Perspectives

Press release format, updated for the AI era: numbers-first leads, standalone facts, consistent naming, and a full template you can use today.

Twelve real PR crises, ten from our own case files and two classic ones, each with the one specific lesson it teaches. No theory, just what happened.

How to build a media list that gets responses: define the beat, verify bylines, track fields, and prune it every quarter.

How to write an AI press release: using AI to draft faster, where it falls short, and how to structure releases so ChatGPT and Perplexity can cite them.

What a knowledge panel is, how Google builds one from structured data and Wikidata, how to claim and fix it, and why AI chatbots draw on it too.

How to optimize for Google AI Overviews: structured data, direct-answer subheadings, topical ranking, freshness, and a citation checklist.

This is not another university ranking. My firm just published the first benchmark of AI production capacity — a new category, a reproducible methodology, and a coherent measurement framework for the AI-answer economy.

Newsjacking, from a 23-year PR veteran: the Oreo and Arby’s wins, the Kenneth Cole and DiGiorno failures, and the line brands can’t cross.

How I run founder-led marketing after 23 years under my own name: why founders now outperform brand accounts, and what to publish versus delegate.

Tracy Nguyen Romulus, now Chief Communications Officer of SKIMS, rose from a Craigslist ad hire to leading communications for a $5 billion brand. Her journey began at 5W Public Relations, where she quickly demonstrated a

AI concentrates twice — at the metro level and at the university level. The 5W AI City Index and the 5W AI Higher Education Index measure both. Where they agree, where they diverge, and what the divergences diagnose.