PRGN Presents: PR News & Views from the Public Relations Global Network

Terrie Ard returns to discuss the findings of the 2026 M.Cast™ Trends Report. She explains the importance of adopting a "futurist mindset" and looking for signals and patterns of change to anticipate what is coming next, rather than simply reacting to the present.Terrie explains the concept of the "Invisible AI Revolution," predicting that artificial intelligence will soon move from a novelty tool to transparent infrastructure, much like the internet and electricity have in the past. Because of this shift, an organization's true competitive advantage will not be the technology itself, but rather "durable skills" — distinctly human capabilities like critical thinking, empathy, and strategy.Abbie and Terrie also discuss the trend of "Verified or Vulnerable," highlighting why proving trust is a business imperative in an era of skepticism and misinformation. Terrie offers practical advice for leaders on how to use third-party validation and data transparency to earn that trust and how to apply the report’s framework to their 2026 marketing plans.Key Takeaways Think Like a Futurist: Success requires looking for patterns and implications to act on trends before they become mainstream, shifting focus from "what's now" to "what's next".The Invisible AI Revolution: We are approaching a point where AI will become "invisible" infrastructure, seamlessly embedded into business operations rather than functioning as a standalone tool.The Human Competitive Advantage: As AI becomes a commodity, the organizations that win will be those that prioritize human strengths—such as critical thinking, strategy, and authentic storytelling.Verified or Vulnerable: In an age of deepfakes and misinformation, reputation alone is not enough; brands must provide "verifiable proof" through data, certifications, and real customer testimonials to earn trust.About the Guest As Partner, President & COO, Terrie Ard leads the strategic direction and growth of Moore, a future-forward agency, including key initiatives, partnerships, and client development. With a passion for collaboration and culture building, Terrie oversees the Moore Team, boasting a 92% retention rate. Her leadership and insight have propelled the agency to achieve a remarkable 98% client retention rate, positioning it as a top 50 marketing agency nationally and top 200 globally.With 30 years of marketing and business strategy experience, Terrie has been instrumental in leading the integration of artificial intelligence into the agency's operations, client servicing, and product development, enhancing innovation and efficiency in marketing campaigns and internal processes. Terrie's expertise in corporate positioning, branding, and crisis communications, combined with her passion for innovation, has solidified her reputation as a visionary leader in the industry.A graduate of Florida State University with a bachelor’s degree in communications, Terrie is Accredited in Public Relations (APR) and a Certified Public Relations Counselor (CPRC). She has been recognized by Florida Trend as one of the top 500 most influential leaders. She is a recipient of the Florida Public Relations Association Stanley Tait Award for Leadership, the American Advertising...

Abbie Fink talks with newly appointed PRGN President Frédéric François about his vision for the Public Relations Global Network throughout his term.Frédéric shares three key initiatives: combating misinformation and disinformation, advancing digital-first strategies among PRGN member agencies, and responsibly integrating AI into our work. By aligning agency efforts towards these goals, PRGN aims to serve as both a thought leader and a proactive force driving positive change in the public relations industry.Key Takeaways Frédéric prioritizes combating fake news to preserve democracy and enhance the integrity of public relations practices.Advancing digital-first strategies allows PRGN members to position themselves as leaders in digital communication, addressing potential gaps in digital proficiency.The role of artificial intelligence in public relations is critical, with Frédéric advocating for a strategic but responsible use of AI tools.Strategic external partnerships and internal collaborations within PRGN will be crucial to implementing Frédéric’s initiatives efficiently.The 2nd annual Influence Insights survey will inform PRGN’s strategies with data collected from communication directors and industry leaders on global trends and challenges.About the Guest Frédéric François is the new president of the Public Relations Global Network and Founder and Managing Partner of Two cents, a communications agency serving the Benelux region (Belgium, the Netherlands, and Luxembourg). Based in Brussels, Frédéric leads a team that supports clients with integrated PR, content and digital marketing, media buying and event-driven communication across sectors such as exhibitions, construction, interior design, tourism and ICT.Early in his career, Frédéric served as PR assistant to Belgian Prime Minister Wilfried Martens, an experience that introduced him to high-stakes political communication and media relations. He then spent nearly a decade at Brussels Expo as an exhibition organizer, focusing on sales, marketing and public relations around major trade fairs and live events. This deep exposure to the event industry shaped his enduring passion for live communication and for creating memorable experiences that connect brands with their audiences.In 2001, Frédéric founded Advanced Fair to organize trade fairs and support clients with logistics and PR across a variety of sectors. As the agency’s PR work grew, he spun off and branded its communications arm as Two cents, which has since evolved into a full-service PR and communications agency. Today, Two cents combines press relations, content and communications management, media planning and digital marketing to help brands build visibility and reputation across the Benelux region.Alongside his agency leadership, Frédéric has a long-standing relationship with PRGN, one of the world’s leading networks of independent PR and communications firms. After serving in roles including Secretary of the network, he was elected President, succeeding Natacha Clarac and representing Two cents and the Belgian–Dutch market within PRGN’s global community. In this role he focuses on strengthening collaboration among member agencies, fostering cross-border campaigns and sharing best practices in integrated...

