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Some commentators see Torossian's style as a sign of the times. He is "one of the New Yorkiest practitioners of this quintessentially New York profession... the consummate scrappy publicist"", wrote the New York Times.<ref name="NYT profile"/> '']'' wrote, "Torossian has anointed himself the brash new face of PR ... echoes the raw, unvarnished discourse of the ]... Few seem better equipped to navigate a celebrity-obsessed culture."<ref name=Bloomberg-2007 /> Some commentators see Torossian's style as a sign of the times. He is "one of the New Yorkiest practitioners of this quintessentially New York profession... the consummate scrappy publicist"", wrote the New York Times.<ref name="NYT profile"/> '']'' wrote, "Torossian has anointed himself the brash new face of PR ... echoes the raw, unvarnished discourse of the ]... Few seem better equipped to navigate a celebrity-obsessed culture."<ref name=Bloomberg-2007 />


== Political commentary == == Politics ==

At age 13, at the insistence of his mother, Torossian joined ], the Zionist youth movement.<ref name="davidovit">{{cite journal |last=Davidovit |first=Aliza |date= |title=Ronn David Torossian: The essence of a man |url=http://www.davidovit.com/articles/Torossian.pdf |journal=Lifestyles Magazine |location= |publisher= |access-date=April 23, 2015 }}</ref> He was an active member of the organization for 10 years, and its national president from 1994 to 1996, and continued to fund them afterwards.<ref name="davidovit" /><ref name="forward1994">{{cite web| last = Singer| first = Natasha| title =Betar Gears Up For Parade Suit| newspaper = Forward| date =July 1, 1994 | url = | accessdate =}}</ref> He says he is guided ]'s teachings in his financial and personal life.<ref name="davidovit" /> His view of ] was shaped by his Betar experience.<ref name="davidovit" /> During his undergraduate days at SUNY Albany, he became an activist and advocate for Jewish people, became the head of Religious Zionists of America/Tagar (the youth wing of Betar), and developed a desire to become the Prime Minister of Israel.<ref name="davidovit" /> He accused the United Jewish Federations of Northeastern New York of financially neglecting SUNY Albany students, but both community and Hillel leaders claimed he was lying. Torossian claimed the personal attacks were because of the community leaders' aversion to his Betar ideology, and that they cared little about the Jewish students.<ref>{{cite news |last=Gruenbaum Fax |first=Julie |date=March 3, 1995 |title=Money Crunch On Campus: Insufficient funding for Jewish programs at SUNY Albany |url= |newspaper=The Jewish Week |location= |access-date= }}</ref>

After completing his undergraduate degree, he moved to Israel for a master's degree, but quit his studies after some time to found ''Yerushalyim Shelanu'' (Our Jerusalem), an organization which promoted Jewish settlement in Eastern Jerusalem.<ref name="forward2009-08-28" /><ref>{{cite news |last= |first= |date=September 15, 1997 |title=Settlers Occupy Jerusalem Dwellings|url= |newspaper=Washington Post |location= |access-date= }}</ref> He and his organization began making news for protesting whenever they perceived injustice against Jewish people.<ref name="davidovit" />

In 1994, during the Nobel Prize award ceremony in ], Torossian was arrested for protesting against Yasser Arafat being awarded the Peace Prize.<ref>{{cite news |last=Weiss |first=Avi |date=December 16, 1994 |title=Outside and angry at the Oslo awards|url= |newspaper=Jerusalem Post |location= |access-date= }}</ref> In 1995, Torossian, as a member of the Coalition for Jewish Concerns-Amcha, disrupted the rally where ] launched his presidential bid, holding a sign that said, "Buchanan Is a Racist".<ref>{{cite news |last=Dorf |first=Matthew |date=March 20, 1995 |title=Jewish protesters disrupt Buchanan presidential rally|url= |newspaper=Jewish Telegraphic Agency |location= |access-date= }}</ref><ref>{{cite news |last=Woodward |first=Calvin |date=March 21, 1995 |title=Buchanan is back, still trying to separate right from wrong|url= |newspaper=Buffalo News |location= |access-date= }}</ref> Torossian, a follower of Rabbi ], criticized ] president ] for his failure to "clamp down" anti-semitism on campus, and claimed that Swygert had "allowed Jewish students to be intimidated by black students and... taken no action".<ref name="forward1995">{{cite web| last =Drew | first =Joseph | title =New Howard Head Vowing to Fight 'Tragedy of Hate'| newspaper = Forward| date =May 19, 1995 | url = | accessdate =}}</ref> Torossian claimed he and other Jewish students had been "verbally abused and physically threatened" by black students while staging a counterdemonstration against a black student rally in support of the ].<ref>{{cite news |last=Kurtzman |first=Daniel |date=October 12, 1995 |title=Black, Jewish students clash over march in Washington|url= |newspaper=Jewish Telegraphic Agency |location= |access-date= }}</ref> Torossian sued the police because they had prevented him from demonstrating at the rally, claiming his First and Fourth Amendment rights had been violated.<ref>{{cite news |last=Wohlgelernter |first=Elli |date=October 26, 1997 |title=DC police sued over treatment of Jews at rally|url= |newspaper=Jerusalem Post |location= |access-date= }}</ref>

