https://simplecast.com 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. 2020–2025 University of Southern California en Mon, 1 Dec 2025 13:00:00 +0000 Thu, 5 Feb 2026 15:56:21 +0000 https://prfuture.simplecast.com PR Future, the USC Center for Public Relations Podcast https://prfuture.simplecast.com episodic 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. USC Annenberg Center for Public Relations, Fred Cook, University of Southern California false https://feeds.simplecast.com/B7GtQlxN usc annenberg, social media, annenberg, center for pr, fred cook, marketing, public relations, usc, activism, southern california, pr, corporate communications, prfuture, brand strategy, communications, influencer marketing, communication, journalism school USC Center for Public Relations usccpr@usc.edu a1b0acde-9bf0-4858-a4c9-be884af0443c Inside Hollywood PR: A Conversation with Simon Halls 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 Golin — 5:42

Founding an Agency Before 30 (and Signing Future Icons) — 7:30

Scaling to PMK & Building a Global Entertainment PR Firm — 8:30

Returning to Boutique PR: Quality, Focus, and Client Loyalty — 10:30

How Technology Has Changed PR Workflows — 11:20

Why There Are More Entertainment Crises Than Ever — 13:06

Correcting Stories vs. Pitching Stories — 14:30

Why Relationships Are Still Everything in Entertainment PR — 15:50

Keeping Clients for 30+ Years — 18:24

Fashion, Brand Deals & How PR Intersects With Consumer Products — 20:11

Taylor Swift vs. The New York Times: What Actually Drives Audiences? — 22:22

Critic Scores vs. Audience Scores (Rotten Tomatoes and CinemaScore) — 24:46

Can PR Influence Reviews? Building “Champions” for a Film — 26:30

The Rise of Podcasts in Entertainment Campaigns — 30:22

Career Advice: Hiring, Internships & What He Looks For — 34:01

The Future of Entertainment PR: AI, Ethics, Adaptation — 36:29

Polarization, Hollywood, and Free Speech — 38:53

Closing Thoughts & Fight On — 42:33

Key Insights

1. Great PR Careers Are Built on Adaptability — and Luck

Simon’s path — from Warner Bros intern to global publicist to founder of Apex — underscores how timing, curiosity, and willingness to jump into unfamiliar territory can set you apart in entertainment PR. His early experience launching McDonald’s in Russia shaped how he approached global media and crisis situations for the rest of his career.

2. Relationships Are Still the Currency of Entertainment PR

Despite texting, email, and shrinking newsrooms, Simon emphasizes that trust, honesty, and consistent contact with journalists remain the foundation of the business. “The second you lose integrity with the press, you’re done.”

3. Audience Scores Matter More Than Critics Now

While traditional reviews once shaped box office, today’s audiences look to Rotten Tomatoes audience scores, CinemaScore, and social buzz — prompting PR teams to focus on grassroots credibility and “champion building” with trusted culture editors.

4. Podcasts Are the New Press Tour

Simon’s internal research shows the most successful movie campaigns of 2024–2025 leaned heavily on podcasts — often more than traditional entertainment outlets. Actors now view podcasting as a friendly, long-form platform to shape narrative and deepen fan connection.

5. AI Will Transform Entertainment — and Raise New Ethical Challenges

From customizable film endings to synthetic performances, Simon warns that emerging AI capabilities will force Hollywood to confront questions of consent, compensation, and artistic integrity. PR teams must prepare to navigate this shifting landscape.

6. Loyalty Comes From Shared Journeys, Not Contracts

Many of Simon’s clients have been with him for 30 years. Why? Deep trust, shared decision-making, crisis navigation, and a “family-like” partnership that has survived both career lows and Oscar wins.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 1 Dec 2025 13:00:00 +0000 usccpr@usc.edu (USC Center for Public Relations) https://prfuture.simplecast.com/episodes/inside-hollywood-pr-a-conversation-with-simon-halls-um6KS0fD 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 Golin — 5:42

Founding an Agency Before 30 (and Signing Future Icons) — 7:30

Scaling to PMK & Building a Global Entertainment PR Firm — 8:30

Returning to Boutique PR: Quality, Focus, and Client Loyalty — 10:30

How Technology Has Changed PR Workflows — 11:20

Why There Are More Entertainment Crises Than Ever — 13:06

Correcting Stories vs. Pitching Stories — 14:30

Why Relationships Are Still Everything in Entertainment PR — 15:50

Keeping Clients for 30+ Years — 18:24

Fashion, Brand Deals & How PR Intersects With Consumer Products — 20:11

Taylor Swift vs. The New York Times: What Actually Drives Audiences? — 22:22

Critic Scores vs. Audience Scores (Rotten Tomatoes and CinemaScore) — 24:46

Can PR Influence Reviews? Building “Champions” for a Film — 26:30

The Rise of Podcasts in Entertainment Campaigns — 30:22

Career Advice: Hiring, Internships & What He Looks For — 34:01

The Future of Entertainment PR: AI, Ethics, Adaptation — 36:29

Polarization, Hollywood, and Free Speech — 38:53

Closing Thoughts & Fight On — 42:33

Key Insights

1. Great PR Careers Are Built on Adaptability — and Luck

Simon’s path — from Warner Bros intern to global publicist to founder of Apex — underscores how timing, curiosity, and willingness to jump into unfamiliar territory can set you apart in entertainment PR. His early experience launching McDonald’s in Russia shaped how he approached global media and crisis situations for the rest of his career.

2. Relationships Are Still the Currency of Entertainment PR

Despite texting, email, and shrinking newsrooms, Simon emphasizes that trust, honesty, and consistent contact with journalists remain the foundation of the business. “The second you lose integrity with the press, you’re done.”

3. Audience Scores Matter More Than Critics Now

While traditional reviews once shaped box office, today’s audiences look to Rotten Tomatoes audience scores, CinemaScore, and social buzz — prompting PR teams to focus on grassroots credibility and “champion building” with trusted culture editors.

4. Podcasts Are the New Press Tour

Simon’s internal research shows the most successful movie campaigns of 2024–2025 leaned heavily on podcasts — often more than traditional entertainment outlets. Actors now view podcasting as a friendly, long-form platform to shape narrative and deepen fan connection.

5. AI Will Transform Entertainment — and Raise New Ethical Challenges

From customizable film endings to synthetic performances, Simon warns that emerging AI capabilities will force Hollywood to confront questions of consent, compensation, and artistic integrity. PR teams must prepare to navigate this shifting landscape.

6. Loyalty Comes From Shared Journeys, Not Contracts

Many of Simon’s clients have been with him for 30 years. Why? Deep trust, shared decision-making, crisis navigation, and a “family-like” partnership that has survived both career lows and Oscar wins.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Inside Hollywood PR: A Conversation with Simon Halls USC Center for Public Relations 00:43:14 In this special audio-only bonus episode, Fred Cook sits down with entertainment PR legend Simon Halls — USC alum, co-founder of Apex Public Relations, and the strategist behind some of Hollywood’s most iconic careers and Oscar campaigns. From launching the first McDonald’s in Russia, to representing stars like George Clooney and Gwenyth Paltrow, to navigating today's polarized and fast-moving media environment, Simon shares candid reflections on craft, relationships, career longevity, and the future of entertainment PR. For students, young professionals, and industry insiders, this episode offers a masterclass in how the business has changed, and what it takes to thrive in it now. In this special audio-only bonus episode, Fred Cook sits down with entertainment PR legend Simon Halls — USC alum, co-founder of Apex Public Relations, and the strategist behind some of Hollywood’s most iconic careers and Oscar campaigns. From launching the first McDonald’s in Russia, to representing stars like George Clooney and Gwenyth Paltrow, to navigating today's polarized and fast-moving media environment, Simon shares candid reflections on craft, relationships, career longevity, and the future of entertainment PR. For students, young professionals, and industry insiders, this episode offers a masterclass in how the business has changed, and what it takes to thrive in it now. false full 4 7 3583fe4c-d30e-472b-bfde-72f8682afff1 Interviewing AI About The Future of PR: A Conversation with Rupert 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 Engineered Optimization) Explained — 5:10

Authenticity, AI, and the Fight Against Polarization — 6:39

AI Search vs. Google Search — 7:30

What Tools PR Students Should Know — 7:55

Crisis Communications in an AI World — 9:15

Ethics, Consent & Using Likeness in AI Content — 13:30

Should You Disclose When You Use AI? — 14:55

Common Blind Spots in AI Usage — 15:40

Accuracy & Where AI Gets Its Information — 16:31

How PR Shapes the Information AI Pulls From — 17:46

Managing Brand Reputation in the Age of AI — 17:58

How AI Perceives USC Annenberg — 18:50

What Professors Should Teach About AI — 19:13

What Rupert Looks For in New PR Hires — 20:20

Where AI Is Going in the Next 2–3 Years — 21:40

Should We Be Scared or Excited? — 22:07

Closing & Fight On — 22:53

Key Insights

1. AI Won’t Replace PR — It Will Redefine It

Rupert positions AI as a shift, not a takeover. Routine tasks will be automated, but strategy, creativity, and relationships remain uniquely human. Entry-level roles will evolve, not disappear.

2. PR Professionals Must Build “AI Visibility”

With people turning to AI for search, GEO becomes essential. Communicators will need to create content that AI can understand, trust, and surface — marking a new era of “authentic earned media.”

3. AI Can Support, Not Substitute, Crisis Communications

Rupert identifies monitoring, rapid analysis, and early messaging as AI’s strengths in crises — but empathy, accountability, and credibility must come from humans.

4. Ethical Use of Likeness & Transparency Matter

Students challenge Rupert about consent, deepfakes, and whether creators should disclose AI involvement. Rupert stresses transparent use (for now) and careful respect for identity and likeness.

5. AI Literacy Is Now a Resume Essential

From media monitoring to analytics to content drafting, students entering PR need demonstrable experience with:

AI writing tools

Social analytics software

Media monitoring platforms

Data interpretation & ethical judgment

6. Future AI Will Be Predictive, Personalized, and Creative

Rupert envisions AI that:

Adapts messaging in real time

Predicts PR issues before they surface

Assists with brainstorming and strategic planning

Engages audiences in one-to-one communication at scale

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 24 Nov 2025 08:00:00 +0000 usccpr@usc.edu (USC Center for Public Relations) https://prfuture.simplecast.com/episodes/interviewing-ai-about-the-future-of-pr-a-conversation-with-rupert-nnaktx7d 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 Engineered Optimization) Explained — 5:10

Authenticity, AI, and the Fight Against Polarization — 6:39

AI Search vs. Google Search — 7:30

What Tools PR Students Should Know — 7:55

Crisis Communications in an AI World — 9:15

Ethics, Consent & Using Likeness in AI Content — 13:30

Should You Disclose When You Use AI? — 14:55

Common Blind Spots in AI Usage — 15:40

Accuracy & Where AI Gets Its Information — 16:31

How PR Shapes the Information AI Pulls From — 17:46

Managing Brand Reputation in the Age of AI — 17:58

How AI Perceives USC Annenberg — 18:50

What Professors Should Teach About AI — 19:13

What Rupert Looks For in New PR Hires — 20:20

Where AI Is Going in the Next 2–3 Years — 21:40

Should We Be Scared or Excited? — 22:07

Closing & Fight On — 22:53

Key Insights

1. AI Won’t Replace PR — It Will Redefine It

Rupert positions AI as a shift, not a takeover. Routine tasks will be automated, but strategy, creativity, and relationships remain uniquely human. Entry-level roles will evolve, not disappear.

2. PR Professionals Must Build “AI Visibility”

With people turning to AI for search, GEO becomes essential. Communicators will need to create content that AI can understand, trust, and surface — marking a new era of “authentic earned media.”

3. AI Can Support, Not Substitute, Crisis Communications

Rupert identifies monitoring, rapid analysis, and early messaging as AI’s strengths in crises — but empathy, accountability, and credibility must come from humans.

4. Ethical Use of Likeness & Transparency Matter

Students challenge Rupert about consent, deepfakes, and whether creators should disclose AI involvement. Rupert stresses transparent use (for now) and careful respect for identity and likeness.

5. AI Literacy Is Now a Resume Essential

From media monitoring to analytics to content drafting, students entering PR need demonstrable experience with:

AI writing tools

Social analytics software

Media monitoring platforms

Data interpretation & ethical judgment

6. Future AI Will Be Predictive, Personalized, and Creative

Rupert envisions AI that:

Adapts messaging in real time

Predicts PR issues before they surface

Assists with brainstorming and strategic planning

Engages audiences in one-to-one communication at scale

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Interviewing AI About The Future of PR: A Conversation with Rupert USC Center for Public Relations 00:22:28 As AI continues reshaping communications, this episode marks a first for PR Future: an in-depth interview with someone who has never worked a day in public relations, because he isn’t human. Fred Cook sits down with Rupert, an AI persona created by USC Annenberg students via ChatGPT, to explore how artificial intelligence is changing PR, the job market, crisis communications, content discovery, and the skills young professionals need to thrive. Through questions from Fred and student guests, Rupert offers insights on AI literacy, ethical concerns, GEO (Generative Engineered Optimization), and how PR leaders can shape the information ecosystem AI learns from. As AI continues reshaping communications, this episode marks a first for PR Future: an in-depth interview with someone who has never worked a day in public relations, because he isn’t human. Fred Cook sits down with Rupert, an AI persona created by USC Annenberg students via ChatGPT, to explore how artificial intelligence is changing PR, the job market, crisis communications, content discovery, and the skills young professionals need to thrive. Through questions from Fred and student guests, Rupert offers insights on AI literacy, ethical concerns, GEO (Generative Engineered Optimization), and how PR leaders can shape the information ecosystem AI learns from. false full 3 7 0f1a5c88-3f21-4d14-a93b-ecc0a6dbfa97 Student Voices of The Relevance Report 2025: Sports 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 Nichols — Author of "From Heartbeats to Headlines: The Communication Power of Athlete Health Data" exploring wearable tech, health data, and how technology forges new digital relationships between fans and athletes.

Host: Fred Cook, Director, USC Center for Public Relations

Discussion Breakdown

Why Sports Matter to Gen Z — 0:00

Shareability, Pop-Ups, and the New Fan Experience — 1:00

The Taylor Swift Effect & Cultural Momentum — 3:00

The Price Problem: Where Is Gen Z’s Money Going? — 4:30

AR Moments, Collectibles, and Immersive Stadium Touchpoints — 5:30

Wearables, Data, and the New Language of Sports — 7:12

Parasocial Accountability & Athlete Transparency — 8:30

Data Accuracy, Misinterpretation, and Competitive Edge — 9:15

Biomechanics: Science Meets Sports — 12:50

Is Tech an Advantage or the New Baseline? — 14:35

Fan Interaction: Live Polls, QR Codes, Betting, and Streaming — 16:11

AI in Sports: Prediction, Sentiment, and Betting Trends — 17:43

Will Sporting Events Start to Look Like Concerts? — 19:49

Cross-Cultural Collaborations: F1 x Hello Kitty & Swifties x NFL — 21:50

The Future of PR in Sports — 24:08

Communicating Value vs. Setting Prices — 27:29

Closing Reflections: Sports as a Shared Cultural Space — 28:21

Key Insights

1. Gen Z Is Redefining What Makes Sports “Worth It.”

Sierra highlights that younger fans aren’t just buying tickets — they’re buying culture, exclusivity, and shareable moments. Experiences inspired by music and entertainment (Easter eggs, AR, photo ops) are central to keeping Gen Z engaged.

2. Wearables Create a New Digital Relationship Between Fans and Athletes.

Ava explains how devices like Oura, Apple Watch, and WHOOP let fans “train like their heroes.” But access to athlete data also raises issues of accuracy, perception, and competitive intelligence.

3. Biomechanics Will Become Table Stakes for Performance.

Chinelọ connects science and sport, showing how individualized biomechanical training can turn role players into high performers. Teams that don’t adopt these tools may quickly fall behind.

4. AI Adds New Storylines, Not Fewer.

From US Open prediction models to sentiment analysis, students argue AI doesn’t kill excitement — it creates more to follow, debate, and engage with.

