The killing of Osama Bin Laden was broken by a random individual on twitter, and the aftermath of the killing of the world’s most heinous terrorist shows just how important Public Relations is in all aspects of today’s world.  PR defines what and how the world thinks.

– The (usually brilliant at PR) Obama administration has clumsily handled his death:

  • First the world was told that Bin Laden and his henchmen had offered fierce resistance during a sustained firefight and that Bin Laden had used one of his wives as a shield. Then it emerged that he was unarmed, and that the woman had charged at the US commandos.
  • While this was undoubtedly an amazing victory for America and for the Obama administration, even the photo released from the White House had so many questions (and why, unless to embarrass Hillary Clinton would you release a photo of her gasping?)

It was a major American victory and a triumph for the free, civilized world – Am sure many of us wish it could have been handled in a better manner.

– Today we see Bin Laden videos released of him in a home video clutching a remote and channel surfing through footage of himself on a TV:

  • Media Reports have said, wisely that he was “as much a PR person as a terrorist.” In many ways, Bin Laden utilized all forms of modern media to speak to his audiences, and he really understood the power of media and power of images. As owner of a PR agency, I am not surprised to read that he dyed his beard to look better nor that he practiced his lines for a propoganda video.

Even the world’s most heinous terrorist understands that mastering PR is key to success.  Truly Amazing.

Ronn Torossian

5WPR

 

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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.