Sunday, December 30, 2012

Prime Minister Netanyahu & Singer Sarit Hadad

At 5WPR we have worked on many worldwide political campaigns – From Serbia to Albania, Ukraine to Kazakhstan there are certainly entertaining moments in any political campaign.

No different was the official Likud campaign launch conference for the upcoming Israeli elections.   After Prime Minister Netanyahu finished his speech, Israeli pop star Sarit Hadad appeared and sang her hit song “Atah Totach.”

The song translated as: “You are awesome / No one can top you / you are the greatest of them all” was sung with Avigdor Lieberman and other Israeli leaders in the front row.  Certainly something which would only be seen during an election campaign.

Sarit Hadad is one of the most famous Israeli pop singers – she’s Moroccan and Tunisian and performs regularly including in the USA.

Prime Minister Benjamin Netanyahu didn’t seem entirely comfortable – but perhaps it’s better than kissing random babies.

Ronn Torossian is CEO of 5WPR, and Author of “For Immediate Release.”


Tuesday, December 25, 2012

Naftali Bennett, Likud & Jabotinsky

As a follower of Ze’ev Jabotinsky, many fine members of the Likud/ Yisrael Beytenu have to be dismayed at the ongoing attacks by Netanyahu & Likud against Naftali Bennett, the Chairman of the Jewish Home party, which is projected to be the third largest party in the upcoming Israeli elections.

Take for example, the words of the fine, ideological man, Energy and Water Minister Uzi Landau who has now rejoined the Likud as a result of the merger of his party Yisrael Beytenu, chaired by Avigdor Lieberman.

As Landau said: “I have been always a member of Herut and Likud, which derives its inspiration from [Ze’ev] Jabotinsky, [Menachem] Begin and [Yitzhak] Shamir. When I talk about the National Camp, I like to use the analogy of a single apartment building – moving from Likud to Yisrael Beytenu I merely moved within the same camp, or just a different apartment within the same building. With this joint list we are strengthening the building and strengthening the National Camp.”

As Ronn Torossian asked in Times of Israel, where would Jabotinsky today stand in Israeli politics? Read more at:


Friday, December 21, 2012

Shame on Yeshiva University Silence on Norman Lamm: The Jewish Joe Paterno?

I, Ronn Torossian, am simply in shock that no one in the community has spoken out about the Joe Paterno of the Jewish community, Rabbi Norman Lamm. Yes, I know Lamm is someone who has done so much for the Jewish community – but he has admitted that he was aware of sexual misconduct of staffers and did nothing about it.

He didn’t report it to the authorities – and allowed the teachers to teach children (pass the buck).  Is this not the same (or worse) than what made Penn State fire Joe Paterno?

Rabbi Norman Lamm, who was President of YU at the time of these incidents (and is now Chancellor), said “This was before things of this sort had attained a certain notoriety.”Rabbi:  Get your head out of the chumash – child molestation has always “had certain notoriety.” And you educate Jewish youth?

Fire Norman Lamm now.  Jewish community step up and demand that anyone who turns a blind eye to molesters is fired. Where are you?


Tuesday, December 18, 2012

Israel-Basher/Iran Apologist Hagel May Become Defense Sec.

Credible and widespread reports that former Senator Chuck Hagel (R-NE) is likely to be nominated by President Barak Obama for Secretary of Defense has rightly shocked Israel’s supporters and those who want to prevent Iran obtaining a nuclear weapons capacity. Little wonder: Hagel has accrued a record on Capitol Hill as an apologist for Iran and anti-Israel terrorist groups and for relentless hostility to Israel.

In October 2000, when Yasser Arafat’s Palestinian Authority (PA) launched a terror war against Israel after rejecting without counter-offer a plan for Palestinian statehood accepted by Israel, Hagel was one of only four senators who refused to sign a Senate letter in support of Israel.

In July 2001, Hagel was in a minority of only two senators to vote against extending the original Iran-Libya sanctions bill, designed to deny both regimes revenues that would assist their weapons of mass destruction programs.

In November 2001, Hagel was one of only 11 senators who refused to sign a letter urging President George W. Bush not to meet with Yasser Arafat until his forces ended terrorist violence against Israel.

In April 2002, Hagel was one of only 10 senators to oppose banning the the import to America of Iraqi oil until Iraq stopped compensating the families of Palestinian suicide bombers. In November 2003, he failed to vote on the Syria Accountability Act (passed by 89 to 4) imposing sanctions on Syria for its support of terrorism and occupation of Lebanon. In June 2004, Hagel refused to sign a letter urging Bush to highlight Iran’s nuclear program at the G-8 summit.

