In our final episode on PRGN's 2025 Influence Insights research, Andy See reflects on the survey results from an APAC perspective, highlighting the distinct challenges and opportunities for brands in the Asia-Pacific (APAC) region.

Andy, Bill, and Adrian talk about how cultural, regulatory, and market dynamics impact brand strategy and communication approaches in APAC and beyond. Their discussion underscores the importance of adapting strategies to local contexts and cultural nuances.

Download PRGN's whitepaper on insights from the 2025 global survey on Brand Influence.

Key Takeaways

• The PRGN survey offers vital insights into brand influence across diverse global markets, reaffirming the need for customized communication strategies.
• The Asian market is evolving, with growing emphasis on establishing trust and reputation among local brands.
• Consumer expectations are evolving, merging traditional PR objectives with immediate sales goals.
• Cultural differences shape perceptions of technological innovation and emotional connections in various markets.
• Thought leadership in the APAC region faces challenges due to cultural norms favoring discretion over public exposure.
• Collaboration with local experts is crucial for crafting effective strategies and navigating the complexities of market penetration in diverse contexts.

About the Guests

Andy See Teong Leng is Principal Partner and Managing Director of Perspective Strategies, a strategic communications and issues management firm in Kuala Lumpur, Malaysia. Andy founded the firm in 2006 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.

Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.

About the Host

In this episode we continue to unpack the findings of the PRGN Influence Insights research study, which surveyed 550 business, marketing, and communications leaders in over 40 countries to uncover their priorities in public relations and communications.

Bill Southard and Joaquín Fernández discuss on the survey results and their implications in the European context. They explore the differences between European and U.S. approaches to brand strategy, purpose-driven branding, and the importance of authenticity in communications. They also touch on the issue of employee advocacy, revealing that employees are seen as key brand ambassadors, sometimes even more impactful than mainstream media.

Key Takeaways

• The PRGN Influence Insights survey shows that brand influence is a critical priority for C-suite executives globally, with 89% recognizing its importance.
• A significant finding from the survey is that 94% of leaders believe trust and reputation are the most vital drivers of brand influence.
• European leaders place a higher emphasis on purpose-driven branding compared to their U.S. counterparts, with 69% wanting guidance in this area.
• Cultural and societal issues are more significant in Europe, with 73% saying they weigh heavily on brand influence.
• Employee advocacy is recognized as a significant driver of brand influence, equating its impact to that of mainstream media, which is crucial for brand messaging.

About the Guest

Joaquín Fernández is co-founder of Marlow, a Madrid-based consultancy that specializes in Corporate Influence and Go-to-Market strategies aimed at strengthening business positioning and reputation. With over 30 years of experience in corporate, political, and financial communication, he has led high-impact projects across Spain, Latin America, and the United States. He is a specialist in communication strategies and large-scale crisis management, experience he gained as Chief of Cabinet to the Spanish Minister of Defense and through his work with the Communications Department at Ferrovial, the leading global infrastructure company. In journalism, Joaquín has worked for several major media outlets, including five years as Managing Editor at The Wall Street Journal in New York City. He holds a degree in Business Administration (E-4) from ICADE University and a Master’s in Journalism from El País newspaper.

Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strat egic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.

About the Hosts

Dr. Adrian McIntyre is a...

Bill Southard and Natalie Ghidotti join Abbie Fink to dissect the findings of PRGN's groundbreaking global survey on brand influence.

This survey of marketing and business leaders across 40 countries was commissioned by the Public Relations Global Network and conducted by Researchscape International with the involvement of PRGN’s 50+ member agencies globally.

The PRGN Influence Insights survey highlights a fundamental shift in branding strategies, with trust, reputation and digital engagement emerging as the most important drivers of brand influence.

The survey results provide key insights into how businesses are redefining influence in an era shaped by digital transformation and evolving consumer trust.

Key Takeaways

• This recent global survey on "brand influence" marks a significant first for the Public Relations Global Network.
• Social media remains a dominant force in brand influence, with 76% of respondents highlighting its impact.
• A strategic approach to social media is crucial, as it's often mismanaged by inexperienced personnel.
• Employees are vital brand advocates, significantly impacting brand influence and reputation management.
• Clients increasingly seek guidance on digital strategies and analytics, reflecting the changing landscape of PR.

Additional Resources

• Read Bill Southard's blog post for this episode: "How The Brand Influence Equation Has Changed"
• Read the original PRGN article on the Influence Insights survey and download the presentation deck: "Trust, Digital Strategies and Customer Loyalty Drive Brand Influence"
• Watch the webinar: PRGN Influence Insights Survey Global Presentation (58 mins)

About the Guest

Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.

