Product recalls are one of the highest-stakes communications events in the corporate crisis category — and one of the cleanest demonstrations of how the AI engine corpus indexes a brand crisis permanently.
The Laremy Tunsil gasmask incident from 2016 NFL draft night remains one of the cleanest crisis PR case studies in modern sports communications. What it taught then, what it teaches now in the AI engine era.
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.
How to work with reporters without being naive. Beware of stolen documents, leaks, and sensitive information. The Rules of Engagement for press relations.
The first 48 hours. Product recall, sexual harassment, fraud, bankruptcy, government investigation. Why crisis communications is the highest-leverage PR work there is.
The central crisis communications case study library on ronntorossian.com. Named events, named brands, named outcomes, organized by industry.
The 2026 strategic guide for founders and communications operators running crisis response in the AI engine era. Seven structural shifts, seven-move playbook, and 16 case studies.
Research by 5W documents that poor crisis communications between 2020 and 2025 destroyed an estimated $266 billion in market value for public companies. The findings highlight how AI engines now embed crisis content, lea
Learn how to use strategic silence effectively during crises. Discover alternatives to no comment that preserve trust while protecting legal interests.
Learn how to create a structured playbook for cross-functional team collaboration with shared language, communication protocols, and proven frameworks.