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

Public Relations Global Network

PRGN Presents is the essential podcast for international business leaders, non-profit executives, and those who hire public relations, marketing, and communications firms. It provides an exclusive look into the ever-evolving world of PR and communications, featuring experts from the Public Relations Global Network, “the world’s local public relations agency.” Is your message winning hearts and minds? No matter where you do business, there is a PRGN 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. Whether you're an executive looking to improve your organization's communication strategy or an in-house marketing professional looking to bring in an outside firm to support a specific campaign, this podcast will provide valuable insights on how to communicate effectively and build lasting relationships with customers, staff, and communities around the world. In each episode, you’ll hear PR professionals and industry experts share valuable insights and perspectives on the latest trends in public relations, Environmental, Social, and Governance (ESG), media relations, crisis management, investor relations, stakeholder engagement, executive thought leadership, and strategic communications. read less
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Episodes

S6 E3: Experiential Marketing with Bill Southard and Bryan Duffy
2d ago
S6 E3: Experiential Marketing with Bill Southard and Bryan Duffy
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...
S6 E2: Navigating the Business Landscape of the Middle East with Nick Leighton
Jan 30 2025
S6 E2: Navigating the Business Landscape of the Middle East with Nick Leighton
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...
S6 E1: How to Think Like a Futurist with Terrie Ard
Jan 16 2025
S6 E1: How to Think Like a Futurist with Terrie Ard
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
S5 E12: PR Trends for 2025 with Gábor Jelinek
Dec 19 2024
S5 E12: PR Trends for 2025 with Gábor Jelinek
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....
S5 E11: The Magic of Unbranded Communication (in Spanish)
Dec 5 2024
S5 E11: The Magic of Unbranded Communication (in Spanish)
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...
S5 E10: Why Business Owners Need to Take REAL Time Off with Louise Oliver of Peritus PR
Nov 21 2024
S5 E10: Why Business Owners Need to Take REAL Time Off with Louise Oliver of Peritus PR
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 co-host and executive producer is
S5 E9: Why Corporate Communicators Must Learn the Language of ESG Reporting with Michael Diegelmann
Nov 7 2024
S5 E9: Why Corporate Communicators Must Learn the Language of ESG Reporting with Michael Diegelmann
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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix....
S5 E8: Telling the Story of a Global Non-profit with Leeza Hoyt and Christine Deschaine
Oct 24 2024
S5 E8: Telling the Story of a Global Non-profit with Leeza Hoyt and Christine Deschaine
Bringing Hope to the Family, a nonprofit organization founded in Uganda, has successfully expanded its mission to the United States, focusing on supporting vulnerable children and communities. Christine Deschaine, Executive Director and Founder of the USA division, shares her journey of introducing the organization to American audiences, highlighting the challenges and strategies involved in effective communication and engagement. With the help of the Hoyt Organization, Christine emphasizes the importance of storytelling through various channels, including social media, to showcase the positive impact of their work. The conversation also delves into the emotional connections created through their initiatives, such as providing clean water and medical care to underserved communities. About the Guest Leeza Hoyt, APR, is president of The Hoyt Organization, Inc., the Los Angeles area partner agency of PRGN. As a 25+ year veteran of the communications industry, she is passionate about helping clients navigate the new world of today's communications landscape. Her team has developed awarding winning campaigns for regional companies and national organizations in a wide variety of industries. She has been recognized by many organizations including being named as a "woman to watch" by Globest.com, and named as one of the top Marketing & Communications CRE Influencers by Real Estate Forum. In addition, she is a member of the Forbes Council, and the agency was named one of the top 200 PR firms in the country in 2021.Christine Deschaine is a Senior Vice President in Kennedy Wilson’s brokerage division and specializes in the leasing and sale of retail property. She has more than 25 years of experience in tenant and landlord representation and has worked extensively in urban redevelopment with some of the area’s most prominent retail developers. Since joining Bringing Hope to the Family in 2019, Christine has visited Bringing Hope in Uganda eighteen times and helped to develop the Building Women and Crisis Pregnancy Center program. She is also the Founder and Board Member of ThinSpace, a nonprofit that works to bring vital resources and opportunities to the people of Kaihura, Uganda. Additionally, Christine works with City of Hope as an agent at Kennedy Wilson and the Commercial Real Estate, where she received the Spirit of Life® Award for her professional and humanitarian accomplishments. For 20 years, she has volunteered with Harvest Home and helped in programs including fundraising and hands-on programs including Bible studies, baby and mother baskets, sorting baby clothing and landscaping projects. Her work continues at Ann Douglas Women Center DTLA, supporting women with life recovery services. Christine’s passion for non-profit work is extensive as she has dedicated her life to serving the needs of others. 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,...
