room standoff 17 years ago may be a little far-fetched. (The sport reached a five-year collective bargaining agreement last week to avoid lockouts and strikes for the time being.)

To end its latest labor war, the NBA will have the advantage of opening on Christmas Day, a holiday the league has adopted as its regular-season showcase. That means an expectant national TV audience. Fans will be able to open gifts and watch a triple-header featuring a rematch between 2011 NBA finalists Miami and eventual champion Dallas. Berri said he believes the ratings will soar higher than last year's Christmas telecast.

For the record, ABC's airing of the Lakers and Kobe Bryant against the Heat and James on Dec. 25, 2010, attracted a 6.4 rating, a 45 percent increase over the previous season.

An improvement will be a slam dunk.

"America is a very forgiving place and Americans don't have a long memory," Ronn Torossian said.

Ronn Torossian - 5WPR Names Agency of Record for GreatApps.com

2011-11-15T09:35:00.000-08:00

Another industry announcement from Ronn Torossian and 5WPR shows more movement in the communications and PR space. 5W Public Relations was recently named agency of record for GreatApps.com, a leading media company focused on app marketing.

5WPR will execute a comprehensive PR campaign for increased brand visibility. Ronn Torossian, CEO and President of 5WPR, noted:

"The service offered by GreatApps.com will give both large and small developers an opportunity to showcase their application on a global scale."

GreatApps.com is one company dedicated to providing the best user experience, only allowing 15 new apps to be displayed daily. Mobile phones to tablets, the company users of GreatApps can receive customized email alerts of their favorite type of app, making it easy to learn about and adopt the apps best suited to their needs.

Read more on Ronn Torossian's business blog and a feature of this article on Everything PR.

Here is a video from GreatApps:

Ronn Torossian Quoted in Philadelphia Daily News on Penn State Crisis PR

2011-11-10T09:12:00.000-08:00

Penn State has circled the wagons in this time of crisis, canceling Paterno's media availability and his scheduled time on a Big Ten conference call.

Putting up another wall of secrecy, according to Ronn Torossian, CEO of 5W Public Relations and an expert in crisis communications, is exactly the wrong strategy. University officials should be confronting the matter openly, admitting to any mistakes in judgment that might have been made and pledging that every possible safeguard will be put in place to ensure that no such occurrences will ever happen again.

And if adopting a policy of transparency means making Paterno available to anyone with more uncomfortable questions than who his starting quarterback will be, that's just part of the process for setting things right.

"Someone can take 40 or 50 years to build a good reputation, and an instant to tear it all down," Torossian said. "But if you have to face up to something unpleasant, do it. Don't hide."

Full Article by Philly.com

Keep up to date with news and business tips from Ronn Torossian on his Business Insider blog and be sure to check out his best-selling PR book “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” available for purchase at: Amazon.com.

Review of Ronn Torossians book "For Immediate Release"

2011-09-25T00:10:00.000-07:00

Here is a brief excerpt from a review of Ronn Torossian's book For Immediate Release that is from http://www.pamil-visions.net/.

"A few weeks ago we spoke with 5WPR Founder and CEO Ronn Torossian about his company, and his take on PR now. Today, we offer an inside look at Ronn Torossian’s forthcoming book For Immediate Release (click on the image), a resource of immense value for veteran and budding communicators in all spheres."

Read the entire review and learn more about this new book. You can purchase For Immediate Release through Amazon.

10 Must-Read Books for PR People

2011-09-18T00:11:00.000-07:00

Here's an abridged version of a recent article from BusinessInsider.com. These 10 books will get any PR person well on his way to learning about the trade and succeeding at it.

“How to Win Friends and Influence People” by Dale Carnegie

“The Tipping Point: How Little Things Can Make a Big Difference” by Malcolm Gladwell

“Crystallizing Public Opinion” by Edward Bernays: The man considered to be the father of the public relations industry

“Thank You for Smoking” by Christopher Buckley

“Confessions of an Advertising Man” by David Ogilvy

“It’s Not the Big That Eat the Small…It’s the Fast That Eat the Slow: How to Use Speed as a Competitive Tool in Business” by Jason Jennings & Laurence Haughton

“Reputation Rules: Strategies for Building Your Company’s Most Valuable Asset” by Daniel Diermeier

“Spin: How to Turn the Power of the Press to Your Advantage” by Michael S. Sitrick – (CEO of a crisis PR firm)

“Game change: Obama and the Clintons, McCain and Palin, and the race of a lifetime” by John Heilemann & Mark Halperin

“For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” by Ronn Torossian

5WPR Adds Amy Matto to Client List

2011-09-08T01:43:00.000-07:00

In recent news, 5WPR announced the addition of a women’s wear designer, Amy Matto, to its impressive roster of fashion and retail clients. The Amy Matto collection includes fashionable wears for women that are sold in specialty stores nationwide.

As Ronn Torossian, CEO of 5WPR said, “5WPR is thrilled to be named the PR Agency of Record for Amy Matto. We believe this is a great opportunity to build yet another great women’s brand and increase awareness about Amy Matto.”

All Amy Matto garments are created in the New York Garment District. They design and manufacture all of their own products and sell them at 200 specialty boutiques. Their brand is also available for purchase on the company website at www.amymatto.com.

Taking Entrepreneurial Chances

2011-08-30T23:01:00.000-07:00

This article appears on RonnTorossian.com.

In this month’s INC Magazine an interesting story on a risk an entrepreneur took which should remind more small businesses of an importance principle – Unlike President Obama or the eventual Republican nominee, you don’t need 51% of the market – attracting some customers (even if you turn some off) is ok and a big victory. Taking chances is part of being an entrepreneur – and winning some market share is important.

Read the rest of the article by Ronn Torossian.

Tweeting in the Workplace - the Right Way

2011-08-10T23:20:00.000-07:00

Just because an individual loves to Tweet doesn't mean he is savvy about using social media in the workplace. Learn more about this topic with this article from http://businessonmain.msn.com/ and hear what professionals in the industry recommend.

As the article explains, "Ronn Torossian, CEO of New York-based 5WPR, recommends a comprehensive review of all digital activities, including web- and microsites, affiliate and search-engine marketing, digital advertising, and social media and online communications. “Once you see the whole of what your brand is doing digitally, then you can implement a proper social media campaign to complement the overall message,” he says."

Learn more and read the entire article.

5WPR Agency of Record for Rokkan

2011-08-02T01:50:00.000-07:00

5W Public Relations has recently announced that it was selected as the agency of record for Rokkan. Rokkan is a full service interactive advertising agency that has been recognized for successfully building businesses with the use of digital solutions.

As CEO and President of 5WPR, Ronn Torossian said, "Rokkan is at the forefront of their industry with great creativity, the ability to take a unique vision and channel it into a perfect conversation with their desired consumers. We are delighted to have been selected as the company's PR agency of record and are confident that our experience in the marketing / advertising space will prove to be a valuable compliment."

Learn more about Rokkan and about 5W Public Relations.

Upcoming Book "For Immediate Release"

2011-07-26T22:49:00.000-07:00

Read about Ronn Torossian's upcoming book, For Immediate Release and learn more about him with this author's bio.

As the bio page explains, "A semi-finalist for Ernst & Young's Entrepreneur of the Year, Ronn Torossian was named to PR Week's "40 Under 40" list, Advertising Age's "40 Under 40" list, and is a member of Young Presidents Organization (YPO)."

Read the whole bio here.

Celebrity Deaths & Our Priorities

2011-07-26T00:04:00.001-07:00

"I woke up Sunday morning to see that more people on Facebook had mourned the death of one dope head than the 94 innocent people who were slaughtered in Norway. It’s a sad commentary, yet it is our reality today where media and the masses are overly obsessed by celebrity."

Read more from Ronn Torossian here about Amy Winehouse and the murders in Norway.

For Immediate Release: Ronn Torossian's New Book

2011-07-20T01:35:00.000-07:00

Ronn Torossian's new book "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" is now available for pre-order and will be hitting the stores on October 18, 2011.

As described on Barnes and Noble, "The first book by the owner of a top 50 PR agency, For Immediate Release, Ronn Torossian reveals how public relations can do just that while also defining brands; helping companies and individuals court the press or avoid it; growing business without alienating loyal customers; resolving crises quickly; and improving first page results on the most powerful search engine in the world (Google)."

Learn more about the book and about how to purchase it.

Advice for the Striking NBA and NFL

2011-07-05T22:55:00.000-07:00

This article was taken from http://www.businessinsider.com:

The world of professional sports today holds few heroes or sympathetic figures – and this owner of a PR Agency urges more kids to put away their trading cards and use this strike to realize that the true heroes aren’t the ones who can dunk a ball or throw a perfect spiral, but the ones who can make a difference and instill true values.

The Price of PR Versus Advertising

2011-06-28T00:37:00.000-07:00

This article appeared in http://www.businessinsider.com/:

"At my agency, 5WPR, like many other PR agencies, we have a proprietary system for measuring media results, and it works. Different agencies, and different companies assign different values – some speak of advertising equivalency, other measure tone and message, and others assign value based upon the reach to target demographics. Different measurements – not unusual in an unscientific industry.

