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

“Prior preparation prevents poor performance." Planning for the future is key to creating a successful organization and is an important factor to consider when making decisions.
But what about a company crisis? A crisis is often evaluated by how the CEO or management handle it - but usually it runs deeper than that. How should how organizational leadership and boards of directors properly prepare for unexpected future situations?
In this episode, Dwayne Alexander of New Zealand-based Alexander PR discusses the importance of good practices for boards of directors, particularly in the face of a crisis. He highlights the need for boards to be prepared for potential red flags, such as a loss of operational margins, a decrease in working capital, or overworked staff.
Dwayne and Abbie discuss the importance of considering the wellbeing of human beings when it comes to business models, productivity, and growth. Dwayne suggests that the idea of a four-day work week is gaining traction, which has made people more conscious of the productivity of their teams. They also discuss the importance of remote working, as it can be difficult to keep track of productivity levels. Abbie mentions the need for courage to be able to make changes and to challenge the status quo. Lastly, they highlight the importance of diversity of generations on boards, as different generations can bring different perspectives and ideas.
Download the new white paper: "23 Bad Habits Your Board Should Change"
About the Guest
Dwayne Alexander has nearly three decades’ experience in helping leadership teams tell their story and build their organizational share of market and share of voice. He holds a postgraduate honours degree in marketing (cum laude) and has global multimarket experience. He co-founded the internationally recognized Alexander PR and has innovated over many years by introducing "The Content Place," Company Crisis, and also becoming a published author in 2022. A mentor and confidante to a number of boards, CEOs and founders when it comes to Reputation Management, Issues & Crisis and Storytelling, Dwayne and his team have attracted 11 global awards from San Francisco to London, Washington DC to Singapore for their PR and content work.
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.
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PR 4.0 has arrived. Are you ready for it?
For this episode, we're joined by Andy See from Perspective Strategies in Malaysia. Andy explains his concept of PR 4.0, which is the idea that consumers and stakeholders now take an active role in the process of news and information sharing. Businesses and brands must adjust to this new way of thinking and use it to their advantage to create content that is engaging and encourages people to be active.
Andy also discusses how professional communicators need to evolve to include consumer input and story co-creation. Consumers now have the power to communicate their own stories, as well as share brand stories with their peers. In light of this, professional content creators must embrace this idea of partnering with co-creators to bring forth truthful, ethical, and well-crafted communications projects.
Finally, Andy emphasizes that trust is essential and that PR professionals must play a role in being the custodians of brand information and ensuring that trust is not affected.
About the Guest
After more than a decade of working with multinational and local consultancies including The Boston Consulting Group (BCG) and Edelman, Andy See decided it was time to set up his own practice. He founded Perspective Strategies in 2006 and the boutique agency quickly built a solid reputation for quality strategic counsel, eventually becoming one of the leading PR and Strategic Communications consultancies in Malaysia. Andy speaks regularly at industry events and contributes thought leadership articles on PR, Leadership and Communications. He is a past president of the Public Relations and Communications Association of Malaysia (PRCA Malaysia) and is currently the President-elect of the Public Relations Global Network.
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...

Marketing Artificial Intelligence (AI) is the use of advanced technologies such as machine learning, natural language processing and computer vision to automate and improve marketing tasks and processes.
What are its benefits to marketers and public relations professionals? Should professional communicators be worried about their jobs? What are some steps communicators can take to get started with marketing artificial intelligence?
About the Guest
Brad Kostka is president of Roop & Co., a strategic communications agency serving B2B manufacturers and financial services firms. He is responsible for ensuring that Roop & Co. 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 planning. 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 American, the industry’s highest honor.
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 »

We live in challenging times, and people everywhere are on edge, living in a state of chronic stress. Inflation, war, and natural disasters cause people to worry about their lives, their livelihoods, their loved ones, and their future.
How should brands, corporations and professional communicators participate in the global conversation when people are so sensitive and divided?
For Ieva Naujalyte, the answer is to "Be tasteful, be positive, and be trustworthy." Ieva believes that communicators must guide conversations on difficult topics such as climate change, politics, and social justice, and work with organizations to understand the impact of outside forces on people's everyday lives.
People can react to messages with apathy or denial, and are more likely to fall into information "bubbles." PR professionals need to understand this in order to effectively communicate with people during these difficult times. Communication strategies should take into account the fragmentation of society, as well as the manipulation of information by bad actors in order to capitalize on people's anger and fear.
Building relationships is key, and it can be done by offering true advice and support. Trust is the most critical characteristic in business, and it can be achieved by listening more than talking, helping people avoid potential traps, educating them on new issues, and delivering on promises.
About the Guest
Ieva Naujalyte is a managing partner of Adverum, a public relations firm from Lithuania and representing the Baltic states for PRGN. She has over 15 years of communication experience in various industries in Europe & the Middle East. Ieva has worked with international clients and award-winning integrated communication solutions, including large-scale cross-border projects, and internal and external communication strategies, including brand positioning, corporate sustainability, and employer branding.
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...

