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| '''Ronn D. Torossian''' is an ] ] ], author, and ]. He is the founder of ]-based ] (5WPR),<ref name="NYT profile" |
'''Ronn D. Torossian''' is an ] ] ], author, and ]. He is the founder of ]-based ] (5WPR),<ref name="NYT profile"/> which as of 2011 was the 24th-largest PR firm in the US.<ref name="Odwyer2"/> A ] specialist, his agency's clients include corporations, celebrities, ] musicians, politicians, lobby groups, and political parties around the world. He is an active supporter of Jewish and Israeli causes.<ref name="Forward"/> | ||
| |url=http://www.forward.com/articles/5408 | |||
| |title=Publicist scores with rappers, right-wing politicians | |||
| |publisher='']'' | |||
| |first=Nathaniel | |||
| |last=Popper | |||
| |date=April 2, 2004}}</ref> | |||
| ==Early life== | ==Early life== | ||
| Torossian was born in ] in 1974 and grew up in ].<ref name="NYT profile"/> While at ], Torossian became national president of the North American branch of ],<ref name=Forward/> the international ] youth movement associated with Israel's conservative ] party.<ref name="World Zionists" |
Torossian was born in ] in 1974 and grew up in ].<ref name="NYT profile"/> While at ], Torossian became national president of the North American branch of ],<ref name="Forward"/> the international ] youth movement associated with Israel's conservative ] party.<ref name="World Zionists"/> After college, he moved to ], and co-founded an organization called "Yerushalayim Shelanu" (Our Jerusalem), together with fellow Betar members, and Israeli Members of Knesset ] and ] which promoted Jewish settlement in the Arab sectors of Jerusalem.<ref name="forward2009-08-28"/> He returned to the U.S. after a year and a half.<ref name="Forward"/> | ||
| ==Career== | ==Career== | ||
| Torossian began his career in public relations in 1998, working with then ] speaker ] during Vallone's trip to ]. He also worked for the Likud Party in Israel.<ref name="NYT profile"/><ref name="Ad Age 2006" |
Torossian began his career in public relations in 1998, working with then ] speaker ] during Vallone's trip to ]. He also worked for the Likud Party in Israel.<ref name="NYT profile"/><ref name="Ad Age 2006"/> In 2002 he was the media director for the ].<ref name="Torossian 2002"/> | ||
| Torossian founded 5WPR in 2003.<ref name="NYT profile"/> The company was ranked 24th largest PR firm by net fees in the US in 2010.<ref name="Odwyer2"/> Among its clients are corporations including ] and ], <ref name="Business Week 2007" |
Torossian founded 5WPR in 2003.<ref name="NYT profile"/> The company was ranked 24th largest PR firm by net fees in the US in 2010.<ref name="Odwyer2"/> Among its clients are corporations including ] and ], <ref name="Business Week 2007"/> rappers and other musicians including '], ] and ]".<ref name="Fox News 2006"/> As a PR practitioner, Torossian has been described as "a crisis-management specialist".<ref name="Bloomberg"/> | ||
| Torossian and 5WPR have done work for political parties and politicians, internationally. His agency has worked in Israel, with current and former clients including the Israeli Foreign Ministry, the Tourism Ministry of Israel, the Likud Party and Mayor of Jerusalem ],<ref name="Blum 2009" /> as well as two Israeli Prime Ministers: ] and ].<ref name="Ain 2006" |
Torossian and 5WPR have done work for political parties and politicians, internationally. His agency has worked in Israel, with current and former clients including the Israeli Foreign Ministry, the Tourism Ministry of Israel, the Likud Party and Mayor of Jerusalem ],<ref name="Blum 2009" /> as well as two Israeli Prime Ministers: ] and ].<ref name="Ain 2006"/> Torossian has also coached Israeli government officials to prepare them for media appearances.<ref name="McKenna 2006"/> | ||
