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  • S8 E8: From Coffee to Contracts: Moving PR Prospects Through the Pipeline with Jamie Gardner of Novitas Communications

    S8 E8: From Coffee to Contracts: Moving PR Prospects Through the Pipeline with Jamie Gardner of Novitas Communications
    2026/04/16
    Jamie Gardner joins Abbie Fink to talk about the biggest business development challenges agency leaders face: winning the right clients, moving prospects through a long business development cycle, and growing existing accounts. Jamie makes the case for proactive relationship-building over reactive crisis-driven engagement, arguing that agencies are better positioned when they help clients get ahead of issues before they escalate. She emphasizes that cold outreach is rarely as effective as referrals, networking, and strong relationships, and that agencies need to clearly communicate the value of PR as a business investment.Jamie also digs into the practical side of moving prospects through the pipeline. She shares that there is no single formula: sales cycles can be long, ghosting is common, and outside factors often slow decisions. The key is to listen carefully, reduce friction, and make it easier for prospects to say yes, while avoiding the trap of giving away too much strategic thinking in the proposal stage.Key Takeaways Strong relationships and referrals are more effective than cold outreach in agency business development. PR is easier to sell when it is framed as a strategic business investment, not just a transactional service. Long sales cycles are normal, so persistence, listening, and low-friction next steps matter. Proposals should show expertise without giving away too much detailed strategy for free. Existing clients often present important growth opportunities when agencies listen closely and demonstrate added value. About the Guest Jaime Gardner joined Novitas Communications in September of 2021 as Business Development and Communications Director, and became Executive Vice President in March of 2025. Jaime has over 25 years’ experience working in the public and private sector. She started her career supporting global operations for an international telecom company, then worked for the federal government in a variety of positions, and has run her own small business. Jaime has owned High Plains Communications, LLC since 2008, a small consulting firm based in Eastern Colorado, specializing in communications and public relations consulting, community relations/outreach, and regulatory consulting; she also manages the mom blog, Juggling Normal. She enjoys all manner of projects, especially tackling new challenges and solving problems for clients.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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” the show: https://prgnpodcast.com/listen Need to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »
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    23 分
  • S8 E7: PR for Local Businesses with Megan Yocum and Johnny Reynolds of Buchanan Public Relations

    S8 E7: PR for Local Businesses with Megan Yocum and Johnny Reynolds of Buchanan Public Relations
    2026/04/02
    Megan Yocum & Johnny Reynolds talk about PR for small businesses and how public relations can be a valuable asset regardless of the size of the company. They explain how PR can effectively tell a company's story and discuss issues such as strategic planning, realistic goal setting, and budget considerations. They emphasize the importance of building brand visibility, establishing consumer trust, being clear on PR objectives and collaborating with a PR partner to maximize impact.Key TakeawaysThe Value of PR for Small Businesses: Small businesses should not feel they're too small for PR. Every organization has a valuable story to tell, and PR agencies can help strategize on effectively communicating those stories.Timing for PR Consultation: Megan advises that earlier is better when engaging PR agencies, allowing for strategic planning and effective execution.Setting Clear Goals: Understanding and outlining clear PR goals are crucial. Businesses need to articulate their objectives and expected outcomes from engaging a PR firm.Role of Creativity in PR Strategies: Johnny highlights the importance of creative storytelling in driving consumer engagement and articulating the unique aspects of a business.Maximizing Limited Budgets: For companies with limited resources, PR strategies can focus on key areas that deliver impactful results without requiring large financial investments.About the Guests Megan Yocum is Co-Owner & Principal at Buchanan Public Relations. She has 15 years of experience in strategic communications and public relations, with deep knowledge in the financial services, higher education, consumer goods, healthcare, nonprofit and professional services industries. Megan has worked in both agency and corporate settings, and specializes in strategic messaging, thought leadership and content marketing. She holds a Bachelor of Arts in Communications with a focus in Public Relations from Albright College and is certified in Leadership Communication from the Public Relations Society of America (PRSA).Johnny Reynolds is Co-Owner & Principal at Buchanan Public Relations. He serves as the agency’s Director of Media Relations, where he leads the implementation of media relations programs for the firm’s clients. He regularly works with top-tier media, including Bloomberg, Business Insider and The Wall Street Journal. Under Johnny’s leadership, the firm has won numerous awards for media relations campaigns. Johnny also helps manage the agency’s digital practice, holding several digital marketing certifications, including LinkedIn Certified Marketing Insider, HubSpot Academy Email Marketing Certification, the Semrush SEO Crash Course Certification. He holds a Bachelor of Arts in Communications from Villanova University and serves as the Villanova University PRSSA Chapter Professional Advisor.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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” the show: https://prgnpodcast.com/listen Need 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 ...
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    18 分
  • S8 E6: Strategic Communications in China with Shawn Jiang of China Advocate

