PRGN Presents: News and Views from the Public Relations Global Network

S6 E10: Drivers of Brand Influence in the European Context with Joaquín Fernández

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 Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.About the Hosts Dr. Adrian McIntyre is a cultural anthropologist, communications adviser, and internationally recognized authority on verbal communication. His broadcasting career began in 1978 at the age of five as co-host of the longest-running children's radio show in California history. He spent his 20s and 30s in the Middle East and Africa as a researcher, journalist, media spokesperson, and storytelling consultant. Adrian earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation research fellow. Through his consulting practice, Speed of Story, he helps PR and marketing communications firms strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listenNeed to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »

S6 E9: What Drives Brand Influence? Key Findings from the PRGN Influence Insights Global Survey

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 Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications. Natalie Ghidotti, APR, is principal of Ghidotti, a public relations and content marketing agency she founded in 2007, headquartered in Little Rock, Ark. and representing many of the South’s premier brands. Natalie is regional vice president of PRGN for The Americas region including North, Latin and South America. In her regional capacity, she supports PRGN’s members in The Americas and plays an active role in business development and new member selection. She is also serving as PRSA’s Chairman of Counselors Academy, a section for agency owners and leaders. Prior to her public relations career, she was a journalist for 11 years, working as a reporter and editor for The Business Press in Fort Worth, Texas, and Arkansas Business Publishing Group in Little Rock, Arkansas. 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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listenNeed to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »

S6 E8: Democracy, AI, and Public Affairs with Natacha Clarac

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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listenNeed to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »

S6 E7: Crisis Communications: How To Maintain Brand Reputation in a Chaotic World with Aaron Blank

"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. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listenNeed to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »

S6 E6: Accountability and Ownership in the PR Industry with Bradly Howland

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. PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listenNeed to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »