world cup 2014

It’s a major international event that stops entire economies for days, if not weeks, on end. The World Cup is coming to Brazil this summer, and the entire world is watching… except, perhaps, Brazil. Ronn Torossian reveals why Brazil may have a very surprising PR problem.

In the run up to this summer’s World Cup games, the Brazilian government has spent a TON of money on various stadium projects, some of which got mothballed. In the ensuing months, Brazilian citizens have reacted with anger that so much money has been taken away from education and other social needs, and been directed into these, in some cases failed, stadium projects. So, instead of dancing in the streets and celebrating the beautiful game in a nation that absolutely reveres soccer (football), protesters are marching in the streets, letting their officials know exactly how they feel about their priorities.

But, it’s not only the government that is getting heat. Teachers protested the national team, which is accustomed to being greeted as heroes. Worse, the infrastructure needed for the games is not complete. Airports are unfinished, and the hospitality and medical care industries are considered to be inadequate to handle the expected international influx of soccer-crazed fans.

This has Brazilians feeling angry, AND embarrassed. Now some pundits are literally saying the performance of the national team could well determine the political future of those currently in power.

Consider, there will be endless news teams in the country. What will Brazil want them to see? Unrest in the streets? Tents where airport hangers should be? Snarled traffic, and unfinished stadiums? Given what happened at the winter Olympics, it’s a safe bet that the media will be ready to report any such inconveniences or unrest at a moment’s notice.

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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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