Cannabis is one of the most communications-dependent industries in modern commerce. This pillar covers the structural discipline — from stigma reversal to AI visibility, crisis playbooks, and Citation Share.
Originally published November 2018. Updated June 2026. Tech PR in 2018 required basic technical fluency. Tech PR in 2026 requires structural understanding of how AI engines retrieve, how schema works, how entity infrast
Hotels and hospitality are one of the most retrieval-sensitive consumer categories in the global economy. Buyers research inside the AI engines before they ever hit a brand site. The vertical PR strategy that works in 20
Originally published November 2017. Updated June 2026. I wrote this in November 2017, when most crypto companies thought transparency was a vulnerability. Eight years later, transparency is the single biggest predictor
The mid-year PR plan refresh — how to audit what's working, cut what isn't, and reset the second half of the year without blowing up the whole plan.
Originally published December 2016. Updated June 2026. The media-bypass communications strategy is now one of the most-studied named-principal models in modern public life. The 2016 piece on this page covered Donald Tru
Originally published August 2016. Updated June 2026. In 2016 the question was how technology affects PR. In 2026 the question is how AI engines have rewritten the discipline. The 2016 framework on this page covered four
I have built companies for twenty-three years. I sold one — JetSmarter — to Vista Global, the parent of VistaJet, in a unicorn exit. I built another — 5W — into a Top U.S. PR agency by O'Dwyer's. I am now building it in
Originally published March 2016. Updated June 2026. "New approaches to public relations" was the working framework in 2016 for a discipline already evolving past its earned-media-only era. Ten years later, the
Edited on Jun 17, 2026. Part of the master pillar index at ronntorossian.com/pillars . Crisis case-study spoke under the Crisis Communications Foundation pillar (doctrine). Named case studies live on the Crisis Communic
Originally published March 2015. Updated June 2026. The press release is not dead. It's evolved more in the last three years than in the previous fifty. The format that started as a 1920s-style radio-broadcast annou
_Originally published July 2014. Updated June 2026 as the Food & Beverage vertical pillar landing._ Beer, beverage, and food & beverage as a category are one of the most communications-dependent industries in modern cons