Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America’s most prolific and well-respected Public Relations professionals.

Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 250 professionals in the company’s headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named “PR Agency of the Year” by the American Business Awards on multiple occasions.

Throughout his career, Torossian has worked with some of the world’s most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine’s Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.

Torossian is known as one of the country’s foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations,” which is an industry best-seller.

A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.

Clash of Employee and Company Actions

2022-01-26 by Ronn Torossian
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Recently, one of the top-ranking financial advisers at the wealth and investment management division of Bank of America, James Iannazzo, was fired and arrested. That happened after he berated a few smoothie shop employees, threw a drink at them, tried to force his way into the shop’s employees-only area, and called one of the employees a “fucking immigrant”. The situation developed in a Robeks smoothie franchise in Fairfield, Connecticut, about an hour after Iannazzo purchased his drink and left without causing any incidents. Filmed Incident A recently deleted video that went viral on social media platforms showed Iannazzo screaming at... Read More >

Customer segmentation in fashion marketing

2022-01-10 by Ronn Torossian
Fashion Week Public Relations

Customer segmentation aims to divide a large customer base into smaller subgroups that share similar needs and characteristics. Some of the normal criteria for subgroup classification are age, gender, purchasing behavior, financial situation, and occupation. Conventional customer segmentation methods, however, are undergoing change due to an increasing number of customers  experimenting with their style and budget. Given below are some examples of segmentation styles that help companies enhance their assessment of their customers so they can offer products and services designed to appeal to the targeted audience. 1) Demographic segmentation - This is one of the most widely used methods of classification.... Read More >

Evolution of influencer marketing

2022-01-03 by Ronn Torossian

The pandemic saw a lot of businesses pressing pause on campaigns and sometimes canceling them completely. With physical events canceled and brick-and-mortar stores shut, businesses had to completely reconsider how to reach consumers. To influence audiences, brands realized they had to use social media platforms intelligently. This led them to seek the help of influencers. Influencers grew their follower bases by adapting and diversifying their content and using channels like TikTok, a platform that has seen a 45% increase in influencers in 2021 alone.  The success of influencer marketing has given rise to the term, ‘creator economy’, which is given importance by... Read More >

Heinz enters the gaming world

2021-12-27 by Ronn Torossian
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Marketing is evolving with the world it inhabits. The pandemic is not only leaving behind lessons but is also creating opportunities in the marketing world. To increase their ROI, marketers need to adapt their approach. Quite a few brands have taken to enhance their campaigns with gamification. Games have become incredibly immersive. The level of detail possible in today’s games allows gamers to enter a universe where they are engaged with sights, sounds, and stories. Heinz teamed up with Call of Duty: Warzone Pacific to identify hidden spots in the new Calders map in order to safely enjoy a well-deserved... Read More >

FAQ Pages for Conversions

2021-12-20 by Ronn Torossian
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One of the important elements of a company’s website is the Frequently Asked Questions (FAQ) page, which helps with a company’s customer conversion journey. Any consumer that opens up that page has already identified a need for whatever a company is selling, and has entered the consideration stage of the purchasing journey. The FAQ page can provide the consumers with information that’s required to finalize their purchasing decision. Unfortunately, many companies overlook the importance of the FAQ page, or simply add the page as an afterthought as opposed to creating a page that’s going to generate more conversions. A company’s... Read More >

Communicating Difficult News

2021-12-13 by Ronn Torossian
2 way communication in the workplace

Recently, the CEO of the tech mortgage company Better.com, Vishal Garg, invited 900 of the company’s employees onto a Zoom webinar. During the webinar, which only lasted about three minutes, he told all of the people attending that their contracts had been terminated. The employees were watching the webinar of the CEO when he announced on screen that all 900 of them would be losing their jobs, which is about 15% of the total staff at the company. Garg told the attendees that everyone who was invited to the call was part of the unlucky group of people that were being... Read More >

Brands Investing in Regenerative Agriculture

2021-12-07 by Ronn Torossian
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Regenerative agriculture is a system of agriculture that aims to restore the habitats they occupy. In doing so, they develop soil’s organic matter and restore degraded soil’s biodiversity. It is a method of proper land management. Some brands are leading the way in making a positive environmental impact by supporting and building regenerative supply chains. Given below is a list of brands that are implementing regenerative agricultural practices in their supply chain. 1) Nestlé - In the month of September, Nestlé launched its ‘sustainability promise’. It was a pledge to help protect and restore the environment and improve the livelihoods... Read More >

Expedia advocates getaways for Black Friday

2021-11-29 by Ronn Torossian
Expedia

The pandemic has left people eager for a change of scenery. Virus tests and forms essential for travel have made planning and organizing trips more difficult. Holiday shoppers are also craving to travel freely again. Quite a few may even wish to travel to places they see on TV screens and in catalogs. A lot of people are beyond ready to leave their homes for a weekend getaway or more. With people working from home, taking time off from work allows recovery and relaxation. This observation led to Expedia group’s latest marketing campaign. It is centered around a 15-second video... Read More >

Improving Omnichannel Marketing Efforts

2021-11-23 by Ronn Torossian
Omnichannel

Most modern consumers tend to be impulsive in their purchases, which makes them unpredictable.   And with the many  ways that consumers can make purchases, they don’t have to pay a lot of attention in researching a product or a business. They also tend to expect brands to follow them around throughout their buying journey, instead of the other way around. That means companies have to anticipate the needs of consumers while also providing a positive experience throughout their  buying journey. That’s where omnichannel marketing efforts become very beneficial to brands, as they give consumers positive experiences with the right messages... Read More >

Managing an Email Subscriber List

2021-11-15 by Ronn Torossian
email-marketing-1

Most email marketing efforts are all about the numbers, which is why plenty of marketers avoid removing any email addresses from their subscriber lists. However, before a company even gets to the point of removing emails from an email list, it should have an established list of email subscribers in the first place. People can sign up for an email subscription in exchange for a lead magnet. That lead magnet can be a discount or something else that is beneficial for them, such as a resource. Once people start signing up for an email subscription, it's time to manage that... Read More >

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