NativeAdDendum: List of theNativeSociety interviews:

James Paul Starwood Luxury Collection Global Leader 5 Star Hotelier

Rotten Lilian Swissotel VP 5 Star Hotelier

Wood Phillip Jefferson Hotel Managing Director 5 Star Hotelier

Feeley Tom Sole Hotels Owner 5 Star Hotelier

Desseigne Dominque Groupe Lucien Barriere CEO 5 Star Hotelier

Hostettler Daniel Ocean House Management President & MD 5 Star Hotelier

Avino Mariella Palazzo Avino Owner/CEO 5 Star Hotelier

Georges Elie Hotel San Regis President/Owner 5 Star Hotelier

Le Calvez Didier Le Bristol Paris CEO 5 Star Hotelier

Chevanne Antione Groupe Floriat CEO 5 Star Hotelier

Chapur Rafael Hard Rock Inclusive Resorts COO 5 Star Hotelier

Rousseau Linda Singita Group DOSM 5 Star Hotelier

Kessler Richard The Kessler Collection Chairman/CEO 5 Star Hotelier

Freid Brandon Sanctuary Hotel President 5 Star Hotelier

Foster Stuart Luxury Brands, Hilton VP of Marketing 5 Star Hotelier

Ljunberg Jenny C/O Hotels, Maidstone Owner 5 Star Hotelier

Senbahar Izak The Mark Hotel Owner 5 Star Hotelier

Lee Stacy Brazilian Court Hotel DOSM 5 Star Hotelier

Gomes Philma Cape Grace Hotel DOSM 5 Star Hotelier

Wagner James Emory University President Academic Ace

Siegel Alan Siegelvision CEO Advertising Ace

Leggett James M&C Saatchi Australia CEO Advertising Ace

Wunderman Lester Wunderman Chairman/Founder Advertising Ace

Sawyer Linda Deutsch CEO Advertising Ace

Ferdman Michael Firstborn Founder/CEO Advertising Ace

Mazar Mike Tenthwave PartnerCD Advertising Ace

Hofstetter Sarah 360i CEO Advertising Ace

Barker John Barker/DZP Founder/President Advertising Ace

Schoenberg Bruce Oasis Spa Owner Beauty Boss

Martyn Tracie Tracie Martyn Owner Beauty Boss

Labrecque Paul Paul Labrecque Owner Beauty Boss

Malin/Goetz Matthew/AndrewMalin + Goetz Founders Beauty Boss

Silvstedt Victoria Very Victoria Silvstedt Owner Beauty Boss

Pechar Edward McCormick/360 Vodka Chairman Beverage Boss

Katz Allen NY Distilling Company Fonder Beverage Boss

Wolffer Marc Wolffer Estate Vineyard Owner Beverage Boss

Dadich Scott WIRED EIC Chief Editor

Van der Meer Antonia Coastal Living EIC Chief Editor

Bowen Arabella Fodors EIC Chief Editor

Nardoza Edward WWD EIC Chief Editor

Novogrod Nancy Travel + Leisure EIC Chief Editor

Murphy Sean Jetsetter EIC Chief Editor

Davis Peter Scene Magazine EIC Chief Editor

Simunek Chris High Times EIC Chief Editor

Cuomo Cristina Modern Luxury EIC Chief Editor

Morimoto Iron Chef Morimoto Owner Culinary Connoiseur

Humm Daniel Eleven Madison Park Owner Culinary Connoiseur

Kunkel John 50 Eggs, Yardbird CEO/Founder Culinary Connoiseur

Doyle Patrick Domino's President/CEO Culinary Connoiseur

Vongeritchen Jean-Georges Jean Georges Restaurants Owner Culinary Connoiseur

Maccioni Mario Maccioni Group Partner Culinary Connoiseur

Matsuhisa Nobu Nobu Restaurants Owner Culinary Connoiseur

Bastianich Lidia Feldia, Eataly, Del Posto Owner Culinary Connoiseur

Ducasse Alain Alain Duccase Restaurants Owner Culinary Connoiseur

Pauli Dimitri Sant Ambroeus Owner Culinary Connoiseur

Kenner Nick Just Salad Founder Culinary Connoiseur

Lo Anita Annisa Owner Culinary Connoiseur

Ansel Dominque Dominique Ansel Bakery Owner Culinary Connoiseur

Burke David David Burke Group Owner Culinary Connoiseur

Bassett Jennifer Jennifer Bassett Events Owner Events Expert

Karlitz Herb Karlitz & Company Founder Events Expert

Karan Donna DKNY Founder Fashion Icon

Moscot Zach MOSCOT Creative Director Fashion Icon

Hendry Ricky Isaora Founder Fashion Icon

Godfrey Jay Jay Godfrey Founder Fashion Icon

Jackson Lisa LJ Cross Jewelry Founder/CD Fashion Icon

Ronson Charlotte Charlotte Ronson Owner Fashion Icon

Antebi Marcus JuicePress Founder Health Guru

