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PODCAST

PR Future, the USC Center for Public Relations Podcast

USC Annenberg Center for Public Relations, Fred Cook, University of Southern California

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

business marketing

All Episodes

00:26:32

Driving Corporate Activism with Lyft's Dominic Carr

PR Future, the USC Center for Public Relations Podcast ·

2023/01/31

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 was quick to speak out against the legislation, and ensured drivers that they would cover legal fees and

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00:48:13

The Future of Corporate Activism

PR Future, the USC Center for Public Relations Podcast ·

2022/05/13

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 of communications and policy, Patagonia Dominic Carr, vice president, communications, Lyft Elyse Cohen,

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00:29:26

Building With Purpose: Elyse Cohen of Rare Beauty

PR Future, the USC Center for Public Relations Podcast ·

2021/11/19

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, incorporating social responsibility and community impact into the products and everyday practices of a

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00:32:46

Combating Media Bias with Vanessa Otero of Ad Fontes...

PR Future, the USC Center for Public Relations Podcast ·

2021/10/22

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 analysis work, today, it is created by a team of professional analysts who are politically balanced, and

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00:34:23

Brand Purpose Best Practices with Burghardt Tenderich...

PR Future, the USC Center for Public Relations Podcast ·

2021/08/19

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 the Center for Public Relations analyzed almost 300 purpose campaigns in early 2020 to create just such a

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00:36:52

Season 2 Wrap-Up: Fred Cook on Politics, Polarization...

PR Future, the USC Center for Public Relations Podcast ·

2021/07/29

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 that communications professionals have a significant role to play in creating it. How we work, why we

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00:26:36

Truth Decay: Discussing Disinformation, Polarization...

PR Future, the USC Center for Public Relations Podcast ·

2021/06/24

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 and opinion contributing to the shift away from data: increasing disagreement around facts and data, the

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00:39:39

High Conflict: Understanding Polarization with...

PR Future, the USC Center for Public Relations Podcast ·

2021/04/15

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 return to a place of good conflict. In this episode, Fred and Amanda discuss some of the ways that corporate

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00:34:09

Dinner Discussions and Democracy: Breaking Through...

PR Future, the USC Center for Public Relations Podcast ·

2021/04/01

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 conversations. Her dinner series, “Looking for America,” aims to bring people together across the political divide

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00:30:05

The Polarization Problem: Media Perspectives on...

PR Future, the USC Center for Public Relations Podcast ·

2021/02/25

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 polarization who spent 12 years reporting in Washington, about the future of polarization. In this episode,

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00:29:36

A Conversation with NextGen PR Practitioners

PR Future, the USC Center for Public Relations Podcast ·

2021/02/07

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 tackled various aspects of the future of our industry in their essays for the 2021 Relevance Report to

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00:17:30

Inauguration Special: Communicating in the Divided...

PR Future, the USC Center for Public Relations Podcast ·

2021/01/20

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 activism, polarization, diversity and inclusion and more. As they dive into predictions including

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00:35:53

The Time is Now: Diversity, Equity and Inclusion in 2021

PR Future, the USC Center for Public Relations Podcast ·

2021/01/11

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 represented and feels comfortable speaking their mind.In this episode, our guests Bill Imada, chairman of

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00:41:47

Live Entertainment and Experiences: What Brands Need...

PR Future, the USC Center for Public Relations Podcast ·

2020/12/09

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 brand activation firm Havas Street, and Maryanne Lataif, senior vice president of corporate communications

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00:23:47

Melissa Waggener Zorkin on Finding your Purpose — And...

PR Future, the USC Center for Public Relations Podcast ·

2020/10/29

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 like Microsoft and Khan Academy. Melissa's secret to success? Listening intently to internal voices

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00:27:08

Season 1 Wrap-Up: Fred Cook on New Activism

PR Future, the USC Center for Public Relations Podcast ·

2020/10/15

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, all pioneers in communication and activism, have laid out what a successful future could look like for our

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00:29:35

Carolyn DeWitt on Rock the Vote's Brand Partnerships...

PR Future, the USC Center for Public Relations Podcast ·

2020/10/04

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 vote safely. Rock the Vote has always been famous for its partnerships with pop culture icons,

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00:30:05

Christopher Miller on Ben and Jerry’s Flavor for...

PR Future, the USC Center for Public Relations Podcast ·

2020/09/09

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 support of Black Lives Matter following the killing of George Floyd, which was lauded within the PR

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00:35:22

USC Annenberg School's Henry Jenkins and Robert...

PR Future, the USC Center for Public Relations Podcast ·

2020/08/17

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, Jenkins and Kozinets offer valuable insights into the ways companies can successfully interact with

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00:32:09

Kelly McGinnis on Employee Activism and Earning...

PR Future, the USC Center for Public Relations Podcast ·

2020/07/30

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 corporate world through employee activism, activist partnerships and corporate coalitions. In this

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45 results

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