5W Public Relations Named PR Agency of Record for Excel Corp

New York, New York – June 26, 2012 - 5W Public Relations, one of the 25 largest independent US PR Firms, is proud to announce the return of Excel Corp (OTC Bulletin Board: EXCC) to its roster of corporate clients. 5WPR will execute a comprehensive public relations program tailored to effectively promote Excel Corp to targeted influential media. Key factors will include media relations, speaker engagement, messaging, web strategies and more.

Excel Corp is a publicly traded licensing, merchandising, and distribution company, headed by founder and Chairman, Ruben “Ruby” Azrak. As a branding corporation, it specializes on bringing national and international brands to the retail marketplace with a remarkable record of success.
Azrak, a seasoned branding specialist, has seen Excel through an impressive 30 years of licensing experience, which has led to the establishment of retail programs that have generated sales of over one billion cumulative. Excel Corp has distinguished itself by utilizing licensing opportunities including the representation of brands, trademarks, designers, events, personalities and sports of high standing in the industry.


“5WPR is excited to work with Excel Corp. We look forward to helping to shape the Excel brand and the many initiatives they have planned,” said Ronn Torossian, Founder & CEO of 5WPR.

Ruben “Ruby” Azrak, Founder of Excel Corp said “The decision to work with 5WPR is an easy one.”




ABOUT 5W PUBLIC RELATIONS



5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized media programs designed to impact our clients’ specific business goals and objectives. 5WPR’s energetic, fast-paced, and focused culture earned the firm a spot on the INC. 500 list. One of the 25 largest independent PR firms in the US, the agency maintains practice areas in consumer, technology, health and wellness, entertainment, lifestyle, fashion, and corporate communications.

Our growth and recognition stem from a focused, smart, and creative staff that expertly communicates client messages to impact ROI. Our committed team has the understanding and ability to harness the newest tools in a rapidly changing media landscape. This 24/7 approach to the media led the industry’s foremost trade magazine to describe 5WPR as “aggressive in a way that clearly resonates with clients looking for a firm staffed with type A-plus personalities, a BS-free approach, and results from Day One.”

Public Relations and Social Media Today

Public relations is one of the main industries that is being affected by the massive changes of social media. One of the main reasons for this affect is social media is done by the public and is public information. The essence of public relations such as media relations, opinion leaders and crisis management has caused an exaggerated stress by social media.

Social media is a modern day communication process and it will impact a company’s reputation in a positive or negative way – crisis pr. Even though social media is not a main source of information but it makes a story more relevant through Facebook’s newsfeed and Twitter’s hashtag. Experts in the public relations sector might have to start rethinking the way they approach specific problems with social media being such a popular way to find news.

Professional communicators and PR Firm have a new task with making statements is to also understand how include sentiment in to their speech. They have to realize that they are no longer reporting to the media but also the public, the public play a huge part in reputation management. People are allowed to voice their opinion via the Internet through blogs, tweets, Facebook posts, etc. The PR industry will have to start adapting to this new change. Workers in the PR world need to have a better understanding of community management and learning how to create a more effective workplace. They also need to know how to deal with customer service, digital advertising and learning how to respond and adapt to any kind of outcome that relates to individuals, the organization and the public. One of the important fixtures during this rise of social media is for companies to be more transparent with employees and the public.

For more information on social media in the public relations field be sure to check out pr expert Ronn Torossian’s blog.

5W PUBLIC RELATIONS HIRES DON MCIVER AS COO

New York, New York – June 12, 2012 - 5W Public Relations, one of the 25 largest independently owned PR firms in the US, is pleased to announce that Don McIver has joined the firm as Chief Operating Officer. In this new role, McIver will manage the firm and its operations, which currently has over 90 employees.

"I am thrilled to join 5WPR, which in under 10 years has grown into a major, independent bi-coastal PR Agency. The Management Team led by Ronn Torossian has built a tremendous agency and team and I look forward to working hard to help us achieve our ambitious growth objectives. We have a major commitment to invest in people, tools, and resources to take the agency to the next level. In the few months since I have joined the firm we have already made significant investments in employee benefits, training & development, and information technology. And we’re making more investment every day,” stated Don McIver.

