As published this morning at: http://popdemonium.com/2010/07/challenges-celebrity-pr/

One of the most challenging parts of working in celebrity publicity is re-shaping an image which the world already thinks they know. Constant public scrutiny, the demand of hundreds of media outlets calling non-stop, and the immediacy of today’s media make this even harder. The latest news from Lindsay Lohan, Mel Gibson, Tiger Woods and other shining stars, makes one wonder about the differences between a celebrity and a “normal” human being.

After years of work with corporations and celebrities, I realize that the media often decides a story angle before they actually hear the facts. In “Bias” – probably the century’s most significant media-criticism book – Bernard Goldberg, ex-CBS producer, states that a lie in media terms is not really a lie, “they would pass the polygraph test… they honestly believe what they’re saying. And that’s the biggest problem of all”. Just last week, in an unprecedented rule in England, Angelina Jolie and Brad Pitt won their case over privacy against a gossip outlet that reported an upcoming divorce. The damages will be accounted for by the paper and offered to the intruded couple. And, all this because drama sells paper, whether it’s true, false or exaggerated. I mean consider how many headlines were written on Tiger Woods, but what do we really know other than that he cheated on his wife?

The media simply feels compelled to respond to massive public interest, and human fascination. Celebrity representatives often can’t respond quick enough to damaging news – and this lack of response, or failure to fix the issue, can often shape the story. In contrast to a company, brand or product, the “celebrity brand” stands alone. If something is perceived to go wrong you can’t accuse production lines, ‘industry trends’ or forces of nature, like BP has tried to do. Instead, the individual celebrity is the only one who can break, or fix, his or her “brand.”

In today’s new media world, information is excessive. It has inflated the online market, and questionable stories and their sources are all around. The media and its key players – reporters, producers and editors – find themselves competing hard for your attention, click, and ‘retweet.’ This struggle makes it more challenging to proof-check every single story as the cycle is a 24-hour “news” cycle where everything and anything can happen anytime. Unfortunately, this also allows some to promote their own goals and stockholders’ interests by bullying people along the way. Perhaps the cure will come with online, fee-based content, which will charge readers for access but in exchange make a commitment to value and quality for the reader. It’s rumored that the New York Times and Apple will adapt such a model.

I have commented extensively in the media regarding Woods, Lohan and Gibson, and I believe in today’s America, with strategic planning and a PR plan, all of these figures can make a return to some degree and repair their image. They too are human beings, and for them too life shall go on.

Recently we have seen a return of sorts of Rev. Ted Haggard, who was forced to resign nearly four years ago as president of the politically powerful National Association of Evangelicals and to step down from the mega church he founded, after admitting that he had bought methamphetamine from and had a sexual interaction with a male prostitute. Haggard confessed in a tortured letter, calling himself “a deceiver and a liar” who had long wrestled with desires he described as “repulsive and dark.” Now, in his comeback, the energetic and positive Haggard says he is back to doing what he was born to do. “Tiger Woods needs to golf. Michael Vick needs to be playing football. Mr. Haggard needs to be leading a church.”

Celebrities, too, are human beings, not lab rats. They make mistakes, like human beings, but their image can be harder to manage. They possess a “brand personality” that’s constantly up for scrutiny.

There is logic in a celebrity stating “this is what I do best, let me do my job.” Some can and will recover a blunder with the media, while others will not stand the test. Celebrities are individuals with red blood. They’re individuals with a wide public awareness and they represent something – bad or good. Working closely over the years with some of America’s most famous people, I wont allow my children to worship someone who can dunk a ball, golf the best, win an Oscar; look up to people you know, not people on TV or movies.

Ronn Torossian is the CEO of 5WPR, one of the 15 largest PR firms in the US. Named to the “Ad Age” and “PR Week” 40 under 40 lists, he was a semi-finalist for the 2010 Ernst & Young Entrepreneur of the Year Award. His agency represents leading brands in all spaces, and has worked with celebrities including Snoop Dogg, Pamela Anderson and Nick Cannon.

