5W PR Admits Scam To Discredit Hechsher Tzedek, Support Agriprocessors – "Intern" Did It – Scoop Makes Gawker, Forward

My report that broke the story.

The Gawker piece: 5WPR Flacks Get So Freaking Busted Impersonating People Online.

The Forward's piece…

…follows:

Flacks for Kosher Slaughterhouse Accused of Impersonating Company’s Critics Online

A New York public relations firm representing an embattled kosher slaughterhouse is being accused of making fraudulent postings on the Internet on behalf of its client.

The postings in question were made on FailedMessiah.com, a blog that has written extensively about Agriprocessors, operator of the country’s largest kosher slaughterhouse. The operator of FailedMessiah, Shmarya Rosenberg, has been a vociferous critic of the company, which was recently the target of a federal immigration raid that resulted in the arrest of 400 workers at its plant in Postville, Iowa.

A number of comments left by visitors on FailedMessiah in recent weeks caught the attention of Rosenberg. The comments were posted using the names of other critics of Agriprocessors, but when Rosenberg investigated the source of the comments, he says he found evidence that they had come from a public relations firm in New York, 5WPR, which had been hired by Agriprocessors at about the same time that the comments began appearing. 5WPR is famous for representing hip-hop stars and Israeli politicians.

The 5WPR employee who has been handling the Agriprocessors account, Juda Engelmayer, told the Forward that he would not comment on the accusations against his firm, which were made today by Rosenberg on FailedMessiah. Soon after Engelmayer declined to comment, the CEO of 5WPR, Ronn Torossian, called the Forward to say that the company was doing an internal investigation to determine whether the postings had, in fact, come from 5WPR.

Torossian said he did not know when the investigation would be complete but added, “I have complete confidence in knowing that my account team who runs these accounts did not make these posts.”
Torossian also said that Rosenberg has been a long-time opponent of 5WPR and that the current allegations are “clearly his agenda against my firm.”

Rosenberg, a Minnesota-based blogger, has extensively covered and criticized the ups and downs of Agriprocessors and 5WPR over the past few years. When Agriprocessors hired 5WPR, a spokesman for the kosher meat company said that 5WPR would help confront negative attention that the company was receiving on the Internet.

Rosenberg said he first noticed unusual comments posted on his blog around four weeks ago. In a few cases, Rosenberg said the comments caught his eye because some seemed out of character for critics of Agriprocessors.

Rosenberg began collecting the number that associates a comment with a specific Internet user — the IP address — and when he did a reverse search on the dozens of comments, he says, all of them appeared to come from computers at 5WPR. Rosenberg laid out the graphic evidence of his investigation on his blog.
“I realized what was happening and I just let it go, because I thought it would be interesting to see how long they kept it up and see if they would do anything else stupid,” Rosenberg said.

Two of the postings in question were made in the name of Rabbi Morris Allen, a prominent critic of Agriprocessors and the founder of the Conservative movement’s Hekhsher Tzedek initiative, which is attempting to create ethical standards for the production of kosher food. The first of the comments purporting to come from Allen appeared with his name misspelled. The second, which was made midday on July 9, came at the same time that Allen was presiding over the funeral of his aunt in Omaha, Neb.

Both comments were in response to a blog post by Rosenberg about the decision by an Orthodox Jewish group to end a boycott of Agriprocessors. The comment made it appear that Allen was gloating over the move by another critic of Agriprocessors.

“This doesn’t rile us,” the comment said. “This is a cause. Agriprocessors is the drive for us.”
Allen told the Forward that the postings left him concerned for his safety and for the reputation of Hekhsher Tzedek.

“I’m increasingly concerned about my own safety because if you begin to engage in this kind of behavior, I just wonder where it ends,” he said.

A spokesman for the Hekhsher Tzedek said that the group is planning to take legal action against whoever made the fraudulent comments. On FailedMessiah, Rosenberg said that the fraud was likely a “federal crime.”
Paul Levy, an attorney at the Public Citizen Litigation Group, said that the success of any legal action would depend largely on state law and on whether the comments were defamatory.