“2012 is proving to be a banner year for 5WPR. We have strong practice leaders who are the best in the business. Together, we will forge an exciting future, emphasizing our strategic PR programs, full-service capabilities, and our results-oriented approach,” McIver added.

Prior to 5W, Don was Chief Operating Officer at Beckerman, a NJ PR Agency, and Mciver was previously Chief Operating Officer at MWW Group, a top-10 PR firm.

ABOUT 5W PUBLIC RELATIONS:

5W Public Relations (www.5wpr.com) is a full-service public relations agency known for implementing cutting-edge, customized campaigns designed to drive our clients' business goals and objectives. Founded by Ronn Torossian in 2003, the energetic and focused culture earned the agency a spot on the INC. 500 list and recognition as the nation's "fastest-growing PR agency" three years in a row. Our 24/7 approach led the industry's foremost trade magazine to describe 5WPR as "aggressive in a way that clearly resonates with clients looking for a firm staffed with Type A-plus personalities, a BS-free approach, and results from Day One."

What Makes a Business Prosper; it is the Strategies of a Good PR Agency

“If I was down to my last dollar, I’d spend it on PR” is a famous quote by the richest man on earth Bill Gates, which emphasizes the role of Public Relations. An effective PR strategy can work wonders for any business with the minimal of budget to achieve its desired goals and objectives. Companies and individuals spend a considerable part of their finances to engage an effective PR agency for their business. However, the assessment of the appropriateness of such an agency is generally based on the following points -

Search Engine Reputation Management - A good PR firm should deal with an effective SEO strategy for reputation management. Search engines and organic media play a crucial role in garnering a consumer base for any given organization. The assets and the resources of any organization or individual are optimized with the help of this solution that also helps in the elimination of any negative publicity by competitors.

Strategic Marketing - The vitals of strategic marketing is crucial to be considered for any agency as it focuses on the development of brand loyalty for a given brand and its business success. Strategic market also involves the meaningful engagement of the consumers of any company.

Media Relations - Media play one of the most important tools for effective public relation strategies and most effective campaigns are done by including multiple platforms from the world of media. There can be different mediums such as radio, televisions, magazines and newspapers, which are employed in a successful and effective media planning strategy. Any given PR agency should be adept at effectively targeting specific audiences with its media campaign.

Networking - The networking abilities of a public relations firm plays an important role with an emphasis to know and deal with appropriate people. Implementing and being in charge of good or bad decision is an important skill of the PR firm, as different business sectors have varied demands.

Budget - It is significant to consider ones budget before seeking the services of a public relations company, as firms generally charge based on specified services. Therefore, it is important to allot a specified budget for an effective PR campaign and strategy.

As a cost effective form of marketing, the correct agency can help an organization or an individual in a positive manner. For reputation management, celebrity sponsorship, event organization and integrated marketing services, a leading PR agency can help. Please visit www.5wpr.com for more details.

PUBLIC RELATIONS BOOK: “FOR IMMEDIATE RELEASE” BY RONN TOROSSIAN

If you haven’t yet bought "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations", the PR book by Ronn Torossian, the Founder & CEO of 5W Public Relations go today to buy it. It’s the only book written by a leading PR Agency executive.

In the book I discuss the definition of Public Relations & how public relations is needed by any business – “or anyone with a pulse for that matter." There are candid insider stories from top-tier consumer brands such as Whole Foods, Louis Vuitton, Zappos, BP, Toyota, and others. I discuss how to frame ongoing media debates, integrate new and old forms of media, and develop engaging content. We discuss stories from the front-lines of crisis PR, launch strategies, and its insider stories from the front-lines from Ronn Torossian, who Business Insider in 2012 called the “most intense, in-your-face PR man in New York.”

Endorsements come from diverse folks including: Paul Carlucci, publisher, New York Post, The Shark Daymond John (CEO of FUBU, Jay Sekulow, Chief Counsel for the American Center for Law and Justice (ACLJ), and Doyle Brunson, The Legend of Poker, legendary ten-time World Series of Poker Champion.

