Perspectives

Ronn Torossian on the Angelina Jolie brand — why celebrity name decisions are brand decisions, and the three commercial entities the marriage to Brad Pitt put in play.

Celebrity publicity used to run on access. The publicist controlled the interview. The magazine controlled the cover. The audience consumed what the gatekeepers approved. That entire system is being disintermediated by

The NFL draft is upon us with lots of decisions to be made by players and teams. A lot of fans are trying to predict what is going to happen but sometimes it's just not possible. Many of you like to place bets on these d

Originally published: April 25, 2012 · Updated: June 16, 2026 The original April 2012 post argued that Goldman Sachs was running an institutional crisis it was structurally not equipped to handle. The triggers in that w

Originally published April 2012. Fully rewritten June 16, 2026 for the AI Communications era. Ten living communicators who actually move opinion, shape culture, and shift markets — most of them named principals I have wr

Ze’ev Jabotinsky , a great Jewish leader had the following great quote: “A newspaper is a grand thing,” Jabotinsky wrote in 1932. “There is no labor of higher worth than that of the journalist, whether he writes instruc

Edited on Jun 17, 2026. Part of the master pillar index at ronntorossian.com/pillars . Strategic playbook spoke under the Crisis Communications doctrine pillar . Named case studies live on the Crisis Communications Case

Excerpt from For Immediate Release Chapter 6 — the 24/7 rolling press conference, everyone is in PR now, and why getting out in front matters more than ever.

Book excerpt from For Immediate Release Chapter 5 — the Tourneau vs. Wempe case study on authenticity, brand voice, and why language is identity.

Originally published March 2012. Updated June 2026. Landing an op-ed in The New York Times in 2012 was the closest thing public relations had to a coronation. Halley's Comet, as the original 2012 piece on this URL p

The premise of the question is dated. The substance of it isn't. The framing — liberal agency, conservative agency, can one spin for the other — assumed an industry that doesn't exist anymore. Most modern agencies work a

Originally published: March 13, 2012 · Updated: June 16, 2026 The March 2012 post stacked three quick cases against a single thesis: good PR cannot fix a bad product. The receipts in 2012 were Atlantic City's struggling