PR Expert Commentary in Huffington Post

1. PR Expert Commentary
in Huffington Post
By 5W Public Relations

2. PR Expert: Ronn Torossian
Ronn Torossian founded 5W Public Relations, 1 of the 25 largest American PR
Firms. Based in New York City, Ronn Torossian has overseen the growth of 5WPR,
the PR Agency to the Inc. 500 list, and 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.
A born and bred New Yorker, Ronn Torossian has overseen PR initiatives for clients
including Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald,
IHOP, McDonald’s, Evian, EDS, VeriSign, XM Radio, Seagram’s, The Loews Regency,
Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson,
Snoop Dogg, the Government of Israel, and others.
Ronn Torossian is a past semi-finalist for Ernst & Young’s Entrepreneur of the Year,
and wrote a Public Relations book “For Immediate Release: Shape Minds, Build
Brands, and Deliver Results with Game-Changing Public Relations” which was
released late in 2011 and is an Amazon.com best selling Public Relations book.
Ronn Torossian resides with his family on Manhattan’s Upper West Side and was
named to Advertising Age’s “40 Under 40″ list, as well as PR Week’s “40 Under 40″
List. He is a member of Young Presidents Organization (YPO), and a board member of
numerous non-profit organizations.

3. And last week's Aurora massacre isn't only sitting squarely on the
shoulders of "The Dark Knight Rises.” …
So does a case of bad timing have the ability to permanently mar a film,
making it a constant reminder of real-life tragedy rather than
entertainment?
"After congresswoman Gabrielle Giffords was shot last year, people
spoke of politics being more civil forever and now, only a year and a half
later its back to normal," Ronn Torossian, CEO of top PR agency 5WPR,
told The Huffington Post. "Movies will be the same. Barack Obama and
Mitt Romney have both temporarily pulled negative campaign ads in
Colorado and as sure as I am that their negative ads will return, so too
will regular marketing for ['The Dark Knight Rises']."
Read More: http://www.huffingtonpost.com/2012/07/26/the-dark-knight-rises-
aurora_n_1696633.html?utm_hp_ref=entertainment

4. "For better or worse, celebrities have wacky parents, just like the rest of us mere
mortals. One only wishes that many celebrity parents realize that, because of their
last name, their words are going to be taken in a whole different light," says Ronn
Torossian, CEO of 5WPR. "Celebrity parents can absolutely hurt [or help] their
child’s career. We have worked for celebrities who we have had to advise to stay
away from certain family members for concern of how media would portray the
relationship."
Just as for celebrities, their family members need to learn quickly that once fame
arrives, the spotlight shines brighter on what you say and do.
"There is a price for success, and for parents of celebrities it means they have to
watch what they say and do or can embarrass their children," Torossian says.
"When celebrities become famous, the lives of their immediate families also
change: do you think one of Justin Bieber's siblings could hold down a normal
teenage job? Could Ryan Reynolds' dad have a regular nine to five, where
everyone didn't whisper 'wow that's Ryan Reynolds' dad?' Life changes for
celebrity parents and smart parents recognize it and adapt accordingly."
Read More: http://www.huffingtonpost.com/2012/07/09/celebrities-parents-embarrassing-
brad-pitt-mother_n_1659535.html

5. The anatomy of celebrity divorce statements reveals several key ingredients:
1. Let's pretend we're friends and we wish nothing but the best for each other. I
know you just petitioned for sole custody and are trying to break our prenup but
come on, let's put on a good face for our fans.
2. We lasted seven years? That's somewhat of an accomplishment, given that
I've hated you for six of them. (The only celebrities to mention how many years
of marriage they endured are those who were hitched for seven years!)
3. There will be paparazzi at our front door in a matter of minutes, but if we ask
politely for privacy maybe they'll give it to us? (Read: wishful thinking.)
But just as much as the inclusion of the duration or privacy factor, it's equally
important to leave certain details out of the statement.
"Often with celebrity divorces there's also the court of law to consider along
with the court of public opinion," Torossian explains. "What we say can affect
court proceedings regarding finances, children and other maritial matters."
Read More: http://www.huffingtonpost.com/2012/07/03/celebrity-divorce-statements-katie-
holmes-tom-cruise_n_1643771.html?1341322184

