News and Updates from 5WPR CEO Ronn Torossian

Category: Ronn Torossian

Executives and CEOs Should Be Current on Media Training

Executives and CEOs Should Be Current on Media TrainingOh yes, we can hear it, the objections, the comments such as, I’m not the company spokesperson or I don’t talk with the media, why should I spend my time and resources for media training – I’ve got a stack of things I need to do before something like that happens.

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Why Justin Timberlake Offered a Public Apology

Why Justin Timberlake Offered a Public Apology

These days it seems like every celebrity with a Twitter account learns the hard way just what “mob mentality” means. One errant or even presumed errant 140 character missive and it feels like the collective world has lost its mind in their hurry to grab their digital pitchforks and torches. The latest victim singed by this groupthink gone haywire—Justin Timberlake.

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How Rio Should Prepare If the Olympics Flop

How Rio Should Prepare If the Olympics Flop

With the Summer Olympics only about a month away on August 5th, Rio de Janeiro faces some almost insurmountable issues that need to be resolved in that short period of time. And that may not be possible. So, what should the Brazilian government and the 2016 Olympic Committee do to keep the games as smooth as they can be even if many problems go unresolved?

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Dunkin Donuts App Launches Mobile Ordering

Dunkin Donuts App Launches Mobile Ordering

There was a point not that long ago when having an app was a luxury or an oddity. Now, pretty much anyone and everyone seems to have one. Some, like the incredible Girl Scout cookie locator, are very useful. Others seem to major on aggravation and minor in taking up space on your phone. But the Girl Scouts are not the only brand trying to help you get your sugar fix. Enter Dunkin’ Donuts.

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Responding to Viral Customers to Benefit your Brand

viral

Today, customers have a stronger voice than ever thanks to the rise of social media. As more and more people adopt smartphones and grow accustomed to an always-connected lifestyle, responding quickly to consumers is critical for delivering exceptional customer care.

Consumers are getting tired of shopping the old-fashioned way, with more customers opting to buy things online than in-store. But, that’s not the only thing they’re doing more of online. Given the hectic pace of modern day life, consumers have had to adjust to new constraints on their time.

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What the Tunsil Gasmask Disaster Teaches Us about Crisis PR

Laremy Tunsil

Laremy Tunsil’s NFL draft night turned from celebration to horror, after a post on his Twitter page created a disaster. The mysterious post appeared just minutes before the draft began and showed Tunsil smoking marijuana through a gas mask. He then removed the mask, revealing his identity.

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Frozen Food Recall Creates Consumer PR Problems

Frozen berries with frost

Listeria. Ask most folks what it is and what it does, and they would have a hard time explaining it. But ask them if they want it in their food, and they know full well it’s very bad. Just the mention of the word leads consumers to stop buying, much less consuming certain products. Now the outbreak scare extends to frozen food, some bought as far back as 2014.

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LinkedIn still trying to find itself

linkedin ronn torossian 5wpr ceo

Social media is now an incessant part of life for billions of humans across the globe. They use Facebook to connect with friends, Twitter to express opinions, Snapchat and Instagram and others to share life. Millions also have LinkedIn accounts. Now, all together, what’s the purpose of LinkedIn? Yep, it’s “good for business”.

Years after it debuted, LinkedIn has developed a strong brand, but it has failed to develop on that core idea that LinkedIn is good for business. People use it, sort of, but not with nearly the ubiquitous constancy of Facebook or Twitter. Simply put, while LinkedIn knows what it’s for, it has failed to communicate what to do with it. People connect … and then what?

That’s a key reason why media reports indicate LinkedIn stock is dropping – 44% in February after subpar quarterly earnings. When you suffer a fall that steep and that deep, something is very wrong at the core of what you’re doing. You can’t blame “nearly half” on outside factors or competition.

One-fifth of LinkedIn profits come from marketing, including about 10 percent from sponsored updates, one area that actually grew over the last quarter. That, at least, is good news for LinkedIn. If what they’re dealing with is a major cashflow shift, there’s a strong potential upside. But, if people are just not using the app like they could, there’s more to the story that can’t be ignored.

For most people using , the updates and push notifications have created a “need” to check and tweet and post and interact. On LinkedIn the audience only goes when they feel the need to, so there’s much less interaction … thus much less potential for audience participation with sponsored ads.

In a conversation with Business Insider, Henry Clifford-Jones, director of LinkedIn Marketing in Spain, Germany, and the UK, said: “We see a huge opportunity for more brands to harness Sponsored Updates on LinkedIn to target their audiences with useful content at the right time to the right audience.”

Opportunity may be exactly the right word. Because they aren’t seeing actuality. People just aren’t using LinkedIn as they are other platforms. The brand hasn’t found a way to be sticky enough to grab people and keep people. It doesn’t matter how impactful and targeted your marketing wants to be or could be if no one is listening.

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Arizona DOC investigation leads to firings

Arizona DOC

It’s been a bad month for the Arizona state Department of Corrections. According to the Associated Press, separate investigations into two inmate suicides at Arizona prisons have led to the firing of 13 corrections officers and sergeants. Six others have been “disciplined”. That’s a whole lot of fallout … but why?

According to information that is still coming out, various correctional officers and other employees failed to conduct security checks and perform other duties. Neglect, ethics violations, and duty failures were also reported. But it gets worse, reports have also surfaced that records were falsified, and misconduct was either not reported or investigated.

From a PR perspective, while this case involves specific employees of a specific prison system, it reflects poorly on the entire Arizona DOC and the state as a whole. That creates a widespread and nuanced crisis across multiple departments. Heads will roll, and that’s just the beginning.

In any situation like this, the general public will demand accountability. That may or may not stop with the firings and discipline of the various DOC officers and employees. It might extend to elected or appointed officials further up the food chain. That is if this issue continues to stay in the headlines for extended periods.

On a national scale, the state and those in danger are benefitting from a hotly contested presidential election stealing most, if not all, of the airtime and column inches. However, at a local and state level, the problems are just beginning. Everyone from activist groups to prison reform organizations will look at this case as a touchstone, an opportunity to drum up support for their cause.

This sort of multilayered administrative failure can be a very attractive situation for those seeking to advance various agendas critical of both the police in general and the prison system in particular. When people are dead, and officers apparently created a situation that allows it, the environment is ripe for hyperbole and broad brush statements.

State, local, and law enforcement PR specialists must understand this and act quickly, or they risk losing control of this narrative and becoming the go-to example of every problem or issue these systems face.

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