"Creativity cannot be forced; it must be invited to the party."

Amanda Hill, CEO of Three Box, shares her insights on fostering a creative environment within a PR firm. She explains why leaders must prioritize creating the time and space necessary for creativity to flourish, as she discovered through her own experiences during the pandemic.

By taking intentional breaks and embracing new environments, Amanda found that inspiration often strikes when least expected. She also discusses how to involve team members in the creative process, ensuring that they feel ownership and enthusiasm for new ideas, ultimately transforming both internal dynamics and client interactions.

Key Takeaways

• Creativity is not something that can be forced but should be invited and nurtured through intentional practices and environment settings.
• Creating a space for creativity involves not only physical environments but also a cultural mindset that encourages exploration and innovation.
• Leadership plays a critical role in fostering creativity by modeling behavior, taking sabbaticals, and encouraging the team to engage in new experiences.
• The integration of creativity can lead to strategic breakthroughs not only for internal teams but also in delivering exceptional client experiences.

About the Guest

Amanda Hill, MBA, APR, is passionate about leveraging marketing communications to drive impact for brands. As CEO of Texas-based Three Box, she and her team serve as strategic advisors to regional and national brands across the U.S. Amanda has been recognized for her industry expertise and millennial leadership in regional, national and global forums. Aside from her husband and their two sons, she's most proud of building an award-winning team at Three Box, named one of 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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As the United States gears up for a significant presidential election, the political climate has become an omnipresent factor influencing journalism and PR strategies.

David Fuscus, CEO of Xenophon Strategies and founder of Précis AI, shares some insights on navigating the complex landscape of political communications in an increasingly polarized environment.

David emphasizes the need for public relations professionals to be strategic in their approach, understanding the risks and ramifications of engaging in political discussions. He highlights the importance of being intentional in decision-making, using case studies like Tractor Supply's misstep with their ESG policy to illustrate the potential pitfalls of being tone-deaf to the current political climate.

David, Abbie, and Adrian also discuss the evolving media landscape, where the traditional boundaries between old and new media are blurring, and advise on leveraging niche publications and trade press for more effective outreach. They emphasize the necessity of staying informed and adaptable in a fast-changing world.

Key Takeaways

• PR professionals must counsel clients on the importance of strategic and tactical decisions, especially in politically charged times.
• Companies should be aware of the political landscape, especially during election cycles, to avoid unintended controversies.
• The media environment has evolved significantly, necessitating a nuanced understanding of both traditional and new media.
• The PR industry’s focus has shifted from purely earned media to include a significant portion of social media and niche publications.
• Businesses must be prepared for unintended political entanglements and understand how to manage crises effectively.

About the Guest

David Fuscus is CEO of Xenophon Strategies, a Washington, DC based public relations agency that he founded in 2000. Xenophon works with clients from around the world such as Airbus, The Virgin Group, The U.S. Centers for Disease Control, the U.S. Coast Guard and NEC Corporation. Fuscus wrote his first press release for his parents restaurant when he was 19 and he’s been a PR professional ever since. In 2023, he was one of two inductees into the PRSA Hall of Fame and was the President of the Public Relations Global Network that same year. Fuscus is also the CEO/Founder of Précis AI which recently launched Précis Public Relations, a generative AI platform highly specialized for PR and marketing.

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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In the dynamic world of brand marketing, integrating the voices of consumers is not just a best practice — it's a necessity.

In this episode, Jen Belcastro and Bill Southard explain why listening to the consumer is crucial for brand success. They discuss how understanding consumer behavior, preferences, and emotional connections can lead to more effective marketing campaigns and business strategies.

Consumer research is an investment that can save companies from costly missteps and ensure they remain responsive to market changes and consumer needs.

This ongoing and adaptive process is not a one-time effort but a continual practice that sustains brand relevance and drives continuous improvement.

Jen advocates for starting small to win stakeholder buy-in for consumer research. This could involve initial stakeholder interviews to identify gaps and build a case for wider research, demonstrating the value through incremental insights.

Key Takeaways

• Putting people at the heart of marketing strategies helps to build strong emotional connections with the brand.
• Identifying the correct target audience is crucial; often, companies have assumptions that may not be accurate.
• Consumer research, even on a small scale, can reveal vital insights that lead to better product and marketing decisions.
• Tracking brand performance and consumer behavior year-round is essential for ongoing success and adjustment in strategies.

About the Guests

Jen Belcastro is Founder & President of Escalate Strategies. She has spent over 20 years as a Consumer Insights & Brand Strategist at mid to large corporate agencies, serving clients from multiple verticals (B2C and B2B). She has a depth of experience in both qualitative and quantitative methodologies with a particular passion around helping clients grow winning brands that truly make the world a better place. After witnessing how typical big company challenges — high overhead, politics, bureaucracy, complex staffing models, and employee burnout — were to the direct detriment of the clients they claim to serve, she founded Escalate Strategies to offer clients direct access to her senior-level experience, entrepreneurial creativity, and laser focus on strategically impactful results.

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...

Lauren Reed-Williams has a passion for creating PR campaigns that not only drive business success but also make a meaningful difference in the community. In this episode, she discusses the significance and impact of cause marketing in today’s business landscape.

