Basic Info

Name:
Ronn Torossian
Contributor Status:
Native AdVice
Initial Contribution Date:
09/18/2015
Primary Location:
New York, NY, USA

Career Info

Primary Industry:
Public Relations and Communications
Personal Career Headline:
FOUNDER, PRESIDENT, & CEO OF 5WPR
Business Description (One-Liner):

Full-service PR Agency

Experience Timeline:
16-20 years of work experience

My Native AdVert

Career Snapshot:

Ronn Torossian is the Founder, President, and CEO of 5WPR, an award-winning, top 20 independent US PR agency. An entrepreneur, as a PR firm CEO, Ronn has extensive experience in all aspects of public relations, marketing and reputation management, having led assignments for Fortune 500 companies and start-up companies, government agencies, academic institutions, corporate executives, politicians, non-profits, and luminaries in the business, entertainment and media worlds.

Ronn is a two-time winner of the Public Relations Executive of the Year by the American Business Awards, and a semi-finalist for Ernst & Young’s Entrepreneur of the Year. He is nationally recognized as one of the most well-respected Public Relations professionals in the industry.

An esteemed expert and influencer in marketing and public relations, he regularly offers his insights in the media, including appearances on CNBC, Bloomberg, “The Today Show,” and Fox News. He is also a resident public relations expert for Entertainment Tonight, and an op-ed contributor to Huffington Post, Wired Insights, The Observer, Business Insider, and other publications. He has been featured in Inc. Magazine, Entrepreneur Magazine, Bloomberg Businessweek and more.

His bestselling book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations,” is a must read for marketers and PR professionals alike, as well as required reading for media and marketing students at colleges and universities.

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How did you get into the industry?:

On a practical basis, I am New York City born and bred.  Born in Brooklyn, raised in the Bronx, Stuyvesant High School in NYC, then SUNY Albany. After college I had no clue what I wanted to do and spent time working in politics in Israel. I worked for the Likud Party, including work with the Mayor of Jerusalem and multiple Prime Ministers.

It gave me a taste for advocacy and by accident, I discovered PR. I love politics and PR is a nice combination of journalism, psychology and lawyering—it’s an ever-changing and always interesting landscape…and I LOVE IT! In 2003, I started 5W Public Relations, which consisted of me and an intern working for three clients in a 400 square foot rooftop office.

Emerging industry trends?:

A big trend I’ve noticed in the industry is newsjacking. At its most basic, newsjacking is using current news that’s garnering a lot of interest and injecting your views and product information into the storyline. It’s beneficial in public relations because it provides an outlet to increase exposure and awareness of your brand while being extremely relevant.

Inspiration for the business idea, and your vision for the Business?:

A lot has changed since that 400 square foot rooftop office. One constant, as our name suggests, is the way we approach our clients. We dig into the essential questions, the “Who,” “What,” “When,” “Where,” and “Why,” of our clients’ needs.

Because of that virtue, combined with the creativity and dedication of my tenacious team, 5WPR has become an award-winning top 20 PR agency in the US based out of our 1166 Avenue of the Americas, New York City office. We are known for needle-moving public relations programs, a novel approach, and innovative people who deliver measurable, game-changing results.

What's next for the Business in the near future?:

In the past year, we’ve seen tremendous growth; seeing record growth and opening an office in Denver, Colorado. We’re focusing on the future and constantly modernizing our approach and adapting to the changes among us, so we can experience continued success in the years to come.

Your key initiatives for the success of the Business? Greatest Accomplishment?:

We are an aggressive agency in a passive industry. We work with the media to build our brand and utilize public relations to garner awareness for ourselves. We understand speed and the need to deliver results. Everyone here pitches media, from myself to my most junior employees.

Being listed in the Top 20 independent PR Agencies in the US. Most midsize or large PR agencies are owned by really old people. When I say ‘old people’ I mean old in age and old in thinking. Most who own PR firms are people who wear suspenders at the age of 60 or something, and they’re not young and creative and fresh.

I think my younger, fresher approach has proven to be extremely successful. To grow my business in an unconventional way, the way I envisioned would be successful, not the way everyone else in the industry was doing it, is very rewarding. As a self-made New Yorker, the grandson of Holocaust survivors, I am the American dream.

Ideal experience for a customer/client?:

5WPR’s goal is always to work as a seamless extension of our clients’ team. We develop tactical PR programs and offer an unyielding commitment to helping clients we believe in achieve the attention and respect they deserve. We secure top-notch media coverage for our clientele on a daily basis.

The successes we deliver stem from a close partnership, an understanding of clients’ needs, and a strategic approach to designing programs that accomplish their goals. We take pride in the successes we achieve for our clients.

How do you motivate others?:

I would say our employees are motivated by being part of 5WPR. Our employees feel motivated to work hard and deliver results being part of such a strong team, working among top PR executives and advocating for some of the world’s biggest brands. 5WPR and our clients are constantly raising the bar and our employees consistently exceed our expectations.

Our employees’ passion is contagious. We know how diligently our employees are working, so we regularly give recognition where it’s due and opportunities for advancement. Any of my employees will tell you, this job is what you make of it. Our employees are happy to be here.

Career advice to those in your industry?:

Being a successful entrepreneur requires a lot of planning. Here are my five tips to succeed as an entrepreneur:

1) Offer what people want to buy

2) Work really hard

3) Believe In Yourself

4) Always overestimate expenses and underestimate revenues

5) Be a sales and marketing maniac

What Else To Know

Your Business's Motto?:

Real. Resourceful. Results. It reflects 5W’s values for our clients and employees. We exist to help the companies, people and issues we work for get attention in today’s noisy, crowded world. We think on our feet, relentlessly uncover opportunities and never lose sight of our clients’ goals. We are known for big ideas and smart, resourceful programs and people that deliver game-changing results.

One food and drink on earth, what would you choose?:

Diet Coke of which I am an addict, and a slice of good old fashioned NYC pizza.

What literature is on your bed stand?:

The Prince by Machiavelli or The Tipping Point by Malcolm Gladwell

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