Sunday, September 29, 2013

What Would Ze’ev Jabotinsky Do?

A 20-year old Israeli, Tomer Hazan was killed in a terrorist attack this weekend by a Palestinian restaurant worker – and secret “peace” talks continue? The terrorist had hoped to use the soldier’s body as leverage to pressure Israel to release his brother from prison. Perhaps if Israel had released more terrorists or given back land then Palestinian Arabs wouldn’t have killed this 20-year old Jew whose life was just beginning? Can anyone on Earth actually believe that? The truth is clear – as many politicians said it – As Avigdor Lieberman said President Mahmoud Abbas of the Palestinian Authority “has no desire or intention of peace with the people of Israel.” And yet, farcical peace talks continue.

And a few hours later, an Israeli soldier was killed by a Palestinian sniper in Hebron Sunday night, and Prime Minister Benjamin Netanyahu ordered the immediate resettlement of Beit Hamachpela, a building near the West Bank city’s Tomb of Patriarchs which was previously boarded up by the Defense Ministry. As Netanyahu said “Those who try to uproot us from Hebron, the city of our forefathers, will only achieve the opposite.” And that must be remembered.

While the portrait of Ze’ev Jabotinsky, the father of the Revisionist Zionist movement is always hung during Likud conferences, one wonders in times like these, what would Jabotinsky say? Ze’ev Jabotinsky the Jewish prophet would remind Israel’s leaders that during two thousand years of exile, the Jewish nation lost the habit of concentrating its willpower on an all important task, lost the habit of acting in unison as a people, lost the ability to defend itself, armed in case of emergency, instead, the Jews became accustomed to weakness.

Jabotinsky’s words of many years ago are still relevant today: “We were not created in order to teach morals and manners to our enemies. Let them learn these things for themselves. We want to hit back at anybody who harms us. Whoever does not repay a blow by a blow is also incapable of repaying a good deed in kind.” “The Latin proverb says “of two evils choose the lesser.” When we are in a position where – through no fault of our own – physical force dominates, only one question can be asked: what is worse? To continue watching Jews being killed and the conviction grows that our lives our cheap, and among the whole world that we are spineless?…the blackest of all characteristics is the tradition of the cheapness of Jewish blood, on the shedding of which there is no prohibition and for which you do not pay. The Jew “is everywhere in reach; he can be pointed out at any street corner; and he can be insulted or assaulted with only the minimum of risk, or with none at all. permanent assignment that is entrusted to each of us, old and young, men and women, educated and ignorant, as a group and as individuals; this assignment is the defense of our people’s honor. …”

“It is always aimed at us, and we must respond. We must end this abuse of ourselves, at all costs. And it is very easy. They spit in our faces without fear, ‘in passing’, for no reason – not because our insulters are blessed with courage and want to pick a fight with us, but because this pleasure is so cheap for them: they will spit at us and go on their way, and nothing will happen. We must accustom them to the thought that from now on this pleasure will come at a hefty cost. A new commandment must enter our hearts: that even where there is only one Jew, the word ‘Zhid’ must not be heard without response.

Wise people will come and try to dissuade us – But it is not our purpose to win in every single incident. Our objective – to create about us the belief that a slur on our national feelings is no longer what it once was, a small diversion free of cost – but will rather, with an absolute certainty and a mathematical precision, result in a sharp and unpleasant confrontation.”

Action and words matter. Revenge is a Jewish concept, and a price must be paid for the Jews who were killed. Ze’ev Jabotinsky would say “Silence is Despicable!” – let the world know Israel will not compromise on the right to live.

Ronn Torossian is a NY-based entrepreneur, author and philanthropist.


Wednesday, September 25, 2013

Beauty PR Agency 5WPR Adds to Client Roster

5W Public Relations, one of the 25 largest independent public relations firms in the U.S. and American Business Awards' 2013 PR Agency of the Year, today announced the addition of to its diverse roster of beauty clients. was launched in 1997 and was created to provide the public with access to the largest inventory of genuine, designer brand name fragrances, skincare, haircare, makeup, candles and aromatherapy products at the lowest possible prices. As a leading online retailer, carries over 16,000 genuine designer brand name beauty products. Their success is attributable to their vast selection of beauty products and their award winning customer service that works hard to please their customers by ensuring a secure and satisfying shopping experience.