Lauren emphasizes that cause marketing should not be seen as an either-or alternative to traditional marketing tactics but rather as an additional layer that enhances the overall strategy.

She highlights the importance of genuine passion and alignment with the cause, noting that authenticity is critical for the success of these campaigns.

Lauren also provides a detailed checklist for evaluating potential cause marketing partners, covering key aspects such as online presence, cross-promotional opportunities, alignment of core values, and measurement of success.

Key Takeaways

• Authenticity in cause marketing is crucial for its success; both the company and the cause should benefit.
• Effective cause marketing campaigns can be conducted by businesses of any size, from small local companies to large national brands.
• Measurement of cause marketing efforts should be as rigorous and detailed as traditional marketing campaigns, incorporating tangible and intangible metrics.

About the Guest

Lauren Reed is CEO and founder of REED, a full-service public relations and marketing agency in Nashville, TN. With over a decade of experience in the industry, her passion lies in the psychology of communications and marketing, with a particular interest in cause marketing. Under her leadership, Reed PR has developed innovative campaigns that resonate deeply within both the local community and broader markets.

Lauren earned her Accreditation in Public Relations (APR) designation in 2010 and is a member of the Entrepreneurs’ Organization, Women Presidents’ Organization, former president of PRSA Nashville and recipient of the PRSA Nashville 2011 Mercury Award, which recognizes the top young PR professional in the Nashville market. Most recently, Lauren was named to the Nashville Business Journal’s 40 Under 40 and its Most Admired CEO list in 2018, 2019, 2020 and 2021. REED PR was also named one of the Business Journal’s Best Places to Work.

Even with all of her awards and the tremendous work she has done, she still says one of her greatest professional accomplishments was creating REED PR’s Be The Good program, which reserves a portion of the agency’s revenue to provide travel grants to individuals who want to do volunteer or mission work at home or abroad.

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

Nick Leighton returns to the podcast to discuss the evolving landscape of Generative AI and its impact on marketing and public relations.

Gen AI represents a significant departure from traditional content creation methods, harnessing algorithms to generate original content based on learned patterns from data.

We discuss the rapid growth of Gen AI, challenges and risks associated with its use, the importance of transparency, and the need for ethical responsibilities in leveraging this innovative technology effectively.

Nick aptly characterizes Gen AI as a valuable "co-pilot" for professionals, emphasizing its role in generating fresh ideas, localized content, and innovative storytelling. By leveraging Gen AI as a creative partner, PR professionals can unlock new possibilities and expand their content horizons.

Key Takeaways

• Gen AI refers to a class of artificial intelligence designed to generate new content based on learned data patterns.
• Gen AI serves as a valuable co-pilot, aiding professionals in content creation, localization, and idea generation.
• Businesses must be transparent about using Gen AI and ensure content quality and authenticity.
• PR professionals should familiarize themselves with Gen AI basics, experiment with tools, and prioritize ethics and responsibility in its use.
• Staying informed about Gen AI developments is crucial in navigating this rapidly evolving field.

About the Guest

Nick Leighton is the founder and CEO of NettResults International Public Relations, an award-winning Middle East-based public relations agency launched in November 1999 with offices in Dubai, Abu Dhabi, Jeddah, and California. He has over 30 years of experience in media relations and marketing and has lived and worked in the United States, Western Europe, Eastern Europe, and the Middle East. He has represented the public image of Fortune 500 companies, some of the largest non-profit organizations in the world, political parties, and members of royalty.

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?...

In the world of change management, having a well-crafted narrative is essential for guiding leaders and employees through times of transition.

Marjaana Toiminen, Head of Change Management at Ellun Kanat, emphasizes the importance of a change narrative that is aligned with the leadership team and resonates with all staff members. This narrative serves as a roadmap for understanding why change is necessary, what the current situation entails, and what the vision for the future looks like. It is a tool that helps leaders communicate effectively and provide a sense of empathy and hope during turbulent times.

Change cannot be dictated from the top down; it must involve input and participation from all levels of the organization. Managers play a crucial role in facilitating this process by engaging in dialogue, answering questions, and involving staff in the planning and implementation of change initiatives. Marjaana discusses the importance of creating opportunities for staff to have a say in their work environment and influence the changes that affect them.

Key Takeaways

• Leaders must prioritize communication skills and develop a cohesive change narrative to guide their teams through change initiatives.
• Effective change management involves proactive preparation, alignment among leadership, and authentic communication that resonates with employees.
• Involving managers in the change process, fostering dialogue, and showing empathy are key elements of successful change management efforts.
• Change management requires a strong, aligned narrative that is communicated effectively across all levels of an organization.
• A good change narrative should include background information, news about current happenings, authentic empathy, and a vision for the future.

About the Guest

Marjaana Toiminen is a partner and Head of Change Management at Ellun Kanat, a full service communications agency in Helsinki, Finland. Previously she worked as a managing director in a media company for 8 years. Prior to that she was an editor-in-chief for 10 years. Marjaana's main focus is facilitating strategies and change programs for companies and the public sector. She is interested in future foresight practices, companies' ability to change and adapt towards future as well as the possibility of individuals to find their potential in the disruption of work.

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...

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.

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 »