| Torossian's political work has included work for various interests in the former ], including Serbian President ] and the ], Lebanon, | Torossian's political work has included work for various interests in the former ], including Serbian President ] and the ], Lebanon, | ||
| <ref name="Herskovits 2005" |
<ref name="Herskovits 2005"/> and elsewhere.<ref name="alb"/> He has also worked extensively in the former Soviet Union, including representation of Maira Nazarbayevav, wife of Bolat Nazarbayev (brother of Kazakhstan president Nursultan Nazarbayev), Vitaly Klitschko, during his candidacy for Mayor of Kiev, Ukraine, and representation of Rinat Akhmetov, the richest man in the Ukraine.<ref name="Fenton2001"/><ref name="Holmes 2009"/> | ||
| ==Public relations book== | ==Public relations book== | ||
| Torossian's book,"For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" (ISBN 1936661160), was published in November 2011.<ref name="Open ISBN" |
Torossian's book,"For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" (ISBN 1936661160), was published in November 2011.<ref name="Open ISBN"/> The book was named one of the top five American business books by the '']'', an English language daily in ].<ref name="Shanghai Daily 2012"/> | ||
| ==Personal life and activities== | ==Personal life and activities== | ||
| Torossian criticized Israeli prime minister ] when, in 1999, "upset by" Israeli government decisions "to freeze construction at ... proposed Jewish housing development ] in southeastern Jerusalem and by the ... troop withdrawal from parts of ]".<ref name="Ain 1999" |
Torossian criticized Israeli prime minister ] when, in 1999, "upset by" Israeli government decisions "to freeze construction at ... proposed Jewish housing development ] in southeastern Jerusalem and by the ... troop withdrawal from parts of ]".<ref name="Ain 1999"/> In an interview with the Forward in 2004, Torossian criticized the leadership of the ] of the ] referring to them as "gangsters".<ref name="Forward"/> | ||
| A ''New York Times'' profile called Torossian “brash and aggressively outspoken", "the consummate scrappy publicist", and "one of the New Yorkiest practitioners of this quintessentially New York profession"<ref name="NYT profile"/> Referred to as a publicity guru with determination, <ref name="Forward"/> '']'' stated "Torossian has anointed himself the brash new face of PR ... loud, crass, buzz-obsessed ... echoes the raw, unvarnished discourse of the ]."<ref name=BW> |
A ''New York Times'' profile called Torossian “brash and aggressively outspoken", "the consummate scrappy publicist", and "one of the New Yorkiest practitioners of this quintessentially New York profession"<ref name="NYT profile"/> Referred to as a publicity guru with determination, <ref name="Forward"/> '']'' stated "Torossian has anointed himself the brash new face of PR ... loud, crass, buzz-obsessed ... echoes the raw, unvarnished discourse of the ]."<ref name="BW"/> Calling him "The Bad Boy of Buzz", '']'' wrote that "even in an industry fueled by hype, Torossian stands out," and that for it, "few seem better equipped to navigate a celebrity-obsessed culture."<ref name="BW"/> Torossian has described the importance of aggression and focus in his work, and he considered ] a strong influence on his philosophy. <ref name="Forward"/> | ||
| |title=The Bad Boy of Buzz and His PR Problem | |||
| |url=http://www.businessweek.com/magazine/content/07_46/b4058064.htm | |||
| |date=November 12, 2007 | |||
| |first=Diane | |||
| |last=Brady | |||
| |publisher='']''}}</ref> Calling him "The Bad Boy of Buzz", '']'' wrote that "even in an industry fueled by hype, Torossian stands out," and that for it, "few seem better equipped to navigate a celebrity-obsessed culture."<ref name="BW"/> Torossian has described the importance of aggression and focus in his work, and he considered ] a strong influence on his philosophy. <ref name="Forward"/> | |||
