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.

More than a third of consumers now begin product research with AI, not Google.

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 founded 5W in 2003 and has spent twenty-three years building it into a Top U.S. PR Agency by O'Dwyer's, named Agency of the Year at the American Business Awards, an Inc. 500 honoree, a 2026 Top Place to Work in Communications by Ragan, and a Digiday WorkLife Employer of the Year. 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 on this site.

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