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5W Public Relations
Company typePrivate
IndustryPublic relations
FoundedNew York City, U.S. (2003 (2003))
FounderRonn Torossian
Headquarters
New York City, New York
,
U.S.
Number of locations
New York City and Los Angeles
Area served
North America, Europe, Middle East
Key people
Ronn Torossian (Founder)
Adam J. Handelsman (Executive Vice President and partner)
ProductsConsumer, crisis, celebrity, corporate communications, government and public affairs, fashion
ServicesPublicity, brand-building and marketing
RevenueUS$11,500,000 (2007), Increase 24.3% from 2006
Number of employees
90 (2008)
Website5WPR.com

5W Public Relations, also known as 5WPR, is an American public relations firm founded in 2003 by Ronn Torossian. Beginning inside a Manhattan-based travel agency with three clients and two employees, the company has since grown to roughly 90 employees and a second office in Los Angeles.[1] O'Dwyer's, a PR industry trade publication, reported 2007 billings exceeded US$11.5 million,[2] and ranked the firm first among firms specializing in professional services,[3] and seventh in entertainment and cultural PR.[4] The company was listed on the 2007[5] and 2008[6] Inc lists of fastest growing companies.

History

The company was founded in 2003 by Ronn Torossian. Its first office was a one-room shack on top of a Midtown office building with one phone and an unpaid intern.[7] The company was named after the Five Ws of journalism: who, what, where, when and why.[8] Handelsman Public Relations was acquired in June of 2004. Adam Handelsman, who became the executive vice president and general manager of 5W, also became a partner of the company in 2008.[9] Handelsman is on the Board of Directors of the Public Relations Society of America's New York chapter.[9]

SMS Public Relations was acquired in 2004, and that year Hill & Knowlton veteran Stephen Schechter joined as a vice president.[10]

From its inception, 5W had a reputation for risk-taking; in 2004, Peter Holmes of industry research letter The Holmes Report, called the agency "bold, brash, and occasionally even uncouth".[10]

The agency grossed $3 million in 2004.[7] In 2007 Jack O'Dwyer's industry newsletter ranked 5W at No. 22 out of 140 indie firms surveyed when 2006 billings grew 85%.[8] According to the firm, as of November 2008 it has roughly 70 employees in New York City and 20 based in Los Angeles, and there are plans to expand with an office in Miami.[11]

Clients

The company's roster of clients has been described as unusual,[12] eclectic,[8] and cross-cultural.[13] The firm's focus is on consumer, corporate and technology,[8] however, it has represented a wide range of clients, including celebrities, hip-hop artists, professional athletes,[14] and a number of Israeli groups and politicians.[13]

Celebrity

The firm represents a wide range of celebrities, with a particular focus on hip hop artists. One of its initial clients included rapper and entrepreneur Sean Combs and his Bad Boy Worldwide Entertainment company.[15] It is known as Ice Cube's PR firm and it has worked with rapper Snoop Dogg.[16][8] Singer Lil' Kim retained the firm before her perjury trial in 2004 to make-over her image, work on her product line and to handle her media communications.[17][18] The company represented the singer throughout her conviction and prison stay, and in recent news involving a woman's murder at a club where Lil' Kim had a birthday party.[19]

The agency's heavy involvement in the Sundance Film Festival is emblematic of the publicity bonanza surrounding the independent film event in Park City, Utah.[20] In addition to parties, a "gifting" suite, and a benefit poker tournament, its Sundance Escape Mansion promoted clients like Butter restaurants, clothier Rocawear, actor Nick Cannon and Lifestyles Condoms, and was heavily trafficked by celebrities.[21][20]

Corporate and consumer

The firm garnered widespread coverage of client Belly Maternity's clothing after it orchestrated one of its shirts to be flown to Africa to be worn by Shiloh Nouvel Jolie-Pitt, which made the shirt famous after People magazine put the newborn wearing it on the cover.[22][23] Inc. magazine mentioned the feat in its ranking of 5W as one of the 500 fastsest growing companies in the United States.[8][24]

Other corporate clients have included Evian North America, which has publicly praised the agency's work; McDonald's Corporation; Coca-Cola Company; and Lifestyles Condoms, amongst others.[8][25] Jameel Spencer, former CEO of Bad Boy Entertainment-affiliated Blue Flame Marketing and Advertising, credited 5W with raising the status of Sean "P. Diddy" Combs' business brands.[26]

The firm does extensive crisis work, and Torossian was quoted extensively by the media in February 2009 regarding a Georgia nonprofit, Angel Food Ministries, that sells an estimated $100 million of food yearly to the needy, and was raided by the FBI. Torossian cited the organization's cooperation with authorities. Concerns exist that a significant source of food for the needy will dry up if legal problems force the organization of our business. As of February 2009, Torossian stated this week's raid by federal authorities will not disrupt food distribution. [27] [28]

Agriprocessors, a kosher meat processing company that went bankrupt after a federal investigation into worker abuse and hiring illegal immigrants, was also a 5W client. A former employee of the firm was accused of fradulent postings in the name of a Rabbi opposed to Agroprocessors. Torossian ultimately issued a statement saying that the firm's "IT department investigated accusations which we have now learned to be true," and that "A senior staff member failed to be transparent in dealing with client matters."

