Michael Phelps announced today he will appear on a reality TV show – airing on The Golf Channel, the 2013 season of The Haney Project, in which Tiger Woods’ former coach will help him improve his golf game. Appearing on a Tier B (or C) network’s reality show is something which has the potential to damage the Michael Phelps brand – and there isn’t much upside for him.

Phelps needs to be seen as mature, trustworthy, likeable and reliable to earn the millions he has the potential to earn in endorsements – I don’t think a reality show will help him do so… and could harm him.

Seeing the most decorated Olympian in history compete and learn another sport isn’t good for the brand of someone we see as the consummate winner –the visual of Michael Jordan striking out in baseball, it doesn’t resonate well.

Don’t we already have the great Olympian Bruce Jenner as an Olympic reality TV star – Does Phelps want to compete there?

P.S. – The athlete I do want to celebrate is my client and friend, Real estate developer Elie Hirschfeld – who this weekend at the age of 62 amazingly finished the 140.6-mile 2012 Ironman U.S. Championship in 14 hours, 22 minutes, 29 seconds. Amazing and inspiring. 

 

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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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