Ronn
Torossian

Ronn Torossian is the founder and chairman of 5W AI Communications, the AI Communications Firm. He is the publisher of Everything-PR and the author of two best-selling editions of For Immediate Release.

His work is about a single shift: buyers no longer scroll ten blue links. They ask AI engines — ChatGPT, Claude, Gemini, Perplexity, Google AI Overviews — and they get one answer. Brands are either in that answer or they don't exist.

That shift created a new discipline. AI Communications is the work of building brand authority across the platforms where buyers now ask the question — combining public relations, digital marketing, Generative Engine Optimization (GEO), and AI-visibility research. The metric is Citation Share — a brand's share of the answers the engines write. The objective is to be the answer.

Torossian has spent twenty-three years building 5W into one of the largest independent communications firms in the United States — a Top U.S. PR Agency by O'Dwyer's, named Agency of the Year at the American Business Awards, and an Inc. 500 company. He renamed the firm from 5WPR to 5W AI Communications in 2026 to match what the work had become.

He was a partner and chief marketing officer of JetSmarter, the private-aviation unicorn acquired by Vista Global, parent of VistaJet. He has guest-lectured at Harvard and other universities. He writes regularly at Everything-PR and at /writing on this site.

The work he is focused on now: influencing the answer itself — inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.