“It takes twenty years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Warren Buffett, investor

I‘d imagine that owning a nightclub is no easy task – Dealing with late night hours, temperamental patrons, weather conditions, people with alcohol and the inevitable byproducts of such behavior.  In the wake of the high-profile brawl between Chris Brown and Drake this week at a NYC nightclub which sent patrons to the hospital, saw the nightclub shuttered and police investigations, one wonders if there was any crisis preparations’ by the club in question.

Owning a nightclub one has to understand that there will be disputes, rowdiness and the inevitable foolishness, but from a public relations perspective a proper business of any sort is prepared for the crisis by thinking about all the possibilities before they happen. A crisis plan should be in place – being prepared counts.

This nightclub recently changed ownership and one wonders if they had proper security arrangements in place. Having worked extensively with celebrities, why were these celebrities seated so close to one another if they had previous (well-known) history? These people don’t just show up at the door – problems should be diffused as catering to a celebrity crowd is different than catering to average Joes.

The venue didn’t have pre-existing close relations with the NYPD (as they should have), nor have they yet issued a statement – and one wonders why a multi-million dollar venue wouldn’t have a crisis PR firm on retainer ? This was a very unfortunate situation – yet perhaps a crisis which could have been avoided – and certainly curtailed if ownership paid attention and did what has to be done.  This incident is bad for Drake, Chris Brown, the entertainment industry, and the entire city of New York.

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Ronn Torossian is the CEO of 5WPR, a leading PR firm, and Author of PR Book “For Immediate Release.”

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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.