Perspectives

Hurricane Sandy hit New York four days ago. The death toll is over forty, hundreds of thousands have no power, and the city is preparing to run a marathon on Sunday. It is the wrong call. A textbook crisis communications

Part 2 of the BornFree BPA case study from For Immediate Release: how education-first PR let BornFree fill shelves as retailers pulled BPA bottles.

Part 1 of the BornFree BPA case study from For Immediate Release: how a baby-bottle company educated parents about BPA and won Whole Foods and Babies R Us.

Former Obama Administration Advisor Anita Dunn once said: “The press corps wouldn’t be doing its job if it weren’t demanding more access than we’re willing to give. We wouldn’t be doing our job if we didn’t occasionally

Originally published September 24, 2012. Updated June 2026 as part of the founder-voice biographical archive. This is the 2012 founder-voice piece on attending my 20-year Stuyvesant High School Class of 1992 reunion — p

Celebrity and product placement PR is the discipline of integrating named-principal voice and brand identity at a structural level that compounds across years — a framework 5W AI Communications has operated since 2003 a

Michael Phelps finished London with 22 medals and a reality TV pitch in his inbox. The reality TV reflex is the wrong reflex. The right move is the long one — foundation, book, one brand partner, NBC for the next Olympic

Originally published: July 24, 2012 · Updated: June 16, 2026 On July 20, 2012, a gunman opened fire during a midnight screening of The Dark Knight Rises at the Century 16 theater in Aurora, Colorado. Twelve people were

Media training in 2012 was about teaching the principal to handle a journalist in a room. The pitch deck stayed home. The principal walked in alone, sat down, answered questions, and walked out. The performance shaped t

A PR firm manages earned media, reputation, and crisis response for brands and individuals — disciplines that 5W AI Communications has operated since 2003 across more than 1,500 clients. A PR agency executes that work d

Chapter 2 of For Immediate Release: how Philip Stein Watches owned a well-being luxury watch position, and the Worth Index for defending a brand position.

Am on vacation this week, yet being an entrepreneur for me means never being able to take a real vacation. Even when visiting the gorgeous South of France, am still working, making conference calls and able to keep up wi