S5 E7: Creating a Culture of Creativity with Amanda Hill of Three Box
Oct 10 2024
S5 E7: Creating a Culture of Creativity with Amanda Hill of Three Box
"Creativity cannot be forced; it must be invited to the party."Amanda Hill, CEO of Three Box, shares her insights on fostering a creative environment within a PR firm. She explains why leaders must prioritize creating the time and space necessary for creativity to flourish, as she discovered through her own experiences during the pandemic. By taking intentional breaks and embracing new environments, Amanda found that inspiration often strikes when least expected. She also discusses how to involve team members in the creative process, ensuring that they feel ownership and enthusiasm for new ideas, ultimately transforming both internal dynamics and client interactions.Key Takeaways Creativity is not something that can be forced but should be invited and nurtured through intentional practices and environment settings. Creating a space for creativity involves not only physical environments but also a cultural mindset that encourages exploration and innovation. Leadership plays a critical role in fostering creativity by modeling behavior, taking sabbaticals, and encouraging the team to engage in new experiences. The integration of creativity can lead to strategic breakthroughs not only for internal teams but also in delivering exceptional client experiences. About the Guest Amanda Hill, MBA, APR, is passionate about leveraging marketing communications to drive impact for brands. As CEO of Texas-based Three Box, she and her team serve as strategic advisors to regional and national brands across the U.S. Amanda has been recognized for her industry expertise and millennial leadership in regional, national and global forums. Aside from her husband and their two sons, she's most proud of building an award-winning team at Three Box, named one of Forbes' Top PR Firms in America. 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...
S5 E6: Navigating PR in an Election Year with David Fuscus
Sep 26 2024
S5 E6: Navigating PR in an Election Year with David Fuscus
As the United States gears up for a significant presidential election, the political climate has become an omnipresent factor influencing journalism and PR strategies. David Fuscus, CEO of Xenophon Strategies and founder of Précis AI, shares some insights on navigating the complex landscape of political communications in an increasingly polarized environment. David emphasizes the need for public relations professionals to be strategic in their approach, understanding the risks and ramifications of engaging in political discussions. He highlights the importance of being intentional in decision-making, using case studies like Tractor Supply's misstep with their ESG policy to illustrate the potential pitfalls of being tone-deaf to the current political climate. David, Abbie, and Adrian also discuss the evolving media landscape, where the traditional boundaries between old and new media are blurring, and advise on leveraging niche publications and trade press for more effective outreach. They emphasize the necessity of staying informed and adaptable in a fast-changing world. Key Takeaways PR professionals must counsel clients on the importance of strategic and tactical decisions, especially in politically charged times. Companies should be aware of the political landscape, especially during election cycles, to avoid unintended controversies. The media environment has evolved significantly, necessitating a nuanced understanding of both traditional and new media. The PR industry’s focus has shifted from purely earned media to include a significant portion of social media and niche publications. Businesses must be prepared for unintended political entanglements and understand how to manage crises effectively.About the Guest David Fuscus is CEO of Xenophon Strategies, a Washington, DC based public relations agency that he founded in 2000. Xenophon works with clients from around the world such as Airbus, The Virgin Group, The U.S. Centers for Disease Control, the U.S. Coast Guard and NEC Corporation. Fuscus wrote his first press release for his parents restaurant when he was 19 and he’s been a PR professional ever since. In 2023, he was one of two inductees into the PRSA Hall of Fame and was the President of the Public Relations Global Network that same year. Fuscus is also the CEO/Founder of Précis AI which recently launched Précis Public Relations, a generative AI platform highly specialized for PR and marketing.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
S5 E5: People-Centric PR: Why Understanding Your Audience is Critical
Sep 12 2024
S5 E5: People-Centric PR: Why Understanding Your Audience is Critical