Government, religious and public affairs

In 2004 the agency received its first government contract, for the Israeli Ministry of Tourism.[29] For client World Holocaust Forum it organized an international memorial service at Babi Yar, the site of a Nazi massacre in the Ukraine.[30] On the first day of the 2006 Lebanon War, 5W placed Yechiel Eckstein, president of client International Fellowship of Christians and Jews, on CNN and other media.[30]

The agency worked on U.S. Representative Yvette D. Clarke's 2006 campaign, with campaign manager John Flateau stating they "did good work".[31] It provides communications for Media Watch International, a group dedicated to "advancing Israel's image."[32] It represented pastor John Hagee after he gave a controversial sermon stating that Adolf Hitler and the Holocaust was fulfilling God's will for a state of Israel.[33]

Recognition

  • Boutique Agency of the Year, 2005 [10]

References

  1. ^ Samarjian, Natalie (June 26 2004). "Torossian Taking the PR World by Storm". The Armenian Reporter. {{cite news}}: Check date values in: |date= (help); Italic or bold markup not allowed in: |publisher= (help)
  2. ^ "PR Firm Rankings - Independent PR Firms". O'Dwyer's PR Report. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  3. ^ "PR Firm Rankings - Professional Services PR Firms". O'Dwyer's PR Report. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  4. ^ "PR Firm Rankings - Entertainment/Cultural PR Firms". O'Dwyer's PR Report. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  5. ^ "No. 153 5W Public Relations". Inc. 2007. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  6. ^ http://www.inc.com/inc5000/2008/company-profile.html?id=200812370
  7. ^ a b Brash P.R. Guy Grabs Clients, Ink, Steve Kurtz, New York Times, February 20, 2005; Accessed November 26, 2008.
  8. ^ a b c d e f g The Bad Boy of Buzz and His PR Problem, Diane Brady, Businessweek, November 12, 2007. Cite error: The named reference "BW" was defined multiple times with different content (see the help page).
  9. ^ a b Adam Handelsman Named Parter of 5W Public Relations, March 4, 2008 press release via Reuters.com.
  10. ^ a b c 5W Public Relations, profile in 2005 client guide. Cite error: The named reference "Holmes" was defined multiple times with different content (see the help page).
  11. ^ Speedy Torossian, Avihu Kadosh, Atmosphere, November 2008; accessed November 26, 2008 via 5wpr.net.
  12. ^ Inc. 5000 2008 Company Profile
  13. ^ a b Popper, Nathaniel (2008-07-11). "Flacks for Agriprocessors Admit Online Impersonation of Meat Company's Critics". Forward. {{cite news}}: Check date values in: |date= (help); Italic or bold markup not allowed in: |publisher= (help); Unknown parameter |coauthors= ignored (|author= suggested) (help)
  14. ^ http://online.wsj.com/article/SB120164887942126781.html
  15. ^ Popper, Nathaniel (2004-02-04). "Publicist Scores With Rappers, Right-wing Politicians". The Jewish Daily Forward. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  16. ^ Ice Cube's PR firm opens Israel office, YNetNews.com, August 6, 2006.
  17. ^ Lil Kim Seeks Image Makeover Before Trial, Rapdirt.com
  18. ^ Lil' Kim's Brand Expands: Bags, Clothing And Perfume To Join Watch Line, Alyssa Rashbaum, MTV, August 11, 2004.
  19. ^ Body Found at NYC Club That Hosted Lil' Kim Party, Associated Press via ABCNews.com, August 7, 2008
  20. ^ a b Dispatches from Sundance; 5WPR's Escape Mansion, Media Bistro's PRNewser blog, January 20, 2008.
  21. ^ Sienna & Josh's Threesome with Diddy, People Magazine, January 22, 2007.
  22. ^ Shiloh Makes Money for Ronn [sic Torossian], Gawker, June 9, 2006.
  23. ^ The T-shirts that Shiloh made famous, William Keck, USA Today, June 13, 2006; accessed November 27, 2008.
  24. ^ Inc. 5000 Fastest Growing Companies in America profile of 5W, ranked No. 153 in 2007 survey; accessed November 25. 2008
  25. ^ McDonald's Case Study via 5WPR.net.
  26. ^ Famous Publicists: Self-promoting publicists and clients who love them, Hamilton Nolan, PRWeek, March 14, 2005.
  27. ^ http://www.ajc.com/metro/content/metro/stories/2009/02/12/angel_food_fbi.html
  28. ^ http://www.onlineathens.com/stories/021409/new_387766337.shtml
  29. ^ 5W Company History
  30. ^ a b 5W announces London, Tel Aviv offices; hires Charley Levine, Keith O'Brien, PRWeek, July 31, 2006.
  31. ^ Ronn Torossian Makes More Money, Elizabeth Benjamin, New York Daily News blog The Daily Politics, August 24, 2006.
  32. ^ About Media Watch
  33. ^ Unapologetic Hagee Says Hitler Statement Was "Mischaracterized", Sam Stein, Huffington Post, May 22, 2008.
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