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 Host

Abbie Fink is president of

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

About the Guest

Natacha Clarac is General Director & Partner of Athenora Consulting, a leading independent European public affairs firm based in Brussels, and 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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