In the dynamic world of brand marketing, integrating the voices of consumers is not just a best practice — it's a necessity. In this episode, Jen Belcastro and Bill Southard explain why listening to the consumer is crucial for brand success. They discuss how understanding consumer behavior, preferences, and emotional connections can lead to more effective marketing campaigns and business strategies. Consumer research is an investment that can save companies from costly missteps and ensure they remain responsive to market changes and consumer needs. This ongoing and adaptive process is not a one-time effort but a continual practice that sustains brand relevance and drives continuous improvement. Jen advocates for starting small to win stakeholder buy-in for consumer research. This could involve initial stakeholder interviews to identify gaps and build a case for wider research, demonstrating the value through incremental insights. Key Takeaways Putting people at the heart of marketing strategies helps to build strong emotional connections with the brand. Identifying the correct target audience is crucial; often, companies have assumptions that may not be accurate. Consumer research, even on a small scale, can reveal vital insights that lead to better product and marketing decisions. Tracking brand performance and consumer behavior year-round is essential for ongoing success and adjustment in strategies. About the Guests Jen Belcastro is Founder & President of Escalate Strategies. She has spent over 20 years as a Consumer Insights & Brand Strategist at mid to large corporate agencies, serving clients from multiple verticals (B2C and B2B). She has a depth of experience in both qualitative and quantitative methodologies with a particular passion around helping clients grow winning brands that truly make the world a better place. After witnessing how typical big company challenges — high overhead, politics, bureaucracy, complex staffing models, and employee burnout — were to the direct detriment of the clients they claim to serve, she founded Escalate Strategies to offer clients direct access to her senior-level experience, entrepreneurial creativity, and laser focus on strategically impactful results. 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. About the Host Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing...
S5 E4: The Power of Cause Marketing with Lauren Reed
Aug 29 2024
S5 E4: The Power of Cause Marketing with Lauren Reed
Lauren Reed-Williams has a passion for creating PR campaigns that not only drive business success but also make a meaningful difference in the community. In this episode, she discusses the significance and impact of cause marketing in today’s business landscape.Lauren emphasizes that cause marketing should not be seen as an either-or alternative to traditional marketing tactics but rather as an additional layer that enhances the overall strategy. She highlights the importance of genuine passion and alignment with the cause, noting that authenticity is critical for the success of these campaigns. Lauren also provides a detailed checklist for evaluating potential cause marketing partners, covering key aspects such as online presence, cross-promotional opportunities, alignment of core values, and measurement of success. Key Takeaways Authenticity in cause marketing is crucial for its success; both the company and the cause should benefit. Effective cause marketing campaigns can be conducted by businesses of any size, from small local companies to large national brands.Measurement of cause marketing efforts should be as rigorous and detailed as traditional marketing campaigns, incorporating tangible and intangible metrics. About the Guest Lauren Reed is CEO and founder of REED, a full-service public relations and marketing agency in Nashville, TN. With over a decade of experience in the industry, her passion lies in the psychology of communications and marketing, with a particular interest in cause marketing. Under her leadership, Reed PR has developed innovative campaigns that resonate deeply within both the local community and broader markets.Lauren earned her Accreditation in Public Relations (APR) designation in 2010 and is a member of the Entrepreneurs’ Organization, Women Presidents’ Organization, former president of PRSA Nashville and recipient of the PRSA Nashville 2011 Mercury Award, which recognizes the top young PR professional in the Nashville market. Most recently, Lauren was named to the Nashville Business Journal’s 40 Under 40 and its Most Admired CEO list in 2018, 2019, 2020 and 2021. REED PR was also named one of the Business Journal’s Best Places to Work.Even with all of her awards and the tremendous work she has done, she still says one of her greatest professional accomplishments was creating REED PR’s Be The Good program, which reserves a portion of the agency’s revenue to provide travel grants to individuals who want to do volunteer or mission work at home or abroad.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