5. PR’s Role Expands as Sports Become More Technological and Cultural.

Communicators must translate data, tech, culture, and fan psychology into clear stories. PR becomes the bridge between the science and the spectacle.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 17 Nov 2025 20:00:00 +0000 usccpr@usc.edu (USC Center for Public Relations) https://prfuture.simplecast.com/episodes/student-voices-of-the-relevance-report-2025-sports-Un5XS9Qz 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 Nichols — Author of "From Heartbeats to Headlines: The Communication Power of Athlete Health Data" exploring wearable tech, health data, and how technology forges new digital relationships between fans and athletes.

Host: Fred Cook, Director, USC Center for Public Relations

Discussion Breakdown

Why Sports Matter to Gen Z — 0:00

Shareability, Pop-Ups, and the New Fan Experience — 1:00

The Taylor Swift Effect & Cultural Momentum — 3:00

The Price Problem: Where Is Gen Z’s Money Going? — 4:30

AR Moments, Collectibles, and Immersive Stadium Touchpoints — 5:30

Wearables, Data, and the New Language of Sports — 7:12

Parasocial Accountability & Athlete Transparency — 8:30

Data Accuracy, Misinterpretation, and Competitive Edge — 9:15

Biomechanics: Science Meets Sports — 12:50

Is Tech an Advantage or the New Baseline? — 14:35

Fan Interaction: Live Polls, QR Codes, Betting, and Streaming — 16:11

AI in Sports: Prediction, Sentiment, and Betting Trends — 17:43

Will Sporting Events Start to Look Like Concerts? — 19:49

Cross-Cultural Collaborations: F1 x Hello Kitty & Swifties x NFL — 21:50

The Future of PR in Sports — 24:08

Communicating Value vs. Setting Prices — 27:29

Closing Reflections: Sports as a Shared Cultural Space — 28:21

Key Insights

1. Gen Z Is Redefining What Makes Sports “Worth It.”

Sierra highlights that younger fans aren’t just buying tickets — they’re buying culture, exclusivity, and shareable moments. Experiences inspired by music and entertainment (Easter eggs, AR, photo ops) are central to keeping Gen Z engaged.

2. Wearables Create a New Digital Relationship Between Fans and Athletes.

Ava explains how devices like Oura, Apple Watch, and WHOOP let fans “train like their heroes.” But access to athlete data also raises issues of accuracy, perception, and competitive intelligence.

3. Biomechanics Will Become Table Stakes for Performance.

Chinelọ connects science and sport, showing how individualized biomechanical training can turn role players into high performers. Teams that don’t adopt these tools may quickly fall behind.

4. AI Adds New Storylines, Not Fewer.

From US Open prediction models to sentiment analysis, students argue AI doesn’t kill excitement — it creates more to follow, debate, and engage with.

5. PR’s Role Expands as Sports Become More Technological and Cultural.

Communicators must translate data, tech, culture, and fan psychology into clear stories. PR becomes the bridge between the science and the spectacle.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Student Voices of The Relevance Report 2025: Sports USC Center for Public Relations 00:26:23 As the 2025 Relevance Report continues its rollout, this episode highlights student perspectives on one of the year’s biggest themes: how sports reflect the massive transformations reshaping PR, from AI and biomechanics to fan engagement, cultural crossovers, and Gen Z expectations of value, transparency, and experience. Fred Cook sits down with three student contributors whose essays capture how technology, culture, and communications are redefining the relationship between athletes, fans, and brands. As the 2025 Relevance Report continues its rollout, this episode highlights student perspectives on one of the year’s biggest themes: how sports reflect the massive transformations reshaping PR, from AI and biomechanics to fan engagement, cultural crossovers, and Gen Z expectations of value, transparency, and experience. Fred Cook sits down with three student contributors whose essays capture how technology, culture, and communications are redefining the relationship between athletes, fans, and brands. false full 2 7 24051239-e8ec-474a-a932-cdfc134a5603 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 Partners
  • Kirk Stewart — USC Professor, Former Nike VP of Global Communications
  • Maryanne Lataif — SVP, Corporate Communications, AEG
    Host: Fred Cook, Director, USC Center for Public Relations

Discussion Breakdown

  • The Rise of Women’s Sports — 0:02
  • Brand Sponsorship and Cultural Momentum — 3:00
  • The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00
  • College Athletics and NIL Impact — 8:30
  • The Transfer Portal and Fan Loyalty — 10:30
  • Technology and the Fan Experience — 17:20
  • Immersive Storytelling in Live Events — 19:30
  • Celebrity Athletes and Media Power — 22:20
  • The Future of PR in Sports — 25:40
  • Sports as the Great Unifier — 29:10

Key Insights

1. Women’s Sports Are Leading a Cultural Shift
Jennifer Stephens-Acree spotlights the boom in women’s sports as both a cultural and commercial movement, where authenticity, storytelling, and activism have become the foundation for fan connection and brand relevance.

2. College Athletics Is at a Crossroads
Kirk Stewart critiques the financial and ethical complexities of college athletics, from billion-dollar NIL deals to constant roster turnover. His forecast: a new model resembling the NFL, with athletes eventually recognized as employees.

3. Technology Is Reimagining the Fan Experience
Maryanne Lataif reveals how AEG is revolutionizing live events with personalization tools, spatial audio, and real-time audience data, turning spectators into participants and deepening emotional connections to teams and artists.

4. PR’s Expanding Role in Sports
The panel agrees that communicators are now central to shaping sports narratives — from athlete storytelling to immersive digital fan engagement — as PR bridges data, creativity, and cultural relevance.

5. Sports as a Unifying Force
In an era of division, the guests identify sports as one of the last remaining shared spaces that bring people together, a reminder of PR’s power to connect communities through emotion and experience.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Sat, 1 Nov 2025 02:00:00 +0000 usccpr@usc.edu (USC Center for Public Relations) https://prfuture.simplecast.com/episodes/relevance-report-2025-sports-eRngbr_W 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 Nike VP of Global Communications
  • Maryanne Lataif — SVP, Corporate Communications, AEG
    Host: Fred Cook, Director, USC Center for Public Relations

Discussion Breakdown

  • The Rise of Women’s Sports — 0:02
  • Brand Sponsorship and Cultural Momentum — 3:00
  • The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00
  • College Athletics and NIL Impact — 8:30
  • The Transfer Portal and Fan Loyalty — 10:30
  • Technology and the Fan Experience — 17:20
  • Immersive Storytelling in Live Events — 19:30
  • Celebrity Athletes and Media Power — 22:20
  • The Future of PR in Sports — 25:40
  • Sports as the Great Unifier — 29:10

Key Insights

1. Women’s Sports Are Leading a Cultural Shift
Jennifer Stephens-Acree spotlights the boom in women’s sports as both a cultural and commercial movement, where authenticity, storytelling, and activism have become the foundation for fan connection and brand relevance.

2. College Athletics Is at a Crossroads
Kirk Stewart critiques the financial and ethical complexities of college athletics, from billion-dollar NIL deals to constant roster turnover. His forecast: a new model resembling the NFL, with athletes eventually recognized as employees.

3. Technology Is Reimagining the Fan Experience
Maryanne Lataif reveals how AEG is revolutionizing live events with personalization tools, spatial audio, and real-time audience data, turning spectators into participants and deepening emotional connections to teams and artists.

4. PR’s Expanding Role in Sports
The panel agrees that communicators are now central to shaping sports narratives — from athlete storytelling to immersive digital fan engagement — as PR bridges data, creativity, and cultural relevance.

5. Sports as a Unifying Force
In an era of division, the guests identify sports as one of the last remaining shared spaces that bring people together, a reminder of PR’s power to connect communities through emotion and experience.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Relevance Report 2025: Sports USC Center for Public Relations 00:31:49 The USC Center for Public Relations kicks off a brand-new season of PR Future with a timely discussion on how sports are shaping the future of communications. Host Fred Cook is joined by Kirk Stewart (USC Professor and former Nike VP of Global Communications), Jennifer Stephens-Acree (Founder & CEO, JSA Partners), and Maryanne Lataif (SVP, Corporate Communications, AEG) to explore how storytelling, technology, and authenticity are redefining fandom, media, and the business of sports. This episode coincides with the release of the 2025 Relevance Report, now available for free download at annenberg.usc.edu/relevance. The USC Center for Public Relations kicks off a brand-new season of PR Future with a timely discussion on how sports are shaping the future of communications. Host Fred Cook is joined by Kirk Stewart (USC Professor and former Nike VP of Global Communications), Jennifer Stephens-Acree (Founder & CEO, JSA Partners), and Maryanne Lataif (SVP, Corporate Communications, AEG) to explore how storytelling, technology, and authenticity are redefining fandom, media, and the business of sports. This episode coincides with the release of the 2025 Relevance Report, now available for free download at annenberg.usc.edu/relevance. false full 1 7 e9c0af55-186e-465d-ac28-2a31c5a0a84c 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 Microsoft
  • Melissa Waggener Zorkin, Global CEO of We. Communications
  • Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin

The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices. 

  • AI's Impact on PR and the Role of Humanity 0:02
  • Balancing AI and Humanity in Storytelling 2:31
  • Fostering an AI-Ready Culture 5:49
  • Challenges and Opportunities in AI Adoption 12:48
  • AI in Media Relations and Measurement 16:21
  • Preparing the Next Generation of PR Pros 22:17
  • The Future of AI in PR 27:34

Key insights include:

AI as a Tool, Not a Replacement

The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential.

Creating an AI-Ready Culture

Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams.

Education and Skill Development

Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions.

Practical Applications

The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches.

Future Outlook

The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report."

The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 9 Jun 2025 12:00:00 +0000 usccpr@usc.edu (USC Center for Public Relations) https://prfuture.simplecast.com/episodes/prweek-replay-ai-activated-discussion-g3HQMCc5 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
  • Melissa Waggener Zorkin, Global CEO of We. Communications
  • Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin

The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices. 

  • AI's Impact on PR and the Role of Humanity 0:02
  • Balancing AI and Humanity in Storytelling 2:31
  • Fostering an AI-Ready Culture 5:49
  • Challenges and Opportunities in AI Adoption 12:48
  • AI in Media Relations and Measurement 16:21
  • Preparing the Next Generation of PR Pros 22:17
  • The Future of AI in PR 27:34

Key insights include:

AI as a Tool, Not a Replacement

The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential.

Creating an AI-Ready Culture

Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams.

Education and Skill Development

Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions.

Practical Applications

The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches.

Future Outlook

The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report."

The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> PRWeek Replay: AI Activated Discussion USC Center for Public Relations 00:28:32 In case you missed it: PRWeek's Steve Barrett hosts a conversation about our 2025 Relevance Report: AI Activated with guests Frank X. Shaw, Chief Communications Officer at Microsoft, Melissa Waggener Zorkin, Global CEO of WE Communications, and Fred Cook, our Center for PR director. The trio discuss how AI is changing how communicators work, create, and connect and how it makes people in our industry feel more valued. The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance. In case you missed it: PRWeek's Steve Barrett hosts a conversation about our 2025 Relevance Report: AI Activated with guests Frank X. Shaw, Chief Communications Officer at Microsoft, Melissa Waggener Zorkin, Global CEO of WE Communications, and Fred Cook, our Center for PR director. The trio discuss how AI is changing how communicators work, create, and connect and how it makes people in our industry feel more valued. The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance. communication strategy, ai tools, cybersecurity, storytelling, usc center for pr., ai training, media relations, pr industry, data analysis, next generation pr, experimentation, ai impact, ai adoption, relationships, ai success false bonus 6 079cf2d2-009a-47e6-b4d7-28232ce1f3ce 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 link

To find information about the International Association of Business Communicators (IABC), go to this link

Key Takeaways from the Discussion:

Public relations is entering a new era—driven by technology, authenticity, and the influence of a younger, more optimistic generation.

AI in PR: Embraced as a powerful tool, not a replacement for human creativity

Hybrid Work: Redefining mentorship, collaboration, and team culture

Shifting Trust: Younger audiences rely more on influencers than traditional media

Skills for the Future: Media literacy and AI training are now essential

Polarization: A rising challenge that demands thoughtful communication

Gen Z’s Impact: Advocating for purpose-driven, inclusive, and authentic PR

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 3 Jun 2025 11:00:00 +0000 usccpr@usc.edu (Matt Tidwell, David Michaelson, Anahita Mehra, Javiera Contreras, Barby K. Siegel, Ron Antonette, Fred Cook) https://prfuture.simplecast.com/episodes/2025-global-communications-report-eVrmcPvs 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 Communicators (IABC), go to this link

Key Takeaways from the Discussion:

Public relations is entering a new era—driven by technology, authenticity, and the influence of a younger, more optimistic generation.

AI in PR: Embraced as a powerful tool, not a replacement for human creativity

Hybrid Work: Redefining mentorship, collaboration, and team culture

Shifting Trust: Younger audiences rely more on influencers than traditional media

Skills for the Future: Media literacy and AI training are now essential

Polarization: A rising challenge that demands thoughtful communication

Gen Z’s Impact: Advocating for purpose-driven, inclusive, and authentic PR

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mind The Gap: 2025 Global Communication Report Recap Matt Tidwell, David Michaelson, Anahita Mehra, Javiera Contreras, Barby K. Siegel, Ron Antonette, Fred Cook 00:47:36 In this episode of PR Future, Fred Cook is joined by Barby Siegel, Global CEO of Zeno Group; Matt Tidwell, Director of Professional Graduate Studies, William Allen White School of Journalism and Mass Communications, University of Kansas, and board member, the International Association of Business Communicators (IABC); Victoria Hamilton, senior director of strategic planning, Zeno Group; and David Michaelson, Research Fellow at the USC Center for Public Relations. Together, they unpack the findings of the 2025 Global Communication Report, developed by the USC Center for PR in conjunction with Zeno Group and IABC. Together, they examine the rapidly evolving landscape of public relations, addressing the growing influence of AI, the rise of hybrid work models, and shifting generational expectations. The discussion explores the contrast between influencer marketing and traditional media, the crucial role of media literacy in combating misinformation, and the challenges of navigating an increasingly polarized media landscape. Emphasizing authenticity, mentorship, and inclusion, the panel highlights how Gen Z and other emerging voices are reshaping the future of PR—and why the industry has reasons to be optimistic. In this episode of PR Future, Fred Cook is joined by Barby Siegel, Global CEO of Zeno Group; Matt Tidwell, Director of Professional Graduate Studies, William Allen White School of Journalism and Mass Communications, University of Kansas, and board member, the International Association of Business Communicators (IABC); Victoria Hamilton, senior director of strategic planning, Zeno Group; and David Michaelson, Research Fellow at the USC Center for Public Relations. Together, they unpack the findings of the 2025 Global Communication Report, developed by the USC Center for PR in conjunction with Zeno Group and IABC. Together, they examine the rapidly evolving landscape of public relations, addressing the growing influence of AI, the rise of hybrid work models, and shifting generational expectations. The discussion explores the contrast between influencer marketing and traditional media, the crucial role of media literacy in combating misinformation, and the challenges of navigating an increasingly polarized media landscape. Emphasizing authenticity, mentorship, and inclusion, the panel highlights how Gen Z and other emerging voices are reshaping the future of PR—and why the industry has reasons to be optimistic. employee engagement, media literacy, communication, ai, media landscape, communication strategies, misinformation, authenticity, training, trust, pr trends, influencer marketing, gen z, public relations, polarization, influencers, hybrid work, generational gap, business responsibility false full 8 6 fe20aa73-3060-4b02-b81f-ec454fd32219 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 expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication.

Moderated by Fred Cook, the conversation addresses key questions, including:

In what ways is Gen Z more similar to their parents than expected?

How do their views on stability, risk, and tradition split across subgroups?

Why does financial anxiety shape so many of their decisions?

What should communicators understand about Gen Z’s internal diversity?

How can media literacy become a strategic asset in engaging Gen Z?

