PRGN Presents: PR News & Views from the Public Relations Global Network

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 advisor to presidents, CEOs and C-level executives of public and private companies and institutions in Mexico. She is an entrepreneur with an strategic vision and outstanding response capability with a results-oriented approach.

About the Host

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

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

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 »

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 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 »

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 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 »

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, government affairs and tribal affairs, as well as not-for-profit organizations.

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

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 »

"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 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 »

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 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 »

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 communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

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

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 »

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 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 »

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 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 »

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 executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.

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