S5 E3: Practical and Ethical Implications of Generative AI with Nick Leighton
Aug 15 2024
S5 E3: Practical and Ethical Implications of Generative AI with Nick Leighton
Nick Leighton returns to the podcast to discuss the evolving landscape of Generative AI and its impact on marketing and public relations.Gen AI represents a significant departure from traditional content creation methods, harnessing algorithms to generate original content based on learned patterns from data.We discuss the rapid growth of Gen AI, challenges and risks associated with its use, the importance of transparency, and the need for ethical responsibilities in leveraging this innovative technology effectively.Nick aptly characterizes Gen AI as a valuable "co-pilot" for professionals, emphasizing its role in generating fresh ideas, localized content, and innovative storytelling. By leveraging Gen AI as a creative partner, PR professionals can unlock new possibilities and expand their content horizons. Key Takeaways Gen AI refers to a class of artificial intelligence designed to generate new content based on learned data patterns. Gen AI serves as a valuable co-pilot, aiding professionals in content creation, localization, and idea generation. Businesses must be transparent about using Gen AI and ensure content quality and authenticity. PR professionals should familiarize themselves with Gen AI basics, experiment with tools, and prioritize ethics and responsibility in its use. Staying informed about Gen AI developments is crucial in navigating this rapidly evolving field. 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, Jeddah, and California. He has over 30 years of experience in media relations and marketing and has lived and worked in the United States, Western Europe, Eastern Europe, and the Middle East. 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 button to “Follow” or “Subscribe” to the show:
S5 E2: Change Management and Leadership Communication with Marjaana Toiminen
Aug 1 2024
S5 E2: Change Management and Leadership Communication with Marjaana Toiminen
In the world of change management, having a well-crafted narrative is essential for guiding leaders and employees through times of transition. Marjaana Toiminen, Head of Change Management at Ellun Kanat, emphasizes the importance of a change narrative that is aligned with the leadership team and resonates with all staff members. This narrative serves as a roadmap for understanding why change is necessary, what the current situation entails, and what the vision for the future looks like. It is a tool that helps leaders communicate effectively and provide a sense of empathy and hope during turbulent times.Change cannot be dictated from the top down; it must involve input and participation from all levels of the organization. Managers play a crucial role in facilitating this process by engaging in dialogue, answering questions, and involving staff in the planning and implementation of change initiatives. Marjaana discusses the importance of creating opportunities for staff to have a say in their work environment and influence the changes that affect them.Key Takeaways Leaders must prioritize communication skills and develop a cohesive change narrative to guide their teams through change initiatives. Effective change management involves proactive preparation, alignment among leadership, and authentic communication that resonates with employees. Involving managers in the change process, fostering dialogue, and showing empathy are key elements of successful change management efforts. Change management requires a strong, aligned narrative that is communicated effectively across all levels of an organization. A good change narrative should include background information, news about current happenings, authentic empathy, and a vision for the future. About the Guest Marjaana Toiminen is a partner and Head of Change Management at Ellun Kanat, a full service communications agency in Helsinki, Finland. Previously she worked as a managing director in a media company for 8 years. Prior to that she was an editor-in-chief for 10 years. Marjaana's main focus is facilitating strategies and change programs for companies and the public sector. She is interested in future foresight practices, companies' ability to change and adapt towards future as well as the possibility of individuals to find their potential in the disruption of work.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...
