December in the Public Relations industry always proves to be one of the craziest months of the year, and this month has proven to meet the bill. Haven’t had one single evening where I was home for dinner, and left my desk before 10 PM any night of the week.

Some highlights:

–A 1 hour strategy session with a long time client with some last minute publicity programs to push last minute e-commerce during the holiday season. Also had our Q1 SEO and social media strategies approved during that meeting.

–Late lunch at Soho House New York (of which I am a member but rarely go) with an old client and friend to catch up on marketing trends & market research thoughts. It’s important for me to regularly catch up with other entrepreneurs and have my pulse checked.

–2 Pressing Crisis Communications affairs: 1) A client who has been hammered by the media this week and a major discussion with our team on how best to limit the damage. 2) Planning for a major crisis announcement on Friday for a blue-chip client brand. Many hours with attorneys, accountants and others mapping out strategy and the communications part of the mix.

–A major new business pitch surrounding a Fortune 100 company. I was so impressed how my team took the lead, and I’d be very amazed and disappointed if we didn’t win this business (and quickly, pre end of 2010)

–Dinner last night at NOBU 57 with the founder of an iconic clothing company. This is someone who I have known casually for a few years, and in the last few months we have built a stronger business relationship. Dinner interrupted by the table next to us – an old client, Nick Cannon now actor, rapper and TV personality. It was nice catching up as we represented Nick for a few years during his transition from Nickelodeon to adulthood in music and movies. I remember spending hours in the 5WPR conference room, and also a memorable Sundance 2007 where Nick stayed at the 5WPR Sundance house and we hosted (with Nick as our resident DJ and host with 5WPR) celebs including Josh Hartnett, Sienna Miller, Harvey Weinstein, Sean “Diddy” Combs, Jamie-Lynn Sigler, Aubrey from Danity Kane, Marc Ecko, Ron Burkle and Perez Hilton. Was good to see the now Mr. Mariah Carey – he’s a good man, and will have more success in years to come I’m sure.

–A 2011 planning session with a corporate client.

–Still to come this week: Catching up with a major corporate communications client of the agency in NY for a media tour. Then a board meeting for a non-profit, and dinner Thursday night with a mobile technology company for whom we are the PR agency of record. Then finishing off my Friday with internal recap meetings of all my direct reports… and I am sure the adventure of the next few days

–And thankfully I have run 2 days this week already just to keep the mind sharp – sweat helps and keeps the stress level down…

Day to day client calls, sitting with staff, a few staff reviews, and just the general hecticness of running a PR agency in this hectic economy of 2010. If I’m honest, I probably have it easy in comparison to those who offer the whole marketing works. I bet Interrupt Media is non-stop during this season! Trying to get campaigns approved and signed off for 2011.

Ronn Torossian



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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.