6. By any reference, Lin's marketing potential is sky-high. He reportedly has a
shoe contract with Nike, and other deals will likely follow. The question isn't
whether Lin will get paid plenty to push product; it's whether he can do it
over the long haul.
"If this guy keeps going, forget it," Torossian said. "He's a marketer's dream.
He's Tiger Woods pre-scandal -- and to top it all off he's playing in the
biggest media market in the world."
Read More: http://www.huffingtonpost.com/2012/02/12/jeremy-lin-knicks-endorsement-
deals_n_1271536.html

7. Demi and Ashton announced they were divorcing in November after
six years of marriage, shortly after reports of Ashton's alleged
infidelity surfaced. Insiders say the resulting tabloid attention,
coupled with his seemingly callous response to Demi's health crisis,
could do long-term damage to his future in show business.
"It's simply insensitive for Ashton to be out partying while Demi is in
the hospital," said Ronn Torossian, CEO of public relations firm 5WPR
and author of "For Immediate Release." "Their public personas are so
intermingled -- the images of them in love etched in our minds -- it's
just completely unnecessary and won't score him any points at all.“
However, not everyone agrees. Veteran publicist and manager
Howard Bragman (who does not represent Ashton) tells me, "Ashton
was not partying. Incorrect. Ashton is doing just fine."
Read More: http://www.huffingtonpost.com/2012/01/30/ashton-kutcher-demi-moore-failed-
marriage_n_1242013.html

8. It takes the right kind of out-of-control behavior to push product. Not
everyone has it. Lindsay Lohan certainly doesn't. One man most certainly
does: Charlie Sheen.
At least that's the word from image specialist Ronn Torossian after
viewing Sheen's new ads for Fiat and DirecTV.
"His brand is a lot different than the Lindsay Lohan brand, which is seen
as a perpetual car crash," Torossian, the president of the 5WPR agency,
told The Huffington Post on Monday. "He's going about it in a more
likable matter."
Read More: http://www.huffingtonpost.com/2012/03/05/charlie-sheen-
winning_n_1320961.html?ref=business

9. However, Kris' rep tells Hollywoodlife.com that the photos had nothing to
do with getting back at Kardashian: "The allegations that he’s seeking
revenge with this photo shoot are false and we remain adamant that
personal issues will be handled by his legal team and not in the media.”
Onlookers are divided over whether the pictures will improve public
perception of Humphries.
"The first-ever fashion shoot pictures of Kris Humphries are frankly
ridiculous,” Ronn Torossian, CEO of 5WPR tells me. “Humphries looks
absurd and I fail to understand why he’d pose for such pictures. Seems
Humphries wants his 10 minutes of fame to continue –- and while he’ll
forever be known as the Kardashian ex, this shoot will keep him [in]
mind. While Humphries is clearly good-looking and in great shape, I fail
to understand how he may make money from this –- or who exactly from
his fan demographic this photo shoot would appeal to.”
Read More: http://www.huffingtonpost.com/2012/04/05/kris-humphries-naked-photos-kim-
kardashian_n_1406766.html?ref=mostpopular

10. And right on schedule, as Lohan begins to regain her footing in
Hollywood, Stodden is grasping at straws in her fourteenth minute. She
recently went so far as to release a kitty fetish video.
"It is very unlikely that Courtney Stodden will be successful at becoming
a mainstream star, despite her brazen attempts to attract attention,”
says CEO and president of 5WPR, Ronn Torossian, who has represented
celebrities like Snoop Dogg and Pamela Anderson. “I couldn’t think of
any brand who would associate with her in any sort of serious way. And
at this point, I am doubtful that she has any earning potential at all.“
But in the wake of Lohan's latest set-back -- an eyebrow raising collision
with an 18-wheeler -- Stodden might just get a few minutes added to
the clock.
Read More: http://www.huffingtonpost.com/2012/06/14/reality-stardom-snooki-andy-
warhol-lindsay-lohan_n_1383356.html?utm_hp_ref=celebrity

11. "The Drake-Chris Brown brawl is an unfortunate incident which shouldn't result
in any lifetime bans for either celebrity," Ronn Torossian, CEO of public relations
firm 5WPR and author of "For Immediate Release," told me. "No one should
overreact.”
“Anytime there is alcohol and nightlife, whether it’s $2,000 bottles or a dive bar,
there is bound to be occasional fisticuffs and random stupidity," Torossian said.
"The nightclub in question recently changed ownership and one wonders if they
had proper security arrangements in place.“
"Nightclubs and other venues which cater to celebrities are often made aware of
what celebrities and entourages will be arriving and do an excellent job of
ensuring that certain celebrities are kept apart from one another, seated far
from one another to lessen the likelihood of disputes,” he added.
Torossian is not alone in his opinion. Noah Tepperberg, who runs some of the
most successful venues around the world, including Marquee and Avenue, said
that neither Chris nor Drake has been banned from his venues.
Read More: http://www.huffingtonpost.com/2012/06/18/chris-brown-drake-
brawl_n_1606757.html?utm_hp_ref=celebrity

