I have just returned from a whirlwind business trip where I visited 2 countries in 5 days. The trip was exciting, invigorating, but at the same time, exhausting.

En route to the airport, I received a call from a major political consultant. During the conversation, I realize we were both booked on the same flight. So, we sit in the business lounge and chat for over an hour and a half. Oddly enough, once on the plane, I ran into another acquaintance – the owner of a competing PR agency.  Good news: I got caught up on the industry. Bad news: I didn’t do the work I had planned to do during the flight.

During my time overseas, I was able to make some interesting cultural observations. Mainly, I am amazed by how intertwined business and politics are in smaller countries. Also, in comparison with the US, media impacts people’s daily lives on a much larger scale. To me, people overseas consume a higher volume of media hence PR messages and marketing are much different.

Lastly, before I go home for the evening (jetlag), I have a final observation – international travel and presence allows marketers and PR folks, like me, to conduct hands on market research and observation.  Watching people and the media in other countries surely impacts the Public Relations messages I use here at my agency.  Always food for thought.

Ronn Torossian

5WPR

One of the most enjoyable aspects of owning a public relations agency (and working in PR in general) is the ability to meet a multitude of interesting people.  I have regularly met billionaires, fascinating entrepreneurs, celebrities and politicians over the years.  Today, I met the rare honest politician, and he very much impressed me.  These meetings reaffirm the beauty of working in PR and touching a variety of different industries.

Today, with many clients and friends of the agency in attendance, 5WPR hosted a speech by Nir Barkat, the just elected Mayor of the most magical city in the world, Jerusalem.  I met Barkat a few years ago and have spent time with him since then both in Jerusalem and here in the U.S.  He truly is the quintessential non-politician, and as his friend, I am proud to have been his first host in NYC during his first official visit as Mayor.  He discussed Jerusalem’s relationship with the American community, and he said, “I propose a partnership where those worldwide who care about the future of Jerusalem participate in the city’s development.  Under my leadership, the city of Jerusalem will build relationships, and we will do business together.”

Barkat spoke of public-private partnerships that allow overseas individuals who aid in Jerusalem’s development to meet the cream de la crème of Jerusalem’s business community.  I have always believed government should encourage business and that people who meet with mutual interests (even non-business related) will end up being beneficial to one another (and Barkat specifically mentioned sports, which I agree drives deep bonds).

Barkat, who is a self-made multi-millionaire through his entrepreneurial ventures, is truly a special individual.  I believe he will do great things in, and for, Jerusalem.  If there were more politicians worldwide like him, I believe more cities would thrive financially.

Video of Barkat at 5WPR

If you may be interested in attending future events here at the agency, please email me and let me know.  They are excellent ways to meet business contacts.

Ronn Torossian

5WPR

photo credit: Shahar Azran

Public relations is often seen as the bastard step child in a variety of industries: real estate (where people spend millions and millions to build but only a few thousand to market), apparel (hundreds of thousands of tossed samples, but only $6-10K a month for PR), and apparently governments and wars.  Media outlets regularly express concern about the U.S. government’s lack of outreach to media outlets, and The Associated Press just ran this article with a subhead about “raising concern about propaganda.” In today’s world, there are many factors at play in a time of war, and governments must spend to influence the public once decisions are made.

I echo those who say money spent on media during war is necessary.  I agree with Rep. Adam Smith, who chairs the Terrorism, Unconventional Threats and Capabilities Subcommittee when he says, “We have got to be involved in getting our case out there, telling our side of the story, because believe me, Al-Qaeda and all of those folks… that’s what they are doing on the Internet and everywhere else.”  If the other side is doing it, how can we not reply?  As Rep. Smith said “Every time a bomb goes off, they have a story out almost before it explodes, saying that it killed 15 innocent civilians.”

As I stated about a different war, but on a related topic, in another op-ed: countries need to invest in the PR battle as much as they do on the ground for military battle.  Public Relations is a big business, and millions should be invested.

Ronn Torossian

5WPR

Sunday’s NY Times piece about Sharon Stone’s recent comments on the earthquake that hit China made me remember a very high-powered, ultra-nervous CEO we worked with who vowed to never, ever under any circumstances use celebrities for fear of what their (mis)actions might do to his brand.

Sharon Stone, best known for her role in Basic Instinct (certainly sexy and risqué), has made some very controversial comments.  She reinforces the need for brands to be strategic and targeted when working with celebrities, as well as cognizant of the risks.

All too often, our firm will receive a call from a celebrity agent on behalf of an A-list celebrity who wants an endorsement deal from a client we represent because “he or she is looking to get into the space.” However, if we inquire about price, it’s the same as the usual going rate.  I always caution clients: don’t get excited when you get a similar call.  More often than not, it’s an agent making a cold call trying to get a check.

There’s plenty of upside in choosing the right celebrity endorser for consumer brands, but the decision needs to be strategic and focused –  not just after a star on Hollywood Boulevard.

Ronn Torossian

5WPR

The Olympics is clearly a brand that needs to play close attention to its PR and take a few major steps in order to counter the current negative protests thriving in the media.

Thoughts:
· The Olympic Committee leadership should immediately come out front and center, separating itself from the tainted “China” brand. This needs to be seen as the worldwide Olympics, not the China Olympics.

· Despite politicized calls to the contrary, the Olympics won’t be moved, and I for one don’t believe countries will boycott the Olympics. The bottom line is that there are always contentious issues which exist. These protesters have just been very creative and are doing a good job of making their issues heard and noticed.

· Sponsors don’t spend millions of dollars for additional headaches (human rights in China, Free Tibet, etc.). They all have their own problems. Do you think Visa, or one of the other high profile sponsors, would have wanted their logo on the torch which had police surrounding it?

Quick action needs to be taken to protect the Olympics brand. The longer its leadership waits to address the issue, the more difficult it will become to uphold its reputation.

For many reasons 5WPR has been very focused on trying to establish a stronger foothold with Russian and Ukranian companies entering the U.S.. Personally for many years I have been very socially active with this community and of late have become more professionally involved with Russians and Ukranians, from this region, from Israel and from elsewhere.

I am thrilled that as of today, we have formed a strategic partnership to focus on the communications needs of prominent Russian & Ukrainian companies, and individuals, with Tri-Global Strategic Ventures (TGSV), a boutique, full-service strategic networking firm.

Our initial clients include some of the largest industrial groups and influential political and business leaders, including a number of members of the Forbes 500 list. We have already worked with including individuals referred to by the media as oligarchs, and publicly traded entities.

Both Vitaly Pruss (TGSV’s principal) and I believe that Russian and Ukrainian companies are looking west for their business opportunities more than ever. Having spent tremendous time personally and professionally with people from this region, I find them to be very direct, aggressive, focused and driven – Similar attributes to 5WPR, and cause for tremendous opportunity. Wealth is also rapidly growing there.

I look forward to visiting Moscow and Kiev in the near future, and believe that with the global economy changing this is an area of tremendous focus for 5WPR.

Ronn Torossian

5W PR