What it means to be a product-driven communications firm
Orchestra launched two years ago with a straightforward pitch: the media landscape has fundamentally changed, and companies need a communications partner built for the new reality. That meant bringing earned media, content, SEO, influencer strategy, paid, creative, and public affairs under one roof.
But it turns out that the real unlock — the thing that turns a collection of talented specialists into something genuinely new — is galvanizing those capabilities toward a singular problem. That's why we started a Product organization at Orchestra.
Laying the foundation
When I took on the role of Chief Product Officer a year ago, the mandate was making "One Orchestra" operational, not just aspirational. That work is ongoing. But the revelation that has overtaken everything else has been the sheer pace of AI advancement. AI will soon perform a large portion of the tasks we do today — faster, cheaper, and often better.
That's not a threat if you're prepared. But preparation has a prerequisite: you can only automate what you've standardized. You can only plug AI into a workflow that actually exists. Which means building products — codifying how we deliver, creating shared standards, making our best approaches repeatable — isn't just an operational improvement. It's the precondition for everything that comes next.
We spent much of 2025 laying that foundation: building our AI infrastructure, equipping teams with enterprise-grade tools and training, and, just as importantly, building a culture that's AI-forward rather than AI-cautious. Now we’re moving to the harder and more exciting part: embedding AI into how Orchestra actually delivers for clients.
What we're building
We're building in three areas that reinforce each other:
- First, intelligence infrastructure: systems that capture data from hundreds of client engagements — media coverage, audience behavior, campaign performance — and turn it into a knowledge base that compounds with every engagement.
- Second, integrated delivery: the playbooks, shared standards, and measurement frameworks that make coordinated, multichannel work consistent and repeatable, not dependent on ad-hoc senior coordination.
- Third, AI and automation, with a disciplined sequence: standardize a process, then automate it. Every automated workflow generates structured data that feeds the intelligence systems, which inform better playbooks, which enable better automation. The whole system gets smarter over time.
That logic isn't theoretical. It's already producing results.
Prompt Fuel 360: Integration in action
Our Answer Engine Optimization offering, Prompt Fuel 360, is a good example of what this model looks like when it works.
Generative AI platforms like ChatGPT are increasingly where people begin researching a brand, product, or category. How a brand shows up there — or whether it surfaces at all — has become a real business problem.
No single discipline can solve this. Visibility in AI-driven discovery requires earned media, technical SEO, owned content, influencer engagement, and analytics working in concert. Prompt Fuel 360 coordinates all of these into one framework. Since the fall, it’s been active across consumer and B2B engagements, delivering measurable gains in AI search visibility.
It's unmistakably a product, not a project: defined, repeatable, with a measurement framework that lets different teams deliver it consistently. And that's how we intend to build everything going forward.
Growing the team
Scaling this work requires dedicated leadership. So Tiffany Darmetko is joining me as Head of Innovation.
As Managing Director of Integrated Strategy & Services at Inkhouse, Tiffany spent years bringing content, creative, social, and PR into coordinated programs that drove significant agency growth and client results. She played a central role in developing Prompt Fuel 360 and co-leads our internal AI training. In her new role, she'll identify high-performing approaches across our teams, translate them into repeatable standards, and integrate AI where it meaningfully improves outcomes.
(We also have an open role for an Account Director, Product. Please reach out if you’re interested!)
What comes next
The Product organization exists to make Orchestra's integration structural. We're building the intelligence systems, delivery frameworks, and tools that turn breadth of expertise into a compounding advantage, one that strengthens with every engagement and dataset.
We're just getting started. And we're moving fast.