"Over the past 16 years we have grown by concentrating on increasing our vast selection of designer beauty products at the lowest possible prices.   Our number one priority is to take care of our loyal and growing customer base," said Jason Apfel, President and CEO of, Inc. "Since the website's inception, the evolution of the brand is notable," shared Apfel. continues to be a recognized leader in the online beauty retail industry with over 15 million visitors annually and the recipient of top industry accolades including: BizRate's Circle of Excellence Award, Internet Retailer's Top 500 E-Retailers and Top 10 Most Visited Beauty Sites by Women's Wear Daily. corporate headquarters are located in Deer Park, NY and shipments are sent worldwide.

"We are honored and excited to be working with," said Ronn Torossian, Founder and CEO of 5W Public Relations. " is already a progressive leader in the e-commerce business, and we are confident that we will raise's brand visibility in the competitive U.S. beauty marketplace. We look forward to bringing this e-commerce business to the next level."

About 5W Public Relations 5W Public Relations ( is a full-service agency known for cutting-edge programs that engage with businesses, issues and ideas. With more than 100 professionals serving clients in B2C (Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and digital strategy, 5W brings leading businesses a resourceful, bold and results-driven approach to communications.

About Founded in 1997, is the leading online retailer of discounted genuine designer brand name fragrances and beauty products.  With more than 16,000 items, carries fragrances, skincare, haircare, makeup, candles and aromatherapy products at discounts up to 70 percent off department store prices. Brands include: Dolce & Gabbana, Ralph Lauren, Cool Water, Obsession, Giorgio Armani, Versace, Escape, Gucci, Angel, Burberry, Eternity, Polo, and White Diamonds, among others. offers free U.S. shipping with a minimum order and a gift-wrapping service starting at $3.99.

Contact: Ronn Torossian, 5W Public Relations, 212-999-5585,

SOURCE 5W Public Relations

Sunday, September 22, 2013

Israel Public Relations Quotes

As one who makes a living owning a PR Agency, there are so many challenges for Israel’s PR. It can be changed – and there are many worthwhile people working to improve Brand Israel.

Some interesting and relevant quotes on the topic:

  • “Israel’s brand image does not serve its interests right now.” Ido Aharoni
  • “Country positioning is mistakenly referred to sometimes as “nation branding.” Country positioning is what you do in order to improve the positioning of your place, of your country, as opposed to your competition.” Ido Aharoni
  • It’s a marketing nightmare, without a single gun being fired: Consistent appearances in the public arena reinforcing an overwhelmingly negative image.” Daniella Peled
  • “My objective is to sell Israel as a quality wine-producing country, a New World wine country in one of the oldest wine producing- areas on Earth.” Adam Montefiore
  • Americans “find Israel to be totally irrelevant to their lives and they are tuning out…particularly 18-34 year old males, the most significant target.” David Sable
  • “Israel is so much which PR doesn’t capture – the warm people, the gathering of the exiles, the great food, the home cooked mentality and so many other great things about the land of milk & honey. Now only if we can get CNN & the BBC to recognize it.” Ron Hershco
  • “Rebranding a country can take 20 years or more. It involves more than just generating more positive stories about Israel. The process has to be internalized and integrated, too. Israelis must share in and believe in what we promote.” David Saranga
  • “Israel decided to focus on public diplomacy, and to research the country’s values, personality and global potential. I was hired to bring it to life.” Gil Lavi
  • We know misperceptions of Israel are rampant in the media; ordinary citizens across the globe see Israel cast as yet another violent nation in a region steeped in unrest and war.”

Let’s hope with the Jewish New Year that the new beginning brings more positive media to Israel.

Ronn Torossian


Wednesday, September 18, 2013

5W Public Relations Expands Health & Wellness Practice, Adding Carrington Co., LLC to Client Roster

5W Public Relations, one of the 25 largest independent public relations firms in the U.S., today announced the addition of Carrington Co., LLC to its diverse roster of health and wellness clients.

Carrington Co., LLC – a company dedicated to providing the highest quality food products to consumers in search of a healthy lifestyle – is the maker of organic, non-genetically modified Milled Flax Seeds, Hemp, Chia, Organic Coconut Oils, and Organic Teas. With over fourteen years of history in the health-foods industry, Carrington has become recognized by both health-conscious consumers and retailers alike as the brand of choice when looking for healthy foods for a healthy soul. All Carrington items are certified Organic by QAI, Star K Kosher, gluten-free, and non-GMO.  From their ingredients to their earth-friendly packaging, Carrington Co.'s good for you products are acknowledged across the grocery and health-foods industry for their innovation, quality, service, and value.

Carrington Organics Teas and Carrington Farms products are available in retailers nationwide including but not limited to local supermarkets, Whole Foods, Costco, and Wal-Mart. With different varieties of Flax Seed blends, both cold-pressed and liquid coconut oils, plus organic teas with first-of-its-kind and environmentally friendly packaging, Carrington is the smart and affordable choice when looking for products that will add vitality and health to your life.