Yet, there’s tremendous value to positive media coverage – Authenticity matters, so PR which is placed and is authentic resonates more than paid for advertising matters (assuming the story is positive and sends the right message to the right demographic). Public Relations, rather uniquely compared to marketing and advertising provides independent third-party recognition and endorsement – even more valuable today than ever before as the media world is more crowded than ever before."

5W PR Announces New Clients

2011-06-14T00:12:00.000-07:00

5W Public Relations has announced the inclusion of Coyuchi and Coastal Contracts Inc. to its roster of consumer lifestyle clients. Coyuchi is an organic cotton bedding company, and was the first to bring cotton bedding to the United States more than 20 years ago. Their products are all produced using fair labor practices and natural fibers. They are free of toxic dyes, bleaches and finishes used in most conventional textiles.

Coastal Contacts Inc. is the world’s leading online retailer of vision care products. They have fast delivery, a customer-centered approach to business and a vast selection at the lowest possible prices.

As Ronn Torossian, the CEO of 5W Public Relations said, "5WPR is so pleased to be working with these two industry-innovating companies. We are looking forward to helping both brands capture additional market share and elevating their visibility within leading consumer media."

Read the press release for more information.

What the Weiner Fiasco Shows

2011-06-08T22:24:00.000-07:00

This article appeared in http://www.post-gazette.com/.

"When the news surfaced, Mr. Weiner made some critical mistakes, according to Ronn Torossian, founder and CEO of 5W Public Relations in New York City, which does crisis management for companies and individuals.

"The cardinal rules of crisis PR are coming clean and admitting what happened as quickly as possible," Mr. Torossian said. "Thinking it would go away or that people would forget is a mistake. He should have told the truth much quicker. Now he has to, like it or not."

Despite the many examples of men getting caught in similar circumstances, Mr. Weiner must have believed that he could escape detection.

"Powerful people believe they're invincible and infallible," Mr. Torossian said. "Everyone thinks they're going to get away with it. Some get caught, but how many others are out there that we don't know about?"

"We will hear about this in Anthony Weiner's obituary, but I don't believe it is his political obituary. He didn't break any laws."

Mudslinging in Politics and Business

2011-06-05T22:27:00.000-07:00

This article appeared in Adotas.com.

In a recent article called “Mudslinging in Business vs. Politics” Uriah Av-Ron discusses why we accept political mudslinging in politics but not in business. He gives three main reasons that we do so.

Prior to giving his own analysis, he offers insights from others. In the article, he discusses an argument that Eric Starkman makes about various practices that are common in political PR. He also points to an article by Ronn Torossian where he shows a number of public examples where no one seems to mind an obvious lack of transparency.

Read the full article here.

5W Public Relations & Beezid.com

2011-05-31T00:53:00.000-07:00

5W Public Relations announced that it will be handling the PR for Beezid.com, a top rated penny auction website which offers users a new way to enjoy online shopping.

As Ronn Torossian, Founder and CEO of 5W Public Relations explained, "Whether they're in the market for the latest electronics and gadgets or countless household goods and accessories, Beezid offers consumers a safe yet entertaining way to shop and save. We are delighted to have been selected as the site's PR agency of record and are confident that our experience in the ecommerce space will prove to be a valuable addition."

Beezid.com was launched in 2009, and since that time it has become a leading online auction site for customers to get up to 99% off of the retail price for products. They received a great deal of notice recently with some of their creative promotions. During Easter, for instance, they allowed all bidders to get their bids back on any auctions they were involved in for 36 hours, no matter what happened with the auction’s outcome. In addition, product prices were capped so that customers would be assured of savings that were 75-99% off of the retail price.

5W Public Relations with Ronn Torossian is now tasked with executing an all-encompassing PR program to heighten awareness about the site and to bring it to the forefront of the online auction marketplace.

Ronn Torossian: The Media Industry & Branding

2011-05-19T08:08:00.000-07:00

On this Friday spring afternoon, the media industry can sit shaking its head wondering if their biggest customer can soon become their biggest competitor. (Will advertisers increasingly challenge traditional media ?)
Consumer brands are increasingly creating their own content to attain greater brand satisfaction and get the public to consume their product. Red Bull recently announced its new glossy magazine, The Red Bulletin. Raymond Roker, associate publisher of The Red Bulletin said in an interview “For most other brands, the commitment is just to the product - Ours is to have a rich conversation with our audience."
Read more

Ronn Torossian is the CEO of 5W Public Relations, 1 of the 25 largest PR firms in the US.

Shalva and 5W Public Relations

2011-05-16T09:16:00.000-07:00

Shalva, the association for mentally and physically challenged children in Israel has retained 5W Public Relations for the upcoming U.S. visit who are kicking off their campaign in the U.S. this week to try and fulfill their dream of becoming sincere investigative journalists and earning a visit to the White House to interview President Barack Obama. 5W Public Relations (www.5wpr.com) is 1 of the 25 largest PR firms in the U.S.

The two have aspirations to be journalists and decided that they would not allow anything to hinder their dreams. Picking up a camera and a microphone about two years ago, they managed to secure some big names in Israel and Ynetnews, Israel's largest electronic news source began picking up their interviews online. Over the past year, they have interviewed many famous Israelis from the worlds of politics, business and entertainment. Their interviews have included Israeli Prime Minister Benjamin Netanyahu, President of Israel Shimon Peres, supermodel Bar Rafaeli, and for the first time in Israel's history, the Israel Government Press Office issued press cards for two special needs reporters.

Now, Shalva, an organization that provides services to participants with special needs, including infants, children, adolescents and young adults via tailored programs and round-the-clock therapies, seven days a week is bringing Matanel and Efrat to the United States to help them continue their work and to bring awareness to the fact that anyone can accomplish their dreams.

Their tour in America will include interviews with celebrities, politicians, prominent socialites, and they hope President Barack Obama. Their interviews will appear on the front page of Ynetnews in Israel.

Ronn Torossian Speaks about Food and Beverage Public Relations

2011-05-09T08:10:00.000-07:00

Ronn Torossian, the CEO of 5WPR, speaks about Food and Beverage Public Relations and how to build your brand using PR.
Food and Beverage companies need to consider both the consumer and corporate audiences when building their brands. Ronn Torossian offers a quick synopsis of some PR tools geared for the consumer audience.

Bin Laden Killed: Who Breaks the Story?

2011-05-02T11:55:00.000-07:00

“Uh oh, now I'm the guy who liveblogged the Osama raid without knowing it.” And that tweet itself tells the amazing story of how a random tweeter, who tweets from @reallyvirtual, Sohaib Athar, broke the story of Bin Laden being found and killed. He was an IT programmer taking a break from the world, and little did he know he found himself in the middle of one of the biggest stories ever.

No matter how many great public relations professionals were on call in the Pentagon or elsewhere, undoubtedly press secretaries worldwide were on call, and in today’s viral world, the story was broken by a random fellow on Twitter. The media world has forever changed, and so too has the fortunes of the PR agency business.

Donald Trump: Do it or Don't But Decide or your PR Will Be Hurt

2011-04-25T10:13:00.000-07:00

If you're looking for a master example of branding, and exploiting the art of publicity, look no further than Donald Trump. When one hears Trump, wealth, luxury, and opulence resonate -- but I think if he's not serious about running for President he needs to stop his campaign very soon he may forever damage his brand.

Even with his years of shtick, and "You're Fired", people are aware his bread and butter is real estate, and he's been able to slap his name on a building and have people assume it's the highest excellence in living. While he's been a genius shilling real estate, Universities and product, he's sold the good life and luxury -- and the campaign he's running is very divisive and alienates some -- as any good politician does, but this campaign runs real risk of alienating many and affecting "The Donald's" image, reputation and legacy.

Some tricks to his success:

Trump uses his celebrity to build his business brand. If celebrity didn't help him business-wise he wouldn't be all over the media but the more he gets himself out there and discusses the extravagant life, the "luxury" lifestyle is associated with his name. Its great and makes sense to date.

The downside: If you love Obama, or find his "birther" campaign offensive, will you want to live in his buildings
or associate with his brand ? I think you will see others follow comedian Jerry Seinfeld who cancelled an appearance with Trump's son because of Donald's questioning President Obama's citizenship.

Trump knows EXACTLY who he is, from his high profile marriages to his hair; he makes no apologies. Its something which resonates with many entrepreneurs -- Be yourself, its your business and don't have to apologize or explain anything. Its done very well with this confidence and winning.

What happens if residents of his building were to band together and back Obama, and even invite them to visit a "Trump" property ? How will home owners value be impacted for example?

"The Donald" has established himself as an expert in terms of real estate, finance, and general business. Through books and television Trump has been able have to have himself viewed as an expert on all aspects of business.

Will liberals be as apt to have Trump's business ideas featured in the future ? Will he be able to discuss real estate or luxury without being asked about foreign policy?

Donald Trump to date has been a master at aggressive public relations, and its served him very well. He's created interest in everything he does, but this owner of 1 of the 25 largest PR agencies in the US says its time for him to decide if he's running for President -- or much like Jerry Seinfeld you'll see others shunning him in the very near future.