Torossian publishes opinion pieces in the '']'', '']'' and '']''. In March 2015 he criticized the ] in conjunction with a campaign by ] over the NIF's stance on the ] campaign.<ref>{{cite news|url=http://www.haaretz.com/jewish-world/jewish-world-news/.premium-1.646449 |title=Moving on from attacking Islam, Pamela Geller sponsors N.Y.C. bus ads against New Israel Fund donors |newspaper=] |date=March 11, 2015 |first=Debra Nussbaum |last=Cohen}}</ref> Torossian publishes opinion pieces in the '']'', '']'' and '']''. In March 2015 he criticized the ] in conjunction with a campaign by ] over the NIF's stance on the ] campaign.<ref>{{cite news|url=http://www.haaretz.com/jewish-world/jewish-world-news/.premium-1.646449 |title=Moving on from attacking Islam, Pamela Geller sponsors N.Y.C. bus ads against New Israel Fund donors |newspaper=] |date=March 11, 2015 |first=Debra Nussbaum |last=Cohen}}</ref>


Revision as of 18:22, 23 April 2015

For other people named Torossian, see Torossian (surname).

Ronn D. Torossian
Ronn Torossian
Born (1974-08-25) August 25, 1974 (age 50)
Brooklyn, New York
NationalityAmerican
Alma materSUNY Albany
OccupationPublic Relations
Employer5W Public Relations
Known forPublic relations
TitleChief Executive Officer
SpouseZhanna Osna (m. 2003)
WebsiteOfficial website

Ronn D. Torossian is an American public relations executive, founder of New York City-based 5W Public Relations (5WPR), and author.

His public relations firm, 5WPR, in 2014 had revenues of about $19 million. As a public relations executive, Torossian is known for his aggressive tactics, which have won him both praise and criticism.

Early life

Torossian was born in Brooklyn, New York. He grew up in The Bronx and attended Stuyvesant High School in New York City. While at SUNY Albany, Torossian became national president of the North American branch of Betar, the international Zionist youth movement associated with Israel's Likud party. After college he moved to Israel, and co-founded with fellow Betar members and current members of Knesset Danny Danon and Yoel Hasson an organization called "Yerushalayim Shelanu" (Our Jerusalem), which promoted Jewish settlement in Eastern Jerusalem. He returned to the US after a year and a half.

Career

Torossian began his career in public relations in 1998, working with then New York City Council speaker Peter Vallone, Sr. during Vallone's trip to Israel. He also worked for the Likud Party in Israel.

Torossian founded 5WPR in 2003. He became known for his aggressive PR style; the New York Times called him "brash and aggressively outspoken".

Torossian's political work has included various interests in the former Yugoslavia, including Serbian President Boris Tadić and the Albanian American Civic League, in Lebanon and elsewhere. He has worked in the former Soviet Union, including representation of Maira Nazarbayev, the wife of Bolat Nazarbayev (brother of Kazakhstan president Nursultan Nazarbayev), Vitaly Klitschko during his candidacy for Mayor of Kiev, Ukraine and representation of Rinat Akhmetov, the richest man in Ukraine.

Torossian has also written the book For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations.

Torossian was on Advertising Age's "40 under 40" list in 2006 and PR Week's "40 under 40" list in 2007.

5WPR

Torossian's public relations agency, 5WPR, grew from two employees in 2003 to over 100 in 2014, with The New York Observer ranking it the 35th "most powerful" PR company in New York City. Initially known for representing celebrities such as Ice Cube, Lil' Kim, Sean Combs, Snoop Dogg, and Pamela Anderson, the company's client base has broadened to include major firms such as Anheuser Busch, Barnes & Noble, Coca-Cola, Evian, McDonalds and Microsoft; religious personalities such as Benny Hinn and John Hagee; and organizations such as the American Bible Society, the Likud Party of Israel, Regent University, and the Trinity Broadcasting Network. 5WPR has also represented such well known brands as Girls Gone Wild, Gray Line Bus Tours, Gummi Bears, and LifeStyles Condoms.

