5W Public Relations
Encyclopedia
5W Public Relations, also known as 5WPR, is an American
public relations firm. It was ranked the twenty-fourth largest independent PR firm in the United States by the J. R. O'Dwyer Company
in 2010, down from thirteenth in 2009. The name, 5WPR, was inspired by the five Ws
: who, what, where, when, and why.
, 5WPR grew quickly from a small office with two employees. In 2005 Torossian was profiled in the New York Times, who called him "brash and aggressively outspoken...the consummate scrappy publicist". 5WPR was cited by Inc.
Magazine as one of the fastest growing companies in the US in 2007 and 2008.
In 2005, 5WPR opened a Los Angeles
office. Its client base grew from three to about 50 in 2008. Its portfolio included a diverse range of customers, including celebrities, health and beauty firms, and corporate, government, religious, and public affairs clients. Revenue grew from $3 million in 2004 to $11.5 million in 2008. By 2009, O'Dwyers ranked 5WPR as 13th-largest agency in the US.
In December 2010 5WPR client Apra International was presented with the 2010 WWD Beauty Biz Award for "Best Executed Launch Strategy" in the Mass Fragrance category due to work executed by 5W Public Relations.
In 2011, Dow Jones measured the media coverage of the world's public relations firms, and stated that amongst mid-sized Public Relations agencies, 5W Public Relations generated the most media attention.
of the Ukraine, the richest man in Europe, with a net worth of $31.1 Billion. The Kiev Post stated "Many business analysts say that favorable publicity and transparency are simply good for business, especially for a company that wants to attract foreign investment." 5W has worked in Iraq and Lebanon, with representation of Iraqex for their $6 Million US Government contract.
The firm boasts a "tight working relationship with the Christian Right", as well as many members of the Israeli political echelon, including the Tourism and Foreign ministries, Likud Party, members of Knesset and Jerusalem Mayor Nir Barkat.
. They have also represented Israel Prime Ministers Ehud Olmert and Prime Minister Benyamin Netanyahu.
The agency has trained Israeli government officials for media appearances.
They have represented Evangelical Christian groups, including the Trinity Broadcasting Network, Christian Coalition of America, Pastor John Hagee and Benny Hinn Ministries.
Consumer products clients have included 1800 Tequila, HOLMES, ElAl Airlines, 1-800-Registry, Gray Line and others.
Corporate clients have included Pomegranate, ZIPWIRE
,Jackie Robinson Foundation
, and MedCAREERS Group.
5WPR has represented music mogul Sean "Diddy" Combs, rappers Lil' Kim
, Snoop Dogg
, Ice Cube
, among others.
The firm secured product placement on Shiloh Nouvel Jolie-Pitt, the first biological child of Angelina Jolie
and Brad Pitt
by flying a shirt to Africa which made the shirt famous after People
magazine put the newborn wearing it on the cover.
, a kosher
meat processing company that went bankrupt after a federal investigation into worker abuse and hiring illegal immigrants, was a 5W client. In July 2008 a person claiming to be one of the leading critics of Agriprocessors posted comments to several blogsites that seemed to suggest that the critics were operating out of self interest. The comments were traced back to the IP address
of 5WPR's executive responsible for the Agriprocessors account.
5WPR issued a statement admitting the impersonation, saying that the firm's "IT department investigated accusations which we have now learned to be true," and that "A senior staff member failed to be transparent in dealing with client matters."
United States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
public relations firm. It was ranked the twenty-fourth largest independent PR firm in the United States by the J. R. O'Dwyer Company
J. R. O'Dwyer Company
J.R. O'Dwyer Company is an online and print news and information publisher covering the public relations and marketing communications fields in New York, established in 1968.-O'Dwyer's magazine:...
in 2010, down from thirteenth in 2009. The name, 5WPR, was inspired by the five Ws
Five Ws
In journalism, the Five Ws is a concept in news style, research, and in police investigations that are regarded as basics in information-gathering. It is a formula for getting the "full" story on something...
: who, what, where, when, and why.
History
Founded in 2003 by Ronn TorossianRonn Torossian
Ronn D. Torossian is an American public relations executive, author, and entrepreneur. He is the founder of New York City-based 5W Public Relations , which as of 2010 was the 24th-largest PR firm in the US. A crisis management specialist, his agency's clients include celebrities, hip-hop musicians...
, 5WPR grew quickly from a small office with two employees. In 2005 Torossian was profiled in the New York Times, who called him "brash and aggressively outspoken...the consummate scrappy publicist". 5WPR was cited by Inc.
Inc. (magazine)
Inc. magazine, founded in 1979 and based in New York City, is a monthly publication focused on growing companies. The magazine publishes an annual list of the 500 fastest-growing private companies in the U.S., the "Inc...
Magazine as one of the fastest growing companies in the US in 2007 and 2008.
In 2005, 5WPR opened a Los Angeles
Los Ángeles
Los Ángeles is the capital of the province of Biobío, in the commune of the same name, in Region VIII , in the center-south of Chile. It is located between the Laja and Biobío rivers. The population is 123,445 inhabitants...
office. Its client base grew from three to about 50 in 2008. Its portfolio included a diverse range of customers, including celebrities, health and beauty firms, and corporate, government, religious, and public affairs clients. Revenue grew from $3 million in 2004 to $11.5 million in 2008. By 2009, O'Dwyers ranked 5WPR as 13th-largest agency in the US.
