This week New Yorkers faced something they have truly never dealt with before. Hurricane Sandy was something bigger than any native New Yorkers like myself had ever seen. A natural disaster occurred here and hurt us in a major way. I do not know a single NY’er who was not affected in some way.

At least 44 people died. Millions of New Yorkers were without power for much of the week – and many still remain so. An entire neighborhood burned down, thousands of more homes were destroyed. Public transportation came to a halt and at least half of it is still not yet back up and running. The stock market closed for an unheard of two days, and schools closed for the entire week with many in the suburbs remaining closed for the coming week. Gas lines five hours long are commonplace.

This was a disaster, socially, economically, physically and emotionally for us all, and while New Yorkers are generally a tough bunch, politicians have done a miserable job when it came to the crisis PR associated with this disaster.

As a Staten Island resident was quoted in the paper as saying, “About the mayor’s congratulating the governor and the governor’s congratulating the mayor… About what? People died.”  She is right. What were they congratulating one another for? People died. The Batter Tunnel is under 40 million gallons of water, 57th Street was evacuated for nearly a week, lower Manhattan had no power for four days, and the city came to a stop. Millions are without power and food, and we have no clue who is in charge of cleanup efforts. Then Mayor Bloomberg held a press conference which contains information that other city offices openly disagree with.

The Mayor touted the necessity of a marathon and cancelled at the last minute. It was a huge mistake and a PR nightmare to even suggest holding the marathon at this time, and then imagine how many people paid to come to New York only to have it cancelled at the last minute. I love this great city of New York.

Yet, while this was a nightmare situation never before experienced in this City, and truly not an easy situation for anyone to predict or deal with, good, strong communications is always key. We did not have that. We had chaos and mixed message. This disaster was not handled well.

Emergency services personnel were amazing, and the heroes of this city shone during this time, but to hear officials pat one another on the backs while many have nothing to smile about highlights the wrong priorities here.

Ronn Torossian is the Founder and CEO of New York based 5W PR.

 

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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.