Facebook stock has plummeted since its IPO, and the company is in the midst of a public relations nightmare.  From minute 1 of a delayed launch with Nasdaq’s technical problems to the lawsuits swirling around, Facebook is entering a danger zone

Newspaper headlines like: ‘Facebook has No Friends’ are harmful to the brand. Even darling private companies, like Facebook, aren’t necessarily the most popular or best investment choices when trading publicly.

That which has gotten Facebook to this point isn’t what will get them to the next level. Facebook’s PR problems aren’t going away on their own and the executive team at Facebook cannot outwork those problems.  The rules of the game have changed – Facebook must promote any and all value-added services, such as photo sharing and game playing, heavily to show how this social platform is properly valued.

The court of public opinion doesn’t wait – and this downward cycle of media attention is harmful.  The company needs to move quickly with positive news and positive attention. Mark Zuckerberg – Buy a Suit! This is the big leagues, and your hoodies don’t work when you are talking about billions of dollars.  Wall Street demands respect and while individual style may be less formal, a hoodie is simply too much.  Grow up, Mark!

Clear, transparent communication is needed – and Facebook needs to positively communicate any good things.  A Crisis PR Agency is needed – being popular in consumer homes doesn’t mean your stock is valuable.

 

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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