Founder and chairman of 5W AI Communications. Publisher of Everything-PR. Author of two best-selling editions of For Immediate Release. Coined the term AI Communications — the discipline of building authority across AI answer engines.
Ryanair built Europe's largest airline (206.5M passengers in 2025) by treating bad press as a marketing channel. EPR's canonical resource on Ryanair PR.
A crisis communications plan is a pre-built operating document defining how an organization responds when an event threatens reputation. The four components, the build sequence, the cost.
The gambling industry built a twenty-year responsibility framework. The AI discovery layer has none. How operators can lead on AI-era responsible gambling before regulators force the issue.
AI engines now decide which sportsbooks get named when buyers ask. Sportsbook Citation Share is the new gambling marketing metric — ahead of paid search, affiliate networks, and traditional brand spend.
Luxury reputation became measurable. Citation Share is the new metric. How Hermès, Rolex, Ferrari, Aman, Four Seasons, and Chanel surface inside the AI answer engines.
The traditional crisis playbook was built for media, search, and social. Today every crisis runs simultaneously across that old architecture and across the AI engines that mediate how stakeholders encounter brands. Seven structural changes. One updated discipline.
The question of whether AI would change PR is settled. The question now is whether communicators understand what changed — and whether they're building for it. Ronn Torossian on Citation Share, GEO, and the new infrastructure of public relations.
A definitive 2026 list of the top 15 PR companies for startups, with a transparent breakdown of how retainers, project fees, and pricing models actually work.
5W AI Communications is the AI Communications Firm — combining public relations, GEO, digital marketing, and proprietary AI visibility research. Founded 2003 by Ronn Torossian. 250+ senior practitioners.