Companies around the world are facing increased pressure from investors, customers, and other stakeholders to measure and report their Environmental, Social, and Governance (ESG) performance.
In this episode, Michael Diegelmann urges business leaders to think about the impact their corporate practices are having on communities around them and on the planet as a whole. He stresses the importance of acting now, as it is "five minutes to midnight" for sustainability.
Today’s consumers, particularly the younger generations, have higher expectations and companies need to be proactive. In the clothing industry, for example, it is important for brands to guarantee that none of their products involve child labor in order to maintain customer loyalty.
Michael explains that the process of helping corporate clients improve their ESG performance begins with analyzing the sector and benchmarking the company against its peers. This is achievable through the Global ESG Monitor (GEM) report, which examines 625 ESG reports from 350 large companies on four continents and evaluates them on 180 different criteria. The next step is to conduct a materiality analysis, which identifies areas that must be tackled first for the corporation to be sustainable in the future.
Adrian asks how this technical work will translate into a more public conversation. Michael responds that it will take time and require a change in habits and patterns, but companies who don't make changes will have difficulty finding new capital in the future. He gave the example of a CEO who nearly lost a big deal because of a lack of good ESG reporting.
It is a long process to become a sustainable company, and Michael warns against greenwashing and false claims. He predicts that there will be an increase in lawsuits in the coming decade as people and NGOs push back against companies that aren't truthful about their practices.
Companies must be transparent and measure their ESG performance in order to be considered good corporate citizens. Those that do not will face public criticism and financial consequences.
Additional Resources
Listen to Michael's previous appearance on PRGN Presents Download the latest Global ESG Monitor report. "What Your Brand’s Sustainability Resolutions Should Be For 2023" "Five Key Takeaways From Top Brands’ ESG Reports" "New EU Sustainability Reporting Rules Ask EU and U.S. Companies for More Data on Operations"
About the Guest
Michael Diegelmann is a board member and founder of cometis AG and the Global ESG Monitor. Since 1998, he has gained a wealth of experience across the entire spectrum of investor relations. He specializes in IPOs, capital increases, ESG consultations, hostile and friendly takeovers (cross-border), and bond issues, as well as corporate crises and all aspects of investor relations and financial media work. Michael has a longstanding network of contacts...

ESG, AI and innovation are three major trends that will shape 2023 for communications professionals, says David Fuscus, CEO of Xenophon Strategies.
In this episode, David discusses the importance of ESG (Environmental, Social, and Governance) programs, which are becoming an increased focus for corporations across the globe.
He emphasizes the need for corporations to be transparent and honest about their environmental and social responsibility in order to maintain credibility with the public. The United States is lagging behind in this area, but big changes are coming in terms of regulation and requirements. It is important for companies to not just focus on the environmental part of ESG, but also the social and governance parts as well.
Abbie points out that ESG is not just about creating a spreadsheet, but about taking a stand on particular issues and being vocal about it. David advises businesses to take advantage of opportunities to improve their ESG rating in order to attract more investors.
Artificial Intelligence (AI) has generated many headlines in recent weeks, and the public is starting to realize the ways that AI generated content can be used in everyday life.
PR firms need to produce a variety of content, and AI can help with that. However, skilled PR professionals are still needed to create compelling stories that capture people's attention. In today's communications landscape, it is important for PR agencies to be able to produce a many different types of content in order to run successful campaigns.
One way to accomplish this is by driving down the cost of content production -- which can actually increase the importance of the strategy and thinking behind the PR campaigns.
Additional Resources
"PR Predictions 2023: Tougher Markets, More Strategic Roles and New Opportunities Await Communicators"Listen to David's previous appearance on PRGN Presents"What is Old is New Again" by David Fuscus"5 Trends Influencing the State of Public Relations" by Aaron Blank
About the Guest
David Fuscus is the 2022-23 President of the Public Relations Global Network and CEO of PRGN's Washington, DC member agency, Xenophon Strategies. Previous to founding Xenophon in 2000 after a career in politics. He started on Capital Hill and worked for President George H.W. Bush. He was also the chief spokesman for the airline industry and conducted over 6,000 media interviews during his tenure at the Air Transport Association.
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,...