| Clients have cited his "unlimited energy" and his unique approach to public relations as reasons for hiring Torossian.<ref name=BW/> Jameel Spencer, former CEO of Bad Boy Entertainment-affiliated Blue Flame Marketing and Advertising, called Torossian "one of my most trusted business counsels."<ref name="Forward"/> '']'' gossip columnist ] said "Ronn is somebody who gets it."<ref name="NYT profile"/> | Clients have cited his "unlimited energy" and his unique approach to public relations as reasons for hiring Torossian.<ref name="BW"/> Jameel Spencer, former CEO of Bad Boy Entertainment-affiliated Blue Flame Marketing and Advertising, called Torossian "one of my most trusted business counsels."<ref name="Forward"/> '']'' gossip columnist ] said "Ronn is somebody who gets it."<ref name="NYT profile"/> | ||
| After Torossian criticized publicist ], attorney ] dropped 5W as his publicists in 2005, while '']'' writer ] called him "the most disreputable flack in New York" and in particular criticized his representation of what Goldberg called the "lunatic fringe" of Israeli politics.<ref name="Goldberg 2008"> |
After Torossian criticized publicist ], attorney ] dropped 5W as his publicists in 2005, while '']'' writer ] called him "the most disreputable flack in New York" and in particular criticized his representation of what Goldberg called the "lunatic fringe" of Israeli politics.<ref name="Goldberg 2008"/> | ||
| |url=http://www.theatlantic.com/international/archive/2008/10/the-jewish-extremists-behind-quot-obsession-quot/9006/ | |||
| |title=The Jewish Extremists Behind "Obsession" | |||
| |date=October 27, 2008 | |||
| |publisher='']'' | |||
| |authorlink=Jeffrey Goldberg | |||
| |first=Jeffrey | |||
| |last=Goldberg | |||
| |accessdate = June 17, 2012}}</ref> | |||
| In 2009, '']'' wrote a profile of Torossian which described his career as a "meteoric rise in the business world today", and referenced relationships with many of the business and political elite of Israel. <ref name="Blum 2009" |
In 2009, '']'' wrote a profile of Torossian which described his career as a "meteoric rise in the business world today", and referenced relationships with many of the business and political elite of Israel. <ref name="Blum 2009"/> Morris Reid, former adviser to President ] said, "I love Ronn Torossian. The reason I'm with the firm is because he represents the same energy and passion that I try to bring to my own business...He's a 24–7 type of guy, just like I am."]Similarly, Jameel Spencer, Sean Combs' business partner said, " ]: Everyone hated to play against . But if he was on your team, you loved him",<ref name="Forward"/> while a ''Forward'' story said, “His aggressive style may not always be pretty, but the results speak for themselves.”<ref name="Forward"/> | ||
| ==Achievements and recognition== | ==Achievements and recognition== | ||
| * 2006 – '']'' "40 under 40"<ref name="Ad Age 2006" /> | * 2006 – '']'' "40 under 40"<ref name="Ad Age 2006" /> | ||
| * 2007 – '']'' "40 under 40"<ref name="prweek"> |
* 2007 – '']'' "40 under 40"<ref name="prweek"/> | ||
| * 2010 – Semi-finalist 2010 Ernst & Young Entrepreneur of Year <ref name="eturbonews.com"/> | |||
| |url=http://www.prweekus.com/40-under-40/article/99468/ | |||
| * 2011 – Author, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" <ref name="Amazon"/> | |||
| |title=40 under 40 | |||
| |publisher='']'' | |||
| |date=December 3, 2007}}</ref> | |||
| * 2010 – Semi-finalist 2010 Ernst & Young Entrepreneur of Year <ref name="eturbonews.com">{{cite web|url=http://www.eturbonews.com/15795/5w-public-relations-ceo-selected-semi-finalist-ernst-and-young-e |title=Ronn Torossian Named 5W Public Relations CEO selected as semi-finalist for Ernst and Young |publisher=Eturbonews.com |date=April 27, 2010 |accessdate=June 15, 2012}}</ref> | |||