    S8 E6: Strategic Communications in China with Shawn Jiang of China Advocate
    2026/03/19
    Shawn Jiang discusses the intricacies of doing business in China and the evolving dynamics of public relations in the region. He shares valuable insights into the current landscape of the Chinese market, highlighting recent shifts, government strategies, and the role of communication firms in navigating these changes.Shawn emphasizes a noticeable shift from rapid growth to a more moderated pace due to global economic pressures. He notes that local Chinese companies are increasingly looking to expand globally, while American firms are becoming more hesitant to make new investments. In contrast, he observes a distinct rise in interest from investors in the Middle East and Europe, reflecting a diversified business landscape that communication agencies must adapt to.Shawn also discusses China’s Five-Year Plan, a unique strategic framework focused on innovation, high-technology, and a green transition. Shawn explains that navigating this plan is critical for foreign companies looking to enter the Chinese market, advising that they align their business strategies with national priorities to unlock opportunities for growth and support.About the Guest Shawn Jiang Xiaofeng is Founder & CEO of China Advocate and Regional Vice President for Asia-Pacific for the Public Relations Global Network (PRGN). With 25 years of experience in public affairs, strategic communication, and marketing across the Asia-Pacific region, Shawn specializes in aligning policy environments, media dynamics, and business goals via targeted strategic communication. As leader of Beijing-based boutique consulting firm China Advocate, he has advised Fortune 500 companies and leading domestic enterprises across advanced manufacturing, tech, healthcare, and Chinese firms pursuing global expansion. Shawn develops policy-aligned communication strategies to build trust with official stakeholders and advance clients’ policy advocacy goals and has provided policy briefings and counseling to C-suite executives. He has managed 20+ crisis incidents and delivered more than 50 training sessions. He is a sought-after public speaker to organizations such as the China International Public Relations Association (CIPAR), the UK Embassy, European Chamber of Commerce in China, American Chambers of Commerce in China, and local Chinese business chambers. Shawn has authored 12 essays and hosted China Watch salons for in-depth public affairs and communications dialogues. He has earned many industry accolades for the agencies including B2B Communications Awards and Gold Standards for Public Affairs Awards. Shawn holds a bachelor’s degree from Wuhan University and an EMBA from China Europe International Business School (CEIBS).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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” the show: https://prgnpodcast.com/listen Need 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...
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    28 分
  • S8 E5: Earned Media, AI, and Authenticity in Brand Reputation Management with Tina Kozak of Franco

    S8 E5: Earned Media, AI, and Authenticity in Brand Reputation Management with Tina Kozak of Franco
    2026/03/05

    Tina Kozak is the CEO of Detroit-based Franco. She's the first woman and only the third person to hold the CEO position in firm's 62 year history. Her career highlights span a variety of areas from client service and industry innovation to organizational culture and empowering women. As Franco’s CEO, she leads the company in its values, culture and strategic vision. One of metro Detroit’s most respected crisis communications strategists, Tina counsels a range of clients in communications strategy, change management and community relations. Tina challenges clients to think differently about communications and seeks to influence organizational performance, not just tell stories.

    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.

    Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.

    PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.

    Follow the Podcast

    If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” the show: https://prgnpodcast.com/listen

    Need to hire a PR firm?

    Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »
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    21 分
  • S8 E4: Why Every Brand Needs an AI "Narritect" with Nick Leighton

    S8 E4: Why Every Brand Needs an AI "Narritect" with Nick Leighton
    2026/02/19
    Nick Leighton returns to the podcast to talk about how artificial intelligence is revolutionizing public relations.He explains his concept of the "Narritect," a person who designs and engineers brand messages, similar to how an architect develops blueprints.As AI accelerates content creation, brands risk drowning in content and starving for clarity. The Narritect's task is to construct coherent narratives across PR, marketing, and leadership communications, turning insight into strategy.Key Takeaways The job of the "Narritect" is to design, engineer, and structure brand messages, elevating PR professionals closer to leadership roles. AI assists in research and drafting but cannot replace the nuanced insights and strategic decisions made by seasoned professionals. AI's ability to tailor messages to different cultural contexts is powerful, yet human interpretation remains crucial. The increasing role of AI in communications challenges entry-level positions, emphasizing the value of experienced professionals. Successful brands will effectively merge clear, simple, human narratives with AI-driven content creation strategies. About the Guest Nick Leighton is the founder and CEO of NettResults, an award-winning Middle East-based public relations agency launched in 1999 with offices in Dubai, Abu Dhabi & Riyadh. He has over 25 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. Nick's latest bestseller is available in paperback, Kindle, and Audible: The AI Effect: How Artificial Intelligence Is Rewriting the Rules of Public Relations.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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” the show: https://prgnpodcast.com/listen Need to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »
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    19 分
  • S8 E3: The Sense and Nonsense of Predictions as a PR Tool with Robert Bauer

    S8 E3: The Sense and Nonsense of Predictions as a PR Tool with Robert Bauer
    2026/02/05
    Robert Bauer joins us to unpack the intriguing topic of predictions within the PR industry — how they are formulated, their inherent risks, and their potential impact on reputation management. He emphasizes the need for balance between cautious foresight and bold, sometimes controversial declarations about the future and shares his insights into the process of crafting meaningful predictions that resonate both with clients and broader audiences. Our conversation also touches on the intricacies of risk management, the responsibility of experts in shaping future narratives, and the psychology behind authoritative predictions.Key Takeaways Predictions in public relations are tools for building credibility and positioning organizations as thought leaders within their industries. Experts must strike a balance between making predictions that are too obvious and those that are excessively improbable. Trust and credibility are crucial; audiences are more receptive to predictions from individuals they find trustworthy and knowledgeable. Effective predictions often require a blend of boldness and modesty, acknowledging the inherent uncertainties of the future. PR professionals play a critical role in not just making predictions but also managing the risks associated with them. About the Guest Robert Bauer is Managing Partner of accelent communications in Vienna, Austria, a firm he cofounded in 2011 (then as “asoluto public relations”) together with two business partners. Today, the agency is one of Austria's leading communications counselors, especially (but not exclusively) in the healthcare sector. Robert has a university degree in communications and has been working as a PR consultant since 1995. Among his main achievements were multinational PR campaigns for digital payments companies as lead agency and huge PR campaigns for the mandatory Austrian social security system. He was president of PRGN in the 2020-21 term.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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” the show: https://prgnpodcast.com/listen Need to hire a PR firm? Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »
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    18 分
  • S8 E2: Balancing Automation and Authenticity: The 2026 M.Cast™ Trends Report with Terrie Ard of Moore

