ronn torossian blackberry

While I am addicted to the old Blackberry, the brand is in a very bad place and today’s news that they consolidated their PR firm work won’t make their product any better – despite their $10 Million Budget.  This is a brand which needs a tremendous amount of buzz and a complete revolution in terms of how they approach success. Especially in 2015 and going forward, it’s crucial for blackberry to reinforce their brand image and who their products are catered towards.

While Blackberry is launched  their new Smartphone with a built-in keyboard in America, the Blackberry 10, one wonders if all the people at their public relations firm will indeed use the blackberry rather than an I-Phone.  It’s not an easy task for the agency to insist on.  Even their celebrity spokesperson Alicia Keys posted from her iPhone after being hired by Blackberry.

Indeed, I am a major fan of Blackberry as anyone who knows me can attest to. A point of discussion at so many meetings I attend is my old-school Blackberry 3300 which I am addicted to because of the roll on the right-hand side – there’s nothing better for email.  (I buy refurbished ones regularly on Ebay).

But for the company to get relevant again is going to take much more than just changing their PR firm. Perhaps a rebrand is in store, or maybe Blackberry just needs to do a better job of telling their brands story. Their target demographic needs to be those in the professional business arena, and not the “hot new gadget” space. Only time will tell what the future of blackberry has in store.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion 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. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for 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. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.

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