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

In response to changing demand, public relations agencies must continuously evolve their service offerings to meet client needs. They must adapt to new market dynamics and emerging trends to remain competitive.
In this episode, Bill Southard explains that PR professionals are increasingly being seen as key strategic counselors to clients, rather than just media relations experts. Clients today want to work with a partner that helps them build their business, which includes enhancing their corporate reputation but also supporting sales and growth.
Bill argues that PR firms need to position themselves as strategic partners, capable of providing a range of services beyond traditional media relations. The convergence of traditional PR functions with digital marketing presents a unique opportunity for agencies to expand their service offerings and drive business growth for clients.
By offering expertise in new areas, agencies can deliver comprehensive solutions that directly impact a client's bottom line. This strategic approach not only enhances the value proposition for clients but also enables agencies to stay competitive in a rapidly evolving industry landscape.
Agencies can expand their capabilities either through internal expertise or strategic partnerships with external providers. This flexibility allows them to offer a comprehensive suite of services, ranging from traditional PR and media relations to product development, research, product sourcing, social media, influencer marketing, digital advertising, e-commerce optimization, including Amazon and beyond.
By embracing a holistic approach to communications and brand building, PR professionals can cultivate long-term relationships with clients and position themselves as indispensable partners in driving sustainable business success.
Key Takeaways
PR agencies can be strategic business partners, focused on driving sales and business growth for clients. Understanding business goals and aligning PR strategies to contribute to overall business objectives is crucial for agency success. Expanding service offerings, such as Amazon optimization and paid digital campaigns, enhances agency capabilities in supporting client needs. Building brand reputation, awareness, and trust through PR efforts is essential for sustainable business success in the long run.
About the Guest
Bill Southard is founder and CEO of Southard Communications, a firm he founded in 1994. Under his leadership, Southard Communications has shown significant growth across a number of market segments. Headquartered in New York City, the firm has executed successful public relations, digital marketing and communications and social media campaigns for a wide range of B2B and B2C companies, for several of which the agency has been recognized with industry awards. Southard has four decades of experience in the public relations industry. Prior to founding his current firm, he was executive vice president/general manager of Dorf & Stanton Communications, an agency that was sold in 1989 to Shandwick. The agency has worked on a number of iconic brands in the toy and game space including Etch a Sketch, LeapFrog, The Elf on the Shelf, Pound Puppies and Slinky, to name a few.
About the Host
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital...

