PRGN Presents: News & Views from the Public Relations Global Network Public Relations Global Network

Effective communication is crucial for success in mergers and acquisitions, as it helps to build trust, transparency, and alignment between the parties involved. Brad Kostka of RoopCo discusses the importance of communication strategies during the M&A process. He emphasizes the need for sellers to market their businesses effectively to attract potential buyers, and advises on the timing and audience for communication at different stages of the process. Brad also stresses the importance of collaboration between communication teams on both sides of the deal.
Key Takeaways
Effective communication is crucial in mergers and acquisitions, as it can contribute to the success or failure of the deal.Sellers need to package and market their businesses to make them attractive to potential buyers, considering the target audience and the value they bring.The M&A process involves different phases, including deal sourcing, due diligence, and the announcement of the transaction. Communication efforts should be tailored to each phase and involve key stakeholders such as employees and customers.Collaboration and alignment between the communication teams of the acquirer and the acquiree are essential to ensure a smooth and successful M&A process.Communication advisors should be included in the list of advisors for M&A deals, as their expertise can help navigate the complexities of communication strategies during the transaction.
About the Guest
Brad Kostka is president of Roopco, a strategic content marketing agency serving B2B manufacturers and financial services firms by amplifying their communications. The agency specializes in crafting and disseminating compelling content that drives measurable business impact. Roopco helps its clients increase awareness, generate qualified leads and close sales. Brad is responsible for ensuring that Roopco delivers results-oriented communications programs for its clients and a culture where its associates grow and thrive. Over the course of his nearly 30-year career, he has provided strategic communication counsel to organizations ranging from global, publicly traded corporations to local startups. His background includes communications strategy, branding, content marketing, media relations, digital marketing, investor relations and event management. Brad earned a bachelor’s degree in journalism from Ohio University and an MBA from Baldwin Wallace University. He has earned numerous industry awards, including six Silver Anvils from the Public Relations Society of America, the industry’s highest honor.
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....

Ariane Hofstetter discusses the importance of sustainability reporting and what goes into creating a quality sustainability report.
A sustainability report is not just a marketing brochure but an official document that allows companies to track their efforts, inform stakeholders about their progress, and manage non-financial risks.
Ariane explains the key features of a good sustainability report, including transparency, comparability of data, accuracy, timely publication, reliability, relevance, and accessibility of information.
Sustainability reporting is not limited to large multinational companies. Smaller businesses can also benefit from sustainability reporting, especially if they are part of a larger value chain and need to provide data to their customers or suppliers.
The Global ESG Monitor provides evaluations and assessments of sustainability reports, helping companies identify gaps and comply with regulations.
About the Guest
Ariane Hofstetter is recognized as an expert in the field of sustainability. She is credited with developing the methodology behind the GEM Assay™ of the Global ESG Monitor, an advanced analytical tool that evaluates the quality of corporate sustainability reporting through over 700 questions and more than 4,000 variables, making it measurable and comparable. As a co-founder of the Global ESG Monitor, Hofstetter has gained profound insights into the dynamics between companies, their stakeholders, regulatory authorities, and standard setters. Her roles as a board member at cometis AG, a consulting firm specializing in investor relations and sustainability consulting, and as Managing Director of KOHORTEN, a market research institute, allow her to bridge the gap between theoretical research and practical application. This positions her to offer well-founded advice to capital market-oriented SMEs on materiality analyses, sustainability strategies, sustainability ratings, stakeholder mappings, and sustainability reporting, always supported by comprehensive data, insights, and facts.
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.
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Michael Diegelmann, co-founder of the Global ESG Monitor, discusses the role of award programs in recognizing and promoting sustainability efforts. He highlights the importance of awards having a clear meaning and criteria, especially in the field of sustainability.
Diegelmann emphasizes the risks of using misleading logos and claims, citing examples of companies facing lawsuits for false sustainability claims. He introduces the Integrity Star Award, the first objective sustainability award that focuses on the quality of sustainability reporting and provide companies with valuable analysis.
For companies considering entering an award program, it is essential to carefully evaluate the program's criteria and methodology. Diegelmann advises against entering awards where the jury is put together by the sponsors, as this can raise questions about the award's credibility. Additionally, companies should look for programs that have a robust set of criteria and a clear methodology for selecting winners.
One of the key differentiators of the Integrity Star Award is that every company that enters will receive an executive summary of their results. This summary, which is 15 to 20 pages long, provides companies with valuable insights into the quality of their reporting and identifies areas for improvement. This feedback is crucial for companies looking to enhance their sustainability efforts and align their reporting with best practices.
Key Takeaways
There are many awards in the field of sustainability, but few have a meaningful impact or a comprehensive methodology. Companies should be cautious about using sustainability logos and claims without understanding their meaning and criteria. The Integrity Star Award is the first objective sustainability award that focuses on the quality of reporting rather than specific business models. The Integrity Star Award program provides companies with an analysis of their reporting, highlighting their strengths and areas for improvement.
About the Guest
Michael Diegelmann is co-founder of the Global ESG Monitor and founder and CEO of cometis AG. In his 25-year career he has gained a wealth of experience across the entire spectrum of investor relations. His specialties include IPOs, capital raises, ESG consultations, hostile and friendly takeovers (cross border), bond issues as well as corporate crises and all aspects of investor relations and financial media relations. Michael has a long-standing network of contacts to media, analysts, fund managers and many opinion leaders in the financial community. In addition, he is co-author of numerous specialist publications, including the bestseller “100 Financial Ratios” with more than 300,000 copies sold.
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

