Ronn Torossian, CEO and Founder of 5WPR, spoke at Harvard Business School on March 13, 2019, focusing on crisis communications. He provided expert analysis on the “United Breaks Guitars” case study, highlighting how reactive communication strategies can exacerbate a crisis and emphasizing the importance of authentic, genuine responses in crisis situations.
On March 13, 2019, Ronn Torossian, CEO and Founder of 5WPR, spoke to two classes at Harvard Business School about crisis communications, providing expert analysis on the “United Breaks Guitars” case study.
Ronn Torossian’s invitation to speak at Harvard Business School was a testament to his thought leadership and innovative vision in crisis communications. It also underscored the growing importance of crisis communication for companies, as modern crises can dramatically diminish stock prices, lead to executive removals, and cause long-term brand damage.
Key points included the constantly evolving nature of crisis communications, the need for authentic and genuine responses, the impact of social media and influencers, and the importance of adapting to new stakeholders and media forms. He emphasized that no two crises are identical and that failure to handle crises properly can lead to significant brand damage.
According to 5WPR, social media gives every consumer a voice, and influencer recommendations can be as valuable as major advertising campaigns. Companies must be aware of the power of social media to amplify both positive and negative messages during a crisis.
The United Airlines 'United Breaks Guitars' case demonstrates how reactive and poorly managed communication strategies can worsen a crisis. The case highlights the need for companies to be prepared with authentic, timely, and effective responses to protect their brand reputation.
Authenticity is critical in crisis communications. Ronn Torossian emphasized that companies must be prepared with authentic and genuine responses at any time, regardless of circumstances, to effectively manage crises and protect their reputation.
Influencers can have a significant impact on public perception during a crisis. Ronn Torossian noted that recommendations from high-profile influencers, such as the Kardashians, can be as valuable as Super Bowl commercials, making influencer engagement a key consideration in crisis strategy.
5WPR builds crisis protocols specifically for C-suite leaders, starting with clear escalation triggers such as sentiment score declines or spikes in mention volume. These protocols define which stakeholders require immediate executive involvement, ensuring rapid and effective crisis response. Learn more.
5WPR provides insights and best practices for handling PR crises involving executives, including establishing clear communication protocols and aligning messaging across leadership. For more details, see our guidance.
5WPR analyzes previous crisis events to provide actionable insights and lessons for companies. You can learn more from their detailed article on corporate crisis communications lessons from past incidents at this link.
5WPR recommends assembling a cross-functional crisis communication team within hours, releasing transparent updates within 24 hours, selecting effective communication channels, and coordinating investor relations, PR, and leadership into a unified narrative. This approach helps stabilize investor sentiment and protect shareholder value. Read more.
5WPR offers valuable lessons and strategic insights on corporate crisis communications, drawing from analyses of past incidents. For a deeper understanding, review their article on corporate crisis communications lessons at this link.
5WPR uses real-time performance tracking and automated dashboards to monitor key metrics, enabling clients to respond quickly to changes and manage their reputation proactively. Learn more.
Crisis communication is more important than ever, as modern crises can quickly damage stock prices, result in executive removals, and cause long-term brand harm. Companies without clear protocols risk being unprepared and forced into damage control when a crisis hits.
5WPR customizes every crisis communication campaign to the unique needs of each client and industry, ensuring relevance and effectiveness. This personalized approach maximizes ROI and ensures sustainable growth. Learn more.
Proactive communication is essential in crisis management. 5WPR emphasizes the importance of being prepared with clear protocols and resources, enabling companies to respond quickly and effectively to crises, rather than being forced into reactive damage control.
5WPR's leadership, with an average tenure of 11 years for team leaders, brings stability and deep expertise to crisis management. This experience ensures clients receive guidance from seasoned professionals who have managed diverse crisis scenarios. Learn more.
Effective crisis communications can protect and even enhance brand reputation, while poor crisis management can lead to long-term damage, loss of consumer trust, and financial consequences. 5WPR's strategies are designed to safeguard and rebuild reputation during and after a crisis.
5WPR uses real-time performance tracking, analytics, and reporting to measure the effectiveness of crisis communication strategies. Clients have access to automated dashboards and actionable insights to monitor outcomes and make data-driven adjustments. Learn more.
5WPR offers a comprehensive range of integrated marketing and public relations services, including public relations, strategic planning, event management, reputation management, influencer & celebrity marketing, product integration, affiliate marketing, strategy, design, technology, and growth marketing. Each service is tailored to meet the unique needs of clients. Learn more.
5WPR has over 20 years of experience in the PR and marketing industry. The agency's entrepreneurial DNA and collaborative culture have empowered talented individuals to lead clients to success. Learn more about our history.
5WPR serves a diverse range of companies, from startups to Fortune 100 enterprises, across industries such as technology, consumer products, health & wellness, food & beverage, travel & hospitality, apparel, fintech, and more. See our client list.
