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.
The January 2014 HBO Girls TCA press tour exchange between Lena Dunham, Judd Apatow, and journalist Tim Molloy became a frequently-referenced case in entertainment press-tour management. The question, the response, and what modern press-tour preparation hardened into.
Ronn Torossian founded 5W in 2003 with five employees. Twenty-three years later, the firm operates as 5W AI Communications — Top U.S. PR Agency by O'Dwyer's, Agency of the Year at the American Business Awards. The operating arc from 2003 founding to 2026 AI Communications reset.
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.”
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.
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.