O’dwyers, the legendary PR Publication said: “Torossian’s book is for anybody who wants “to get it” when it comes to how PR can advance their personal and professional lives. 5W Public Relations chief Ronn Torossian has written a book about PR that is unlike any other that I’ve read in covering the communications business at O’Dwyer’s. For Immediate Release” is brimming with spunk and attitude. It’s a street fighter’s guide to PR.”

“This Book is my desk reference of PR rules” said PR trade blog Everything PR. The book is available at bookstores nationwide, including Barnes & Noble or online at: http://www.amazon.com/Immediate-Release-Deliver-Game-Changing-Relations/dp/1936661160 or http://www.barnesandnoble.com/w/for-immediate-release-ronn-torossian/1102047620?ean=9781936661169&r=1&cm_mmc=Google+Product+Search-_-Q000000630-_-Its+All+Personal-_-9781936661169&

Two Courts: The Court of Law & The Court Of Public Opinion

--Effective PR Campaign Helped Ensure George Zimmerman Arrest-

There are often two courts involved when it comes to crisis PR : the court of law and the court of public opinion. We all recall Casey Anthony, who may have been found “not guilty” in a court of law but was certainly found guilty in the court of public opinion. Both courts matter immensely. The family of Trevon Martin, and their supporters clearly understood the power of publicity. Undoubtedly public outcry helped ensure the arrest of George Zimmerman.


The media moves very quickly – and the Martin camp understood it – and they helped frame the fatal shooting the way they want it to be viewed. Prosecutor investigations often take a very long time – and patience is required. Some lawyers will tell clients to be patient as court proceedings are, by design, long, complicated, and tedious. By public protests and outcry, and effective PR campaigns, the Martin camp was able to influence prosecutors – and even the subsequent jury pool and judges – who all follow the media and form opinions.


The legal system isn’t built for short-term results – Zimmerman’s next court appearance is six weeks away, on May 29, to “allow the fervor surrounding the case to die down,” as Zimmerman’s lawyer explained. While bloggers, Twitter, Facebook, YouTube, 24/7 cable news, search engine results, etc., don’t wait for prosecutors and judges, one wonders how the court of public opinion will affect the actual verdict of innocent or guilty.


One thing is clear, the court of public opinion was critical in today's arrest of Zimmerman. Remember, six weeks ago the local authorities did not see this as anything more than self defense. Now, we all think about it with the spin that we are inclined to believe from whichever party did a better job in influencing us, the viewers and readers.


Media today is relentless, and our actions can always be elevated to a public stage in just minutes if the right Public Relations campaign is put in play.


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

LIFE & TIMES OF A PR AGENCY CEO: MEETINGS & CALLS..MORE MEETINGS AND CALLS – NY RUSSIAN ATTORNEYS, NIGHTCLUB MOGULS LIKE MARK BIRNBAUM AND REAL ESTATE WITH ELIE HIRSCHFELD

Over the weekend I had a chance to reflect upon my Friday. As people often ask what a day looks like in running a PR agency, thought to write about it. Tiring, exhausting and great all at the same time.



Started early with a 530 AM job, bike and light lifting – followed by 8AM midtown breakfast with the premier US NY Russian attorney, Edward Mermelstein.  Ed’s a client and friend we have worked for many years – and always enjoy hearing his take on the world.



Had a 930 AM strategy meeting with a client, followed instantly by a client conference call with my team
Quick internal meeting followed by returning 2 calls – 1 new business call (scheduled a meeting for next week), and returned a call to a Reporter
The afternoon saw a 30 minute break to return emails, catch my breath, and before I turned around it was time for a internal staff meeting with 1 of my teams
Had a new business meeting end of day – and then more returning emails, calls to Mark Birnbaum of EMM Group about an upcoming event for a client, Elie Hirschfeld about a recent media story, and the like.



Its always something different – moving fast and making it happen.



Ronn Torossian
5WPR