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

1. Frédéric prioritizes combating fake news to preserve democracy and enhance the integrity of public relations practices.
2. Advancing digital-first strategies allows PRGN members to position themselves as leaders in digital communication, addressing potential gaps in digital proficiency.
3. The role of artificial intelligence in public relations is critical, with Frédéric advocating for a strategic but responsible use of AI tools.
4. Strategic external partnerships and internal collaborations within PRGN will be crucial to implementing Frédéric’s initiatives efficiently.
5. 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

1. AI continues to gain traction, moving beyond a mere tool to a strategic component in public relations, influencing media relations and crisis management.
2. Agencies must navigate new ethical, operational, and security considerations as AI reshapes traditional practice.
3. Despite technological shifts, the PR practitioner's role as a trusted business counselor remains pivotal to navigating uncertainty and strategic planning.
4. 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...

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 2025

No 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 Guests

Rogério 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...