Reception

Torossian's aggressive PR tactics have won him both praise and criticism. Business Week called him "loud, crass, buzz-obsessed... The Bad Boy of Buzz." Atlantic Monthly writer Jeffrey Goldberg called him "the most disreputable flack in New York", particularly criticizing his representation of what Goldberg called the "lunatic fringe" of right-wing Israeli politics. Gawker’s Hamilton Nolan wrote that Torossian "embodies the public’s worst ideas about what a PR person is: loud, brash, more flash than substance, dirty, manipulative, amoral, and, in the end, not particularly bright."

On the other hand, clients have cited his "unlimited energy" and his unique approach to public relations as reasons for hiring him. Jameel Spencer, former CEO of Bad Boy Entertainment-affiliated Blue Flame Marketing and Advertising, called Torossian "one of my most trusted business counsels," A The Jerusalem Post profile of him cited his "meteoric rise in the business world today". Another client compared Torossian to former basketball player Dennis Rodman, whom "Everyone hated to play against. But if he was on your team, you loved him". A Forward story said, "His aggressive style may not always be pretty, but the results speak for themselves."

Some commentators see Torossian's style as a sign of the times. He is "one of the New Yorkiest practitioners of this quintessentially New York profession... the consummate scrappy publicist"", wrote the New York Times. Businessweek wrote, "Torossian has anointed himself the brash new face of PR ... echoes the raw, unvarnished discourse of the blogosphere... Few seem better equipped to navigate a celebrity-obsessed culture."

Politics

At age 13, at the insistence of his mother, Torossian joined Betar, the Zionist youth movement. He was an active member of the organization for 10 years, and its national president from 1994 to 1996, and continued to fund them afterwards. He says he is guided Ze'ev Jabotinsky's teachings in his financial and personal life. His view of Judaism was shaped by his Betar experience. During his undergraduate days at SUNY Albany, he became an activist and advocate for Jewish people, became the head of Religious Zionists of America/Tagar (the youth wing of Betar), and developed a desire to become the Prime Minister of Israel. He accused the United Jewish Federations of Northeastern New York of financially neglecting SUNY Albany students, but both community and Hillel leaders claimed he was lying. Torossian claimed the personal attacks were because of the community leaders' aversion to his Betar ideology, and that they cared little about the Jewish students.

After completing his undergraduate degree, he moved to Israel for a master's degree, but quit his studies after some time to found Yerushalyim Shelanu (Our Jerusalem), an organization which promoted Jewish settlement in Eastern Jerusalem. He and his organization began making news for protesting whenever they perceived injustice against Jewish people.

In 1994, during the Nobel Prize award ceremony in Oslo, Torossian was arrested for protesting against Yasser Arafat being awarded the Peace Prize. In 1995, Torossian, as a member of the Coalition for Jewish Concerns-Amcha, disrupted the rally where Pat Buchanan launched his presidential bid, holding a sign that said, "Buchanan Is a Racist". Torossian, a follower of Rabbi Avi Weiss, criticized Howard University president Patrick Swygert for his failure to "clamp down" anti-semitism on campus, and claimed that Swygert had "allowed Jewish students to be intimidated by black students and... taken no action". Torossian claimed he and other Jewish students had been "verbally abused and physically threatened" by black students while staging a counterdemonstration against a black student rally in support of the Million Man March. Torossian sued the police because they had prevented him from demonstrating at the rally, claiming his First and Fourth Amendment rights had been violated.

Torossian publishes opinion pieces in the New York Post, The New York Observer and The Jewish Press. In March 2015 he criticized the New Israel Fund in conjunction with a campaign by Pamela Geller over the NIF's stance on the Boycott, Divestment and Sanctions campaign.

Personal life

Torossian married his wife Zhanna in 2003. The couple lives in Manhattan.