Gábor Jelinek, Executive Director of the Public Relations Global Network, joins us to discuss emerging trends and PRGN members' predictions for the public relations industry in 2026.Starting with a look back at last year's predictions, Gábor points out the continuities and new developments in global communications. He specifically notes the impact of AI in PR, its role in reshaping how agencies work, and its implications for measurement, crisis management, media relations, and agency operations.Gábor also talks about the importance of human authenticity, the revival of live experiences, and the impact of mergers and acquisitions, offering a comprehensive view of the challenges and opportunities in the year ahead.Key Takeaways AI continues to gain traction, moving beyond a mere tool to a strategic component in public relations, influencing media relations and crisis management.Agencies must navigate new ethical, operational, and security considerations as AI reshapes traditional practice.Despite technological shifts, the PR practitioner's role as a trusted business counselor remains pivotal to navigating uncertainty and strategic planning.As global mergers in PR create potential conflicts, opportunities arise for independent agencies to provide personalized and focused client service.About the Guest As the Executive Director of PRGN, Gábor Jelinek is the engine of the global agency network. His versatile role covers both strategic and operational assignments. Gábor is the number one support of the President and the Executive Committee of PRGN, while he often serves as the face of the network when it comes to marketing, business development or new member recruitment. At the same time he makes sure the operations of PRGN run smoothly and member needs are served and supported.With 15 years of agency management experience and ten years in business journalism prior, Gábor equally understands the factors that make agencies successful and the rapidly changing communications and media environment in which they all operate.Gábor enthusiastically seeks to learn about different cultures and people which makes PRGN his native home bringing together 40+ nationalities and people with diverse cultures and languages.More than 1,000 clients across six continents depend on the combined resources of the Public Relations Global Network to deliver targeted public relations campaigns in more than 80 markets around the world. With revenues of more than US$100 million, PRGN is among the world’s top five public relations networks. PRGN harnesses the resources of 40 independent public relations firms, 50 offices and more than 800 communications professionals to connect international companies and organizations with individual and culturally diverse markets globally.About the Hosts Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including...

"Influence is the currency of today, but also of the future." Gilbert Manirakiza, CEO of Newmark Group, discusses his experience as host of the recent PRGN conference in Nairobi, Kenya. He shares insights into the strategic planning and execution of the conference, emphasizing the importance of fostering global collaboration among public relations leaders. Gilbert and his team included voices from African companies and the local community within the conference, offering fresh perspectives to PRGN members. Topics explored include agentic AI's potential to revolutionize public relations, the intricate relationship between geopolitical tensions and brand communication strategies, and the opportunities for collaboration in Africa's travel and tourism sectors. Gilbert articulates the increasing need for adaptation and innovation in communication strategies, encouraging methods to bridge cultural and geographical gaps effectively. Additional Resources The PRGN conference in Nairobi was a platform for global public relations leaders to exchange ideas, with a focus on critical topics like AI and geopolitics. Gilbert emphasized the significance of integrating community voices and diversified perspectives, which led to compelling discussions and collaborative opportunities. Agentic AI in public relations offers both exciting prospects and challenges, requiring careful implementation and understanding. The travel and tourism sector in Africa holds immense potential if strategic collaborations are established between brands, airlines, and governments.Gilbert identifies adaptability and innovation as crucial components for the future of strategic communications, reflecting the necessity for agencies to remain agile and forward-thinking. About the Guest Gilbert Manirakiza is CEO of the Newmark Group in Nairobi, Kenya. He is a brand leadership, PR, and strategic communications expert with the added advantage of multilingual communications and localization expertise. Prior to co-founding Newmark, he worked with the United Nations, the World Bank, the World Health Organisation, the IMF, FAO, and the African Union, among other global organizations and brands, as a communications strategist to build multi-layered, multilingual, and multi-channel communications campaigns and systems. He has since lent his expertise and experience to local and global blue chips such as General Electric, Barclays Bank, the Rockefeller Foundation, and the governments of Japan, France, Dubai, and Singapore, just to name a few. In addition to providing media handling, etiquette, and public speaking training to Fortune 500 CEOs and senior executives, he has designed and moderated thought leadership panels during global and regional forums. Gilbert has contributed to the evolution of the PR industry in Africa by developing Newmark into a company that excels at integrating digital, mobile, experiential, and creative brand communications into traditional PR. Having worked in over 20 countries in Sub-Saharan Africa, he has intimate knowledge of the opportunities, challenges, and complexities of the African marketplace, making him a key asset for all the clients that his teams serve. He is a member of the Chartered Institute of Public Relations (UK) and the International Society of...