In July 2006, at the outbreak of the Lebanon war, Hagel argued against giving Israel the time to break Hizballah, urging instead an immediate ceasefire. The following month, he was one of only 12 Senators who refused to formally call upon the European Union to declare Hizballah a terrorist organization. The same year, he gave an interview to former Middle East negotiator,  Aaron David Miller, which appeared in Miller’s 2008 book, The Much Too Promised Land, in which he said that “the Jewish lobby intimidates a lot of people” on Capitol Hill.

In 2007, Hagel declined to support the bipartisan Iran Counter Proliferation Act aimed at targeting governments and businesses that assist Iran’s nuclear program. The following year, a congressional aide told the Huffington Post that Hagel was he was “solely responsible” for blocking an Iran sanctions bill.

In 2009, Hagel signed a letter urging President Obama to begin direct negotiations with Hamas, a U.S. designated terrorist group committed in its Charter to the destruction of Israel and the murder of Jews. Just last week, the Atlantic Council, which Hagel chairs, published an article entitled ‘Israel’s Apartheid Policy,’ equating Israel with South Africa’s historic racist policy. Hagel also serves on the board of directors of Deutsche Bank, which is currently under probe in Washington for possible violations of sanctions Hagel opposed as senator.

Even staunch Democrats and supporters of Obama and his Middle East policies are alarmed by Hagel. Former New York City Democratic mayor Ed Koch said last week that Hagel, “would be a terrible appointment … most of the Jewish leaders who have expressed themselves [think likewise and would indicate] that President Obama is seeking to put space between Israel and his administration.”

In 2007, when Hagel was considering a presidential bid, even the National Jewish Democratic Council (NJDC) said that Hagel “has a lot of questions to answer about his commitment to Israel.” And though silent now, despite requests for comment on a Hagel nomination, former NJDC executive director, Ira Forman, who headed Obama’s reelection campaign’s outreach to Jewish voters, said in 2009 – after Hagel was named co-chairman of the President’s Foreign Intelligence Advisory Board – that “If [Hagel] was taking a policy role, we’d have real concerns” and that the NJDC would oppose his nomination.

If Hagel becomes Defense Secretary it will prove to be dangerous for the interests of both the U.S. and Israel.

Morton A. Klein is National President of the Zionist Organization of American and Dr. Daniel Mandel is Director of the ZOA’s Center Middle East Policy and author of H.V. Evatt & the Establishment of Israel (2004). Members of ZOA include Sheldon Adelson, Ronn Torossian and Cherna Moskowitz.


Sunday, December 16, 2012

Newest Israel Hasbara Stories

Some interesting new Israel hasbara stories:

n  New Public Relations opportunities with “The Israel Forever Foundation”, where one can help strengthen the connection to Israel, via outreach, publicity and other programs.  It’s a local and global initiative. More information is available at:

n  Most recent polls in Israeli politics show that national religious party Habayit Hayehudi and their leader Naftali Bennett may be the 2nd or 3rd largest political party in upcoming elections.  Bennett and his team are doing very smart things online – asking supporters to post suggestions in text, photo or video suggestions for the party’s campaign, answering the question: What does Habayit Hayehudi (the Jewish Home) mean to you?  Bennett said: “Taking pictures with babies isn’t my thing, and I don’t have a fancy office with a flag and a big library behind me.”

n  Reality TV star Alana “Honey Boo Boo” Thompson of TLC “Here Comes Honey Boo Boo” posted a picture of herself with a letter from an Israeli fan and an inflatable Israeli flag and posted it on her digital media accounts.

Ronn Torossian is an entrepreneur and author.


Wednesday, December 12, 2012

Is The Wanted using celeb groupie Lindsay Lohan to up their visibility in the U.S.?

You might think Lindsay Lohan is using the U.K. boy band The Wanted to take her mind off her problems, and get her out of the country, while they're at it. The troubled star had been hanging out with the band's singer Max George for the past few weeks, before up and getting on a plane with the band and flying to London this past weekend.

But some PR pros tell FOX411's Pop Tarts column that it may be The Wanted who is using one of America's most wanted, with the group using the publicity magnet Lohan to up their street cred in the U.S.

