PRNewser Interview: Ronn Torossian, Founder, President & CEO, 5WPR

In today's PRNewser interview, we speak with perhaps one of the most buzzed about CEOs in the PR industry, 5WPR's Ronn Torossian. Torossian founded 5WPR in 2003, after serving as Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies. Since then, the agency has been named to the 2007 INC. 500 list of fastest growing companies, among other accomplishments. From BusinessWeek calling Torossian, "the Bad Boy of Buzz," to both Advertising Age and PRWeek naming him to their "40 Under 40" list, chances are you've heard his name if you work in PR. In this interview, Torossian talks about implications of brands being involved with the China Olympics, the number one thing he looks for in a 5WPR job candidate and why he thinks his agency, and himself generate so much media attention. You recently wrote on your blog, "Before a corporation enters into any sponsorship or charitable arrangement - whether green initiatives, international aid, or the Olympics - potential political backlash should be taken into account and prepared for." How would you counsel the Olympics, and their sponsors? At this juncture, the Olympics brand must carefully consider every message it communicates and pay close attention to its PR program. First, the Olympic Committee leadership should put out a clear and brief statement separating the Olympics as a brand from the brand of "China," whose messaging is incongruent with the values the Olympics is associated with - freedom, opportunity and diversity. It's important that the brand maintain its identity as the worldwide Olympics, not the China Olympics. By making this separation, the Olympics is upholding a promise to its sponsors, who did not spend millions to be associated with a major human rights debate. All sponsorships which have potential political backlash must be watched, studied and carefully considered. Brands sponsoring the 2008 Olympics must monitor this situation closely and prepare their companies to have one set of clear talking points if questions about participation do arise. Do you think a high-profile sponsor wants to have their logo on an Olympic torch surrounded by police? It's a PR nightmare, but one that should have been prepared for by all sponsors involved. By building both short- and long-term relationships, brands can counteract the negative messaging invoked by the current predicament, PRWeek described 5WPR's client list as "'eclectic,' ranging from government groups to corporations to music industry figures." Is there a certain industry or vertical where the agency is looking to expand? This is one example where the real 5W Public Relations is far different than the outside's perception. Traditional corporate, consumer and technology brands comprise the vast majority (perhaps even as much as 95%) of our business. This remains a constant, despite the fact that we continue to attract entertainment and political leaders in sectors that traditional public relations agencies do not reach. When I launched the agency in 2003 with Ehud Olmert (today, Prime Minister of Israel) and Bad Boy Entertainment as clients, trades dubbed 5WPR an "eclectic one man show." It's funny how much less attention was paid to the consumer and corporate brands that allowed 5WPR, from 2004-2006, to be honored by Odwyer's and PR Week as the nation's fastest growing agency. Today, we continue to grow in a variety of different sectors, but we realize most of our growth within focused, entrepreneurial brands in a wide array of sectors. Our clients are people who play to win and seek to maximize every penny and every minute. Even the major household brands possess an entrepreneurial minded character and resolve. Our client list, in most senses, is derived from the same types of clients as our competitors, but our clients move quicker and are more aggressive. BusinessWeek wrote a story on you this past fall titled, "The Bad Boy of Buzz and His PR Problem." Why do you think you generate so much - sometimes controversial - media attention? We are an aggressive agency in a passive industry. And, unlike our competitors, we work with the media to build our brand and utilize PR to garner awareness for ourselves. It has benefited us well, as a brand and as a business. Another reason is that there isn't another Top 50 PR firm in the US with a CEO under the age of 45. We attract attention because we are that much different than the others. We understand speed and the need to deliver results without the money-wasting minutia that is prevalent in this industry. What 5W has accomplished in little more than five years - becoming a top 25 independent PR firm in the U.S. - is noteworthy. Being named to the INC 500 list is amazing. This is all while the PR landscape has dramatically changed, yet the PR world has remained dormant and stagnant. Where is the new leadership? For better or worse, there are few mentors or visionaries. I think the industry is undergoing a change of generations. There are many key differentiators; we continue to grow and challenge the industry status quo. I do believe, as a business owner, I have a brand to build and will continue to do so. That said, we are not aware of any controversial media attention other than one disgruntled blogger on a gossip blog. What is the number one thing you look for in a 5WPR job candidate? Smart, focused, aggressive career-minded people are the key to 5W's continued growth. We get inundated with resumes, and I am willing to venture that 5W is the most recognized, respected PR brand by young audiences, whether reporters or potential hires, among other agencies our size. The person who succeeds at 5W is someone who would find their way out of a room without a window or door. And do it quickly. What do you think lies ahead for the PR industry for the remainder of 2008? The economy isn't easy, and we don't see it getting easier soon, so entrepreneurs and smart PR firms will continue to look for ways to stretch every dollar. I think mid-size agencies will continue to challenge the big agencies. There are a lot fewer agency-of-record relationships, and many more opportunities for us to get in the door. The current economic environment is very tough for all agencies and all businesses. Businesses will continue to turn to aggressive public relations firms to get the most of their marketing spend. I believe mid-sized firms will continue to challenge the behemoths. Companies are seeking strong firms that can steer the course of a campaign, yet nimble enough to impact a news cycle. As for us, we expect a good year and our projections and goals remain the same: to be a top 10 independent agency by 2010. 5WPR will continue doing great work for our clients and creating innovative successful, strategic PR programs.

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PRNewser Interview: Ronn Torossian, Founder, President & CEO, 5WPR

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