"We are excited to partner with Carrington Co., LLC and represent a brand that strives to help consumers maintain a healthy lifestyle," said Ronn Torossian, CEO of 5W Public Relations. "Not only does the company have an extensive and growing list of products, but its background in producing quality health foods is unrivaled in its industry."

ABOUT 5W PUBLIC RELATIONS 5W Public Relations ( is a full-service agency known for cutting-edge programs that engage with businesses, issues and ideas. With more than 90 professionals serving clients in B2C (Beauty & Fashion, Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and digital strategy, 5W brings leading businesses a resourceful, bold and results-driven approach to communications.

Ronn Torossian / 5W Public Relations Tel: (212) 999-5585 /

SOURCE 5W Public Relations

Monday, September 16, 2013

America Weaker in the Eyes of the World

I commend Russia’s PR firm, Ketchum for its brilliant New York Times op-ed by Russian President Vladimir Putin, entitled “A Plea for Caution from Russia.” As an American, but also as CEO of 5WPR, I wonder about the implications of allowing a foreign government to use our own media to influence our citizens – and our elected leaders – on sensitive political issues.

An American President who is currently in the White House largely because of his great ability to talk, who talked a big game when he boldly stated that the United States drew its “red-line” on the use of chemical weapons and then stumbled all over himself, then lied to cover up his poor judgment, has been out charmed (and out smarted) by Russian President Vladimir Putin.  Putin used Obama’s usually loyal media allies to oppose Obama’s threat of military force.

It is not unusual for uber-liberals in the media to oppose use of the military, but to help a foreign leader – whom the liberal media tend to dislike —  outmaneuver Obama like Putin just did was a bit surprising.

Our being embarrassed by Russia began a few months ago when the Putin government used the Edward Snowden affair as a way to achieve world power and attention. As a Russian political analyst then said, “What happens now doesn’t matter because public opinion in Russia has already been shaped – America is lying, dishonest and has double standard.” Unfortunately, this image has been further propagated as Obama failed yet again in showing America’s valor.  Putin used Obama to make our country look foolish.

Putin’s op-ed, coming after President Obama’s prime-time televised speech in which he called for a diplomatic pause, allowed Putin to make the case that it is essential for the United States to not bypass the United Nations Security Council.

Amateur hour in the White House. Putin can protect Assad while simultaneously taking advantage of America’s freedom of the press to slam Obama.  Didn’t Obama just believe he “punished” Putin by refusing to meet with him? Don’t know whether to cry or to laugh. It’s a bad joke.

While John Boehner, the top Republican in the US House of Representatives, rejected a request to meet a Russian delegation to discuss Syria, the media and White House fawn all over themselves to claim Obama is some brilliant strategist. Samantha Power, U.S. ambassador to the United Nations, tweeted Thursday: “Three days ago there seemed no diplomatic way to hold Assad accountable. Threat of U.S. action finally brought Russia to the table.” If anyone believes that, I have a bridge in Brooklyn for sale. It’s a foolish, absurd claim. “Accountable”?  Hardly.  Assad gets a pass and he and Putin sit and laugh at America’s insignificance. America is not respected or feared.

In reality, Obama’s vote was destined to fail. Putin’s proposal gave political cover, allowing him to back away from making a decision he was unable to make. Much as Putin showed Obama up and protected Snowden, here too Putin capitalized upon Obama’s failure. In Putin’s opinion piece, he positioned America as the aggressor.  He then described an “alarming” pattern of intervening in the internal conflicts of foreign countries. Absurd.

Putin won a huge diplomatic victory, and it is a terrible loss and embarrassment on the world stage for Brand America. Putin has proven himself to be a brilliant public relations tactician – at the expense of our president and his friends in the media who routinely push this president’s agenda regardless of the impact on the country. It is open season on America as Putin disrespects America because he views Obama as weak.

Sen. James Inhofe, a Republican from Oklahoma, said “Putin was lecturing to the United States, and I could hear [Ronald] Reagan turning over in his grave as this was going on.” Proud Americans should be sick at what Obama’s regime is doing to this once-great nation. Has there been a time ever before when America has been less well-respected worldwide – from the man who said he was going to make us shine among nations?

Shame on President Obama for making this great republic appear weaker than ever before.


Tuesday, September 10, 2013

What Obama Can Learn from Roger Ailes

As CEO of 5WPR, a leading PR agency, I am well aware that personal relationships are vital. Interpersonal skills, relationships and chemistry matter tremendously in business, politics, and in life.  History demonstrates occurrences where relationships have changed the course of history, for example, how the personal bond between Roosevelt and Churchill helped end the Second World War.

