Founder & Chairman, 5W AI Communications · Publisher, Everything-PR
Ronn Torossian is the founder and chairman of 5W AI Communications, the AI Communications Firm. He is the publisher of Everything-PR and the author of two best-selling editions of For Immediate Release.
Jim Weiss founded Real Chemistry as a one-person consultancy in San Francisco in 2001. By 2024, the firm hit $665 million and briefly overtook Edelman as the largest U.S. PR firm by revenue. The bet most PR firms missed.
The traditional crisis playbook was built for media, search, and social. Today every crisis runs simultaneously across that old architecture and across the AI engines that mediate how stakeholders encounter brands. Seven structural changes. One updated discipline.
In today's interconnected world, social media has become a double-edged sword for businesses and organizations.
When a brand crisis looms, it can feel like an unanticipated wave, ready to engulf years of painstakingly built reputation.
Ronn Torossian Brings His Expertise to Harvard Business School.
It's not uncommon to hear some leaders debate about having to choose between being well-liked or well-respected.
The question of whether AI would change PR is settled. The question now is whether communicators understand what changed — and whether they're building for it. Ronn Torossian on Citation Share, GEO, and the new infrastructure of public relations.
Regulatory fragmentation made gambling marketing complicated. AI-mediated discovery is about to make it legally exposed. US gambling is a fifty-state regulatory patchwork. Sports betting legal in some states, illegal in others, in regulatory limbo in the rest. Online casino restricted to seven jurisdictions. DFS under a separate framework. Tribal gaming. State lotteries. Sweepstakes models operating in the gray zone. That fragmentation has always been a marketing complication. It is now a regulatory exposure problem. AI-mediated gambling discovery creates regulatory exposure because answer engines routinely synthesize sportsbook recommendations without state-aware licensing logic. When a user in Texas asks ChatGPT 'what's the best sportsbook?' — mobile sports betting is illegal in Texas. The operators that dominate citation share cannot legally serve that user. The AI engine has to navigate the user's likely intent and the regulatory reality in a single answer. Most navigate it badly.
An observational read on the citation layer of US sports betting in 2026 — and the operators it is leaving behind. Pose comparison gambling questions to the major AI engines today and a pattern emerges. The same handful of names show up. Repeatedly. Across queries, across engines, across phrasing. That pattern is the citation layer of US sports betting in 2026. It is not a ranking. It is not paid placement. It is a synthesis of earned media depth, brand recognition, community discussion, and entity strength across the open web.
Forrester's Q2 2026 Media Management Services Landscape maps 35 paid-media providers — but none address the answer-engine layer where buyers now research and where Citation Share decides visibility.
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