In our final episode on PRGN's 2025 Influence Insights research, Rogério Artoni discusses the significance of cultural and social values in public relations, especially in the Latin American context, with a sharp focus on Brazil.Download PRGN's whitepaper on insights from the 2025 global survey on Brand Influence.Rogério highlights that understanding these values is crucial for effective communication and relationship-building in the region. He points out that the Brazilian market, which represents a staggering 40% of Latin America's GDP, requires a tailored approach in public relations strategies that resonate with local customs.The conversation also touches on the dual importance of digital presence and traditional media trust among Brazilian audiences, underscoring a unique blend of modern and legacy communication methods. Overall, the episode emphasizes the need for brands to adapt their messaging to fit local cultures, ensuring they forge genuine connections with their target audiences.Influência que Move SUMMIT | SÃO PAULO – 02 de outubro de 2025No dia 2 de outubro, o Influência Que Move Summit reunirá grandes nomes do mercado para debater reputação corporativa, influência institucional e os desafios da comunicação em um cenário que muda diariamente. Com realização da Race Comunicação e parceria da Faculdade Presbiteriana Mackenzie, o evento acontecerá às 9h, em São Paulo, na Unidade de Higienópolis do Mackenzie, e é a oportunidade certa para quem deseja se atualizar e se fortalecer na área. Evento Gratuito – Vagas Limitadas! Inscreva-se e garanta sua presença »About the GuestsRogério Artoni is Founding Partner and CEO of Race Communications in São Paulo, Brazil. Rogério is a journalist with an MBA in Corporate Communication. His experience includes areas ranging from education to finance, sports, tourism, and manufacturing. Rogério has extensive international experience and was named one of the world’s most influential PR professionals by PRWeek magazine in its 2016 and 2017 Global Power Book.Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.About the Host Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications...

Andy See discusses PRGN's 2025 Influence Insights survey results from an APAC perspective, highlighting the distinct challenges and opportunities for brands in the Asia-Pacific (APAC) region.Andy, Bill, and Adrian talk about how cultural, regulatory, and market dynamics impact brand strategy and communication approaches in APAC and beyond. Their discussion underscores the importance of adapting strategies to local contexts and cultural nuances.Download PRGN's whitepaper on insights from the 2025 global survey on Brand Influence.Key Takeaways The PRGN survey offers vital insights into brand influence across diverse global markets, reaffirming the need for customized communication strategies.The Asian market is evolving, with growing emphasis on establishing trust and reputation among local brands.Consumer expectations are evolving, merging traditional PR objectives with immediate sales goals.Cultural differences shape perceptions of technological innovation and emotional connections in various markets.Thought leadership in the APAC region faces challenges due to cultural norms favoring discretion over public exposure.Collaboration with local experts is crucial for crafting effective strategies and navigating the complexities of market penetration in diverse contexts.About the Guests Andy See Teong Leng is Principal Partner and Managing Director of Perspective Strategies, a strategic communications and issues management firm in Kuala Lumpur, Malaysia. Andy founded the firm in 2006 after working with multinational and local consultancies including The Boston Consulting Group (BCG) and Edelman for more than a decade. Perspective Strategies has built a solid reputation for quality strategic counsel and is one of the leading PR and Strategic Communications consultancies in Malaysia. Andy adopts a hands-on approach to his work and the business. Besides managing the firm, he leads strategic client relationships and coach corporate spokespersons in their media and stakeholder engagements. He is also an Adjunct Professor in the School of Media and Communication, Taylor’s University and a past president of the Public Relations and Communications Association of Malaysia (PRCA Malaysia). He speaks regularly at industry events and contributes thought leadership articles on PR, Leadership, Strategy, Sustainability and Communications.Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of...

In this episode we continue to unpack the findings of the PRGN Influence Insights research study, which surveyed 550 business, marketing, and communications leaders in over 40 countries to uncover their priorities in public relations and communications.Bill Southard and Joaquín Fernández discuss on the survey results and their implications in the European context. They explore the differences between European and U.S. approaches to brand strategy, purpose-driven branding, and the importance of authenticity in communications. They also touch on the issue of employee advocacy, revealing that employees are seen as key brand ambassadors, sometimes even more impactful than mainstream media.Key Takeaways The PRGN Influence Insights survey shows that brand influence is a critical priority for C-suite executives globally, with 89% recognizing its importance.A significant finding from the survey is that 94% of leaders believe trust and reputation are the most vital drivers of brand influence.European leaders place a higher emphasis on purpose-driven branding compared to their U.S. counterparts, with 69% wanting guidance in this area.Cultural and societal issues are more significant in Europe, with 73% saying they weigh heavily on brand influence.Employee advocacy is recognized as a significant driver of brand influence, equating its impact to that of mainstream media, which is crucial for brand messaging.About the Guest Joaquín Fernández is co-founder of Marlow, a Madrid-based consultancy that specializes in Corporate Influence and Go-to-Market strategies aimed at strengthening business positioning and reputation. With over 30 years of experience in corporate, political, and financial communication, he has led high-impact projects across Spain, Latin America, and the United States. He is a specialist in communication strategies and large-scale crisis management, experience he gained as Chief of Cabinet to the Spanish Minister of Defense and through his work with the Communications Department at Ferrovial, the leading global infrastructure company. In journalism, Joaquín has worked for several major media outlets, including five years as Managing Editor at The Wall Street Journal in New York City. He holds a degree in Business Administration (E-4) from ICADE University and a Master’s in Journalism from El País newspaper.Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strat egic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding...