| * 2011 – Author, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" <ref name="Amazon">{{cite web|url=http://www.amazon.com/dp/1936661160 |title=For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations (9781936661169): Ronn Torossian: Books |publisher=Amazon.com |accessdate=June 15, 2012}}</ref> | |||
| ==References== | ==References== | ||
| Line 91: | Line 67: | ||
| | refs = | | refs = | ||
| <ref name="NYT profile"> | |||
| {{cite news | |||
| | last = Kurutz | |||
| | first = Steven | |||
| | title = Brash P.R. Guy Grabs Clients, Ink | |||
| | publisher = '']'' | |||
| | date = February 20, 2005 | |||
| | work = The City | |||
| | url = http://www.nytimes.com/2005/02/20/nyregion/thecity/20feat.html | |||
| | accessdate = September 5, 2008 | |||
| }} | }} | ||
| </ref> | |||
| <ref name="Odwyer2"> | |||
| {{Persondata | |||
| {{cite web | |||
| | title = Public Relations Firms Rankings – 2010 Worldwide Fees of Independent Firms With Major U.S. Operations | |||
| | date = March 2011 | |||
| | publisher = J.R. O'Dwyer Company | |||
| | url = http://www.odwyerpr.com/pr_firm_rankings/independents.htm | |||
| | accessdate = April 1, 2011 | |||
| }} | |||
| </ref> | |||
| <ref name="Forward"> | |||
| {{cite news | |||
| | last = Popper | |||
| | first = Nathaniel | |||
| | title = Publicist scores with rappers, right-wing politicians | |||
| | publisher = '']'' | |||
| | date = April 2, 2004 | |||
| | url = http://www.forward.com/articles/5408 | |||
| }} | |||
| </ref> | |||
| <ref name="World Zionists"> | |||
| {{cite web | |||
| | title = World Zionist youth movement – Home | |||
| | publisher = Betar | |||
| | date = September 23, 2011 | |||
| | url = http://betar.org.il/en/ | |||
| | accessdate=June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="forward2009-08-28"> | |||
| {{cite web | |||
| | last = Popper | |||
| | first = Nathaniel | |||
| | title = Birthright Scored for Picking P.R. Firm Tied To Scandal, Hard Right Politics | |||
| | publisher = Forward | |||
| | date = August 28, 2009 | |||
| | url = http://www.forward.com/articles/112464/ | |||
| | accessdate = April 1, 2011 | |||
| }} | |||
| </ref> | |||
| <ref name="Ad Age 2006"> | |||
| {{cite web | |||
| | title = Special Report – 40 under 40: Ronn Torossian | |||
| | publisher = Advertising Age | |||
| | work = Adage.com | |||
| | date = August 7, 2006 | |||
| | url = http://adage.com/article/special-report-40-under-40/ronn-torossian-31/110905/ | |||
| | accessdate = June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Torossian 2002"> | |||
| {{cite web | |||
| | last = Torossian | |||
| | first = Ronn | |||
| | title = The Christian Coalition and the Jewish Community | |||
| | publisher = The Israel Report | |||
| | date = October 12, 2002 | |||
| | work = cdn-friends-icej.ca | |||
| | url = http://www.cdn-friends-icej.ca/isreport/oct02/coalition.html | |||
| | accessdate = June 17, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Business Week 2007"> | |||
| {{cite web | |||
| | title = The Bad Boy of Buzz and His PR Problem | |||
| | work = Businessweek.com | |||
| | date = 2007-11-12 | |||
| | url = http://www.businessweek.com/magazine/content/07_46/b4058064.htm | |||
| | accessdate = 2012-06-18 | |||
| }} | |||
| </ref> | |||
| <ref name="Fox News 2006"> | |||
| {{cite news | |||
| | title = Bubble Trouble: Jay-Z's Cristal War | |||
| | publisher = Fox News | |||
| | date = August 31, 2006 | |||
| | url = http://www.foxnews.com/story/0,2933,211078,00.html | |||
| | archiveurl = http://web.archive.org/web/20061023232724/http://www.foxnews.com/story/0,2933,211078,00.html | |||
| | archivedate = October 23, 2006 | |||
| }} | |||
| </ref> | |||
| <ref name="Bloomberg"> | |||
| {{cite news | |||
| | last1 = Kercheval | |||
| | first1 = Nancy | |||
| | last2 = Matuszewski | |||
| | first2 = Erik | |||
