|October 9, 2007|
|Torossian Beckons Unhappy Campers; Hones Knack at Getting under Skin of Big PR.|
|By Kevin McCauley|
|5W Public Relations CEO Ronn Torossian believes the reason his firm has been the fastest-growing shop in the annual O’Dwyer’s rankings for the past three years is because it is staffed with “A-plus personalities” that practice a “BS-free approach” to PR. |
Amen to that. This blogger knows Ronn’s work, and can second the notion that he is second to none when it comes to “in your face PR.”
Torossian’s aggressiveness however has created a backlash among a legion of PR people who are not exactly members of his fan club.
Does Ronn raise the blood pressure of some PR people because of his firm’s work for former jailbird Lil’ Kim and Lifestyle Condoms?
Is it due to the ability of 5W to grab work from “more respectable clients” such as Evian Natural Spring Water, Anheuser Busch and the Ice Rink at Rockefeller Center.
Does Ronn’s self-promotion rankle?
Could it be a dose of professional jealousy?
Is it all of the above?
Whatever the reason, Ronn has now upped the ante with his just-announced plan to offer a $1,000 bounty to any PR firm staffer who refers a friend to 5W. Ronn knows the market is “hot” for top-notch PR people.
He told O’Dwyer’s there are a “lot of unhappy agency employees out there” toiling at firms owned by stuffy ad conglomerates.
Torossian says he has received 13 email leads within the first 24 hours that his “confidential anonymous bonus referral program” has been in place.
We can’t wait to report on those new hires, and ask them about life at 5W.
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