Bill Southard and Natalie Ghidotti join Abbie Fink to dissect the findings of PRGN's groundbreaking global survey on brand influence.This survey of marketing and business leaders across 40 countries was commissioned by the Public Relations Global Network and conducted by Researchscape International with the involvement of PRGN’s 50+ member agencies globally.The PRGN Influence Insights survey highlights a fundamental shift in branding strategies, with trust, reputation and digital engagement emerging as the most important drivers of brand influence.The survey results provide key insights into how businesses are redefining influence in an era shaped by digital transformation and evolving consumer trust.Key Takeaways This recent global survey on "brand influence" marks a significant first for the Public Relations Global Network.Social media remains a dominant force in brand influence, with 76% of respondents highlighting its impact.A strategic approach to social media is crucial, as it's often mismanaged by inexperienced personnel.Employees are vital brand advocates, significantly impacting brand influence and reputation management.Clients increasingly seek guidance on digital strategies and analytics, reflecting the changing landscape of PR.Additional ResourcesRead Bill Southard's blog post for this episode: "How The Brand Influence Equation Has Changed"Read the original PRGN article on the Influence Insights survey and download the presentation deck: "Trust, Digital Strategies and Customer Loyalty Drive Brand Influence"Watch the webinar: PRGN Influence Insights Survey Global Presentation (58 mins)About the Guest Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of...

Natacha Clarac shares her insights about how artificial intelligence is reshaping the landscape of public affairs and lobbying, highlighting both its potential benefits and the ethical responsibilities that come with its use. She emphasizes that while AI can streamline processes and enhance data analysis, a human touch remains crucial for crafting authentic and impactful messages. Natacha encourages us to consider how AI can be harnessed responsibly to improve democratic engagement and communication effectiveness. She also talks about the importance of transparency and educating audiences about misinformation. Key Takeaways Artificial Intelligence is reshaping public affairs strategies, impacting how messages are crafted and communicated. The responsibility of public affairs and PR professionals is to use AI ethically to combat misinformation and enhance democratic processes. Engaging with policymakers and crafting messages requires emotional intelligence that AI cannot replicate. AI can help in data collection and analysis, making workflows more efficient, but it doesn't replace strategic human insights. Transparency about AI usage is crucial to maintain trust and authenticity. (Full disclosure: we use an AI tool to generate these episode notes!) The future of public affairs and lobbying will heavily involve AI, but it will demand a balance between technology and human creativity. About the Guest Natacha Clarac is Managing Director & Partner of Athenora Consulting, a leading independent European public affairs firm based in Brussels, and also president of PRGN. She has been a lobbyist for more than 20 years, advocating for clients to contribute to the shaping of public policies through 360 lobbying campaigns. She co-wrote The Golden Rules of Lobbying with Stéphane Desselas and contributed to various collective books about lobbying. Natacha truly believe that lobbying is an essential part of the democratic process and that it must be done with ethics and transparency. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them...

"It takes 20 years to build a reputation and one tweet to destroy it." Aaron Blank joins us to discuss the crucial importance of crisis communications and the proactive measures businesses should take to prepare for potential crises. Aaron explains how companies can effectively manage their reputations when unexpected situations arise, emphasizing that having a solid crisis plan is not just a good idea—it's essential. He talks about the value of transparency and responsiveness during a crisis, urging leaders to avoid the dreaded "no comment" response, which can harm relationships and reputations. He highlights the need for thorough planning, scenario mapping, and ongoing communication with stakeholders in a crisis situation. Ultimately, he stresses that investing time and resources into crisis management can safeguard a company's reputation, making it a vital part of any business strategy.Key Takeaways Public relations professionals emphasize the need for crisis communication planning well before a crisis occurs, as it is crucial for effective management. Crisis communications require understanding the landscape, including local and global events that could impact a business and its stakeholders. Companies should prepare for crises by maintaining a responsive communication strategy and avoiding the use of 'no comment' as a response. Establishing a crisis management communications team and defining roles is essential for efficient crisis response and recovery processes. The importance of internal communications during a crisis cannot be overstated; keeping the in-house team informed is vital for cohesive management. Crisis preparedness involves scenario planning, message development, and regular training to ensure teams are ready to act swiftly when needed. About the Guest Aaron Blank is President and CEO of Fearey. He leads the firm’s crisis and issues management work, ensuring the team has the resources and expertise to navigate complex challenges. With more than 23 years of experience, Aaron has managed high-stakes situations across the U.S., from reputational crises following crane accidents and workplace safety issues to data breaches, M&A transactions, and food recalls. He has advised CEOs, government leaders, police chiefs, and mayors during critical moments, including officer-involved shootings and legal disputes affecting both private and public sectors. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California,

