S8 E3: The Sense and Nonsense of Predictions as a PR Tool with Robert Bauer

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

• Predictions in public relations are tools for building credibility and positioning organizations as thought leaders within their industries.
• Experts must strike a balance between making predictions that are too obvious and those that are excessively improbable.
• Trust and credibility are crucial; audiences are more receptive to predictions from individuals they find trustworthy and knowledgeable.
• Effective predictions often require a blend of boldness and modesty, acknowledging the inherent uncertainties of the future.
• 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 strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.

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