Through the years, we have represented a slew of celebrities, ranging from Snoop Dogg and Ice Cube, to Pamela Anderson, hall of fame athletes, and others. Whether or a major mega-star, or up and coming celebrity, universally celebrity PR campaigns are very demanding, time consuming and hard work, for many reasons.  (And of course that’s before the “colorful” (and I can tell a ton of stories, but wont am sworn to secrecy).

Adrian Grenier’s recent comments to the WSJ that celebrities wont need Public Relations representatives in the future: “I don’t have a publicist and never have.  I’m no stranger to self promotion. I find it first of all more authentic when you put a bit of your creative touch to what you’re trying to share.”

Public Relations is more than self-promotion for celebrities, its shaping and positioning a brand, its filtering requests, and many other responsibilities.  I agree with a comment I read made by a CEO of a PR agency “Dollar for dollar publicity is one of the great bargains left in Hollywood. If a celebrity makes $6 million a year, for example, they probably pay a publicist give or take $5,000 or $6,000 a month, or one percent of their net. When you compare the hours a publicist puts in to the ten percent a manager or agent gets…I don’t think agents or managers are overpaid, but I think publicists are underpaid.” As he further stated, a good publicist will drive their client to be themselves.

I am just returning to work today from a week in the gorgeous French Riveria (visited Monaco, Nice, Cannes and other areas), and the amount of wealth and high profile people there was amazing.  Who would handle the many celebrity mistakes made in places like this, or false sightings which are reported ?

Nearly all CEO’s have Public Relations pros, or PR agencies handling their needs, and so too should celebrities. Celebrities need PR specialists, much as they need lawyers, accountants, doctors and others who know their fields the best way.

Ronn Torossian

5WPR

As an entrepreneur and the owner of a PR agency, I find it’s important to stay positive. It’s a continual struggle to balance demanding clients, staff and the media, but hard work and good people help me succeed—especially good people. The people I associate with personally and professionally provide me energy and focus, influencing my attitudes, actions and desire to succeed in a positive way. Its important for success.

In this week’s New York Magazine, there was a very interesting article on Lady Gaga and her climb to stardom.  I pulled two quotes to share with you that resonated with this Bronx born entrepreneur who owns a PR firm.

“I’m just a kid from NYC who decided to do this after all. Rule the world! What’s life worth living if you don’t rule it.” (I agree – work hard and focus. Never accept second best, and absolutely LOVE what you do.)

“I’m from New York. I will kill to get what I need.” (New Yorkers know how to win. We work hard and won’t accept anything less.  I believe what Lady Gaga said here was right on.)

Ronn Torossian

5WPR

We do a lot of crisis communications work at my PR agency. Most of the clients who hire us for these matters aren’t publicly announced, but annually, we bill over $1 Million in crisis communications. We do crisis communications work for people who have (or are concerned they will be) indicted or arrested, or corporations who are concerned a certain issue may hit the media, providing damage control and the like.  As such, we deal extensively with producers for programs such as Dateline, 20/20, 48 Hours and others.  I have spoken with Robert “Joe” Halderman, and worked with countless other reporters and producers on these programs, including the famed Martin Bashir.

I stand as one who wasnt surprised to learn of Halderman’s extortion attempt.  It was bound to happen – dealing with producers for these programs, we have found a select few of them to be non-stop and at times vengeful. They operate with their own set of rules, and realize the power a negative story on their programs can do to one’s life. Their power is tremendous and can ruin lives.

We have had clients threatened, cursed, lied to and worse, and it was simply a matter of time before a Producer asks for millions to not have a story aired. The fact that this was David Letterman makes this an even larger issue.

Ronn Torossian
5WPR

As I get older and mature into adulthood, I find myself becoming increasingly more religious and certainly more spiritual. This brings me increased inner peace and, I believe, many blessings including business and financial success.  It’s enjoyable and gives me a natural high.

