Major crisis unfolding in Australia where a publicist sent ABC’s Media Watch an anonymous email saying that the South Australian Tourism Commission was looking to pay high-profile influencers and celebrities to tweet about Kangaroo Island – in a seemingly organic manner. And the SATC confirmed to Media Watch that it was “using influencers in the promotion of great South Australian products.”

As media in Australia has reported it’s “the tip of a marketing iceberg that has yet to hit Australian shores, but is already turning into a lucrative sideline for overseas celebrities willing to hand over a slice of their 144-character tweets to brands.” The managing director of the agency who executed the campaign was quoted as saying “the seemingly innocent marketing effort had turned into a full-blown crisis” – and undoubtedly a crisis PR firm is needed to manage this as its seemingly front page in all the Australian media.

Of course celebrities are paid to tweet – and in a crowded, distracted market, celebrities allow brands to break through the clutter. Influencers create buzz around products, necessary noise and it’s something we do a lot of and will continue to.  America as leader of the pack.

Media reports that Penn State University hired two new public relations firmsthis week to navigate “corporate communications, media relations and stakeholder engagement” in the aftermath of their major scandal.  They already paid $5.3 million to several firms and now, retained two new firms, for the next year for $2.5 million. “Retaining these communications firms puts us more firmly on the path toward accountability, openness and preserving our reputation as one of the world’s leading research universities,” Penn State President Rodney Erickson said in a statement. Its natural that Penn State should hire top agencies to help them recover from this world-class scandal.

 

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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.