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February 9, 2023 16 mins

We live in challenging times, and people everywhere are on edge, living in a state of chronic stress. Inflation, war, and natural disasters cause people to worry about their lives, their livelihoods, their loved ones, and their future.

How should brands, corporations and professional communicators participate in the global conversation when people are so sensitive and divided?

For Ieva Naujalyte, the answer is to "Be tasteful, be positive, and be trustworthy." Ieva believes that communicators must guide conversations on difficult topics such as climate change, politics, and social justice, and work with organizations to understand the impact of outside forces on people's everyday lives.

People can react to messages with apathy or denial, and are more likely to fall into information "bubbles." PR professionals need to understand this in order to effectively communicate with people during these difficult times. Communication strategies should take into account the fragmentation of society, as well as the manipulation of information by bad actors in order to capitalize on people's anger and fear.

Building relationships is key, and it can be done by offering true advice and support. Trust is the most critical characteristic in business, and it can be achieved by listening more than talking, helping people avoid potential traps, educating them on new issues, and delivering on promises.

About the Guest

Ieva Naujalyte is a managing partner of Adverum, a public relations firm from Lithuania and representing the Baltic states for PRGN. She has over 15 years of communication experience in various industries in Europe & the Middle East. Ieva has worked with international clients and award-winning integrated communication solutions, including large-scale cross-border projects, and internal and external communication strategies, including brand positioning, corporate sustainability, and employer branding.

About the Host

Abbie Fink is vice president/general manager 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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