Cutler Elizabeth SoulCyle Co-Founder Health Guru

Brodsky Howard David Barton CEO Health Guru

Rondeau Chris Planet Fitness CEO Health Guru

Pecker David American Media Chairman/CEO Media Magnate

Zecher Linda Houghton Mifflin Harcourt President/CEO Media Magnate

Wiedlin Andy BuzzFeed CRO Media Magnate

Murphy Rhona The Daily Beast CEO Media Magnate

Borries/Stefano Philippe/Justin Refinery29 CEO/Founders Media Magnate

Black Cathie Hearst Magazines Former Chairman Media Magnate

Mamone Tony Livingly Media Founder/CEO Media Magnate

Belfort Jordan Straigh Line Systems Founder Motivation Maven

Canfield Jack Jack Canfield Inc Owner Motivation Maven

Ljung Alex SoundCloud Founder Music Mogul

Westergren Tim Pandora Founder Music Mogul

Gillis Neil Round Hill Music President Music Mogul

White Alex Next Big Sound Co-Founder Music Mogul

Thomson Amy ATM Artists President Music Mogul

Ash Pournouri At Night Management Founder Music Mogul

Leyland Chelsea Chelsea Leyland Owner/Producer Music Mogul

Rabin David Skylark, Lambs Club Owner Nightlife Impresario

Kolodny Shawn VIP Room Managing Director Nightlife Impresario

Zimmerman Jay Sekend Sun Owner Nightlife Impresario

Steinberg Leonard Urban Compass President Power Broker

Steinberg Richard Warburg Realty Managing Director Power Broker

Bauer Jason Voda Bauer Founder/CEO Power Broker

Russell Charles Stribling & Associates DOSM Power Broker

Kliegerman Stephen Halstead President Power Broker

Osher Shaun CORE Founder/CEO Power Broker

Goldstein Tara Brookfield VP of Marketing Power Broker

Guest Cornelia Cornelia Guest Cookies Owner Power Philanthropist

Blumenstein Penny JDC President Power Philanthropist

Ivan Sir Peaceman Foundation Founder Power Philanthropist

Musolino Sheila Ronald McDonald Chairty VP & COO Power Philanthropist

Javian Michelle Harboring Hearts CEO/Co-Founder Power Philanthropist

Verschleiser Eli American Jewish Congress Treasurer Power Philanthropist

Huvane Stephen Slate PR Partner Power Publicist

Bragman Howard 15 Minutes PR Founder/Chairman Power Publicist

Kepmner Michael MWW Founder/President Power Publicist

Olay Pablo PaddilaCRT VP Power Publicist

Kaplow Liz Kaplow Communications Founder/CEO Power Publicist

LaForce James LaForce + Stevens Founder/CEO Power Publicist

Hiltzik Matthew/AndrewHiltzik Strategies President/CEO Power Publicist

Berman Sarah The Berman Group Founder/President Power Publicist

Torossian Ron 5W PR Founder/President Power Publicist

Tanaka Patrice PaddilaCRT Founder Power Publicist

Cassidy Sean DKC President Power Publicist

Spindel Janice Serious Matchmaking Owner Romance Guru

Wales Jimmy Wikipedia Founder Tech Titan

Winter Alexandre Placemeter CEO/Founder Tech Titan

Tetrick Joshua Hampton Creek CEO/Founder Tech Titan

Achilli Matteo Egomnia Founder/CEO Tech Titan

Darabi Soraya Zady Co-Founder Tech Titan

Wilcox Alex JetSuite CEO Travel Titan

Dichter Kenny Wheels Up Founder/CEO Travel Titan



« Culinary Connoisseur: David Burke, David Burke Group | Main | Power Publicist: Patrice Tanaka, Co-Founder, Chief Counselor & Creative Strategist of PadillaCRT »

Power Publicist: Ronn Torossian, Founder, President & CEO of 5W PR

Ronn Torossian is the Founder, President and CEO of 5W Public Relations, one of the 25 largest independent American PR firms, headquartered in New York with an office in Los Angeles. Known for its results-oriented approach, 5WPR has been named PR Agency of the Year by the American Business Awards, and has been named to the Inc. 500 list. Torossian is a featured op-ed columnist for The Huffington Post, Newsmax, Wired Magazine and others. He is the recipient of multiple awards, including PR Executive of the Year, and is a past semi-finalist for Entrepreneur of the Year by Ernst & Young.