While disagreements and even fights are inevitable, personal relationships generally can predict a better outcome. In places of power, one can often witness strange bedfellows.  President George H.W. Bush and Bill Clinton are very close personal friends.  Russian President Vladimir Putin and former President George W. Bush had a mutual respect and considered one another friends, despite repeated political differences. And while the mantra of the left claims that Democrats are nicer and more accepting than Republicans, the facts are often very different. In fact, multiple studies indicate that liberals are often considerably less charitable than conservatives.
With the importance of inter-personnel relationships, an interesting study can be made examining the relationships of two very powerful people and organizations – President Barack Obama, representing the liberal left, and Roger Ailes on Fox News representing the conservatives.

One of the foremost selling points of Obama was supposedly that he would improve America’s standing in the world and improve relationships that the United States holds worldwide.  And in the midst of Obama failing to secure any worldwide support for military action in Syria after the G-12 Summit, it is telling that in addition to being a terrible leader, the man has awful interpersonal skills. Obama and Putin have the worst personal relationship between US and Russian — perhaps even US and Soviet — leaders in history.  Putin does not trust, or like Obama; he is very clear about it. Even worse, Putin does not fear Obama, as can be seen from the Snowden affair, and now many other issues as well. His disrespect would clearly not be this profound had he had any chemistry with Obama. (Compare that with Bill Clinton and Boris Yeltsin in the 1990s, whose relationship remained intact despite repeated political crises).

As a front-page article last year in The New York Times noted, President Obama fails miserably at personal relationships.  The article said: “The tensions between Mr. Obama and the Gulf states, both American and Arab diplomats say, derive from an Obama character trait: he has not built many personal relationships with foreign leaders. ‘He’s not good with personal relationships; that’s not what interests him,’ said one United States diplomat. “But in the Middle East, those relationships are essential. The lack of them deprives DC of the ability to influence leadership decisions.” Of course, Obama’s Middle East foreign policy– from Benghazi to Egypt – has failed miserably.  Both sides of the conflict in Egypt, Syria and elsewhere are against Obama.

Obama publicly lectured China’s President Xi Jinping (who hit back) about China’s disputes with its neighbors. The concept of speaking privately doesn’t exist for Obama (except when he whispers to Russian leaders about his ability to be more lenient in his 2nd term).

Obama even manages to alienate close American allies. As UK media has highlighted in the last few weeks, “The special relationship is over,” in referring to the long-term partnership between the US and the UK.  Obama has been insulting and disrespectful to Israel’s Prime Minister Netanyahu and critical of Afghanistan’s Hamid Karzai and many others.

As legendary journalist Bob Woodward noted, Obama has no personal relationships with political leaders – Senators or Congressmen – in either party.  In addition to being ineffective, he is simply not likeable. There is not a single country with better relations – politically or personally – with America than when Obama took office.

Compare Obama’s behavior and interpersonal skills with Roger Ailes, who created Fox News, the most influential American news station. Ailes, whom Obama once called “the most powerful man in America,” is a study in decency, success and leadership, as one can learn from multiple sources, including Zev Chafets’ unauthorized biography “Roger Ailes: Off Camera.”

Ailes prides himself as a “blue-blood,” a self-made man who values honesty, loyalty, who was followed by more than eighty employees when he left CNBC. Ailes works hard and demands excellence from his employees; noteworthy are the many interpersonal relationships the fierce, right-wing conservative maintains with people he doesn’t agree with.  He has had a longstanding, close personal relationship for more than 40 years with Barbara Walters, and a good friendship with uber-liberal Rachel Maddow.  He is close with the Kennedy family for many years, and Chris Cuomo says Ailes is a “brilliant teacher” and someone he considers a close friend with whom he discusses personal and professional challenges and problems.  Jesse Jackson and uber-liberal Congressman Dennis Kucinich are friends who trust and respect Ailes.
Tom Johnson was head of CNN when CNN & Fox had bitter battles, and has been quoted as saying, “I enjoyed my personal relationship with Roger Ailes.” It has been noted that they quietly collaborated on matters of mutual importance. Something, once again, Obama could probably learn a ton about.  Another former head of CNN, Rick Kaplan, said, “The truth is in our business he is admired – I love Roger Ailes.”

Ailes has an employee rulebook with some simple rules that Mr. Obama could learn a lot from, including now with the Syria communications crisis: “Nothing is more important than giving your word and keeping it. Don’t blame others for your mistakes.” Simple, Ailes prizes loyalty and honesty.  More values which Obama can learn.  Perhaps Obama can also learn from Ailes on foreign policy. Ailes said, “Strength breeds peace. Nobody walks into a bar and picks a fight with the toughest looking guy in the place.”

