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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Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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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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