In a world inundated with controversy, the age-old adage of "silence is golden" no longer holds true. The role of PR professionals is evolving to not only manage crises but also to companies on when and how to address contentious topics.
In this episode, Abbie Fink explains that the key to navigating turbulent times lies in aligning organizational values with communication strategies. The decision to speak out on contentious issues requires careful consideration and alignment with core principles.
Key Takeaways
Authenticity and alignment with organizational values are crucial when deciding whether to make public statements on controversial topics. PR professionals should create a supportive environment for diverse opinions within organizations to facilitate respectful dialogue. Businesses must be prepared to face both support and criticism when taking a stand on contentious issues. Thoughtful consideration and discussion are essential before addressing controversial topics, ensuring employees' voices are heard and respected.Standing by statements with confidence and integrity is key to navigating the complexities of media polarization and public opinion.
About the Hosts
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.
Adrian McIntyre, PhD is a cultural anthropologist, media personality, and internationally recognized authority on communication and human connection. He delivers engaging keynote speeches and experiential culture-shift programs that train executives, managers, and teams to communicate more effectively and connect on a deeper level by asking better questions and telling better stories.
PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre.
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In May 2024, members of the Public Relations Global Network gathered in Hong Kong for their Spring Conference. In this episode, outgoing PRGN President Andy See from Malaysia, Hong Kong member and conference host Joanne Chan, and PRGN's Executive Director Gábor Jelinek share some insights and takeaways from the conference.
They discuss the significance of hosting the conference in Hong Kong, the benefits of in-person interactions with members of a global network, the region's growth potential, the role of Hong Kong as a bridge connecting China to the world, and the valuable insights gained from panel discussions on topics such as social media trends in the Asia-Pacific region, crisis management, Web3.
By harnessing the collective expertise and diverse perspectives of PRGN members, the network is primed to navigate emerging trends, drive innovation, and unlock new possibilities for business growth and collaboration on a global scale.
Additional Resources
S4 E1: The Value of Joining a Global PR Network with Gábor Jelinek of PRGN
About the Guests
Andy See Teong Leng is the outgoing President of PRGN. In 2006, Andy founded Perspective Strategies, a strategic communications and issues management firm in Kuala Lumpur, Malaysia, after working with multinational and local consultancies including The Boston Consulting Group (BCG) and Edelman for more than a decade. Perspective Strategies has built a solid reputation for quality strategic counsel and is one of the leading PR and Strategic Communications consultancies in Malaysia. Andy adopts a hands-on approach to his work and the business. Besides managing the firm, he leads strategic client relationships and coach corporate spokespersons in their media and stakeholder engagements. He is also an Adjunct Professor in the School of Media and Communication, Taylor’s University and a past president of the Public Relations and Communications Association of Malaysia (PRCA Malaysia). He speaks regularly at industry events and contributes thought leadership articles on PR, Leadership, Strategy, Sustainability and Communications.
With over two decades of experience in investor relations, Joanne Chan established LBS Communications in 2012 in Hong Kong and has assisted over a hundred listed companies and startups in connecting with investors in the APAC region and other major financial markets. To support sustainable growth in the industry, she formed the Sustainability Investor Relations practice to support listed companies in enhancing their ESG performance and disclosures and to connect well-performing sustainability-focused companies with investors committed to responsible investing.
Gábor Jelinek is the Executive Director of the Public Relations Global Network. Based in Budapest, Gábor has been involved with PRGN for over five years. Gábor worked as an editor for the Budapest Business Journal before transitioning into the agency business. He brings a wealth of experience and a deep understanding of the PR industry to his role as Executive Director of PRGN. In that capacity, Gábor is the center of action, supporting the work of the President and the...

Sustainability communication has become a core component of modern corporate trust-building, as consumers increasingly prioritize businesses that demonstrate a commitment to sustainability.
In this episode, Martin Lucander discusses the importance of sustainability communication in building trust with consumers and stakeholders. He focuses on the European Union's Green Claims Directive, which aims to regulate and scrutinize environmental claims made by companies to prevent misleading and deceptive practices.
Martin provides insights into the directive's requirements and the implications for businesses. He emphasizes the importance of substantiating claims with scientific evidence and setting measurable goals to demonstrate progress towards sustainability.
Key Takeaways
Sustainability communication is a key part of corporate trust-building, as consumers increasingly make purchasing decisions based on a company's environmental and social impact. The Green Claims Directive, introduced in the EU, aims to regulate and monitor environmental claims made by companies to ensure transparency and prevent misleading or deceptive practices. The directive requires companies to substantiate their claims with independent, peer-reviewed, widely recognized scientific evidence and set measurable goals with time-bound, science-based commitments. Communicators can help organizations navigate these regulations by advising on transparent goal-setting, evaluating the evidence behind claims, and developing a coherent and unitary message internally.
Additional Resources
European Parliament legislative resolution, 12 March 2024, ‘Substantiation and communication of explicit environmental claims (Green Claims Directive)’ European Parliament briefing, 5 March 2024, ‘Green claims directive: Protecting consumers from greenwashing’
About the Guest
Martin Lucander is a senior strategic advisor with Aspekta, a PR consultancy firm in Malmö, Sweden. He focuses on sustainability communication and corporate communication, working with both listed and non-listed clients who seek to define, build, advance or protect their sustainability profile among key audiences. He has experiences from a wide range of industries, where he leads the development of annual and sustainability reports, brand and messaging platforms, and stakeholder relationships.
Martin views sustainability communication as a core component of modern corporate trust-building. As an advisor, he encourages clients to go beyond compliance and instead develop sustainable business strategies built on responsibility, transparency, and value.
About the Host
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit...

