In case you missed it: PRWeek's Steve Barrett hosts a conversation about our 2025 Relevance Report: AI Activated with guests Frank X. Shaw, Chief Communications Officer at Microsoft, Melissa Waggener Zorkin, Global CEO of WE Communications, and Fred Cook, our Center for PR director. The trio discuss how AI is changing how communicators work, create, and connect and how it makes people in our industry feel more valued. The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance.

In this episode of PR Future, Fred Cook is joined by Barby Siegel, Global CEO of Zeno Group; Matt Tidwell, Director of Professional Graduate Studies, William Allen White School of Journalism and Mass Communications, University of Kansas, and board member, the International Association of Business Communicators (IABC); Victoria Hamilton, senior director of strategic planning, Zeno Group; and David Michaelson, Research Fellow at the USC Center for Public Relations, to unpack the findings of the 2025 Global Communication Report. Together, they examine the rapidly evolving landscape of public relations, addressing the growing influence of AI, the rise of hybrid work models, and shifting generational expectations. The discussion explores the contrast between influencer marketing and traditional media, the crucial role of media literacy in combating misinformation, and the challenges of navigating an increasingly polarized media landscape. Emphasizing authenticity, mentorship, and inclusion, the panel highlights how Gen Z and other emerging voices are reshaping the future of PR—and why the industry has reasons to be optimistic.

In this episode of #PRFuture, Fred Cook is joined by Eli Williams of Day One Agency to explore the findings of a new study, “Life Actually: A No Bullshit Study on the Future Gen Z Wants,” produced in collaboration with the USC Center for Public Relations. Together, they unpack what Gen Z really values and how those values are shaping the next chapter of public relations, marketing, and society at large. Based on a nationwide survey of over 1,000 Gen Zers, the study reveals three distinct personas within the generation: • Neo-Traditionalists, who lean toward conservative values and crave stability • Fluid Pragmatists, who take a thoughtful, flexible approach to life • Internet-Age Explorers, who prioritize experiences and embrace uncertainty The conversation touches on Gen Z’s concerns about money, their evolving approach to media, and the importance of recognizing diversity within the generation itself. Rather than following a linear path, many in Gen Z are forging new timelines, blending traditional goals with modern realities.

The Future of PR: Exploring Four Generations in the Workforce In this special episode from the 2025 Kenneth Owler Smith Symposium, industry leaders dive into the forces reshaping public relations — AI, hybrid work, media changes, and polarization — and discuss how they impact the four generations working in PR today. Moderated by Zeno Group’s Global CEO, Barby K. Siegel, the panel address the importance of values, flexibility, and collaboration in navigating these challenges. The discussion was based on the USC Center for PR’s 2025 Global Communication Report: Mind The Gap. The panelists address the integration of AI in work, emphasizing its role as a tool rather than a replacement for human creativity and critical thinking. The conversation covers the evolving media landscape, noting Gen Z's preference for digital media over traditional outlets. Panelists stress the significance of trust, authenticity, and authority in media, and the need for companies to balance culture in hybrid work environments. They also discuss the importance of soft skills, such as communication and networking, in fostering generational collaboration and effective PR practices.

Burghardt Tenderich, Professor of Professional Practice at USC, speaks to Chantelle Darby, VP of Communications for the global Venture Capital firm, Accel. Chantelle started her career on the agency side before leading Yelp through an IPO and working with Sheryl Sandberg on Lean In. Chantelle covers these roles and offers crucial advice for students and young professionals starting out in the industry.

Faryar Borhani, Sona-Iliffe Moon, Jeff Beringer, Christina Bellantoni, and Michael Kittilson join Fred Cook to discuss the USC Annenberg Center for Public Relations' latest Relevance Report: AI Activated. The conversation covers governance, training and up-skilling, augmentation and more as we delve into how global institutions are handling the increased presence of AI, embracing change, and utilising the tools available.

As part of USC Annenberg’s PR Futures podcast, Professor Burghardt Tenderich spoke with USC alum and former Annenberg Executive in Residence, Pilaar Terry. Pilaar is currently the Managing partner and COO of POV Agency and the conversation covers her experiences as a founder, client relationships, advice to those starting out and more.

New research from WE Communications and USC Annenberg Center for Public Relations finds communication professionals who frequently use AI are more excited to come to work. In this episode of PR Future, host Fred Cook is joined by Lindsey Bastani and Michael Sullivan from WE Communications to discuss the impact of AI in the PR industry. The study tracks evolving perceptions and use of AI tools among PR and communication professionals over the past year. Bastani and Sullivan share insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry.

USC Research Fellow and Burson, Ogilvy, and Teneo alum Dr. David Michaelson joins Fred Cook to discuss USC’s latest research on internal communications and the future of work. They note challenges in maintaining corporate culture following shifts to hybrid and remote working and emphasize how internal communications can be used to build employee engagement and preserve company identity.

Welcome to this bonus episode of PR Future where we are focusing on the transformative world of artificial intelligence, tied to our release of the 2024 Relevance Report on the topic. We've brought together an expert panel including Steve Clayton from Microsoft, Torod Neptune of Medtronic, USC Annenberg's Christina Bellantoni, Grant Toups of Hill & Knowlton, Heather Rim from Optiv, PRophet's Aaron Kwittken, and USC graduate student Michael Kittleson to shed light on AI's importance in PR's future. Listen in as they discuss the pace of AI advancements, its role in communication and media, and the challenges and opportunities that come with it. In this episode, we also navigate through the transformative impact of AI on the PR industry, discussing its potential for crisis communication, risk assessment, and countering disinformation. We reflect on the potential for AI to revolutionize PR, comparing it to the invention of electricity. Listen to our insights on how AI could bring about a culture change in the industry and why it's important to view technology as an investment. We wrap up with a discussion on the ethical considerations of AI in communication and encourage our listeners to approach AI tools thoughtfully and responsibly. Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg.

AI is poised to have an impact on almost every industry, but what are the implications of AI in PR? In this episode, we hear from people who are pioneering the use of AI in the communications industry.

Dive into the issue of mental health in the hybrid workplace and college campuses, exploring challenges and solutions that employers should consider.

Explore how companies like Grubhub, NBCUniversal, and Union Pacific Railroad are prioritizing employee involvement, designing social impact campaigns and staying true to their core values by actively engaging in social causes.

Clara, also known on TikTok as ColorMeLoverly, sits down to discuss her satirical public relations takes on current pop culture topics, and what they can tell us about how social media impacts the PR industry.

Dominic Carr, EVP of Communications & Marketing at Lyft, discusses how the company is driving the narrative of corporate activism with strategic communications and marketing on this week's episode of #PRFuture.

This end of semester episode is a discussion about “The Future of Corporate Activism ” as seen through the lenses of communication leaders at four companies very active in communicating about and supporting social justice issues: Patagonia, Ben & Jerry's, Lyft and Rare Beauty. It was recorded live at USC Annenberg, and moderated by Dean Willow Bay.

VP of Social Impact and Inclusion at Rare Beauty Elyse Cohen gives us a behind-the-scenes look into building the brand with purpose. Cohen explains the authentic roots of Rare Beauty’s initiatives to spread mental health resources as well as how she works with celebrity founder Selena Gomez to drive Rare Beauty’s social impact, and offers tips for startups on building purpose into their organization from the beginning to create a pioneering, socially engaged beauty brand.

CEO and Founder of Ad Fontes Media Vanessa Otero discusses the origins and growth of the Media Bias Chart, and the polarized media landscape we find ourselves in today. Otero offers advice to public relations professionals and news consumers on navigating today’s landscape and cultivating a healthy “news diet.”