| | title = NFL Offers All-Expenses Trip to Any Super Bowl to 400 Fans Who Lost Seats | |||
| | publisher = Bloomberg | |||
| | date = February 9, 2011 | |||
| | url = http://www.bloomberg.com/news/2011-02-09/nfl-offers-all-expenses-trip-to-any-super-bowl-to-400-fans-who-lost-seats.html | |||
| }} | |||
| </ref> | |||
| <ref name="Blum 2009"> | |||
| {{cite web | |||
| | last = Blum | |||
| | first = Ruthie | |||
| | title = One on One: 'It's all about shaping a story' | |||
| | publisher = Jerusalem Post | |||
| | date = August 5, 2009 | |||
| | url = http://www.jpost.com/Features/InTheSpotlight/Article.aspx?id=150936 | |||
| | accessdate = June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Ain 2006"> | |||
| {{cite web | |||
| | last = Ain | |||
| | first = Stewart | |||
| | title = Confident Of A Comeback | |||
| | date = January 13, 2006 | |||
| | publisher = The Jewish Week | |||
| | work = thejewishweek.com | |||
| | url = http://www.thejewishweek.com/news/new_york/confident_comeback | |||
| | accessdate = June 17, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="McKenna 2006"> | |||
| {{cite web | |||
| | last = McKenna | |||
| | first = Ted | |||
| | title = Israel branding effort aims to humanize nation's image | |||
| | date = December 14, 2006 | |||
| | publisher = PRWeek US (subscription required) | |||
| | work = prweekus.com | |||
| | url = http://www.prweekus.com/israel-branding-effort-aims-to-humanize-nations-image/article/56167/ | |||
| | accessdate = April 3, 2011 | |||
| }} | |||
| </ref> | |||
| <ref name="Herskovits 2005"> | |||
| {{cite web | |||
| | last = Herskovits | |||
| | first = Beth | |||
| | title = Lebanese organization challenging Syrian occupation taps 5WPR for strategic counsel | |||
| | publisher = PRWeek US (subscription required) | |||
| | date = 2005-03-10 | |||
| | url = http://www.prweekus.com/lebanese-organization-challenging-syrian-occupation-taps-5wpr-for-strategic-counsel/article/51808/ | |||
| | accessdate = 2012-06-17 | |||
| }} | |||
| </ref> | |||
| <ref name="alb"> | |||
| {{cite web | |||
| | title = Info – US lobbyists work for both sides | |||
| | publisher = B92 | |||
| | date= October 26, 2006 | |||
| | url = http://www.b92.net/eng/news/politics-article.php?yyyy=2006&mm=10&dd=26&nav_id=37589 | |||
| | accessdate=June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Fenton2001"> | |||
| {{cite web | |||
| | last = Fenton | |||
| | first = Reuven | |||
| | title = $20M apt. 'thief': I’m still happily married to Kazakh accuser | |||
| | publisher = New York Post | |||
| | date = July 10, 2001 | |||
| | url = http://www.nypost.com/p/news/local/manhattan/didn_steal_apt_bC1mQOz4OcPWRYNOrVxRWP | |||
| | accessdate = June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Holmes 2009"> | |||
| {{cite web | |||
| | title = 5W Public Relations | |||
| | publisher = Holmes Report | |||
| | date = October 1, 2009 | |||
| | url = http://www.holmesreport.com/agencyreport-info/1868/5W-Public-Relations.aspx | |||
| | accessdate = June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Open ISBN"> | |||
| {{cite web | |||
| | title = For Immediate Release: Shape Minds, Build Brands, And Deliver Results With Game-Changing Public Relations | |||
| | publisher = OPENISBN Project | |||
| | work = openisbn.com | |||
| | year = 2011 | |||
| | url = http://www.openisbn.com/isbn/1936661160/ | |||
| | accessdate = December 10, 2011 | |||
| }} | |||
| </ref> | |||
| <ref name="Shanghai Daily 2012"> | |||
| {{cite web | |||
| | title = Business Books: Top Five US | |||
| | publisher = Shanghai Daily | |||
| | work = shanghaidaily.com | |||
| | date = June 16, 2012 | |||
| | url = http://www.shanghaidaily.com/nsp/Opinion/2012/06/16/Business%2BBooks%2BTOP%2BFIVE%2BUS/ | |||
| | accessdate = June 16, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Ain 1999"> | |||
| {{cite web | |||
| | last = Ain | |||
