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...