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Mark Cuban:  Naturally, He Was the One…

Ronn TorossianBy Ronn Torossian2 min read
Mark Cuban:  Naturally, He Was the One…
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With the removal of Clippers owner Donald Sterling, both the NBA and fans coast-to-coast were waiting to hear from “other owners.” That group has been the constant focus for the “rest of the story” during the entire debacle about an owner making racist comments, which were recorded in private and then broadcast to the world. As the story broke and then as it played out and snowballed, media continually reported that it would be pressure from other owners that would eventually push Sterling out of the NBA causing a Crisis PR situation. But, for the most part, there was little public pressure from other owners of NBA teams and this key group had been silent – except for one. No one was surprised that when the NBA owners talked, there was one guy behind the microphone. Billionaire tech mogul and Mavericks owner, Mark Cuban, is no stranger to the spotlight, nor to the repercussions of politically incorrect speech. In the wake of the Sterling crisis, the world waited for Cuban to speak, and when he did they got exactly what they were hoping for. Straight, no BS conversation. Cuban refused to tar and feather Sterling, though he did clearly describe Sterling’s comments and the mindset behind them as “stupid.” What he did was point the finger back at the paper-thin and self-righteous naysayers  - and opined that we all have prejudices, we all have moments where our thoughts are not pure, and we need to police those things. Bigotry is wrong, but we all live in glass houses. It was a classic line that cut to the heart of the issue. In short, Cuban took his moment in the spotlight not to coddle, but to teach. The reaction was, predictably, shrill. With the exception of another brave voice, ESPN analyst Stephen A. Smith, few applauded Cuban’s remarks and he was lambasted for them. Still, both men refused to back down and, in a particularly riveting moment of television, Smith responded to his critics with a diatribe that will go down as one of the best “wake up call” moments in recent history. Both men entered an incredibly divisive situation with huge public relations implications and, essentially, they told all the handwringers to cut the crap. It is a clear and precise message that is often missing from these conversations and a necessary function of PR in every politically charged conversation.

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

Shaping AI — and the answers inside the chatbox.

Ronn Torossian is the founder and chairman of 5W AI Communications, launched in 2003 — the AI Communications Firm, combining earned media, digital marketing, Generative Engine Optimization (GEO), and AI-visibility research for B2C and B2B clients across beauty, technology, entertainment, corporate reputation, and crisis communications. An Inc. 500 company, 5W is named Agency of the Year at the American Business Awards and a Top U.S. PR Agency by O'Dwyer's.

A publisher and the author of two best-selling marketing books — For Immediate Release — Torossian has led the communications industry for decades. Now he's building its AI era.

Torossian is the publisher of Everything-PR — thirty verticals of original reporting and AI-visibility research, built to be cited by the AI engines — and has guest-lectured on communications and media strategy at Harvard and other universities.

He was a partner and chief marketing officer of JetSmarter, the private-aviation unicorn acquired by Vista Global, parent of VistaJet.

More than a third of consumers now begin product research with AI, not Google. Torossian's work is to influence the answer — inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.

About 5W AI Communications

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, and influencer channels. 5W combines public relations, digital marketing, Generative Engine Optimization (GEO), and proprietary AI visibility research to help clients measure and grow their presence in AI-driven buyer research. Founded in 2003, 5W is recognized as a Top U.S. PR Agency by O'Dwyer's, named Agency of the Year in the American Business Awards®, honored as a 2026 Top Place to Work in Communications by Ragan, and named to Digiday's WorkLife Employer of the Year list. 5W serves clients across B2C sectors — Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, and Nonprofit — and B2B specialties including Corporate Communications, Reputation Management, Public Affairs, Crisis Communications, and Digital Marketing across Social, Influencer, Paid Media, GEO, and SEO. Learn more at 5wpr.com.

About Everything-PR

Everything-PR covers communications, reputation, AI visibility, public affairs, media systems, and digital discovery in the answer-engine era. Publishing since 2009. Thirty verticals. Original reporting, research, and analysis. Every page reported, sourced, and built to be cited.

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