5WPR CEO Ronn Torossian @ Harvard Business School | United Airlines Cris...

Posted on: 14 March 2019 | 3:45 pm

Toy Business Continues to Shift

When it was announced that Toys R Us retailers would be closing their doors, toymakers across the country shuddered. Even the largest manufacturers of some of the most iconic toy brands wondered how that might impact their sales. Turns out, at least in the short run, there were winners and there were losers.One of the companies that seems to be hit the hardest, for a variety of reasons, is Mattel, which has struggled with multiple negative challenges. Toys R Us closing, no big summer movie merchandising tie-ins, and PR issues related to some of the company’s best-selling brands. In recent years, cultural attitudes toward dolls such as Barbie and American Girl have shifted, and this change has led to sluggish sales. Meanwhile, fewer parents are buying their kids Fisher-Price and Mega Bloks too.All four of these brands are huge for Mattel, and if the company doesn’t figure out a way to get them selling again, they could be in for even more trouble long-term.One of the biggest issues, along with losing a major retail outlet, is that toy companies have less clout now to drive consumer tastes. There was a time when toy catalogs and Saturday morning cartoon commercials pushed these toys and their brand messaging constantly. Now, with streaming media cutting out commercials, more options on the toy aisle and at Amazon, and parents making different decisions for their kids, yesterday’s popular toys just aren’t selling like they have been in previous decades.It’s an issue that came up relatively fast for Mattel and other toymakers, but it’s one that, even after a year of sluggish sales and a few below-average holiday shopping seasons, they have yet to solve. The company needs to either reconnect kids with their iconic brands, or they need to find some new options that kids will beg their parents to buy.At present, though, Mattel seems to be blaming the poor quarter on Toys R Us’ massive store liquidation. That’s certainly part of the issue, no question about it. Then you step back and see that Mattel’s chief rival, Hasbro, posted better-than-expected revenue in the same quarter. Now, Hasbro faced some of the same merchandising challenges that Mattel did. The big difference maker? Hasbro made Avengers and Black Panther toys. With Avengers: Infinity War and Black Panther on the big screen, those toys were flying off the shelves, shoring up what may have been an otherwise difficult few months for Hasbro.So, more than a popular distributor, it looks like Mattel needs to reboot its product line or create some products that will connect with today’s kids. If they don’t get that done soon, more bad quarters and more layoffs could be in the cards. -5W PR CEO Ronn Torossian

Posted on: 30 July 2018 | 3:42 pm

Gunn Firing Puts PR Pressure on Disney

Last week, Disney announced that it would be firing writer and director James Gunn, the creative mind behind the massively successful Guardians of the Galaxy movies, due to a series of tweets the studio determined were “indefensible.”Disney said: “The offensive attitudes and statements discovered on James' Twitter feed are indefensible and inconsistent with our studio's values, and we have severed our business relationship with him…” The tweets were made years ago, and Gunn already acknowledged them and apologized for them before production wrapped on the first Guardians movie. So, while everyone including Gunn agrees the tweets were inappropriate, the studio knew long ago about Gunn’s past, including one of his first movies, which was meant to be as provocative as his out of bounds tweets.So… how did this suddenly become an issue? Well, Gunn is an outspoken critic of the President, and certain online pundits have been looking for a way to discredit him. Then, after Roseanne Barr was fired for a tweet, they decided to re-introduce Gunn’s offensive tweets back into the current conversation, six years after he recanted and denounced them.Remember, there is no statute of limitations on social media embarrassment, and these days, a lot of brands are ignoring context and simply cutting ties. That’s what Disney chose to do. That decision was set up what may be the first major test of what has become a trend of rubber-stamp firings due to over-the-line social media posts.Just about everyone not on the pundit’s side has taken Gunn’s side on this issue. Fans are enraged and threatening boycotts. The stars of the Guardians movies — including Dave Bautista, Zoe Saldana, Chris Pratt, and Michael Rooker all took to Twitter to declare their support for Gunn. Rooker, who has worked with Gunn on multiple projects, reportedly deleted his Twitter account in protest. Even stars like Selma Blair, who has been a fixture in the MeToo Movement, have gone on record defending Gunn. Blair tweeted a petition to see the director rehired, a petition that has hundreds of thousands of signatures and counting.Social media has also been particularly harsh to Disney. One popular meme circulating has Gunn juxtaposed with a series of images from Disney movies that have been censored or pulled for being racist or otherwise inappropriate. The obvious suggestion of the meme: Disney is hypocritical and should be mocked.Now, with pressure mounting, the question is being demanded: Will Disney reverse its course and rehire James Gunn? And, if Disney does choose to do so, will it set a precedent that could lead to other fired entertainers earning their way back into the good graces of the companies that fired them?-5W PR CEO Ronn Torossian

Posted on: 29 July 2018 | 3:44 pm

The ICICI Bank Board: What Went Wrong?

After a Mint report on the 1st of June announcing that the directors of ICICI bank have finally asked CEO and managing director Chanda Kochhar to go on leave until the evaluation of her conducted comes to an end the bank's share prices have increased by almost 5%.The probe into Chanda's behavior began after a whistleblower complained about her alleged misconduct. The bank denied the report and said that Kochhar was on planned annual leave, which prompted a huge drop in company shares. On the 4th of June, speculation arose that Sandeep Bakhshi - the CEO and managing director of ICICI Prudential Life Insurance may take over the reigns as interim boss at ICICI bank. This rumor prompted stock prices to rise by approximately 4.07%, even while the shares of peer banks like HDFC and Axis Bank began to fall. This clearly indicates the market's perception of the developments at ICICI bank today.A late release by the ICICI bank appointed Bakhshi as the full-time director and COO of the ICICI Bank, effective in the immediate future depending on regulatory approval. All heads in the business will report to Bakhshi, who will further report to Kochhar - who has recently decided to go on leave. What's Next for ICICI Bank? For now, Kochhar's choice to go on leave is the best thing she can do for the bank's reputation. As the company's press release states, the decision is in line with the highest levels of corporate standards and governance. Unfortunately, the ability of the bank to recover after this latest scandal may struggle due to how long it took for Kochhar to step aside in the first place.By delaying her leave for so long, Kochhar left herself with no choice but to remind the world that she cared about corporate governance. Up until recently, Kochhar's behavior has been very "business as usual." Apart from a brief appearance at a function in Mumbai, since the controversy began, Kochhar has been focusing heavily on her daily chore. After an interaction with analysts announcing March quarter earnings, she also gave guidance into the two years ahead for ICICI bank.Where ICICI Went Wrong The problem with Kochhar's response to the scandal is that she took far too long to make a decision and step aside. The ICICI bank could have made a much better example of corporate governance if Kochhar had taken her leave much earlier. By leaving the process so late, ICICI is giving the impression that the leave isn't Kochhar's choice - but something forced upon her through pressure from the board. Stakeholders, shareholders, and customers around the ICICI bank can only wait and see what comes next for the organization.Many analysts agree that if Kochhar had stepped back immediately when doubts were first cast around her role, the bank would be in a much better position today. If nothing else, the public's opinion of Kochhar could have been different to what it is today. Currently, ICICI are left dealing with concern and uncertainty.Ronn Torossian, 5WPR CEO.