Learn more about PR Jobs and Ronn Torossian

2011-04-23T14:46:00.000-07:00

As the Founder, President and CEO of New York-based 5W Public Relations, Ronn Torossian has overseen the company's rapid growth. He has counseled hundreds of companies, including Fortune 500 members, Inc. 500 and Forbes 400. Torossian works on both public relations challenges and sensitive issues for high-profile individuals, government organizations, academic institutions, global groups and more.

Ronn Torossian is a well-known and well-respected public relations expert who has a result-focused approach to getting the job done. Torossian uses his close relationship with the media, important decision makers, politicians and celebrities to achieve his goals and those of his clients. Past clients include Coca-Cola, Microsoft, McDonald's, Evian, Marriot Hotels, Pamela Anderson and others.

Prior to starting his own Public Relations firm, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies. His responsibilities there included working on client growth and on successful client programs.

Ronn Torossian has been given many esteemed titles. He was named to the Advertising Age "40 Under 40" list and to PR Week's "40 Under 40" List. The New York Post called him a "publicity guru" and Fox News referred to him as a "high-powered PR CEO." Tyra Banks called him a "crisis management guru," while CNN called him a "leading PR expert."

Ronn Torossian is a regular lecturer at universities and conferences. He is a member of Young Presidents Organization (YPO) and he serves as a board member for many non-profit organizations.

The Story of Ronn Torossian

2011-04-19T14:57:00.000-07:00

The Story of Ronn Torossian by ronntorossian5wpr

source:
http://www.dailymotion.com/video/xi8dw7_the-story-of-ronn-torossian_news

5W Public Relations Adds T-fal ActiFry to Its Consumer Brands Client Roster

2011-04-11T12:35:00.000-07:00

5W Public Relations, one of the 25 largest PR firms in the U.S., today announced the addition of T-fal ActiFry to its diverse roster of consumer clients. The T-fal ActiFry is a revolutionary new way of cooking delicious dishes while using less oil. You can make a broad range of meals in one machine using vegetables, meat, poultry, seafood, grains and fruits - all with little to no oil.

"5WPR is extremely excited to begin our work with T-fal ActiFry," said Ronn Torossian, CEO of 5W Public Relations. "The history of T-fal is marked with world-class innovations and we are excited to create added awareness and enthusiasm for this convenient kitchen appliance to the American consumer."

T-fal has a rich history in pioneering the latest innovations in cookware and appliances and for understanding the consumer's needs and offering easy-to-follow solutions. With T-fal ActiFry, they have combined convenience and versatility with healthy eating. It has a 2.2-pound food capacity; cooking food with little or no oil by using a unique stirring paddle and pulse heat technology.

5W Public Relations will execute a comprehensive integrated public relations program to promote T-fal ActiFry in the consumer marketplace. Key elements will include media and trade relations, social and digital media activations, celebrity integrations, co-branded partnerships, special events and more.

ABOUT 5W PUBLIC RELATIONS

5W Public Relations (www.5wpr.com) is a full-service public relations agency known for implementing cutting-edge, customized campaigns designed to drive our clients' business goals and objectives. 5WPR was founded by Ronn Torossian in 2003, and the PR firms energetic and focused culture earned the firm a spot on the INC. 500 list and recognition as the nation's "fastest-growing PR agency" three years in a row. Our 24/7 approach led the industry's foremost trade magazine to describe 5WPR as "aggressive in a way that clearly resonates with clients looking for a firm staffed with Type A-plus personalities, a BS-free approach, and results from Day One." One of the 25 largest independent PR firms in the U.S., the agency maintains practice areas in Consumer Brands, Beauty, Travel and Hospitality, Health and Wellness, Entertainment, Lifestyle, Fashion, Technology, and Corporate Communications.

ABOUT T-FAL

T-fal (www.tfalusa.com) is a world leader in non-stick cookware and small electrical appliances, offering a host of stylish, high quality and innovative products designed to simplify everyday tasks in the home. T-fal is present in 120 countries, and its mission continues to be offering ingenious products that evoke ingenuity and pleasure, aimed at people who enjoy the experience of cooking together. Find out more at www.tfalusa.com, www.facebook.com/tfalusa and www.facebook.com/actifry.

CONTACT:

Ronn Torossian
ronn@5wpr.com
212-999-5585

SOURCE 5W Public Relations

5W Public Relations Adds KRUPS To Its Consumer Brands Client Roster

2011-04-06T01:02:00.000-07:00

5W Public Relations, one of the 25 largest PR firms in the U.S., today announced the addition of KRUPS to its diverse roster of consumer clients. Since 1846, KRUPS has won admiration for its innovative, high-grade devices that deliver uncompromising performance, quality and design. In the 1950s, KRUPS launched its own revolution to design and introduce a wide range of kitchen appliances for those who continuously seek new gourmet experiences.

"5WPR is delighted to begin our work with KRUPS," said Ronn Torossian, CEO of 5W Public Relations. "This storied brand produces the most precise, convenient, and beautifully designed kitchen appliances available and demonstrates a passion for quality that is second to none."

Bold design, ingenuity, and master craftsmanship uniquely define the philosophy of the KRUPS brand, which employs cutting edge engineering to bring premiere products and the latest technologies to kitchens around the world. Whether to produce the perfect espresso or cup of coffee, create a masterfully frothed cappuccino, or use its array of products to craft the perfect breakfast, KRUPS has set the standard for product design and functionality.

5W Public Relations will execute a comprehensive integrated public relations program to promote KRUPS' products and legacy in the consumer marketplace. Key elements will include media and trade relations, social and digital media activations, celebrity integrations, co-branded partnerships, special events and more.

5WPR Ranked #5 in Beauty PR & Fashion Publicity

2011-03-25T03:17:00.000-07:00

5W Public Relations, one of the largest independently owned PR firms in the US, is pleased to announce that it has been ranked No. 5 in top PR agencies specializing in beauty PR and fashion public relations by O'Dwyer's, a leading public relations publication.

"Being recognized as the 5th largest PR agency specializing in beauty and fashion is very exciting, and its an area in which we have recognized tremendous growth in the last few years. I want to thank our diligent and hard working fashion and beauty staff, and clients. The imagination, resourcefulness, and passion we have is why 5W Public Relations stands out in the crowded field. I'm excited for our continued success in not only beauty and fashion, but firm wide – this year is shaping up to be a real growth year," said Ronn Torossian, President and CEO of 5W Public Relations.

VOGA Italia Wines Names 5W Public Relations as its PR Agency of Record

2011-03-18T04:31:00.000-07:00

5W Public Relations Expands Wine and Spirits Division and Adds VOGA Wines to Its Client Roster

5W Public Relations, one of the 25 largest PR firms in the U.S., today announced the addition of VOGA Wines to its roster of food and beverage clients. VOGA Italia encompasses all aspects offering a collection of crisp delicious wine thoughtfully packaged in a revolutionary re-designed bottle featuring a unique resealable cap.

"5WPR is delighted to have been chosen as PR firm of record work with VOGA Wines," said Ronn Torossian, President and CEO of 5W Public Relations. "We have tremendous experience working on food and beverage public relations campaigns, and are confident the elements of our integrated campaign will assist the brands growth."

VOGA Italia hails from Italy, the country best known for producing some of the world's best wine as well as its' keen sense of style. Since the company's inception, VOGA has earned numerous awards and accolades for their sleek and sexy glass cylindrical bottle, presentation and most importantly taste. The collection retails from $10.99 to $15.99 and includes Pinot Grigio, Merlot, Moscato, Quattro, Sparkling Pinot Grigio and Sparkling Pinot Grigio Chardonnay. VOGA is available in over 50 countries, hundreds of major cities, and can be found in thousands of the world's trendiest bars, restaurants and shops. Wherever, whenever, if you are drinking VOGA you are drinking IN Style.

Founded by Ronn Torossian in 2003, 5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized programs designed to impact our clients' specific business goals and objectives.

The firm is 1 of the 25 largest PR firms in the US, with practice areas devoted to digital media, consumer public relations, technology PR, health and wellness PR, travel publicity, crisis communications and corporate communications.

Read more: http://www.digitaljournal.com/pr/250264#ixzz1GwwHF300

W.R.K., Work.Rest.Karma Names 5W Public Relations Agency of Record

2011-03-18T04:26:00.000-07:00

5W Public Relations, one of the 25 largest PR firms in the U.S., today announced the addition of W.R.K. to its versatile roster of fashion clients. W.R.K. is a contemporary menswear collection standing for "Work. Rest. Karma." and brings together functionality with aesthetics through purposeful designs and a clean construction.

"5WPR is delighted to work with W.R.K.," said Ronn Torossian, president and CEO of 5W Public Relations. "The brand represents exactly the type of fresh thinking and entrepreneurial spirit that is hot today in men's fashion."

Matteo Gottardi, best known as founder and Creative Director of New York City-based clothing and retail brand Operations, introduces a fresh perspective when it comes to the fashion industry with his launch of W.R.K. In conception of the brand, Gottardi noticed a need for change in the market, and wanted to create a clothing company that not only saw technical/functional clothing and fashion as one, but a company that strives to give every person a product that he can value both aesthetically and functionally.

5W Public Relations has developed an integrated campaign to launch the brand and create a sustainable footprint for it within the fashion industry. Among several executions, our comprehensive public relations program for W.R.K. is designed to raise awareness, further develop retail distribution and brand loyalty among category influencers. Key elements of the program will include media relations, social media & digital, trade marketing, celebrity integration, CSR, co-branding partnerships, special events and other integration initiatives.