1) How did you get into the PR industry and why?

 I love the energy of Public Relations and the many different ways to communicate a story. There is something so exciting about waking up every morning, reading/watching the news – which is always very different – and then figuring out ways to incorporate our clients into stories.  I love being able to shape our clients messaging and communications strategies. Simply put, I love working with clients and love working in PR.

On a practical basis, I am New York City born and bred.  Born in Brooklyn, raised in the Bronx, Stuyvesant High School in NYC, then SUNY Albany. And after college I had no clue what I wanted to do and spent time working in politics in Israel – and by accident discovered PR. Soon after, I returned to NYC, started working for an agency and fell in love with the business.

PR is a mix of journalism, psychology, and lawyering—it’s an ever-changing and always interesting landscape.. and I LOVE IT!

2) How does your firm utilize social media and stay ahead of competitors?

Social media is ingrained in our culture and part of what we do.  One of the reasons we have success is we view all forms of digital media as part and parcel of today’s PR process –we have 100 media professionals who are all adept at utilizing social media to benefit their clients.  One of the reasons we are successful is we are the only top 50 PR Agency with a CEO under the age of 45 – that matters because we simply get it in a different cultural way than other firms. Our team actively blogs, authors op-eds, and uses social media to interact with members of the media and those within the PR industry. This has allowed us to continue practicing what we preach, and take our day-to-day experiences and apply them to our client support.

3) What is a great night out like to you?  

A great night out for me is a great night “in.” I am not an out-on-the-town executive.  I work very hard, and when not working I enjoy my family. I generally wake around 5AM or so, and my schedule is so jam-packed, many times with exciting client events, that on the rare occasion I make it home before 10PM, I usually prefer a quiet night with my family.  That being said, I live in Manhattan and there are so many great restaurants and cultural experiences, and I certainly love having Central Park as my backyard. 

4) What brands do you rep and what is the niftiest PR move you have implemented for them?

At 5WPR, we are fortunate to work for blue chip companies in industries including corporate, consumer, healthcare, technology, public affairs, entertainment and more. Through the years, from work for Microsoft to start-up companies, our clients very much run the gamut from Fortune 500 to exciting entrepreneurial ventures.

It is so hard to identify one specific “nifty” PR move --- I am so proud to have written an industry leading book “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” which was released last year and is now used in colleges and universities all over the country. 

Every single day we do great work for clients. Our niftiest move is yet to come – we are just getting started.

5) What is your life motto/quote?  

There are really so many as I am a collector of quotes and have them all over my office.

Two of my favorites include “Build It and They Will Come” to "Live an ethical, balanced life with honor, integrity, and laughter." My next two would also have to be from the book Samson, "Tell them three things in my name, not two: Gather iron, anoint a king, and learn to laugh” to the very simple, yet so accurate “There is no substitute for hard work.”

6) What would you say are the top two personality traits someone needs to do a PR job well?

First, I need to say that succeeding in PR is really hard.  That said, we need more people who understand business – too many people in our industry do not think about business ramifications. CEO’s don’t stay awake at night because a story didn’t run – they stay awake at night for many other reasons.                                                                 

We also want people to be hungry for success.  Passion and the desire to win and do a great job really matters. Wanting to do great work absolutely shows in the results which we deliver to our clients.  

7) Who is your mentor and how do you stay so successful in the PR industry?

My mentor in life is my hero; my mother, Penny Waga who died last year and will always remain with me everywhere I go in life.  My single mom taught me that I can be anything I put my mind to and to never ever give up.

As a professional communicator, there are many great communications visionaries I admire, from Winston Churchill to Richard Branson.  And within the Public Relations industry, I greatly respect Richard Edelman, CEO of Edelman, the largest PR firm in the world who works every day like he is just getting started.  His concept of hard work and constant sense of urgency is admirable. I also respect Peter Gummer, Lord Chadlington, the Chairman of Huntsworth, one of the largest communications companies in the world.

And last but not least, I learn every day from the very talented staff at the great pr firm called 5WPR.