Corrections:

1. "Rosenberg said he first noticed unusual comments posted on his blog around four weeks ago. In a few cases, Rosenberg said the comments caught his eye because some seemed out of character for critics of Agriprocessors."

That would be supporters of Agriprocessors. I told this to Lana Gersten, and I also told her it was only in the last two days, when 5W started leaving comments in the names of Agriprocessors critics, that I moved to expose 5W. (I'm told the switch to critics from supporters was an editing error, not Lana Gersten's error, and it has been corrected in a new piece.)

2. CEO of 5WPR, Ronn Torossian "said that Rosenberg has been a long-time opponent of 5WPR and that the current allegations are “clearly his agenda against my firm.” Please. 5W represented Le Marais during the controversy last year and, as anyone can see by reading this blog, I supported Le Marais.

5W also represented the big Israel 60th anniversary concerts this year, which I also supported.

The only time I have ever clashed with 5W is over Agriprocessors, which would limit my "long-time" opposition to about three weeks, the approximate length of time 5W has been working for Agriprocessors.

In other words, Ronn Torossian is mistaken or lying.

Without knowing what 5W would say to the Forward, I showed Lana Gersten the first two comments that came from 5W's IP. They are comments in support of the Israel at 60 concerts, months before the ICE raid on Agriprocessors. Here's my post promoting the concerts. It's dated February 28, 2008, 2 1/2 months before the ICE raid on Agriprocessors.

I told her I promoted that concert and had also supported Le Marais, another 5W client. And I told her Juda Engelmayer, the 5W VP handling the Agriprocessors account was a nice guy and that I felt badly about having to do something that would hurt his business.

None of that is in the piece, and the Forward didn't ask me to respond to Torossian's allegation.

3. Late yesterday afternoon, I spoke with a contrite Juda Engelmayer, 5W's VP, who told me an unpaid intern left the comments and that intern – who he has so far refused to name – was fired yesterday afternoon.

Engelmayer said, "It's no one's fault but our own. We give people too much leeway."

That may be true. But the first two 5W sockpuppet comments were left February 28, 2008 – well before any summer interns were working at 5W. The next comments begin on June 17, 2008 – which seems to be the day 5W took the Agriprocessors account. (Details here.)

At that time, Menachem Lubinsky, Agriprocessors other PR flack, said 5W's role would be defined this way:

"Menachem Lubinksy, CEO of the kosher industry consulting firm Lubicom and a spokesman for Agriprocessors, told the Forward that he expected 5W to deal with negative publicity and blogs. Asked to confirm this, Engelmayer said 5W’s role is still undefined."

It seems Lubinsky was right.

Here is what 5W did, as explained by Wikipedia.

Gawker piece in PDF:

5WPR_ 5WPR Flacks Get So Freaking Busted Impersonating People Online.pdf

Forward piece in PDF:

Flacks for Kosher Slaughterhouse Accused of Impersonating Company’s Critics Online - Forward.com".pdf

Gawker on 5W's CEO, Ronn Torossian.

Previous Post.

Comments

[Stephen Mendelsohn]

BS"D

5W claims it cannot name it's "crisis clients" -- but we know at least one, and in this case, they did not "think first and do second," as they claim.

http://www.5wpr.com/practice/crisis.cfm

We specialize in issues and crisis management for companies or individuals facing a crisis, or unanticipated difficulties in the marketplace, whether product recalls or rumors. We have worked on countless complex issues, responding within minutes. From IPO's to business and personal litigation, product recalls, trade disputes, environmental problems, warranty and product liability claims, sexual harassment and sexual discrimination cases, labor issues, criminal indictments, and a variety of sensitive political issues, both domestically and internationally.

The firm has represented both large and small companies, as well as politicians and high-profile individuals. We are known for being very aggressive and achieving the results our clients desire - Whether accurate press coverage, or none at all.

We’re Fast. When crisis hits, minutes are money. When your reputation and financial worth are tanking, speed is all we know.

We’re Mindful. Although we’re moving fast, we’re mindful of our every move. We understand the reason why a crisis is called a “defining moment” – and for this reason we ‘think’ first, and ‘do’ second; always.

