About the Guest

Natacha Clarac is General Director & Partner of Athenora Consulting, a leading independent European public affairs firm based in Brussels, and 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.

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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.

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....

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....

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 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,

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 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...

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 co-host and executive producer is Adrian McIntyre with