business ronn torossian

Overseas Filipino workers, the Maguindanao massacre, the Abu Sayyaf, and the Spratly Islands – surely not mainstream issues or topics that are seen in the media here in the U.S. regularly. However, thanks to the hard work of a Public Relations agency (not 5WPR), The New York Times, Bloomberg News, Reuters and others interviewed visiting dignitaries from the Philippines this week regarding the topics above.

Despite the firm’s success, the hiring of a NYC PR firm was a scandalous front page story in Manila, with headlines blaring: “Palace admits hiring US PR firm.” Outrage is now abound in Manila; hiring a Public Relations Agency to assist in building support within the US?

On the front pages of Manila media, you can read of the administration defending the $15,000 PR budget at:

As the President of the Philippines explained, the U.S. visit will likely “generate tens of thousands of jobs for Filipinos.” Upon arrival, he interviewed with six of The New York Times newspaper’s staff. Later media reports spoke of interviews with Bloomberg News and Reuters.

We work extensively in International Public Relations for dignitaries visiting the U.S., and I would imagine this campaign involved wining and dining along with tons of calls and follow-ups to arrange the NY Times, Reuters, and Bloomberg interviews. Not to mention researching the background of the Reporters doing the interviews, providing talking points and escorts to the interviews, and dozens and dozens of hours.

In my eyes, the scandal is the absurdly low fee which this firm earned – one, that in many other professional service industries, would cost at least 10 to 20 times more. Advertising campaigns, which few people see, don’t require hand holding, attention, or hours of work – which are all things built into a PR firm’s fee.

Its high time that Public Relations is afforded more respect. In a case like the one above, jobs will be created, international favor won, and attention earned. Of course, there is an obvious positive effect at home in the Philippines, as well.

As CEO of 1 of the 15 largest privately held PR firms in the US, I spend a lot of time managing crisis communications & crisis PR projects. It’s hard, time consuming work that reaps results. The above low fee crisis is one which is absurd and, to be honest, is unsettling.

The bottom line: be fair and give credit and reward where they are due. Why does PR consistently receive the short end of the totem pole ?

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.