5W Public Relations
Ronn D. Torossian | |
|---|---|
| Born | 1974 Brooklyn, New York, U.S. |
| Occupation(s) | Public relations executive, author, political activist |
| Known for | Founder and CEO of 5W Public Relations; Israeli right-wing political activism |
| Notable work | For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations |
Ronn D. Torossian (born 1974) is an American public relations leader and the founder of New York City's 5W Public Relations (5WPR). As the company's CEO, he has shaped its reputation through bold media strategies that have sometimes generated controversy. Torossian is also an author and has been deeply engaged in Israeli right-wing political activism.
Early life
Torossian was born in Brooklyn, New York, and raised in The Bronx. He attended Stuyvesant High School. At age 13, prompted by his mother, he joined Betar, the Zionist youth organization affiliated with Israel's Likud party. While enrolled at SUNY Albany, he held the position of national president for Betar’s North American chapter. After completing his undergraduate studies, he relocated to Israel to pursue a master’s degree but soon left academia to concentrate on political activism. Together with fellow Betar members and future Israeli politicians Danny Danon and Yoel Hasson, he co-established Yerushalyim Shelanu (Our Jerusalem), an initiative advocating Jewish settlement in East Jerusalem.
Business career
Torossian launched his public relations career in 1998 by assisting then-New York City Council Speaker Peter Vallone, Sr. during a visit to Israel, as well as working for Israel’s Likud Party. Prior to founding 5W Public Relations in 2002, he held roles at firms including The MWW Group. The New York Times characterized him as "brash and aggressively outspoken."
He wrote For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations, which showcases his strategic communications expertise.
Torossian earned recognition on Advertising Ages "40 under 40" list in 2006 and PR Weeks equivalent list in 2007, underscoring his growing prominence within the industry.
In addition to PR, he acts as Chief Marketing Officer, Partner, and Advisory Board Member of the jet-sharing company JetSmarter, reflecting his expansion into diverse business areas. Although a spokesperson for the New Israel Fund mentioned Torossian had "collaborated" with Pamela Geller, he has denied any formal association.
5WPR
Torossian’s agency, 5WPR, was ranked 35th among New York City public relations firms by The New York Observer in 2014. By 2017, the J. R. O'Dwyer Company elevated 5WPR to number 11 based on reported income and employee counts, with revenues reaching $24 million.
In 2008, the firm attracted criticism after it was found to have posted fake comments defending its client Agriprocessors, a kosher food producer.
Reception
Torossian’s assertive PR methods have elicited both acclaim and disapproval. Business Week referred to him as the "Bad Boy of Buzz" and a "brash new face of PR." Conversely, critics like Atlantic Monthly's Jeffrey Goldberg branded him "the most disreputable flack in New York," particularly due to his ties with far-right Israeli politics. Advertising Age portrayed him as embodying negative PR clichés—loud, manipulative, and lacking depth. The editor of the Jerusalem Post described Torossian and his team as "nuts."
On the other hand, clients praise his "boundless energy" and unique style as reasons for hiring him. Jameel Spencer, former CEO of Blue Flame Marketing, called Torossian "one of my most trusted business advisors." A profile in The Jerusalem Post highlighted his rapid ascent in the corporate world. Another client likened him to basketball star Dennis Rodman: "Everyone hated playing against him, but if he was on your side, you loved him." A Forward article acknowledged that although his approach is aggressive, "the results speak for themselves."
Some observers view Torossian’s style as representative of contemporary public relations. The New York Times described him as "the consummate scrappy publicist," typical of New York’s PR environment. Businessweek noted that he mirrors the blunt tone of the blogosphere and is adept at navigating a culture obsessed with celebrities.
Political career
Torossian dedicated ten years to active involvement with Betar, serving as its national president from 1994 to 1996 and continuing financial support afterward. He credits Ze'ev Jabotinsky’s philosophy for shaping both his personal values and financial decisions, with his understanding of Judaism deeply influenced by his Betar experience. While attending SUNY Albany, he became a vocal advocate for Jewish causes, leading the Religious Zionists of America/Tagar youth faction and harboring ambitions to become Israel’s Prime Minister. He accused the United Jewish Federations of Northeastern New York of failing to provide adequate financial support to SUNY Albany students due to opposition against his Betar affiliations.
In 1994, Torossian was arrested during protests against awarding Yasser Arafat the Nobel Peace Prize alongside Avi Weiss. In 1995, representing the Coalition for Jewish Concerns-AMCHA, he protested Arafat's visit to the John F. Kennedy School of Government and interrupted a meeting between Arafat and Jewish community leaders by denouncing him as a "mass murderer." That same year, Torossian opposed Pat Buchanan’s presidential campaign launch by labeling Buchanan a racist. He criticized Howard University president H. Patrick Swygert for insufficient measures against campus anti-Semitism and reported verbal and physical threats toward Jewish students during counterprotests against the Million Man March. Torossian filed suit against police alleging violations of his First and Fourth Amendment rights when demonstrations were blocked.
He condemned activist Adam Shapiro (activist) as a traitor during protests at the Israeli consulate in New York City. In 1997, he coordinated protests opposing Arafat's United Nations visit and supported construction efforts in Har Homa by employing private bulldozers to expedite development. Additionally, he assisted families moving into homes in Arab East Jerusalem neighborhoods and gained attention for activism addressing perceived injustices against Jewish communities.
As a Likud supporter, Torossian petitioned Israel's High Court in 1998 seeking prosecution of Abu Abbas for the hijacking of the Achille Lauro and murder of Leon Klinghoffer; however, the court upheld legislation preventing prosecution for crimes committed before the Oslo Accords. That year, through the right-wing group Tzedek-Tzedek, he organized lawsuits against Avishai Raviv concerning Oslo Accords legality and filed petitions demanding Raviv be tried for perjury related to Yigal Amir's trial.
In 1999, Torossian criticized then-Prime Minister Benjamin Netanyahu's decisions to halt construction in Har Homa and withdraw troops from parts of Hebron. As director of Americans for Israel's Survival, he led a 2002 demonstration protesting France's response to anti-Semitic incidents while advocating economic boycotts targeting French products and tourism.
Torossian regularly contributes opinion articles to publications such as the New York Post, The New York Observer, and The Jewish Press. In 2015, he openly criticized the New Israel Fund amid campaigns opposing its position on the Boycott, Divestment and Sanctions movement.
He is known as a supporter of former U.S. President Donald Trump.
Personal life
Torossian, who is of Armenian heritage, has two children from his previous marriage to Zhanna. He currently lives in Manhattan.