| | first = Stewart | |||
| | title = 'Enough Of This Guy': Some of Netanyahu's staunchest U.S. supporters | |||
| | date = January 8, 1999 | |||
| | publisher = The Jewish Week | |||
| | work = highbeam.com | |||
| | url = http://www.highbeam.com/doc/1P1-23060985.html | |||
| | accessdate = June 17, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="BW"> | |||
| {{cite news | |||
| | last = Brady | |||
| | first = Diane | |||
| | title = The Bad Boy of Buzz and His PR Problem | |||
| | date = November 12, 2007 | |||
| | publisher = '']'' | |||
| | url = http://www.businessweek.com/magazine/content/07_46/b4058064.htm | |||
| }} | |||
| </ref> | |||
| <ref name="Goldberg 2008"> | |||
| {{cite news | |||
| | last = Goldberg | |||
| | first = Jeffrey | |||
| | authorlink = Jeffrey Goldberg | |||
| | title = The Jewish Extremists Behind "Obsession" | |||
| | date = October 27, 2008 | |||
| | publisher = '']'' | |||
| | url = http://www.theatlantic.com/international/archive/2008/10/the-jewish-extremists-behind-quot-obsession-quot/9006/ | |||
| | accessdate = June 17, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="prweek"> | |||
| {{cite news | |||
| | title = 40 under 40 | |||
| | publisher = '']'' | |||
| | date = December 3, 2007 | |||
| | url = http://www.prweekus.com/40-under-40/article/99468/ | |||
| }} | |||
| </ref> | |||
| <ref name="eturbonews.com"> | |||
| {{cite web | |||
| | title = Ronn Torossian Named 5W Public Relations CEO selected as semi-finalist for Ernst and Young | |||
| | work = Eturbonews.com | |||
| | date = April 27, 2010 | |||
| | url = http://www.eturbonews.com/15795/5w-public-relations-ceo-selected-semi-finalist-ernst-and-young-e | |||
| | accessdate = June 15, 2012 | |||
| }} | |||
| </ref> | |||
| <ref name="Amazon"> | |||
| {{cite web | |||
| | title = For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations (9781936661169): Ronn Torossian: Books | |||
| | work = Amazon.com | |||
| | url = http://www.amazon.com/dp/1936661160 | |||
| | accessdate = June 15, 2012 | |||
| }} | |||
| </ref> | |||
| }} | |||
| {{Persondata | |||
| | NAME = Torossian, Ronn | | NAME = Torossian, Ronn | ||
| | ALTERNATIVE NAMES = | | ALTERNATIVE NAMES = | ||
Revision as of 03:23, 18 June 2012
| Ronn D. Torossian | |
|---|---|
 Ronn Torossian | |
| Born | Brooklyn, New York |
| Nationality | United States |
| Citizenship | American |
| Occupation | Public relations |
| Employer | 5W Public Relations |
| Known for | Public relations |
| Title | Chief executive officer |
| Website | Official website |
Ronn D. Torossian is an American public relations executive, author, and entrepreneur. He is the founder of New York City-based 5W Public Relations (5WPR), which as of 2011 was the 24th-largest PR firm in the US. A crisis management specialist, his agency's clients include corporations, celebrities, hip-hop musicians, politicians, lobby groups, and political parties around the world. He is an active supporter of Jewish and Israeli causes.
Early life
Torossian was born in Brooklyn, New York in 1974 and grew up in The Bronx. While at SUNY Albany, Torossian became national president of the North American branch of Betar, the international Zionist youth movement associated with Israel's conservative Likud party. After college, he moved to Israel, and co-founded an organization called "Yerushalayim Shelanu" (Our Jerusalem), together with fellow Betar members, and Israeli Members of Knesset Danny Danon and Yoel Hasson which promoted Jewish settlement in the Arab sectors of Jerusalem. He returned to the U.S. after a year and a half.
Career
Torossian began his career in public relations in 1998, working with then New York City Council speaker Peter Vallone, Sr. during Vallone's trip to Israel. He also worked for the Likud Party in Israel. In 2002 he was the media director for the Christian Coalition of America.
