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5W Public Relations, also known as 5WPR, is an American public relations firm with two offices, in New York City and Los Angeles. Since its founding in 2003, it has grown to more than 90 employees. 5WPR billings for 2007 exceed $11,500,000 [1], and appeared on the 2007 Inc list of fastest growing companies. [2]. 5WPR represents entertainers including Snoop Dogg and Paris Hilton and political figures and organizations including John Hagee, in addition to its corporate clients.

History

The company was founded by Ronn Torossian in 2003. It launched from a small office within a Manhattan based travel agency with only three clients and two employees. [3] Since its establishment, the company's client list expanded to well over 100 and in under three years, the staff roster grew to 75[4]

Clients

Listed among 5WPR clients are Anheuser-Busch, Evian Water, IHOP, Harrah’s Entertainment Inc [5], NICE Systems, Barnes & Noble Online, Phillips-Van Heusen, The Ice Rink at Rockefeller Center, The Loews Regency, Vail Resorts, Philippe Chow, Microsoft, Ahava Skin Care, Weatherproof Garment Company, 1800 Tequila, Gen Art, The Pritikin Longevity Center & Spa, Avenue Stores, and Patina Restaurant Group. Celebrities, Hip Hop entertainers, and musicians include Snoop Dogg and Ice Cube. In addition, 5W works with publicly traded technology companies; a variety of other global interests, national corporations, high-profile individuals, regional businesses, government agencies and academic institutions.

In addition, it has a faith-based and foreign government clientele, consisting of organizations such as Zionist Organization of America, The American Bible Society, Benny Hinn ministries, Regent University, Pastor John Hagee and his Christians United for Israel organization and members of the Israeli Knesset.

In December 2006, the Foreign Ministry of Israel worked with 5WPR and Elias Buchwald to train Israel's top spokespersons on western media and communications methods [6][7].

In March 2005 PR Week reported that The Lebanese American Council for Democracy, the "group that played a key role in the passage of the Syrian Accountability Act," retained 5W Public Relations for "strategic counsel and media relations." The group's goal is "to gain support from U.S. political leaders and United Nations officials to pressure Syria to withdraw its troops." The group is reportedly "closely aligned with Michel Aoun, the former Prime Minister who was ousted by the Syrians" in 1990. The 5W firm was "preparing daily briefing sheets for the media to respond to current events." The Syrian Accountability Act, passed in 2003, "imposed sanctions on Syria for occupying Lebanon." [8]

Growth

According to the 'O'Dwyers' public relations news website, 5W Public Relations netted $11,581,939 in fees in 2007, an increase of 24.3% from 2006 figures[1]

O'Dwyers has ranked the company #21 in earnings among their top 182 ranked PR companies[1], and it has given it ranked the firm eighth out of the top 40 entertainment PR firms among[9]. The Holmes Report called 5WPR the "Fastest Growing public relations firm in the nation” in 2007.[10], and the firm appeared at #153 on the Inc. 500 2007 list[2].

Controversy

5W had been retained by an organization that advocates for independence for the province of Kosovo[11] from Serbia, while only one year prior 5W was retained by a group representing Serbian President Boris Tadić[12], to help establish an image as a friendly democracy.

In November 2007, Wired Magazine editor Chris Anderson identified publicists from 5W, among others, as "lazy flacks" who regularly deluge him with news releases "because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching," and posted their email addresses on his site.[13]

On July 9 2008, Shmarya Rosenberg, who operates the blog Failed Messiah, accused 5W of sockpuppeting on his blog by impersonating critics of Agriprocessors, a kosher meatpacker in Postville, Iowa which had been under heavy criticism for animal cruelty, worker abuse, and harboring illegal immigrants and represented by 5W. Rosenberg said at least 11 comments using the names of other Agriprocessors critics, including Hechsher Tzedek founder Rabbi Morris Allen, traced back to 5W. [14]

Juda Engelmayer, the 5W executive handling the Agriprocessors account, initially blamed an intern, and said the intern was fired immediately.[15] A person identifying himself as the intern called the Jewish Telegraphic Agency office and claimed he used Engelmayer's computer during a get-together at his apartment without his knowledge.[16] Torossian admitted a member of his senior staff was ultimately responsible, saying, "a senior staff member failed to be transparent in dealing with client matters." [14]

References

  1. ^ a b c "PR Firm Rankings - Independent PR Firms". O'Dwyer's Public Relations News.
  2. ^ a b "No. 153 5W Public Relations". Inc. 2007.
  3. ^ Kurutz, Steven (2005-02-20). "Brash P.R. Guy Grabs Clients, Ink". The New York Times.
  4. ^ The Armenian Reporter, 06-26-2004
  5. ^ "5W Public Relations Adds Harrah's Entertainment, Inc. to Consumer Roster" (Press release). 5W Public Relations. 2008-05-23. {{cite press release}}: Check date values in: |date= (help)
  6. ^ PR Watch/Israel Hasbara
  7. ^ The Jewish Week Article
  8. ^ PRWeek Reference
  9. ^ "Entertainment PR". O'Dwyers Report. {{cite web}}: Italic or bold markup not allowed in: |publisher= (help)
  10. ^ "5W Public Relations". Holmes Report.
  11. ^ Blic Online (Serbian Media's English Translation Pages)"In political fight for Kosovo, only lobbying agencies in USA are sure about profit - Yesterday for Serbia, today for independent Kosovo"
  12. ^ News about 5W and Tadic
  13. ^ Newman, Andrew Adam (November 5 2007). "Things Turn Ugly in the 'Hacks vs. Flacks' War". New York Times. {{cite news}}: Check date values in: |date= (help)
  14. ^ a b Washkuch, Frank (2008-07-11). "5W acknowledges blog misconduct". PRWeek US. {{cite news}}: Check date values in: |date= (help)
  15. ^ Harris, Ben. "Agriprocessors' PR Firm Accused of Impersonating Rabbi". Jewish Telegraphic Agency.
  16. ^ "PR firm faces scrutiny". Jewish Telegraphic Agency. 2008-07-10. {{cite news}}: Check date values in: |date= (help)
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