Posted on: 10 July 2018 | 3:57 pm

Buffet Failure is a Reminder to Run the Numbers on Your PR Campaigns

Not all publicity is good publicity, even if everyone loves your message. Sometimes that kind of “success” actually breeds failure. That’s the lesson being offered by the Chinese Buffet which closed after two weeks of packed houses and food flying off the line.Here’s the story: A Chinese “hot pot” restaurant opened with great fanfare and what was, for countless hungry customers, a killer deal: $25 for a full month of all you can eat. No restrictions, including no restriction on who could use the card.Predictably, the restaurant was packed from day one. Customers took full advantage of their membership card, and they even shared it with friends and family, who came in and ate their fill as well. While the restaurant did not share dining numbers, according to some estimates, more than 500 people were coming to the buffet every day. We can’t say exactly how many people paid, and who ate for free, we do know one plain fact: The month-long promotion ended after about two weeks. And so did the restaurant.What started out as a killer marketing gimmick quickly transformed into more than $100,000 in debt for the restaurant ownership.The closure upset customers who thought they would be getting the deal for the rest of the month, so they took to social media to castigate the owners for failing to live up to the deal. Talk about adding insult to injury.So, what went wrong here? Restaurants and other businesses use loss leader enticements to bring in customers all the time. The key is in the planning. If you’re going to run those kinds of promotions, you have to do two things, at minimum: run the precise numbers and control the number of deals you honor.There are a lot of ways to do this, but we don’t want to get into promotional topics right now. From a PR planning perspective, the operative takeaway is to know your costs before you begin to spend. It’s one thing to “hope” it goes well. It’s something else entirely to just dive in and expect everything to work out. If you’re losing cash on every customer, it doesn’t matter how many show up, you will never break even, much less turn a profit. You need to know your tipping point, the ratio that will put you – and keep you – in the black.Not reckoning for the actual costs of your promotion is, unfortunately, a common mistake in marketing and PR. People know they need to get the word out, and they want to be noticed, so they craft elaborate schemes and “crazy” blowout deals to get people in the door. That’s fine, as long as your per-customer return keeps you profitable. If it will not – and you need to know to a fair degree of certainty before you launch – don’t do it.Ronn Torossian is the CEO and Founder of 5W Public Relations

Posted on: 8 July 2018 | 9:55 pm

76ers Executive Responds to Accusations of Twitter Attacks on Players

Apparently, it needs to be said again: Nothing you post on social media is “private” in the absolute sense of the word. Even if you use a “fake” account name and attempt to disguise your true identity, the likelihood of being exposed and publicly embarrassed remains strong. Just ask Philadelphia 76ers team president Bryan Colangelo.According to widespread reports, Colangelo is being investigated for “using a variety of Twitter accounts to ‘anonymously’ trash his own players, as well as fellow executives… And to defend himself from criticism by fans and media.”It’s an old trap many have been tempted by: You have opinions you know would get you in trouble, so you invent an avatar to express these opinions for you … or in your defense. These days, though, if a person is motivated enough to uncover the actual source of the comments, it can be done… and it is, all too often.In this case, Colangelo was “outed” by sports news website, The Ringer, in a story that was picked up by the Associated Press as well as other national news outlets. According to the reports, the Twitter accounts described 76er players and front office leadership as “lazy” or “playing like a toddler” or “acting like a tool.”There were other reports that the accounts were used to “divulge team strategy” and to “relate details of players’ medical conditions,” both actions that offered a competitive advantage to opposing teams. Perhaps even more personally embarrassing for Colangelo is that one of the accounts in question often claimed to “know” Colangelo, describing in glowing, positive terms.None of these actions are likely to endear Colangelo to either fans or team ownership. If the allegations and suspicions are proven, the president may be out of a job soon. The team released a statement that read, in part: “The allegations are serious… We will report the results of (our) investigation as soon as it is concluded…”But that doesn’t mean Colangelo is definitely done. At least one 76er star is standing up for him, calling the allegations “insane” and saying the story is just not credible. The Ringer, meanwhile, claims to have solid sources for the allegations.Credible or not, Colangelo certainly has a difficult public relations crisis to manage. Some fans will believe the story despite any evidence to the contrary, as will some coworkers who may have other issues with the president. There’s already some ill will directed at Colangelo for his reaction to critics who credit his predecessor, Sam Hinkie, with beginning the Sixer turnaround.And there will be pressure, both from team ownership and Sixer fans, to get this situation resolved quickly. Philadelphia is widely considered one step away from being a serious contender in the East, and this is not the narrative they want dominating their off-season recruiting and continued rebuilding efforts.Ronn Torossian is the CEO and Founder of 5W Public Relations.

Posted on: 4 June 2018 | 11:08 am

Solo Tries to Win ‘Purist’ Fans Back to Star Wars

There may be no more dedicated a fandom than Star Wars fans. After it exploded onto the scene with “Episode 4” in 1977, Star Wars has become a multi-generational, international cultural force.While each of the first three films has its fans and detractors, the “prequel” episodes 1-3 split the fandom into camps that tolerated “young Anakin” and Jar-Jar, and those who decided George Lucas has cracked up. Then came “Star Wars: The Force Awakens”. Based on the box office returns, it was clear that a great many fans loved that film. But many, many other fans hated it… and they were not shy about saying so. Soon, there was a cottage industry attacking “TFA” online.Then came “Star Wars: The Last Jedi”. While some said that movie added to the canon, others claimed the film “destroyed” the franchise and “ruined” their hero, Luke Skywalker. Many mans, it seems, were filled with red hot rage that is still boiling over in chat rooms and on social media threads. Whenever these raging fans appear, there always seems to be another fan who comes out and says: “Give it time, because ‘Rogue 1’ was really good…” Which brings up another sore subject with many fans who think of themselves and “trilogy purists,” or those who do not accept movies outside the main storylines.Then there are the fans Lawrence Kasdan, who wrote “The Empire Strikes Back,” was talking about when he told Star Wars rookie contributor JJ Abrams, “Star Wars is not as important as the way people feel about it… They are very committed to it, and they are committed to a certain kind of film…” A certain kind of film… Those five words encapsulate the rage that’s currently being directed at movies that many, many people actually thought were pretty good… And those words go a long way toward explaining the current pushback against the latest standalone Star Wars film, “Solo.” Kasdan’s direct involvement in the film has many Star Wars purists tacitly excited.These fans tend to view “Empire” as the best of all the movies, and they credit Kasdan with helping to define the key relationships in the series, as well as the overall tone of the franchise. That question of film and story “tone” led to “Solo” directors Chris Miller and Phil Lord being replaced during filming, a decision that was both cheered and lamented by fans.Some said it was the right move to “protect” the franchise. Others said it was evidence that things were truly “off the rails” at Team Star Wars. While the jury’s still out on that, it’s clear that Solo has a lot riding on its shoulders. If the Disney-led production team gets Han Solo “wrong” in the eyes of the legion of fiercely dedicated Star Wars fans, things could become very dark in a galaxy far, far away.Ronn Torossian is the CEO and Founder of 5W Public Relations.

