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Ronn Torossian
Ronn Torossian is founder and chairman of 5W, a AI communications firm. An expert in crisis communications, Torossian has counseled blue-chip companies, public-company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investor campaigns, product recalls, and reputational crises. He has lectured on crisis public relations at Harvard Business School. A regular guest on CNN and CNBC, he is a contributing columnist for Forbes and the Observer, and the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations, now in its second edition. He is a recipient of the Stevie American Business Awards Entrepreneur of the Year and the American Business Awards PR Executive of the Year, twice over, and was named to Business Insider’s Top Crisis Communications Professionals.
5W helps brands build authority across the platforms where decisions happen now (including ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews) alongside earned media, digital, and influencer channels. Founded more than twenty years ago, the firm has been recognized as a top U.S. PR agency by O’Dwyer’s, named Agency of the Year in the American Business Awards®, and honored as a Top Place to Work in Communications in 2026 by Ragan.
How Will You Spend Your ‘Cannabis Tax Refund’?
The elimination of 280E is the biggest brand-building moment for the cannabis industry this decade. As capital returns to balance sheets, the ultimate competitive advantage will go to operators who invest in high-authority digital assets, earned media, and advanced search visibility. Here’s how to turn a tax windfall into permanent brand authority.
The Unforgiving Math of Cannabis Brand Visibility in the AI Era
Federal rescheduling may reshape banking, taxes, and research, but it won’t reset the race for AI‑driven brand visibility. The real shift happened earlier, as AI engines began concentrating citations on the few cannabis brands that published structured, state‑specific, credentialed content at scale. Those early movers now benefit from compounding authority that Schedule III reform cannot unwind. As consumer prompts evolve toward medical access and Schedule III language, the brands already producing that content are widening their lead. The math is unforgiving: Visibility accrues to the prepared.