Perspectives

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.

The campaigner is the senior operator who runs coordinated PR, GEO, paid, regulatory, and reputation campaigns. The seat every modern CEO needs — and most do not yet know they need.

Today I published six AI Citation Share scorecards. Eighteen of the world's largest consumer brands. 4,500 audits across ChatGPT, Claude, Gemini, Perplexity, Google AIO. The brands buyers know are not always the brands t

The 2026 strategic guide to brand strategy in the AI engine era. How to build consumer and B2B brands that ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews cite as the category answer.