Key Discussion Highlights
The report identifies three mindsets within Gen Z:

Neo-Traditionalists value stability and lean toward conservative ideals

Fluid Pragmatists take a cautious, balanced approach to major life decisions

Internet Age Explorers reject conventional paths in favor of experimentation and experience

Money as a Central Concern
Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.

A New Life Timeline
Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven.

The Implications for PR
Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement.

Media Literacy as a Core Competency
Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value.

Time markers
00:00 — Understanding Gen Z: A New Perspective
06:41 — The Three Cohorts of Gen Z
12:09 — Fluid Pragmatists: The Middle Path
17:37 — Internet Age Explorers: The Experimental Group
25:18 — Navigating the Future of PR with Gen Z
31:21 — Media Literacy and the Information Diet of Gen Z

Find the report here:
Gen Z: Life, Actually – Day One Agency
https://d1a.com/perspective/genz-life-actually

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Wed, 21 May 2025 18:23:37 +0000 usccpr@usc.edu (Eli Williams, Anahita Mehra, Joseph Carreon, Javiera Contreras, Ron Antonette, Fred Cook, Marshall Winfield) https://prfuture.simplecast.com/episodes/life-actually-a-no-bullshit-study-on-the-future-gen-z-wants-ft-SgAWIMzE 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 the generation and explains how their diverse values are already influencing the future of brand communication.

Moderated by Fred Cook, the conversation addresses key questions, including:

In what ways is Gen Z more similar to their parents than expected?

How do their views on stability, risk, and tradition split across subgroups?

Why does financial anxiety shape so many of their decisions?

What should communicators understand about Gen Z’s internal diversity?

How can media literacy become a strategic asset in engaging Gen Z?

Key Discussion Highlights
The report identifies three mindsets within Gen Z:

Neo-Traditionalists value stability and lean toward conservative ideals

Fluid Pragmatists take a cautious, balanced approach to major life decisions

Internet Age Explorers reject conventional paths in favor of experimentation and experience

Money as a Central Concern
Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.

A New Life Timeline
Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven.

The Implications for PR
Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement.

Media Literacy as a Core Competency
Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value.

Time markers
00:00 — Understanding Gen Z: A New Perspective
06:41 — The Three Cohorts of Gen Z
12:09 — Fluid Pragmatists: The Middle Path
17:37 — Internet Age Explorers: The Experimental Group
25:18 — Navigating the Future of PR with Gen Z
31:21 — Media Literacy and the Information Diet of Gen Z

Find the report here:
Gen Z: Life, Actually – Day One Agency
https://d1a.com/perspective/genz-life-actually

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Life Actually: A No Bullshit Study on the Future Gen Z Wants ft Eli Williams, Anahita Mehra, Joseph Carreon, Javiera Contreras, Ron Antonette, Fred Cook, Marshall Winfield 00:37:28 In this episode of #PRFuture, Fred Cook is joined by Eli Williams of Day One Agency to explore the findings of a new study, “Life Actually: A No Bullshit Study on the Future Gen Z Wants,” produced in collaboration with the USC Center for Public Relations. Together, they unpack what Gen Z really values and how those values are shaping the next chapter of public relations, marketing, and society at large. Based on a nationwide survey of over 1,000 Gen Zers, the study reveals three distinct personas within the generation: • Neo-Traditionalists, who lean toward conservative values and crave stability • Fluid Pragmatists, who take a thoughtful, flexible approach to life • Internet-Age Explorers, who prioritize experiences and embrace uncertainty The conversation touches on Gen Z’s concerns about money, their evolving approach to media, and the importance of recognizing diversity within the generation itself. Rather than following a linear path, many in Gen Z are forging new timelines, blending traditional goals with modern realities. In this episode of #PRFuture, Fred Cook is joined by Eli Williams of Day One Agency to explore the findings of a new study, “Life Actually: A No Bullshit Study on the Future Gen Z Wants,” produced in collaboration with the USC Center for Public Relations. Together, they unpack what Gen Z really values and how those values are shaping the next chapter of public relations, marketing, and society at large. Based on a nationwide survey of over 1,000 Gen Zers, the study reveals three distinct personas within the generation: • Neo-Traditionalists, who lean toward conservative values and crave stability • Fluid Pragmatists, who take a thoughtful, flexible approach to life • Internet-Age Explorers, who prioritize experiences and embrace uncertainty The conversation touches on Gen Z’s concerns about money, their evolving approach to media, and the importance of recognizing diversity within the generation itself. Rather than following a linear path, many in Gen Z are forging new timelines, blending traditional goals with modern realities. neo-traditionalists, media literacy, economic realities, cohorts, keywords gen z, cultural influence, fluid pragmatists, marketing, internet age explorers, public relations false full 7 6 764c0fe9-6e06-4479-881b-656343cc4f4c 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 generations working within it.

Moderated by Barby K. Siegel, Global CEO of Zeno Group, the panel explores questions like:

How do different generations view AI’s role in the future of PR?

What does true collaboration across age groups look like?

How can organizations foster flexibility without sacrificing culture?

How should communicators approach purpose-driven work amid growing polarization and risk aversion?

Key Discussion Highlights:

AI as a Tool, Not a Replacement: AI is seen as a career-enhancing tool that frees up time for creativity and strategic thinking — but panelists caution against using it as a crutch, emphasizing the need to maintain strong writing and critical thinking skills.

Hybrid Work Expectations: Younger generations value autonomy and flexibility, with many willing to take pay cuts for remote options. But panelists stress that trust, clear expectations, and intentional relationship-building remain critical in hybrid settings.

Media Consumption Gaps: Gen Z leans into social and influencer-driven media, while older generations still prioritize traditional outlets like The New York Times and CNN. The takeaway? Successful communicators must be media-fluid and audience-focused.

The Purpose Divide: Younger employees (especially Gen Z) expect companies to take stands on social issues, even as overall industry willingness to engage has dropped sharply—from 89% in 2023 to 52% in 2025.

Soft Skills Still Reign: From phone calls to peer reviews, interpersonal communication, empathy, and networking remain essential soft skills for all generations.

Call for Collaboration: Panelists advocate for breaking down hierarchies by bringing younger professionals into leadership conversations early and often. Generational gaps should be "galvanized," not just "minded."

Reports: 2025 Global Communication Report: https://annenberg.usc.edu/research/center-public-relations/global-communication-report

Featuring:

    •    Fred Cook (USC Annenberg Center for PR)
    •    Kelly McGinnis (Levi Strauss & Co.)
    •    Sona Iliffe-Moon (Yahoo)
    •    Bill Imada (IW Group)
    •    Kyndall L. Echols (fashion & brand communications consultant)

Host: Fred Cook (@fredcook),Chairman Emeritus of Golin, Director of the USC Center for Public Relations,

Author of Improvise: Unorthodox Career Advice from an Unlikely CEO

Executive Producer: Ron Antonette

Producers: Joe Carreon and Javiera Contreras

Follow us: @USCCenterforPR on X, Instagram, and Facebook

Subscribe to our newsletter: News from the USC Center for Public Relations
Learn more: https://annenberg.usc.edu/research/center-public-relations

This episode was recorded live at USC Annenberg.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 24 Apr 2025 16:45:28 +0000 usccpr@usc.edu (Barby K. Siegel, Kelly McGinnis, Kyndall L. Echols, Ron Antonette, Anahita Mehra, Fred Cook, Marshall Winfield, Bill Imada, Joseph Carreon, Javiera Contreras, Sona Iliffe-Moon) https://prfuture.simplecast.com/episodes/the-future-of-pr-exploring-four-generations-in-the-workforce-auPepN5Z 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 questions like:

How do different generations view AI’s role in the future of PR?

What does true collaboration across age groups look like?

How can organizations foster flexibility without sacrificing culture?

How should communicators approach purpose-driven work amid growing polarization and risk aversion?

Key Discussion Highlights:

AI as a Tool, Not a Replacement: AI is seen as a career-enhancing tool that frees up time for creativity and strategic thinking — but panelists caution against using it as a crutch, emphasizing the need to maintain strong writing and critical thinking skills.

Hybrid Work Expectations: Younger generations value autonomy and flexibility, with many willing to take pay cuts for remote options. But panelists stress that trust, clear expectations, and intentional relationship-building remain critical in hybrid settings.

Media Consumption Gaps: Gen Z leans into social and influencer-driven media, while older generations still prioritize traditional outlets like The New York Times and CNN. The takeaway? Successful communicators must be media-fluid and audience-focused.

The Purpose Divide: Younger employees (especially Gen Z) expect companies to take stands on social issues, even as overall industry willingness to engage has dropped sharply—from 89% in 2023 to 52% in 2025.

Soft Skills Still Reign: From phone calls to peer reviews, interpersonal communication, empathy, and networking remain essential soft skills for all generations.

Call for Collaboration: Panelists advocate for breaking down hierarchies by bringing younger professionals into leadership conversations early and often. Generational gaps should be "galvanized," not just "minded."

Reports: 2025 Global Communication Report: https://annenberg.usc.edu/research/center-public-relations/global-communication-report

Featuring:

    •    Fred Cook (USC Annenberg Center for PR)
    •    Kelly McGinnis (Levi Strauss & Co.)
    •    Sona Iliffe-Moon (Yahoo)
    •    Bill Imada (IW Group)
    •    Kyndall L. Echols (fashion & brand communications consultant)

Host: Fred Cook (@fredcook),Chairman Emeritus of Golin, Director of the USC Center for Public Relations,

Author of Improvise: Unorthodox Career Advice from an Unlikely CEO

Executive Producer: Ron Antonette

Producers: Joe Carreon and Javiera Contreras

Follow us: @USCCenterforPR on X, Instagram, and Facebook

Subscribe to our newsletter: News from the USC Center for Public Relations
Learn more: https://annenberg.usc.edu/research/center-public-relations

This episode was recorded live at USC Annenberg.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> The Future of PR: Exploring Four Generations in the Workforce Barby K. Siegel, Kelly McGinnis, Kyndall L. Echols, Ron Antonette, Anahita Mehra, Fred Cook, Marshall Winfield, Bill Imada, Joseph Carreon, Javiera Contreras, Sona Iliffe-Moon 00:57:26 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. 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. false full 6 6 54f84e6a-7605-4faf-ae29-27b0b191a768 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 industry.

Featuring: Chantelle Darby,  VP Communications, Accel

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations 

Executive Producer: Ron Antonette 

Producers: Marshall Winfield, 

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

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

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Wed, 16 Apr 2025 13:30:00 +0000 usccpr@usc.edu (Chantelle Darby, Burghardt Tenderich, Ron Antonette, Fred Cook, Marshall Winfield) https://prfuture.simplecast.com/episodes/a-conversation-with-chantelle-darby-accels-vp-of-comms-jO1v3_uO 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, Accel

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations 

Executive Producer: Ron Antonette 

Producers: Marshall Winfield, 

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

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

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> A conversation with Chantelle Darby, Accel's VP of Communications Chantelle Darby, Burghardt Tenderich, Ron Antonette, Fred Cook, Marshall Winfield 00:36:49 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. 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. false full 5 6 a5228478-1f72-4fae-a8fa-8a95450d615e 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 utilising the tools available.

Featuring:

Faryar Borhani: Faryar is the Chief Communications Officer at Encore Capital Group and has been a USC Annenberg Center for Public Relations Board Member since June 2024.

Sona Iliffe-Moon: Sona is currently the Chief Communications Officer at Yahoo. Prior to this, Sona was at Facebook and Lyft among other companies. Sona is also a USC alum having completed an MA in Strategic Public Relations at USC Annenberg.

Jeff Beringer: Jeff has been with Golin for over two decades and currently serves as their first Chief AI Officer. Jeff previously led marketing and transformation teams at IPG and web relations at Weber Shandwick.

Christina Bellantoni: Currently director of the Media Center at USC Annenberg, Christina was previously the Assistant Managing Editor of the LA Times and Editor-in-Chief at Roll Call.

Michael Kittilson: Michael is a USC Graduate student in Annenberg's PRA program. He leads multiple collaboration efforts with the PR Center's partners and is a Senior Research Associate at USC Annenberg Center for Climate Journalism and Communication.

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Reports: USC 2025 Relevance Report

Executive Producer: Ron Antonette 

Producers: Marshall Winfield, Joseph Carreon, Anahita Mehra, Javiera Contreras

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 24 Mar 2025 22:18:08 +0000 usccpr@usc.edu (Jeff Beringer, Sona Iliffe-Moon, Faryar Borhani, Anahita Mehra, Joseph Carreon, Javiera Contreras, Christina Bellantoni, Fred Cook, Michael Kittilson, Marshall Winfield, Ron Antonette) https://prfuture.simplecast.com/episodes/2025-usc-annenberg-relevance-report-ai-activated-bv3q9AvN 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 Capital Group and has been a USC Annenberg Center for Public Relations Board Member since June 2024.

Sona Iliffe-Moon: Sona is currently the Chief Communications Officer at Yahoo. Prior to this, Sona was at Facebook and Lyft among other companies. Sona is also a USC alum having completed an MA in Strategic Public Relations at USC Annenberg.

Jeff Beringer: Jeff has been with Golin for over two decades and currently serves as their first Chief AI Officer. Jeff previously led marketing and transformation teams at IPG and web relations at Weber Shandwick.

Christina Bellantoni: Currently director of the Media Center at USC Annenberg, Christina was previously the Assistant Managing Editor of the LA Times and Editor-in-Chief at Roll Call.

Michael Kittilson: Michael is a USC Graduate student in Annenberg's PRA program. He leads multiple collaboration efforts with the PR Center's partners and is a Senior Research Associate at USC Annenberg Center for Climate Journalism and Communication.

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Reports: USC 2025 Relevance Report

Executive Producer: Ron Antonette 

Producers: Marshall Winfield, Joseph Carreon, Anahita Mehra, Javiera Contreras

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> 2025 USC Annenberg Relevance Report: AI Activated Jeff Beringer, Sona Iliffe-Moon, Faryar Borhani, Anahita Mehra, Joseph Carreon, Javiera Contreras, Christina Bellantoni, Fred Cook, Michael Kittilson, Marshall Winfield, Ron Antonette 00:44:58 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. 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. false full 4 6 0d9e395b-bb44-44b6-8f2f-7f5f3f2bfc0b 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 Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 30 Dec 2024 19:11:46 +0000 usccpr@usc.edu (Pilaar Terry, Burghardt Tenderich, Ron Antonette, Fred Cook, Marshall Winfield) https://prfuture.simplecast.com/episodes/the-evolving-world-of-pr-comms-with-pilaar-terry-duFpaDfO 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 for Public Relations at the University of Southern California.

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> The evolving world of PR & Comms, with Pilaar Terry Pilaar Terry, Burghardt Tenderich, Ron Antonette, Fred Cook, Marshall Winfield 00:40:38 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. 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. communications, pr, media relations, social media, thought leadership, public relations, agency, agency-brand relationships false full 3 6 d2bc2c8b-fccc-4b12-9f60-3cd44b08b728 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 of AI tools among PR and communication professionals over the past year. 

Bastani and Sullivan share insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry.

Episode Guests:

Lindsey Bastani, EVP, Technology, WE Communications

Michael Sullivan, VP, Strategic Insights, WE Communications

Description:

This episode is grounded in a year-on-year study showing communicators are now more familiar with AI's capabilities and key use cases, including content creation, data analysis, and media landscape research. The conversation also highlights the importance of senior leadership in fostering a culture of AI adoption, learning, and experimentation, as this leads to increased job satisfaction and value perception. Despite initial concerns, communicators are now more confident and see AI as a tool to enhance, rather than replace, their roles. The discussion also touches on the need for training and the potential for AI to streamline tasks and improve efficiency.

