PR Future, the USC Center for Public Relations Podcast
USC Annenberg Center for Public Relations, Fred Cook, University of Southern California
42 episodes
1 week ago
The PR Future podcast from the USC Center for Public Relations (CPR) shares the latest trends and provides insight into the future of public relations and strategic communication. Produced at the USC Annenberg School for Communication and Journalism and hosted by CPR Director and Golin Chairman Emeritus Fred Cook, #PRFuture features discussions with communication executives, academics, students and more as part of our mission to define the future of our industry and to develop those who will shape it. Our fall 2024 and spring 2025 seasons will include interviews with our Board of Advisers members and their agency teams discussing recent research, reflecting on the ethical use of AI, and examining upcoming themes in our 2025 Global Communication Report.
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The PR Future podcast from the USC Center for Public Relations (CPR) shares the latest trends and provides insight into the future of public relations and strategic communication. Produced at the USC Annenberg School for Communication and Journalism and hosted by CPR Director and Golin Chairman Emeritus Fred Cook, #PRFuture features discussions with communication executives, academics, students and more as part of our mission to define the future of our industry and to develop those who will shape it. Our fall 2024 and spring 2025 seasons will include interviews with our Board of Advisers members and their agency teams discussing recent research, reflecting on the ethical use of AI, and examining upcoming themes in our 2025 Global Communication Report.
The Future of PR: Exploring Four Generations in the Workforce
PR Future, the USC Center for Public Relations Podcast
57 minutes 26 seconds
6 months ago
The Future of PR: Exploring Four Generations in the Workforce
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.
PR Future, the USC Center for Public Relations Podcast
The PR Future podcast from the USC Center for Public Relations (CPR) shares the latest trends and provides insight into the future of public relations and strategic communication. Produced at the USC Annenberg School for Communication and Journalism and hosted by CPR Director and Golin Chairman Emeritus Fred Cook, #PRFuture features discussions with communication executives, academics, students and more as part of our mission to define the future of our industry and to develop those who will shape it. Our fall 2024 and spring 2025 seasons will include interviews with our Board of Advisers members and their agency teams discussing recent research, reflecting on the ethical use of AI, and examining upcoming themes in our 2025 Global Communication Report.
