The world public relations operates in has been rewritten by generative AI. Millions of megaphones shape opinions - and now large language models curate them.
Conversations are initiated by humans, amplified by AI, and grow wings of their own.
The AI Communications Firm
ABOUT 5W
5W builds brand authority where decisions now happen - across ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
Founded more than 20 years ago, 5W combines public relations, digital marketing, Generative Engine Optimization (GEO), and proprietary AI visibility research to help clients measure and grow their presence in AI-driven buyer research. 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 by Ragan.
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We are united by a common DNA, a family of talented, bright, energized, and motivated people, committed to making an impact.
Whether you are an experienced PR professional or just starting out in the industry, we are always on the lookout for superstars looking for great public relations and social media jobs to join 5W. If you are sharp, resourceful, hardworking, and creative and are looking for a career where you can develop skills and thrive, we want to meet you.
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Manifesto
Perceptions are created, shaped, and amplified across AI platforms, search, social, and earned media - often before a brand knows the conversation has started.
Legendary brands lose ground to challengers that show up in AI answers. New brands hijack imaginations, redefine categories, and own the prompt.
5W has grown and flourished in this environment of dizzying change. Succeeding in the AI era requires new skills, new measurement, and a hunger for adaptation.
At 5W we take no comfort in processes that mask an absence of results.
We attract and retain people who aren't satisfied by the mere act of coping with change, but want to create tomorrow.
This comes cascading down from the top of our organization, and is propelled upward from every employee.
5W is named for the five enduring principles of effective communication. They still apply - but in the AI era, we reinvent them for ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
Who
There is no longer a single “who”. There are humans and AI models, and both must be influenced. Buyers research through ChatGPT and Perplexity before they ever reach a sales call.
What
The single message is dead. AI models stitch answers from many sources. A calibrated messaging architecture across earned, owned, and AI-readable content is non-negotiable.
When
Technology plus message development lets us time releases for human cycles and AI training cycles. When the model learns about you matters as much as when the press does.
Where
Never have there been so many wheres. Earned, social, influencer, paid, search - and now ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. Each platform demands bespoke messaging.
Why
Every audience - human and machine - is hyper-conscious of motivation. The why drives innovation, behavior, citation, and ultimately, meaning.
5W works with challenger brands and Goliaths alike - Goliaths aware of the unique stresses of the AI era, who recognize the unique partners they require at their side.
5W is 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 by Ragan. PR is about relations with the public - and as publics now include AI models, 5W adapts.
Getting here required new skills - earned media that AI models cite, GEO that earns presence in AI answers, and proprietary research that measures it.