Highlights:

Discussion on the changing perceptions of AI within the PR industry over the past year [1:21] 

Strategies for creating a culture that encourages AI adoption, including leadership support and employee autonomy [5:32]

How PR professionals are using AI to create content, analyse data, and research the media landscape [8:51]

Importance of developing AI skills and expertise, especially for new / young professionals [13:07]

Decreased concern and untapped use cases, particularly enhancing media relations [15:58]

Future predictions, including the rise of more specialized AI tools tailored to communicators' needs [24:04]

Advice for students and professionals on incorporating AI into their work [28:39]

Resources:

Energized by AI: How Technology is Changing Communicators’ Relationship to Work - we-worldwide.com/energized-by-ai

USC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Executive Producer: Ron Antonette

Producers: Marshall Winfield and Isadora Binder-Helenchilde 

Follow us: @USCCenterforPR (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads)  

Connect on LinkedIn: https://www.linkedin.com/company/usccenterforpr

Newsletter: News from the USC Center for Public Relations

Visit our website: 

https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 26 Nov 2024 08:00:00 +0000 usccpr@usc.edu (Michael Sullivan, Lindsey Bastani, Ron Antonette, Marshall Winfield, Isadora Binder-Helenchilde, Fred Cook) https://prfuture.simplecast.com/episodes/ai-in-your-workplace-with-we-communications-lindsey-bastani-and-michael-sullivan-RGIBx_Ip 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 insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry.

Episode Guests:

Lindsey Bastani, EVP, Technology, WE Communications

Michael Sullivan, VP, Strategic Insights, WE Communications

Description:

This episode is grounded in a year-on-year study showing communicators are now more familiar with AI's capabilities and key use cases, including content creation, data analysis, and media landscape research. The conversation also highlights the importance of senior leadership in fostering a culture of AI adoption, learning, and experimentation, as this leads to increased job satisfaction and value perception. Despite initial concerns, communicators are now more confident and see AI as a tool to enhance, rather than replace, their roles. The discussion also touches on the need for training and the potential for AI to streamline tasks and improve efficiency.

Highlights:

Discussion on the changing perceptions of AI within the PR industry over the past year [1:21] 

Strategies for creating a culture that encourages AI adoption, including leadership support and employee autonomy [5:32]

How PR professionals are using AI to create content, analyse data, and research the media landscape [8:51]

Importance of developing AI skills and expertise, especially for new / young professionals [13:07]

Decreased concern and untapped use cases, particularly enhancing media relations [15:58]

Future predictions, including the rise of more specialized AI tools tailored to communicators' needs [24:04]

Advice for students and professionals on incorporating AI into their work [28:39]

Resources:

Energized by AI: How Technology is Changing Communicators’ Relationship to Work - we-worldwide.com/energized-by-ai

USC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Executive Producer: Ron Antonette

Producers: Marshall Winfield and Isadora Binder-Helenchilde 

Follow us: @USCCenterforPR (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads)  

Connect on LinkedIn: https://www.linkedin.com/company/usccenterforpr

Newsletter: News from the USC Center for Public Relations

Visit our website: 

https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> AI In Your Workplace, with WE Communication’s Lindsey Bastani and Michael Sullivan Michael Sullivan, Lindsey Bastani, Ron Antonette, Marshall Winfield, Isadora Binder-Helenchilde, Fred Cook 00:33:38 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 insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry. 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 insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry. corporate communications, ai, misinformation, ai experimentation, pr, culture, content creation false full 2 6 a4b5d953-f79b-4d87-8a4b-c80086d14f68 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: Staffbase: https://staffbase.com/en/pressreleases/communication-breakdown-61-of-employees-unlikely-to-stay-in-their-job-cite-poor-communication-among-top-reasons/ 

Research by USC Annenberg & Staffbase Highlights the Critical Role of Internal Communication in Retention and Engagement Communicating Culture During A Hybrid Revolution: https://annenberg.usc.edu/sites/default/files/2024/07/24/USC-IABC_FOW__Report_Jul244.pdf 

Featuring: Dr. David Michaelson, USC Research Fellow and Principal of David Michaelson & Company 

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations 

Executive Producer: Ron Antonette 

Producers: Isadora Binder-Helenchilde and Marshall Winfield 

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 4 Nov 2024 08:00:00 +0000 usccpr@usc.edu (Dr. David Michaelson, Marshall Winfield, Isadora Binder-Helenchilde, Ron Antonette, Fred Cook) https://prfuture.simplecast.com/episodes/strengthening-workplace-culture-through-communication-with-dr-david-michaelson-BQFY_1wz 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: https://staffbase.com/en/pressreleases/communication-breakdown-61-of-employees-unlikely-to-stay-in-their-job-cite-poor-communication-among-top-reasons/ 

Research by USC Annenberg & Staffbase Highlights the Critical Role of Internal Communication in Retention and Engagement Communicating Culture During A Hybrid Revolution: https://annenberg.usc.edu/sites/default/files/2024/07/24/USC-IABC_FOW__Report_Jul244.pdf 

Featuring: Dr. David Michaelson, USC Research Fellow and Principal of David Michaelson & Company 

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations 

Executive Producer: Ron Antonette 

Producers: Isadora Binder-Helenchilde and Marshall Winfield 

Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Strengthening workplace culture through communication, with David Michaelson, PhD Dr. David Michaelson, Marshall Winfield, Isadora Binder-Helenchilde, Ron Antonette, Fred Cook 00:35:38 USC Research Fellow and Burson, Ogilvy, and Teneo alum Dr. David Michaelson 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. USC Research Fellow and Burson, Ogilvy, and Teneo alum Dr. David Michaelson 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. remote working, communications, hybrid work, internal communications false full 1 6 fd0eb448-010f-43b9-8cd3-19804bfbed90 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 tap into these behaviors to make a meaningful impact on a generation that is reshaping the rules of engagement.

Fred and Josh discuss how the concept of "prime time" has evolved into a continuous phenomenon for this generation, with many waking up and immediately reaching for their phones. And they reflect on the rise of the "recommendation generation," where influencers and peers hold significant sway over brand perceptions. From the importance of trend-responsive content to the creation of 'writer's rooms' for monitoring platform trends, Josh emphasizes the need for agility in content creation.

For the complete study and more on media and how to reach Gen Z, visit the Day One Agency website at https://d1a.com/perspective. This study is published at https://d1a.com/perspective/day-one-agency-usc-annenberg-gen-z-study Still have questions? Ask GenZ directly at askgenz.com.

Disclaimer: This conversation was recorded prior to the introduction of H.R. 7521, a bill that could effectively ban TikTok in the United States. As such, this podcast episode only provides insight into how organizations and Gen Z thought about TikTok without the implications of a ban.

Featuring:

Josh Rosenberg, Co-founder & CEO, Day One Agency

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @USCCenterforPR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 21 Mar 2024 10:00:00 +0000 usccpr@usc.edu (Fred Cook, Grayson Wolff, Ron Antonette, Andrea Hubbard) https://prfuture.simplecast.com/episodes/genz-study-with-day-one-agency-y6iRhhRG 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 engagement.

Fred and Josh discuss how the concept of "prime time" has evolved into a continuous phenomenon for this generation, with many waking up and immediately reaching for their phones. And they reflect on the rise of the "recommendation generation," where influencers and peers hold significant sway over brand perceptions. From the importance of trend-responsive content to the creation of 'writer's rooms' for monitoring platform trends, Josh emphasizes the need for agility in content creation.

For the complete study and more on media and how to reach Gen Z, visit the Day One Agency website at https://d1a.com/perspective. This study is published at https://d1a.com/perspective/day-one-agency-usc-annenberg-gen-z-study Still have questions? Ask GenZ directly at askgenz.com.

Disclaimer: This conversation was recorded prior to the introduction of H.R. 7521, a bill that could effectively ban TikTok in the United States. As such, this podcast episode only provides insight into how organizations and Gen Z thought about TikTok without the implications of a ban.

Featuring:

Josh Rosenberg, Co-founder & CEO, Day One Agency

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @USCCenterforPR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> A Deep Dive into Gen Z's Scrolls with Day One Agency's Josh Rosenberg Fred Cook, Grayson Wolff, Ron Antonette, Andrea Hubbard 00:26:47 socially conscious, mental health, rapid content production, usc, real-time research, social purpose, content creation, traditional media, gen z, usc center for pr, gen z employees, digital word-of-mouth, empathy, tiktok, hope, branding, niche communities, media consumption, leadership false full 2 5 db8ec33b-116d-46db-9d9b-9425995a3cc9 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 Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose.

Featuring:

Jessica Adelman, Senior Vice President, Corporate Affairs at Mars Wrigley

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 8 Feb 2024 11:00:00 +0000 usccpr@usc.edu (Fred Cook, Grayson Wolff, Fernando Cienfuegos, Andrea Hubbard, Ron Antonette) https://prfuture.simplecast.com/episodes/jessica-adelman-lrK_Z1kc 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 captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose.

Featuring:

Jessica Adelman, Senior Vice President, Corporate Affairs at Mars Wrigley

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman Fred Cook, Grayson Wolff, Fernando Cienfuegos, Andrea Hubbard, Ron Antonette 00:36:40 spokescandies, corporate engagement, corporate, employee involvement, pr future podcast, communication, social impact, social issues, m&ms, maya rudolph, communications, fred cook, center for public relations, purpose, usc, relevance report, prpast, pr strategies, pr, social purpose, annenberg, controversy, snickers, social impact campaigns, industry trends, ad campaign, public relations, super bowl commercial, super bowl, m and ms, corporate activism, mars wrigley, past, candy, jessica adelman, pr future, brand purpose, advertising, corporate world, commercial false full 1 5 a72ccc13-2851-41db-8fff-1378418f97c5 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 view technology as an investment. We wrap up with a discussion on the ethical considerations of AI in communication and encourage our listeners to approach AI tools thoughtfully and responsibly.

Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg.

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Fri, 8 Dec 2023 11:00:00 +0000 usccpr@usc.edu (Heather Rim, Aaron Kwittken, Grant Toups, Michael Kittilson, Steve Clayton, Torod Neptune, Fred Cook, Christina Bellatoni) https://prfuture.simplecast.com/episodes/2024-relevance-report-discussion-welcome-to-ai-cQtRCQds 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 communication and encourage our listeners to approach AI tools thoughtfully and responsibly.

Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg.

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> 2024 Relevance Report Discussion: Welcome to AI Heather Rim, Aaron Kwittken, Grant Toups, Michael Kittilson, Steve Clayton, Torod Neptune, Fred Cook, Christina Bellatoni 00:57:20 Welcome to this bonus episode of PR Future where we are focusing on the transformative world of artificial intelligence, tied to our release of the 2024 Relevance Report on the topic. We've brought together an expert panel including Steve Clayton from Microsoft, Torod Neptune of Medtronic, USC Annenberg's Christina Bellantoni, Grant Toups of Hill & Knowlton, Heather Rim from Optiv, PRophet's Aaron Kwittken, and USC graduate student Michael Kittleson to shed light on AI's importance in PR's future. Listen in as they discuss the pace of AI advancements, its role in communication and media, and the challenges and opportunities that come with it. In this episode, we also 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 communication and encourage our listeners to approach AI tools thoughtfully and responsibly. Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg. Welcome to this bonus episode of PR Future where we are focusing on the transformative world of artificial intelligence, tied to our release of the 2024 Relevance Report on the topic. We've brought together an expert panel including Steve Clayton from Microsoft, Torod Neptune of Medtronic, USC Annenberg's Christina Bellantoni, Grant Toups of Hill & Knowlton, Heather Rim from Optiv, PRophet's Aaron Kwittken, and USC graduate student Michael Kittleson to shed light on AI's importance in PR's future. Listen in as they discuss the pace of AI advancements, its role in communication and media, and the challenges and opportunities that come with it. In this episode, we also 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 communication and encourage our listeners to approach AI tools thoughtfully and responsibly. Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg. communication, opportunities, risk assessment, transparency, future, usc, healthcare, revolutionize, pr industry, microsoft, challenges, marketing, media, disinformation, public relations, crisis communication, artificial intelligence, productivity, security, advancements, technology, ethics false bonus 5 a0940d34-3a4b-4116-aedb-00cf6156bbdc 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 tools can support our gut instincts with solid data.

In our conversation, we focus on the crucial issues of ethics and accuracy as we explore the initial reactions to AI-powered tools. We also delve into the necessary skills that communicators will need to incorporate AI effectively in the future. Our panelists provide valuable insights into how to address concerns and leverage opportunities that AI presents for brands to better understand their customers.

Looking ahead, we examine the potential impact of AI technology on jobs and industries, as well as the importance of ensuring accuracy in a world where AI is continuously evolving. We discuss the need for governing bodies to establish standards for AI, the question of content ownership in AI-generated work, and the responsible use of this technology. Tune in to this episode of #PRFuture to learn more, and download the 2023 Global Communication Report at www.annenberg.usc.edu/gcr. 


Moderator:
Doug Dawson, Director, Global Communications, Microsoft and USC Annenberg faculty

 

Featuring:

Aaron Kwittken, CEO & Founder, PRophet, Comms Tech Cloud CEO, Stagwell Global

Ed Clarke, CEO and Founder, Cometrics

Bobby Lincoln, COO and Co-Founder, PeakMetrics 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 16 May 2023 10:00:00 +0000 usccpr@usc.edu (Fred Cook, Loki Wu, Matthew Calma, Grayson Wolff, Daniela Rodríguez Martínez, Spencer Cline, Ron Antonette) https://prfuture.simplecast.com/episodes/ai-in-pr-woRV3vsL 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 ethics and accuracy as we explore the initial reactions to AI-powered tools. We also delve into the necessary skills that communicators will need to incorporate AI effectively in the future. Our panelists provide valuable insights into how to address concerns and leverage opportunities that AI presents for brands to better understand their customers.

Looking ahead, we examine the potential impact of AI technology on jobs and industries, as well as the importance of ensuring accuracy in a world where AI is continuously evolving. We discuss the need for governing bodies to establish standards for AI, the question of content ownership in AI-generated work, and the responsible use of this technology. Tune in to this episode of #PRFuture to learn more, and download the 2023 Global Communication Report at www.annenberg.usc.edu/gcr. 


Moderator:
Doug Dawson, Director, Global Communications, Microsoft and USC Annenberg faculty

 

Featuring:

Aaron Kwittken, CEO & Founder, PRophet, Comms Tech Cloud CEO, Stagwell Global

Ed Clarke, CEO and Founder, Cometrics

Bobby Lincoln, COO and Co-Founder, PeakMetrics 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> How AI is transforming the future of PR and communications Fred Cook, Loki Wu, Matthew Calma, Grayson Wolff, Daniela Rodríguez Martínez, Spencer Cline, Ron Antonette 00:25:58 AI is poised to have an impact on almost every industry, but what are the implications of AI in PR? In this episode, we hear from people who are pioneering the use of AI in the communications industry. AI is poised to have an impact on almost every industry, but what are the implications of AI in PR? In this episode, we hear from people who are pioneering the use of AI in the communications industry. corporate engagement, corporate, employee involvement, pr future podcast, content ownership, evolving landscape, communication, ai, social impact, social issues, ed clarke, communications, fred cook, data-savvy communicators, center for public relations, global communications study, purpose, usc, relevance report, pr strategies, closer to customers, risk, pr, standards, social purpose, annenberg, microsoft, social impact campaigns, responsible use, accuracy, industry trends, governing bodies, prophet, ethical concerns, public relations, artificial intelligence, speed up processes, corporate activism, bobby lincoln, aaron kwittken, cometrics, peakmetrics, pr future, brand purpose, agency-brand relationships, corporate world false full 5 4 6a86e10e-24d5-4a4e-9759-2b2a5a1ac29b 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 into how workplaces have addressed mental health issues and its growing relevance in contemporary society. We will uncover the factors driving the growing awareness of mental health concerns, from the influence of social media on younger generations to the heightened attention employers are paying to their employees' mental well-being. Our panelists also discuss themes such as the great resignation and employer-driven mental health initiatives in the context of public relations.

Whether it's by seeking out support for yourself or advocating for mental health initiatives in your organization, everyone has a role to play in promoting mental health and well-being. To learn more, tune in to this episode of #PRFuture, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance.