In this episode, Nick Leighton discusses the role of AI in public relations and how it has revolutionized the industry. He walks through a typical PR campaign and explains how AI can be used at each stage, from market analysis to media monitoring. Nick emphasizes the importance of human intelligence and creativity in conjunction with AI tools, as they complement each other in delivering effective communication strategies. Nick and Abbie also discuss the ethical considerations of using AI in PR, with a focus on transparency and disclosure.
Key Takeaways
AI has brought significant advancements to the PR and marketing industry, particularly in the area of language processing. AI can be used at various stages of a PR campaign, including market analysis, messaging development, content creation, media profiling, media pitching, media monitoring, and client-agency interaction. While AI can perform specific tasks with precision, it cannot replace human intelligence and creativity, especially in understanding complex human emotions. Transparency and disclosure are crucial when using AI in PR, ensuring clients and stakeholders are aware of its use and the policies in place. AI can be a valuable tool in crisis communications, enabling faster reactions, media monitoring, and content creation.
About the Guest
Nick Leighton is the founder and CEO of NettResults International Public Relations, an award-winning Middle East-based public relations agency launched in November 1999 with offices in Dubai, Abu Dhabi, Jeddah, and California. He has over 25 years of experience in media relations and marketing and has lived and worked in the United States, Western Europe, Eastern Europe, and the Middle East. He has represented the public image of Fortune 500 companies, some of the largest non-profit organizations in the world, political parties, and members of royalty.
Nick’s first degree was in psychology, and he followed this with an MBA from Leicester Business School in the United Kingdom, a center of excellence in marketing. He also has a diploma in marketing from the Chartered Institute of Marketing in the UK and a PMP from the Project Management Institute. In 2023, he gained his certificate in Managing Happiness from Harvard University. He is also a certified Sommelier.
Nick is co-author of the crisis communications book CRISIS COMMUNICATION: practical PR strategies for reputation management and company survival, published by Kogan Page in December 2008. His latest best-selling book is Exactly Where You Want to Be – A business owner's guide to passion, profit, and happiness. He splits his time between California and the Middle East and travels extensively for business and pleasure..
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....

