Crisis Communications
May 26, 2026
AI Washing Hits Israeli Tech
Israeli tech is blaming AI for layoffs the shekel actually caused. The communications problem just started — and the credibility bill comes due later.
3 min readRead more
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 the publisher of Olam — Global Jewish Business Intelligence. He 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
Also on the web: ronntorossian.com · 5wpr.com · Olam · Amazon Author · X (@RTorossian5wpr) · LinkedIn · Forbes
Latest by Ronn Torossian
Generative Engine Optimization (GEO)
May 25, 2026
Fame Lost. Sources Won
The inaugural 5W Reputation Index reveals how AI engines describe founders of AI labs. The study shows that reputation in AI-mediated discovery tracks source bases, not fame, offering crucial lessons for founders on shaping their narratives.
3 min readRead more
Digital PR & Communications
May 25, 2026
The AI Disclosure Crisis No CMO Has War-Gamed
AI regulation is moving faster than most brands realize. State attorneys general, FTC, and the EU AI Act are accelerating enforcement. Most CMOs are unprepared. Brands without a coordinated AI disclosure posture carry unhedged regulatory exposure across multiple vectors. This article outlines key facts, applicable rules, enforcement vectors, and how to build an effective AI disclosure posture before it’s too late.
3 min readRead more
AI Communications
May 23, 2026
The AI Communications Stack
Seven layers — Identity, Authority, Earned Media, GEO, Amplification, Measurement, Defense. Skip one and the engine skips you. Citation Share is the headline metric across all seven.
3 min readRead more
AI Communications
May 23, 2026
Citation Share: The New Market Share
Citation Share is the new metric defining AI Communications, measuring an entity's presence in AI-generated answers. This article explains how It measures a brand's inclusion in AI answers across major engines, why it's replacing traditional market share, and how communications teams can use it to drive strategy and investment.
3 min readRead more
Generative AI
May 22, 2026
Letter From The Publisher: Becoming the Answer.
Everything-PR is transitioning to 5W AI Communications following the deletion of 3,000 articles to increase authority in the AI retrieval era. Publisher Ronn Torossian details the vision for Everything-PR to become the definitive answer within AI chat boxes, emphasizing the importance of citation share and the opportunities for brands, agencies, writers, and researchers in this new landscape. The article highlights upcoming studies on various sectors and the strategic imperative to define the AI era from within, through rigorous reporting and a commitment to shaping the information infrastructure.
3 min readRead more
Generative AI
May 20, 2026
AI Doesn't Recommend the Market Leader. It Recommends the Most-Cited Brand.
New 5W research across 125 brands and five industries shows the leaderboard inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews doesn't match the market. Citation share is the new market share — and the gap is wider than most executives realize.
3 min readRead more
Research
May 18, 2026
Israeli & Jewish Media — The AI Visibility Study
Every generation gets one technology that resets everything. Email reset how the world communicates. The personal computer reset how the world works. The cellphone reset where people live their lives. Artificial intelligence is the next one — and it is bigger than all three.
3 min readRead more
AI Communications
May 18, 2026
Your robots.txt File Is a Business Decision Now
The robots.txt file, once an IT housekeeping detail, is now a crucial business decision. With consumers using AI for product research, allowing AI crawlers to access your site determines whether your company appears in AI-generated answers. Blocking them, unless you're a major publisher seeking licensing deals, leads to invisibility while competitors thrive.
3 min readRead more
Insights & Strategy
May 17, 2026
The PR Industry Has Been Handed Its Next Operating System. Most of It Isn't Looking.
AI is rapidly changing the PR industry, shifting the focus from traditional placements to "Citation Share" within AI answers. This article discusses how PR professionals must adapt their strategies, expand their source maps, and understand the long-term impact of AI on crisis management and brand visibility.
3 min readRead more