Last night, my Rabbi hosted a pre Rosh Hashanah (Jewish New Year) service.  I had the opportunity to join nearly 1,000 men for special blessings from the Rabbi.

·        Exchanged business ideas with one of NYC’s “social staples” and a very prominent business person as we waited an hour or so for the Rabbi.  This individual (who I have admired via the media for a long time) shared some spiritual secrets in balancing life and business commitments.

·        Sat with a South American who moved here last week with his 3 children and a “war-chest” of $200 Million to invest in real estate in the next year.  He told me that although he had made one major mistake last year with a purchase, he believes fortunes will be made in the next 2 years.

·        Listened to some fascinating stories from the Bible and practiced some ancient, and modern traditions.

Increasingly, I find that these practices allow me to focus more in every aspect of life, of course including business.  Entrepreneurs and business people of all walks of life need to find their escape and serenity.  After leaving the synagogue, I worked until after midnight cleaning up e-mails and organizing some necessary work for the morning.

I heard Jay Z’s inspiring new album playing via Youtube.  Empire State of Mind is an amazing song, and is wholly on a different level.

As a New Yorker and entrepreneur owning a PR firm, the lyrics are really a source of inspiration to me: “In New York, concrete jungle where dreams are made of, There’s nothing you can’t do, Now you’re in New York, these streets will make you feel brand new, the lights will inspire you, lets hear it for New York, New York, New York.”

Escape and serenity of a different sort.

Ronn Torossian

5WPR

Anyone who’s spent more than 30 seconds next to me knows of my intense blackberry addiction; I have slept with my blackberry next to my bed for years.  If that need for instant communications wasn’t enough, I recently joined Twitter (pre CNN, Oprah and Ashton’s high-profile media).

As 5WPR matures along with the industry, we have expanded our leadership and focus in emerging and social media campaigns for our clients. 

This continues to be an important space for PR and communications.  As the Public Relations industry evolves and our firm continues to grow, I invite you to follow me on Twitter to engage in a greater conversation about public relations.  And while you are at it, friend me on Facebook.

Ronn Torossian

5WPR

This week, I read one of the most absurd articles I have seen in a very long time in The Wall Street Journal.  A quarter of a page was devoted to – stop the presses! – $25,000, the amount that CVS spent on golf outings for its top executives. Using that amount of ink on a non-story like this is simply absurd. If this environment continues, many businesses will simply not be able to function.

Every single day, businesses hold conferences and conventions, entertain clients, and even golf with them. In the year 2009 (and for quite a while before that), business isn’t conducted 9 to 5, and relationships are often built in non-traditional ways. What’s the big deal? Twenty-five thousand dollars? How many deals does that close? Two summers in a row, during different economic times, I rented a luxurious house in the Hamptons (at a significantly larger fee than CVS paid for their bigwigs to golf) to entertain clients, allow employees a getaway, etc. It was good for business and garnered many relationships that had a return well beyond the summer rental fee. I would venture that CVS receives ROI from perks.

The media and the government need to stop this craziness. Sponsorships aren’t bad, marketing isn’t bad, and perks aren’t bad. They are necessary in business, and not allowing them will cause the economy to suffer even further.

Ronn Torossian
5WPR

I attended a major movie premiere last week and found it to be amazingly well organized. Between the after party and the attention to detail, the event must have cost hundreds of thousands of dollars – a major spend for a studio. I enjoyed myself because I had the chance to view influencer marketing at its finest. They really reached key people.

I am a huge proponent of influencer marketing – talking to people who talk to people –for consumer brands, B2B and many additional purposes. Clearly, influencer marketing varies when it comes to Facebook and other forms of social media, but little compares to being in front of someone who talks to many others. It is worthwhile on many fronts.

