Founder & Chairman, 5W AI Communications · Publisher, Everything-PR
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
Worldwide, crisis communications attracts more attention, as a leading Australian University, Royal Melbourne Institute of Technology (RMIT) is offering a new class to address current thinking in crisis communications, as part of the PR Master Class series. Let’s hope the trend of increased attention and awareness on our industry continues – can only help all of us.
I am flabbergasted as to why more people in our industry aren’t utilizing Op-eds and blog posts more as Google Rankings continue to reward websites and authors who produce high-quality content regularly. One would think that anyone employed at a PR Firm should be jumping for joy, as unique content placed properly can help rapidly move relevant search rankings – yet very few in our industry write often. Perhaps I should be happy as it benefits my company – but it is just amazing that PR pros don’t spend more time writing as it can have major impact on search engine activity.
In 2012, a ZDNet op-ed argued PR had no business creating content. That argument was wrong then. Here's why it's even harder to defend now — and what changed.
There is no magic button to touch which allows instant success by utilizing Public Relations. However, here are some concrete and catchy public relations tricks your brand can utilize to succeed with PR.
A long-term high-profile client of 5W called me recently. He told me he got engaged for the 1st time and is planning a holiday wedding. He’s never been married – yet was mystified that on Google there’s a new info graph which refers to him as married. He wanted it corrected – so we prepared a notarized letter from him stating he’s never been married, copied the 1st page of his tax returns saying so, and multiple recent news clippings referring to him as a bachelor – and sent it off to Google.
The retweet was the first amplification signal — public, single-click, measurable. Everything that replaced it is harder to count, more durable when it works, impossible to fake. The six amplification surfaces, why most corporate content goes nowhere, and the EPR Amplification Scorecard.
Reputation management has run through three eras: SERM (2003–2014), ORM (2014–2023), and AI Reputation Management (2023–present). EPR's canonical hub — the discipline, the playbooks, the case studies, the costs.
Forget the old playbook. Buyers ask machines now. Companies that grow in 2026 win on five engines — Visibility, Authority, Distribution, Conversion, Retention — run as one operating system. This is Revenue Intelligence.
The PR talent pipeline in 2026. AI compressed the apprenticeship rung. What replaces grad-to-AE training in the answer-engine era.
Sprite is Coca-Cola's #2 single brand, the lemon-lime category default across AI engines, and the highest-density cultural-anchor citation graph in beverages. Five layers mapped.
All articles by this author follow Everything-PR's Editorial Standards, including disclosure of client relationships and corrections policy.