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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

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All Episodes

00:43:14

Inside Hollywood PR: A Conversation with Simon Halls

PR Future, the USC Center for Public Relations Podcast ·

2025/12/01

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 — 5:42Founding an Agency Before 30 (and Signing Future Icons) — 7:30Scaling to PMK & Building a Global

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00:22:28

Interviewing AI About The Future of PR: A...

PR Future, the USC Center for Public Relations Podcast ·

2025/11/24

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 Optimization) Explained — 5:10Authenticity, AI, and the Fight Against Polarization — 6:39AI Search vs

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00:26:23

Student Voices of The Relevance Report 2025: Sports

PR Future, the USC Center for Public Relations Podcast ·

2025/11/17

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 Nichols — Author of "From Heartbeats to Headlines: The Communication Power of Athlete Health Data"

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00:31:49

Relevance Report 2025: Sports

PR Future, the USC Center for Public Relations Podcast ·

2025/11/01

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 VP of Global CommunicationsMaryanne Lataif — SVP, Corporate Communications, AEGHost: Fred Cook,

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00:28:32

PRWeek Replay: AI Activated Discussion

PR Future, the USC Center for Public Relations Podcast ·

2025/06/09

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 MicrosoftMelissa Waggener Zorkin, Global CEO of We. CommunicationsFred Cook, Director of USC Center for Public

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00:47:36

Mind The Gap: 2025 Global Communication Report Recap

PR Future, the USC Center for Public Relations Podcast ·

2025/06/03

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 Communicators (IABC), go to this linkKey Takeaways from the Discussion:Public relations is entering a new

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00:37:28

Life Actually: A No Bullshit Study on the Future Gen...

PR Future, the USC Center for Public Relations Podcast ·

2025/05/21

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 expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within

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00:57:26

The Future of PR: Exploring Four Generations in the...

PR Future, the USC Center for Public Relations Podcast ·

2025/04/24

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 generations working within it.Moderated by Barby K. Siegel, Global CEO of Zeno Group, the panel explores

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00:36:49

A conversation with Chantelle Darby, Accel's VP of...

PR Future, the USC Center for Public Relations Podcast ·

2025/04/16

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.Featuring: Chantelle Darby, VP Communications, AccelHost: Fred Cook (@fredcook), Chairman

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00:44:58

2025 USC Annenberg Relevance Report: AI Activated

PR Future, the USC Center for Public Relations Podcast ·

2025/03/24

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.Featuring:Faryar Borhani: Faryar is the Chief Communications Officer at Encore

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00:40:38

The evolving world of PR & Comms, with Pilaar Terry

PR Future, the USC Center for Public Relations Podcast ·

2024/12/30

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.A production of the USC Annenberg Center for Public Relations at the University of Southern California.

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00:33:38

AI In Your Workplace, with WE Communication’s Lindsey...

PR Future, the USC Center for Public Relations Podcast ·

2024/11/26

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 of AI tools among PR and communication professionals over the past year. Bastani and Sullivan share

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00:35:38

Strengthening workplace culture through...

PR Future, the USC Center for Public Relations Podcast ·

2024/11/04

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: Staffbase:

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00:26:47

A Deep Dive into Gen Z's Scrolls with Day One...

PR Future, the USC Center for Public Relations Podcast ·

2024/03/21

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 tap into these behaviors to make a meaningful impact on a generation that is reshaping the rules of

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00:36:40

Unwrapping M&M's Super Bowl Magic: How to Manage A...

PR Future, the USC Center for Public Relations Podcast ·

2024/02/08

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 Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the

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00:57:20

2024 Relevance Report Discussion: Welcome to AI

PR Future, the USC Center for Public Relations Podcast ·

2023/12/08

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 view technology as an investment. We wrap up with a discussion on the ethical considerations of AI in

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00:25:58

How AI is transforming the future of PR and...

PR Future, the USC Center for Public Relations Podcast ·

2023/05/16

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 tools can support our gut instincts with solid data.In our conversation, we focus on the crucial issues of

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00:40:04

PR & Its Role in Mental Health Support

PR Future, the USC Center for Public Relations Podcast ·

2023/04/25

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 into how workplaces have addressed mental health issues and its growing relevance in contemporary society

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00:35:19

Making an Impact: Grubhub, NBCUniversal, and Union...

PR Future, the USC Center for Public Relations Podcast ·

2023/04/04

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 corporate social engagement programs such as NBCUniversal's Creative Impact Lab, Grubhub's initiatives to

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00:39:05

Public Relations in the Age of Social Media with...

PR Future, the USC Center for Public Relations Podcast ·

2023/02/21

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 TikTok accounts are few and far between when compared to news accounts, something Clara has properly taken

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45 results

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