ABOUT 5W PUBLIC RELATIONS

5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized media programs designed to impact our clients' specific business goals and objectives. 5WPR's energetic, fast-paced, and focused culture earned the firm a spot on the INC. 500 list and the title of "fastest-growing agency" three years in a row. One of the 25 largest independent PR firms in the US, the agency maintains practice areas in consumer, technology, travel publicity, health and wellness, entertainment, lifestyle, fashion, and corporate communications.

Our growth and recognition stem from a focused, smart, and creative staff that expertly communicates client messages to impact ROI. Our committed team has the understanding and ability to harness the newest tools in a rapidly changing media landscape. This 24/7 approach to the media led the industry's foremost trade magazine to describe 5WPR as "aggressive in a way that clearly resonates with clients looking for a firm staffed with type A-plus personalities, a BS-free approach, and results from Day One."

CONTACT: Ronn Torossian, +1-212-999-5585

SOURCE 5W Public Relations

Evolution of a Pop Star

2011-03-09T02:15:00.001-08:00

Grammy winner Nelly Furtado has had a make-over. Ten years ago we met Nelly in the video she made for her 2001 hit single “I’m Like a Bird.” As Ms. Furtado described herself in that video, “I kind of had that pixie, spunky quality. ...” Now Nelly describes herself differently, “I'm at a point in my life where I am coming into my own as a woman. I feel most alive, sexy."

Some are saying the Nelly’s new look may come as a surprise to some of her most loyal fans. Her newest video for the song “Promiscuous” is a great new leap for Ms. Furtado, who believes the new look may be getting results.

"Maybe they liked my rapping," Furtado said, laughing. "I've never had a No. 1 album before. ... I think the people can tell we had a good vibe, had a lot of fun making the album. I tend to have a lot of ideas in certain sections of my brain and I decided to release my 'urban weapon.' Like the saying goes, sometimes it's best to surprise people when they least expect it."

According to public relations expert Ronn Torossian, surprise and change are key elements in a modern artist’s success.

"In a world of iPods and Xboxes, where people have increasingly short attention spans, artists must constantly evolve to be remembered 10, 20, 50 years from now," said Ronn Torossian, CEO and founder of 5W Public Relations. "They must evolve to become considered among the Elvises and Beatles of the world. Madonna has been an example of a classic reinvention. And the way the music industry is going these days, artists are not relying on album sales but are trying to turn their name into a brand."

Another artist who has parlayed his image into stardom is 50 Cent, whose real name is Curtis Jackson. Since he survived nine gunshot wounds in a 2000 shooting incident, he has turned that event into CD sales worth millions and a small branding empire. Taking his ‘gang-banger’ reputation and using it to produce successful CDs, 50 Cent has also starred in his own video game as well as starring in a partially autobiographical movie with the same name as his first CD, "Get Rich or Die Tryin.'"

"To the public, he is known as a gangsta, a gang banger -- for surviving those gunshots," Torossian said. "But 50 Cent is a successful businessman because he is on time for his appointments and says 'please' and 'thank you.'"

Torossian had a few words of advice, however, for Britney Spears.

"Britney Spears needs a reinvention. She also needs a new makeup artist, as seen on that interview with Matt Lauer on 'Dateline,'" Torossian said. "She needs to disappear for a while, to just be sent away where no one can find her."

MEDIA & REVOLUTION: IS CHARLIE SHEEN MORE IMPORTANT?

2011-03-01T01:50:00.000-08:00

As revolutions spread throughout the Middle East you can’t help but notice declining coverage in media – Quite different than the coverage of March 2003 during the American invasion of Iraq, with embedded reporters and constant TV coverage. That was followed in July 2006 with the Israel-Lebanon War of 34 days, when coverage was also limitless; night and day. Much of the American and even foreign media outlets were consistently covering the action.

On December 17, 2010, protests began in Tunisia, and we heard about it – in passing. Some of us paid more attention, but media gave it passing coverage as something going on in a foreign place; almost like the killing fields in Rwanda received coverage during the horrific genocides. It was happening, but it was so far away and so few details that it wasn’t top of mind.

And then Egypt came in January 2011. A revolution began and TV news was on the ground – even after being threatened and some correspondents being injured. Every day of the 18 day rally brought intense coverage of the people and the events. While Facebook and Twitter were part of the rallying cry for the people; the TV, Internet and print news coverage was a constant – as if to show us in the West, something completely revolutionary – a revolution by the people of an almost authoritarian hegemony. That was something to see and the media, and the people ate it up.

And now, we have Libya – a former arch-Enemy of America, replete with voluptuous nurses, the Lockerbie bombing and the years of stories…. And in mid-February a popular uprising began with the hope of ending the 41 year despotic rule of Muammar Qaddafi. We cared because “the region was in revolt”, and because of the oil. That said, we seem to be caring a lot less than we did…

Today, news reports that the revolt is “heating up” and that conditions in Libya are getting worse. Yet, TV coverage is trivial and far from what it was – many of the local papers reported on Charlie Sheen’s latest sanctimonious rant with more detail than the alleged deaths of hundreds, probably thousands, by Qaddafi forces. Media outlets were kicked out, and there’s no mass media within the country, the little we know is from handheld home videos. So, media can’t film it, so media doesn’t cover it.

The biggest revolution to happen in our time that can literally change the world has bored us. Qaddafi is not going fast enough for us to care, media is not able to walk around freely, so it just doesn’t get the headlines Egypt did – and hey, how long can we in the US stay focused on another region?

We are the A.D.D. generation, complete with blackberries and tweets wanting instant response, one wants revolution like we want our movies – in time and on schedule. One hopes that when history asks our generation about Libya’s fight for freedom, we can offer them something more insightful than the fact that it interrupted the war between CBS and a spiraling sitcom star.

5W Public Relations Adds Suki, Manhattan Snoring & Sleep Center

2011-02-28T20:02:00.000-08:00

5W Public Relations, one of the 20 largest independently owned PR firms in the US, is pleased to announce the addition of Suki to its growing roster of beauty brands, Manhattan Snoring & Sleep Center to its Health & Wellness client roster, and Prosperity4Kids to its family of lifestyle brands.

"We are thrilled to be working with these companies as their PR firm of record/brands," said Ronn Torossian, president and CEO of 5W Public Relations. "Given our extensive experience creating successful public relations programs we are confident 5WPR will deliver results for each of these brands in their unique categories and take them to the next level of awareness and success."

About Suki: Their philosophy of "evolutionary skin care science" grew from the founder's mission to develop a completely new way of formulating skin care – immersing high potency natural cosmeceuticals in synthetic-free bases. The line integrates advanced technology with botanical actives in products targeting face, body and hair. Each product is tested to work in unison with your skin, delivering a visibly healthy & radiant complexion.

About Manhattan Snoring & Sleep Center: The sleep study center was founded by snoring specialist David O. Volpi, M.D., P.C., F.A.C.S. who has had a private Ear, Nose, and Throat practice in New York City for more than twenty years. He founded the Manhattan Snoring and Sleep Center to be a total resource for diagnosis of the many physical causes of snoring, and to provide patients with the full range of treatment available today. Together with the expertise of snoring specialist, Eric J. Cohen, M.D., the center provides snoring sufferers with successful resolution to their snoring issues.

About Prosperity4Kids: Prosperity4Kids makes money fun for kids and easy for parents by giving kids the tools to create opportunities for lifelong success. These simple, easy and fun activities not only teach children powerful lessons in money, but same time teaches children critical life lessons in becoming responsible and independent. Creator, Lori Mackey has made it her mission to design fun, engaging financial education products and resources for parents and children. Products include: Money Mama & The three Little Pigs, Money Mama Piggy Bank, allowance chart, workbooks and more. www.prosperity4kids.com.

CONTACT:
RONN TOROSSIAN,
212-999-5585,
Ronn@5wpr.com
SOURCE 5W Public Relations
http://www.5wpr.com

MARKETING TO KIDS? HOW ‘BUG OUT’ WORTHY IS YOUR BRAND?

2011-02-11T06:13:00.000-08:00

Like most dads, I give into badgering. When my daughter is “bugging out” over “Minnie Mouse”, Ariel or the latest game, I often give in and want to calm the delirium. Last week I visited Disney with my daughter, and realized the similarities to Vegas are uncanny: you can’t get out of a ride without passing merchandise; temptation is everywhere and it’s hard to say no. It’s the same as Vegas, only the temptations are different.

With Toy Fair approaching in NYC next week, I’ve been thinking about the “sucker-cessful” children’s brands that can motivate any child to “bug out” and “sucker” a parent into purchasing. As a marketer by trade, I think the strategy is simple – yet brilliant and timeless.

Kids brands must touch different cords to sell products – Kids and parents. The kids, while not buying the product directly, are the sweet innocent puppy-dog faced ones badgering mom, dad and grandma to buy. Of course for parents, send messages we are ok with (For example for me, an over-protective, traditional father, sexuality for me instantly turns me off.)

