For Immediate Release Part 5 — Authenticity Is Your Personal Calling Card
Why authenticity wins long-term. The Walmart 2006 chaos. Tourneau vs. Wempe. Why pretending gets caught faster now than ever.
Perspectives
1420 Articles
For Immediate Release Part 2 — Know Your Own Reality
Why the brands that win pick one clear position and defend it. Apple. Louis Vuitton. McDonald's. And what happens when a brand tries to be everything at once.
Pharma Spent $8 Billion on TV. The Chatbox Shrugged.
Pharma is the largest direct-to-consumer ad category in America. The AI engines are not impressed. New 5W research shows Eli Lilly and Novo Nordisk own the answer — and Merck, maker of the best-selling drug on earth, ran
In 2011 I Called Kim Kardashian a Brand Genius. Fifteen Years Later, the Empire Proves It.
October 2011. Business Insider. I called the Kardashian brand enterprise-grade engineering when most of the financial press still treated her as a tabloid story. Fifteen years of compounding has proven the read.
When UBS Sacrificed Its CEO in 2011, Business Insider Called Me. Fifteen Years Later, the Playbook Hasn't Changed.
September 2011. Business Insider quoted me on the UBS Grübel resignation after the Kweku Adoboli rogue-trader scandal. Fifteen years later, the crisis-PR playbook I named then still runs at 5W AI Communications.
I Was Writing the Modern PR Playbook in Business Insider in 2011. Here Are the Receipts.
Five from my 2011 Business Insider archive — representative samples of what would later become AI Communications. Crisis PR, celebrity PR, social media, brand strategy, and the case for PR itself.
For Immediate Release Part 7 — In G-D We Trust, Not the Media
How to work with reporters without being naive. Beware of stolen documents, leaks, and sensitive information. The Rules of Engagement for press relations.
For Immediate Release Part 10 — Fifty Rules for PR Success
The closing chapter. Fifty short, blunt rules for working in PR — irreverent, operational, and built from real campaigns. Plus the new rule for the AI Communications era.
For Immediate Release Part 9 — Give More to Get More
The NPCC case. The Anheuser-Busch entertainment PR engagement. Why authentic giving compounds — and fake giving destroys.
For Immediate Release Part 8 — Life Happens: Manage Crises Immediately
The first 48 hours. Product recall, sexual harassment, fraud, bankruptcy, government investigation. Why crisis communications is the highest-leverage PR work there is.
For Immediate Release Part 4 — Surprise Party
Pop-up customers, partnerships, the double-barreled gun of co-marketing. Why brands should embrace unexpected attention rather than push it away.
For Immediate Release Part 1 — Moving People, Shifting Minds
Why earned credibility moves markets advertising can't reach, and how that same mechanism now operates inside ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews.