Random musings from some weekend reading:

Of course at the Oscars and at other celebrity events, brands will pay celebrities for associations. “There’s a hugely evolved culture of paying to wear clothes and product. Some actresses sign four-event contracts to wear designers, with giant perks and huge money,” says a Hollywood insider. It’s quite true that those who know won’t speak specifics – but it absolutely does happen.

Richard Edelman is one of the few big PR Agency CEO’s who gets it – and I found this article from an India paper to be a great read. “I differ with the traditional view of public relations as image and message manager. Smart PR is sitting at a table in the C-Suite advising a company what the policy for the firm should be. When you have the appropriate policy, the communication follows. There has too often been a divide between what you do and say. And it is not good enough any more to say smart words. You have to have smart deeds. The big difference in the post-2008 world is that trust in business has fallen substantially.”

Even the normally reclusive private equity industry – similar to those that explain how a lifetime mortgage works – now understands that everyone today is in the world of public relations – “The Private Equity Growth Capital Council released a video detailing Blackstone Group’s purchase of The Detroit Medical Center in 2010 through platform company Vanguard Health Systems Inc. and the firm’s subsequent $850 million investment to fund capital improvements. The video and attached press release said the investment is expected to create about 5,000 construction jobs, as well as have a “lasting impact on the city of Detroit.” The video is part of a series of steps PR firms are taking for the private equity industry as part of a campaign known as “Private Equity at Work.”

Ronn Torossian is CEO of 5WPR, a leading US PR Agency.

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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.