In past years, institutions ranging from Wall Street to politics, and clergy to sports have seemingly become soiled. We see this as legends like Mickey Mantle and Joe Dimaggio, who were both seen as legends, give way to Tiger Woods, Mike Tyson, corrupt referees and the DWI or arrest of the weekend.  It has been a never-ending saga of poor conduct, greediness, sky-high ticket pricing and all around bad behavior.

One of the very few people who kept themselves above the terrible conduct was Derek Jeter, who sacrificed his body diving into the stands to win games, stands as a positive influence to fans and players, and – even off the field – upholds a great image, despite being considered a “playboy.” Now, however, both the Yankees and Jeter seem determined to ruin that story, with the Yankees urging their team captain who has played his entire career for the team to “test the market” and Jeter retorting with a $23-$24 million ask.  Neither action scores many points. Many of us in fairytale land were hoping that they’d make a deal; but, of course, that would be just too good to be true and before this is settled they will both do a tremendous amount of Public Relations damage to one another.

If you ask me, more people should follow the sports views portrayed in one of the greatest movies ever, A Bronx Tale, where the character Sonny explained to Cologero that his baseball hero, Mickey Mantle, didn’t care about him or anyone else. So, why should the boy care about him? Sonny explained, “Mickey Mantle would never pay your rent or do anything for you,”, and the boy went home and tried to throw away his baseball cards because Mickey Mantle would never pay his rent.

My view on sports was never the same after seeing that movie, and I’d venture the longer this Jeter story continues the more likely it is to destory one of the few positive images which exists still in professional sports today. And, I’ll bet many boys will throw away their baseball cards if this behavior continues.

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.