That said, while I was at the movie premiere, I couldn’t help but wonder why public relations gets the short end of the stick. Events are held costing tens of thousands of dollars, advertisements are placed costing hundreds of thousands (or even millions) of dollars, but in general, the largest companies in the world don’t spend more than $1 million a year with PR agencies. It is a fact that ANY PR firm in the U.S., regardless of its size, would chase after a $500K RFP like there was no tomorrow.

Such an RFP would be front page news in every PR trade magazine. For any PR firm, a major budget is considered to be $15-$25K a month. That’s considered next to nothing to ad agencies. Time and again, PR seems to get short shrift. Because the industry is relatively immature, despite talk to the contrary, it is not given enough financial share or deserved emphasis. Too many companies fail to see the true value of PR, and that is to their detriment. I am sure my colleagues share this viewpoint with me.

Ronn Torossian

5WPR

Every day this week, I walked one block south of our offices to the tents at Bryant Park. Out on the street in front of the Fashion Week tents, lights were flashing and people were gawking. But while some were there for the fashion, I was there to people watch. As a marketer, I’m always inspired by the creative street theater and guerrilla marketing events saturating the Bryant Park sidewalk during Fashion Week. People watching allows me to see trends and make observations first hand. Reading a media report is a far cry from the palpable excitement on the street.

This morning, for instance, I encountered a few cross dressers promoting the Janice Dickinson show swarmed by photographers and a crowd of people. It’s a great example of a low cost, high impact way to capture influencers.

While I won’t reveal here the many successful stunts 5WPR executed for Fashion Week, I can say that street theater and guerrilla marketing are amazing ways for brands to capture mind share and media share at huge events, without incurring huge costs.

If you’re open to big ideas and have a entrepreneurial mindset, you can always find a way to incorporate your brand into the mecca of huge events, without having to pay the multimillion dollar price tag. Whether Fashion Week, The Superbowl or Sundance, 5W PR always finds creative ideas and angles to enter the media landscape, permeate the discussion and penetrate the tastemakers who attend. Brands need to seek creative, winning concepts… and winning sometimes means being outside rather than inside the box. Those who take the biggest risks with their brand often reap the biggest rewards. And by far the most attention.

Ronn Torossian

5WPR

Yesterday’s arrest of Kanye West at LAX was surprising to me primarily because it doesn’t happen more often.  West was arrested for suspicion of vandalism after confronting paparazzi media and allegedly smashing their  cameras.  The struggle between celebrities and the paparazzi is an issue that high profile people must deal with on a day-to-day basis, and it is extremely trying on both physical and emotional levels. It is incredible that today, even after the death of Princess Di, celebrities still have very little protective barriers between them and an intrusive swarm of prying media. Yes, people in the public-eye lose their right to complete privacy when they perform, appear in movies, or get rich by possessing rare athletic ability, but does that mean that there should be no boundaries whatsoever?  Should their children be endlessly subjected to flashing lights? Should they not be allowed to lead somewhat normal lives?

5W has worked with countless celebrities.  I vividly remember walking out of court with Lil’ Kim after she was sentenced in her perjury trial a few years ago. We were managing her crisis communications, and as we walked out the front door, we (Lil’ Kim, one security escort, two attorneys, two of her family friends and I) encountered at least 100 members of the media all jockeying for a shot or a comment.  It was a wall of reporters and photographers, flashbulbs blinking in her face. To say it was a mob scene is an understatement.  After the paparazzi got their pictures, they still wouldn’t move.  There was no choice but to push forward for the two blocks we were required to walk.  It was a very dangerous situation, and in LA, this happens every single day.

Managing the media for corporate clients is far different than managing celebrity-driven paparazzi media.  Every type of public relations, whether crisis-based or paparazzi, consumer or technology, requires different skills and a completely different set of “rules.” I don’t believe for a second that today’s incident between Kanye West and a swarm of paparazzi is an isolated occurrence, nor will it be the last time we read about a celebrity fighting for his privacy with paparazzi.

Ronn Torossian

5WPR

Reporters surrounded Lil Kim