Grey Horse

We are a communication firm

We are a communication firm

We have big ideas, bold plans, and a commitment to equality.

If you do too, let’s get to work.

Services

Grey Horse is a full service firm with a wide range of practice areas. We know that’s a very broad statement, so let’s break it down with some real-life examples. Full service means we handle everything from big picture strategy (crafting your key messages, voice, and ethos) to the nitty-gritty details (building your VIP guest list for the launch party, writing your tweets) and everything in between (getting you an interview in the New York Times). As for our practice areas, you’ll find a list of them below.

  • Public Relations
  • Audience Engagement
  • Personal Branding
  • Live Events
  • Web Development
  • Social Media
  • Crisis Communications
  • Brand Design
  • Content Creation
  • Media Training

Process

In this business, everyone loves to collaborate. We do, too! Listening–and asking questions–helps us pinpoint your unique needs and tailor the perfect plan for you. At the same time, we understand that you hire us to provide skills and expertise that are outside of your scope, and sometimes you just want to sit back and let the experts do their thing. The pace of a project, and the roles everyone plays, is in constant motion. With Grey Horse, one thing is consistent though – we always keep you in the loop.

  • Full internal audit
  • Competitive analysis
  • Onboarding interviews
  • Strategic plan
  • Asset development
  • Campaign execution
  • Daily real-time communication
  • Scheduled calls + meetings
  • Regular analytics reports
  • Evaluation + adjustments

Works

The Opposite of Hate

Throwing a gala at the Guggenheim

Called the “party of the year” by Cosmopolitan’s Laura Brounstein, this 500 person gala was one of the most ambitious book launch events in recent memory. Held in partnership with brands like Tinder, Lifetime, and Hint Water, it marked the release of CNN commentator Sally Kohn’s first book.

The gala was hosted at the iconic Guggenheim Museum in New York and attended by media luminaries like Katie Couric and London. The Resistance Revival Chorus, made famous by their politically-charged performance at the Women’s March, headlined the evening’s entertainment.

Co-hosted by Shonda Rhimes and Katy Perry, the event was held to benefit the Leadership Conference on Civil and Human Rights.

Highlights

Over $250,000 in sponsorship money raised

Co-hosted by Katy Perry and Shonda Rhimes

Called “party of the year” by Cosmopolitan

Services

Live Events

Audience Engagement

Smith Mullin

Protecting those who tell the truth

One of America’s leading legal firms had a delicate situation: a prominent client was filing a lawsuit against her employer, placing her in the center of a highly contentious public conversation. Grey Horse provided digital security to safeguard the client’s data, and trained her in crisis messaging on social media. We developed an engagement strategy that minimized her legal exposure while allowing her to speak out with confidence against injustice.

Highlights

1.8 billion media impressions

50+ pieces of earned media coverage

Services

Crisis Communications

Social Media

United Nations

Training digital world ambassadors

The United Nations needed a way to streamline and standardize its social media posting practices across 100 channels in 8 languages. Grey Horse led a series of in-house workshops for over 20 UN social media specialists, helping them develop formalized guidelines and best practices for their respective platforms.

Workshop participants reported dramatic boosts in confidence dealing with daily routines as well as high-pressure situations.

Highlights

Managing nearly 100 channels (in 8 languages)

Optimized response times for breaking events

Services

Social Media

Audience Engagement

Gretchen Carlson

Sparking the #MeToo revolution

Award-winning author, journalist, and advocate Gretchen Carlson (Center Street) wanted her new book Be Fierce to launch a movement against sexual harassment in the workplace, both in real life and online.

Grey Horse took Gretchen’s impressions-per-day from around 100,000 into the millions. In less than three months, Gretchen increased her Twitter audience by more than 20%. Our team also designed and created a custom personal website to showcase Gretchen’s accomplishments. In addition, we provided event planning for Gretchen’s book launch party, and crafted the messaging and delivery for Gretchen’s TED Talk.

These efforts helped Be Fierce reach the best sellers lists of both the New York Times and Amazon.com. Shortly thereafter, Gretchen was named chairwoman of the Miss America Foundation.

