PR Future, the USC Center for Public Relations Podcast
PR Future is a podcast from the USC Center for Public Relations at the USC Annenberg School for Communication and Journalism, hosted by CPR director and Golin chairman emeritus Fred Cook. Each season, students produce conversations with public relations executives, academics and students about where the industry is heading. Episodes have covered topics such as AI's growing role in PR, corporate and youth activism, media polarization and disinformation, brand purpose and workplace culture. Guests have included leaders from Hollywood, Levi's, Ben & Jerry's and major global agencies. New seasons run in the fall and spring, alongside audio replays of special events hosted by the Center for Public Relations.
Episodes
A Quiet Shift: The Reshaping of Corporate Communication.
Fred Cook, David Michaelson, Ada Li, and Matt Wang discuss “A Quiet Shift,” a study from the USC Annenberg Center for Public Relations that examines how a more polarized environment is reshaping corporate communication. The report draws on insights from PR professionals around the world, along with perspectives from senior communication leaders, to explore how the profession is adapting to this en
How GEO is changing the PR Industry
The future of search is here, and it's being rewritten by AI. In this episode, host Fred Cook sits down with Michael Sullivan and Lindsey Bastani from We. Communications to unpack the rise of Generative Engine Optimization (GEO), the new frontier that every brand, marketer, and PR agency needs to understand.
As AI search engines reshape how people discover information, Michael and Lindsey break
Inside Hollywood PR: A Conversation with Simon Halls
GuestSimon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working todayHost: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownIntroduction to Simon’s Career — 0:00From USC to Warner Bros: A Non-Linear Start — 1:07Launching McDonald’s in Russia & Early Global PR Lessons — 3:16Returning to the U.S. and Joining Golin —
Interviewing AI About The Future of PR: A Conversation with Rupert
GuestsRupert — AI persona created by Joe CarreonStudent Interviewers: Toma Battino, Joe CarreonHost: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownIntroducing Rupert — 0:00How AI Is Impacting PR — 0:45Will AI Replace Entry-Level Jobs? — 1:40Who’s Adopting AI Faster — Young or Experienced Pros? — 3:06Passion Projects & Standing Out in PR — 4:20GEO (Generative Engineered Op
Student Voices of The Relevance Report 2025: Sports
GuestsSierra Sohn — Author of “Where The Hell is My Money Going: A Gen Z Perspective” exploring Gen Z fandom, shareability, and what young audiences expect from the sports experience.Chinelọ Ogogor — Author of "Emerging Technologies for Sports Training, Biomechanics, and Injury Prevention" exploring biomechanics and the science-driven technologies elevating athlete performance and recovery.Ava Nic
Relevance Report 2025: Sports
Season 7, Episode 1 — "Relevance Report 2025: Sports"As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the industry’s biggest transformations — from AI and media disruption to purpose-driven storytelling.Guests:Jennifer Stephens-Acree — Founder & CEO, JSA PartnersKirk Stewart — USC Professor, Former Nike
PRWeek Replay: AI Activated Discussion
This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report. This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured:Frank X. Shaw, Chief Communications Officer at MicrosoftMeliss
Mind The Gap: 2025 Global Communication Report Recap
Based on a survey of over 1,000 PR professionals, the 2025 Global Communication Report from the USC Center for Public Relations –in conjunction with Zeno Group and IABC – reviews how AI, hybrid work, generational shifts, influencer culture, and polarization are reshaping public relations. To download the report, go to this linkTo find information about the International Association of Business Com
Life Actually: A No Bullshit Study on the Future Gen Z Wants ft
Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually. The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume.Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping exp
The Future of PR: Exploring Four Generations in the Workforce
Fred Cook kicks off a timely conversation on the future of public relations—through the lens of generational differences and shared experiences. The episode unpacks key insights from the USC Center for PR’s 2025 Global Communication Report: Mind The Gap, which examines how four major forces—AI, hybrid work, media evolution, and polarization—are reshaping the industry and impacting the four generat
A conversation with Chantelle Darby, Accel's VP of Communications
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 ind
2025 USC Annenberg Relevance Report: AI Activated
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 utili
The evolving world of PR & Comms, with Pilaar Terry
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.