Bradly Howland, CEO of Alkemi Collective, joins us to talk about accountability and transparency in the PR industry. He discusses the challenges of ownership within agencies and client relationships, emphasizing the impact of generational shifts on workplace culture. Bradly highlights efforts to professionalize PR in South Africa, addressing both agency and client accountability through industry standards and potential regulatory frameworks. This episode provides key insights into fostering ethical, transparent, and accountable practices in PR, which will enhance collaboration between agencies and clients. Additional Resources There's a growing need for accountability and transparency within the PR industry, both towards clients and internally within agencies. Generational differences impact how responsibility and accountability are perceived. PR agencies must establish mutual accountability and clear expectations with their clients. Professionalizing the PR industry in South Africa is a crucial step towards setting industry-wide accountability standards. Embracing mistakes as learning opportunities rather than failures can transform agency culture and create better outcomes. About the Guest Bradly Howland is CEO of Alkemi Collective, an integrated marketing agency with offices in Cape Town and Johannesburg. With over 20 years of experience in strategic marketing communications across various sectors in South Africa, Bradly specialises in developing multi-channel campaigns that drive brand awareness and deliver measurable business results. Having worked with leading marketing and PR agencies, Bradly has honed skills in strategy planning, marketing communications, public relations, brand and reputation management, project management, and content development. Bradly, who is also the President Elect of the Public Relations Institute of Southern Africa (PRISA) contributes to the organisation’s strategic vision, supports industry growth, and plays a key role in the PRISM Awards Committee, which celebrates excellence in the field. Bradly is dedicated to shaping the future of PR and communications in South Africa, focusing on innovation, ethics, and strategic impact.About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients...

Tammy Zollner, Senior Director of Corporate Communications at RPM International, shares her journey of transforming internal communications and fostering a culture of engagement and understanding among a diverse workforce, especially during the Covid-19 pandemic. She outlines the process of centralizing RPM's communications, transitioning from a company where many weren't even aware of the parent organization, to one with a connected culture. Tammy emphasizes the importance of understanding the audience and tailoring communications to ensure the workforce is informed and aligned with the company's overarching goals. She shares strategies her team has implemented, including leveraging AI tools to ensure effective communication among thousands of associates worldwide. About the Guest Tammy Zollner is senior director – corporate communications of RPM International Inc. She oversees internal and external communications, including employee communications, corporate branding, media relations, and social media. Tammy leads a team of communications professionals who create content that enhances RPM's reputation and strengthens relationships with key stakeholders. She has been with the company for over two decades in various operational and management roles. RPM owns subsidiaries that are world leaders in specialty coatings, sealants, building materials and related services. Among its leading brands are Rust-Oleum, DAP and Zinsser. The company is publicly traded on the New York Stock Exchange, ranked on the Fortune 500 and employs 17,200 individuals worldwide.Brad Kostka is president of Roopco, a strategic marketing and PR agency for B2B companies seeking to amplify their communications. The firm specializes in crafting and disseminating compelling content that drives measurable business impact. For nearly three decades, Brad has provided strategic communication counsel to organizations ranging from local startups to global, publicly traded corporations.About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of...

The Internet today is flooded with low-quality content, so it's critical to produce targeted, impactful writing that can cut through the noise.In this episode, Ann Smith talks about the evolution of thought leadership content and the importance of crafting genuine, strategic narratives. She explains that simply churning out words isn't enough. The focus should be on impactful, well-researched pieces that that resonate with audiences in 2025, Ann also discusses the role of AI in content generation, highlighting both its potential benefits and the inherent risks of losing the human touch. Overall, she stresses the need for a thoughtful approach to content strategy, ensuring that it aligns with organizational goals while engaging target audiences effectively.Key Takeaways Thought leadership is a critical strategy that goes beyond simple content creation and requires careful planning and execution. Thought leadership should be strategically integrated into communications campaigns, encompassing varied content types such as white papers, long-form articles, and social media. Creating content should focus on quality over quantity, especially in an environment flooded with mediocre writing. AI has a role in content curation and trend analysis, but human input is essential for creating authentic, nuanced, and personalized content. About the Guest Ann Smith is founder and president of A.wordsmith, a boutique Portland-based firm specializing in writing services, public relations, branding and communications strategy. She is passionate about a lot of things, including her family, live country music and 49ers football. At work this energy centers on building strong partnerships with her clients, connecting them with their target audiences and delivering exceptional results. With more than two decades worth of strategic communications experience Ann has worked in both agency and corporate settings, providing a broad range of support to clients. Prior to founding A.wordsmith, Ann worked at PR agencies Weber Shandwick Worldwide and Standing Partnership—managing accounts for large global companies—and served as an internal marketing manager for an international consultancy. Yet it wasn’t until starting A.wordsmith that she realized her true passion in collaborating with successful growing businesses and serving as an extension of their team. Ann holds a bachelor’s degree in journalism with an emphasis in public relations from the University of Oregon. She has served on the board of directors for Opal Creek Ancient Forest Center, Portland’s iconic Hollywood Theatre, Girls on the Run of Portland Metro, Willowbrook Arts Camp, Business for Culture & the Arts and Abilities at Work. In addition to PRGN, Ann is an active member of Public Relations Society of America’s Counselors Academy and PDX Leadership Assembly. She founded and hosted the podcast "All Shine, No Flash®" and "Shine On!" a group of talented, fierce and fun women in Portland. She is a graduate of the Portland Business Alliance’s Leadership Portland program and the author of the first and second editions of the book "100 Things to Do in Portland Before You Die." About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community...

