The personal site of
Ronn Torossian
Public relations. Reputation. The chatbox.
Ronn Torossian is the founder and chairman of 5W, a PR, creative and AI Visibility agency headquartered in Miami. He is the publisher of Everything-PR and the author of two best-selling editions of For Immediate Release. He writes about PR, reputation, and how brands get into the chatbox.
New research from Ronn Torossian
How to get into the chatbox
Your next customer is asking an AI. In Ronn Torossian's study of 396 prompts, 5W's AI visibility score was 28.8%, against 21.9% for Edelman. The report lays out the seven methods behind it.
- 5W AI visibility
- 28.8%
- Edelman AI visibility
- 21.9%
- prompts reviewed
- 396
- methods in the report
- 7
5W's analysis using Profound's tools. 396 prompts selected by 5W. Visibility scores cover Sept. 27 to Oct. 26, 2026. The full study covers Jan. 27 to Oct. 26, 2026. This is observed agency visibility, not a guarantee of client results. A citation is not a recommendation.
"PR is a mix of journalism, psychology, and lawyering."
Featured Essays
Three pieces. The full thesis.
01 · May 2026
Is Citation Share the New Market Share? What the Data Shows
Citation share measures sourcing in AI answers, not sales. What the data shows and what no study has proven yet.
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02 · May 2026
What Does ChatGPT Say About Your Brand? How to Check and Change It
How AI answers form a brand's reputation, how to check yours across platforms, and which sources change the paragraph.
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03 · May 2026
How Do Brands Get Into ChatGPT Answers? Seven Methods With Data
Seven methods that get a brand into AI answers, tested against Princeton research and 5W citation data.
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Latest Articles
From the desk.
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Why I Love Dogs: Our 25th Year as a Leading Pet PR Agency
Leadership Scandal Recovery: What Uber Changed First
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2027 4-Step Plan for Challenger Brands to Win Market Share
Seven Reputation Lessons for Business Leaders in 2027
Crisis Communication Plan Template: 10 Parts to Fill In
PR Strategy
B2B Tech Trade Press: Earn Coverage Reporters Actually Use
PR Strategy
How Long Does PR Take? Timelines by Outlet, Not Guesswork
Public Relations
5W's 25th Year: The Company That Gets You Into the Chatbox
PR Strategy
App Launch PR: Get Reporters Testing Before Launch Day
About Ronn
Founder.
Publisher.
Author.
Ronn Torossian is the founder and chairman of 5W, publisher of Everything-PR, and author of two best-selling editions of For Immediate Release.
Twenty-three years building a Top U.S. PR Agency by O'Dwyer's, named Agency of the Year at the American Business Awards. Guest lecturer at Harvard. Former CMO of JetSmarter. Now focused on helping brands get into the chatbox through 5W's AI Visibility work.
Watch Ronn Torossian
Ronn Torossian, founder and chairman of 5W, has lectured at Harvard Business School and appeared on national television. These three videos show his crisis communications teaching, his background and his current work on AI and brands. Each links to a page with more detail.
Harvard Business School crisis lecture
On March 12, 2019, Ronn Torossian lectured Harvard Business School students on crisis communications lessons, strategies and best practices.
Who is Ronn Torossian?
Ronn Torossian, author of For Immediate Release, describes what a day in the PR industry looks like.
The Brangelina effect on brands and AI
Ronn Torossian joins The Sun Showbiz on the Cited series to explain why the public took Brangelina's split so personally and what it means for brands.
The Firm
5W
5W is a PR, creative and AI Visibility agency, founded in 2003 and headquartered in Miami, with offices in New York, Miami and Tampa.
5W does its media, creative, video, social and AI visibility work in house, with proprietary technology. A Top U.S. PR Agency by O'Dwyer's. Named Agency of the Year at the American Business Awards.
Featured In
- CNBC
- CNN
- Fox Business
- Forbes
- Business Insider
- O'Dwyer's
Speaking
Available for keynotes, panels, and lectures.
Ronn has guest-lectured at Harvard and other universities on communications, AI visibility, and reputation strategy. Ronn Torossian speaking
Frequently Asked Questions
Who is Ronn Torossian?
Founder and chairman of 5W. Publisher of Everything-PR. Author of two best-selling editions of For Immediate Release.
How does a brand get into the chatbox?
By earning accurate, repeated mentions in the sources AI engines draw from. Ronn Torossian's report, How to Get Into the Chatbox, lays out seven methods.
What is AI visibility?
How often a brand appears in answers from ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.
What is 5W?
5W is a PR, creative and AI Visibility agency founded by Ronn Torossian in 2003, headquartered in Miami with offices in New York, Miami and Tampa.
What is Generative Engine Optimization (GEO)?
The practice of structuring brand authority, citations, and content so that AI engines (ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews) cite the brand inside their answers.
What is Everything-PR?
The intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Publishing since 2009. Ronn Torossian is the publisher.
Where can I read Ronn Torossian's PR guides?
On the news page, including 12 PR crisis examples and a guide to the six types of social media.
What is For Immediate Release?
Ronn Torossian's book on public relations, published in two best-selling editions.