Production CreditsA production of the USC Annenberg Center for
AI In Your Workplace, with WE Communication’s Lindsey Bastani and Michael Sullivan
Episode Summary: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
Strengthening workplace culture through communication, with David Michaelson, PhD
USC Research Fellow and Burson, Ogilvy, and Teneo alum David Michaelson, PhD, 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.Reports:
A Deep Dive into Gen Z's Scrolls with Day One Agency's Josh Rosenberg
In this episode, Josh Rosenberg, CEO of Day One Agency, joins Fred Cook to discuss the results of a real-time ethnographic study about Gen Z media habits that Day One and the USC Annenberg collaborated to conduct. The discussion uncovers the nontraditional news sources and the 'always on' media engagement that characterize Gen Z's unique media landscape. Josh shares his insights on how brands can
Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman
M&M’s is Gen Z’s favorite brand. Its spokescandies are beloved by all, so much so that any minor change to their cadence can cause a political discourse and polarize the nation. How does a legacy brand stay relevant in the modern world and remain pervasive in the minds of millions? In honor of the upcoming Super Bowl, we’re revisiting the 2023 M&M Super Bowl campaign with Jessica Adelman, Senior V
2024 Relevance Report Discussion: Welcome to AI
In this episode, we 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
How AI is transforming the future of PR and communications
How is AI transforming the public relations industry, and what does it mean for PR professionals? We recently hosted a captivating discussion with a panel of AI pioneers, including Aaron Kwittken of PRophet, Ed Clarke of Cometrics, and Bobby Lincoln of PeakMetrics, to explore this fascinating topic. Our conversation delves into the need for communicators to become more data-savvy and how these too
PR & Its Role in Mental Health Support
The COVID-19 pandemic has been the most significant disruption of our lives. Its impact has been far-reaching, altering our work habits, communication styles, and even our priorities. Most importantly, it sparked a widespread discussion about mental health. In this episode, we are joined by guests who wrote about mental health in USC Center for PR’s 2023 Relevance Report. They take a deep dive int
Making an Impact: Grubhub, NBCUniversal, and Union Pacific Railroad on Corporate Social Engagement
The USC Center for PR’s 2023 Relevance Report found that 47% of consumers believe corporations should get involved with social issues by focusing on internal policies and issues. But what does that look like in action?In this episode, we talk with communication leaders spearheading various corporate social engagement efforts at their organizations. Discover the philosophy behind the creation of co
Public Relations in the Age of Social Media with TikTok Satirist ColorMeLoverly
TikTok has knocked down the wall between public figures and their audiences, putting celebrities and high profile individuals in closer contact than ever before. Inspired by the Harry and Megan interview with Oprah Winfrey, ColorMeLoverly has blown up on TikTok for her comedic and relatable takes on the public relations field and the irony of this new transparent communication.Public relations Tik
Driving Corporate Activism with Lyft's Dominic Carr
How far should a company go with corporate activism? Lyft is setting the example for how companies should use corporate activism to speak out on issues. Last year, Texas passed the Heartbeat Act, which banned women from receiving abortions after the detection of a fetal heartbeat. The bill went even further, putting Lyft drivers who take women to abortion clinics at legal risk. The team at Lyft wa
The Future of Corporate Activism
As a bookend to our third season of episodes, we are presenting a replay of our Kenneth Owler Smith Symposium on Public Relations, held at USC Annenberg, on the topic of “The Future of Corporate Activism.” The panel was moderated by our Dean, Willow Bay, and featured leaders from companies that are actively engaged in communicating about and supporting social justice issues: K. Corley Kenna, head
Building With Purpose: Elyse Cohen of Rare Beauty
Inspired by Selena Gomez’s own mental health journey, Rare Beauty was built with a focus on mental health as the heart of its brand. When Rare Beauty was launched in September 2020, its commitment to truly making a difference through de-stigmatizing mental illness and spreading resources and self-love through their products and programs was evident. But when the brand was being conceptualized, inc
Combating Media Bias with Vanessa Otero of Ad Fontes Media
In 2016, patent attorney Vanessa Otero posted a chart on the web. It was a simple graphic, rating the bias of news sources. And it went absolutely viral. This chart was the first of many iterations of the Ad Fontes Media Bias Chart, a map that helps news consumers, educators and communications pros navigate the complexities of today’s media landscape. While the chart began as Otero’s own content a