    S8 E2: Balancing Automation and Authenticity: The 2026 M.Cast™ Trends Report with Terrie Ard of Moore
    2026/01/21
    Terrie Ard returns to discuss the findings of the 2026 M.Cast™ Trends Report. She explains the importance of adopting a "futurist mindset" and looking for signals and patterns of change to anticipate what is coming next, rather than simply reacting to the present.Terrie explains the concept of the "Invisible AI Revolution," predicting that artificial intelligence will soon move from a novelty tool to transparent infrastructure, much like the internet and electricity have in the past. Because of this shift, an organization's true competitive advantage will not be the technology itself, but rather "durable skills" — distinctly human capabilities like critical thinking, empathy, and strategy.Abbie and Terrie also discuss the trend of "Verified or Vulnerable," highlighting why proving trust is a business imperative in an era of skepticism and misinformation. Terrie offers practical advice for leaders on how to use third-party validation and data transparency to earn that trust and how to apply the report’s framework to their 2026 marketing plans.Key Takeaways Think Like a Futurist: Success requires looking for patterns and implications to act on trends before they become mainstream, shifting focus from "what's now" to "what's next". The Invisible AI Revolution: We are approaching a point where AI will become "invisible" infrastructure, seamlessly embedded into business operations rather than functioning as a standalone tool. The Human Competitive Advantage: As AI becomes a commodity, the organizations that win will be those that prioritize human strengths—such as critical thinking, strategy, and authentic storytelling. Verified or Vulnerable: In an age of deepfakes and misinformation, reputation alone is not enough; brands must provide "verifiable proof" through data, certifications, and real customer testimonials to earn trust. About the Guest As Partner, President & COO, Terrie Ard leads the strategic direction and growth of Moore, a future-forward agency, including key initiatives, partnerships, and client development. With a passion for collaboration and culture building, Terrie oversees the Moore Team, boasting a 92% retention rate. Her leadership and insight have propelled the agency to achieve a remarkable 98% client retention rate, positioning it as a top 50 marketing agency nationally and top 200 globally.With 30 years of marketing and business strategy experience, Terrie has been instrumental in leading the integration of artificial intelligence into the agency's operations, client servicing, and product development, enhancing innovation and efficiency in marketing campaigns and internal processes. Terrie's expertise in corporate positioning, branding, and crisis communications, combined with her passion for innovation, has solidified her reputation as a visionary leader in the industry.A graduate of Florida State University with a bachelor’s degree in communications, Terrie is Accredited in Public Relations (APR) and a Certified Public Relations Counselor (CPRC). She 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 nation.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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple ...
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    22 分
  • S8 E1: Combating Disinformation, Being Digital-First, and Responsibly Integrating AI PR with Frédéric François of Two cents

    S8 E1: Combating Disinformation, Being Digital-First, and Responsibly Integrating AI PR with Frédéric François of Two cents
    2026/01/08
    Abbie Fink talks with newly appointed PRGN President Frédéric François about his vision for the Public Relations Global Network throughout his term.Frédéric shares three key initiatives: combating misinformation and disinformation, advancing digital-first strategies among PRGN member agencies, and responsibly integrating AI into our work. By aligning agency efforts towards these goals, PRGN aims to serve as both a thought leader and a proactive force driving positive change in the public relations industry.Key Takeaways Frédéric prioritizes combating fake news to preserve democracy and enhance the integrity of public relations practices. Advancing digital-first strategies allows PRGN members to position themselves as leaders in digital communication, addressing potential gaps in digital proficiency. The role of artificial intelligence in public relations is critical, with Frédéric advocating for a strategic but responsible use of AI tools. Strategic external partnerships and internal collaborations within PRGN will be crucial to implementing Frédéric’s initiatives efficiently. The 2nd annual Influence Insights survey will inform PRGN’s strategies with data collected from communication directors and industry leaders on global trends and challenges. About the Guest Frédéric François is the new president of the Public Relations Global Network and Founder and Managing Partner of Two cents, a communications agency serving the Benelux region (Belgium, the Netherlands, and Luxembourg). Based in Brussels, Frédéric leads a team that supports clients with integrated PR, content and digital marketing, media buying and event-driven communication across sectors such as exhibitions, construction, interior design, tourism and ICT.Early in his career, Frédéric served as PR assistant to Belgian Prime Minister Wilfried Martens, an experience that introduced him to high-stakes political communication and media relations. He then spent nearly a decade at Brussels Expo as an exhibition organizer, focusing on sales, marketing and public relations around major trade fairs and live events. This deep exposure to the event industry shaped his enduring passion for live communication and for creating memorable experiences that connect brands with their audiences.In 2001, Frédéric founded Advanced Fair to organize trade fairs and support clients with logistics and PR across a variety of sectors. As the agency’s PR work grew, he spun off and branded its communications arm as Two cents, which has since evolved into a full-service PR and communications agency. Today, Two cents combines press relations, content and communications management, media planning and digital marketing to help brands build visibility and reputation across the Benelux region.Alongside his agency leadership, Frédéric has a long-standing relationship with PRGN, one of the world’s leading networks of independent PR and communications firms. After serving in roles including Secretary of the network, he was elected President, succeeding Natacha Clarac and representing Two cents and the Belgian–Dutch market within PRGN’s global community. In this role he focuses on strengthening collaboration among member agencies, fostering cross-border campaigns and sharing best practices in integrated communications.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.Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ. Follow the Podcast If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple Podcasts, or any other podcast app. We publish...
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    21 分