Posted on: 22 May 2018 | 12:10 pm

These Companies Doing Social Media PR Right

There’s a lot you can learn from your own mistakes or from watching other people make them, but you can also learn a lot about how to “do it right” by watching brands that took a swing and knocked it right out of the park. In this article, we will look at a few companies that absolutely knocked the cover off the ball, so to speak, with regard to their social media PR campaigns.Staples Gets People to Stick“Compelling” and “entertaining” are two terms you often hear connected with successful social media PR campaigns. Achieving those accolades is not exactly an easy task when you sell office products. Staples has managed to make it happen, though. The company found exactly the right mix of self-aware comedy, product placement, and compelling copy to get people clicking.Pampers Grabs Your HeartWhen it comes to possible compelling content, Pampers starts on the polar opposite position compared to Staples. Where copy paper and printer ink may not grab attention, how can you miss with cute, bright-eyed babies? Well… there is the actual reason people need the Pampers… and that’s something the company would rather not remind people of in their social media PR campaigns. So, instead, Pampers focuses on reminding parents of the untethered love they feel when cuddling their newborn. There’s nothing like that feeling, and Pampers completely understands. So, they stay away from cheap gags and one-liner humor and go right for the heart.JetBlue Deals Directly with the DramaIt’s not the best time to be an airline on social media. After a string of embarrassing mishaps at multiple carriers, many customers are looking for reasons to take a shot. But, review JetBlue’s social media feed and an interesting trend develops. People are unhappy… then they’re not. This is because JetBlue has dedicated a large part of its Twitter feed to dealing directly with customer service complaints. Curious customers can watch, in real time, as JetBlue fixes issues and deals with unhappy customers, quickly and, in many cases, efficiently. They may not always get it right, but they’re doing their best, and they’re putting it right out there for everyone to see. That’s a smart response for a platform that can get ugly pretty fast when a brand isn’t responsive to a complaint or a critique.Cisco Wants Us Looking AheadOn most days, social media can be a morass of arguing, cat pictures, and current events… Cisco uses their platform to remind people we are living in amazing times and, looking ahead, we will create even more amazing times. Instead of populating its feed with “controversy” to up its engagement, Cisco is reaching out and encouraging its fans to talk about how to build a better world. It’s a clever and heartfelt approach for a company deeply connected with the current technological revolution.Ronn Torossian is the CEO of 5W Public Relations

Posted on: 14 May 2018 | 11:12 am

Anheuser-Busch Expands Shipping Options with Hydrogen Power

Even as competitors like Molson Coors are seeing their sales slumping, big-name beer maker Anheuser-Busch is in the headlines for innovation… again. A-B made a splash last year when it ordered a fleet of Tesla electric big rigs. The company followed up this headline-grab with another, shipping 50,000 cases of beer using a self-driving semi.Now, A-B has announced plans to buy hundreds of hydrogen-powered semis, an effort, the company says, to make its shipping practices more “green” and eco-friendly.Shipping innovation is nothing new for Anheuser-Busch. The company was among the first to use refrigerated rail cars, way back in the 1870s, and they’ve remained on the relative cutting edge ever since.But, why the investment in both hydrogen and electric power? According to A-B, this isn’t any kind of split test. The company plans to use different technology for different shipping needs. Each vehicle is, technically, an “electric” vehicle, as the hydrogen is combined with oxygen to produce water and create the electricity to power the vehicle. Thus, the power is actually a byproduct, and the only thing “produced” by the interaction is water.The benefit to the more complex hydrogen power process is in both time between fueling and refueling. Battery powered semis cannot yet achieve the up-to-1,200-mile range that some hydrogen fueled semis can. The electric trucks made by Tesla can only manage about 500 miles between charges at this point. This is even more important when you consider refueling times. Hydrogen trucks can, reportedly, be back on the road in about 20 minutes, roughly the same time as their diesel counterparts. It takes more than 30 minutes to charge an electric truck for a journey of about one-third the distance. So, the hydrogen powered trucks get about 30 minutes more road time on a single tank.All of this is part of A-B’s ambitious initiative to cut its overall greenhouse gas emissions by one-fourth by 2025, yet another headline-grabbing statement that has many other companies that rely on shipping reconsidering their options.While all of this might seem unrelated to the average consumer just getting back and forth to work. These shifts could create a new trend in vehicle buying for American consumers. In addition to the sale of the trucks, Nikola, the company selling the hydrogen vehicles, will also install 28 refueling stations throughout the United States. As this infrastructure increases, and more companies buy-in, there could be a much larger number of both hydrogen and electric fueling stations popping up on major interstates and highways from coast to coast.That convenience factor would have huge implications for not only the commercial shipping industry but also the consumer automotive industry. Easier access to fuel removes a major roadblock for most consumers.Ronn Torossian is the CEO of 5WPR

Posted on: 7 May 2018 | 8:39 am

DMX Headed to Prison

Popular rapper DMX is headed to prison after being convicted of tax fraud. The judge in the case, US District Judge Jed Rakoff, freestyled his own lyrics during the sentencing phase of the proceedings. Right before sentencing the rapper, whose real name is Earl Simmons, to a year in prison for tax fraud, Rakoff allowed DMX’s hit “Slippin’” to be played in the courtroom.The music played, and Judge Rakoff called the rapper’s crimes “brazen and blatant” as he was sentenced. Simmons, meanwhile, cried during the sentencing, especially as his attorney recounted Simmons’ “nightmarish” childhood. Simmons, when he composed himself, then addressed the court: “I never went to the level of tax evasion where I’d sit down and plot ... like a criminal in a comic book…”Though, he did admit there were times he knew he wasn’t following the rules. The rapper said he had been “in a cloud” and had not “been thinking straight” for some time, speaking about drug addiction treatment and his own failure to abide by bail restrictions that allowed him to continue to perform while he sought treatment. Even as his attorney described him as a “model inmate,” prosecutors in the case tried to get the judge to sentence the rapper to up to five years in prison for the tax charges, about the amount of time the prosecution said Simmons failed to file a tax return.DMX argued that he needed to be out of prison in order to earn a living, both to support his children – he has 15 – and to pay off a $2.3 million tax debt. Others argued that DMX was an inspiration, especially to the poor and those down on their luck. It’s a widely-known aspect of Simmons’ biography that he came up from the ghetto on the strength of his art, and many people spoke to this when talking to the court on his behalf. At least one woman even claimed his music kept her from killing herself. The judge in the case seemed to side with the fans and the rapper, at least to a point. He said that Simmons is “a good man” who could be “his own worst enemy…”The question, now, is what will be the value of the DMX brand when he gets out of jail this time next year? Will he still have the clout and the money-making ability he needs not only to support those kids but also to pay off that tax debt. If he is unable to fill venues and make enough to satisfy the IRS terms of the restitution agreement, Simmons could find himself right back in court. Ronn Torossian is the CEO  and Founder of 5W Public Relations.