Experiential marketing has gained significant recognition over the past decade, becoming essential for brand engagement. Real-life experiences create emotional connections and community, which are often more impactful than traditional advertising methods.Bryan Duffy explores the evolution of experiential marketing from a "below-the-line" activity to a crucial component in marketing strategies. He discusses the immense value experiential marketing adds through consumer engagement, emotional connection, and shareability of content. Bryan explains that effective experiential marketing requires a strategic approach that combines creativity, consumer insights, and logistical expertise. Bill Southard expands on the collaborative nature of creating engaging experiences, emphasizing the synthesis of PR, digital, and experiential tactics for consumer-driven campaigns.Key Takeaways Experiential marketing, once considered a secondary marketing tool, has evolved to be a vital element in integrated marketing strategies, offering significant ROI and reach. PR firms are increasingly collaborating with experiential marketing agencies to create seamless consumer engagement strategies that deliver tangible results. Live events create community and emotional connections that digital marketing simply can't replicate, enhancing brand loyalty. The proliferation of mobile technology has enhanced the value of experiential marketing by enabling immediate content sharing and amplifying campaign reach.Experiential events can take place as part of larger activities or as bespoke experiences, each providing unique opportunities for consumer interaction and brand promotion. The value of experiential marketing lies in its shareability, allowing brands to reach millions beyond just event attendees. About the Guests Bill Southard is founder and CEO of Southard Communications, a firm he founded in 1994. Under his leadership, Southard Communications has shown significant growth across a number of market segments. Headquartered in New York City, the firm has executed successful public relations, digital marketing and communications and social media campaigns for a wide range of B2B and B2C companies, for several of which the agency has been recognized with industry awards. Southard has four decades of experience in the public relations industry. Prior to founding his current firm, he was executive vice president/general manager of Dorf & Stanton Communications, an agency that was sold in 1989 to Shandwick. The agency has worked on a number of iconic brands in the toy and game space including Etch a Sketch, LeapFrog, The Elf on the Shelf, Pound Puppies and Slinky, to name a few.Bryan Duffy is the Founder/CEO of BOOM Ventures, a full-service brand engagement agency he started in September 2020. A marketing communications veteran with over 30+ years in the industry servicing some of the worlds biggest and most relevant brands; he left the "big agency" structure behind to start BOOM with a unique approach and spin on the classic agency model. Bryan started his career on the brand side of the table in both sales and marketing roles at Converse and since that time has been in executive-level roles with some of the largest agencies in the industry. Throughout his tenure he has developed strategic business solutions for the likes of: Amazon, Facebook, Google, IBM, Microsoft, Pepsico, NFL, ESPN, Coca-Cola, General Mills...

Nick Leighton, CEO of NettResults Middle East, shares insights on the evolving landscape of public relations in the region, emphasizing the significance of long-term strategic planning driven by regional visions like UAE Vision 2021 and Saudi Vision 2030. He highlights how these frameworks focus on sustainability and technological advancement, particularly in the realm of artificial intelligence, which is transforming PR practices by enabling more targeted and data-driven outreach. Nick also talks about the unique challenges posed by tightly controlled media environments, where cultural sensitivity and ethical communication are paramount. He discusses the necessity for brands to maintain transparency and accountability, especially in an era marked by growing consumer skepticism. Nick also addresses the importance of hyper-personalization in communications and the strategic use of social media tailored to diverse linguistic and cultural contexts within the region. Additional Resources Long-term national visions like UAE Vision 2021 and Saudi Vision 2030 guide the Middle East’s economic and technological progress. The region is a leader in sustainability, with a focus on transitioning from oil-dependence to diversified, sustainable economies. Artificial Intelligence is more than just a trend in the region--AI is a vital cog in diverse business operations, from PR to crisis management. Social media marketing in the Middle East is highly localized, catering to its rich cultural and linguistic diversity. Ethical practices and transparency are paramount in establishing trust within an increasingly informed and discerning consumer base. About the Guest Nick Leighton is the founder and CEO of NettResults International Public Relations, an award-winning Middle East-based public relations agency launched in November 1999 with offices in Dubai, Abu Dhabi, and Jeddah. He has represented the public image of Fortune 500 companies, some of the largest non-profit organizations in the world, political parties, and members of royalty. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just...

