It's an exciting time to be in the communications industry as technology and innovation change how users think about and discover brands. At 5W, we’re approaching this change by continually thinking about what communications can do and how it can help our clients.
We were recently recognized as one of the top agencies shaping the future of marketing and communications by inclusion in The PR Net 100 for 2026, and we're proud of our position. The PR Net annually recognizes the best agencies in the communications industry based on their creative efforts, ability to positively affect their clients and communities, innovative uses of new technologies, and overall positive influence.
This recognition comes at an important time for 5W. With over 20 years of history dating back to 2003, 5W was founded on bold ideas, strong storytelling, and successful communication programs that produce measurable results. While that foundation has stood for years, it continues to expand to meet the growing number of communication channels available to businesses today. Today, brands have new ways to be discovered and perceived by their target audiences through earned media, influencers, social platforms, digital channels, and AI-based discovery methods.
According to The PR Net, its 2026 Profile on 5W describes the agency's growth into three major markets—Tampa, Miami, and New York City—and the agency's use of Generative Engine Optimization (GEO), which combines traditional public relations strategy with AI-driven optimization techniques. Unlike other agencies that treat AI as a separate practice area, 5W embeds AI visibility into every aspect of our communications strategy so that when AI models search for information about a company or individual, the resulting content and messaging reflect their desired image and goals.
Conversations around 5W's leadership team equally reflect the growth of AI-based discovery mechanisms. Recently, 5W's focus has largely centered on exploring the relationship between public relations and artificial intelligence (AI). This includes developing research projects on popular AI models such as ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. Research findings in this space have contributed to the ongoing conversation surrounding AI visibility and the future of communications.
Last week, the 5W Team attended The PR Net 100 Awards Banquet in New York City, and it provided another reminder that although technology and media continue to grow and change, the principles of effective communications remain constant: know your audience, develop a relevant and compelling message, create topics worthy of discussion, and measure success.
Our inclusion in The PR Net 100 reflects our ongoing evolution in how we think about public relations, marketing, media, and AI, while maintaining the same entrepreneurial spirit that has defined 5W for over two decades.
Pictured from left to right (Gabriella Valez, Leigh Ann Ambrosi, Matt Caiola, Robert Ford and Erica Kirwin)
Here’s to the work, the team behind that work, our clients, and the next chapter of communications.