Featuring:

Jeffrey Cole, USC Annenberg Center for the Digital Future

Bill Imada, IW Group

Jacqueline Liu, The Pollack Group & USC Annenberg Professor

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 25 Apr 2023 10:00:00 +0000 usccpr@usc.edu (Fred Cook, Grayson Wolff, Loki Wu, Matthew Calma, Andrea Hubbard, Spencer Cline, Ron Antonette) https://prfuture.simplecast.com/episodes/mental-health-fmaatm6b 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. We will uncover the factors driving the growing awareness of mental health concerns, from the influence of social media on younger generations to the heightened attention employers are paying to their employees' mental well-being. Our panelists also discuss themes such as the great resignation and employer-driven mental health initiatives in the context of public relations.

Whether it's by seeking out support for yourself or advocating for mental health initiatives in your organization, everyone has a role to play in promoting mental health and well-being. To learn more, tune in to this episode of #PRFuture, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance.

Featuring:

Jeffrey Cole, USC Annenberg Center for the Digital Future

Bill Imada, IW Group

Jacqueline Liu, The Pollack Group & USC Annenberg Professor

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> PR & Its Role in Mental Health Support Fred Cook, Grayson Wolff, Loki Wu, Matthew Calma, Andrea Hubbard, Spencer Cline, Ron Antonette 00:40:04 Dive into the issue of mental health in the hybrid workplace and college campuses, exploring challenges and solutions that employers should consider. Dive into the issue of mental health in the hybrid workplace and college campuses, exploring challenges and solutions that employers should consider. employee well-being, corporate engagement, corporate, employee involvement, pr future podcast, communication, social impact, social issues, mental health, communications, fred cook, remote work, office work benefits, center for public relations, purpose, mental health support, usc, relevance report, depression, pr strategies, pr, hybrid work environment, social purpose, annenberg, employer responsibility, social impact campaigns, industry trends, social media, work-life balance, public relations, workplace, mental wellness, corporate activism, hybrid work, generational preferences, mental health resources, collaboration, anxiety, college campuses, pr future, brand purpose, great resignation, pandemic impact, corporate world false full 4 4 0051fbc2-5715-4459-98a9-9e3c81fdafe3 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 corporate social engagement programs such as NBCUniversal's Creative Impact Lab, Grubhub's initiatives to assist independent restaurants during the pandemic and Union Pacific Railroad's strategies for employee engagement.

While corporate social engagement exists in a variety of forms, professionals agree that one thing is constant: Companies must stay true to their core values and business model. Tune in to this episode of #PRFuture to learn more, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance.

Featuring:

Clarissa Beyah, Union Pacific Railroad and USC Annenberg

Hilary Smith, NBCUniversal

Dave Tovar, Grubhub

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 4 Apr 2023 10:00:00 +0000 usccpr@usc.edu (Fred Cook, Grayson Wolff, Loki Wu, Matthew Calma, Daniela Rodríguez Martínez, Spencer Cline, Ron Antonette) https://prfuture.simplecast.com/episodes/corporate-social-engagement-_EXeVGB1 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 assist independent restaurants during the pandemic and Union Pacific Railroad's strategies for employee engagement.

While corporate social engagement exists in a variety of forms, professionals agree that one thing is constant: Companies must stay true to their core values and business model. Tune in to this episode of #PRFuture to learn more, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance.

Featuring:

Clarissa Beyah, Union Pacific Railroad and USC Annenberg

Hilary Smith, NBCUniversal

Dave Tovar, Grubhub

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Making an Impact: Grubhub, NBCUniversal, and Union Pacific Railroad on Corporate Social Engagement Fred Cook, Grayson Wolff, Loki Wu, Matthew Calma, Daniela Rodríguez Martínez, Spencer Cline, Ron Antonette 00:35:19 Explore how companies like Grubhub, NBCUniversal, and Union Pacific Railroad are prioritizing employee involvement, designing social impact campaigns and staying true to their core values by actively engaging in social causes. Explore how companies like Grubhub, NBCUniversal, and Union Pacific Railroad are prioritizing employee involvement, designing social impact campaigns and staying true to their core values by actively engaging in social causes. creative impact lab, corporate engagement, corporate, business model, employee involvement, pr future podcast, communication, social impact, social issues, communications, fred cook, center for public relations, grubhub, purpose, underrepresented communities, usc, relevance report, pr strategies, pr, company core values, social purpose, annenberg, social impact campaigns, industry trends, union pacific railroad, nbcuniversal, public relations, collaborative efforts, corporate activism, stakeholder communication, csr, pr future, corporate social responsibility, brand purpose, corporate world false full 3 4 b1ef75f3-0a64-441a-9fc0-56195b656c42 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 TikTok accounts are few and far between when compared to news accounts, something Clara has properly taken advantage of. Her personal know-how of pop culture, the current social media buzz, and awareness of what’s going on in the news culminates into the Tik Toks that she feels are the most relatable. 

In this episode, Fred talks with Clara about just how truthful her TikTok videos are and the ever more relevant role of public relations professionals today as they have to transverse the growing importance of social media.

Featuring:

Clara @colormeloverly on TikTok

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 21 Feb 2023 11:00:00 +0000 usccpr@usc.edu (Fred Cook, Grayson Wolff, Loki Wu, Matthew Calma, Andrea Hubbard, Spencer Cline, Ron Antonette) https://prfuture.simplecast.com/episodes/colormeloverly-xHj4pKjP 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 advantage of. Her personal know-how of pop culture, the current social media buzz, and awareness of what’s going on in the news culminates into the Tik Toks that she feels are the most relatable. 

In this episode, Fred talks with Clara about just how truthful her TikTok videos are and the ever more relevant role of public relations professionals today as they have to transverse the growing importance of social media.

Featuring:

Clara @colormeloverly on TikTok

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Public Relations in the Age of Social Media with TikTok Satirist ColorMeLoverly Fred Cook, Grayson Wolff, Loki Wu, Matthew Calma, Andrea Hubbard, Spencer Cline, Ron Antonette 00:39:05 Clara, also known on TikTok as ColorMeLoverly, sits down to discuss her satirical public relations takes on current pop culture topics, and what they can tell us about how social media impacts the PR industry. Clara, also known on TikTok as ColorMeLoverly, sits down to discuss her satirical public relations takes on current pop culture topics, and what they can tell us about how social media impacts the PR industry. twitter, communication, social impact, communications, fred cook, apple, buckingham palace hr, colormeloverly, center for public relations, purpose, usc, relevance report, global communications report, funny, audience, pr, spotify, oprah, annenberg, content creation, social media, meghan markle, clara, music industry, public relations, satire, trivia, corporate activism, activism, tiktok, celebrity world, csr, recording artists, elon musk, instagram, corporate social responsibility, brand purpose, corporate world false full 2 4 95e2d33d-efe0-4f38-9629-9a7fe759084e 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 was quick to speak out against the legislation, and ensured drivers that they would cover legal fees and offer additional support if they were caught in trouble for bringing people to access essential health care. Uber followed suit quickly after Lyft’s statement, highlighting how Lyft is setting an example for how to conduct corporate activism. 

Back in October, Fred Cook spoke with Dominic Carr, EVP of Communications & Marketing at Lyft. He joined Lyft just a year and a half ago and has already put the pedal to the metal when it comes to corporate activism. In this episode, Fred and Dominic discuss how a company can act on a broader corporate purpose, and how to do it right.  

Featuring:

Dominic Carr, EVP of Communication & Marketing at Lyft

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 31 Jan 2023 11:00:00 +0000 usccpr@usc.edu (Kate Adams, Loki Wu, Spencer Cline, Camryn Wilneff, Grayson Wolff, Ron Antonette) https://prfuture.simplecast.com/episodes/prfuture-dominic-carr-AysEOIK_ 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 offer additional support if they were caught in trouble for bringing people to access essential health care. Uber followed suit quickly after Lyft’s statement, highlighting how Lyft is setting an example for how to conduct corporate activism. 

Back in October, Fred Cook spoke with Dominic Carr, EVP of Communications & Marketing at Lyft. He joined Lyft just a year and a half ago and has already put the pedal to the metal when it comes to corporate activism. In this episode, Fred and Dominic discuss how a company can act on a broader corporate purpose, and how to do it right.  

Featuring:

Dominic Carr, EVP of Communication & Marketing at Lyft

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Driving Corporate Activism with Lyft's Dominic Carr Kate Adams, Loki Wu, Spencer Cline, Camryn Wilneff, Grayson Wolff, Ron Antonette 00:26:32 Dominic Carr, EVP of Communications & Marketing at Lyft, discusses how the company is driving the narrative of corporate activism with strategic communications and marketing on this week's episode of #PRFuture. Dominic Carr, EVP of Communications & Marketing at Lyft, discusses how the company is driving the narrative of corporate activism with strategic communications and marketing on this week's episode of #PRFuture. lyft, social impact, communications, fred cook, dominic carr, center for public relations, purpose, usc, ride share, annenberg, social media, public relations, corporate activism, usc annenberg, activism, csr, wellness, corporate social responsibility, brand purpose false full 1 4 f31d2e14-7ed7-43c9-b265-da0839830f5f 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 of communications and policy, Patagonia
  •  Dominic Carr, vice president, communications, Lyft
  •  Elyse Cohen, vice president, social impact and inclusion, Rare Beauty
  •  Sean Greenwood, director of PR and communications, Ben & Jerry’s

The discussion followed the release of our 2022 Global Communication Report on the topic, which can be found at annenberg.usc.edu/gcr. You can find the full video replay, including Fred Cook's presentation and student Q&A on our YouTube channel — bit.ly/USCCPR_YouTube.  

We'll be back after our summer break with a new season of conversations about our industry, or sooner if news warrants. And congratulations to our founding producer, ZaZu Lippert, on graduating with honors from USC this week! Follow her at zazulippert.wordpress.com.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Fri, 13 May 2022 11:00:00 +0000 usccpr@usc.edu (Fred Cook, K. Corley Kenna, Willow Bay, Sean Greenwood, Elyse Cohen, Dominic Carr) https://prfuture.simplecast.com/episodes/the-future-of-corporate-activism-65aumsIK 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, vice president, social impact and inclusion, Rare Beauty
  •  Sean Greenwood, director of PR and communications, Ben & Jerry’s

The discussion followed the release of our 2022 Global Communication Report on the topic, which can be found at annenberg.usc.edu/gcr. You can find the full video replay, including Fred Cook's presentation and student Q&A on our YouTube channel — bit.ly/USCCPR_YouTube.  

We'll be back after our summer break with a new season of conversations about our industry, or sooner if news warrants. And congratulations to our founding producer, ZaZu Lippert, on graduating with honors from USC this week! Follow her at zazulippert.wordpress.com.

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> The Future of Corporate Activism Fred Cook, K. Corley Kenna, Willow Bay, Sean Greenwood, Elyse Cohen, Dominic Carr 00:48:13 This end of semester episode is a discussion about “The Future of Corporate Activism ” as seen through the lenses of communication leaders at four companies very active in communicating about and supporting social justice issues: Patagonia, Ben & Jerry's, Lyft and Rare Beauty. It was recorded live at USC Annenberg, and moderated by Dean Willow Bay. This end of semester episode is a discussion about “The Future of Corporate Activism ” as seen through the lenses of communication leaders at four companies very active in communicating about and supporting social justice issues: Patagonia, Ben & Jerry's, Lyft and Rare Beauty. It was recorded live at USC Annenberg, and moderated by Dean Willow Bay. ben and jerry's, lyft, rare beauty, corporate communications, fred cook, center for public relations, usc, pr industry, selena gomez, patagonia, public relations, willow bay, activism false bonus 4 d6da43ee-a40c-456b-9cbe-360524f536c1 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, incorporating social responsibility and community impact into the products and everyday practices of a beauty brand was uncharted territory. Enter Elyse Cohen, Vice President of Social Impact & Inclusion at Rare Beauty. Cohen has championed social impact efforts at even more companies and organizations, most notably working with former First Lady Michelle Obama as the deputy director of the national “Let’s Move!” campaign. And in her time thus far at Rare Beauty, she has helped create the mold for what a purpose-driven beauty brand looks like.

In this episode, Elyse and Fred discuss how Rare Beauty has reached its vision of spreading self-love and mental health resources for all in the age of social media and unrealistic beauty standards. From partnering with an array of mental health nonprofits to donating over $1.2 million in proceeds through the Rare Impact Fund, Elyse describes how Rare Beauty’s everyday operations put social engagement at the forefront of its brand.

 

Featuring:

Elyse Cohen (@ElyseCohen), VP of Social Impact & Inclusion at Rare Beauty

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Fri, 19 Nov 2021 11:00:00 +0000 usccpr@usc.edu (ZaZu Lippert, Ron Antonette, Navarro Peck, Fred Cook, Kiahna White-Alcain, Adrian Finer, Jonathan Chavez) https://prfuture.simplecast.com/episodes/building-with-impact-elyse-cohen-of-rare-beauty-rwLaeJMf 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 beauty brand was uncharted territory. Enter Elyse Cohen, Vice President of Social Impact & Inclusion at Rare Beauty. Cohen has championed social impact efforts at even more companies and organizations, most notably working with former First Lady Michelle Obama as the deputy director of the national “Let’s Move!” campaign. And in her time thus far at Rare Beauty, she has helped create the mold for what a purpose-driven beauty brand looks like.

In this episode, Elyse and Fred discuss how Rare Beauty has reached its vision of spreading self-love and mental health resources for all in the age of social media and unrealistic beauty standards. From partnering with an array of mental health nonprofits to donating over $1.2 million in proceeds through the Rare Impact Fund, Elyse describes how Rare Beauty’s everyday operations put social engagement at the forefront of its brand.

 

Featuring:

Elyse Cohen (@ElyseCohen), VP of Social Impact & Inclusion at Rare Beauty

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Building With Purpose: Elyse Cohen of Rare Beauty ZaZu Lippert, Ron Antonette, Navarro Peck, Fred Cook, Kiahna White-Alcain, Adrian Finer, Jonathan Chavez 00:29:26 VP of Social Impact and Inclusion at Rare Beauty Elyse Cohen gives us a behind-the-scenes look into building the brand with purpose. Cohen explains the authentic roots of Rare Beauty’s initiatives to spread mental health resources as well as how she works with celebrity founder Selena Gomez to drive Rare Beauty’s social impact, and offers tips for startups on building purpose into their organization from the beginning to create a pioneering, socially engaged beauty brand. VP of Social Impact and Inclusion at Rare Beauty Elyse Cohen gives us a behind-the-scenes look into building the brand with purpose. Cohen explains the authentic roots of Rare Beauty’s initiatives to spread mental health resources as well as how she works with celebrity founder Selena Gomez to drive Rare Beauty’s social impact, and offers tips for startups on building purpose into their organization from the beginning to create a pioneering, socially engaged beauty brand. rare beauty, social impact, mental health, communications, fred cook, beauty, usc, health, social media, elyse cohen, selena gomez, public relations, usc annenberg, csr, wellness, corporate social responsibility, brand purpose false full 3 3 8a1762a7-a040-45bb-9b7c-0f12ecf0d584 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 analysis work, today, it is created by a team of professional analysts who are politically balanced, and who review media sources every day. Despite the state of today’s polarized media landscape, Otero remains an optimist. She believes that we can all learn how to safely navigate our current media environment and reduce polarization — as long as we take purposeful steps to become more media literate. Brands, Otero says, have an undeniable role to play in increasing media literacy, and the Media Bias Chart and other tools can help.

In this episode, Vanessa and Fred discuss ways that communications professionals can combat polarization and how the current media landscape influences our profession. Vanessa also provides tips on how we can all cultivate a healthier “news diet,” filled with unbiased facts. 

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.

Featuring: 

Vanessa Otero (@vlotero), CEO and Founder of Ad Fontes Media

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Fri, 22 Oct 2021 10:00:00 +0000 usccpr@usc.edu (ZaZu Lippert, Ron Antonette, Fred Cook, Navarro Peck, Jonathan Chavez, Kiahna White-Alcain, Adrian Finer) https://prfuture.simplecast.com/episodes/combating-media-bias-with-vanessa-otero-of-ad-fontes-media-9ZJpVaxP 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 who review media sources every day. Despite the state of today’s polarized media landscape, Otero remains an optimist. She believes that we can all learn how to safely navigate our current media environment and reduce polarization — as long as we take purposeful steps to become more media literate. Brands, Otero says, have an undeniable role to play in increasing media literacy, and the Media Bias Chart and other tools can help.