Brand Purpose Best Practices with Burghardt Tenderich and Julia Kiefaber
Creating a truly purpose-driven communications campaign is a nuanced and laborious process — one that has become increasingly crucial in the world of public relations. In an era where brands are expected to be a part of social change efforts and use their influence for good, it is essential that companies have a road map for creating authentic campaigns that make an impact. Luckily, our team at th
Season 2 Wrap-Up: Fred Cook on Politics, Polarization and Purpose
This past year and a half has been nothing short of historic. As we’ve chronicled momentous events in real time through a communications lens this season, our guests have provided invaluable insight into effectively addressing some of the most prominent social issues of today. Change, especially large-scale social change, is never easy. But through our research this past year, we’ve discovered tha
Truth Decay: Discussing Disinformation, Polarization and Data with Jennifer Kavanagh
Political scientist Jennifer Kavanagh believes that there’s more behind polarization than just the existence of opposite perspectives. In 2018, she published a report with RAND CEO Michael D. Rich that proposes a framework for understanding one of the deeper issues behind the division in our country: truth decay. In a nutshell, the phrase “truth decay” describes four different trends around facts
High Conflict: Understanding Polarization with Bestselling Author Amanda Ripley
In her book “High Conflict: Why We Get Trapped and How We Get Out,” journalist and author Amanda Ripley introduces the framework that there are two types of conflict: high conflict and good conflict. In America, Ripley believes that we are stuck in a vicious cycle of high conflict — one that is destructive and unproductive. But as Ripley tells us, there is still hope for the future, for us to retu
Dinner Discussions and Democracy: Breaking Through Polarization with Philippa Hughes
From cooking red and blue spaghetti while hosting Democrats and Republicans around her dining room table to leading dinner events with hundreds of people from diverse political viewpoints in communities across the nation, social sculptor Philippa Hughes has been entrenched in the polarization issues that plague our country, and intent on solving them through grassroots efforts to start conversatio
The Polarization Problem: Media Perspectives on Bridging the Divide with Christina Bellantoni
While it seems like people with different political ideologies can’t agree on anything these days, one thing we can all agree on is that our nation is polarized; perhaps like it never has been before. As we enter into a new political era with messaging focused on reaching across the divide and restoring a sense of unity, we talked with Christina Bellantoni, an expert on all things politics and pol
A Conversation with NextGen PR Practitioners
The Gen Z and Millennial audience is often an enigma; to seasoned PR practitioners, their obsession with TikTok videos clocking in at 60 seconds or less, the ever-evolving Instagram culture and their use of various media channels as catalysts for change — such as during the Black Lives Matter movement — can be hard to puzzle through. This week, we talked with three USC Annenberg PR students who ta
Inauguration Special: Communicating in the Divided States of America
As we inaugurate a new president amidst a pandemic and civil unrest, new data from the 2021 Global Communication Survey gives us valuable insight into what this next year may hold. In this episode, our guest Dr. Ulrike Gretzel, senior research fellow at the USC Center for Public Relations, discusses the preliminary findings with Fred, exploring the expected impacts of the Biden administration on a
The Time is Now: Diversity, Equity and Inclusion in 2021
This year, we’ve not only experienced a pandemic that continues to upend our lives, but the resurgence of a powerful racial justice movement that has reminded us all that it is time for change. It is time for equality. It is time to put in the work across our industry and many others to dismantle white supremacy and systemic racism, and establish a work environment where everyone sees themselves r
Live Entertainment and Experiences: What Brands Need to Know in 2021
2020 is unlike any year we’ve experienced in our lifetimes; arguably, the only constant has been change. As PR professionals, we’re well-equipped to deal with crises. But in the time of COVID-19, we’ve grappled with entirely new kinds of challenges: closures of entire business sectors, fluctuating reopening guidelines and an entirely new definition of “normal life.”Adrienne Cadena, president of br
Melissa Waggener Zorkin on Finding your Purpose — And Leading With It
