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Crisis PR: Michael Douglas & Half-Naked Israeli Soldiers

Ronn TorossianBy Ronn Torossian1 min read
Crisis PR: Michael Douglas & Half-Naked Israeli Soldiers
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Two very different crisis PR situations are attracting worldwide-media attention. First - Michael Douglas tonight tried to deny saying that his cancer was caused by oral sex. Unfortunately for him, The Guardian newspaper, who broke the story yesterday today, released the audio tape of the interview, which can be heard here.  This one won’t go away – and the bell cannot and will not be unrung.  Don’t think he will win the claim that he didn't say it. Then - Israel, a country which rarely gets good media attention is now attracting worldwide headlines for “disciplining” the young female soldiers who posted pictures of themselves on Facebook half-naked in military garb. A few years ago, Maxim Magazine ran a campaign “Women of the Israel Defense Forces” which attracted plenty of positive attention. Maybe, despite the fact that these women broke the rules in the end Israel will be seen positively? (At the very least, plenty of men worldwide will smile.) And - Worldwide, crisis communications attracts more attention, as a leading Australian University, Royal Melbourne Institute of Technology (RMIT) is offering a new class to address current thinking in crisis communications, as part of the PR Master Class series. Let’s hope the trend of increased attention and awareness on our industry continues – can only help all of us.

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is an experienced leader in the public relations industry with over 20 years of experience. Ronn Torossian has been named as Public Relations executive of the year by the American Business Awards, and has run countless award-winning Public Relations programs.
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Ronn Torossian
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Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W, one of the largest independently owned public relations and digital marketing firms in the United States. Under his leadership, 5W is the AI Communications Firm — building the category around generative engine optimization (GEO), AI search visibility, and how brands earn presence inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.

Torossian founded 5W in 2003 and has scaled it across consumer, technology, financial services, healthcare, beauty, gaming, and crisis communications practices. 5W's research franchise — the AI Visibility Index Series, The GEO Reckoning, and The Missing Rung Report — has become the industry reference for measuring brand visibility inside AI-generated answers.

He is one of the country's foremost crisis communications experts and the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations.

5wpr.com | 5W Research | ronntorossian.com

Work with 5W

5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, GEO, and influencer channels. www.5wpr.com

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