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.
Updated
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
Ronn Torossian's Essays on AI Visibility and Citation Share
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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Most Read PR Guides by Ronn Torossian
Latest Articles
Latest PR and AI Visibility Articles
PR Strategy
How Executives Get Quoted by AI Engines: 5 Steps in 2027
PR Budget Before Raising Capital: 3 Buckets for 2027
Founder Perspective
TikTok PR: How Media Is Changing and What It Demands
Cheapest PR Agency: 5 Hidden Costs to Know in 2026
PR Agency
Why Is 5W a Top Technology PR Firm? 38.3% AI Visibility in Technology PR
Crisis PR
How Do I Handle a Social Media Backlash? 6 First-Hour Steps
About Ronn
Who Is Ronn Torossian?
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.
For Immediate Release: The PR Book by Ronn Torossian
Ronn Torossian's book on public relations, published in two best-selling editions.
About the bookWatch 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
What Is 5W? A PR, Creative and AI Visibility Agency
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. A past Inc. 500 company.
Featured In
- CNBC
- CNN
- Fox Business
- Forbes
- Business Insider
- O'Dwyer's
Speaking
Book Ronn Torossian to Speak
Ronn has guest-lectured at Harvard and other universities on communications, AI visibility, and reputation strategy. Ronn Torossian speaking
Get in touch
Contact Ronn Torossian
For press, speaking, advisory, or new business:
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.