Kids have strong purchasing power and don’t forget, they’re the adult consumers of the future. If you want to have staying power as a kids brand, you have to appeal to the child and the future adult. For example, now as an adult consumer my perception of “Mickey” is a pestering varmint that gets me to spend money often. Yet as a father, I consider Mickey a loveable character that triggers the imagination because of Mickey’s influence in my own childhood. So as Mickey and Minnie became items in my household, I concur and agree because I have pleasant memories.

Here are just a few strategies marketers can employ to get kids to “bug out” over their brand:

*Create a disruptive movement:* Silly bandz is a perfect example. A very simple product that created a movement by being everywhere at once. Their marketing scheme was a collaboration of word-of-mouth buzz, community-level promotion and aggressive media coverage right out of the gate. You couldn’t move without hearing about it.

*Building allegiance a.k.a. the “Mickey factor”:* Marketers plant the seeds of brand recognition in very young children, in the hopes that the seeds will grow into lifetime relationships. I like to call it the “Mickey” factor. According to the Center for a New American Dream, babies as young as six months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of images including logos and the products themselves.

*Engaging through Social Media:* The challenge for marketers is to cut through the intense clutter. Companies are engaging consumers directly through social media, a platform that targets a very activated and interested consumer. Social media allows marketers to monitor conversations, trends and behavior at real-time speed and react to it. Social media is “the” direction of the year for marketers and the best way to insert the brand and activate consumers en masse at rapid speed.

*Grassroots & Buzz Marketing:* The tried-and-true “word of mouth” method. The idea is to find influencers in a community and have them use or wear your product in order to create a buzz around it. Buzz, or “street marketing,” can help a company to successfully connect with the savvy and elusive teen market by using trendsetters to give their products “cool” status.

Ronn Torossian

5WPR

NEW WORLD ORDER & NEW MEDIA ORDER: HOW SOCIAL MEDIA CHANGED OUR WORLD, AGAIN.

2011-02-01T07:25:00.000-08:00

While it is still uncertain whether Egyptian youngsters will achieve their end goals, the young have not disappointed as they have moved quickly and unhesitatingly to form nothing less than a ‘New World Order’ – utilizing new media.

The 1970’s counter-cultural poem “The Revolution Will Not Be Televised” couldn’t be further from the truth today, as we see governments shutting down social media outlets. “The Great Lie” is harder to maintain than ever before, as self-created content via social media has spread to the Middle East and worldwide. While President Mubarak and many throughout the Arab world have ruled with a strong fist, I am sure that never did he dream that the biggest threat to his rule- and possibly an actual overthrow – would come through a simple technology that people entertain themselves with, through 140-character messages.

Jan 25, 2011 is likely to be remembered as the day commemorating the start of the modern Egyptian revolt led by the Internet. Many will also note that Egypt decided as an early measure to entirely disable both the internet and the wireless services implying our era’s “mouths-shutting” altering basic freedoms of expression in Egypt. In Tunisia, Social media was also found to be the main medium for anti-government forces to mobilize, inform, and communicate with one another.

So, whereas state run media in countries like these could previously propagandize to the people messages they saw fit, today social media is a mass communications tool whereby each citizen is a journalist, giving true rise to the title and concept of citizen journalism. This of course comes on the heels of Wikileaks’ whereby countries spent several days in sheer anxiety before each release. The unprecedented phenomenon causing undisclosed records to reach the public amass stirred diplomatic chaos worldwide.

Political philosophers such as Immanuel Kant and John Locke addressed the issue of a government’s responsibility towards its people, and social media allows people to force government to face their version of truth, whether they like it or not. New media today will result in the open – We see images today of protestors with hand held cameras surely for Youtube, and we remember the images a few months ago of the protests in Iran – Similar visuals only 30 years ago which would have very likely never reached the Western World.

The ‘truth’ is now in the open; exposed and accessible to people instantly and vertically across most of the world. The impact – is something we are currently witnessing. Lies and manipulations must be handled differently by dictators with this degree of transparency. It takes one person with a mobile phone to start a revolution, one network on Facebook to mobilize friends and contacts around a cause, and only 140 characters to start the process of expelling a dictator from Tunisia.

Social media has shown its potential with the simplicity of online and wireless access by individuals with passion, energy, and a just cause. While it is still uncertain whether Egyptian youngsters will achieve their end goals, the young have not disappointed as they have moved quickly and unhesitatingly to form nothing less than a ‘New World Order’ – utilizing new media. Perhaps state run media in many countries will also follow the lead of Venezuelan president Hugo Chavez who joined Twitter a few months ago, and invited Cuban head Fidel Castro to join him on Twitter. He had previously called Twitter a potential “tool of terror” – but maybe he has realized that it can be used as his tool of terror.

China, Syria, Iran and other South American countries are working to limit the access their people have to online media outlets, they know that if they want to protect themselves, they need to limit the use of these platforms, or learn how to harness social media tools themselves.

Ronn Torossian

5WPR

PUBLIC RELATIONS UP AND UP: PR JOBS AND PR BUSINESS

2011-01-20T08:35:00.000-08:00

The following informative survey issued by the Council of Public Relations Firms was quite informative and accurate about whats doing in our industry, and as they say it “the fourth quarter results are in, and the results are better still!”

http://blog.prfirms.org/2011/01/let-the-good-times-roll%E2%80%94results-from-our-fourth-quarter-member%E2%80%99s-survey/

Agree with the highlights:

* New business pipelines seem to be opening wider. A full 56.4% of firms reported that new business prospects were stronger than a year ago, with the vast majority firms (76.4%) citing social media as one of the strongest expected growth areas. Other areas where firms were expecting the most new business growth included consumer marketing (listed by 58.2% of firms), issues and crisis management (30.9%), and corporate communication (27.3%).
* More business coming in is translating into an improving hiring environment and more career opportunity for people in our profession. Almost two thirds of firms (63.6%) anticipated increasing hiring in Q1 2011 as compared with the same period in 2010; just four percent of firms predicted they’d hire fewer workers. The bulk of these new jobs were mid-level, with 67.3% firms stating that they’re currently hiring for people in the account executive to account supervisor range, and 41.8% of firms reporting they’re hiring at the Vice President or Senior Vice President levels.
* Why is our industry doing so well in the marketplace? Clearly we’re able to deliver the kinds of solutions that clients want. But we’re also doing more to quantify this value; over half of respondents reported that they had enhanced measurement of return on their clients’ PR dollars during the past year. This is an important discussion to be able to have with the client procurement (or sourcing) department.

So with all of that said, 5WPR has a number of PR jobs open and we are accepting resumes at careers@5wpr.com

Ronn Torossian

5WPR

What’s Next for Al Gore?

2011-01-13T05:18:00.000-08:00

While it’s always a relief to be cleared of criminal allegations, for high-profile leaders like Al Gore, an acquittal in the court of law does not imply a similar outcome by the court of public opinion. We tend to remember public figures for their mishaps and embarrassments.
Unfortunately, the media doesn’t always hold an “innocent until proven guilty” stance like they do when allegations first come out. In fact, some of you may have followed Portland’s sexual harassment story, but not heard of Portland’s court decision to close the case. The decision was just not as “newsworthy” as the story itself.

So how should former Vice President Al Gore go about clearing his name in the “court of public opinion?” Now that he’s been officially cleared of charges, and with sour legal issues behind him, he needs to make a major public appearance: a major “softball” interview in a selected media outlet.

Gore’s been cleared in the court of law – and kudos to his lawyers for that – but now its time for his PR game to follow suit. In his interview, he needs to share his bewilderment with false accusations, the harm done to the “Gore” brand, and the harm done to his personal brand, too. Now it’s up to Al Gore to go on national TV and take a front-line spot to make a strong statement for his brand name.

Individual brands build strong associations in the minds of the general public – both positive and negative. Al Gore maintained a clean reputation during the Clinton years in the White House. He was seen as the well-focused Harvard scholar and photo-journalist that attended the Vietnam battlefields and was later titled “founder of the internet.” More recently, however, Al Gore became the “ambassador of global warming,” known to speak all around the world with extraordinary interest and enthusiasm on the dangers of this environmental phenomenon. Now is a critical time to determine his next brand-association. It is up to him to decide where his reputation goes from here.

Here are some practical ways to recover from a crisis:

1. Break the silence: Strategically attract a top-tier media for a “softball” interview. This will get the attention necessary to put a positive spin on the resolved case, identify how easy it is to make false accusations, and how baffled you were by the accuser’s actions.

2. Make factual points: For example, the public was not present in the interrogation rooms. Only a few among the media mentioned that the allegedly harassed woman failed a polygraph test or that the case was closed for conflicting details in her testimony. Consider sharing these details to make a basic point of “knowing-the-facts” before making any judgments.

3. Present your new “you”: So what’s next on your agenda? How will the public benefit from your service to the country, the environment, or any other cause you choose to promote? Make sure the public wants your name to be cleared – because you act for and represent the public’s best interest. Attract sympathy and support showing you’re willing to find new energies.

4. Inspire: The public loves comeback stories, so give them one. Make the private viewer relate to you by telling how this was a learning experience and how we all face ups, downs, and crises in our lives, which only serve to strengthen us in our different directions.