In this episode, Vanessa and Fred discuss ways that communications professionals can combat polarization and how the current media landscape influences our profession. Vanessa also provides tips on how we can all cultivate a healthier “news diet,” filled with unbiased facts. 

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.

Featuring: 

Vanessa Otero (@vlotero), CEO and Founder of Ad Fontes Media

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Combating Media Bias with Vanessa Otero of Ad Fontes Media ZaZu Lippert, Ron Antonette, Fred Cook, Navarro Peck, Jonathan Chavez, Kiahna White-Alcain, Adrian Finer 00:32:46 CEO and Founder of Ad Fontes Media Vanessa Otero discusses the origins and growth of the Media Bias Chart, and the polarized media landscape we find ourselves in today. Otero offers advice to public relations professionals and news consumers on navigating today’s landscape and cultivating a healthy “news diet.” CEO and Founder of Ad Fontes Media Vanessa Otero discusses the origins and growth of the Media Bias Chart, and the polarized media landscape we find ourselves in today. Otero offers advice to public relations professionals and news consumers on navigating today’s landscape and cultivating a healthy “news diet.” communications, media bias, purpose, ad fontes media, social media, media, public relations, polarization, journalism, government, polarization index, politics, #prfuture, business false full 2 3 b400b270-ce71-403a-8117-eefd5fb562c7 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 the Center for Public Relations analyzed almost 300 purpose campaigns in early 2020 to create just such a map. Our associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, who led this research and the resulting study entitled “Trends and Best Practices in Brand Purpose Communications,” share some insights from their work for practitioners in this episode of #PRFuture. Tune in to hear Fred, Burghardt and Julia discuss everything from using your organization’s channels to make change to the future of purpose-driven communications in the global landscape. 

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.

 

Featuring: 

Burghardt Tenderich (@btenderich), Associate Director of the USC Center for Public Relations, USC Annenberg Professor

Julia Kiefaber, Director of Strategic Planning at Weber Shandwick, Industry Fellow at the USC Center for Public Relations 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 19 Aug 2021 10:00:00 +0000 usccpr@usc.edu (Navarro Peck, Fred Cook, ZaZu Lippert, Ron Antonette) https://prfuture.simplecast.com/episodes/brand-purpose-best-practices-with-burghardt-tenderich-and-julia-kiefaber-A_HzR0hB 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 map. Our associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, who led this research and the resulting study entitled “Trends and Best Practices in Brand Purpose Communications,” share some insights from their work for practitioners in this episode of #PRFuture. Tune in to hear Fred, Burghardt and Julia discuss everything from using your organization’s channels to make change to the future of purpose-driven communications in the global landscape. 

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.

 

Featuring: 

Burghardt Tenderich (@btenderich), Associate Director of the USC Center for Public Relations, USC Annenberg Professor

Julia Kiefaber, Director of Strategic Planning at Weber Shandwick, Industry Fellow at the USC Center for Public Relations 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Brand Purpose Best Practices with Burghardt Tenderich and Julia Kiefaber Navarro Peck, Fred Cook, ZaZu Lippert, Ron Antonette 00:34:23 Center for Public Relations associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, co-authors of the study “Trends and Best Practices in Brand Purpose Communication,” discuss their top tips for creating authentic, impactful purpose campaigns, how to use your interactive channels to make change and purpose in the global landscape. Center for Public Relations associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, co-authors of the study “Trends and Best Practices in Brand Purpose Communication,” discuss their top tips for creating authentic, impactful purpose campaigns, how to use your interactive channels to make change and purpose in the global landscape. new activism, communications, purpose, authenticity, public relations, brand partnerships, #prfuture, brand purpose false full 1 3 cd14b462-0b65-4954-a6cc-f84d56d8f92e 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 that communications professionals have a significant role to play in creating it. How we work, why we create the content and campaigns that we do and who we stand up for will all play a role in the formation of our new normal.

 

In this special season finale episode, Fred and ZaZu bring together what they’ve learned from prominent communicators, political researchers and journalists this season in the context of the 2021 Global Communication Report. ZaZu and Fred will review some of the best advice they’ve received from our guests on everything from diversifying the workplace and leading with purpose to navigating the complex social media landscape and communicating effectively in a polarized nation.

 

This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report.

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.

 

Featuring:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Guest Host:

ZaZu Lippert (@zazu_lippert), Noemi Pollack Scholar, USC Warren Bennis Scholar, B.A. in Public Relations, USC ‘22. Executive Producer of the #PRFuture podcast, co-author of “Trends and Best Practices in Brand Purpose Communication.”

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 29 Jul 2021 10:00:00 +0000 usccpr@usc.edu (Fred Cook, Navarro Peck, Ron Antonette, ZaZu Lippert) https://prfuture.simplecast.com/episodes/season-2-wrap-up-fred-cook-on-politics-polarization-and-purpose-UXk1hwnk 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 create the content and campaigns that we do and who we stand up for will all play a role in the formation of our new normal.

 

In this special season finale episode, Fred and ZaZu bring together what they’ve learned from prominent communicators, political researchers and journalists this season in the context of the 2021 Global Communication Report. ZaZu and Fred will review some of the best advice they’ve received from our guests on everything from diversifying the workplace and leading with purpose to navigating the complex social media landscape and communicating effectively in a polarized nation.

 

This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report.

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.

 

Featuring:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Guest Host:

ZaZu Lippert (@zazu_lippert), Noemi Pollack Scholar, USC Warren Bennis Scholar, B.A. in Public Relations, USC ‘22. Executive Producer of the #PRFuture podcast, co-author of “Trends and Best Practices in Brand Purpose Communication.”

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Season 2 Wrap-Up: Fred Cook on Politics, Polarization and Purpose Fred Cook, Navarro Peck, Ron Antonette, ZaZu Lippert 00:36:52 Guest host and executive producer ZaZu Lippert sits down with our regular host, Chairman Emeritus of Golin and Director of the USC Center for Public Relations Fred Cook, to discuss what he’s learned from this season’s guests and the 2021 Global Communication Report research. ZaZu and Fred dive deep into the findings from our surveys of journalists, PR professionals and the American public, discuss some strategies for combating polarization and talk about some new projects and tools from the center that can help businesses take an informed stance on prominent social issues. Guest host and executive producer ZaZu Lippert sits down with our regular host, Chairman Emeritus of Golin and Director of the USC Center for Public Relations Fred Cook, to discuss what he’s learned from this season’s guests and the 2021 Global Communication Report research. ZaZu and Fred dive deep into the findings from our surveys of journalists, PR professionals and the American public, discuss some strategies for combating polarization and talk about some new projects and tools from the center that can help businesses take an informed stance on prominent social issues. unity, truth decay, communications, purpose, social media, media, public relations, polarization, journalism, government, polarization index, politics, #prfuture, business false full 10 2 06ab480e-55f3-4409-872e-32555dfe639b 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 and opinion contributing to the shift away from data: increasing disagreement around facts and data, the blurring of the lines between the two, increased influence of opinion and commentary and declining trust in key institutions.

In this episode, Fred and Jennifer discuss where these trends stem from and how they’re contributing to our current national landscape. Jennifer also proposes some potential strategies for combating truth decay, including how businesspeople and scholars can uniquely respond to this national issue. 

This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. 

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8

 

Featuring:

Jennifer Kavanagh (@jekavanagh), Director of Strategy, Doctrine, and Resources Program at RAND Arroyo Center. Senior Political Scientist and Professor, Pardee RAND Graduate School

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Click here to subscribe to our newsletter 

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 24 Jun 2021 10:00:00 +0000 usccpr@usc.edu (Fred Cook, Navarro Peck, Ron Antonette, ZaZu Lippert) https://prfuture.simplecast.com/episodes/truth-decay-discussing-disinformation-polarization-and-data-with-jennifer-kavanagh-67JKubrE 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 blurring of the lines between the two, increased influence of opinion and commentary and declining trust in key institutions.

In this episode, Fred and Jennifer discuss where these trends stem from and how they’re contributing to our current national landscape. Jennifer also proposes some potential strategies for combating truth decay, including how businesspeople and scholars can uniquely respond to this national issue. 

This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. 

For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8

 

Featuring:

Jennifer Kavanagh (@jekavanagh), Director of Strategy, Doctrine, and Resources Program at RAND Arroyo Center. Senior Political Scientist and Professor, Pardee RAND Graduate School

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Click here to subscribe to our newsletter 

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Truth Decay: Discussing Disinformation, Polarization and Data with Jennifer Kavanagh Fred Cook, Navarro Peck, Ron Antonette, ZaZu Lippert 00:26:36 Senior political scientist at the RAND Corporation Jennifer Kavanagh discusses “truth decay” — a term she coined with co-author and RAND CEO Michael D. Rich in “Truth Decay: An Initial Exploration of the Diminishing Role of Facts and Analysis in American Public Life” — and what we can do to combat it as communication professionals, scholars and businesspeople. This episode is part of our series reviewing the findings of the 2021 Global Communication Report. Senior political scientist at the RAND Corporation Jennifer Kavanagh discusses “truth decay” — a term she coined with co-author and RAND CEO Michael D. Rich in “Truth Decay: An Initial Exploration of the Diminishing Role of Facts and Analysis in American Public Life” — and what we can do to combat it as communication professionals, scholars and businesspeople. This episode is part of our series reviewing the findings of the 2021 Global Communication Report. unity, truth decay, communications, purpose, social media, fake news, media, disinformation, public relations, polarization, journalism, government, politics, #prfuture, business, data true full 9 2 b54bb32e-2978-4a37-9b9c-449f47810489 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 return to a place of good conflict. 

In this episode, Fred and Amanda discuss some of the ways that corporate communications are impacted by high conflict and might play a role in supporting the return to good conflict, as well as how we can best communicate the facts to our audiences in a time when people find it increasingly difficult to agree on what the facts even are.

This discussion is part of our series on the 2021 Global Communication Report on public relations, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. 

For more, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8

 

Featuring:

Amanda Ripley (@amandaripley), New York Times Bestselling Author and journalist 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global public relations firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Key Words:

Public relations, polarization, politics, media, election, business, government, purpose, communications, unity, #PRFuture, high conflict, journalism, good conflict

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 15 Apr 2021 10:00:00 +0000 usccpr@usc.edu (ZaZu Lippert, Fred Cook, Sara Lattman, Navarro Peck, Ron Antonette, Anthony Baca) https://prfuture.simplecast.com/episodes/high-conflict-understanding-polarization-with-bestselling-author-amanda-ripley-CJqptxZS 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 communications are impacted by high conflict and might play a role in supporting the return to good conflict, as well as how we can best communicate the facts to our audiences in a time when people find it increasingly difficult to agree on what the facts even are.

This discussion is part of our series on the 2021 Global Communication Report on public relations, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. 

For more, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8

 

Featuring:

Amanda Ripley (@amandaripley), New York Times Bestselling Author and journalist 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global public relations firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Key Words:

Public relations, polarization, politics, media, election, business, government, purpose, communications, unity, #PRFuture, high conflict, journalism, good conflict

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> High Conflict: Understanding Polarization with Bestselling Author Amanda Ripley ZaZu Lippert, Fred Cook, Sara Lattman, Navarro Peck, Ron Antonette, Anthony Baca 00:39:39 New York Times Bestselling author and journalist Amanda Ripley discusses some of the findings from her new book, “High Conflict: Why We Get Trapped and How We Get Out” in the context of our research from the 2021 Global Communication Report about public relations, and poses some starting points for how we might break the cycle of “high conflict” in America and return to “good conflict.” New York Times Bestselling author and journalist Amanda Ripley discusses some of the findings from her new book, “High Conflict: Why We Get Trapped and How We Get Out” in the context of our research from the 2021 Global Communication Report about public relations, and poses some starting points for how we might break the cycle of “high conflict” in America and return to “good conflict.” unity, high conflict, communications, good conflict, purpose, media, public relations, polarization, journalism, government, publicrelations, politics, #prfuture, election, business false full 8 2 67d890d5-9b93-4674-9977-f9e3a72c2765 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 conversations. Her dinner series, “Looking for America,” aims to bring people together across the political divide to have frank conversations about politics and try and find common ground. 

In this episode, Fred and Philippa discuss the current state of polarization nationwide, trends in political conversation that Philippa has identified through her work and how we might be able to help bridge the great political divide as communications professionals.

This discussion is part of our series previewing the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report.

 

Featuring: Philippa Hughes (@philippahughes_), Social Sculptor 

 

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 1 Apr 2021 10:00:00 +0000 usccpr@usc.edu (Ron Antonette, ZaZu Lippert, Navarro Peck, Sara Lattman, Anthony Baca) https://prfuture.simplecast.com/episodes/dinner-discussions-and-democracy-breaking-through-polarization-with-philippa-hughes-bW0bw8lo 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 to have frank conversations about politics and try and find common ground. 

In this episode, Fred and Philippa discuss the current state of polarization nationwide, trends in political conversation that Philippa has identified through her work and how we might be able to help bridge the great political divide as communications professionals.

This discussion is part of our series previewing the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report.

 

Featuring: Philippa Hughes (@philippahughes_), Social Sculptor 

 

Host: Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Dinner Discussions and Democracy: Breaking Through Polarization with Philippa Hughes Ron Antonette, ZaZu Lippert, Navarro Peck, Sara Lattman, Anthony Baca 00:34:09 Social sculptor Philippa Hughes has been hosting dinners with Democrats and Republicans to discuss politics and break through polarization at a grassroots level since 2016. In this episode, Philippa discusses what she’s learned through her experiences and research, and how we can start to have meaningful discussions around polarizing topics in our communities and as communications professionals. Social sculptor Philippa Hughes has been hosting dinners with Democrats and Republicans to discuss politics and break through polarization at a grassroots level since 2016. In this episode, Philippa discusses what she’s learned through her experiences and research, and how we can start to have meaningful discussions around polarizing topics in our communities and as communications professionals. unity, biden administration, communications, purpose, media, public relations, polarization, government, politics, #prfuture, election, business false full 7 2 31c49951-9742-4516-8c77-070520113460 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 polarization who spent 12 years reporting in Washington, about the future of polarization. 


In this episode, Fred and Christina discuss how we can combat some concerning predictions for the future indicating an increase in fake news and conspiracy theories, how journalists and PR pros can work together to promote the return of honest communication, and ways we might be able to turn hope for the future as we navigate this pandemic into decisive action for change. 

This discussion is part of our series previewing the 2021 Global Communication Report, coming soon. View the preliminary results at https://center4pr.medium.com/usc-annenberg-study-finds-polarization-of-america-will-likely-increase-despite-calls-for-national-49c02ebb623f

Featuring:

Christina Bellantoni (@cbellantoni), Director of USC Annenberg Media Center and former L.A. Times editor, D.C. reporter

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 25 Feb 2021 11:00:00 +0000 usccpr@usc.edu (Christina Bellatoni, Fred Cook) https://prfuture.simplecast.com/episodes/the-polarization-problem-media-perspectives-on-bridging-the-divide-with-christina-bellantoni-86A_xH6y 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, Fred and Christina discuss how we can combat some concerning predictions for the future indicating an increase in fake news and conspiracy theories, how journalists and PR pros can work together to promote the return of honest communication, and ways we might be able to turn hope for the future as we navigate this pandemic into decisive action for change. 