Fulfillment and purpose: two things that we all search for throughout our lives, and maybe have been thinking more about lately in our new normal. And two things that Global CEO and Founder of WE Communications Melissa Waggener Zorkin thinks about constantly. Leading with purpose and fulfillment in mind, Melissa and her agency have built strong, authentic campaigns over the years for big companies
Season 1 Wrap-Up: Fred Cook on New Activism
In this special season finale episode, our host Fred Cook puts on his professor cap to bring together everything we’ve learned from prominent activists and communications pros in our debut season of #PRFuture, in the context of the research that started it all: the 2020 Global Communication Report. In our research, we found that “New Activism” requires new communication. Our guests this season, al
Carolyn DeWitt on Rock the Vote's Brand Partnerships for Civic Engagement
As we near November, the 2020 presidential election is on everyone’s minds. Dubbed the fight for the “soul of America,” it’s also the first presidential election to take place during a pandemic. With a pandemic election comes a variety of obstacles to the voting process, which means voting rights organization Rock the Vote is working overtime to provide young voters with the resources they need to
Christopher Miller on Ben and Jerry’s Flavor for Activism
Ben and Jerry’s has always been known for serving delicious ice cream with extra scoops of peace, love and justice. Social mission has always been an integral part of the company’s day-to-day operations — so much so that Ben and Jerry’s has their own in-house activism department. Christopher Miller is the head of this activism team. A few months ago, he drafted Ben and Jerry's second statement in
USC Annenberg School's Henry Jenkins and Robert Kozinets on Fan Activism
From Star Trek to K-pop, fan culture is everywhere — and as USC Professors Henry Jenkins and Robert Kozinets say, so is fan activism. This week, we’re taking a more theoretical approach to New Activism, exploring the roots of activism in fandom, and how corporate fans — also known as invested consumers — can help companies improve their corporate social responsibility initiatives. In this episode,
Kelly McGinnis on Employee Activism and Earning Profits Through Principles at Levi’s
Corporate activism has long been sewn into the fabric of Levi Strauss and Company, and over the past seven years, senior vice president and chief communications officer Kelly McGinnis has continued to uphold Levi Strauss’ reputation as a pioneer in tackling social issues. Bringing her background in social work to the table, Kelly has continued to seek out new opportunities to foster change in the
Damon Jones on CSR in the Age of New Activism: How P&G is Changing the Tide
Damon Jones has been challenging gender stereotypes, promoting sustainability and fighting for racial equality for the past 23 years through his work at Procter and Gamble. Since being promoted to P&G's chief communications officer at the outset of the COVID-19 pandemic, Damon has continued to foster important discussions within P&G’s audiences and enact positive social change in the corporate lan
April Reign on #OscarsSoWhite, Racial Justice and Social Media Activism
As she watched the Oscars from her living room, attorney April Reign tweeted a single hashtag that would change the conversation around diversity and inclusion in Hollywood forever. #OscarsSoWhite started a movement that led her to devote her life to activism, working to amplify traditionally underrepresented voices in the entertainment industry. In this episode, April discusses how social media i
Jamie Margolin on Leading Youth to Power: PR and Activism in Zero Hour
At age 15, Colombian-American activist Jamie Margolin organized the Zero Hour Youth Climate March, a youth-led demonstration urging those in power to take concrete measures against climate change. Using traditional PR tactics and leveraging the power of social media, Jamie and her team turned their initial march into a global movement that has more than 100 chapters and continues to inspire childr
March For Our Lives (Part II): Brendan Duff on Sparking a National Movement, PR and Youth Activism
March for Our Lives began in a small town in Florida, but its student organizers went on to spearhead the largest single-day protest against gun violence in U.S. history. The organization registered over 50,000 new voters and spurred the highest percentage of youth voter turnout ever in the 2018 midterm elections.In part two of our interview with March For Our Lives co-founder Brendan Duff, Brenda
March For Our Lives (Part I): Brendan Duff on Its Founding, PR and Youth Activism
On February 14, 2018, a gunman open-fired on Marjory Stoneman Douglas High School in Parkland, Florida, in what became the deadliest school shooting in U.S. history. The tragedy gave birth to an influential movement, the student-led March for Our Lives, which transcended South Florida and sparked activism for gun control reform through national protests and school walkouts.In this episode, March F
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