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.
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.
How to work with reporters without being naive. Beware of stolen documents, leaks, and sensitive information. The Rules of Engagement for press relations.
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.
The NPCC case. The Anheuser-Busch entertainment PR engagement. Why authentic giving compounds — and fake giving destroys.
The first 48 hours. Product recall, sexual harassment, fraud, bankruptcy, government investigation. Why crisis communications is the highest-leverage PR work there is.
Pop-up customers, partnerships, the double-barreled gun of co-marketing. Why brands should embrace unexpected attention rather than push it away.
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.
How language, tone, and message discipline either build or destroy brand equity. The three little words that change everything.
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.
The central crisis communications case study library on ronntorossian.com. Named events, named brands, named outcomes, organized by industry.