S5 E1: Building Brands from the Inside Out with Bill Southard of Southard Communications
Jul 18 2024
S5 E1: Building Brands from the Inside Out with Bill Southard of Southard Communications
In response to changing demand, public relations agencies must continuously evolve their service offerings to meet client needs. They must adapt to new market dynamics and emerging trends to remain competitive. In this episode, Bill Southard explains that PR professionals are increasingly being seen as key strategic counselors to clients, rather than just media relations experts. Clients today want to work with a partner that helps them build their business, which includes enhancing their corporate reputation but also supporting sales and growth. Bill argues that PR firms need to position themselves as strategic partners, capable of providing a range of services beyond traditional media relations. The convergence of traditional PR functions with digital marketing presents a unique opportunity for agencies to expand their service offerings and drive business growth for clients. By offering expertise in new areas, agencies can deliver comprehensive solutions that directly impact a client's bottom line. This strategic approach not only enhances the value proposition for clients but also enables agencies to stay competitive in a rapidly evolving industry landscape. Agencies can expand their capabilities either through internal expertise or strategic partnerships with external providers. This flexibility allows them to offer a comprehensive suite of services, ranging from traditional PR and media relations to product development, research, product sourcing, social media, influencer marketing, digital advertising, e-commerce optimization, including Amazon and beyond. By embracing a holistic approach to communications and brand building, PR professionals can cultivate long-term relationships with clients and position themselves as indispensable partners in driving sustainable business success. Key Takeaways PR agencies can be strategic business partners, focused on driving sales and business growth for clients. Understanding business goals and aligning PR strategies to contribute to overall business objectives is crucial for agency success. Expanding service offerings, such as Amazon optimization and paid digital campaigns, enhances agency capabilities in supporting client needs. Building brand reputation, awareness, and trust through PR efforts is essential for sustainable business success in the long run. About the Guest 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.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...
S4 E12: Reacting to Controversial Topics with Abbie Fink
Jun 20 2024
S4 E12: Reacting to Controversial Topics with Abbie Fink
In a world inundated with controversy, the age-old adage of "silence is golden" no longer holds true. The role of PR professionals is evolving to not only manage crises but also to companies on when and how to address contentious topics. In this episode, Abbie Fink explains that the key to navigating turbulent times lies in aligning organizational values with communication strategies. The decision to speak out on contentious issues requires careful consideration and alignment with core principles.Key Takeaways Authenticity and alignment with organizational values are crucial when deciding whether to make public statements on controversial topics. PR professionals should create a supportive environment for diverse opinions within organizations to facilitate respectful dialogue. Businesses must be prepared to face both support and criticism when taking a stand on contentious issues. Thoughtful consideration and discussion are essential before addressing controversial topics, ensuring employees' voices are heard and respected.Standing by statements with confidence and integrity is key to navigating the complexities of media polarization and public opinion. 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 such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations. Adrian McIntyre, PhD is a cultural anthropologist, media personality, and internationally recognized authority on communication and human connection. He delivers engaging keynote speeches and experiential culture-shift programs that train executives, managers, and teams to communicate more effectively and connect on a deeper level by asking better questions and telling better stories.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.
