Watching Mike Tyson on The Today Show this morning was an “interesting” experience.   Can anyone believe that Mike Tyson will soon have his one-man show “Mike Tyson: Undisputed Truth” on Broadway? Yes, you read it right – Mike Tyson will appear on Broadway.  What a brand turnaround success story.

Talk about a long strange journey – One of the greatest heavyweight fighters ever, the self-proclaimed “baddest man on the planet”, a former juvenile delinquent, convicted rapist, ear-biter, drug addict who has eight children by multiple women; did I leave out that he has a face tattoo?

Despite it all, and given that he is undoubtedly crazy and controversial, there seems to be something likeable about him.  What an image turnaround and great crisis PR success story Mike Tyson is. He’s had hilarious cameos in the blockbuster movie The Hangover, and the sequel, he speaks of veganism, being a better parent and often talks of being a “wimp.”

His 2008 Tyson Documentary starts to tell the story, and the man really seems to be one that has a life worthy of the big screen.  Tyson remains one of the most recognized sports personalities in the world.  One wonders can this man actually score some brand endorsements or are there any brands that will associate with him?

Jumping on the bandwagon was a quick announcement today – “THQ announced that former undisputed heavyweight champion Mike Tyson will be made available on WWE 13 as an exclusive pre-order bonus.”. Let’s see what kind of audience he draws.

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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.