Across the pond, The Wanted have been prompting tweens to scream and sob since their self-titled album debuted two years ago, but in the U.S., the band is only just finding its footing. And until they were linked to Lohan's latest late-night club crisis, many here had never heard of them.

It all started when Lohan, 26, allegedly got herself into a physical altercation with a fellow patron around 4:00 am at a nightclub on Nov. 29 after she thought she was getting too close to George, 24. Earlier that evening, Lohan had watched The Wanted open for Justin Bieber in New York City.

Lohan was arrested for assault, and after being released from jail, has rarely left the band's side, behaving more like a rock groupie then an actress with several criminal charges and big tax problems hanging over her head.

A prominent industry insider told us that Scooter Braun, The Wanted’s manager, is typically pretty “cagey” and knew Lohan long before The Wanted surfaced on the scene.

“Lindsay and Max could have met through overlapping social circles, but the bar fight and such could be totally staged, or perhaps even manipulated without her knowledge,” the source speculated. “If that's the case, a savvy manger could make the most of it, and it would look like what we see now: Lohan's a groupie."

The band has not been reticent in talking about their newest fan to the press, either.

“She can party, like, nearly as hard as we can. We had a big night on The Box where Ed Sheeran (fellow English singer) came with us and a few of our mates as well,” George enthused to reporters at Z100’s Jingle Ball in New York last Friday, while band mate Siva Kaneswaren chimed in that “she’s nice to have around.”

The band also discussed the night Lohan allegedly struck the clubgoer, calling it “a blur” before referring to the actress as a “sweetheart.” And during an interview on New York radio station Z100, George again remarked, “I think we’ve proved to ourselves, if we can stay out of trouble and keep her (Lohan) out of trouble this week, then we’re obviously outstanding citizens of the community, and we’ve managed to do both, so I’m quite proud of that.”

This week, Lohan was snapped strategically stroking George’s knee, hugging him, strolling alongside the band, and another member, Jay McGuiness, has been spotted donning a “Free Lindsay” shirt following her nightclub arrest.

“There are a lot of acts that occupy an aesthetic space similar to The Wanted. As far as resorting to her, I've heard that any press is good press... And you don't just need a starlet, you need a mess,” remarked Jed Smith of Beta Fish Music. “The paparazzi may seek out notable faces, but they froth at one that might embarrass herself or give them a before picture when she might catch a DUI, or get in a fight, or invoke some fresh PR hell. Rolling to a spot with Lohan guarantees a lot of shots and a lot of coverage, right?”

However, Lohan may want to caution herself before she falls too head-over-heels for the pop prince.

"I do think there is sometimes value in unknowns attaching to larger brands even if they are somewhat tainted. Clearly The Wanted can attract media attention via a connection to Lindsay Lohan,” noted Ronn Torossian, President & CEO of 5W Public Relations. “Lohan doesn't gain much, but she may be so far gone she may be oblivious to the whole thing. Lohan may not even realize the degree to which she is being used."

According to public relations expert  Lisa Elia, the added attention might be a two-way street.

“The bright light of the media that Lindsay Lohan is bringing to The Wanted should help them become more known to people who would not necessarily have known about them previously. With all the Lindsay Lohan attention around them, people will become curious about who they are. Undoubtedly, more people will then be curious enough to listen to their music, some people will buy it, and some people will develop crushes on the handsome Max George,” she said. “The way that Max George and The Wanted are positioning their relationship (and Max' relationship) with Lindsay, it appears to be casual. If anything, Max and the group seem to try to provide a stabilizing force in Lindsay's life.”

And let’s not forget that a few years ago, Lohan attempted her own bubblegum pop career – releasing club-popular singles such as “Confessions of a Broken Heart (Daughter to Father)” and “Bossy.” Coincidentally, or perhaps not-so-coincidentally, the music video released in 2006 for the Lindsay hit “Rumors” (not to be confused with the classic Fleetwood Mac album) featured a model with a striking resemblance to current squeeze George. And yes, they too got it on in a club setting.

Life imitating art?

Reps for Lohan and The Wanted did not respond to a request for comment.


Monday, December 10, 2012

Ze’ev Jabotinsky

I, Ronn Torossian was educated in the Betar youth movement of Ze’ev Jabotinsky and it is just great to see his influence continue on Jewish and Israeli life.

“It seems that the Zionist feuilletons of Zev Jabotinsky, on which so many were brought up at the beginning of this century, continue to influence and guide others.” Menachem Begin, “The 1972 Jabotinsky Ferment Among the Jews of Russia.”And today, in the Israeli government, Ze’ev Jabotinsky a great Zionist prophet who died in 1940 continues to have many followers in the halls of power in Israel.  The man founded the Betar youth movement and his thoughts  continue to have such a role in Israeli public life.