Torossian founded 5WPR in 2003. The company was ranked 24th largest PR firm by net fees in the US in 2010. Among its clients are corporations including McDonalds and Coca-Cola, rappers and other musicians including 'Lil Kim, Ice Cube and Sean “P. Diddy” Combs". As a PR practitioner, Torossian has been described as "a crisis-management specialist".
Torossian and 5WPR have done work for political parties and politicians, internationally. His agency has worked in Israel, with current and former clients including the Israeli Foreign Ministry, the Tourism Ministry of Israel, the Likud Party and Mayor of Jerusalem Nir Barkat, as well as two Israeli Prime Ministers: Ehud Olmert and Benyamin Netanyahu. Torossian has also coached Israeli government officials to prepare them for media appearances.
Torossian's political work has included work for various interests in the former Yugoslavia, including Serbian President Boris Tadić and the Albanian American Civic League, Lebanon, and elsewhere. He has also worked extensively in the former Soviet Union, including representation of Maira Nazarbayevav, wife of Bolat Nazarbayev (brother of Kazakhstan president Nursultan Nazarbayev), Vitaly Klitschko, during his candidacy for Mayor of Kiev, Ukraine, and representation of Rinat Akhmetov, the richest man in the Ukraine.
Public relations book
Torossian's book,"For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations" (ISBN 1936661160), was published in November 2011. The book was named one of the top five American business books by the Shanghai Daily, an English language daily in China.
Personal life and activities
Torossian criticized Israeli prime minister Benjamin Netanyahu when, in 1999, "upset by" Israeli government decisions "to freeze construction at ... proposed Jewish housing development Har Homa in southeastern Jerusalem and by the ... troop withdrawal from parts of Hebron". In an interview with the Forward in 2004, Torossian criticized the leadership of the Palestine Liberation Organization of the Palestinian Authority referring to them as "gangsters".
A New York Times profile called Torossian “brash and aggressively outspoken", "the consummate scrappy publicist", and "one of the New Yorkiest practitioners of this quintessentially New York profession" Referred to as a publicity guru with determination, Businessweek stated "Torossian has anointed himself the brash new face of PR ... loud, crass, buzz-obsessed ... echoes the raw, unvarnished discourse of the blogosphere." Calling him "The Bad Boy of Buzz", BusinessWeek wrote that "even in an industry fueled by hype, Torossian stands out," and that for it, "few seem better equipped to navigate a celebrity-obsessed culture." Torossian has described the importance of aggression and focus in his work, and he considered Antoine de Saint Exupéry a strong influence on his philosophy.
Clients have cited his "unlimited energy" and his unique approach to public relations as reasons for hiring Torossian. Jameel Spencer, former CEO of Bad Boy Entertainment-affiliated Blue Flame Marketing and Advertising, called Torossian "one of my most trusted business counsels." New York Daily News gossip columnist Lloyd Grove said "Ronn is somebody who gets it."
After Torossian criticized publicist Lizzie Grubman, attorney Benjamin Brafman dropped 5W as his publicists in 2005, while Atlantic Monthly writer Jeffrey Goldberg called him "the most disreputable flack in New York" and in particular criticized his representation of what Goldberg called the "lunatic fringe" of Israeli politics.
In 2009, The Jerusalem Post wrote a profile of Torossian which described his career as a "meteoric rise in the business world today", and referenced relationships with many of the business and political elite of Israel. Morris Reid, former adviser to President Bill Clinton said, "I love Ronn Torossian. The reason I'm with the firm is because he represents the same energy and passion that I try to bring to my own business...He's a 24–7 type of guy, just like I am."BusinessweekSimilarly, Jameel Spencer, Sean Combs' business partner said, " Dennis Rodman: Everyone hated to play against . But if he was on your team, you loved him", while a Forward story said, “His aggressive style may not always be pretty, but the results speak for themselves.”
Achievements and recognition
- 2006 – Advertising Age "40 under 40"
- 2007 – PR Week "40 under 40"
- 2010 – Semi-finalist 2010 Ernst & Young Entrepreneur of Year
- 2011 – Author, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations"
References
- ^
Kurutz, Steven (February 20, 2005). "Brash P.R. Guy Grabs Clients, Ink". The City. The New York Times. Retrieved September 5, 2008.