5. Replace the news items under “Al Gore”: PR news crises of the sexual kind are particularly hard to control and they don’t fade quickly. Internet searches will bring up results covering this humiliating topic, but it’s only true up until you provide some new items that relate to your true actions. Tiger Woods had to wait to replace his mess with the U.S Open scores and achievements. Your brand is associated with many more aspects of life, giving you the leverage to relate to various issues. Make sure to strategically bring us new news.

It’s not easy to recover from a PR crisis, but public figures can apply professional communication strategies to make, and even remake, their positive reputation. Every crisis is also an opportunity.

Ronn Torossian is president and CEO of 5WPR, one of the 20 largest independent PR firms in the U.S.. Named one of the top “40 Under 40″ by PR Week and Advertising Age, Torossian was a semi-finalist for the Ernst & Young 2010 Entrepreneur of the Year Award, and his PR agency works with a roster of iconic brands.

SUNDANCE '08: 5WPR CEO Ronn Torossian and BET CEO Debra Lee

2010-12-21T08:23:00.000-08:00

SUNDANCE '08: 5WPR CEO Ronn Torossian and BET CEO Debra Lee

Ronn's Tip of the Day

2010-12-21T08:13:00.000-08:00

"Always be networking. Successful entrepreneurs realize that professional and personal contacts bridge together. From the barbershop to the boardroom, there is always an opportunity to meet someone that can positively impact your business."

Ronn Torossian
5W Public Relations
New York
www.5wpr.com

Apra International LLC Wins 2010 WWD Beauty Biz Award

2010-12-21T05:41:00.000-08:00

Fragrance Manufacturer Recognized for Jordin Sparks Fragrance "Because of You"

Apra International LLC, who created the first fragrance by Platinum Recording Artist Jordin Sparks, "Because of You", was presented with the 2010 WWD Beauty Biz Award for "Best Executed Launch Strategy" in the Mass Fragrance category. The award was announced today at the WWD Beauty Biz Awards breakfast at the Four Seasons Restaurant in New York City where industry elite gathered to honor the most innovative beauty products of 2010.

Apra, a leading fragrance company known for creating high-quality, affordably priced celebrity/designer scents, was recognized for its bold launch strategy in creating an inexpensive, yet premium celebrity fragrance and for partnering with a fresh, fast-fashion accessories chain. The initial launch strategy which began this past October was executed by 5W Public Relations and included personal appearances by Jordin Sparks for media and consumer orientated events to highlight Jordin's accessibility factor.

"We are honored to receive this award for the launch of our first celebrity fragrance endeavor and thank Jordin Sparks for making this amazing partnership possible", says Ezriel Polatsek, CEO of Apra. "From the start, Jordin shared our vision of creating an affordable yet fun, high-quality fragrance that appeals to all ages."

According to WWD Beauty Biz Magazine, Apra and Jordin Sparks fully succeeded in their goal of creating an affordable fragrance, making it well within reach of most consumers, particularly Sparks' younger fan base. Apra's innovative thinking in regards to distribution proved successful, first launching exclusively at Dots national retail stores and is expected to be in 25,000 mass market doors by 2011.

Often called "the fashion bible," Women's Wear Daily serves as the voice of authority, international newswire and agent of change for the fashion, beauty and retail industries. Their readership includes retailers, designers, manufacturers, marketers, financiers, Wall Street analysts, international moguls, media executives, ad agencies, socialites and trend makers.

About Apra International LLC

Apra is a leading fragrance company known for creating high-quality, affordably priced celebrity/designer fragrances. By introducing up and coming celebrity fragrances at affordable prices, Apra plans to carve out a piece of mass market fragrance sales by giving its consumer base something that the other leading market fragrance companies cannot offer due to their competitor's inefficient cost structure.

About 5W Public Relations

5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized media programs designed to impact our clients' specific business goals and objectives. 5WPR's energetic, fast-paced, and focused culture earned the firm a spot on the INC. 500 list and the title of "fastest-growing agency" three years in a row. One of the 15 largest independent PR firms in the US, the agency maintains practice areas in consumer, technology, health and wellness, entertainment, lifestyle, fashion, and corporate communications. Our growth and recognition stem from a focused, smart, and creative staff that expertly communicates client messages to impact ROI. Our committed team has the understanding and ability to harness the newest tools in a rapidly changing media landscape. This 24/7 approach to the media led the industry's foremost trade magazine to describe 5WPR as "aggressive in a way that clearly resonates with clients looking for a firm staffed with type A-plus personalities, a BS-free approach, and results from Day One."

5W PUBLIC RELATIONS NAMED PR AGENCY OF RECORD FOR CERNIUM CORPORATION

2010-10-26T13:46:00.000-07:00

New York, NY – October 26, 2010 – 5W Public Relations, one of the 15 largest independent PR agencies in the U.S., today announced the addition of Cernium Corporation to its roster of consumer brands and lifestyle clients. Cernium develops innovative products that deliver relevant, visual information for better security, business process improvement and lifestyle management.

“Cernium leads the video technology industry in both product offerings and though leadership and we are thrilled to have been chosen as the company’s PR firm of record. As Cernium continues to be a change agent in its category, we look forward to helping build its brands exponentially,” said Ronn Torossian, CEO and President of 5W Public Relations.

“We’re excited to partner with 5WPR in continuing to build recognition of our brands,” said Craig Chambers, president and CEO, Cernium Corporation. “With Archerfish, we’ve brought homeland security video technology to consumers for the first time, and we look forward to accelerating the brand momentum behind this innovative product.”

Cernium products span the consumer and industrial physical security markets and include:

Archerfish®: an award-winning line of consumer video monitoring and recording products for home and business with built-in homeland security technology that understands what it sees. Archerfish Solo™, the Thinking Camera™, launched this year. Learn more at www.myarcherfish.com;

CheckVideo®: a hosted intelligent video alarm verification solution for remote video monitoring. Easily integrated with central station automation software, CheckVideo benefits third-party monitoring companies and their customers by enhancing security and reducing false alarms;

Perceptrak®: enterprise video analytics software for organizations that employ their own security force and actively monitor live video. Perceptrak integrates with leading IP video management systems to dramatically increase safety, security and operational effectiveness;

ExitSentry®: the industry-leading monitoring system for airport checkpoints and exit lanes. ExitSentry automatically watches people and object flow to identify and alert on wrong-way motion from public to secure areas.

5W Public Relations will execute a comprehensive public relations program including strategic positioning through thought leadership, partnership development, and stakeholder relationship building to raise awareness of Cernium’s brands and increase the company’s recognition in the consumer and corporate marketplace. Key elements of the program will include media relations, company award recognition, and product integration initiatives.

About Cernium:

Cernium Corporation develops innovative, high-value products that employ video to deliver useful and timely information for better security, communications and lifestyle management. Cernium has brought advanced video technology to customers worldwide, from residential and business consumers to Fortune 100 manufacturers and government institutions. Cernium’s portfolio includes Archerfish®, the first intelligent video monitoring and recording solution for consumers; CheckVideo®, managed intelligent vide of central monitoring stations; Perceptrak®, video surveillance software for media-large enterprise; and ExitSentry®, passenger flow monitoring for airport checkpoints and exit lanes. For more information, please visit www.cernium.com.

New York Global Group Engages 5W Public Relations

2010-09-03T05:17:00.000-07:00

5W Public Relations, one of the 15 largest independent PR firms in the U.S. was hired to manage a full scale Public Relations campaign for New York Global Group.

Known on Wall Street as the expert on the Chinese economy and corporate environment, New York Global Group (NYGG) advises China-based companies as well as American firms doing business in China on corporate finance, strategic growth and investments. Named "Best foreign investment advisory firm in China" by financial Chinese publications, NYGG assists businesses overcome cultural and regulatory barriers by partnering with alliances such as The People's Bank of China, China Association of Mayors, and local governments of a dozen Chinese cities. Benjamin Wey serves as Managing Director of the firm.

"5WPR is delighted to add New York Global Group to its top tier array of clients," said Ronn Torossian, President and CEO of 5W Public Relations. "The direction of markets and global economy today puts greater responsibility on key players such as New York Global Group to leverage on their acquired expertise and assist other financial institutions interacting with Asia. China's 2nd largest economy status is increasingly an attraction for opportunities, and under the leadership of Benjamin Wey, the firm will continue to thrive."

About New York Global Group: NYGG (www.nyggroup.com) is a middle market advisory firm on Wall Street specialized in executing China related transactions. Based in New York and Beijing, staffed with over 80 in-house bilingual CPAs, financial analysts and corporate advisors, NYGG has efficiently executed more than 200 China related projects in the areas of investment advisory, direct investments, M&A, research, due diligence and market entry assistance over the last 16 years.

ABOUT 5W PUBLIC RELATIONS:

5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized media programs designed to impact our clients' specific business goals and objectives. 5WPR's energetic, fast-paced, and focused culture earned the firm a spot on the INC. 500 list and the title of "fastest-growing agency" three years in a row.

One of the 25 largest PR firms in the U.S., the agency maintains practice areas in corporate & finance, consumer, technology, health and wellness, entertainment, lifestyle, and fashion. Our growth and recognition stem from a strategically-focused, smart, and creative staff that expertly communicates client messages to impact ROI. Our committed team, led by CEO Ronn Torossian has the understanding and ability to harness the newest tools in a rapidly changing media landscape.