Abbie Fink and Terrie Ard discuss the 2025 M.Cast™ Trends Report and the importance of forward-looking thinking and data-driven insights for business leaders and communications professionals alike. Terrie shares how the M.Cast™ Trends Report was initiated as a guide to help leaders think like futurists, equipping them with the insights to foresee and adapt to inevitable industry transformations. The report encourages leaders to balance technological advancement with maintaining genuine human connections, a critical aspect for organizational success.Key Takeaways The M.Cast™ Trends Report was created to help leaders anticipate future trends and challenges by adopting a futurist mindset. In 2025, Artificial Intelligence is a "mega-trend" that is shaping business strategy and decision-making in nearly every industry, from healthcare to finance to marketing, education and entertainment. Successful leaders balance technology solutions with the essential human connection in their organizations. Organizations are shifting from customer service to customer care, emphasizing the need for a more empathetic approach and authentic interactions. Embracing convergence—the merging of distinct industries and technologies—will lead to innovative business models and solutions. About the Guest Terrie Ard is Partner, President & COO of The Moore Agency, a full-service marketing communications agency in Tallahassee, FL with a 31-year track record of building trusted influence and delivering impactful results. Terrie leads the strategic direction of the firm, including key initiatives, partnerships and client and business development. With a passion for collaboration and culture building, Terrie oversees the Moore Team, boasting a 92% retention rate.Terrie is a specialist in corporate positioning and branding with a keen focus on strategy and creativity. Her expertise includes crisis communications, communications strategy and employee relations. Through Terrie's leadership, the agency has achieved a 98% client retention rate and is ranked a top 50 agency in the U.S. and top 200 globally. Terrie has been recognized by Florida Trend as one of the top 500 most influential leaders. She is a recipient of the Florida Public Relations Association Stanley Tait Award for Leadership, the American Advertising Federation Silver Medal for outstanding industry contributions and recognized by PR News as a Top Changemaker in the U.S.About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at a...

Members of the Public Relations Global Network have once again shared their predictions for the public relations industry as we look ahead to 2025. Gábor Jelinek reflects on the accuracy of last year's forecasts and discusses the evolving landscape of public relations, emphasizing the growing importance of integrated services, data-driven storytelling, and the impact of AI on communication strategies.Gábor and Abbie explore regional differences in perspectives on sustainability and ESG initiatives, highlighting how cultural contexts shape industry trends. They emphasize the value of trust and authenticity in this rapidly changing environment. PR professionals need to adapt to technological advancements while maintaining the human touch. "Staying nimble in an uncertain world will be an asset for PR firms."Key Takeaways The importance of trustworthiness and authenticity in public relations cannot be overstated. AI will become a daily fixture in PR, influencing efficiency and operations significantly. Sustainability and ESG considerations will shape client expectations and PR strategies moving forward. Data-driven storytelling is essential as PR firms must adapt to evolving content demands. Staying nimble in an uncertain world will be crucial for PR firms to thrive. About the Guest Gábor Jelinek is the Executive Director of the Public Relations Global Network. Based in Budapest, Gábor has been involved with PRGN for over five years. Gábor worked as an editor for the Budapest Business Journal before transitioning into the agency business. He brings a wealth of experience and a deep understanding of the PR industry to his role as Executive Director of PRGN. In that capacity, Gábor is the center of action, supporting the work of the President and the Executive Committee to grow and develop the global communications network. Working closely with PRGN’s Business, Marketing and Membership committees, Gábor is the driver of global business development, self-marketing, and membership retention and recruitment. More than 1,000 clients across six continents depend on the combined resources of the Public Relations Global Network to deliver targeted public relations campaigns in more than 80 markets around the world. With revenues of more than $100 million (U.S.), PRGN is among the world’s top five public relations networks. PRGN harnesses the resources of 40 independent public relations firms, 50 offices and more than 800 communications professionals to connect international companies and organizations with individual and culturally diverse markets globally. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency....

