S7 E1: What Drives Brand Influence? Key Findings from the PRGN Influence Insights Global Survey

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 of PRGN for The Americas region including North, Latin and South America. In her regional capacity, she supports PRGN’s members in The Americas and plays an active role in business development and new member selection. She is also serving as PRSA’s Chairman of Counselors Academy, a section for agency owners and leaders. Prior to her public relations career, she was a journalist for 11 years, working as a reporter and editor for The Business Press in Fort Worth, Texas, and Arkansas Business Publishing Group in Little Rock, Arkansas.

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 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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