This discussion is part of our series previewing the 2021 Global Communication Report, coming soon. View the preliminary results at https://center4pr.medium.com/usc-annenberg-study-finds-polarization-of-america-will-likely-increase-despite-calls-for-national-49c02ebb623f

Featuring:

Christina Bellantoni (@cbellantoni), Director of USC Annenberg Media Center and former L.A. Times editor, D.C. reporter

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> The Polarization Problem: Media Perspectives on Bridging the Divide with Christina Bellantoni Christina Bellatoni, Fred Cook 00:30:05 Director of the USC Annenberg Media Center and former L.A. Times politics editor Christina Bellantoni discusses the evolution of polarization in the nation, and how we might be able to remedy it, starting with investing in local news and forming coalitions with communications professionals in business, government and media. Director of the USC Annenberg Media Center and former L.A. Times politics editor Christina Bellantoni discusses the evolution of polarization in the nation, and how we might be able to remedy it, starting with investing in local news and forming coalitions with communications professionals in business, government and media. unity, christina bellantoni, biden administration, communications, purpose, usc, news, media, public relations, polarization, government, politics, #prfuture, business false full 6 2 1d67c7ae-df8c-43ef-b800-22b2dffd1c7f 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 tackled various aspects of the future of our industry in their essays for the 2021 Relevance Report to discuss the habits of their generation and where they think the communications industry is headed. 

Adrine Keosian, Melvin Dilanchian and ZaZuLippert offer insights into which channels are the best to reach young people through, the emerging focus on purpose-driven communications and its importance and what young people expect from brands in the future. 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.

Featuring:

Adrine Keosian, M.A. in Strategic Public Relations and Advertising, USC ‘21

Melvin Dilanchian, M.A. in Strategic Public Relations and Advertising, USC ‘21

ZaZu Lippert, B.A. in Public Relations, USC ‘22

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Sun, 7 Feb 2021 11:00:00 +0000 usccpr@usc.edu (Ron Antonette, ZaZu Lippert, Sara Lattman, Navarro Peck, Michael Bronstein, Fred Cook, Anthony Baca) https://prfuture.simplecast.com/episodes/a-conversation-with-nextgen-pr-practitioners-7FwpYbL1 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 discuss the habits of their generation and where they think the communications industry is headed. 

Adrine Keosian, Melvin Dilanchian and ZaZuLippert offer insights into which channels are the best to reach young people through, the emerging focus on purpose-driven communications and its importance and what young people expect from brands in the future. 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.

Featuring:

Adrine Keosian, M.A. in Strategic Public Relations and Advertising, USC ‘21

Melvin Dilanchian, M.A. in Strategic Public Relations and Advertising, USC ‘21

ZaZu Lippert, B.A. in Public Relations, USC ‘22

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> A Conversation with NextGen PR Practitioners Ron Antonette, ZaZu Lippert, Sara Lattman, Navarro Peck, Michael Bronstein, Fred Cook, Anthony Baca 00:29:36 As we wrap up our review of the 2021 Relevance Report, Fred Cook talks with our student contributors, USC Annenberg students Adrine Keosian, Melvin Dilanchian and ZaZu Lippert to get a pulse on the Millennial and Gen Z market, and where they think the PR industry is headed. As we wrap up our review of the 2021 Relevance Report, Fred Cook talks with our student contributors, USC Annenberg students Adrine Keosian, Melvin Dilanchian and ZaZu Lippert to get a pulse on the Millennial and Gen Z market, and where they think the PR industry is headed. black lives matter, museums, content creation, 2021 relevance report, gen z, blm, millennials, usc annenberg, #prfuture, interactive content, humor false full 5 2 97cf9ed8-67cf-4d63-a165-55513382818d 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 activism, polarization, diversity and inclusion and more. 

As they dive into predictions including increased political polarization, an increase in activist expectations of business involvement in social causes and a largely divided opinion on whether we will experience new unity or increased civil unrest, Dr. Gretzel imparts how we can communicate effectively in these divided states of America, and how it will take the efforts of government, business and media together to unify our country again. 

View the preliminary results at https://center4pr.medium.com/despite-bidens-call-for-national-unity-usc-annenberg-survey-forecasts-increased-polarization-and-3ac413de60b

 

Featuring:

Dr. Ulrike Gretzel (@UlrikeGretzel), Research Fellow at the USC Center for Public Relations 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Wed, 20 Jan 2021 11:00:00 +0000 usccpr@usc.edu (Navarro Peck, Ron Antonette, Sara Lattman, Fred Cook, Michael Bronstein, ZaZu Lippert, Anthony Baca) https://prfuture.simplecast.com/episodes/inauguration-special-communicating-in-the-divided-states-of-america-L_QGUMsb 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 increased political polarization, an increase in activist expectations of business involvement in social causes and a largely divided opinion on whether we will experience new unity or increased civil unrest, Dr. Gretzel imparts how we can communicate effectively in these divided states of America, and how it will take the efforts of government, business and media together to unify our country again. 

View the preliminary results at https://center4pr.medium.com/despite-bidens-call-for-national-unity-usc-annenberg-survey-forecasts-increased-polarization-and-3ac413de60b

 

Featuring:

Dr. Ulrike Gretzel (@UlrikeGretzel), Research Fellow at the USC Center for Public Relations 

 

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Inauguration Special: Communicating in the Divided States of America Navarro Peck, Ron Antonette, Sara Lattman, Fred Cook, Michael Bronstein, ZaZu Lippert, Anthony Baca 00:17:30 In this Inauguration Day special episode, Fred Cook discusses the preliminary results of the Center for Public Relations’ Global Communication Survey with our senior research fellow, Dr. Ulrike Gretzel. These findings reveal important information about the future of activism, political polarization and purpose under the Biden administration and their impacts on our industry. In this Inauguration Day special episode, Fred Cook discusses the preliminary results of the Center for Public Relations’ Global Communication Survey with our senior research fellow, Dr. Ulrike Gretzel. These findings reveal important information about the future of activism, political polarization and purpose under the Biden administration and their impacts on our industry. biden administration, global communication report, communications, purpose, global communication survey, media, public relations, polarization, government, politics, activism, diversity, #prfuture, business, 2021 presidential inauguration false full 4 2 e4b55d4c-9c67-4b7d-8467-9d3c9ba986e0 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 represented and feels comfortable speaking their mind.

In this episode, our guests Bill Imada, chairman of IW Group, Julia Wilson, CEO of Wilson Global Communications and Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA, discuss ways that agencies and corporations can improve their diversity efforts and in turn, find greater success. They also offer their predictions on the impact of the 2020 presidential election.

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.

Note: This episode was recorded in December 2020. 

Featuring:

Bill Imada, chairman of IW Group (@IWGroup)

Julia Wilson, CEO and founder of Wilson Global Communications (@wilsonglobalcom)

Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA (@IPGDXTRA)

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 11 Jan 2021 11:00:00 +0000 usccpr@usc.edu (Michael Bronstein, Ron Antonette, Anthony Baca, Sara Lattman, Navarro Peck, ZaZu Lippert, Fred Cook) https://prfuture.simplecast.com/episodes/the-time-is-now-diversity-equity-and-inclusion-in-2021-o_HLTeDc 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 IW Group, Julia Wilson, CEO of Wilson Global Communications and Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA, discuss ways that agencies and corporations can improve their diversity efforts and in turn, find greater success. They also offer their predictions on the impact of the 2020 presidential election.

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.

Note: This episode was recorded in December 2020. 

Featuring:

Bill Imada, chairman of IW Group (@IWGroup)

Julia Wilson, CEO and founder of Wilson Global Communications (@wilsonglobalcom)

Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA (@IPGDXTRA)

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> The Time is Now: Diversity, Equity and Inclusion in 2021 Michael Bronstein, Ron Antonette, Anthony Baca, Sara Lattman, Navarro Peck, ZaZu Lippert, Fred Cook 00:35:53 Leading experts in diversity, equity and inclusion Bill Imada, chairman of IW Group, Julia Wilson, CEO of Wilson Global Communications and Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA, provide insight into the impact of the Black Lives Matter movement on our industry, and explain ways that we can improve equity and inclusion. This discussion is part of our series reviewing the 2021 Relevance Report, available for free download at annenberg.usc.edu/research/center-public-relations/relevance-report. Leading experts in diversity, equity and inclusion Bill Imada, chairman of IW Group, Julia Wilson, CEO of Wilson Global Communications and Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA, provide insight into the impact of the Black Lives Matter movement on our industry, and explain ways that we can improve equity and inclusion. This discussion is part of our series reviewing the 2021 Relevance Report, available for free download at annenberg.usc.edu/research/center-public-relations/relevance-report. 2020 election, equity, wilson global communications, relevance report 2021, inclusion, iw group, public relations, blm, activism, diversity, #prfuture, golin, black lives matter movement false full 3 2 7250701f-bb60-41c4-b5d3-48f60248dd1b 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 brand activation firm Havas Street, and Maryanne Lataif, senior vice president of corporate communications at AEG, the world’s leading sports and entertainment company, and Jeffrey Cole, director of the USC Annenberg Center for the Digital Future, have been at the forefront of research and crisis response for the pandemic since March. In this episode, they’ll discuss the future of live experiences, provide insight into what our “new normal” may look like in the coming years and look at the potential impacts of the 2020 U.S. presidential election on the future of their industries and the world. 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.

 

Featuring:

Adrienne Cadena, President of Havas Street (@HavasSTREET)

Maryanne Lataif, Senior Vice President of Corporate Communications at AEG (@AEGworldwide)

Jeffrey Cole, Director of the USC Annenberg Center for the Digital Future (@digitalcenter)

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Participate in the 2021 Global Communication Survey through Jan. 1, 2021 here

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Wed, 9 Dec 2020 11:00:00 +0000 usccpr@usc.edu (Navarro Peck, ZaZu Lippert, Fred Cook, Ron Antonette, Sara Lattman, Anthony Baca) https://prfuture.simplecast.com/episodes/live-entertainment-and-experiences-what-brands-need-to-know-in-2021-GrmNuGOG 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 at AEG, the world’s leading sports and entertainment company, and Jeffrey Cole, director of the USC Annenberg Center for the Digital Future, have been at the forefront of research and crisis response for the pandemic since March. In this episode, they’ll discuss the future of live experiences, provide insight into what our “new normal” may look like in the coming years and look at the potential impacts of the 2020 U.S. presidential election on the future of their industries and the world. 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.

 

Featuring:

Adrienne Cadena, President of Havas Street (@HavasSTREET)

Maryanne Lataif, Senior Vice President of Corporate Communications at AEG (@AEGworldwide)

Jeffrey Cole, Director of the USC Annenberg Center for the Digital Future (@digitalcenter)

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Participate in the 2021 Global Communication Survey through Jan. 1, 2021 here

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Live Entertainment and Experiences: What Brands Need to Know in 2021 Navarro Peck, ZaZu Lippert, Fred Cook, Ron Antonette, Sara Lattman, Anthony Baca 00:41:47 Adrienne Cadena, president of brand activation firm Havas Street, Maryanne Lataif, senior vice president of corporate communications at AEG and Jeffrey Cole, director of the USC Annenberg Center for the Digital Future discuss the impacts of COVID-19 on the industry and our lives, and the future of live experiences in 2021. This discussion is part of our series reviewing the 2021 Relevance Report, available for free download at annenberg.usc.edu/research/center-public-relations/relevance-report. Adrienne Cadena, president of brand activation firm Havas Street, Maryanne Lataif, senior vice president of corporate communications at AEG and Jeffrey Cole, director of the USC Annenberg Center for the Digital Future discuss the impacts of COVID-19 on the industry and our lives, and the future of live experiences in 2021. This discussion is part of our series reviewing the 2021 Relevance Report, available for free download at annenberg.usc.edu/research/center-public-relations/relevance-report. employee engagement, live experiences, usc center for the digital future, covid-19, 2021 relevance report, concerts, agency, 2020 presidential election, havas street, #prfuture, aeg, brand purpose false full 2 2 cfcbf9d6-76a0-4267-9d86-6c9d2bba5217 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 like Microsoft and Khan Academy. 

 

Melissa's secret to success? Listening intently to internal voices and connecting everything they do to an organization's innate purpose. In this episode, Melissa will discuss the importance of having a diverse employee base and the increased need for focusing on diversity retention in the communications industry, what it means to find your organization’s purpose, and how to tie it to your campaigns to create authentic content that resonates with your audiences. 

 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/relevance.

 

Featuring:

Melissa Waggener Zorkin (@melissawz), Global CEO and founder of WE Communications

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 29 Oct 2020 10:00:00 +0000 usccpr@usc.edu (ZaZu Lippert, Ron Antonette, Navarro Peck, Michael Bronstein, Sara Lattman, Anthony Baca) https://prfuture.simplecast.com/episodes/melissa-waggener-zorkin-on-finding-your-purpose-and-leading-with-it-eQAzWFJm 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 and connecting everything they do to an organization's innate purpose. In this episode, Melissa will discuss the importance of having a diverse employee base and the increased need for focusing on diversity retention in the communications industry, what it means to find your organization’s purpose, and how to tie it to your campaigns to create authentic content that resonates with your audiences. 

 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/relevance.

 

Featuring:

Melissa Waggener Zorkin (@melissawz), Global CEO and founder of WE Communications

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Melissa Waggener Zorkin on Finding your Purpose — And Leading With It ZaZu Lippert, Ron Antonette, Navarro Peck, Michael Bronstein, Sara Lattman, Anthony Baca 00:23:47 Global CEO and founder of WE Communications Melissa Waggener Zorkin discusses how her agency helps their clients activate with purpose, and how she leads at WE with the voices of her diverse office front-of-mind. This discussion is part of our series reviewing the 2021 Relevance Report, available for free download at annenberg.usc.edu/relevance. Global CEO and founder of WE Communications Melissa Waggener Zorkin discusses how her agency helps their clients activate with purpose, and how she leads at WE with the voices of her diverse office front-of-mind. This discussion is part of our series reviewing the 2021 Relevance Report, available for free download at annenberg.usc.edu/relevance. employee engagement, we communications, prfuture, 2021 relevance report, agency, activism, diversity, brand purpose false full 1 2 86897919-d760-4ce6-8e6f-dc0f15f27da5 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, all pioneers in communication and activism, have laid out what a successful future could look like for our industry in this ever-changing new normal. From earning profits through principles to creating entire corporate departments for activism efforts, we’ll review some of the best practices for engaging with this new generation of activists, and how it can transform your organization. 

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.

  

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/center4pr

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 15 Oct 2020 10:00:00 +0000 usccpr@usc.edu (ZaZu Lippert, Fred Cook, Ron Antonette) https://prfuture.simplecast.com/episodes/season-finale-fred-cook-on-new-activism-DGyJ4YJ3 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 industry in this ever-changing new normal. From earning profits through principles to creating entire corporate departments for activism efforts, we’ll review some of the best practices for engaging with this new generation of activists, and how it can transform your organization. 

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.

  

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/center4pr

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Season 1 Wrap-Up: Fred Cook on New Activism ZaZu Lippert, Fred Cook, Ron Antonette 00:27:08 A lot has changed since we released our Global Communication Report this past April. This week, our host Fred Cook, director of the USC Center for Public Relations and chairman of the global PR firm Golin, reviews the key points learned through talking with prominent activists and communications pros during season one of #PRFuture. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. A lot has changed since we released our Global Communication Report this past April. This week, our host Fred Cook, director of the USC Center for Public Relations and chairman of the global PR firm Golin, reviews the key points learned through talking with prominent activists and communications pros during season one of #PRFuture. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. new activism, ben and jerry's, march for our lives, global communication report, rock the vote, fred cook, usc center for public relations, levi strauss, usc, public relations, procter and gamble false full 10 1 3d45d6cc-3338-4f3b-b2c5-8d31f7a25746 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 vote safely. 

Rock the Vote has always been famous for its partnerships with pop culture icons, including celebrities like Madonna and Lenny Kravitz, who have helped them educate young people on voting rights and the voting process. But beyond their continued work with celebrities including Snoop and Jaren Jackson Jr., the nonpartisan nonprofit forges valuable partnerships with high-profile organizations to spread voting information across a variety of digital channels and reach their younger audience. 

In this episode, Carolyn DeWitt, president and executive director of Rock the Vote, discusses how these partnerships help the organization achieve their goals and make civic engagement more accessible for young voters. She also offers valuable insight into the process of mail-in voting, and how to navigate it in the November election. 

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr .

 

Featuring:

Carolyn DeWitt (@carolyndewitt), President and Executive Director of Rock the Vote.