Current
In 2010, the company's ranking fell to twenty-fourth, and revenues were $11.3 million. In 2011 its ranking in Top PR Firms specializing in Beauty and Fashion Public Relations rose to fifth, and ninth largest travel PR agency. 5WPR had sixty-nine employees in 2010.In December 2010 5WPR client Apra International was presented with the 2010 WWD Beauty Biz Award for "Best Executed Launch Strategy" in the Mass Fragrance category due to work executed by 5W Public Relations.
In 2011, Dow Jones measured the media coverage of the world's public relations firms, and stated that amongst mid-sized Public Relations agencies, 5W Public Relations generated the most media attention.
Government and political clients
The firm has represented Russian oligarchs, including Rinat AkhmetovRinat Akhmetov
Rinat Leonidovych Akhmetov is a Ukrainian businessman. He is the founder and President of System Capital Management, and is ranked among the wealthiest men in the nation. Akhmetov is also the owner and President of the Ukrainian football club Shakhtar Donetsk...
of the Ukraine, the richest man in Europe, with a net worth of $31.1 Billion. The Kiev Post stated "Many business analysts say that favorable publicity and transparency are simply good for business, especially for a company that wants to attract foreign investment." 5W has worked in Iraq and Lebanon, with representation of Iraqex for their $6 Million US Government contract.
The firm boasts a "tight working relationship with the Christian Right", as well as many members of the Israeli political echelon, including the Tourism and Foreign ministries, Likud Party, members of Knesset and Jerusalem Mayor Nir Barkat.
. They have also represented Israel Prime Ministers Ehud Olmert and Prime Minister Benyamin Netanyahu.
The agency has trained Israeli government officials for media appearances.
They have represented Evangelical Christian groups, including the Trinity Broadcasting Network, Christian Coalition of America, Pastor John Hagee and Benny Hinn Ministries.
Corporate, consumer and celebrity clients
5WPR's portfolio has included corporate, consumer, technology, and celebrity clients such as but not limited to:Consumer products clients have included 1800 Tequila, HOLMES, ElAl Airlines, 1-800-Registry, Gray Line and others.
Corporate clients have included Pomegranate, ZIPWIRE
,Jackie Robinson Foundation
, and MedCAREERS Group.
5WPR has represented music mogul Sean "Diddy" Combs, rappers Lil' Kim
Lil' Kim
Kimberly Denise Jones , better known by her stage name Lil' Kim, is an American rapper and actress who was a member of the group Junior M.A.F.I.A.....
, Snoop Dogg
Snoop Dogg
Calvin Cordozar Broadus, Jr. , better known by his stage name Snoop Dogg, is an American rapper, record producer, and actor. Snoop is best known as a rapper in the West Coast hip hop scene, and for being one of Dr. Dre's most notable protégés. Snoop Dogg was a Crip gang member while in high school...
, Ice Cube
Ice Cube
O'Shea Jackson , better known by his stage name Ice Cube, is an American rapper and actor. He began his career as a member of the hip-hop group C.I.A. and later joined the rap group N.W.A. After leaving N.W.A in December 1989, he built a successful solo career in music, and also as a writer,...
, among others.
The firm secured product placement on Shiloh Nouvel Jolie-Pitt, the first biological child of Angelina Jolie
Angelina Jolie
Angelina Jolie is an American actress. She has received an Academy Award, two Screen Actors Guild Awards, and three Golden Globe Awards, and was named Hollywood's highest-paid actress by Forbes in 2009 and 2011. Jolie is noted for promoting humanitarian causes as a Goodwill Ambassador for the...
and Brad Pitt
Brad Pitt
William Bradley "Brad" Pitt is an American actor and film producer. Pitt has received two Academy Award nominations and four Golden Globe Award nominations, winning one...
by flying a shirt to Africa which made the shirt famous after People
People (magazine)
In 1998, the magazine introduced a version targeted at teens called Teen People. However, on July 27, 2006, the company announced it would shut down publication of Teen People immediately. The last issue to be released was scheduled for September 2006. Subscribers to this magazine received...
magazine put the newborn wearing it on the cover.
Agriprocessors scandal
AgriprocessorsAgriprocessors
Agriprocessors was the corporate identity of a slaughterhouse and meat-packaging factory based in Postville, Iowa, best known as a facility for the glatt kosher processing of cattle, as well as chicken, turkey, duck, and lamb. Agriprocessors' meat and poultry products were marketed under the brand...
, a kosher
Kosher foods
Kosher foods are those that conform to the regulations of the Jewish Halakhic law framework, kosher meaning fit or allowed to be eaten. A list of some kosher foods are found in the book of Leviticus 11:1-47. There are also certain kosher rules found there...
meat processing company that went bankrupt after a federal investigation into worker abuse and hiring illegal immigrants, was a 5W client. In July 2008 a person claiming to be one of the leading critics of Agriprocessors posted comments to several blogsites that seemed to suggest that the critics were operating out of self interest. The comments were traced back to the IP address
IP address
An Internet Protocol address is a numerical label assigned to each device participating in a computer network that uses the Internet Protocol for communication. An IP address serves two principal functions: host or network interface identification and location addressing...
of 5WPR's executive responsible for the Agriprocessors account.
5WPR issued a statement admitting the impersonation, saying that the firm's "IT department investigated accusations which we have now learned to be true," and that "A senior staff member failed to be transparent in dealing with client matters."
Recognition
- Inc. Magazine, Fastest Growing Companies in the US, 2007
- Inc. Magazine, Fastest Growing Companies in the US, 2008