Highlights

20,000+ new Twitter followers

New York Times bestseller

Named Chairwoman of Miss America

Services

Public Relations

Personal Branding

Live Events

Web Development

Social Media

MIT Technology Review

Making science tech feel like magic

This 117-year old magazine needed fresh ways to appeal to a younger audience of online readers. Grey Horse led a series of workshops that trained staff in engagement techniques and maximizing social media reach. We also provided strategic guidance in developing a series of podcasts, videos, and digital communities to reach audiences with content beyond traditional text-based articles.

Highlights

3x increase in Twitter engagement rates

Named one of the best scientific content creators by Synthego

Services

Content Creation

Audience Engagement

Social Media

Al Jazeera English

Speaking out in the Arab Spring

Al Jazeera English was looking for ways to attract new social media followers (and get more engagement from their current fans). Grey Horse helped them create “The Stream,” the first show to broadcast breaking news on social media.

It launched on the day Osama Bin Laden was killed, and later became the go-to source of information for millions of people on the ground during the Arab Spring. It soon became one of the most decorated online news programs, being nominated for the 2011 Emmy Award for Breaking News and winning the Webby People’s Choice Award and Royal Television Society’s Most Innovative Programme in 2012.

In 2013, “The Stream” won the Online Media Awards “Best Twitter Feed Commendation” and “Outstanding Digital Team Commendation” along with the The Gracie Award for Outstanding News Talk Show.

Highlights

World’s only interview with eyewitness of Bin Laden death

Emmy Nominee for Breaking News

Royal Television Society Most Innovative Programme Award

Webby People’s Choice Award

The Gracie Award

Multiple Online Media Awards

Services

Audience Engagement

Social Media

WNYC

Launching a hit podcast

WNYC was about to launch a new podcast starring Alec Baldwin, “Here’s the Thing.” They needed help developing a digital audience and creating on-air engagement strategies.

Grey Horse created a content strategy and editorial calendar across social media platforms that enabled WNYC’s team to attract (and keep) thousands of new followers. We also led an aggressive public relations outreach campaign that led to media coverage and reviews in a wide variety of outlets.

The show quickly reached the top of the iTunes charts and remained there for years.

Highlights

3k iTunes reviews (4.5 rating)

Multi-month run at top of iTunes charts

Services

Public Relations

Audience Engagement

Social Media

Symbolia

Raising funds for visionary creators

Cofounders Erin Polgreen and Joyce Rice had an idea for a groundbreaking experiment in graphic journalism. Designed for tablets, their new magazine would offer readers a fusion of comic book-style illustrations and hard-hitting news stories.

Grey Horse helped them execute a successful Kickstarter campaign that greatly exceeded their goals. We also executed a press outreach strategy that saw Symbolia attract attention from many of the leading journalism and design publications in the U.S. and abroad.

Highlights

700 paid subscribers before launch

Critical praise in journalism and design publications

Services

Public Relations

Audience Engagement

Broadcasting Board of Governors

Telling a story with social media

This international broadcaster needed to modernize its “Voice of America” stations to appeal to new audiences in Russia and the Middle East/North Africa region.

Grey Horse trained over 40 journalists in digital strategy and brand building, and helped build a dedicated in-house audience engagement team. We also helped internal teams optimize their television and radio broadcasts to be digital-friendly, with on-air segments for social media integration.

Highlights

Over 40 journalists trained in workshops

Hit programs in Russian and Middle East/North African markets

Services

Audience Engagement

Social Media

New York Public Radio

Engaging an everywhere audience

New York Public Radio (NYPR) had over 36 radio shows and podcasts, produced both in-house and by its affiliated production companies. They needed a consistent audience development strategy for these shows across a multitude of platforms.

Grey Horse trained over 100 staff members in workshops that covered topics like analytics, audience engagement, and KPI measurement.

NYPR’s audience increased tenfold over the next two years, and earned praise for its ability to provide coverage in the midst of Hurricane Sandy.

Highlights

Audience size across platforms increased 10x in two years

Reached millions during Hurricane Sandy with vital news and updates

Services

Audience Engagement

Social Media

Content Creation

PBS Newshour

Leading a legend into the digital era

PBS Newshour had built a reputation as one of America’s most trusted broadcast institutions. But they needed to transition to a digital-based identity, while still safeguarding their journalistic standards and integrity.

Grey Horse built a comprehensive social strategy for engaging new audiences across all platforms, showcasing the client’s strengths as producers of thoughtful, high-quality video content.