Natalie Ghidotti, APR, is principal of Ghidotti, a public relations and content marketing agency she founded in 2007, headquartered in Little Rock, Ark. and representing many of the South’s premier brands. Natalie is regional vice president

Natacha Clarac shares her insights about how artificial intelligence is reshaping the landscape of public affairs and lobbying, highlighting both its potential benefits and the ethical responsibilities that come with its use.

She emphasizes that while AI can streamline processes and enhance data analysis, a human touch remains crucial for crafting authentic and impactful messages.

Natacha encourages us to consider how AI can be harnessed responsibly to improve democratic engagement and communication effectiveness. She also talks about the importance of transparency and educating audiences about misinformation.

Key Takeaways

• Artificial Intelligence is reshaping public affairs strategies, impacting how messages are crafted and communicated.
• The responsibility of public affairs and PR professionals is to use AI ethically to combat misinformation and enhance democratic processes.
• Engaging with policymakers and crafting messages requires emotional intelligence that AI cannot replicate.
• AI can help in data collection and analysis, making workflows more efficient, but it doesn't replace strategic human insights.
• Transparency about AI usage is crucial to maintain trust and authenticity. (Full disclosure: we use an AI tool to generate these episode notes!)
• The future of public affairs and lobbying will heavily involve AI, but it will demand a balance between technology and human creativity.

About the Guest

Natacha Clarac is Managing Director & Partner of Athenora Consulting, a leading independent European public affairs firm based in Brussels, and also president of PRGN. She has been a lobbyist for more than 20 years, advocating for clients to contribute to the shaping of public policies through 360 lobbying campaigns. She co-wrote The Golden Rules of Lobbying with Stéphane Desselas and contributed to various collective books about lobbying. Natacha truly believe that lobbying is an essential part of the democratic process and that it must be done with ethics and transparency.

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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix.

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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...

"It takes 20 years to build a reputation and one tweet to destroy it." Aaron Blank joins us to discuss the crucial importance of crisis communications and the proactive measures businesses should take to prepare for potential crises.

Aaron explains how companies can effectively manage their reputations when unexpected situations arise, emphasizing that having a solid crisis plan is not just a good idea—it's essential. He talks about the value of transparency and responsiveness during a crisis, urging leaders to avoid the dreaded "no comment" response, which can harm relationships and reputations.

He highlights the need for thorough planning, scenario mapping, and ongoing communication with stakeholders in a crisis situation. Ultimately, he stresses that investing time and resources into crisis management can safeguard a company's reputation, making it a vital part of any business strategy.

Key Takeaways

• Public relations professionals emphasize the need for crisis communication planning well before a crisis occurs, as it is crucial for effective management.
• Crisis communications require understanding the landscape, including local and global events that could impact a business and its stakeholders.
• Companies should prepare for crises by maintaining a responsive communication strategy and avoiding the use of 'no comment' as a response.
• Establishing a crisis management communications team and defining roles is essential for efficient crisis response and recovery processes.
• The importance of internal communications during a crisis cannot be overstated; keeping the in-house team informed is vital for cohesive management.
• Crisis preparedness involves scenario planning, message development, and regular training to ensure teams are ready to act swiftly when needed.

About the Guest

Aaron Blank is President and CEO of Fearey. He leads the firm’s crisis and issues management work, ensuring the team has the resources and expertise to navigate complex challenges. With more than 23 years of experience, Aaron has managed high-stakes situations across the U.S., from reputational crises following crane accidents and workplace safety issues to data breaches, M&A transactions, and food recalls. He has advised CEOs, government leaders, police chiefs, and mayors during critical moments, including officer-involved shootings and legal disputes affecting both private and public sectors.

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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix....

Bradly Howland, CEO of Alkemi Collective, joins us to talk about accountability and transparency in the PR industry. He discusses the challenges of ownership within agencies and client relationships, emphasizing the impact of generational shifts on workplace culture. Bradly highlights efforts to professionalize PR in South Africa, addressing both agency and client accountability through industry standards and potential regulatory frameworks. This episode provides key insights into fostering ethical, transparent, and accountable practices in PR, which will enhance collaboration between agencies and clients.

Additional Resources

• There's a growing need for accountability and transparency within the PR industry, both towards clients and internally within agencies.
• Generational differences impact how responsibility and accountability are perceived.
• PR agencies must establish mutual accountability and clear expectations with their clients.
• Professionalizing the PR industry in South Africa is a crucial step towards setting industry-wide accountability standards.
• Embracing mistakes as learning opportunities rather than failures can transform agency culture and create better outcomes.