References

  1. Torossian, Ronn (February 23, 2015). "Nonprofit Tax Sparks Outrage [author information]". The Ronn Torossian Foundation. Retrieved April 4, 2015.
  2. ^ Kurutz, Steven (February 20, 2005). "Brash P.R. Guy Grabs Clients, Ink". The City. The New York Times. Retrieved September 5, 2008. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  3. "Worldwide Fees of Top PR Firms With Major U.S. Operations (Updated March 2015)". J.R. O'Dwyer Company. March 2011. Retrieved March 10, 2015.
  4. ^ Popper, Nathaniel (April 2, 2004). "Publicist scores with rappers, right-wing politicians". The Forward. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  5. "World Zionist youth movement – Home". Betar. September 23, 2011. Retrieved June 15, 2012.
  6. ^ Popper, Nathaniel (August 28, 2009). "Birthright Scored for Picking P.R. Firm Tied To Scandal, Hard Right Politics". Forward. Retrieved April 1, 2011.
  7. ^ "Special Report – 40 under 40: Ronn Torossian". Adage.com. Advertising Age. August 7, 2006. Retrieved June 15, 2012.
  8. Herskovits, Beth (March 10, 2005). "Lebanese organization challenging Syrian occupation taps 5WPR for strategic counsel". PRWeek US (subscription required). Retrieved June 21, 2012.
  9. "Info – US lobbyists work for both sides". B92. October 26, 2006. Retrieved June 15, 2012.
  10. Fenton, Reuven (July 10, 2001). "$20M apt. 'thief': I'm still happily married to Kazakh accuser". New York Post. Retrieved June 15, 2012.
  11. "5W Public Relations". Holmes Report. October 1, 2009. Retrieved June 15, 2012.
  12. "Business Books Top Five US". Shanghai Daily. June 12, 2012.
  13. Hamilton Nolan (November 15, 2011). "Incompetent PR man writes incompetent PR book". Gawker. Retrieved September 30, 2014.
  14. "40 under 40". PR Week. December 3, 2007. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  15. Kaminer, Michael (November 19, 2014). "The Power 50 List". The New York Observer.
  16. ^ Jim Edwards (January 12, 2012). "What It's Like To Work Inside New York's Most Aggressive PR Spin Machine". Business Insider.
  17. ^ Brady, Diane (November 11, 2007). "The Bad Boy of Buzz and His PR Problem". Businessweek. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  18. "5W Public Relations: Agency Business Report 2012". PRWeek US. August 28, 2012.
  19. Goldberg, Jeffrey (October 27, 2008). "The Jewish Extremists Behind "Obsession"". The Atlantic Monthly. Retrieved June 17, 2012. {{cite news}}: Italic or bold markup not allowed in: |publisher= (help)
  20. Wheaton, Ken (March 10, 2008). "Ronn Torossian: No Poster Child for PR Industry". Advertising Age. Retrieved February 23, 2014.
  21. ^ Nolan, Hamilton. "Famous Publicists: Self-promoting publicists and clients who love them". PR Week. Retrieved February 23, 2014.
  22. Blum, Ruthie (August 5, 2009). "One on One: 'It's all about shaping a story'". Jerusalem Post. Retrieved June 15, 2012.
  23. ^ Davidovit, Aliza. "Ronn David Torossian: The essence of a man" (PDF). Lifestyles Magazine. Retrieved April 23, 2015.
  24. Singer, Natasha (July 1, 1994). "Betar Gears Up For Parade Suit". Forward. {{cite web}}: Missing or empty |url= (help)
  25. Gruenbaum Fax, Julie (March 3, 1995). "Money Crunch On Campus: Insufficient funding for Jewish programs at SUNY Albany". The Jewish Week.
  26. "Settlers Occupy Jerusalem Dwellings". Washington Post. September 15, 1997.
  27. Weiss, Avi (December 16, 1994). "Outside and angry at the Oslo awards". Jerusalem Post.
  28. Dorf, Matthew (March 20, 1995). "Jewish protesters disrupt Buchanan presidential rally". Jewish Telegraphic Agency.
  29. Woodward, Calvin (March 21, 1995). "Buchanan is back, still trying to separate right from wrong". Buffalo News.
  30. Drew, Joseph (May 19, 1995). "New Howard Head Vowing to Fight 'Tragedy of Hate'". Forward. {{cite web}}: Missing or empty |url= (help)
  31. Kurtzman, Daniel (October 12, 1995). "Black, Jewish students clash over march in Washington". Jewish Telegraphic Agency.
  32. Wohlgelernter, Elli (October 26, 1997). "DC police sued over treatment of Jews at rally". Jerusalem Post.
  33. Cohen, Debra Nussbaum (March 11, 2015). "Moving on from attacking Islam, Pamela Geller sponsors N.Y.C. bus ads against New Israel Fund donors". Haaretz.
  34. Garvey, Marianne (August 16, 2003). "Bride and gloom - powerless city leaves couple at altar". New York Post.
  35. Rogers, Teri Karush (January 8, 2009). "Goodbye, Suburbs". The New York Times.

External links

Further reading

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