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The rise of AI has had major implications for how it will impact our society in the future. But in the comms world, AI stands to have practical implications for workflows, from assistance in editing copy to creating media lists.
In the latest edition of our “AI Helped Me” series, we spoke with Greg Matusky, founder and CEO of Gregory FCA. Matusky discussed how he began incorporating AI into his work, his journey of AI learning, and more.
Sean Devlin: Could you tell us a little about how you first started interacting with AI in your role, and how it’s evolved?
Greg Matusky: My AI journey started about four years ago when my engineer son warned me that our firm was facing an existential threat —that machines would soon rival human capabilities. That candid conversation spurred us to build our first internal AI platform dedicated to PR. With the launch of ChatGPT in November 2022, we quickly shifted platforms and adapted them to our use, based on two years of pre-ChatGPT runup. Since then, my role has been to evangelize AI across our organization, fundamentally reshaping our workflow to deliver superior results for clients more efficiently.
What’s something about AI that you think communicators need to be talking about but aren’t discussing enough?
GM: Communicators often overlook the transformative nature of AI beyond mere content creation. AI is fundamentally altering our workflows and redefining our roles. I frequently attend AI conferences and observe that communicators underestimate how advanced AI has become in the last two years. Viewing AI simply as a “tool” limits its true potential. We must confront the reality that AI will not only automate many traditional tasks but also outperform humans in numerous areas. The critical conversation we need to have is about how our roles must evolve and how we can leverage AI to elevate our strategic value by letting it excel at the tasks it handles best.
When you first started using AI, how did you educate yourself on how to use it?
GM: When I first explored AI four years ago — well before ChatGPT — I educated myself primarily through curiosity and hands-on experimentation. I invested considerable personal time exploring its capabilities and limitations. Additionally, I connected with leading experts and thought leaders on platforms like X and LinkedIn, carefully studying their techniques and engaging with their insights.
Greg Matusky, founder and CEO of Gregory FCA
Beyond this, I listened to specialized podcasts, studied academic journals and attended technical AI conferences — not just those focused on communication but deep, technical, machine-learning events — to build a profound understanding beyond surface-level applications.
How exactly does AI factor into your role?Â
GM: In my role, AI integration has become central. I championed AI adoption throughout our firm, personally leading initial training efforts. I addressed skepticism head-on, established clear policies, secured necessary licenses, and actively encouraged experimentation. Celebrating successful AI use cases reinforced positive change. Today, AI isn’t merely an option — it is our first consideration in every task we undertake.
Those processes include:
- Newsprint.com: An automated executive briefing and media monitoring tool we beta-tested and now utilize for most clients. Each morning, clients receive a highly customized, prioritized email summary that includes news coverage, reporter names, and actionable “newsjacking” ideas.
- CrisisCalm: An internally developed crisis communication platform enabling secure, proactive entry of essential client information (via RAG), including crisis team members, likely scenarios, transparency guidelines, and legal considerations. When an issue emerges, CrisisCalm instantly generates a comprehensive crisis communication plan, drafts documents, facilitates team collaboration, and seamlessly tracks revisions.
- Voice of the Client: To establish the precise market-facing voice a client desires, we use an AI-driven self-testing app. Subject matter experts review writing samples from world-class authors and select the style that best matches their preferred voice. This chosen style is then integrated into RAG, ensuring all automated communications authentically echo the client’s preferred tone.
- MediaTrainingAI: This innovative app develops client-specific talking points and records simulated aggressive interviews. It analyzes client responses in real-time, identifying deviations from prescribed messaging. The AI then creates two articles: one reflecting the actual recorded interview and another demonstrating how coverage could have improved if the client adhered strictly to their talking points.
- NewsjackAI: An intelligent app that reviews recent news relevant to clients, analyzes key themes, and identifies coverage gaps. Based on its insights, NewsjackAI recommends strategic angles for clients to contribute fresh perspectives and automatically generates compelling media pitches targeting overlooked aspects in current news reporting.
Have you seen any changes to your workflow or customer/stakeholder satisfaction since you’ve begun using AI and automation?Â
GM: Recently, we reviewed our first year of comprehensive AI implementation, and the results were compelling. Productivity, measured as revenue per employee, rose by 13.3%. More surprisingly, client attrition fell by 34%, and employee retention improved dramatically, increasing by 54%. While we expected productivity gains, the substantial improvements in client and employee retention exceeded our expectations. Clients remain loyal because AI significantly enhances the quality of our deliverables. Employees report higher satisfaction as AI empowers them to exceed expectations, enhance their professional self-esteem and improve work-life balance by enabling greater productivity during standard work hours.
Do you have a big prediction for AI usage in the next few years?
GM: Looking ahead, my bold prediction is that communicators who secure their seats at the strategic table will master AI in increasingly sophisticated ways. New generations of AI models, capable of reasoning and deep research, will transform communicators into analysts and expert researchers who tackle complex problems. In this new landscape, storytelling and natural language proficiency will unlock deep insights and innovative solutions. Who is better suited to navigate this transformative shift than those trained in articulating compelling narratives?Â
Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.