Facebook PRFacebook stock has plummeted since its IPO, and the company is in the midst of a public relations nightmare.  From minute 1 of a delayed launch with Nasdaq’s technical problems to the lawsuits swirling around, Facebook is entering a danger zone

Newspaper headlines like: ‘Facebook has No Friends’ are harmful to the brand. Even darling private companies, like Facebook, aren’t necessarily the most popular or best investment choices when trading publicly.

That which has gotten Facebook to this point isn’t what will get them to the next level. Facebook’s PR problems aren’t going away on their own and the executive team at Facebook cannot outwork those problems.  The rules of the game have changed – Facebook must promote any and all value-added services, such as photo sharing and game playing, heavily to show how this social platform is properly valued.

The court of public opinion doesn’t wait – and this downward cycle of media attention is harmful.  The company needs to move quickly with positive news and positive attention. Mark Zuckerberg – Buy a Suit! This is the big leagues, and your hoodies don’t work when you are talking about billions of dollars.  Wall Street demands respect and while individual style may be less formal, a hoodie is simply too much.  Grow up, Mark!

Clear, transparent communication is needed – and Facebook needs to positively communicate any good things.  A Crisis PR Agency is needed – being popular in consumer homes doesn’t mean your stock is valuable.

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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.