PBS Newshour’s social channels saw massive month-over-month gains, culminating in an Emmy nomination for their livestream of the Deepwater Horizon oil spill in the Gulf of Mexico.

Highlights

Growth rates of 15%+ on key social platforms

Emmy nomination for coverage of BP oil spill

Services

Audience Engagement

Social Media

Newsweek

Reinventing an icon of journalism

After being acquired by upstart IBT Media, Newsweek needed to reinvent itself for the digital age. Its leadership aimed to start fresh with a revamped print edition while simultaneously attracting new readers to its online content.

Grey Horse designed an audience engagement strategy and built in-house teams to implement, training them in best practices using the company’s first-ever community guidelines. We also created a relaunch event coinciding with SXSW, which involved a car chase across Los Angeles and generated immense word-of-mouth buzz among attendees.

Highlights

Car chase across LA for SXSW event

More than 10 million views of relaunch print issue

Services

Audience Engagement

Live Events

Years of Living Dangerously

Connecting all the right players

This nine-part documentary series about climate change featured some of the brightest names in entertainment: James Cameron, Harrison Ford, and David Letterman, to name just a few.

But they needed a consistent outreach strategy to capitalize on all their star power. Grey Horse devised a plan that built relationships with over 100 publications and content platforms, in addition to developing audiences across all social platforms.

Our team also commissioned and directed a set of digital comics that helped the series (and its message) reach a vital new audience.

Highlights

Emmy Award for Outstanding Documentary or Nonfiction Series

Over 100 media placements

Services

Public Relations

Audience Engagement

Social Media

Content Creation

Feminist Fight Club

Proclaiming a manifesto in style

New York Times editor and author Jessica Bennett (HarperCollins) HarperCollins author and New York Times Technology columnist Jessica Bennett wanted to throw a ‘feminist wedding’ hailing the launch of her book, Feminist Fight Club: a venue-busting party featuring media luminaries from all over the world.

During the exclusive 450 person ‘Support Your Local Girl Gang’ event in Red Hook, Brooklyn, feminist influencers shared their support for their local girl gang on their social media accounts, and the vast majority of vendors donating product were female-owned companies from New York and Vermont. GIPHY photo booths, sponsored by Dots the game company, provided a social-friendly photo experience for attendees.

Several hundred books were eventually sold – and GIFs from the event have been viewed more than 15m times on the social media platform GIPHY.

Highlights

15 million views on GIPHY

Dozens of local sponsors

Hundreds of books sold

Services

Personal Branding

Live Events

Brand Activation

Profile

Founder

Kate Gardiner
Founder & CEO

Kate Gardiner is the founder of Grey Horse. She began her career as a traditional journalist on the Hawaiian island of Molokai, where she led some of the first experiments with social media as an audience engagement tool for publishers. Later, she was enlisted by outlets like Al Jazeera, New York Public Radio, and Newsweek to modernize their editorial and distribution strategies for the digital age. Her work led her to be named to the Forbes #30Under30 list.

Today, Kate specializes in audience engagement, brand development, and crisis communications for diverse range of clients. She’s worked with global media organizations, bestselling authors, socially conscious non-profits, and some of the world’s most powerful executives. Her team has produced major launch events, award-winning content, and digital media campaigns with billions of impressions.

A vocal feminist and social activist, Kate is a frequent speaker at conferences like SXSW and the Summit Series. She’s the founder of WJChat, the former executive director of TheLi.St, and a board member of the influencer group Advocates. She’s been named a #NextJ Fellow by the Radio, Television, and Digital News Association and a Young Leader by the National Committee for U.S.-China Relations.

Team

Grey Horse features a highly experienced team with backgrounds in journalism, public relations, design, business development, education, project management, and law. Based on the East Coast, West Coast, and Europe, we offer local expertise with international perspectives.

Our team has an extensive track record of success with a diverse array of clients. We’ve crafted award-winning publicity campaigns, led six-figure fundraising drives, and earned multiple residencies thanks to our artistic creations. Grey Horse team members have served as startup founders, magazine editors, and social media directors, to name just a few examples.

We’re firmly committed to supporting worthy social causes, and we actively participate in efforts that promote racial justice, gender equality, refugee rights, LGBTQ communities, and more. We also share a strong love of animals, except for the grosser varieties of bugs.