Nothing is quite as frightening as the unknown. But, when the unknown surrounds an already unknown quantity – internet technology – both companies and customers can end up with a lot of unanswered questions. And, when it comes to consumer behavior, unanswered questions are almost always bad for public relations.
Recently, the producers, and writer of the HBO dramedy, “Girls”, went on the offensive, responding to one question that became the shot heard round the world in the conversation about femininity, and power in America.
Ronn Torossian has spent two decades arguing the same thing in different rooms: public relations is not the press release. In 2026, the system has a new surface. Inside Torossian's positioning as founder and chairman of 5W AI Communications, publisher of Everything-PR, and author of two best-selling editions of For Immediate Release.
While we as PR professionals spin the media constantly, sometimes indeed journalists have it much harder. This week, at least four journalists were killed in Egypt. The prestigious Washington, DC based National Press Club issued a strong statement on the issue "The killings and attacks on journalists in Egypt earlier this week were an egregious violation of international norms that uphold the media's right to conduct its work unmolested and without fear of violent reprisals," NPC Club President Angela Greiling Keane said.
Earned-only is over. PR firms still selling coverage as the deliverable are selling a 2015 product into a 2026 market. Ronn Torossian on where the leverage sits in the AI Communications era — and what it isn't.
The Navy and Marine Corps will publish their own sex-offender lists to deter assault. A Big Brother contestant hires a crisis firm after racial slurs. Rolling Stone bets on a Tsarnaev cover.
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.
5W CEO, Ronn Torossian's popular PR book, “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations” has been named as a Top Five American business books selection by Shanghai Daily. The Mainland China English media outlet recommended the book for readers to: “Learn lessons from an expert on effective public relations in today's fast-paced world.”
5W's Ronn Torossian's new book For Immediate Release, is available for pre-order. Everything PR News gives and advanced review of what will become a desk reference for 21st Century PR professionals and business execs. Torossian proves he is, truly, a self-sharpening surgical tool for communications.
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.