S9 E3: Results of the 2nd PRGN Influence Insights Survey with Abbie Fink of HMA Public Relations

In this episode, co-host Abbie Fink steps into the guest seat to unpack the findings from the Public Relations Global Network's 2nd Influence Insights survey.

Drawing on responses from roughly 1,800 executives globally, the survey reveals a glaring "performance gap": while 90% of leaders believe influence is critical to their business, only 17% feel their organization is executing it well enough to exceed expectations.

The survey results demonstrate that true influence is a cross-cutting effort that requires empowering frontline employees and treating brand advocacy as an organization-wide mission.

Abbie and Adrian also talk about the double-edged sword of AI in modern content creation. While nearly half of the survey respondents praise AI for its efficiency, a third recognize that it threatens brand differentiation and trust, risking a plunge into a generic "sea of slop."

Abbie points out that maintaining a truly influential brand requires keeping human creativity, strategy, and authenticity at the heart of your communications.

Key Takeaways

• Brand influence is a cross-cutting organizational challenge that extends beyond the PR team, requiring active participation from HR, customer service, and leadership.
• Although 90% of executives say influence is critical and 70% believe it is growing in importance, there is a significant execution gap, with only 17% exceeding their own expectations.
• Empowering your workforce is a massive untapped opportunity; only 44% of organizations actively leverage employee advocacy, despite knowing its impact on brand promise.
• While AI increases content production efficiency, a third of leaders recognize it makes it much harder for brands to stand out and remain distinctive.
• Trust remains the fundamental driver of influence for 60% of respondents, meaning organizations must prioritize authentic, human-driven connections over algorithmically generated noise.

About the Guest

Abbie S. Fink is president of HMA Public Relations. She has been with the firm since 1993, most recently serving as vice president/general manager. Her varied marketing communications background includes skills in media relations, digital communications/social media strategies, special event management, community relations, issues management and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, education, economic development and real estate, government affairs and tribal affairs, as well as not-for-profit organizations. Under her leadership, the agency was awarded a Silver Anvil Award of Excellence for Boutique Agency of the Year from the Public Relations Society of America and was inducted as a member of the Class of 2025 and 26 Arizona State University Sun Devil 100. Abbie currently serves as board chair for Valley Youth Theatre and is a graduate of the 2025-26 cohort for the Arizona State University Leadership Institute.

About the Hosts

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN.

Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms.

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.

Follow the Podcast

If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple 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” 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 »