12. “The entertainment business in general can be discriminating -- against Republicans,
against gays, against many different things -- and as such there are many reasons
that celebrities may choose to keep aspects of their personal lives, including their
sexuality, personal,” Torossian told me.
“Celebrities are people -- people who also are entitled to some degree of privacy,"
Torossian said. "There is freedom of the press and freedom of speech, and the right
to a person's private life and privacy. Every celebrity is an individual -- and every
celebrity deals with his or her sexuality differently.“
"PR firms that work with celebrities have to do all they can to control public
appearances and interviews -- and do the best they can to keep the brand they want
which maximizes their earning potential," Torossian said. "Can a celebrity who plays
a tough playboy come out openly? Can a starlet who makes men crazy openly come
out as a lesbian? Part of working with high-profile people is understanding the
difference between their public persona and personal life.”
Read More: http://www.huffingtonpost.com/2012/06/25/gay-celebrities-coming-
out_n_1623853.html

13. Marketing experts note that Penn State is not forever tainted as a brand.
Karen Post, author of the book "Brand Turnaround: How Brands Gone Bad
Returned to Glory ... and the 7 Game Changers That Made the
Difference," said, "Time will be their best friend." Rob Frankel of the
Frankel & Anderson agency said another story would eventually knock the
scandal from the headlines.
But Ronn Torossian, CEO of the public relations agency 5WPR, warns
advertisers not to rush the process. "What marketer who has children can
go home to look at their kids and tell them about being in business with
Penn State?" he asked.
Read More: http://www.huffingtonpost.com/2012/06/26/penn-state-sponsors-carscom-espn-
football_n_1627374.html?utm_hp_ref=sports&ir=Sports

14. Madonna’s first North American show is on Aug. 28 in Philadelphia, after
she spends the summer touring Europe, and she can expect her MDNA
show to receive its biggest criticisms yet.
“Madonna is a living legend. There’s no one alive today who is bigger than
her, and her legacy is amazing. She is probably the biggest pop star in the
world, but every great thing must come to an end ... she may have taken it
too far this time with a swastika and pulling a gun onstage," Ronn
Torossian, the founder of leading PR agency 5WPR, told me.
Read More: http://www.huffingtonpost.com/2012/07/31/madonna-mdna_n_1725734.html

15. "I think Rihanna did the right thing by telling the truth about her relationship
with Chris Brown. Lying to media is never a good idea, particularly for celebrities
who are always in the public eye and can get caught at any time not telling the
truth," Ronn Torossian, CEO of 5WPR, tells me. "While being with Brown may not
be good for the Rihanna brand and Rihanna’s career, clearly people in love don’t
always make rational decisions -- celebrities or average Joes. Rihanna seemed
authentic, believable and it would be hard for anyone to watch that interview
and not feel for her.“ However, not every public relations expert agrees.
"I can't believe her team would allow her to do this interview," one A-list
publicist tells me. "Rihanna's brand is all about powerful girls -- ladies who get
what they want and don't need a man to complete them. If Rihanna honestly
believes what she told Oprah, then it changes everything that we thought she
represented.“
Amy Rosenblum, who runs media training company Media Masters, had a more
complex reaction, but also thought the interview was a good idea.
Read More: http://www.huffingtonpost.com/2012/08/21/rihanna-oprah-
interview_n_1817559.html

16. “The media and celebrities together create personas for people” said Ronn
Torossian, CEO of 5WPR, one of the 25 largest public relations firms in the
country. “Jay-Z is the drug dealer made good. He’s married to Beyonce, and the
perception of Jay-Z today is that he’s a good guy, so even if there was a rumor
about him, say, cheating on Beyonce, that story would be less apt to run than
one about a playboy.”
Ronn Torossian notes that celebrities have varying levels of leeway based on the
image they’ve cultivated. “Both Madonna and Kanye West are people who say or
do outrageous things, and of course it’s going to follow them,” he said. “Once
you court controversy and you’re seen as a scandalous person, it’s hard to get
away from that.”
Read More: http://www.huffingtonpost.com/2012/08/31/celebrity-double-
standards_n_1844143.html

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