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

Alexandra Dinita argues that ESG is not just a trend but a moral and business imperative. By embracing ESG, organizations can build trust, transparency, and peace of mind.
In today's world, plagued by crises and moral dilemmas, Alexandra higher moral standards and values are essential. ESG provides a global conversation that can address these issues and create a better future for businesses and society as a whole. It is time for businesses to embrace ESG and pave the way for a better tomorrow.
While ESG may currently be seen as a burden in countries like Romania, Alexandra emphasizes the need to view it as a moment of clarity and a wake-up call for companies. Organizations must understand that they have a role and a mission as economic and social actors, and they can no longer hide from their responsibilities.
The process of embracing ESG involves deep systemic changes, from due diligence to changing business processes and models, setting clear targets, and constant communication. Alexandra urges companies to start this transformation immediately, as it is a time-intensive process that requires careful planning and execution.
The road to ESG compliance may be challenging, but Alexandra insists it is the only way forward for achieving long-term values of transparency, truth, and building a lasting reputation.
Key Takeaways
ESG is not a trend but a transformation that can create a better future. ESG compliance leads to more public trust, transparency, and influence for companies. Companies cannot hide anymore and must embrace their role as environmental and social actors. ESG requires a new mindset and restructuring of business models for long-term sustainable growth.
About the Guest
Alexandra Dinita is Founder & Managing Partner of Free Communication in Bucharest, Romania. After earning a degree in architecture and urbanism, she chose to take challenges of the communication field over 20 years ago. With extensive experience in PR & marketing, she has coordinated integrated communication services for large international accounts in challenging industries as healthcare, aviation, finance & insurance, automotive, retail, and construction. Alexandra also holds an Executive MBA from ASSEBUSS/Kennesaw State University.
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.
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Public relations and marketing communications have evolved significantly over the past decade, requiring a shift in how we define and measure success. In today's landscape, it is crucial to frame success in terms of business outcomes rather than expected PR wins. By understanding the results that matter to an organization and aligning PR efforts to those goals, we can create strategies that drive real impact.
Amanda Hill, CEO of Three Box Strategic Communications, emphasizes the need to understand what counts as "success" for the client's organization and how PR wins can be amplified to help reach those outcomes. She highlights the significance of reaching the right people at the right time through the right channels and discusses the value of thought leadership and amplification in developing an effective PR strategy. Amanda advises PR and marketing teams to plan ahead, present content in a fresh way through each channel, and combine metrics to showcase the full impact of PR wins.
About the Guest
Three Box CEO Amanda Hill, MBA, APR, is passionate about leveraging marketing communications to drive impact for brands. An experienced strategist, she has led national and international campaigns for Fortune 500s and up-and-coming organizations. Amanda’s industry expertise and millennial leadership has been recognized regionally and globally, including being named a "40 Under 40" by the Dallas Business Journal and PRSA Dallas. Aside from her husband and their two sons, she's most proud of building an award-winning team at Three Box, recognized as one of Dallas' top agencies and 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.
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/listen
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In this episode, we delve into the crucial role that public relations and communications play in driving revenue for businesses.
Michelle Lyng, CEO of Novitas Communications, shares her insights on how PR can have a direct impact on sales and revenue, and why it is essential for businesses to understand this connection.
Michelle argues that PR should be seen as integral to a business's success: "PR should be as integral to your business as accounting or having a legal strategy. It's critical for success." By enhancing reputation, building relationships, and supporting the sales funnel, PR can have a significant impact on revenue.
She emphasizes the need for education and collaboration within organizations to ensure that PR is aligned with overall business goals. She also provides insights into measuring the success of PR activities and the importance of ongoing evaluation and improvement.
Key Takeaways
PR can drive revenue by enhancing reputation, building relationships, and supporting the sales funnel. Awareness, engagement, consideration, evaluation, and purchase are key stages in the sales funnel that PR can impact. Measuring web traffic, share of voice, down funnel prospects, and sales revenue can help quantify the impact of PR activities. Collaboration between PR, marketing, and other teams is essential for aligning PR with overall business strategy. Setting clear expectations, maintaining access to senior leadership, and reporting on PR activities are crucial for success.
About the Guest
Michelle Lyng is the founder and CEO of Novitas Communications, an award-winning, full-service public relations firm based in downtown Denver. She founded Novitas during the Great Recession of 2008 and quickly became best known for her work in issue management, corporate communication and crisis communication in highly regulated sectors, including education, oil and gas, real estate, technology, healthcare and financial services. Michelle has over 25 years of experience in strategic communications and advises a wide range of clients, from Fortune 100 companies to start-ups and nonprofits, on responding proactively and reactively to emerging communications issues.
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.
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

