A new global survey of marketing and business leaders across 40 countries highlights a fundamental shift in branding strategies, with trust, reputation and digital engagement emerging as the most important drivers of brand influence.

The PRGN Influence Insights survey provides key insights into how businesses are redefining influence in an era shaped by digital transformation and evolving consumer trust.

This research was commissioned by the Public Relations Global Network and conducted by Researchscape International with the involvement of PRGN’s 50+ member agencies globally.

Key Takeaways

• A 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 the article and download the presentation deck with top-line findings: "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 of PRGN for The Americas region including North, Latin and South America. In her regional capacity, she supports PRGN’s members in The Americas and plays an active role in business development and new member selection. She is also serving as PRSA’s Chairman of Counselors Academy, a section for agency owners and leaders. Prior to her public relations career, she was a journalist for 11 years, working as a reporter and editor for The Business Press in Fort Worth, Texas, and Arkansas Business Publishing Group in Little Rock, Arkansas.

About the...

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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"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....