In some of his writing he stressed that  “..the Zionists wanted “civilized public opinion to know that our cause is just and that our opponents are in the wrong.” Jabotinsky noted that there were two compelling aspects to the Zionist problem: Jabotinsky was firmly convinced of the moral justness of Zionism, Jabotinsky noted the Jewish claim to Palestine while historic, was not based solely on historic rights, which he argued were only valid when supported by actual necessity. “When this is the case, the historic right becomes at once a factor of supreme magnitude; and there is no more striking example of historic connection between a race that lost its land and a country severed from its people than the connection between Israel and Palestine.” He believed (in the 1920’s and 1930’s) that this connection “was recognized by the conscience of all the civilized peoples of the world and was one of the most widely known facts of history.”

Ze’ev Jabotinsky spoke constantly of Jewish pride – as was reflected in the Betar anthem: “

Even in distress the Jew is a prince. No matter if a slave or a tramp, You were created son of kings, Crowned with the diadem of David…”

And in a rarity of his day, he was a proud capitalist – “[T]he first consequence of ‘every man a king’ is, obviously, universal equality, and the second consequence [is] individual liberty.” “In every-man’s life and activity—in his individual ‘kingdom’—as much as possible should be left outside of the state’s interference; the best rule would be that as long as one ‘king’ does not encroach upon his neighbour’s ‘sovereignty’, he should be left alone; if that is really impossible, for there unfortunately are dangers without and needs within which compel a collective effort, let it be strictly limited to the really inevitable minimum.”

He often said “Silence is Despicable” and spoke of the need to speak truth to power, which is why today people shouldn’t be afraid if condemned for the right reason.“You have enemies? Good. That means you’ve stood up for something, sometime in your life.” -Winston Churchill.

Ronn Torossian is an entrepreneur, author and philanthropist.


Thursday, December 6, 2012

5WPR: The Power Of Food Marketing

Owning 5WPR, a PR firm daily I get different messages about effective marketing tactics to generate media attention or capture consumer awareness.  It’s a more crowded market than ever before and diversity is very needed.

A note today I received from The Connect Group caught me as different – the power of culinary marketing.  As I was told today: “Most often Sports and Entertainment (music) are seen as the main tent poles to reach consumers, but it is my belief that Culinary is a third viable alternative and powerful option. Pay attention to your daily activities. How often is food a part of your conversation or conscious thought each day? Maybe a meal you had last night, figuring out where you are going to eat for lunch, where you are eating during your next business trip or what you are picking up for food on the way home for the family. The point is, its not a trend, it’s a cultural shift…”

Food, restaurants and chefs has become a bit of an obsession in popular culture, as evident by the explosion of cooking/food-related television shows, food blogs, dinner events, celebrity chef products/endorsements, food trucks, cooking magazines, cookbooks, products and Food & Wine related events.

And some stats which further validated the point:

•Restaurant food sales in the U.S. have jumped from $379 billion in 2000 to $632 Billion in 2012 (was $42.8 B in 1970)

•50% of Americans watch TV shows about cooking very often or occasionally (Harris Poll, 2010)

•More than half (59%) of viewers say they made purchases as a result of something they’ve seen on a cooking show.

Ronn Torossian is an author & entrepreneur.


Wednesday, December 5, 2012

5WPR & Ronn Torossian on Internet Marketing

As CEO of 5WPR, a leading PR Agency I have recently started writing for Search Engine Journal, a leading online publication.  It is an enjoyable experience – as now, more than ever people are checking search engines before making decisions. has a monthly audience of more than 500,000, and they offer different content on marketing, with exclusive op-eds, regular interviews and many other great things to help anyone better understand the ins and outs of online traffic.

Read my columns at

On an interesting note, I recently learned that Full Sail University has recently launched an Internet Marketing Master’s Degree Program.  By this degree people can learn how to develop a brand online – and learn the difference between Pay Per Click Campaigns, Organic Search Engine Optimization, Banner Advertising (and how to embed links), and many related fields.

Internet Marketing and driving traffic is the wave of the future – and certainly I’d expect to see many similar academic degrees in the area as its only going to grow as mobile marketing and other arenas continue to capture marketers (and consumers) attention.

Written by Ronn Torossian