Posted on: 2 April 2018 | 11:31 am

Milano Takes Aim at Wendy’s

Actress and social activist Alyssa Milano took aim at Wendy’s recently in an effort to call the restaurant chain to account and to bring attention to a cause she champions. As her social media rant made headlines in major media publications, it looks like she hit pay dirt.Milano went after Wendy’s by criticizing the company’s refusal to support the Immokalee Workers Fair Food Program, which is an initiative that demands “safe working conditions” and “looks to end sexual harassment in farm fields.” Here, in part, is what Milano tweeted as she tossed down the gauntlet at Wendy’s social media feet:“Hey, Wendy's! If you really want to get on the wrong side of the #TimesUp  movement, keep using our name to attack and belittle farmworker women who are fighting to keep themselves and their sisters safe from rape in the fields…”Many who saw that tweet felt a little out of sync, not knowing exactly what Milano was on about. Fortunately, for confused followers and for her cause, the actress added a longer explanation, voicing full support of workers that had been protesting in NYC, outside Wendy’s corporate offices.According to the complaints against Wendy’s, the company is now buying tomatoes from Mexico where, Milano and the Fair Food Program allege, “workers continue to confront wage theft, sexual harassment, child labor and even slavery without access to protection…”And Milano wasn’t done, posting on Facebook, saying:“These incredible women, who come from one of the harshest working environments in the U.S. and who put food on our tables, are a shining example in the fight to protect the dignity and safety of all women: They have not only shone a light on the routine abuse that farmworker women face, but they have built a proven solution to bring that abuse to an end, and have become an example to millions of women across industry lines… It was therefore shocking to me today that Wendy's, in responding to a Huffington Post reporter, stated that these members of the CIW are ‘trying to exploit the positive momentum that has been generated by and for women in the #MeToo and Time's Up movement to advance their interests.’”That message, which Milano put out in various forms across multiple social media accounts turned what had been a relatively low-profile protest into national news. It was a shot across the bow not only to Wendy’s, but to other fast food restaurants that source their ingredients out of the country, and yet another plank in the platform of food workers who have been demanding both better working conditions and higher pay. Until now, Wendy’s has largely kept its brand out of that fight, as McDonald’s and others took the full brunt of the negative media coverage. Now, though, Wendy’s is front and center.Ronn Torossian is the founder and CEO of 5W Public Relations, one of the 15 largest independent PR firms in the United States.

Posted on: 26 March 2018 | 9:30 am

Ronn Torossian's Top 5 Russian Travel Destinations

Russia is brimming with beautiful mountains, stunning beaches, vast deserts and ethnic villages to explore. However, many travelers often overlook the beauty of Russia, limiting their travel to obvious destinations like Moscow. Part of the reason for this is poor press coverage - the country hasn't invested a lot of time or effort into public relations to the tourism world. However, those interested in the nature and charm that exists within the mysterious space of the former Soviet Union should consider some of the following destinations when deciding where to visit. These 5 locations each have their own unique benefits and places to explore: 1. RuskealaRuskeala is a republic in the Northern-west part of Russia, known to be one of the most beautiful places in the world. The natural sights here are breathtaking with plenty of waterfalls, lakes, and trees to explore. The biggest attraction in this area must be the mountain park, which offers visitors the chance to explore incredible marble canyons, a crystal-clear lake, and another underground water source. Visitors can go diving, hiking, or boating around the region. 2. Veliky NovgorodOften referred to as "Novgorod the Great" this unique region is home to one of the most well-known places in the country. In fact, this city is known as the birthplace of Russia. The city his highly historic, with a democracy that helped to launch a more unified Russia. Here, visitors will find the wooden architecture museum Vitoslav Litsi, as well as open-air exhibitions of Russian farmhouses perfect for those who love learning about history and agriculture. 3. Kazan More than a thousand years old, the city of Kazan has always been a lively place full of culture and unique experiences. The location balances between the cultures of Muslim and Russian Orthodox, meaning there's plenty of mosques and cathedrals to explore. One of the must-see landmarks of the space is the Soyembika Tower, named after the last queen of the city who was captured by Ivan the Terrible's gang during the 16th century. Visitors should take the time to sample the unique delicacies and dishes offered by this region before they return home. 4. Petropavlovsk-KamchatskyLocated on the stunning Kamchatka peninsula towards the eastern end of Russia, Petropavlovsk-Kamchatsky is home to more than 100,000 people and it's also one of the best places to visit for tourists interested in seeing the rich nature that Russia has to offer. There are plenty of ecotourism attractions in this space for travelers to explore, including hikes around a local volcano, hunting and fishing trips, and sailing. The town is a great destination for foodies as it offers a range of delicacies like Kamchatka crabs. 5. Altai MountainsFinally, tourists on the search for views that they won't forget in a hurry will appreciate a trip to the Altai mountains. Otherwise known as the golden mountains, Altai is growing more popular of late, with hotels and resorts popping up around the region. Many of the hotels in this area offer their own hikes and guided tours to visitors, complete with stories about the history of the area designed to thrill customers as they explore. There are also plenty of other activities available too, such as fishing, sailing, kayaking and more. Spa treatments are common with special cedar barrel saunas and honey treatments. Russia is truly a beautiful country.Ronn Torossian is the CEO and Founder of 5W Public Relations.

