Four Questions To Ask About Your PR Strategy

Staying ahead of the game in PR means making sure you your strategy is fresh, relevant and in sync with your brand’s values. Living in a world of a hyperactive news cycle means that this is harder than ever. As PR professionals, we need to constant ask ourselves whether our PR strategy is up to date with things like technology and your company’s evolving personality. Being able to clearly articulate your company’s values and products is key to being in the driver’s seat when it comes to being in charge of your company’s reputation. This doesn’t necessarily mean changing what you are doing, but it means it is important to constantly listen, prod and consider what your company is doing and how it is doing it so you are prepared. It also keeps your PR team in check regarding whether or not your messaging is resonating with your customers and audience. To stay on top of the game, here are four questions you should be asking yourself about your PR strategy:

Is your PR and marketing defined by your brand’s identity?

The most important part of your PR and marketing is to make sure your brand messaging and voice is in tune with your brand’s identity. Anything short of this and you will seem unauthentic – especially with today’s critical and engaged audience. This is something worth discussing with your team on a regular basis to make sure everyone is working towards your brand identity sets the tone for your PR and marketing.

Is there a crisis management plan?

If the answer is no, then change it! A crisis management plan is crucial to mitigating risks and responding to uneasy situations in a way that reduces the damage to your company and its reputation. A crisis plan doesn’t need to be complex and overwhelming, but it should take an honest and deep look at your vulnerabilities and the best course of actions during a crisis. Even if you do have a crisis management plan, it’s a good idea to check if it needs an update, especially if there have been changes in the market or otherwise exposing you to new vulnerabilities.

Is your influencer marketing strategy engaging your target audience?

Influencer marketing is a fast-growing approach to PR that has proven to be highly effective as it engages people with influence to talk about your brand. A recent survey in Forbes concluded 92% of consumers trust influencers over celebrities and traditional advertising. Influencers are the best kind of brand advocates who command a band of followers who respect and trust them. So, given the effect influencer marketing can have on your brand, make sure you ask yourself if the influencers you’re engaging are the right people with the right audience to take your brand to the next level.

Are you creating conversations about your brand?

Last but not least, has your PR strategy involved getting people engaged and talking about your brand. Explore outside the box to see how you can stimulate conversations about your brand and create a buzz!

Written by

Ronn Torossian

Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards.

View all articles by Ronn Torossian →

Reputation Recovery Examples: Successful Turnarounds

November 1, 2025

catering for a lifestyle event with elegant food displays

Social Media Agency

Digital Marketing Strategies for Lifestyle Events: A Guide for Success

May 28, 2025

a woman in a black dress smiling and holding a glass of champagne

Public Relations

Navigating Alcohol Advertising Regulations While Creating Impactful Campaigns

December 6, 2024

Get in touch

Let's build your next chapter.

Tell us what you're working on. A senior strategist will respond within one business day.

Email: info@5wpr.com
Phone: 212.999.5585
Offices: New York · HQ469 7th Avenue, Floor 8
New York, NY 10018
Miami100 SE 2nd Street, Floor 38
Miami, FL 33131
Tampa110 South 12th Street
Tampa, FL 33602