So in his 1st interview since finding out Kristen Stewart had cheated on him, Robert Pattinson conducted an interview.  He appeared with Jon Stewart on “The Daily Show” – and said: “My biggest problem in my life is that I’m cheap…and I didn’t hire a publicist.” (3:00 mark).

There are so many things that a crisis PR firm can handle – whether a response to Stewart, coordinating initial interviews, and so many other things.  It’s just amazing how many stars (as well as companies & brands) who need public relations professionals simply don’t hire one.  While perhaps Pattinson meant it in a humorous manner there’s no question that proper representation can help anyone in the media spotlight. When preparing to handle the media, it’s crucial to understand your talking points, and areas in which you should not entertain speaking on. A simple no comment or a curated storyline – can force the storyline to be in your favor; as well as hit the speaking points you decided on.

A quote from my book, ‘For Immediate Release’ presents the perfect response to Pattinson’s publicist quote: “If you wouldn’t talk to the cops without a lawyer, why would you talk to the media without your PR representative?” Remember, it’s important to be confident in your stance on a position, but its also important that your stance does not affect your public image in a negative way. Having a strong Crisis PR Firm in place, can mean the life or death of your personal brand during times of crisis.

So Mr. Pattinson, remember, next time your in a tough crisis situation – make sure you speak to your publicist first!


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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.