{{cite news}}: Italic or bold markup not allowed in:|publisher=(help) - ^ "Public Relations Firms Rankings – 2010 Worldwide Fees of Independent Firms With Major U.S. Operations". J.R. O'Dwyer Company. March 2011. Retrieved April 1, 2011.
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Popper, Nathaniel (April 2, 2004). "Publicist scores with rappers, right-wing politicians". The Forward.
{{cite news}}: Italic or bold markup not allowed in:|publisher=(help) - "World Zionist youth movement – Home". Betar. September 23, 2011. Retrieved June 15, 2012.
- Popper, Nathaniel (August 28, 2009). "Birthright Scored for Picking P.R. Firm Tied To Scandal, Hard Right Politics". Forward. Retrieved April 1, 2011.
- ^ "Special Report – 40 under 40: Ronn Torossian". Adage.com. Advertising Age. August 7, 2006. Retrieved June 15, 2012.
- Torossian, Ronn (October 12, 2002). "The Christian Coalition and the Jewish Community". cdn-friends-icej.ca. The Israel Report. Retrieved June 17, 2012.
- "The Bad Boy of Buzz and His PR Problem". Businessweek.com. November 12, 2007. Retrieved June 18, 2012.
- "Bubble Trouble: Jay-Z's Cristal War". Fox News. August 31, 2006. Archived from the original on October 23, 2006.
- Kercheval, Nancy; Matuszewski, Erik (February 9, 2011). "NFL Offers All-Expenses Trip to Any Super Bowl to 400 Fans Who Lost Seats". Bloomberg.
- ^ Blum, Ruthie (August 5, 2009). "One on One: 'It's all about shaping a story'". Jerusalem Post. Retrieved June 15, 2012.
- Ain, Stewart (January 13, 2006). "Confident Of A Comeback". thejewishweek.com. The Jewish Week. Retrieved June 17, 2012.
- McKenna, Ted (December 14, 2006). "Israel branding effort aims to humanize nation's image". prweekus.com. PRWeek US (subscription required). Retrieved April 3, 2011.
- Herskovits, Beth (March 10, 2005). "Lebanese organization challenging Syrian occupation taps 5WPR for strategic counsel". PRWeek US (subscription required). Retrieved June 17, 2012.
- "Info – US lobbyists work for both sides". B92. October 26, 2006. Retrieved June 15, 2012.
- Fenton, Reuven (July 10, 2001). "$20M apt. 'thief': I'm still happily married to Kazakh accuser". New York Post. Retrieved June 15, 2012.
- "5W Public Relations". Holmes Report. October 1, 2009. Retrieved June 15, 2012.
- "For Immediate Release: Shape Minds, Build Brands, And Deliver Results With Game-Changing Public Relations". openisbn.com. OPENISBN Project. 2011. Retrieved December 10, 2011.
- "Business Books: Top Five US". shanghaidaily.com. Shanghai Daily. June 16, 2012. Retrieved June 16, 2012.
- Ain, Stewart (January 8, 1999). "'Enough Of This Guy': Some of Netanyahu's staunchest U.S. supporters". highbeam.com. The Jewish Week. Retrieved June 17, 2012.
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Brady, Diane (November 12, 2007). "The Bad Boy of Buzz and His PR Problem". Businessweek.
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Goldberg, Jeffrey (October 27, 2008). "The Jewish Extremists Behind "Obsession"". The Atlantic Monthly. Retrieved June 17, 2012.
{{cite news}}: Italic or bold markup not allowed in:|publisher=(help) -
"40 under 40". PR Week. December 3, 2007.
{{cite news}}: Italic or bold markup not allowed in:|publisher=(help) - "Ronn Torossian Named 5W Public Relations CEO selected as semi-finalist for Ernst and Young". Eturbonews.com. April 27, 2010. Retrieved June 15, 2012.
- "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations (9781936661169): Ronn Torossian: Books". Amazon.com. Retrieved June 15, 2012.