Posted on: 21 March 2018 | 10:49 am

British Women Say They Make Less at Goldman Sachs

Goldman Sachs recently published a gender pay gap study, and the news was not good for the company or for its female employees in Britain. According to media reports about the study women working for GS in the United Kingdom make about 56% less on average than men do. You read that right, women working for Goldman Sachs in Britain make less than half what their male counterparts earn. Further bad news included the report that, where bonuses are concerned, women working there get bonuses that are 72 percent smaller, on average.This study didn’t look at head-to-head job competition. It took males and females, totaled their salaries and bonuses and then divided by the number of workers in each group. Given that, some were quick to argue that men in the company may work at higher-paying jobs. Two high-level executives, CEO Lloyd Blankfein and President David Solomon, essentially made that argument. They said there are many more men in senior roles and that, when jobs are compared head-to-head, women and men make about the same. The two executives did say their company has some work to do, admitting, “We have made some progress, but we have significant work to do, and we, as leaders of our firm, are committed to doing this critical work…” One of the aspects of that “critical work” is, reportedly, to increase the number of women in the GS workforce.They called that plan an important “first step” while promising even more change to come. That additional change, they say, will include shifting the ratio of women in vice president positions or above to at least 30 percent in the next five years. The announcement has both political and public relations consequences in Britain, where gender pay gaps have become a top political talking point and line of contention. For Goldman Sachs to take the lead on this issue is an interesting step, because it might create a bit of a mix in response on both sides of the political spectrum. In some ways, though, the company wasn’t given much choice.The UK government passed a law that required all businesses with more than 250 workers to publish information about their pay gaps by April of this year. The point of the legislation was to give the consumer public a clear target as to who took pay equity seriously and who did not. Now that all the cards are out on the table, Goldman Sachs and many other companies are facing a critical moment of decision. Which side of this contentious political issue will the come down on?For the leadership at GS, the answer appears clear. What they will do about it, and how consumers will react, is yet to be seen. Ronn Torossian is the CEO and Founder of 5W Public Relations. 

Posted on: 19 March 2018 | 10:22 am

Ryanair CEO Sounds Off About Brexit

When a prominent CEO takes a stand or states on opinion on a divisive political issue, the consequences can be dire. But, in some cases, certain business leaders risk the PR consequences, because they feel not speaking out is worse. Sometimes this can be a gut feeling, just a call made at the spur of the moment. Other times, it’s a carefully considered position statement. Recently, Ryanair CEO Michael O’Leary sat down with CNN and shared his thoughts on one of the most divisive political issues in recent European history.Many in Europe, especially in Britain and Ireland, have been concerned with the potential economic consequences of the Brexit vote. With the issue being so polarizing, any public statement on the issue is, to some, planting a flag on one side or the other. That had to be O’Leary’s mind when the topic came up during the CNN interview. If it was, he certainly didn’t hold back.The Meat of the MatterThe central issue, at least for O’Leary and other European airline heads, is that there has yet to be a deal struck on how commercial airlines and air travel will be impacted by Brexit. Sides are at loggerheads, and, if a deal isn’t reached by March of 2019, flights may be grounded. O’Leary put it bluntly: “Six months before Brexit is when the airlines will really be panicking, and customers will really be panicking [and asking] 'Are these flights going to operate?This comment, and the question it referenced came from a worry that no agreement would mean UK-issued airline licenses would no longer be valid in the European Union. So, O’Leary is giving voice to a concern many in the European commercial airline industry are thinking. Ryanair may begin adding a “Brexit clause” to their passenger tickets, and, according to O’Leary, his airline will not be the only one. What Are We Really Talking About Here?Exactly what that “clause” would entail has yet to be revealed, but there’s a good chance air passengers will not be happy. So, let’s review: we have a CEO speaking candidly about a hyper-partisan political issue, warning passengers that air travel may become much more complicated in the coming years in Europe. So, he’s being honest and sharing his perspective, but are consumers ready to hear this with open minds? Maybe not.This isn’t the first time O’Leary has spoken out about Brexit. Prior to the vote, the airline CEO spoke loudly and often of his view that Britain should stay in the EU. That public position has likely colored the view the consumer public has about both O’Leary and Ryanair. And it’s those opinions that will inform how most people process these comments… or if they really hear them at all.Ronn Torossian is the CEO and founder of 5W Public Relations.

Posted on: 13 March 2018 | 9:34 am

LA NFL Begins New Era

There’s been a lot of changes in the National Football League out in the great state of California, changes that have many football fans wondering which team to cheer for… or if they should be cheering for any teams at all. Over the past few years, the St. Louis Rams moved back to Los Angeles, and the San Diego Chargers moved up to Los Angeles as well.Now LA has two major teams, and San Diego is left with none. Another city that seems poised to lose its NFL franchise is Oakland. The Raiders are said to soon be moving to Las Vegas, leaving San Francisco with only the 49ers to cheer for. Big Changes Are HappeningThat will be a hard pill to swallow for the notoriously loyal members of the Raider Nation. Losing their team will leave their Sunday afternoons feeling as empty as Oakland Coliseum. But,look south to Los Angeles, and see the brand-new football complex growing out of the ground in Hollywood Park. When the new $2.6 billion stadium project is completed, the Chargers and the Rams will have some very nice digs to call home.The 70,000-plus seat stadium is already reserving season tickets, and it’s been slated to host a Super Bowl, as well as the NCAA College Football Playoff title game in the coming years. Planners, who have been angling for a new stadium in LA for many years, are exultant as this project draws to a close, eager to show off their triumph to fans. An Uncertain FutureBut will the new facilities be enough to convince LA football fans to pick a team and stick with it? The Rams had a ready-made fan base waiting for their team to come back from the Midwest. And the Chargers fans are not that far away in San Diego. Now, all that’s left is for the fans to make that investment in season tickets. To help sweeten that deal, owners are hoping to offer a bit of a spin on the current season ticket “license fee,” which fans pay to reserve their seats.Now, the feel will be considered an interest-free loan used to finance the completion of the stadium. To that end, fans are being promised their fee back… in about 50 years. That carrot may not exactly seem like too much of a benefit for fans, but it is a different concept that, if it works, could become a popular way to get stadiums paid for without using tax revenue. That step could make football a lot more popular, even with people who couldn’t care less about the teams, the games or the league.Ronn Torossian is the CEO and founder of 5W Public Relations.

Posted on: 12 March 2018 | 1:40 pm

Saadiq’s calls Oscar nomination a “huge milestone”

