S8 E1: Combating Disinformation, Being Digital-First, and Responsibly Integrating AI PR with Frédéric François of Two cents

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

• Frédéric prioritizes combating fake news to preserve democracy and enhance the integrity of public relations practices.
• Advancing digital-first strategies allows PRGN members to position themselves as leaders in digital communication, addressing potential gaps in digital proficiency.
• The role of artificial intelligence in public relations is critical, with Frédéric advocating for a strategic but responsible use of AI tools.
• Strategic external partnerships and internal collaborations within PRGN will be crucial to implementing Frédéric’s initiatives efficiently.
• 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 communications.

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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