Frédéric François discusses the current state of live events and the challenges and opportunities they present. He notes that while most events are back, there are still some issues with international attendees due to travel restrictions. He highlights the importance of networking in B2B events and how online platforms cannot replicate the physical networking experience.
Frédéric also mentions the disappearance of small meetings that could be easily conducted online, which has had an impact on the event industry. He emphasizes the need for events to focus on creating a multi-sensory experience and explains how his company incorporates content, demonstrations, and networking opportunities into their B2B trade fairs. Frédéric also discusses the challenges of finding and booking technical personnel in the post-COVID era and the importance of sustainability in event planning. He concludes by expressing his belief that AI is an ally to event organizers and that physical events will continue to thrive due to their unique ability to engage all five senses.
About the Guest
Frédéric François is General Manager of Two cents agency in Brussels, Belgium. With a majority of his career spent in the event space, Frédéric has extensive experience in planning and executing live events. He is passionate about creating memorable experiences for attendees and helping organizations incorporate events into their strategic communications plans. Frédéric spent the first 10 years of his career at Brussels Expo as an exhibition organiser with special interest in the marcom aspects. He then created two companies: Advanced Fair, which specialises in trade fair organisation, and Two cents, which specialises in PR, content, and digital marketing. Why choose between two activities when you can combine both?
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.
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/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...

Joanne Chan discusses the importance of integrating ESG (environmental, social, and corporate governance) into a company's investor relations strategy. She emphasizes the need for transparency and consistency in ESG communication, as well as tailoring a communication strategy to address the diverse concerns of investors and other stakeholders. Joanne also highlights the role of recognized ESG reporting standards and frameworks in setting targets for companies to achieve.
About the Guest
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.
About the Host
Abbie Fink is vice president/general manager 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.
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/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 this episode, Sean Dowdall highlights the role of PR professionals in guiding companies towards values alignment and the impact it can have on the community.
Drawing from his experience growing up on a tribal nation, Sean emphasizes the need for businesses to have a strong mission and vision that serves the benefit of people and the planet. He explains the pitfalls of solely focusing on making money and shares how the dot-com era exemplified the consequences of this approach. He also explains how the COVID-19 pandemic has prompted individuals and organizations to reevaluate their priorities and strive for work that helps others.
Sean emphasizes the importance of aligning values with clients and employees, as well as the need for strategic decision-making that considers the impact on a company's brand and reputation. He also discusses the challenges of working with clients whose values may not align with your own and the importance of vetting potential clients.
About the Guest
Sean Dowdall, President of Landis Communications Inc. (LANDIS), is a 30-year public relations, marketing and sales executive. The son of a banker, he started his career at his father’s local bank on the Flathead Indian Reservation in his hometown of Polson, Montana. Prior to LANDIS, he was Chief Marketing Officer for Rabobank, N.A. Prior to Rabobank, Sean headed a variety of marketing, sales, public relations, and digital/Internet functions at Wells Fargo Bank and Bank of America.
Sean graduated from Santa Clara University (BS in Finance) and the Pacific Coast Banking School at the University of Washington (Seattle, WA). He also studied in Tokyo, Japan during his junior year of college. He served as President of the Board of ODC San Francisco for 5 years during 2 $10 million capital campaigns to expand the ODC campus supporting more than 200 dance classes every week and an active 200-seat performing arts theatre. Sean is married to David Landis, the retired Founder of Landis.
About the Host
Abbie Fink is vice president/general manager 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.
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/listen
Need to hire a PR firm?
Leading a business effectively in...