5W PR CEO - Amazon Public Relations - Political PR

Maybe the concept began as just another “clever” sight gag. Two aging religious leaders, a priest and an imam are sharing tea time. The guys are clearly friends, and they’re clearly aging. At one point in the commercial both guys pull out their smartphones and go to the Amazon app. They search, they click and they order. Days pass and the priest and the imam receive their packages. Knee braces. Haha.

Outfitted with the knee braces, the guys are free to worship as they please in relative comfort, thanks, apparently, to the Amazon app. That’s it. That’s all. It’s a cute message about how all people at one point or another have knees that hurt. It’s something we all have in common.

Some folks are taking it differently, saying the real message of the commercial is a shot across the bow in the escalating back and forth between Donald Trump and Amazon founder Jeff Bezos.

Trump fired the first shots, unleashing a Twitter barrage directed at Bezos last year. The messages were ostensibly about business, but they were also personal. Trump repeatedly accused Bezos of buying the Washington Post simply to argue for lower taxes and less regulation on Amazon. Then Trump said Bezos was using the Post as a vehicle to publish nasty articles about Trump to keep him out of the White House.

During an episode of Hannity, Trump took his tweets to a national TV audience. “(The Post) is a toy for Jeff Bezos … Amazon is getting away with murder taxwise. He’s using The Washington Post for power so that the politicians in Washington don’t tax Amazon like they should be taxed.”

Bezos, who’s not exactly known to be too chatty on Twitter, didn’t counterattack, saying next to nothing about Trump’s tweets. Countless articles were written about how a Trump presidency would be bad for Amazon. Someone was listening, the company’s stock is down since the election results were announced. Whether it will rebound is up for literal speculation at this point, but it appears the feud between Bezos and Trump is more real than a social media spat.

This could go south for Amazon. Trump is notoriously quick to drop the hammer when he can, and Bezos is not known for backing down from a challenge. Still, this is no longer a couple of rich guys taking a dislike to each other. This is now about a massive American business running afoul of the President-elect.

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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.