Perspectives

Hire a PR agency when the work requires infrastructure you can't build in a quarter. Build in-house when you need daily content velocity. Most companies need both.

PING scores 94 out of 100 for AI visibility. Eight outlets control the entire citation infrastructure. Recommendation share is the new market share.

A press release boilerplate is the standard company description at the bottom of every release. Learn what to include, a fill-in template, and mistakes to avoid.

Unilever's Vaseline (8%), Lipton (12%), Hellmann's (8%) nearly invisible inside AI while sister brand Dove (68%) dominates. Same parent, different positioning = completely different AI visibility. Ronn Torossian on what

Unilever owns $50B in revenue. Vaseline (8%), Lipton (12%), Hellmann's (8%), Suavitel (0%)—invisible inside ChatGPT, Claude, Gemini, Perplexity, Google. Only Dove (68%) breaks through. The difference isn't product qualit

Gartner predicts PR budgets will double by 2027. 5W rebuilt the firm around this exact thesis — earned media, GEO, Citation Share, one operating model.

47 of 250 wire-distributed press releases were cited by at least one AI engine within 90 days. 203 were never retrieved. The five predictors that separate the 19% from the 81%.

See press kit examples broken down by company type, plus the six components every media kit needs and a checklist of what to include and leave out.

An AI Communications firm builds your brand's authority inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. Here's what the discipline actually is — and how it works.

A repeatable five-step method PR teams can run to test whether content earns a citation in Google AI Overviews, with placeholders for your own results.

Wells Fargo's fake-accounts scandal broke in 2016. Ten years later, the AI engines still surface it in every answer. The difference between a news-cycle crisis and an engine-cycle crisis — and what displacement publishin