Good Humans PR marks three years by choosing relationships over robots
While the agency is deploying AI behind the scenes, it's not doing so in place of people.
Melbourne-based boutique agency Good Humans PR has marked its third year in business with significant team growth, expanding from a solo operation to a seven-person agency while continuing to prioritise relationship-led communications over volume-driven output.
The milestone comes as the PR industry grapples with increasing pressure to produce content at speed, alongside rapid adoption of AI tools across agencies.
People-first model supported by AI
Rather than replacing people with AI, Good Humans PR has taken a different approach, integrating AI into administrative processes to free up time for deeper client and media relationships.
Director Remy Chancerel said the agency’s growth reflects shifting client expectations.
“As some agencies turn to AI as a replacement for their team, we see the pendulum swinging the other way. Clients want more than just copy and content. They want advice, confidence and counsel from someone they trust,” Chancerel said.
“Providing that extra layer of confidence has always been at the heart of what we do, and how we show up.”
He added that remaining intentionally small has been a deliberate choice.
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“We’re intentionally small and nimble, and now we have AI to help reduce the intensive admin good PRs always face, essentially allowing us to be evermore present and connected with clients and media, in ways agencies have not been able to do for years,” Chancerel said
From solo consultancy to growing team
Chancerel founded Good Humans PR at the end of 2022 after nearly a decade managing campaigns for organisations including Michael Cassel Group, National Gallery of Victoria and Disney Theatrical Group.
The agency was launched in response to growing demand for communications work that prioritised relevance and depth over sheer output.
The team began to scale in 2023 with the appointment of former Museums Victoria senior communications manager Brigitte Gebbie, who now serves as head of publicity.
Gebbie leads the agency’s publicists, including Emma Christie (publicist), Gemma McManus (publicity coordinator) and Lilli De Nardi (publicity assistant), supported by long-time business administration consultant Fleur Michael.
Expanding into social, influencer and creator work
As client needs have evolved, Good Humans PR has also expanded its service offering, applying its media relations approach to creator content and influencer campaigns.
This has included the appointment of Charlotte McKenzie as social, content and influencer assistant, with further hires expected to be announced.
“Our growth continues to be in direct response to an increased demand for our approach to PR and comms,” Chancerel said.
“That has now extended into our social, influencer and content work. We’re constantly challenging ourselves on how the PR industry can innovate, show value, and how we ultimately show up to support our clients in an increasingly tech-focused world.”
Main Image: Brigitte Gebbie, Remy Chancerel, Emma Christie, Lilli De Nardi, Charlotte McKenzie, Gemma McManus and Fleur Michael.
