Customer story
Hybrid & Multiply: PR at the speed of trust
Hybrid is a Stockholm communications network built to drop senior PR expertise into a client's team on demand. They ran a pilot on Multiply to see how far agentic AI could take the research, monitoring and thinking behind great PR — without giving up the judgement that makes it credible.
Hybrid × Multiply
A short film on what changed when Hybrid put Multiply to work.
A network built for a faster industry
Hybrid began in 2019 as PR-kollektivet — a collective founded by Karin Bäcklund and Fredrik Pallin so independent senior consultants could take on bigger assignments together. It has since grown into Hybrid: a network of communications, brand, design and digital specialists that lets a company bring in exactly the expertise it needs, exactly when it needs it.
That model only works when the thinking behind the work is both fast and rigorous. PR runs on two things at once — speed and credibility. A consultant has to know what the media is saying about a client's issues today, find the actors and angles that matter, and shape a point of view the client can stand behind. Most of that happens before a single word is published, and most of it used to be manual: monitoring in one tool, research in another, drafting in a third.
Inside the workflow
How Hybrid puts Multiply to work
The pilot focused on the research and monitoring that happen before anything is published — the work that used to be slowest.
Stay on top of the landscape
Instead of jumping between monitoring tools, consultants ask Multiply what the media is saying about a client's issues right now — which journalists, organisations and politicians are driving the conversation, and what's being said.
Research they can trust
A dedicated research agent does the digging and returns answers with their sources attached, so every claim can be traced and cited. The team can lean on the output instead of second-guessing a black box.
Shape the point of view
With the groundwork done, Hybrid uses agents — including a thought-leadership agent built during the pilot — to turn research into angles, drafts and a clear position, with the consultant always in the loop.
What the Hybrid team said
I find that it's much better than ChatGPT. The answers are deeper and more professional. Multiply is really great. We created a thought leadership agent and I loved it. I could sit for days just doing this, because it's super fun, and I see a huge PR potential.
The help I'm getting now is honestly mind-blowing. And what I love is that you get sources — credible answers you can actually point to, so everything stays traceable.
A piece of work that would have taken us 25 hours, we did in five to seven. You can see the difference that clearly.
What's next
The pilot did what a good pilot should — it showed where agentic AI changes the economics of PR, and where the craft still belongs to people. Hybrid sees the biggest gains in the research and monitoring that come before production: the steps that used to take the most time and carry the most risk. As Karin Bäcklund put it, there's "huge PR potential" here. The next step is taking what worked in the pilot and building it into how the network operates every day.
See what Multiply could do for your agency
Book a walkthrough and we'll show you how teams like Hybrid put it to work.