Public policy, public affairs, and public relations are interconnected fields that shape the relationship between government, civil society, and the public. In this episode, Chip Taylor discusses the role of public relations in influencing public policy. He explains the differences between public affairs, public policy, and public relations, highlighting how lobbying and advocacy are subsets of PR.
Chip emphasizes the importance of consistency in messaging and coordination between PR practitioners and elected officials. He also explores various tactics for impacting public policy, such as social media campaigns, thought leadership pieces, and grassroots efforts. Finally, he provides insights into measuring the impact of PR campaigns and navigating the ever-changing landscape of elected officials.
Key Takeaways
Public affairs encompasses issues affecting civil society, while public policy focuses on the government's effect on civil society through regulation and legislation. Public relations is a broader field that includes lobbying and advocacy as subsets, specifically targeting elected officials and legislative bodies. PR practitioners can influence public policy by setting the stage, laying the groundwork, and creating an environment for beneficial conversations to take place. Consistency in messaging is crucial, whether through media relations, special events, or public policy conversations.Social media campaigns, op-eds, letters to the editor, and thought leadership pieces are effective tactics for impacting public policy.Grassroots efforts, where passionate individuals engage directly with elected officials, can be more impactful than professional advocates.Building relationships with elected officials and providing ongoing education on issues are essential for successful public policy strategies.
About the Guest
John (Chip) Taylor is Vice President of Novitas Communications, a full-service public relations firm located in Denver, CO. He has worked in the Colorado public policy and government relations environment for three decades. Chip is an expert in issue management, effective messaging, and coalition building. A recovering attorney, he also specializes in policy analysis and regulatory issues. For over 20 years, Chip was a lobbyist and spokesperson for Colorado’s county commissioners, at one time or another covering virtually every topic of county interest. Ultimately, Chip served eight years as the executive director of Colorado Counties, Inc., the statewide association of county commissioners, elevating the visibility and influence of Colorado’s counties in regional organizations, national organizations and policy debates.
Chip has professionally immersed himself in Colorado policy for most of his career. As a young lawyer for the Colorado General Assembly, he focused primarily on tax, finance, election, and education law, including implementation of the TABOR and Great Outdoors Colorado constitutional amendments. Chip also served as the county administrator for Ouray County in 1998 and 1999, and as executive director of the county insurance pools until 2022. He received both his Bachelor of Arts and Juris Doctorate from Pepperdine University and practiced civil litigation in Southern California before moving to Colorado in 1992.
About the Host
Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications

The terms integrated marketing and integrated communications are often used interchangeably. Whether you call it your marketing mix, communication mix, or strategy, the goal is to have a holistic approach that considers all channels and touchpoints.
Deborah Spencer, the Chief Marketing Officer of the Castle Group, discusses the concept of integrated marketing and its importance in strengthening relationships, telling compelling stories, and amplifying brands. She emphasizes the need to understand the audience and their preferred channels of engagement, as well as setting clear goals and objectives for marketing strategies. Deborah also highlights the significance of involving leadership in the process and the value of external perspectives in uncovering authentic messaging.
Integrated marketing is not just about what you want to say, but also about how your audience wants to engage with you. By meeting them where they are and showing that you care about their needs, you can build stronger relationships and achieve greater success in your marketing efforts.
About the Guest
Deborah Spencer is Chief Marketing Officer of The Castle Group in Boston, MA. As a marketing and creative strategist, Deb takes the creative process seriously. Her approach is to be imaginative and inventive—and calculated and tactical. She draws from decades of experience in marketing, creative direction, and project management to foster an idea to fruition and develop the best plan to deploy it.
Deb leads Castle’s marketing division, splitting her time between agency and client work. Her primary role is collaborating with visionary business leaders and creative teams to ideate actionable marketing initiatives that strengthen relationships, tell compelling stories, and amplify brands. Over her career, she’s directed hundreds of marketing projects, initiatives, and communications strategies—from marketing asset development to company branding to full-blown integrated marketing communications campaigns and strategies..
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.
Follow the Podcast
If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google 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” or “Subscribe” to the show: https://prgnpodcast.com/listen
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