Robert Bauer joins us to unpack the intriguing topic of predictions within the PR industry—how they are formulated, their inherent risks, and their potential impact on reputation management.

He emphasizes the need for balance between cautious foresight and bold, sometimes controversial declarations about the future and shares his insights into the process of crafting meaningful predictions that resonate both with clients and broader audiences.

Our conversation also touches on the intricacies of risk management, the responsibility of experts in shaping future narratives, and the psychology behind authoritative predictions.

Key Takeaways

1. Predictions in public relations are tools for building credibility and positioning organizations as thought leaders within their industries.
2. Experts must strike a balance between making predictions that are too obvious and those that are excessively improbable.
3. Trust and credibility are crucial; audiences are more receptive to predictions from individuals they find trustworthy and knowledgeable.
4. Effective predictions often require a blend of boldness and modesty, acknowledging the inherent uncertainties of the future.
5. PR professionals play a critical role in not just making predictions but also managing the risks associated with them.

About the Guest

Robert Bauer is Managing Partner of accelent communications in Vienna, Austria, a firm he cofounded in 2011 (then as “asoluto public relations”) together with two business partners. Today, the agency is one of Austria's leading communications counselors, especially (but not exclusively) in the healthcare sector. Robert has a university degree in communications and has been working as a PR consultant since 1995. Among his main achievements were multinational PR campaigns for digital payments companies as lead agency and huge PR campaigns for the mandatory Austrian social security system. He was president of PRGN in the 2020-21 term.

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.

Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders...

Terrie Ard returns to discuss the findings of the 2026 M.Cast™ Trends Report. She explains the importance of adopting a "futurist mindset" and looking for signals and patterns of change to anticipate what is coming next, rather than simply reacting to the present.

Terrie explains the concept of the "Invisible AI Revolution," predicting that artificial intelligence will soon move from a novelty tool to transparent infrastructure, much like the internet and electricity have in the past. Because of this shift, an organization's true competitive advantage will not be the technology itself, but rather "durable skills" — distinctly human capabilities like critical thinking, empathy, and strategy.

Abbie and Terrie also discuss the trend of "Verified or Vulnerable," highlighting why proving trust is a business imperative in an era of skepticism and misinformation. Terrie offers practical advice for leaders on how to use third-party validation and data transparency to earn that trust and how to apply the report’s framework to their 2026 marketing plans.

Key Takeaways

1. Think Like a Futurist: Success requires looking for patterns and implications to act on trends before they become mainstream, shifting focus from "what's now" to "what's next".
2. The Invisible AI Revolution: We are approaching a point where AI will become "invisible" infrastructure, seamlessly embedded into business operations rather than functioning as a standalone tool.
3. The Human Competitive Advantage: As AI becomes a commodity, the organizations that win will be those that prioritize human strengths—such as critical thinking, strategy, and authentic storytelling.
4. Verified or Vulnerable: In an age of deepfakes and misinformation, reputation alone is not enough; brands must provide "verifiable proof" through data, certifications, and real customer testimonials to earn trust.

About the Guest

As Partner, President & COO, Terrie Ard leads the strategic direction and growth of Moore, a future-forward agency, including key initiatives, partnerships, and client development. With a passion for collaboration and culture building, Terrie oversees the Moore Team, boasting a 92% retention rate. Her leadership and insight have propelled the agency to achieve a remarkable 98% client retention rate, positioning it as a top 50 marketing agency nationally and top 200 globally.

With 30 years of marketing and business strategy experience, Terrie has been instrumental in leading the integration of artificial intelligence into the agency's operations, client servicing, and product development, enhancing innovation and efficiency in marketing campaigns and internal processes. Terrie's expertise in corporate positioning, branding, and crisis communications, combined with her passion for innovation, has solidified her reputation as a visionary leader in the industry.

A graduate of Florida State University with a bachelor’s degree in communications, Terrie is Accredited in Public Relations (APR) and a Certified Public Relations Counselor (CPRC). She has been recognized by Florida Trend as one of the top 500 most influential leaders. She is a recipient of the Florida Public Relations Association Stanley Tait Award for Leadership, the American Advertising...

Abbie Fink talks with newly appointed PRGN President Frédéric François about his vision for the Public Relations Global Network throughout his term.

Frédéric shares three key initiatives: combating misinformation and disinformation, advancing digital-first strategies among PRGN member agencies, and responsibly integrating AI into our work. By aligning agency efforts towards these goals, PRGN aims to serve as both a thought leader and a proactive force driving positive change in the public relations industry.

Key Takeaways

1. Frédéric prioritizes combating fake news to preserve democracy and enhance the integrity of public relations practices.
2. Advancing digital-first strategies allows PRGN members to position themselves as leaders in digital communication, addressing potential gaps in digital proficiency.
3. The role of artificial intelligence in public relations is critical, with Frédéric advocating for a strategic but responsible use of AI tools.
4. Strategic external partnerships and internal collaborations within PRGN will be crucial to implementing Frédéric’s initiatives efficiently.
5. The 2nd annual Influence Insights survey will inform PRGN’s strategies with data collected from communication directors and industry leaders on global trends and challenges.

About the Guest

Frédéric François is the new president of the Public Relations Global Network and Founder and Managing Partner of Two cents, a communications agency serving the Benelux region (Belgium, the Netherlands, and Luxembourg). Based in Brussels, Frédéric leads a team that supports clients with integrated PR, content and digital marketing, media buying and event-driven communication across sectors such as exhibitions, construction, interior design, tourism and ICT.

Early in his career, Frédéric served as PR assistant to Belgian Prime Minister Wilfried Martens, an experience that introduced him to high-stakes political communication and media relations. He then spent nearly a decade at Brussels Expo as an exhibition organizer, focusing on sales, marketing and public relations around major trade fairs and live events. This deep exposure to the event industry shaped his enduring passion for live communication and for creating memorable experiences that connect brands with their audiences.

In 2001, Frédéric founded Advanced Fair to organize trade fairs and support clients with logistics and PR across a variety of sectors. As the agency’s PR work grew, he spun off and branded its communications arm as Two cents, which has since evolved into a full-service PR and communications agency. Today, Two cents combines press relations, content and communications management, media planning and digital marketing to help brands build visibility and reputation across the Benelux region.

Alongside his agency leadership, Frédéric has a long-standing relationship with PRGN, one of the world’s leading networks of independent PR and communications firms. After serving in roles including Secretary of the network, he was elected President, succeeding Natacha Clarac and representing Two cents and the Belgian–Dutch market within PRGN’s global community. In this role he focuses on strengthening collaboration among member agencies, fostering cross-border campaigns and sharing best practices in integrated...