This 24/7 approach to the media led the industry's foremost trade magazine to describe 5WPR as "aggressive in a way that clearly resonates with clients looking for a firm staffed with type A-plus personalities, a BS-free approach, and results from Day One."

5W Public Relations Grows Social Media Roster

2010-08-20T04:43:00.000-07:00

5W Public Relations, one of the 15 largest independent PR agencies in the U.S., announced the addition of Cameo Stars, the first-ever application that enables celebrities to make virtual cameo appearances in fans' social network pages and mobile devices, to its social media roster. They will serve as PR firm of record for the brand.

"As the convergence between social media and branded entertainment continues at a breakneck pace, we are delighted to have the opportunity to play an active role in the promotion and growth of the revolutionary Cameo Stars concept," said Ronn Torossian, President and CEO of 5W Public Relations. "With the deep seeded roots of 5WPR in technology, music and entertainment, we are certain that we will be able to provide the brand building support Cameo Stars requires out of the gate and as their team continues to evolve their consumer and professional offerings."

Making its official debut yesterday in a NY Times feature, Cameo Stars is the first-ever application that enables celebrities to make virtual cameo appearances in fans' social network pages and mobile devices. The Cameo Stars application, currently in public Beta on Facebook, enables consumers to have top entertainers and athletes perform and deliver a variety of personal messages and 'pokes' directly in the individual's, or their friend's, Facebook pages. Carmen Electra, Drew Brees, Reggie Bush, and Tony Romo are among the celebrities whose social cameos are immediately available. Cameo Stars is currently in production with hundreds of other notable entertainers and athletes whose social cameos are scheduled to premier throughout 2010 and 2011.

About Cameo Stars

Launched in 2010, Cameo Stars is the first and only company that enables celebrities to make virtual cameo appearances in the everyday lives of fans online. Consumers can now collect or send top entertainers and athletes to perform and deliver a variety of personal messages directly in the consumer's, or their friend's, social network page or mobile device. Invented, created, and distributed by the company, the "social cameos" transform exclusive celebrity content into virtual goods designed expressly for the intimate stage that social media provides. For more information on Cameo Stars and its offerings, please visit www.cameostars.com.

Why Apple and its brand can endure a crisis

2010-07-16T06:02:00.000-07:00

Much different than BP, Toyota, Mel Gibson, Tiger Woods and Dell, Apple can better weather negative media and afford a PR crisis (if such a thing is possible). Let's keep things in perspective for Apple -- The brand is so hot that there are waiting lists for their products, and they won't even take your money in their stores. Even with a massive, high-probability record-recall, Apple still will emerge unscathed in the big picture. They have made so many right moves for so many years that one misstep was to be expected.

In exploring the world of branding and marketing, people tend to lean on the mass marketing concepts taught in schools of business. They teach about power branding, co-branding, differentiation and loyal consumers following their brand preferences. As these are all valid concepts, it is a natural negligence of the power of the brand stemming from media coverage and public awareness. If not for PR management and buzz around innovation, none Apple's inventions of the last decade would have been as successful as they currently are.

Were people agitated by Dell only since its batteries burst into flames while working on your laptop? No, the batteries were one additional negative aspect of the brand stemming from the late 90s' caused by reckless communication management instead of quality service. As for the recent Mel Gibson fiasco, are the newly released tapes the only reason the public is asking to end his career? No, there is a recent history with poorly-considered statements and very unfortunate timing. This also applies to BP with the oil spill and the public opinion of corporate 'Greed,' goes alongside the jealousy and anger towards Tiger Woods' glamorous career, and concludes with Toyota, which simply wouldn't admit to mistakes and playing with peoples lives. They all paid the price and will continue to for miscommunication.

Apple has been innovating and determining the way consumers of all walks of life live, do business, and interact. It is a brand that applies to all industries and it reinvents itself all the time while dominating the markets of Telecom, Tech, and mass consumption. Just as Fed-ex defined overnight travel, how many people are walking around with "walkmans" these days? No one, now it's the iPod, stupid. Apple has amazing products, but all of them would mean nothing had Apple neglected the communications around its activity.

If IBM's Thomas Watson of the 50's is known for his pathetic statement, "I think there is a world market for maybe five computers", then Apple is known for the exact opposite. The bi-annual Apple extravaganza in San Francisco is an unprecedented attraction of media attention. It is as if every single year Apple will and should introduce us to a new way to make life easier. Its CEO is a brand power that is reenergized by his quiet, almost "simple" character that lacks colorful dimensions. The products enjoy a pre-sale rate that shows a blindly-directed consumer market, overachieving substitutes.

Today, Apple can afford the iPhone 4 recall because -- from the public's view -- they are almost vital to our "existence." The awareness this brand gained and maintained in the minds of the masses stands as a symbol of technological modernity. It defined mobility. It reads portability and integration. It defines social interaction through its apps. As a business, it acts as a generator of income for app developers and social media marketers, and let's not forget how it revolutionized the music industry through iTunes.

What Apple did that no other brand could do is integrate and harmonize all its sub-brands as leverage for a major awareness-building stunt -- known to us as "Apple". In contrast to Toyota, people will return the device and impatiently await its replacement, because Apple doesn't have peers, whereas a Toyota driver can easily drive a Honda, instead. In addition, Apple lures customers to the next innovation -- be it iPad 3, iPod 5 or Shuffle 8. When Toyota cars were returned, it was a 'Goodbye' wave from former drivers. The recovery for Toyota will require a regained credibility and loyalty on the consumer's end. On the other hand, the Apple case is so strong that loyalty remains intact.

The strength of Apple stems from its PR and brand awareness. The probable recall reinforces the public opinion of Apple that displays it as a highly-crucial piece of equipment in our daily lives. Apple described the possible recall as a "sign of its commitment to consumer quality devices," and that shows how well the PR machine works for Apple. For any other brand this would mean a disastrous outcome and a possible end to periodical success.

For Apple, it's a re-run of the suspense and sleeping bag phenomenon seen outside Apple stores worldwide. If they sold 3 million devices now, I'm thinking they will sell 5 million by the end of this epic.

Ronn Torossian is president and CEO of 5WPR, one of the 20 largest independent PR firms in the U.S. Named one of the top "40 Under 40" by PR Week & Advertising Age, Torossian was a semi-finalist for Ernst & Young 2010 Entrepreneur of the Year Award, and his PR agency works with a roster of iconic brands.

Plant your PR Seeds too; How StartUps can make the most of the VC Recovery

2010-07-02T07:58:00.000-07:00

The word on the streets in Manhattan and inside my network of CEO's is that the Venture Capitalists are back. They collected their gains from 2009 which ended strongly and started off a robust Q1 2010. With funds starting off 2010 with $5 billion, -a 41% increase from 2009- venture capital funds have more to offer early-, mid- and late-stage companies -- great news for technology and web startups. How will your startup stand out THIS early stage in order to get some funding? Spend some time on PR and see how VC's find it easier to reach you. Pitch investors as if you're the next "twitter', "Facebook', or the next great telecom solution.

Venture Capital funds have learned their lesson. In 2004 they raised around $20 billion, increased to $36 billion in 2007 and, well" you know what happened next. With this in mind, $5 billion of course is put in some perspective. The point being, it's much more competitive out there. If you know you truly deserve it, follow these next steps to gain vantage point when they seek for new opportunities.

The one concept is the creation around buzz the need to fund your company, That is, the solution, the lack of alternatives, and finally the promise coming through innovation. A few concrete ideas:

1. Blogs: start 2 or 3 blogs around the topic. Join existing blogs which cover your field. Start raising the issue. If your startup is solution-based focus on the problem first. Don't reveal your product, and don't push the problem too much either. You don't want to lead anyone towards the solution. Be personal and introduce yourself using your "elevator pitch'. It's a good practice.

2. Social Media: with the problem-solution model in mind, you can join LinkedIn groups; create your social network with people on the provider, manufacturer, analysts and finally investment guys. In addition repeat advice #1 on relevant groups in LinkedIn. Integrate your group posts with your blog posts and vice versa. Its very effective for SEO.

3. Twitter: in contrast to what you may think, twitter is NOT a popularity test for brands and people. It's a practical marketing and business tool. Use it wisely. Open a twitter account both for yourself and your brand as well as for each of your team members. Use it to create conversations frequently over the solution you're offering as well as the need for it in the markets. Tap both the markets as well as circles around financial and investment operations. Choose your followed twitters carefully by relevance. Sign your account up on twitter directories for the fields your startup is catering to. End-users as well as developers, programmers, marketing and all players in the tech field.

4. Media relations: this is probably the most challenging for startups but also one of the most effective way of attracting funding opportunities. It's especially difficult if you don't really have a PR firm taking care of you yet. The logic behind it is obvious: you want to throw the word out there that you exist, that you are relevant and that you are highly needed to fill up a gap, a social and technological demand etc. In order to have YOUR product answer these questions you need to strategically plan your way in advance. This requires frequent communications about trendy and timely issues that revolve around your startup.

