Reid-Torossian Communications formed to merge crisis comms and lobbying

NEW YORK: Morris Reid, managing director and founder of Washington, DC-based Westin Reinhart Group (WRG), and Ronn Torossian, president and CEO of 5W PR, have formed Reid-Torossian Communications, a full-service crisis communications firm.

NEW YORK: Morris Reid, managing director and founder of Washington, DC-based Westin Reinhart Group (WRG), and Ronn Torossian, president and CEO of 5W PR, have formed Reid-Torossian Communications, a full-service crisis communications firm.

The company, drawing upon a number of lawyers, lobbyists, and others as consultants, plans to provide lobbying, PR, and legal counsel to global interests, national corporations, and high-profile individuals.

"We'll offer a full-service crisis plan which no other PR firm can offer," Torossian said. "As the world changes and crises happen much faster, you have to assemble a team much quicker."

Reid said it was important to recognize the "political component, pop culture component, and PR component" to crisis communications in what he called a "People magazine society."

"We're interested in executing a program that will stop the bleeding and put processes in place so they don't have to deal with this going forward," Reid said.

5W PR is currently the AOR for WRG, as well as youth marketing firm Blue Fusion, where Reid is managing director. Torossian pointed out the new firm was separate from those entities and the aforementioned relationships won't change.

"When it makes sense, we'll work together," Torossian said. "[5W] will continue to do plenty of separate crisis communications."

Reid held many positions in the Clinton/Gore administration, including director of Gore's office at the 1996 Democratic convention and deputy director of vice presidential operations for Clinton/Gore '96.

WRG, a public image and crisis management consultancy, has worked with AT&T, Citigroup, City of New Orleans, Microsoft, and Sherwin Williams

Torrosian's is currently handling crisis communications for rap artist Lil Kim, who is awaiting trial for perjury in a case where her bodyguard received a 12-year prison sentence for shooting at a rival rap artist.

5W Public Relations' clients include criminal defense attorney Ben Brafman, Bad Boy Worldwide Entertainment Group, NBA Star Jalen Rose, Seays, Two Fortune 100 Companies (EDS & Cardinal Health), The Israel Ministry of Tourism, and others.

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