PR Daily Awards 2025
Gregory retools agency model with AI and integrated teams
A multi-year program reengineered how client communications are delivered at Gregory by building integrated in-house teams for PR, content, creative services, digital marketing, investor relations and social media to ensure consistent messaging across channels.
The firm developed proprietary AI tools such as Write Release and CrisisCalm, built custom GPTs, and trained teams with frequent sessions to speed workflows, tighten messaging, reduce errors and free creative time for higher-value work.
These investments delivered measurable gains, including a 10.2% increase in productivity per employee, plus faster campaign turnaround, more precise storytelling, reduced client friction and clearer alignment with business goals.
Integrated delivery attracted new clients, broadened the roster across financial services, tech, real estate and healthcare, and supported a strategic acquisition that deepened sector expertise and enabled higher-value counsel.
Campaigns raised global awareness of AI-generated child safety issues, brought national attention to addiction research, and shaped perception of a renewable energy leader through coordinated earned and owned media placements in major outlets and trade channels.
The firm hired former journalists and analysts from top newsrooms to add newsroom instincts, ran hands-on AI training for most staff, and maintained lean, collaborative teams supported by in-house media, digital, design and strategy experts who move quickly.
Leaders amplified industry conversation with a flagship podcast and a regular newsletter that shares insights on AI and media trends, and they routinely publish playbooks to raise practice standards across the industry.
The firm also shared tools and playbooks with peers to help other teams adopt responsible, results-driven AI practices, host training and reduce barriers to modern communications workflows.
Clients reported faster delivery, clearer messaging and improved confidence in crisis moments, and they relied on consistent execution to accelerate product launches and investor conversations.
That blend of tools, talent and training reshapes how messages cut through a fractured media landscape, speeds results for clients, strengthens brand trust and raises the standard for business-driving communications.