Raphael Saadiq is no musical frontman. However, the prolific musician has been pushed back into the spotlight, once again, through his incredible work co-writing “Mighty River” for the Mudbound soundtrack with superstar performing artist, Mary J. Blige. Of all the accolades for that composition, the latest is the one Saadiq will treasure most: an Academy Award nomination for best original song. Now that he’s been nominated, it will be tough for the talented musician and songwriter to stay behind the scenes, not that he was ever a secret. Those who needed to know have long been familiar with Saadiq’swork, and his work ethic. And that’s what he really wants to be known for: hard work and exceptional excellence. He said as much in a recent media interview:“I’ve always worked diligently no matter what… I’ve always worked to the highest standards no matter who I am working for. I like to be behind the scenes instead of out front, but this just means to me that the quality of work I have embarked upon speaks to the testament of who I am as a musician, composer and a person who works with a lot of people.”So, just who exactly are the “people” Saadiq has worked with? Turns out, it’s a who’s who of multiple different musical genres and multiple generations, including: Justin Timberlake, John Legend, Solange, Snoop Dogg, Erykah Badu, Tony! Toni! Tone!, and Kenny G.His stellar reputation with these other artists led Bligeto come to him when it was time to compose a signature song for the epic and gripping Mudbound, a movie for which Blige is also nominated for best-supporting actress. Saadiq credits Blige for her inspiration in helping him craft the song. “All I had was Mary’s storytelling, which was great. She’s very passionate… (the movie through) Mary’s eyes, that’s all we had to go on.”That formula worked, and now Saadiq is set to, potentially, take home the Academy Award. Going into the show, the composer and musician says his mind will be on all those who helped him arrive at that moment, that milestone in his life and in his career. He has said his music teachers growing up instilled a love for the art in him, and his A-List collaborators for helping establish him in the music business and build his reputation.Based on the response of his collaborators and of those who loved his music in Mudbound, Saadiq has earned this milestone moment… and the respect of some of the best in the business.Ronn Torossian is the founder and CEO of 5W Public Relations, one of the 15 largest independent PR firms in the United States.

Posted on: 5 March 2018 | 11:18 am

Regaining Trust After Your Company’s Reputation is Tarnished

Was there a bad decision (or series of them) made that have now been discovered? Think Harvey Weinstein, Volkswagen, and Chipotle in recent years, and you know that a company’s reputation can be tarnished for any number of reasons. Changing times may even make past decisions that seemed acceptable at the time to become horrendous in the public view. Whatever the problem, once it’s found – by you or on social media or the like – acknowledge and accept the truth of it. Denying things outright will only get you in more trouble. If the information that has been released is NOT true, allow others to prove it …Set Up a Task Force or TeamNo matter how large your organization, keep the team small, three or four people at the most. Too many people on this type of team will just get in the way of progress. This group should have full authority to release information, answers, apologies, and updates. Make sure they understand the necessity of getting that out quickly.Start discussions on social media with the people who are getting information out about your entity outside of your internal network. Those who hear the scandalous story early and begin its spread. That is where you can stop or slow the process. Give them the information they need to see things more from your perspective, and you’ll effectively turn at least some of the tide against you.In addition to that, find the people who are supportive of your organization and get them the necessary help – tools, breaking information, talking points, and a chance to talk openly with others. Let them act as ambassadors on your behalf – but make sure they know the truth, the information you give them is transparent and helpful. You don’t want your friends to feel betrayed and turn on you.Tell the StoryTell it so people can see the impact of the crisis on the people in your organization, the changes being made for a better outcome, the offers you can make to fix the problem for customers and consumers in compensation. And then get about the business of fixing the problem that started it all, make things right with others, and build a new and stronger reputation of honor and honesty.Don’t stop with just one level of making it right either. Set up ongoing meetings with your people to figure out ways to keep improving your product or service. How can you tie it to good works in local economies or globally? When you determine those things, set a plan in action and move forward, do better, keep a stronger communication line open with your target market and be transparent is your efforts. Ronn Torossian is the founder and CEO of 5W Public Relations, one of the 15 largest independent PR firms in the United States.Ronn Torossian, CEO of 5WPR, with Inna and Elan Katz

Posted on: 15 February 2018 | 11:01 am

Super Bowl ad winners and losers

It’s an endless debate every year: which brands “won” at the Super Bowl, and which brands did themselves no favors. If there was ever a subjective question, this is the one. At least in the early going. Given time, the numbers will come in, and brands will get to see how they actually benefited from shelling out big bucks for a 30-second spot in the most popular TV show of the year.So, back to the original question, who are the winners and who are the losers… at least so far. Consensus winners in the early going appear to be Amazon, with their humorous “Alexa loses her voice” spot, as well as Bud Light’s “Bud Knight” advert (dilly dilly). Alexa received rave reviews from market watchers and fans, who seemed to love the concept, even if they didn’t recognize all the celebrities standing in for the personal assistant.Another massively popular spot turned out to be the Touchdown Celebration advert featuring New York Giants stars Eli Manning, Odell Beckham Jr., and Landon Collins. Fans loved the Dirty Dancing callback. From there, the reactions of fans and critics ran from “cool” to “okay” to “bad call.”Getting consensus “good” ratings was a spot that combined Doritos and Mountain Dew in a way that pitted Peter Dinklage against Morgan Freeman in a fire vs. ice rap battle. It was fun, culturally relevant and nearly pitch-perfect in generating the “surprised smile” reaction. Sure, it wasn’t as out there as last year’s slingshot toddler ad for Doritos, but it was fun, and fans seemed to appreciate it.Another winner, with perhaps the cleverest multi-spot run of the night, was Tide, whose “This is a Tide commercial” campaign slickly lampooned just about every popular Super Bowl commercial in recent years. One that seemed to draw the most fan reaction was the spot that started with the “Old Spice Guy” seated on a horse. By then, most fans were clued in to Tide’s joke, but this one re-created the quirky Old Spice ads so well, there were a lot of grins when David Harbour showed up seated on the back of an extremely long horse.Ads from T-Mobile and Squarespace seemed to overwhelm, and these brands can probably chalk this year up to a missed opportunity.Perhaps the biggest loser of the night was Ram, who tried to strike a serious chord with its homage to Martin Luther King, Jr. Fans were not amused, and the spot was roundly panned for trying to borrow King’s gravitas to sell pickup trucks. The spot really didn’t work on any level. It missed the target market, allowed the message to clash with the typical Ram message of brawn and fun, and dipped its toe in what some have called misplaced appropriation.Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 12 February 2018 | 9:27 am

Murdoch wants compensation from Facebook

The face of modern media is changing, and it’s happening faster than some business models can keep up. These days, millions of people are getting their “news” from social media feeds, rather than TV networks, and that has some network brass searching for ways to protect their cash cow.Enter Rupert Murdoch. The chairman of News Corp and 21st Century Fox helped revolutionize cable news with the advent of Fox News Channel, a network specifically dedicated to right-leaning media coverage. Now, about three decades after Fox took media by storm, “news” is undergoing another quantum shift, thanks to Facebook and other social media platforms that put more emphasis on what’s popular than what’s, strictly speaking, accurate.Murdoch believes Facebook and other social networks should have to pay publishers a fee in the same way that cable companies must pay for channels on which to broadcast. In a statement released recently, Murdoch detailed his position:“Facebook and Google have popularized scurrilous news sources through algorithms that are profitable for these platforms but inherently unreliable. Recognition of a problem is one step on the pathway to cure, but the remedial measures that both companies have so far proposed are inadequate, commercially, socially and journalistically…”These comments come after Facebook announced major changes in the way it will allow users to interact with media on the platform. According to the latest update, Facebook plans to “survey” users asking them to rate news organizations by “trust scores” so that Facebook may decide where to put these sources in the users’ feeds. Scores will not be available to the public.Murdoch says that’s just not good enough. He said he believes Facebook CEO Mark Zuckerberg is “sincere” in his attempts to do news right, but Murdoch believes the “lack of transparency” in the process is “concerning.”“The time has come to consider a different route. If Facebook wants to recognize 'trusted' publishers, then it should pay those publishers a carriage fee similar to the model adopted by cable companies… The publishers are obviously enhancing the value and integrity of Facebook through their news and content but are not being adequately rewarded for those services. Carriage payments would have a minor impact on Facebook's profits but a major impact on the prospects for publishers and journalists…” Murdoch said.While Facebook has admitted to being used by bad actors to spread false information, the platform has not said anything about any willingness to pay content originators for content shared by Facebook users.Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 5 February 2018 | 11:57 am