Obama and Ailes had an exchange in 2008 when they met in Manhattan about Obama’s concerns over how Fox was covering him in the media. As reported in “Roger Ailes: Off Camera,”

Ailes told Obama he was concerned about Obama’s strength on national-security issues. The candidate assured Ailes that he had nothing to worry about. “Well, why are you going around talking about making cuts in weapons systems?” asked Ailes. “If you’re going to cut, why not at least negotiate them and get something in return?” Obama said that Ailes had been misinformed; he was not advocating unilateral cuts. “He said this looking me right in the eyes,” says Ailes. “He never dropped his gaze, which is the usual tell. It was as good a lie as anyone ever told me. I said, ‘Senator, I just watched someone say exactly that on my computer screen before coming over here. Maybe it wasn’t you, but it sure looked like you and sounded like you. I think it was you.

While Fox News is more watched and more profitable than all the other cable networks put together, Obama has harmed America immensely with his inept conduct.  From foreign policy to economics to American honor, America has never been at a lower point politically, and it continues to be mired in the worst economic depression since the Great Depression.

Of course, since his election, Obama, the most powerful man in the world, has consistently portrayed himself as the underdog, whether blaming failure on President Bush or someone else. Roger Ailes has a different view on responsibility, saying “If you run into people who are negative, and always telling you that the cat got ran over, and you couldn’t get the car started and you’ve got a cold, the suits are idiots and life isn’t fair, you know, you need to get away from those people because they will suck you under and hold you down and drown you.”

The President is at fault for talking too much and not doing enough. He is failing miserably with people at all levels and with what needs to be done. While being  President of the United States is nothing like being a President of a media organization, it should be noted that Ailes is the most successful television executive of all-time, and Obama is arguably the worst President in modern history.  Obama shall leave behind a legacy of disaster.

Obama should watch and learn more from Fox News – perhaps he can improve as President of the United States of America.

Ronn Torossian is the CEO of 5WPR, a leading PR firm and Author of “For Immediate Release”, a leading PR book.


Sunday, September 8, 2013

TBN, David Cerullo of INSP, Dr. Chauncey Crandall & Others Say Remember 9/11

On Tuesday, September 11, individuals and families across America will recall the unforgettable day,September 11, 2001, when tragedy struck as terrorists commandeered three jetliners and used them as deadly weapons against our nation. Trinity Broadcasting Network will join in that observance, September 9 through 11, as it airs a series of special programs to memorialize the tragedy and those who died, as well as to remember the courage and miracles that helped to define the aftermath of the tragedy.

While thousands perished at the World Trade Center inNew York City, the Pentagon in Washington, D.C., and in the field near Shanksville, Pennsylvania, the perpetrators of those attacks failed in their goal of demoralizing America, as the nation rose in unity to fight back. And the amazing accounts of heroism in the air and on the ground, as well as the stories of God’s miraculous intervention in the hours and days following the attacks, continue to inspire millions around the world to courage and faith.

Many Americans, from David Cerullo of INSP to Dr. Chauncey Crandall join in remembering each year.

Each year TBN memorializes the 9/11 tragedy, and among the special programs scheduled for this year’s remembrance are:

- A Reason to Remember. Narrated by recording artistJoni Sledge, and with interviews from emergency workers, survivors, and families of victims, this 9/11 tribute shows how individuals came together to save lives, bring healing, and, with God’s help, triumph over the tragedy that impacted the nation. Airs September 9-12

- Heroes of Flight 93 tells the powerful story of the heroic passengers who took back their plane over thePennsylvania countryside in an effort to stop one of the 9/11 terrorist attacks. Airs September 10-12 (check here for broadcast times).

- Day of Miracles recounts the countless unexplainable events that occurred in the aftermath of the national tragedy of 9/11, demonstrating that in the midst of the horror and pain, God was still present to help. AirsSeptember 10-12 (check here for broadcast times).

Salvation Army Commissioner Joe Noland, who remained at “Ground Zero” of the World Trade Center in the aftermath of the attacks as he helped oversee the humanitarian effort, said that it is crucial for the nation to remember the attacks, those who died, and those who responded in selfless courage. “More than a decade later we are compelled to recall the everyday heroes in those horrific moments,” he said, “which is why TBN’s commitment to broadcast these specials is so important. Telling the real story is a vital service to us all.”

Ronn Torossian is the CEO of 5WPR, a leading PR firm and Author of “For Immediate Release”, a leading PR book.