5. Integration: No, not the technological term "integration" but the PR concept. You just have to lead the choir in perfect harmony. Your website, blogs, twitter, social media sites, and various publications should all be well connected. THAT's the essence of a buzz. Make people from different sources reach the same conclusion: brand "X' is the solution to problem "Y' that we have. I guarantee that if followed correctly, the media will pick up on the buzz themselves. The conversations you lead on twitter, the insightful posts on your blogs, and the presence of your brand and yourself in social media and of course the opportunities granted by media placements all have a crucial role when it comes to the investor.

Venture capitalist read newspapers on the way to work. They have a social-media life too. They seek information online through search engines. And rely on industry analysts. These analysts put a finger up to feel where the wind is blowing. Make sure you blow that wind when they do.

5W Public Relations Selected by Fresh Harvest Products

2010-06-18T06:23:00.000-07:00

Fresh Harvest Products, Inc. (OTC Bulletin Board: FRHV), a developer and marketer of natural and organic products, today announced the selection of 5W Public Relations, one of the 15 largest independent PR agencies in the U.S., as public relations firm of record. The natural and organic products company will join the ranks of 5W Public Relations high profile clients in the Health and Wellness division. The NYC based Public Relations firm will be responsible for publicity and branding surrounding the company's Wings of Nature and AC La Rocco brands.

"We are looking forward to this new relationship with 5W Public Relations, their results driven attitude is exactly in line with our mission. As we are expanding retail accounts, we believe 5W Public Relations will greatly increase our brand awareness and consumer exposure," said Michael Friedman, CEO of Fresh Harvest Products. "Fresh Harvest Products is a growing company and we look forward to the future."

"Fresh Harvest Products offers a premier line of natural and organic products for everyone from gym buffs to kids," said Ronn Torossian, CEO and President of 5W Public Relations. "We are thrilled to be chosen as the Public Relations agency of record for this thriving brand and we look forward to bringing them to the next level."

Avoiding Crisis Management – 7 Useful Tips: From Blackwater to Main Street

2010-06-11T04:27:00.000-07:00

By Ronn Torossian, President and CEO, 5W Public Relations

In what are probably the latest developments in huge declining reputation trends, we read of the up-for-sale of “Blackwater Xe”, the private security firm. Combine that with the increasing calls on the CEO of BP Energy to step down as a price for the oily mess. These result in a price tag for bad publicity, damaged reputation, and lack of control over brand positioning.

Even the most perfect cross-industry brands and fans of Corporate Social Responsibility companies are not immune. Patriotic, job generating and substantially-contributing companies may find themselves facing a public fiasco without proper prior warning. It can even apply to “country-brands” like Israel who stand up for many things, but cannot sufficiently channel the limelight towards those advantages when crisis knocks on their doors.

Sometimes you feel you are operating in an environment where you cannot afford to disclose operational secrets, structures, financials or policies. But it’s vital to find focused messages on what you COULD reveal, clarify on, and interact with the public asking for input too.

Ed Murrow, CBS journalist and one of the early directors of the United States Information Agency during the Kennedy years and facing the Bay of Pigs fiasco in 1961 said: “if they want me in the crash landings, I better damn be in on the take-offs”.

Here are 7 reasons and ideas to shift your PR from crisis clean-ups to a management function TODAY:

1) Having a PR rep in a meeting on policy initiatives can be leveraged for brand building and positioning, both pre-emptatively and for positive impact.

2) Good reputation management begins early on. Not when damaged reputation requires fixing. Reputation is identified and managed well during decision making processes

3) Control. Early PR gets the messages YOU want to disseminate to your publics in advance so you won’t have to deal with rumors and blog-standard sources which take all your Google-results space during a crisis

4) The key to every PR story a.k.a “the angle” should be pulled from management functions which PR professionals are ear-sensitive to find and pick up

5) Attending management decision making processes can help create plan B’s and C’s and placed in a drawer for stormy days

6) Interaction with key figures on a board can generate new ideas and key messages from various company divisions’ execs used as extra PR “bonus points” in building clarity, integrity and reputation for target audiences. Who knows where your next positive news item placement will come from ?

7) Most important: realizing PR is a two-street which can be utilized to also receive information from your key publics via PR research on their preferences, tendencies and views of your brand. This can imply on decision making in the boardroom and can prevent the next bad turn by the person on the wheel

Avoid the next bad decision snow ball. You don’t want to find yourself in blackwater mud.

Ronn Torossian is the founder and CEO of 5W Public Relations. He was selected as one of the promising “40 under 40” executives by PR Week and ADVERTISING AGE, and owns 1 of the 20 largest independent PR firms in the U.S. Contact via email @Rtorossian@5wpr.com or on twitter @rtorossian5wpr

Ronn Torossian: Hospital PR Pro Behaved Appropriately in Viral Video — But M.I.A.'s Tweet Missed the Mark

2010-06-04T05:02:00.003-07:00

Social Media Relations Sinners or Winners?

Ronn Torossian - By Ronn D. Torossian, President and CEO, 5W Public Relations

Public relations professionals walk a difficult tightrope between serving clients who pay our bills and satisfying the media whom we usually have to convince to write about our clients. This is a delicate balance, and sometimes PR agencies (although we don't often discuss it) are hired to keep our clients out of the media or deflect negative stories. We believe clients often hire us to protect them from the media, much as they would hire an attorney to protect them in legal proceedings.

A recent video making the rounds online—and attracting controversy—features an ABC San Francisco reporter, a PR representative for Laguna Honda Hospital (both male) and another hospital employee (female). The PR professional is being widely condemned for his behavior. I strongly disagree. Watch the video, and consider the following:

* The reporter, a man, stands directly in the path of the shorter hospital administrator as she enters the room, and again as she tries to leave the room.

* Using a camera as his bully pulpit, the reporter disrupts a planned meeting and follows the woman throughout the room and the hospital facilities as if he owns them.

If someone repeatedly blocked your way at work, what would you make of it? Additionally, both before the meeting and after, the reporter talks loudly over the woman, forcing her to repeat seven times that she is not available for an interview.

The PR pro appears to be doing his job: He didn't raise his voice and, to my eyes, did all he could to deflect the reporter's attention to himself. The PR professional is clearly an annoyance to the reporter. In the end, the PR person seems to have shut down the reporter's planned ambush. (And doesn't the reporter display a certain haughtiness?)

The spokesperson seemed to be protecting his staff (similar to how a good attorney would), and I for one fail to understand why one assumes that the media has the right to question people. Do people not have the right to "defend" themselves?

A completely separate controversy now surrounds the musical artist M.I.A., who was profiled this weekend by the New York Times Magazine in an article by Lynn Hirschberg. She subsequently tweeted to her over 111,000 followers the journalist's cell phone number to express her displeasure at the reporter's clearly negative story.

Wow! This is clearly harsh, and one can understand why M.I.A isn't happy with the story. I'd ask why she did an interview regarding these issues? What was the artist trying to accomplish by allowing herself to be interviewed? I'd have suggested if she is concerned, why do the interview with the same journalist that wrote an extremely harsh article on Courtney Love (which also stirred up quite a bit of controversy)?

Clearly, this article will do quite a bit of lasting damage. Does M.IA. have any proof that the article is biased? Did she or her assistants record the interview (as we often do if we are entering sensitive interview ground)? If they did, they could then release interview segments showing its inaccuracy.

When dealing in the world of crisis communications, consider taping the interview and discussions for yourself (to guard yourself against a reporter's possible agenda).

Understandably, Lynn Hirschberg called M.I.A.'s tweets "fairly unethical" and "infuriating."

M.I.A. clearly misstepped. As an artist, M.I.A. may indeed have stepped over the boundary, but one wonders what the next moves from her PR team will look like.

Torossian Comments on BP

2010-06-04T04:52:00.000-07:00

A crisis like this can break a company. BP is clearly in a lot of trouble. It's too soon to know whether the company can recover, but the PR problem keeps growing. The golden rule for PR is clarity and I don't think there's anything here from BP's executives that gives people confidence.

Weighing In On the Price of a Name

2010-04-19T00:17:00.000-07:00

A recent federal bankruptcy case has raised some very interesting questions about branding and the power of a name. In question were three Atlantic City casinos that include the Donald J. Trump name. Monday’s 121 page ruling proved just how powerful a name truly is, as U.S. Bankruptcy Judge Judith Wizmur ruled in favor of Trump. Her ruling allowed Trump, Trump Entertainment Resorts Inc. and its bondholders to maintain control of the Trump Plaza, Trump Taj Mahal, and Trump Marina casinos even as they emerge from their third round of bankruptcy.

"By having the Trump stamp on your brand, you're making a very strong statement - one that is very positive and one that resonates with consumers and banks, both domestically and internationally," says Ronn D. Torossian, president and chief executive officer of 5W Public Relations L.L.C., one of the nation’s 20 largest public relations firms with offices in New York and L.A. "It's a brand that is worth a tremendous amount."

For the New York real estate world, few people were surprised by the judge’s ruling. The Trump name has carried a hefty weight in the New York area since the mid-1980s.

"Just the name brand says a lot," said Amir Korangy, founder and publisher of The Real Deal, a newsmagazine considered the bible of that state's real estate industry. "It's like having the name Awesome."

In the end, Judge Wizmur ruled that the Trump name and the casinos are unequivocally linked and that a name, indeed, is worth a great deal; especially when the name is Donald Trump.