Building Brand Gravity: Attracting People Into Your Orbit
G&S Communications
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How Agencies Can Close the Strategy vs. Reality Gap
What separates integrated communications and public relations agencies that grow from those that stall? Part of the answer lies where strategy meets serendipity and where chance favors those that are prepared. Anne Green sits down with Michael Lasky, chair of the public relations practice at Davis+Gilbert, to unpack the gap between aspiration and execution found in D+G’s 13th Annual Public Relations Industry Trends Report. They dig into the push toward AI enablement inside agencies, from practices and policy to risk and ethics, and why training may have over-rotated toward technology while fundamentals like business development, financial management, and cross-team collaboration lag. Michael explains the “donut effect” in performance, with small and very large firms outpacing the middle in 2025, and how focus and specialization fuel profit. They also get practical on pricing models and the shift from vendor to counselor that will be increasingly critical moving forward. In this episode: Michael’s three top takeaways from this year’s research: AI governance, neglected areas of training, and the role of long-term incentive programsWhy specialization and focus are outperforming the generalists, and what the “donut effect” says about performance across different types / sizes of firmsWhy it’s essential to talk with clients about AI strategy, usage, contracts, and ROI before procurement callsContinued evolution in pricing strategies and why better success metrics are critical to aligning value and outcomes
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