Burger King Touts Net Neutrality

Burger King has made a habit of strange commercials in recent years. The “king” which many have called creepy – and worse – is still around, and there are a lot of adverts that have left even the target market scratching their heads.But the latest Burger King commercial may have crossed the fine line between strange and strangely topical. Burger King has weighed in on net neutrality … using the Whopper of all things to make a political point.In the three-minute online ad, Burger King releases its “social experiment” in which the Whopper sandwich is a stand-in for internet service, and customers are asked to invest heavily in “fast lane” service. As increasingly frustrated and disbelieving customers are refused their food, BK employees apologize for not being able to pass out pre-made food without a delay.At one point in the commercial, a man comes up and is immediately handed his food. He was, apparently, willing to fork over an exorbitant amount to get his food “fast.” Guests look on jealously, even as they mock him for paying way too much for a Whopper.Meanwhile, at the next register, a customer complains: “You mean the food is ready, but you can’t give me the sandwich? This is the worst thing I’ve ever heard of…”Patrons continue to complain, and Burger King continues to argue it has no choice, that this new plan is “fair” and that people can just pay extra if they want immediate service.The ad ends with what is a clear dig at FCC chairman Ajit Pai. The BK “king” stands outside the restaurant sipping from a giant Reese’s mug. The mug, of course, is a mockery of a similarly outsized Reese’s mug used by Pai at press conferences.So, here’s the analysis. Clearly, the ad is a slam against President Trump, against the loss of net neutrality and against the FCC. It’s also clearly a big risk for Burger King. Sure, their target market is sure to love anything that pokes fun at either the establishment or the FCC, but will it resonate enough to sell burgers?That’s the real question, and it’s not one that’s readily answered. So far, the video has about 1.7 million views on YouTube and, judging by the response, it’s overwhelmingly positive. But that’s just YouTube views. The video has been shared by just about every news agency, with predictable results. CNN and NBC fans loved it, as did readers of most of the online versions of print publications. Fox news channel users panned it, some even swearing to never eat at Burger King again.And it’s that viscerally split reaction that creates the real question. Why cross this line if you’re just trying to sell burgers? Sure, we’re all talking about the spot, and that may be the point … but will that translate into a long-term win or another BK misfire?Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 29 January 2018 | 9:25 am

Curry “not surprised” by allegations against Lauer

 When asked about the allegations against her former Today show co-host, Matt Lauer, Ann Curry said she was “not surprised.” Though she declined to elaborate on the specifics of that situation. In an interview broadcast on CBS, the former news anchor saved most of her commentary for supporting the #MeToo movement, saying the country is “waking up to a reality and injustice that has been occurring for sometime…”Curry was willing to discuss what she called a “climate of harassment” at NBC, though she didn’t name any names.Curry was more interested in discussing her reasons for leaving NBC, as well as her upcoming PBS program. While she didn’t say, many media observers believe Lauer was integral in getting Curry pulled from Today after only a year. At the time, NBC said Curry and Lauer “lacked chemistry,” and that she was being “promoted” to “global anchor.” No one really bought that line. During the CBS interview with Gayle King, King cut right to the heart of the matter:“In the court of public opinion, it was viewed that a powerful man, meaning Matt Lauer, derailed your career… I've always wondered. Your last day was very emotional.”Curry simply said she was “not the one” best to answer that question. King pivoted, asking Curry about the decision to replace Lauer with Hoda Kotb as co-anchor of Today. Curry said she liked the pairing: “The idea that women are involved speaking to women is actually an overdue idea… So absolutely, I think it's a good idea.”That statement begs the question: how many other people feel that way? And, more to the point, do enough consumers feel that the Today decision could set a trend other media outlets will follow?To date, there’s been a lot of heads rolling thanks to the #MeToo movement, but there hasn’t really been much of an evident, systemic change in media or entertainment as a whole. That has many people asking “What happens next” when discussing the movement. Will it bring about lasting change, a cultural shift or not?There’s no doubt that opinions are split on that issue. At this point, we’re still dealing with the fallout from so many powerful men being brought down by allegations of “misconduct” or worse. It may be too soon to ask the “what’s next” question and expect any kind of answer. But, as the days and weeks go by, everyone will have to shift out of crisis PR mode and start building something positive from wherever it is they are.Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 22 January 2018 | 10:03 am

Alabama Has 5 Underclassmen Entering The Draft

The University of Alabama is celebrating yet another NCAA football National Championship. Year after year, the Crimson Tide rack up double-digit wins and championships, send players to the NFL and retool. Nothing’s different this season. Recently, the Tide announced it would be saying goodbye to five underclassmen, who will be joining certain seniors in hoping to be drafted to play at the next level.The players opting to leave ‘Bama early include All-America safety Minkah Fitzpatrick, safety Ronnie Harrison, defensive tackle Da’Ron Payne, wide receiver Calvin Ridley, and tailback Bo Scarbrough. Fitzpatrick, a consensus top ten pick, told the Associated Press it wasn’t a very tough decision:“I think it was a pretty clear decision with my family and my coaches… I feel I played well enough to go high as I wanted to. I got a good grade from my coaches and the NFL. So, it wasn’t a difficult decision. It was a little bittersweet. I love the University of Alabama, made a lot of great friends, a lot of great relationships here inside the team and outside the team. It’s going to be hard to leave. It’s definitely been a whole lot of fun. I’m really happy I was given the opportunity to play here.”There are certainly a lot of NFL teams that could use the hard-hitting safety’s help. He has the potential to come into the NFL as a starter, depending on which team gets him, if he works hard at camp after the draft.The AP also reported Ridley and Payne are likely to be snapped up in the first round. Great receivers, and Ridley certainly is one, are something no team can have too many of, and several teams also need some help along their defensive fronts.But, leaving early as “underclassmen” does not necessarily mean these young men will leave college without earning their degree. For many, especially those who red-shirt, an early exit can coincide with early graduation. According to ‘Bama coach Nick Saban, Harrison and Scarbrough might graduate by spring, and Fitzpatrick could earn his degree by the end of summer.So, just how successful has Alabama football been at building players for the next level? In the past nine seasons, ‘Bama sent 25 underclassmen into the draft. Of those, 14 have been taken in the first round. That’s an amazing run, which signals the greatness of the Alabama program some are already calling the dynasty of the decade. Not since the early 00s, when the 2001 National Champion Miami Hurricanes team eventually had 17 players drafted in the first round and 21 more in subsequent rounds, has a team shown such dominance.Can Alabama continue the streak of success? Looks likely … though there’s a re-tooled team down in Coral Gables and an angry Georgia Bulldogs team that may have something to say about that.Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 17 January 2018 | 2:27 pm