For confidentiality reasons, our crisis clients cannot be named.

[michelle]

B"H

Great Job!

[Michael]

They did it on VIN (Voz Iz Neias)too. In fact, I think they used the same quotes from the same "people" as on FM.

For Example, this is just one of the comments from VIN item titled "Morris Allen And His Hekhsher Tzedek Idea Have No Credibility" from 7/8

Rabbi Morris Allan Says:
comments - arrow The fact that Uri L'Tzedek bowed out of this fight means nothing.

Clearly Uri L'Tzedek's motivations were not the same as ours. We're going to pursue this relentlessly, tirelessly. They can hire ten more compliance individuals, more PR firms and lawyers, but we know what we have to do.

"Hekhsher Tzedek is not in this for the short haul - we have a goal, and that is to make sure that Tzedek is on kosher foods all over the country.

This doesn't rile us. This is a cause. Agriprocessors is the drive for us."

# Rabbi Morris Allen Says:
comments - arrow We care 100% about starting a kosher standard of our own. It has been controlled by orthodoxy and look what happens. Tzedek is the answer. You'll all see this some day.

# TO: Morris Allen Says:
comments - arrow Doing gay commitment ceremonies is a moral transgression of your own. First clean house.

We're sick and tired of your kvetching! You want a piece of the multi-billion dollar industry and I can't blame you for trying but enough already!!

The only thing that your efforts will cause is the suffering of families that are already struggling to pay for kosher food.

07-08-2008 - 5:50 PM"

Sorry for the cutting and pasting, but I think I've proven my point.

Juda, you got lots of "splaining" to do!!!

[steve]

Other blogs that were targeted were: VIN, The Jewish Week, and the JTA.

http://www.vosizneias.com/17868/2008/07/08/new-york-morris-allen-and-his-hekhsher-tzedek-idea-have-no-credibility/

http://blog.thejewishweek.com/post/A_Rabbis_World__You_Are_What_You_Eat.html

http://blogs.jta.org/telegraph/2008/06/24/501/bbyo-to-steer-clear-of-rubashkins/

[John K. Diamond]

So, maybe, some Jewish folks at 5W can join their like-minded brethren (Rubashkins, OU folks and others) in prison.

It's important that they be held at the same place and in sufficient numbers, so they can have daily minyans, etc. - so they can't claim or sue that their religious rights have been violated.

And let's not forget the daily diet of greens, beans, (Kosher bread & Challah) and (Shabbat/Yom Tov) wine.

[Applicant for 5W Intern Vacancy]

What a relief this incompetent intern has been fired! Just because this person was left totally alone and unsupervised to handle the PR for a huge client like Agriprocessors does not give them an excuse to act in such an irresponsible manner.

What a relief this person has been fired! 5W once again shows its professionalism and integrity by so deftly handling this unfortunate misunderstanding. I applaud all involved. It's a bright new day for 5W and Agriprocessors. Now, why don't we all just move forward and forget all about this harmless little misadventure?

[bernice]

The Chinese (AGRI-Sponsored $30,000 a pop) say the 5W is: We don't care about
Wabbis
Webbetzins
Workers
Wipped throats
Working conditions

Every one affiliated with Agri turns out to be dishonest,

Evade the real question,

Stretch the truth,

Deviate,

Fib at times,

Misinform,

Misrepresent,

Exaggerate,

Falsify,

Deceive (when in a bind),

Equivocate,

Prevaricate,

BUT HE WILL NEVER LIE OUTRIGHT-unless he has no choice.

[steve]

Rebbitizin Bernice,

Welcome aboard!

[bernice]

Why Webetzin Bernice?

[John K. Diamond]

Hi Bernice,

I believe Steve was giving you an honorary title for standing up for the "Honor and Glory" of G-d's Torah.

[jewishwhistleblower]

PR firm accused of impersonating rabbi
http://www.jta.org/cgi-bin/iowa/breaking/109420.html
...
"Rosenberg reported that the two fake comments were posted Tuesday from an Internet address linked to 5WPR, the public relations firm representing Agriprocessors. On the same day, a third comment by someone claiming to be Allen was left on a JTA article about Agriprocessors."
...

