drake chris brown“It takes twenty years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Warren Buffett, investor

I‘d imagine that owning a nightclub is no easy task – Dealing with late night hours, temperamental patrons, weather conditions, people with alcohol and the inevitable byproducts of such behavior.  In the wake of the high-profile brawl between Chris Brown and Drake this week at a NYC nightclub which sent patrons to the hospital, saw the nightclub shuttered and police investigations, one wonders if there was any crisis preparations’ by the club in question.

Owning a nightclub one has to understand that there will be disputes, rowdiness and the inevitable foolishness, but from a public relations perspective a proper business of any sort is prepared for the crisis by thinking about all the possibilities before they happen. A crisis plan should be in place – being prepared counts.

This nightclub recently changed ownership and one wonders if they had proper security arrangements in place. Having worked extensively with celebrities, why were these celebrities seated so close to one another if they had previous (well-known) history? These people don’t just show up at the door – problems should be diffused as catering to a celebrity crowd is different than catering to average Joes.

The venue didn’t have pre-existing close relations with the NYPD (as they should have), nor have they yet issued a statement – and one wonders why a multi-million dollar venue wouldn’t have a crisis PR firm on retainer ? This was a very unfortunate situation – yet perhaps a crisis which could have been avoided – and certainly curtailed if ownership paid attention and did what has to be done.  This incident is bad for Drake, Chris Brown, the entertainment industry, and the entire city of New York.

Ronn Torossian is the CEO of 5WPR, a leading PR firm, and Author of PR Book “For Immediate Release.”

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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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