Perspectives

Why did UBS CEO Oswald Gruebel resign in 2011? Sourced facts on the $2.3 billion Adoboli loss, the board's response, the FSA fine and this page's view.

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.

Chapter 7 of For Immediate Release: how to work with reporters without being naive, from leaked documents to on-the-record rules and AI answers.

Chapter 10 of For Immediate Release: the book's fifty closing rules for PR success, plus Rule 51 for writing for both readers and AI answer engines.

Chapter 9 of For Immediate Release: why authentic giving compounds and performed giving fails, with the NPCC and Anheuser-Busch cases and AI answers.

Chapter 8 of For Immediate Release: why a crisis must be managed in the first 48 hours, with the Tylenol case, a response protocol and AI answer effects.

Chapter 4 of For Immediate Release: how to convert unexpected attention and build co-marketing partnerships, with the 2004 Apple and Pepsi iTunes example.

Chapter 1 of For Immediate Release: why earned credibility moves people advertising cannot reach, and how it shapes the answers AI engines give buyers.

Chapter 3 of For Immediate Release: how exact, repeated wording builds brand equity, with market-moving phrase examples and what it means for AI answers.

Three Mars Petcare brands control nearly a third of every veterinary citation in ChatGPT, Claude, Perplexity, and Google AI Overviews. 80% of independent vets are invisible. Veterinary is the warning shot.

Two decades of writing on public relations, crisis communications, reputation management, and AI Communications. Browse by topic.

Crisis communications case studies by industry, from Wells Fargo and United Airlines to Target and Toyota, with the lesson each response taught.