Q&A with DiGennaro’s Chief Content Officer Laura Petrecca: Content, The Authority Studio and Human Insight

With The Authority Studio by DGC officially launched, we sat down with award-winning journalist and DGC Chief Content Officer Laura Petrecca to learn more about her move to agency life and dive deeper into her perspective on content, AI, and what we should expect from The Authority Studio.

Scroll to read more…

Q: You had a long career as a journalist, then ran your own content strategy and consulting business. What gets you excited about leading content at DGC? 

This role is exciting on multiple levels. I get to work closely with Sam (DiGennaro) – someone I’ve known for almost 30 years – and with the incredible DGC team I’ve worked alongside as a consultant to the agency. I love helping clients find their voice and share their insights. We call it thought leadership – but what it comes down to is people sharing their lived experiences to benefit others. The idea of helping those messages reach the right audience is truly meaningful to me.

Q: For those who haven’t heard about it yet, what exactly is The Authority Studio?

The Authority Studio is DGC’s new offering designed to help executives and brands elevate their presence and build long-term authority. We combine strategy and storytelling, taking a journalistic approach to uncover the most compelling insights and turning them into powerful thought leadership concepts. We then map out the best platforms to amplify those ideas, ranging from LinkedIn posts to podcasts to fully developed books.

Q: Why launch The Authority Studio now?

AI has made it easier than ever to produce content, but not necessarily meaningful content. We’re all inundated with material, and much of it blends into a sea of sameness. To truly stand out, executives and brands need to share distinctive ideas and perspectives, presented in ways that reflect their unique voice and expertise, and also engage their desired audience.

And while it pains me to say this as someone who spent most of my career in newsrooms, as traditional media outlets shrink, executives need new ways to share their thought leadership beyond contributed op-eds or bylined articles. The upside is that there are more opportunities than ever to create ownable content—through podcasts, Substack newsletters, website blogs, and even fully developed books.

Q: How does your team approach content creation differently?

We think like journalists, not marketers. Our team is made up of seasoned editors, writers, and strategists who know how to ask the tough questions, challenge assumptions, and find the story that matters. Every piece of content we create is rooted in strategy and editorial rigor. We’re focused on substance over volume.

Q: There’s a lot of talk about AI in content creation. How does it fit into your work?

AI is an incredible tool, but it’s just that, a tool. We use it to handle research and streamline processes, so our team can focus on what AI can’t do, which is apply judgment, empathy, and creativity. The real value and differentiation come from human insight, and that’s what drives everything we produce.