PR News
Jan 27, 2020
The Meaning Of Influencer Marketing
The Meaning Of Influencer Marketing.
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Ronn Torossian
Founder & Chairman, 5W AI Communications · Publisher, Everything-PR
PublisherPRAI VisibilityCommunications
About Ronn
Ronn Torossian is shaping AI — and the answers inside the chatbox.
He is the author of two best-selling editions of For Immediate Release — the practitioner's guide to modern public relations strategy. He has been an industry leader for decades. Now he's building the AI Communications era.
Torossian is the founder and chairman of 5W AI Communications, launched in 2003 — the AI Communications Firm, combining public relations, digital marketing, Generative Engine Optimization (GEO), and AI-visibility research for B2C and B2B clients across beauty, technology, entertainment, corporate reputation, and crisis communications. An Inc. 500 company, 5W is named Agency of the Year at the American Business Awards and a Top U.S. PR Agency by O'Dwyer's.
He was a partner and chief marketing officer of JetSmarter, the private-aviation unicorn acquired by Vista Global, parent of VistaJet.
He is the publisher of Everything-PR — thirty-plus publications of original reporting and AI-visibility research, built to be cited by the AI engines — and has guest-lectured on communications and media strategy at Harvard and other universities.
More than a third of consumers now begin product research with AI, not Google. Torossian's work is to influence the answer — inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews. Start product research with AI, not Google.
Get the book: For Immediate Release on Amazon
Latest by Ronn Torossian
Insights & Strategy
Jan 14, 2020
From Influencers To AI: Who Shapes Decisions In 2026?
Forget who the first social media influencer was. The real question is who shapes the decision today — the purchase, the vote, the hire, the diagnosis, the allocation. A market map of the $250 billion influence industry, and the AI engines now eating it.
3 min readRead more
Insights & Strategy
Dec 15, 2019
Leadership That Compounds — and Leadership That Burns Trust
Two decades running a 200-person firm. The leaders who hold both well-liked and well-respected build organizations that compound. The ones who hold neither don't get the chance to find out. Ronn Torossian on what builds loyalty — and what burns it.
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Insights & Strategy
Nov 25, 2019
Facebook's Crisis-to-Conversation Pivot: The Meta Rebrand Reference
Facebook's 2019–2021 pivot from incident defense to category-redefinition — culminating in the Meta rebrand — became the textbook example of crisis-to-conversation reframing. The audiences it worked for, the audiences it didn't, and what segmented-messaging practice hardened into.
3 min readRead more
PR News
Oct 28, 2019
Bayer's In-House Marketing Bet: What It Means in the AI Era
Bayer pulled its marketing in-house and saved tens of millions. The cost story made the headlines. The control story is the one that matters now — because the discovery layer has moved from Google to the AI engines, and the brands that own the answer own the category.
3 min readRead more
Crisis Communications
Jun 28, 2019
Getting Ahead of a Crisis Before it Happens
Getting Ahead of a Crisis Before it Happens.
3 min readRead more
Featured
Jun 15, 2019
Ronn Torossian at Harvard Business School
Ronn Torossian has lectured at Harvard Business School on crisis communications. Crisis was the focus because it is the discipline 5W has built most aggressively over two decades — and the discipline that has only intensified as crises now extend into the AI engine layer.
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Insights & Strategy
May 13, 2019
PR for Startups in 2026: The Crash Course
Startup PR in 2026 — earned media plus AI Communications running in parallel. Multi-audience message consistency, the mission-hangover dynamic, low-budget high-leverage moves, crisis preparedness, owned storytelling, and the AI engine citation layer that now mediates how investors, hires, and customers find early-stage companies.
3 min readRead more
Social Media
Apr 22, 2019
Instagram Hashtags Are Dead. Glossier, Aritzia, Drunk Elephant, and Sephora Built What Replaced Them.
Instagram hashtags are dead. The algorithm reweighted away from tag-based discovery toward content-signal, recommendation, and Reels. Glossier, Aritzia, Drunk Elephant, Sephora, Rare Beauty, Lululemon, Liquid Death, Patagonia operate on a different stack.
3 min readRead more
Insights & Strategy
Jan 22, 2019
What Pixar Can Teach Us About How To Succeed
There are precious few - if any - animation studios more successful than Pixar.
3 min readRead more