Nick Leighton, CEO of NettResults Middle East, shares insights on the evolving landscape of public relations in the region, emphasizing the significance of long-term strategic planning driven by regional visions like UAE Vision 2021 and Saudi Vision 2030. He highlights how these frameworks focus on sustainability and technological advancement, particularly in the realm of artificial intelligence, which is transforming PR practices by enabling more targeted and data-driven outreach.

Nick also talks about the unique challenges posed by tightly controlled media environments, where cultural sensitivity and ethical communication are paramount. He discusses the necessity for brands to maintain transparency and accountability, especially in an era marked by growing consumer skepticism. Nick also addresses the importance of hyper-personalization in communications and the strategic use of social media tailored to diverse linguistic and cultural contexts within the region.

Additional Resources

• Long-term national visions like UAE Vision 2021 and Saudi Vision 2030 guide the Middle East’s economic and technological progress.
• The region is a leader in sustainability, with a focus on transitioning from oil-dependence to diversified, sustainable economies.
• Artificial Intelligence is more than just a trend in the region--AI is a vital cog in diverse business operations, from PR to crisis management.
• Social media marketing in the Middle East is highly localized, catering to its rich cultural and linguistic diversity.
• Ethical practices and transparency are paramount in establishing trust within an increasingly informed and discerning consumer base.

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, and Jeddah. 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.

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 co-host and executive producer is Adrian McIntyre with Speed of Story, a B2B communications firm in Phoenix.

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Abbie Fink and Terrie Ard discuss the 2025 M.Cast™ Trends Report and the importance of forward-looking thinking and data-driven insights for business leaders and communications professionals alike.

Terrie shares how the M.Cast™ Trends Report was initiated as a guide to help leaders think like futurists, equipping them with the insights to foresee and adapt to inevitable industry transformations.

The report encourages leaders to balance technological advancement with maintaining genuine human connections, a critical aspect for organizational success.

Key Takeaways

• The M.Cast™ Trends Report was created to help leaders anticipate future trends and challenges by adopting a futurist mindset.
• In 2025, Artificial Intelligence is a "mega-trend" that is shaping business strategy and decision-making in nearly every industry, from healthcare to finance to marketing, education and entertainment.
• Successful leaders balance technology solutions with the essential human connection in their organizations.
• Organizations are shifting from customer service to customer care, emphasizing the need for a more empathetic approach and authentic interactions.
• Embracing convergence—the merging of distinct industries and technologies—will lead to innovative business models and solutions.

About the Guest

Terrie Ard is Partner, President & COO of The Moore Agency, a full-service marketing communications agency in Tallahassee, FL with a 31-year track record of building trusted influence and delivering impactful results. Terrie leads the strategic direction of the firm, including key initiatives, partnerships and client and business development. With a passion for collaboration and culture building, Terrie oversees the Moore Team, boasting a 92% retention rate.

Terrie is a specialist in corporate positioning and branding with a keen focus on strategy and creativity. Her expertise includes crisis communications, communications strategy and employee relations. Through Terrie's leadership, the agency has achieved a 98% client retention rate and is ranked a top 50 agency in the U.S. and top 200 globally. Terrie has been recognized by Florida Trend as one of the top 500 most influential leaders. She is a recipient of the Florida Public Relations Association Stanley Tait Award for Leadership, the American Advertising Federation Silver Medal for outstanding industry contributions and recognized by PR News as a Top Changemaker in the U.S.

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 co-host and executive producer is Adrian McIntyre with

Members of the Public Relations Global Network have once again shared their predictions for the public relations industry as we look ahead to 2025.

Gábor Jelinek reflects on the accuracy of last year's forecasts and discusses the evolving landscape of public relations, emphasizing the growing importance of integrated services, data-driven storytelling, and the impact of AI on communication strategies.

Gábor and Abbie explore regional differences in perspectives on sustainability and ESG initiatives, highlighting how cultural contexts shape industry trends.

They emphasize the value of trust and authenticity in this rapidly changing environment. PR professionals need to adapt to technological advancements while maintaining the human touch. "Staying nimble in an uncertain world will be an asset for PR firms."

Key Takeaways

• The importance of trustworthiness and authenticity in public relations cannot be overstated.
• AI will become a daily fixture in PR, influencing efficiency and operations significantly.
• Sustainability and ESG considerations will shape client expectations and PR strategies moving forward.
• Data-driven storytelling is essential as PR firms must adapt to evolving content demands.
• Staying nimble in an uncertain world will be crucial for PR firms to thrive.

About the Guest

Gábor Jelinek is the Executive Director of the Public Relations Global Network. Based in Budapest, Gábor has been involved with PRGN for over five years. Gábor worked as an editor for the Budapest Business Journal before transitioning into the agency business. He brings a wealth of experience and a deep understanding of the PR industry to his role as Executive Director of PRGN. In that capacity, Gábor is the center of action, supporting the work of the President and the Executive Committee to grow and develop the global communications network. Working closely with PRGN’s Business, Marketing and Membership committees, Gábor is the driver of global business development, self-marketing, and membership retention and recruitment.

More than 1,000 clients across six continents depend on the combined resources of the Public Relations Global Network to deliver targeted public relations campaigns in more than 80 markets around the world. With revenues of more than $100 million (U.S.), PRGN is among the world’s top five public relations networks. PRGN harnesses the resources of 40 independent public relations firms, 50 offices and more than 800 communications professionals to connect international companies and organizations with individual and culturally diverse markets globally.

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....