About the Guest

Bradly Howland is CEO of Alkemi Collective, an integrated marketing agency with offices in Cape Town and Johannesburg. With over 20 years of experience in strategic marketing communications across various sectors in South Africa, Bradly specialises in developing multi-channel campaigns that drive brand awareness and deliver measurable business results. Having worked with leading marketing and PR agencies, Bradly has honed skills in strategy planning, marketing communications, public relations, brand and reputation management, project management, and content development. Bradly, who is also the President Elect of the Public Relations Institute of Southern Africa (PRISA) contributes to the organisation’s strategic vision, supports industry growth, and plays a key role in the PRISM Awards Committee, which celebrates excellence in the field. Bradly is dedicated to shaping the future of PR and communications in South Africa, focusing on innovation, ethics, and strategic impact.

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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix.

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....

Tammy Zollner, Senior Director of Corporate Communications at RPM International, shares her journey of transforming internal communications and fostering a culture of engagement and understanding among a diverse workforce, especially during the Covid-19 pandemic. She outlines the process of centralizing RPM's communications, transitioning from a company where many weren't even aware of the parent organization, to one with a connected culture.

Tammy emphasizes the importance of understanding the audience and tailoring communications to ensure the workforce is informed and aligned with the company's overarching goals. She shares strategies her team has implemented, including leveraging AI tools to ensure effective communication among thousands of associates worldwide.

About the Guest

Tammy Zollner is senior director – corporate communications of RPM International Inc. She oversees internal and external communications, including employee communications, corporate branding, media relations, and social media. Tammy leads a team of communications professionals who create content that enhances RPM's reputation and strengthens relationships with key stakeholders. She has been with the company for over two decades in various operational and management roles. RPM owns subsidiaries that are world leaders in specialty coatings, sealants, building materials and related services. Among its leading brands are Rust-Oleum, DAP and Zinsser. The company is publicly traded on the New York Stock Exchange, ranked on the Fortune 500 and employs 17,200 individuals worldwide.

Brad Kostka is president of Roopco, a strategic marketing and PR agency for B2B companies seeking to amplify their communications. The firm specializes in crafting and disseminating compelling content that drives measurable business impact. For nearly three decades, Brad has provided strategic communication counsel to organizations ranging from local startups to global, publicly traded corporations.

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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix.

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,

The Internet today is flooded with low-quality content, so it's critical to produce targeted, impactful writing that can cut through the noise.

In this episode, Ann Smith talks about the evolution of thought leadership content and the importance of crafting genuine, strategic narratives. She explains that simply churning out words isn't enough. The focus should be on impactful, well-researched pieces that that resonate with audiences in 2025,

Ann also discusses the role of AI in content generation, highlighting both its potential benefits and the inherent risks of losing the human touch. Overall, she stresses the need for a thoughtful approach to content strategy, ensuring that it aligns with organizational goals while engaging target audiences effectively.

Key Takeaways

• Thought leadership is a critical strategy that goes beyond simple content creation and requires careful planning and execution.
• Thought leadership should be strategically integrated into communications campaigns, encompassing varied content types such as white papers, long-form articles, and social media.
• Creating content should focus on quality over quantity, especially in an environment flooded with mediocre writing.
• AI has a role in content curation and trend analysis, but human input is essential for creating authentic, nuanced, and personalized content.

About the Guest

Ann Smith is founder and president of A.wordsmith, a boutique Portland-based firm specializing in writing services, public relations, branding and communications strategy. She is passionate about a lot of things, including her family, live country music and 49ers football. At work this energy centers on building strong partnerships with her clients, connecting them with their target audiences and delivering exceptional results. With more than two decades worth of strategic communications experience Ann has worked in both agency and corporate settings, providing a broad range of support to clients. Prior to founding A.wordsmith, Ann worked at PR agencies Weber Shandwick Worldwide and Standing Partnership—managing accounts for large global companies—and served as an internal marketing manager for an international consultancy. Yet it wasn’t until starting A.wordsmith that she realized her true passion in collaborating with successful growing businesses and serving as an extension of their team.

Ann holds a bachelor’s degree in journalism with an emphasis in public relations from the University of Oregon. She has served on the board of directors for Opal Creek Ancient Forest Center, Portland’s iconic Hollywood Theatre, Girls on the Run of Portland Metro, Willowbrook Arts Camp, Business for Culture & the Arts and Abilities at Work. In addition to PRGN, Ann is an active member of Public Relations Society of America’s Counselors Academy and PDX Leadership Assembly. She founded and hosted the podcast "All Shine, No Flash®" and "Shine On!" a group of talented, fierce and fun women in Portland. She is a graduate of the Portland Business Alliance’s Leadership Portland program and the author of the first and second editions of the book "100 Things to Do in Portland Before You Die."

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...