PR Future, the USC Center for Public Relations Podcast

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 do...

Guest Simon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working today Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Introduction to Simon’s Career — 0:00 From USC to Warner Bros: A Non-Linear Start — 1:07 Launching McDonald’s in Russia & Early Global PR Lessons — 3:16 Returning to the U.S. and Joining G...

Guests Rupert — AI persona created by Joe Carreon Student Interviewers: Toma Battino, Joe Carreon Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Introducing Rupert — 0:00 How AI Is Impacting PR — 0:45 Will AI Replace Entry-Level Jobs? — 1:40 Who’s Adopting AI Faster — Young or Experienced Pros? — 3:06 Passion Projects & Standing Out in PR — 4:20 GEO (Generative Eng...

Guests Sierra 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...

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 Partners Kirk Stewart — USC Professor, Former N...

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 Microsoft Mel...

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 link To find information about the International Association of Business C...

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 e...

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 genera...

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...

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...

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 Credits A production of the USC Annenberg Center fo...

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...

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:...

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...

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...

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 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...

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 in...

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 c...

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 Ti...

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...

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 , he...

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, in...

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...