[steve]

Michael Siegel, a Chicago rabbi and the national co-chair of Hekhsher Tzedek, said he has sought legal advice.

"We are going to pursue all avenues," Siegel told JTA. "This is just a terrible statement on so many levels that we've come to something like this in the Jewish community. I don't know how much lower we can go in this whole thing."

They have gone lower and they will continue to go lower.

[state of the Jews]

I think they are in the sub-basement and digging as fast as they can.

[steve]

Why Webetzin Bernice?

https://www.blogger.com/comment.g?blogID=20776591&postID=2512194618943081035

Yudels response:When & others realized that Rabbi Weismandel will-

He may at times; Distort the issue, Evade the real question, Stretch the truth, Deviate, Fib at times,
Misinform, Misrepresent, Exaggerate, Falsify, Deceive (when in a bind), Equivocate, Prevaricate,
HE WILL LIE OUTRIGHT.

I was the only one who was willing to go public. The reason I must go public on this is as follows; Rabbi Weismandels response to my question "what's going to keep you straight in Kashrus and not be bitten by the dollar?
Rabbi Weismanels response to me was "isn't that your job (keeping) us in kashrus straight"?

http://failedmessiah.typepad.com/failed_messiahcom/2005/01/was_rabbi_shain.html

Apparently, Rav Pam felt that Rav Yehuda Shain qualified to be his inhouse kashrus consultant.

I remain,

Bernice Shain

Posted by: Shmarya | January 05, 2005 at 08:45 PM

Either it's Rav Yudel's wife or an avid fan with the same name that plagiarizes him almost word for word. Either way, welcome aboard!

[John K. Diamond]

[I think they are in the sub-basement and digging as fast as they can.]

If were are really lucky, they will dig themselves right into some prison, saving the taxpayers a bundle of money.

[DK]

JTA breaking News story -- carried on the scroll of virtually every American Jewish newspaper's site in the country. 5W wanted to get PR, well, the got it.

http://www.jta.org/cgi-bin/iowa/breaking/109420.html

[Carol Ann Varley]

Who supervised this intern, Bill Clinton?

5WPR should hire a public relations firm to manage its own crisis.

[steve]

Notice there is no post about this on VIN. Meanwhile, they have posted several times defending Rubashkin and attacking Rabbi Allen and Uri Lzedek. The 5W trolls posted comments several times there, including the same "Rabbi Morris Allan" post. How much do you think Rubashkin is paying them?

[state of the Jews]

Was the intern wearing a blue dress?

[state of the Jews]

I was expecting YWN to acknowledge the arrest of the two supervisors at Agri last week but they haven't done so. In fact, their coverage of Agri has been a bit thin lately. Hmm, wonder why.

[Yochanan Lavie]

SOJ writes of an intern with a blue dress. Here I go again (apologies: Mitch Ryder & Detroit Wheels)

Fees, fees, high, high, oy vey, frum
Look at Monica now, here she comes
Wearin' her shul hat and sheitl to match
She's got phony email and a paycheck that's fat
Spoofin' Tzedek Hechsher and makin' fun of ya
She's got a brand new job with the firm 5W
She's the intern with the blue dress, blue dress, blue dress,
Intern with the blue dress on
Intern with the blue dress, blue dress, blue dress,
Intern with the blue dress on

Socket puppet for her client, the Rubbishcan
Got to be the finest flack in the land
She walks real cool, once caught Bill's eye
She's got such good B.S. that money can buy
Not too clever, she's not too phat
She's a Bart Simpson wannabe and that is that
She's the intern with the PR mess, PR mess up, PR mess up,
Intern with the blue dress on
Intern with the blue dress, blue dress, blue dress,
Intern with the blue dress on

Good golly, Miss Monica
You like kosher meat
Good golly, Miss Monica
You like kosher meat
While you're lyin' and impersonatin'
Your credibility is beat
From the 1990's she was out of sight
Used to see Miss Monica at the House of White
Good golly, Miss Monica
How mighty will fall
Like your Rubbishcan client
The DA will give you a call
(medley)