S4 E11: PRGN Hong Kong Conference with Andy See, Joanne Chan, and Gábor Jelinek
Jun 6 2024
S4 E11: PRGN Hong Kong Conference with Andy See, Joanne Chan, and Gábor Jelinek
In May 2024, members of the Public Relations Global Network gathered in Hong Kong for their Spring Conference. In this episode, outgoing PRGN President Andy See from Malaysia, Hong Kong member and conference host Joanne Chan, and PRGN's Executive Director Gábor Jelinek share some insights and takeaways from the conference. They discuss the significance of hosting the conference in Hong Kong, the benefits of in-person interactions with members of a global network, the region's growth potential, the role of Hong Kong as a bridge connecting China to the world, and the valuable insights gained from panel discussions on topics such as social media trends in the Asia-Pacific region, crisis management, Web3. By harnessing the collective expertise and diverse perspectives of PRGN members, the network is primed to navigate emerging trends, drive innovation, and unlock new possibilities for business growth and collaboration on a global scale. Additional Resources S4 E1: The Value of Joining a Global PR Network with Gábor Jelinek of PRGN About the Guests Andy See Teong Leng is the outgoing President of PRGN. In 2006, Andy founded Perspective Strategies, a strategic communications and issues management firm in Kuala Lumpur, Malaysia, 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. With over two decades of experience in investor relations, Joanne Chan established LBS Communications in 2012 in Hong Kong and has assisted over a hundred listed companies and startups in connecting with investors in the APAC region and other major financial markets. To support sustainable growth in the industry, she formed the Sustainability Investor Relations practice to support listed companies in enhancing their ESG performance and disclosures and to connect well-performing sustainability-focused companies with investors committed to responsible investing. 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...
S4 E10: The Green Claims Directive: Re-establishing Trust in Sustainability Communication with Martin Lucander
May 16 2024
S4 E10: The Green Claims Directive: Re-establishing Trust in Sustainability Communication with Martin Lucander
Sustainability communication has become a core component of modern corporate trust-building, as consumers increasingly prioritize businesses that demonstrate a commitment to sustainability. In this episode, Martin Lucander discusses the importance of sustainability communication in building trust with consumers and stakeholders. He focuses on the European Union's Green Claims Directive, which aims to regulate and scrutinize environmental claims made by companies to prevent misleading and deceptive practices. Martin provides insights into the directive's requirements and the implications for businesses. He emphasizes the importance of substantiating claims with scientific evidence and setting measurable goals to demonstrate progress towards sustainability. Key Takeaways Sustainability communication is a key part of corporate trust-building, as consumers increasingly make purchasing decisions based on a company's environmental and social impact. The Green Claims Directive, introduced in the EU, aims to regulate and monitor environmental claims made by companies to ensure transparency and prevent misleading or deceptive practices. The directive requires companies to substantiate their claims with independent, peer-reviewed, widely recognized scientific evidence and set measurable goals with time-bound, science-based commitments. Communicators can help organizations navigate these regulations by advising on transparent goal-setting, evaluating the evidence behind claims, and developing a coherent and unitary message internally. Additional Resources European Parliament legislative resolution, 12 March 2024, ‘Substantiation and communication of explicit environmental claims (Green Claims Directive)’ European Parliament briefing, 5 March 2024, ‘Green claims directive: Protecting consumers from greenwashing’ About the Guest Martin Lucander is a senior strategic advisor with Aspekta, a PR consultancy firm in Malmö, Sweden. He focuses on sustainability communication and corporate communication, working with both listed and non-listed clients who seek to define, build, advance or protect their sustainability profile among key audiences. He has experiences from a wide range of industries, where he leads the development of annual and sustainability reports, brand and messaging platforms, and stakeholder relationships. Martin views sustainability communication as a core component of modern corporate trust-building. As an advisor, he encourages clients to go beyond compliance and instead develop sustainable business strategies built on responsibility, transparency, and value. 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...
