| Type | Private |
|---|---|
| Industry | Public relations |
| Founded | New York City, U.S. (2003) |
| Founder(s) | Ronn Torossian |
| Headquarters | New York City, New York, U.S. |
| Number of locations | New York City and Los Angeles |
| Area served | North America, Europe, Middle East |
| Key people | Ronn Torossian (Founder) |
| Products | Consumer, crisis, celebrity, corporate communications, government and public affairs, fashion |
| Services | Publicity, brand-building and marketing |
| Revenue | US$11,061,338 (2009), 7.2% from 2008 |
| Employees | 69 (2010) |
| Website | 5WPR.com |
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,[1] down from thirteenth in 2009.[2] The name, 5WPR, was inspired by the five Ws: who, what, where, when, and why.[3]
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Founded in 2003 by Ronn Torossian, 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".[3] 5WPR was cited by Inc. Magazine as one of the fastest growing companies in the US in 2007[4] and 2008.[5]
In 2005, 5WPR opened a Los Angeles office. Its client base grew from three to about 50 in 2008.[3] 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.[3] By 2009, O'Dwyers ranked 5WPR as 13th-largest agency in the US.[2]
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,[6] and ninth largest travel PR agency.[7] 5WPR had sixty-nine employees in 2010.[2]
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. [8] 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.[9]
The firm has represented Russian oligarchs, including Rinat Akhmetov of the Ukraine, the richest man in Europe,[10] with a net worth of $31.1 Billion.[11] 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.[12]
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. .[13] They have also represented Israel Prime Ministers Ehud Olmert and Prime Minister Benyamin Netanyahu. [14] The agency has trained Israeli government officials for media appearances. [15] They have represented Evangelical Christian groups, including the Trinity Broadcasting Network, Christian Coalition of America, Pastor John Hagee and Benny Hinn Ministries. [16]
5WPR's portfolio has included corporate, consumer, technology, and celebrity clients such as but not limited to:
Consumer products clients have included 1800 Tequila,[17] HOLMES,[18][19] ElAl Airlines,[20] 1-800-Registry,[21][22] Gray Line and others.
Corporate clients have included Pomegranate,[23] ZIPWIRE [23] ,Jackie Robinson Foundation [24][25] , and MedCAREERS Group.[26][27]
5WPR has represented music mogul Sean "Diddy" Combs,[28] rappers Lil' Kim, Snoop Dogg, Ice Cube, among others. [29] [30] [31] 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. [32] [33]
Agriprocessors, 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.[34][35]
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."[36]