In-house PR for Facebook can be a lucrative gig. It’s also one of the toughest PR jobs in the tech sector, especially over the past year or so. Facebook has been in the news the next thing to constantly, and not because everyone seems to love their service and use it multiple times every day.

Instead, Facebook has faced questions about user privacy, account security, proliferating fake news, and abetting foreign “bad actors” looking to influence U.S. politics. This latter issue has forced Facebook founder Mark Zuckerberg to spend a good deal of time over the past year answering questions before congress.

Now, the news out of San Francisco is that two of Facebook’s top PR leaders are leaving the company, stepping down while the social media giant is still in the throes of turmoil thanks to the repeated public relations trouble.

Caryn Marooney quit last Wednesday, resigning her position leading Facebook’s communications group after eight years working for the company. About the same time, it was confirmed that Facebook VP of Global Communications, Debbie Frost, is also leaving the company. Frost confirmed these reports but also said company leadership had been aware for some time.

At least publicly, the splits seems amicable. Marooney told the press that she plans to “work with (Zuckerberg) on finding a replacement for her position.

On her way out the door, Marooney offered this: “It’s time to get back to my roots… (though) I have more faith in Facebook than ever… There is so much good happening on Facebook and the entire family of apps every day. And for our challenges — we have plans in place and the right people working on them.”

A very positive and complimentary message from a person headed out the door. That led some to wonder if, just maybe, Marooney was laying it on a bit too thick. Were there some issues inside Facebook’s communications department? If they have the right people and plans in place, the narrative went, why is Marooney leaving? And why is Frost moving on now, if she’s had this in mind for some time.

For Marooney, there was a possible clue, at least for the critics and speculators. In her departure message, she mentioned Nick Clegg, saying that, now that he’s “settled in” as the head of global affairs and communications, the time was right to move on. Not much to go on, but plenty to start the speculation train moving faster along the tracks.

For Facebook, though, the big question is, with these changes, what direction will their public image go next?

Ronn Torossian is the CEO and Founder of 5WPR.

Ronn Torossian
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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.