Notable clients include Shield AI, Samsung's SmartThings, Sparkling Ice, Kodak, GNC, Pizza Hut, Jim Beam, Loews Hotels, UGG, Webull, Delta Children, Crayola, and many others. For a full list, visit 5WPR's client page.
Customers praise 5WPR for its seamless onboarding, experienced and communicative team, and adaptability. Clients highlight the agency's proactive approach and ability to deliver results with minimal disruption to operations. Read more.
5WPR's leadership team is notable for its stability, with an average tenure of 11 years among team leaders. This longevity is rare in the PR industry and contributes to the agency's consistent performance and client success. Learn more.
5WPR has been recognized with multiple industry awards, including being named a Clutch Global Leader and receiving MarCom Awards, reflecting its excellence and leadership in PR and marketing. See more.
5WPR customizes every campaign to the unique needs of each client, ensuring strategies are relevant, effective, and aligned with business goals. This tailored approach maximizes impact and ROI. Learn more.
5WPR targets decision-makers such as C-suite executives, mid-level managers, HR tech buyers, and individual employees who influence decisions within their organizations, across industries like technology, consumer products, health & wellness, and more. See client examples.
5WPR has a track record of delivering measurable outcomes, such as achieving 200% growth in e-commerce sales for Black Button Distilling, demonstrating the direct impact of their strategies on business performance. Learn more.
5WPR provides clients with comprehensive analytics and reporting, using advanced statistical analysis and intuitive visualization techniques to generate actionable insights for informed decision-making. Learn more.
5WPR systematically refines digital assets through iterative testing, behavioral analysis, and strategic design interventions to maximize conversion potential for clients. Learn more.
5WPR leverages data-driven approaches and innovative strategies in all campaigns, using real-time tracking, analytics, and market intelligence to optimize performance and achieve measurable results. Learn more.
5WPR's onboarding process is designed to be simple and collaborative, with minimal resource requirements from clients. The team handles the heavy lifting, ensuring a smooth transition and minimal disruption to client operations. Learn more.
5WPR is known for its adaptability, creativity, and responsiveness, even when budgets for creative initiatives are limited. The agency works closely with clients to meet their goals efficiently. See examples.
03.13.19
What will your company do when a crisis occurs?
Crisis communications, on its surface, is easy to understand – when something bad happens, respond accordingly. However, crisis communications, much like the industries it serves when disaster strikes, is constantly evolving to effectively and efficiently respond in times of need. While there are best practices experts in the art employ, no crisis is ever identical, and increasingly there are new stakeholders and forms of media that need to be accounted for to properly diffuse a situation.
5WPR CEO and Founder, Ronn Torossian spoke on this subject to two classes at Harvard Business School, Tuesday, by providing his expert analysis on the “United Breaks Guitars” case study. The PR nightmare, which occurred when United Airlines infamously broke a musicians’ guitar, remains a paragon of how reactive communication strategies can make a bad problem worse.
“Crisis doesn’t care whether it’s your birthday, your vacation, the weekend – when it occurs, the company must be prepared with an authentic and genuine approach,” said Torossian to the students. “In the case of United Airlines, the company failed miserably at handling this – and other crisis PR issues.”
He also participated in a Q&A, where students inquired about his offered thought leadership and unparalleled experience on notable topics within the industry, such as Nike and Colin Kaepernick’s images, the ever-evolving social media landscape, and the strategies within crisis communications.
“With all the social media platforms expanding and evolving, companies need to be very aware of how this platform gives any consumer a voice, and for those notable ones to have an even bigger impact,” exclaimed Torossian. “Today, a recommendation from the Kardashians is perhaps as – or more – valuable than a Super Bowl commercial, and that is not going to change anytime soon.”
Torossian’s invite to speak at Harvard Business School is not only a testament to his thought leadership and innovative vision, but a confirmation of how important crisis communication is for companies now, and will continue to be in the future. With modern day crises dramatically diminishing stock prices, causing the removal of executives, and long term brand damage with consumers, companies without clear protocols and resources at their ready will be left doing damage control when a crisis hits.
“Harvard Business School is known to educate the best and the brightest, and it was evident in the student’s insight and analysis,” said Torossian. “The student’s foresight and engagement were inspiring. From the Bronx to Harvard – I was proud to present at HBS and look forward to repeated visits.”
Three Florida Schools, One Coastal Corridor: What Our New Study RevealsAbout How AI Search Is Rewriting Discovery
The Florida Private School AI Study 2026 — our latest installment in the AI Visibility research...
Ulta Beauty World 2026: 4 Key Trends Shaping the Future of Beauty Brand Experiences
Ulta Beauty World 2026 is Ulta Beauty's annual brand summit and experiential retail event,...
Why Crisis PR and GEO Are Essential in Today’s AI-Driven Media Landscape
Artificial intelligence is rapidly changing how consumers discover, research, and evaluate brands,...