Crawford Still Ready for Her Super Bowl Close Up After a Quarter Century

When Cindy Crawford appeared in a Pepsi ad back in 1992, she was already a popular model well on her way to becoming a household name. The commercial was a big win for Pepsi, instantly becoming an iconic advertisement, one that is always included in “best Super Bowl commercials” retrospectives along with Budweiser’s Clydesdales.In that iconic ad, Crawford plays a “fantasy girl” who cruises up in a hot car then gets out in a tank top and cutoffs, looking ‘stop traffic’ gorgeous. She then enjoys a can of Pepsi. Looking back on that ad, Crawford told the Associated Press:“It was one of those moments in my career that when I walked down the street, people were like, ‘Pepsi!’ Or I’d be at a bar and people would send me over a Pepsi… And it’s funny because during Halloween a lot of women will dress up as me in that commercial. It’s like an easy Halloween costume.”Now, Crawford is back, 26 years after that iconic spot, to star in a recreation of that piece for the current Super Bowl. Crawford’s son, Presley Gerber, is also featured in the ad. When asked about appearing in another Pepsi ad more than a quarter-century after the first one, Crawford said she was excited about the opportunity, especially as it offered her a chance to work with her son, telling the Associated Press:“Just as a mother, we drove to work together that day, and we shared the same trailer. And when he was doing his thing, I was just a proud mom watching from the sidelines, trying not to annoy him…”Crawford’s son is not the only member of the family to follow in mom’s footsteps. Her daughter, Kaia Gerber, will be on the cover of Vogue Paris in February. Crawford said Kaia is better prepared for it at 16 than she was at that age. But that doesn’t mean ‘mom’ isn’t there to offer necessary counsel and encouragement.“I do know the business ... (and) I feel like who better to help guide my kids? It kind of happened for both of them and they listen to my advice when it comes to this. The one thing they can’t say is, ‘Mom, you don’t get it.’”Will this commercial propel Presley’s career as it did his mom’s? Tough to say, but he certainly has the right sounding board for a career in the spotlight.Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 16 January 2018 | 11:02 am

Arizona Coach Ousted

The Rich Rodriguez era is over in Arizona, as the coach was ousted after a disappointing season and amid allegations of running a “hostile workplace.” According to a report in the Arizona Daily Star, the “hostile workplace” allegation was made by a “former employee” and that lawsuit is forthcoming. That report went on to say the investigation included following up on allegations of sexual harassment from this employee. While the subsequent investigation did not find enough evidence to fire the coach, the university did express concerns over the “direction” of the program. Then fired Rodriguez anyway.Rodriguez put out a statement after the firing, clarifying that the allegation was made by a former administrative assistant who had also threatened a $7.5 million lawsuit. Rodriguez said he had cooperated with the investigation, which included a “voluntary polygraph test. The former coach did drop another bombshell in the statement, admitting to an extramarital affair, which was not connected to the university or the allegation. About this, he said, “I am not a perfect man, but the claims by my former assistant are simply not true, and her demands for a financial settlement are outrageous… I am saddened that these accusations and investigation have caused my family additional stress.”In the end, it appears Rodriguez’s firing has more to do with lack of production on the field than any threats of allegations or potential lawsuits. The coach’s contract will be honored, even as Arizona looks to rebuild. Arizona athletic director Dave Heeke also issued a statement about the firing: “After conducting a thorough evaluation of our football program and its leadership, both on and off the field, President Robbins and I feel it is in the best interest of the University of Arizona and our athletics department to go in a new direction… We’ll move through the coaching search in an effort to identify a head coach that will build a solid foundation for our program and create an identity of Arizona football that the university, Tucson, and southern Arizona communities can be proud of…”The move signals yet another unhappy parting for Rodriguez. While it’s never fun being fired, and it happens a lot to football coaches, Rodriguez’s previous gig also ended on a very sour note. His three seasons at Michigan ended very badly, with the school and the coach both visibly upset by how things went down.Rodriguez channeled that frustration into success with Arizona, leading the Wildcats to four consecutive bowl appearances. Then, last season, things began going south. Two poor seasons later, the coach is out once again … and, once again, circumstances are more “complicated” than usual for a departing coach. This has led some to wonder if Rodriguez will attract a reputation as a “trouble” coach … earned or not.Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 8 January 2018 | 9:23 am

Step-up Marketing in 2018

Your brand may be on top of marketing, but even if you are, you probably can sharpen a few of your tools. Here are some suggestions for 2018. Just a little extra effort in these could pay off big.Pairing Data With ContentNo matter how great your content is in social media or blog posts, if you haven’t targeted it specifically to the people who will be motivated to buy your brand, you are spinning your wheels more than moving forward. Part of targeting your content includes timing and location as well as those you want to reach. Social media insights give access to better understanding of who you currently reach with content, their preferences politically, and so much more. It can also help you find the ideal times for posting different types of content.If you don’t have a “data scientists” on your staff, consider who could take on those responsibilities and get them training so they can interpret the data you need to start micro target customers better.Machine Learning and AIPart of what your company and data scientist should be looking at is new tech to help process the volume of information available through big data and related details. This new technology is still being developed in some cases, but if you don’t have it working for your brand already, start building a solid focus on targeting, marketing, and data revolution. Recruit tech experts as needed or look for consultants to help every step of transition.Mobile MarketingIf 2017 proved anything, it’s that people are becoming more likely to purchase online rather than going to a brick and mortar location. A huge portion of that online viewing is done from mobile phones and tablets/pads – some studies show that as much as 70% of media is found and read on a mobile device. That means, if you haven’t done so already, you need to build a mobile-friendly online presence because everyone expects those levels to keep rising for the next several years at least.But being mobile-friendly is more than just making sure your content is easily read on a smartphone, it also includes the need to understand how you should best deliver your brand content, which platforms work best for your customers, which engage new target audience members better, the times that work best and how to engage them easier.It’s time to get your social media marketing and content plans in place for the coming year. Ronn Torossian is the Founder and CEO of the New York based public relations firm 5WPR: one of the 20 largest PR Firms in the United States.

Posted on: 3 January 2018 | 9:31 am