S4 E9: Building a Communications Team: The Client Perspective with Leeza Hoyt and James Mowdy
May 2 2024
S4 E9: Building a Communications Team: The Client Perspective with Leeza Hoyt and James Mowdy
In this episode, Abbie Fink talks with Leeza Hoyt and James Mowdy about the client perspective on building a communications team and working with an external public relations agency. James shares his experience transitioning from being a consultant to working in-house at CHOC and assembling a team of external communications professionals. They discuss the organizational structure of CHOC’s communications department, the importance of managing expectations, budgeting for communications, and the value of having quality assets for media coverage.Key Takeaways CHOC has built a team of consultants to support their communications efforts, ensuring they have access to top-notch professionals in various areas. James Mowdy’s previous experience as a consultant gives him a unique perspective on hiring and working with communications agencies, allowing him to understand the challenges and needs of both sides. The partnership between CHOC and the Hoyt Organization has been successful due to a shared passion for the organization’s mission and a strong understanding of each other’s roles and expertise. Having quality assets, such as photos and videos, is crucial for media coverage and can make the job of the communications agency much easier.Budgeting for communications is an important aspect of planning, and CHOC has been able to predict their costs by working closely with their consultants and setting clear expectations. About the Guests Leeza Hoyt, APR, is president of The Hoyt Organization, Inc., the Los Angeles area partner agency of PRGN. As a 25+ year veteran of the communications industry, she is passionate about helping clients navigate the new world of today's communications landscape. Her team has developed awarding winning campaigns for regional companies and national organizations in a wide variety of industries. She has been recognized by many organizations including being named as a "woman to watch" by Globest.com, and named as one of the top Marketing & Communications CRE Influencers by Real Estate Forum. In addition, she is a member of the Forbes Council, and the agency was named one of the top 200 PR firms in the country in 2021.James Mowdy, MBA, is the Director, Corporate Communications for the Community Housing Opportunities Corporation (CHOC), a non-profit, affordable housing developer based in Fairfield, California. He is known for transforming stories into bold tactics and a winning, goal-focused strategy. Prior to joining CHOC, he had his own consulting practice that delivered communications solutions to small businesses, startups and the C-suite across multiple sectors. His background also includes working with Discovery Communications, MC Saatchi Advertising and British Airways prior to founding his own practice.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...
S4 E8: Communication Best Practices for M&A Deal Success with Brad Kostka
Apr 18 2024
S4 E8: Communication Best Practices for M&A Deal Success with Brad Kostka
Effective communication is crucial for success in mergers and acquisitions, as it helps to build trust, transparency, and alignment between the parties involved. Brad Kostka of RoopCo discusses the importance of communication strategies during the M&A process. He emphasizes the need for sellers to market their businesses effectively to attract potential buyers, and advises on the timing and audience for communication at different stages of the process. Brad also stresses the importance of collaboration between communication teams on both sides of the deal.Key TakeawaysEffective communication is crucial in mergers and acquisitions, as it can contribute to the success or failure of the deal.Sellers need to package and market their businesses to make them attractive to potential buyers, considering the target audience and the value they bring.The M&A process involves different phases, including deal sourcing, due diligence, and the announcement of the transaction. Communication efforts should be tailored to each phase and involve key stakeholders such as employees and customers.Collaboration and alignment between the communication teams of the acquirer and the acquiree are essential to ensure a smooth and successful M&A process.Communication advisors should be included in the list of advisors for M&A deals, as their expertise can help navigate the complexities of communication strategies during the transaction.About the Guest Brad Kostka is president of Roopco, a strategic content marketing agency serving B2B manufacturers and financial services firms by amplifying their communications. The agency specializes in crafting and disseminating compelling content that drives measurable business impact. Roopco helps its clients increase awareness, generate qualified leads and close sales. Brad is responsible for ensuring that Roopco delivers results-oriented communications programs for its clients and a culture where its associates grow and thrive. Over the course of his nearly 30-year career, he has provided strategic communication counsel to organizations ranging from global, publicly traded corporations to local startups. His background includes communications strategy, branding, content marketing, media relations, digital marketing, investor relations and event management. Brad earned a bachelor’s degree in journalism from Ohio University and an MBA from Baldwin Wallace University. He has earned numerous industry awards, including six Silver Anvils from the Public Relations Society of America, the industry’s highest honor.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