In this episode, Abbie Fink talks with Leeza Hoyt and James Mowdy about the client perspective on building a communications team and working with an external public relations agency.
James shares his experience transitioning from being a consultant to working in-house at CHOC and assembling a team of external communications professionals. They discuss the organizational structure of CHOC’s communications department, the importance of managing expectations, budgeting for communications, and the value of having quality assets for media coverage.
Key Takeaways
CHOC has built a team of consultants to support their communications efforts, ensuring they have access to top-notch professionals in various areas. James Mowdy’s previous experience as a consultant gives him a unique perspective on hiring and working with communications agencies, allowing him to understand the challenges and needs of both sides. The partnership between CHOC and the Hoyt Organization has been successful due to a shared passion for the organization’s mission and a strong understanding of each other’s roles and expertise. Having quality assets, such as photos and videos, is crucial for media coverage and can make the job of the communications agency much easier.Budgeting for communications is an important aspect of planning, and CHOC has been able to predict their costs by working closely with their consultants and setting clear expectations.
About the Guests
Leeza Hoyt, APR, is president of The Hoyt Organization, Inc., the Los Angeles area partner agency of PRGN. As a 25+ year veteran of the communications industry, she is passionate about helping clients navigate the new world of today's communications landscape. Her team has developed awarding winning campaigns for regional companies and national organizations in a wide variety of industries. She has been recognized by many organizations including being named as a "woman to watch" by Globest.com, and named as one of the top Marketing & Communications CRE Influencers by Real Estate Forum. In addition, she is a member of the Forbes Council, and the agency was named one of the top 200 PR firms in the country in 2021.
James Mowdy, MBA, is the Director, Corporate Communications for the Community Housing Opportunities Corporation (CHOC), a non-profit, affordable housing developer based in Fairfield, California. He is known for transforming stories into bold tactics and a winning, goal-focused strategy. Prior to joining CHOC, he had his own consulting practice that delivered communications solutions to small businesses, startups and the C-suite across multiple sectors. His background also includes working with Discovery Communications, MC Saatchi Advertising and British Airways prior to founding his own practice.
About the Host
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and...

Effective communication is crucial for success in mergers and acquisitions, as it helps to build trust, transparency, and alignment between the parties involved. Brad Kostka of RoopCo discusses the importance of communication strategies during the M&A process. He emphasizes the need for sellers to market their businesses effectively to attract potential buyers, and advises on the timing and audience for communication at different stages of the process. Brad also stresses the importance of collaboration between communication teams on both sides of the deal.
Key Takeaways
Effective communication is crucial in mergers and acquisitions, as it can contribute to the success or failure of the deal.Sellers need to package and market their businesses to make them attractive to potential buyers, considering the target audience and the value they bring.The M&A process involves different phases, including deal sourcing, due diligence, and the announcement of the transaction. Communication efforts should be tailored to each phase and involve key stakeholders such as employees and customers.Collaboration and alignment between the communication teams of the acquirer and the acquiree are essential to ensure a smooth and successful M&A process.Communication advisors should be included in the list of advisors for M&A deals, as their expertise can help navigate the complexities of communication strategies during the transaction.
About the Guest
Brad Kostka is president of Roopco, a strategic content marketing agency serving B2B manufacturers and financial services firms by amplifying their communications. The agency specializes in crafting and disseminating compelling content that drives measurable business impact. Roopco helps its clients increase awareness, generate qualified leads and close sales. Brad is responsible for ensuring that Roopco delivers results-oriented communications programs for its clients and a culture where its associates grow and thrive. Over the course of his nearly 30-year career, he has provided strategic communication counsel to organizations ranging from global, publicly traded corporations to local startups. His background includes communications strategy, branding, content marketing, media relations, digital marketing, investor relations and event management. Brad earned a bachelor’s degree in journalism from Ohio University and an MBA from Baldwin Wallace University. He has earned numerous industry awards, including six Silver Anvils from the Public Relations Society of America, the industry’s highest honor.
About the Host
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.
PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre.
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