Read the English and Spanish transcripts of this episode on the podcast website.In today’s media landscape, especially in Latin America, the way companies communicate has evolved. Traditional approaches, where a company’s brand takes center stage, are being joined by a new strategy: unbranded communication. This method enables organizations to share important messages and drive public opinion without a brand at the forefront.In this first Spanish-language episode of PRGN Presents, Loreley Maldonado, founder of Eje Comunicación in Mexico, talks with journalist Valentina Giacaman, founder of RumboCierto Comunicaciones in Chile about unbranded communication.At its core, unbranded communication is a strategic form of messaging that doesn’t overtly promote a specific brand. It’s commonly used in highly regulated industries like pharmaceuticals, energy, and food and beverages, where regulations prevent companies from directly advertising certain products or services. Instead, the focus shifts to promoting issues, policies, or public interest topics without overt commercial branding.Unbranded communication isn’t new, but its impact is growing. It is powerful because it allows companies to bring topics to the forefront of public opinion without needing to place a brand behind them. It’s an approach that lets businesses connect with audiences on critical issues in a more neutral, informative way.Key Takeaways Unbranded communication focuses on placing topics of interest in the public sphere without direct brand association. It is often used in regulated industries, such as pharmaceuticals, to advocate public health messages over direct product promotion. Media practices in Latin America have evolved, with decreased newsroom resources and changing marketing policies now requiring new forms of corporate communication. Unbranded communication should maintain high ethical standards, relying on factual information and expert collaboration to avoid misinformation. Unbranded communication requires thorough research and can take months to execute effectively; it is particularly aimed at long-term advocacy goals. About the Guests Valentina Giacaman is the founder of RumboCierto Comunicaciones in Santiago, Chile. RumboCierto is a communications firm with a strong local presence and significant global relationships, serving prestigious corporations, public institutions, foundations, and executives. Valentina holds a degree in Social Communication and Journalism as well as an MBA. Her career includes notable experience as a journalist at El Mercurio and as an executive in various companies. She is deeply passionate about entrepreneurship and innovation. Her current consultancy work focuses on reputation management, crisis communication, corporate positioning, and supporting the establishment of international companies in Chile. She also specializes in executive and corporate relations, as well as lobbying. Over the past 15 years, she has successfully advised more than 100 companies. Loreley Maldonado is founder and CEO of Eje Comunicación in Mexico City. She has more than 25 years’ experience in the fields of strategic communications, public relations, public affairs and crisis management. Loreley has been...

Balancing personal life and work can be tough for business owners. In this episode, we explore how leaders can step back, let their teams step up, and find clarity along the way. Louise Oliver, president of Peritus PR, shares her story of how stepping away from her role led to unexpected growth for her team. Louise opens up about the doubts she had before her recent maternity leave and how completely disconnecting from work for three months—no emails, no check-ins—was both scary and freeing. During that time, her team found new ways to work together, leaning on each other and building stronger connections. "I realized I had been robbing them of an opportunity to forge their own bond and trust one another in the trenches," Louise says. She talks about the lessons she learned by letting go and how embracing her "irrelevance" as a leader helped her team thrive. Louise shares some surprising benefits of stepping back and offers practical advice for other leaders ready to do the same. Key Takeaways Business owners should embrace the challenge of disconnecting fully, trusting their teams to manage and grow in their absence. Taking a real leave, whether for personal reasons or a sabbatical, can be transformational for both the individual leader and the organization. Fully stepping away can reveal new strengths within a team and foster unexpected collaboration and efficiency. Leaders need to trust in their team’s capabilities and empower them to make decisions independently. Personal growth and organizational development often occur when leaders allow themselves to be "irrelevant" in day-to-day operations. About the Guest Louise Oliver is the president and founder of Peritus PR, one of Alabama's most respected communications firms, known for its innovative approach to public relations and advocacy. Louise has led Peritus PR to become a trusted partner for clients when the stakes are high. Her leadership is driven by a vision to build a firm that transcends traditional agency norms and outlives its founders, fostering a work culture that values purpose over burnout. Louise's career journey is marked by several unique milestones, including lessons learned from running an Alabama-based company from Italy, culture-building in an industry notorious for burnout, and charting a new path as a young small-business owner dedicated to playing well in the sandbox. Her greatest passion is empowering her team to use their gifts to move Alabama forward. Outside of work, she is a proud mother of three under five—two boys and a baby girl—is married to a former U.S. Air Force dentist and resides in Mobile, Alabama. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is 

The European Union's new regulatory landscape is setting the stage for transformative changes in how companies report sustainability. With pending regulations set by the EU's Corporate Sustainability Reporting Directive (CSRD) and the European Sustainability Reporting Standards (ESRS), companies are facing new challenges in how they report on sustainability and environmental impact. Michael Diegelmann, co-founder of the Global ESG Monitor, discusses the challenges and responsibilities of corporate communications in this new era of transparency and accountability that affects not just European entities but businesses across the globe. At the core of this evolution is the need for nuanced, ethical communications that not only meet regulatory expectations but reflect a true commitment to sustainability and equity. Key Takeaways New European regulations will significantly impact global corporations and require a new approach to sustainability communications. Businesses must perform materiality assessments to identify environmental and social topics that are crucial to their operations and align their reporting accordingly. Corporate communications must evolve alongside new regulations to effectively convey the context of sustainability data to stakeholders and avoid greenwashing. While the US is beginning to implement its own regulations, American businesses must adapt to meet EU standards to maintain their European operations.Non-compliance or misleading sustainability reports can lead to severe consequences, including legal liability and reputational damage. About the Guest Michael Diegelmann is co-founder of the Global ESG Monitor and founder and CEO of cometis AG. In his 25-year career he has gained a wealth of experience across the entire spectrum of investor relations. His specialties include IPOs, capital raises, ESG consultations, hostile and friendly takeovers (cross border), bond issues as well as corporate crises and all aspects of investor relations and financial media relations. Michael has a long-standing network of contacts to media, analysts, fund managers and many opinion leaders in the financial community. In addition, he is co-author of numerous specialist publications, including the bestseller “100 Financial Ratios” with more than 300,000 copies sold. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ....