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...

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

1. The PRGN survey offers vital insights into brand influence across diverse global markets, reaffirming the need for customized communication strategies.
2. The Asian market is evolving, with growing emphasis on establishing trust and reputation among local brands.
3. Consumer expectations are evolving, merging traditional PR objectives with immediate sales goals.
4. Cultural differences shape perceptions of technological innovation and emotional connections in various markets.
5. Thought leadership in the APAC region faces challenges due to cultural norms favoring discretion over public exposure.
6. 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

1. The PRGN Influence Insights survey shows that brand influence is a critical priority for C-suite executives globally, with 89% recognizing its importance.
2. A significant finding from the survey is that 94% of leaders believe trust and reputation are the most vital drivers of brand influence.
3. European leaders place a higher emphasis on purpose-driven branding compared to their U.S. counterparts, with 69% wanting guidance in this area.
4. Cultural and societal issues are more significant in Europe, with 73% saying they weigh heavily on brand influence.
5. 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

1. This recent global survey on "brand influence" marks a significant first for the Public Relations Global Network.
2. Social media remains a dominant force in brand influence, with 76% of respondents highlighting its impact.
3. A strategic approach to social media is crucial, as it's often mismanaged by inexperienced personnel.
4. Employees are vital brand advocates, significantly impacting brand influence and reputation management.
5. Clients increasingly seek guidance on digital strategies and analytics, reflecting the changing landscape of PR.

Additional Resources

1. Read Bill Southard's blog post for this episode: "How The Brand Influence Equation Has Changed"
2. Read the original PRGN article on the Influence Insights survey and download the presentation deck: "Trust, Digital Strategies and Customer Loyalty Drive Brand Influence"
3. 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.

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"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,