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Sun, 4 Oct 2020 10:00:00 +0000 usccpr@usc.edu (Sara Lattman, ZaZu Lippert, Ron Antonette, Michael Bronstein, Anthony Baca) https://prfuture.simplecast.com/episodes/carolyn-dewitt-on-brand-partnerships-for-civic-engagement-ojPTuyq5 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, including celebrities like Madonna and Lenny Kravitz, who have helped them educate young people on voting rights and the voting process. But beyond their continued work with celebrities including Snoop and Jaren Jackson Jr., the nonpartisan nonprofit forges valuable partnerships with high-profile organizations to spread voting information across a variety of digital channels and reach their younger audience. 

In this episode, Carolyn DeWitt, president and executive director of Rock the Vote, discusses how these partnerships help the organization achieve their goals and make civic engagement more accessible for young voters. She also offers valuable insight into the process of mail-in voting, and how to navigate it in the November election. 

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr .

 

Featuring:

Carolyn DeWitt (@carolyndewitt), President and Executive Director of Rock the Vote.

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Carolyn DeWitt on Rock the Vote's Brand Partnerships for Civic Engagement Sara Lattman, ZaZu Lippert, Ron Antonette, Michael Bronstein, Anthony Baca 00:29:35 President and executive director of Rock the Vote Carolyn DeWitt discusses how the national nonprofit cultivates successful and mutually-beneficial brand partnerships that mobilize voters nationwide — and offers tips on how to make sure your vote gets counted in November. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. President and executive director of Rock the Vote Carolyn DeWitt discusses how the national nonprofit cultivates successful and mutually-beneficial brand partnerships that mobilize voters nationwide — and offers tips on how to make sure your vote gets counted in November. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. 2020 election, rock the vote, public relations, brand partnerships, activism, ballot, voting, civic engagement false full 9 1 f466cb5e-c625-4c42-83c3-d62fc7942e14 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 support of Black Lives Matter following the killing of George Floyd, which was lauded within the PR industry as one of the most successful corporate statements on racial justice.

In this episode, Christopher discusses how Ben and Jerry’s embeds activism into everything they do, including their ice cream flavors. He provides valuable insights into the importance of forming strong partnerships with activist groups that go beyond philanthropy, how to unlock the potential that all corporations have to play a role in large-scale social change and how to authentically speak out on issues that matter.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at www.annenberg.usc.edu/gcr

 

Featuring:

Christopher Miller (@cmwdc), Head of Global Activism Strategy at Ben and Jerry’s

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Wed, 9 Sep 2020 10:00:26 +0000 usccpr@usc.edu (ZaZu Lippert, Sara Lattman, Ron Antonette, Michael Bronstein, Anthony Baca) https://prfuture.simplecast.com/episodes/christopher-miller-on-ben-and-jerrys-flavor-for-activism-qLhNpDai 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 industry as one of the most successful corporate statements on racial justice.

In this episode, Christopher discusses how Ben and Jerry’s embeds activism into everything they do, including their ice cream flavors. He provides valuable insights into the importance of forming strong partnerships with activist groups that go beyond philanthropy, how to unlock the potential that all corporations have to play a role in large-scale social change and how to authentically speak out on issues that matter.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at www.annenberg.usc.edu/gcr

 

Featuring:

Christopher Miller (@cmwdc), Head of Global Activism Strategy at Ben and Jerry’s

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Christopher Miller on Ben and Jerry’s Flavor for Activism ZaZu Lippert, Sara Lattman, Ron Antonette, Michael Bronstein, Anthony Baca 00:30:05 Christopher Miller, head of global activism strategy at Ben and Jerry’s, discusses how the company’s unique activism department works closely with the communications and marketing teams to help the ice cream company of peace and love embed social missions into their products and campaigns. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at www.annenberg.usc.edu/gcr Christopher Miller, head of global activism strategy at Ben and Jerry’s, discusses how the company’s unique activism department works closely with the communications and marketing teams to help the ice cream company of peace and love embed social missions into their products and campaigns. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at www.annenberg.usc.edu/gcr black lives matter, racial justice, ben and jerry’s, global communications report, activism department, public relations, activism, ice cream false full 8 1 e3b5a2c4-f80f-497b-b104-a051b4a0b8b3 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, Jenkins and Kozinets offer valuable insights into the ways companies can successfully interact with their fans on social issues related to business and promote civic engagement. They also discuss the do’s and don’ts of responding to widespread social activism and offer tips on staying connected with your company’s fandom from the c-suite.

Featuring:

Henry Jenkins (@henryjenkins), Author and Provost Professor of Communication, Journalism and Cinematic Arts, and Robert Kozinets (@Kozinets), Social media marketing researcher and Jayne and Hans Hufschmid Chair of Strategic Public Relations, both of the USC Annenberg School for Communication and Journalism.

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Mon, 17 Aug 2020 10:00:58 +0000 usccpr@usc.edu (Ron Antonette, ZaZu Lippert, Fred Cook) https://prfuture.simplecast.com/episodes/henry-jenkins-and-robert-kozinets-on-fan-activism-U0pqwXIE 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 their fans on social issues related to business and promote civic engagement. They also discuss the do’s and don’ts of responding to widespread social activism and offer tips on staying connected with your company’s fandom from the c-suite.

Featuring:

Henry Jenkins (@henryjenkins), Author and Provost Professor of Communication, Journalism and Cinematic Arts, and Robert Kozinets (@Kozinets), Social media marketing researcher and Jayne and Hans Hufschmid Chair of Strategic Public Relations, both of the USC Annenberg School for Communication and Journalism.

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> USC Annenberg School's Henry Jenkins and Robert Kozinets on Fan Activism Ron Antonette, ZaZu Lippert, Fred Cook 00:35:22 USC professors and fandom and culture experts Henry Jenkins and Robert Kozinets discuss the roots of activism in fan culture, and how companies can spark positive long-lasting change through dialogue with their own corporate fans. Henry reveals that the participatory culture of fandom, where fans debate in online spaces and advocate for change within their favorite entertainment brands, has empowered today’s young people to more actively engage in causes they are passionate about on a global scale. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. USC professors and fandom and culture experts Henry Jenkins and Robert Kozinets discuss the roots of activism in fan culture, and how companies can spark positive long-lasting change through dialogue with their own corporate fans. Henry reveals that the participatory culture of fandom, where fans debate in online spaces and advocate for change within their favorite entertainment brands, has empowered today’s young people to more actively engage in causes they are passionate about on a global scale. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. new activism, black lives matter, fandom, grassroots movements, star trek, public relations, fan activism, star wars, activism, youth activism, csr, harry potter, k-pop false full 7 1 c72f17c5-7991-4227-980d-ff8ca040c2e4 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 corporate world through employee activism, activist partnerships and corporate coalitions. 

In this episode, Kelly discusses the power of listening to employee opinions, emphasizing that many of the company’s most memorable actions in response to social issues have come straight from their employees. She offers valuable insights into how the company builds advocacy into every level of its operation to amplify causes that they care about and form corporate coalitions that lobby for policy changes.

 

Featuring:

Kelly McGinnis (@kellylmcginnis), SVP and CCO of Levi Strauss and Company (@LeviStraussCo).

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 30 Jul 2020 10:00:09 +0000 usccpr@usc.edu (Ron Antonette, Navarro Peck, ZaZu Lippert, Fred Cook) https://prfuture.simplecast.com/episodes/kelly-mcginnis-on-employee-activism-and-earning-profits-through-principles-at-levis-g01fTLSt 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 episode, Kelly discusses the power of listening to employee opinions, emphasizing that many of the company’s most memorable actions in response to social issues have come straight from their employees. She offers valuable insights into how the company builds advocacy into every level of its operation to amplify causes that they care about and form corporate coalitions that lobby for policy changes.

 

Featuring:

Kelly McGinnis (@kellylmcginnis), SVP and CCO of Levi Strauss and Company (@LeviStraussCo).

 

Host:

Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

 

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Kelly McGinnis on Employee Activism and Earning Profits Through Principles at Levi’s Ron Antonette, Navarro Peck, ZaZu Lippert, Fred Cook 00:32:09 Kelly McGinnis, senior vice president and chief communications officer at Levi Strauss and Company, discusses how employee activism plays an essential role in the company’s response to social issues and the formation of meaningful partnerships with activists and other corporations. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. Kelly McGinnis, senior vice president and chief communications officer at Levi Strauss and Company, discusses how employee activism plays an essential role in the company’s response to social issues and the formation of meaningful partnerships with activists and other corporations. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. communication, gun control, fred cook, usc, pr, kelly mcginnis, make time to vote., covid-19, social media, employee activism, public relations, usc annenberg, activism, voting, csr, levis false full 6 1 b16e3e1e-79f4-41a9-9923-18caabdb0682 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 landscape. In July 2020, he was named the most influential person in public relations and business on the PR Week U.S. 2020 Power List, and is the first Black man to top the list in its 14-year history. 

In this episode, Damon discusses how corporations can get involved in activism and advocacy, and the importance of diversity in creating impactful campaigns, emphasizing that doing the right thing for society is always right for business. From PSAs on social distancing practices to new videos and resources in the #TakeOnRace campaign, P&G continues to foster conversations around the pressing issues of today, and demonstrates how corporations can effectively engage with activism on a regular basis.

Featuring: Damon Jones (@damondjones), CCO of Procter and Gamble (@ProcterGamble).

Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 14 Jul 2020 10:00:08 +0000 usccpr@usc.edu (Manuelita Maldonado, Sandra Stanisa, ZaZu Lippert, Navarro Peck, Fred Cook, Ron Antonette) https://prfuture.simplecast.com/episodes/csr-in-the-age-of-new-activism-how-pg-is-changing-the-tide-with-damon-jones-StmJWeeN 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 landscape. In July 2020, he was named the most influential person in public relations and business on the PR Week U.S. 2020 Power List, and is the first Black man to top the list in its 14-year history. 

In this episode, Damon discusses how corporations can get involved in activism and advocacy, and the importance of diversity in creating impactful campaigns, emphasizing that doing the right thing for society is always right for business. From PSAs on social distancing practices to new videos and resources in the #TakeOnRace campaign, P&G continues to foster conversations around the pressing issues of today, and demonstrates how corporations can effectively engage with activism on a regular basis.

Featuring: Damon Jones (@damondjones), CCO of Procter and Gamble (@ProcterGamble).

Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Damon Jones on CSR in the Age of New Activism: How P&G is Changing the Tide Manuelita Maldonado, Sandra Stanisa, ZaZu Lippert, Navarro Peck, Fred Cook, Ron Antonette 00:30:53 Damon Jones, chief communications officer of Procter and Gamble, discusses how corporate advocacy and communication with activist organizations has helped the international corporation make positive changes to its business and to its impact on the environment. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. Damon Jones, chief communications officer of Procter and Gamble, discusses how corporate advocacy and communication with activist organizations has helped the international corporation make positive changes to its business and to its impact on the environment. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. damon jones, communication, p&g, fred cook, usc, pr, #takeonrace, covid-19, climate activism, social media, social media, inclusion, public relations, usc annenberg, activism, diversity, #prfuture, csr, procter and gamble false full 5 1 3e15cc41-586a-48d5-92b1-660f2dfcf4a9 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 is propelling conversations around race, discrimination and social inequity to greater national attention, and how this phenomenon is playing an essential role in the recent resurgence of the #BlackLivesMatter movement. As an equity advisor for Sephora, April also offers valuable insights into how corporations can support the Black community both now and in the future, starting from within. 

Featuring: April Reign (@ReignOfApril)

Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Thu, 25 Jun 2020 04:26:24 +0000 usccpr@usc.edu (Ron Antonette, Navarro Peck, Manuelita Maldonado, Fred Cook, Juan Sebastian Cortes, April Reign, ZaZu Lippert, Sandra Stanisa) https://prfuture.simplecast.com/episodes/racial-justice-and-social-media-activism-piQKF2gu 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 is propelling conversations around race, discrimination and social inequity to greater national attention, and how this phenomenon is playing an essential role in the recent resurgence of the #BlackLivesMatter movement. As an equity advisor for Sephora, April also offers valuable insights into how corporations can support the Black community both now and in the future, starting from within. 

Featuring: April Reign (@ReignOfApril)

Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> April Reign on #OscarsSoWhite, Racial Justice and Social Media Activism Ron Antonette, Navarro Peck, Manuelita Maldonado, Fred Cook, Juan Sebastian Cortes, April Reign, ZaZu Lippert, Sandra Stanisa 00:32:57 Diversity and inclusion advocate and #OscarsSoWhite creator April Reign discusses how powerful social media tools are helping activists transform the conversation around race, representation, and social inequity. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. Diversity and inclusion advocate and #OscarsSoWhite creator April Reign discusses how powerful social media tools are helping activists transform the conversation around race, representation, and social inequity. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, available for free download at annenberg.usc.edu/gcr. communication, racial justice, fred cook, usc, pr, social media, hashtag activism, april reign, inclusion, public relations, usc annenberg, activism, diversity, csr, racial equity, #blacklivesmatter, george floyd false full 4 1 e155f099-6a30-444b-b3d7-3e0d5ca0f317 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 children around the world to join the fight for a better future.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.

Featuring: Jamie Margolin (@Jamie_Margolin), Founder of Zero Hour (@ThisIsZeroHour)

Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 9 Jun 2020 04:31:39 +0000 usccpr@usc.edu (Ron Antonette, Manuelita Maldonado, ZaZu Lippert, Devyn Harrod, Fred Cook, Navarro Peck, Sandra Stanisa, Cathy Park, Juan Sebastian Cortes) https://prfuture.simplecast.com/episodes/leading-youth-to-power-with-jamie-margolin-YRDeUJSn 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 children around the world to join the fight for a better future.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.

Featuring: Jamie Margolin (@Jamie_Margolin), Founder of Zero Hour (@ThisIsZeroHour)

Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Follow us: @Center4PR (Twitter, Facebook and Instagram)

Newsletter: News from the USC Center for Public Relations

Visit our website: https://annenberg.usc.edu/research/center-public-relations

 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Jamie Margolin on Leading Youth to Power: PR and Activism in Zero Hour Ron Antonette, Manuelita Maldonado, ZaZu Lippert, Devyn Harrod, Fred Cook, Navarro Peck, Sandra Stanisa, Cathy Park, Juan Sebastian Cortes 00:19:25 Eighteen-year-old activist Jamie Margolin recounts how the devastating effects of wildfires and hurricanes, alongside with the negligence of elected officials, led her to create Zero Hour: a youth-led movement aiming to create a global sense of urgency around the climate crisis. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. Eighteen-year-old activist Jamie Margolin recounts how the devastating effects of wildfires and hurricanes, alongside with the negligence of elected officials, led her to create Zero Hour: a youth-led movement aiming to create a global sense of urgency around the climate crisis. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. communications, fred cook, usc, zero hour, social media, environment, youth to power, climate change, public relations, usc annenberg, jamie margolin, youth activism, csr false full 3 1 7be8ea36-321e-4007-ba79-9aee7693ae29 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, Brendan discusses why the March For Our Lives organization has expanded its mission to focus on voter registration, how they have formed and maintained successful partnerships with corporations and which public relations tactics continue to be an essential part of their efforts.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 19 May 2020 04:37:12 +0000 usccpr@usc.edu (Navarro Peck, Juan Sebastian Cortes, Manuelita Maldonado, Zazu Lippert, USC Center for Public Relations, Ron Antonette, Devyn Harrod, Sandra Stanisa, Cathy Park, Fred Cook) https://prfuture.simplecast.com/episodes/pr-and-activism-in-march-for-our-lives-part-2-hv26Ck3U 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, Brendan discusses why the March For Our Lives organization has expanded its mission to focus on voter registration, how they have formed and maintained successful partnerships with corporations and which public relations tactics continue to be an essential part of their efforts.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> March For Our Lives (Part II): Brendan Duff on Sparking a National Movement, PR and Youth Activism Navarro Peck, Juan Sebastian Cortes, Manuelita Maldonado, Zazu Lippert, USC Center for Public Relations, Ron Antonette, Devyn Harrod, Sandra Stanisa, Cathy Park, Fred Cook 00:20:38 March For Our Lives co-founder Brendan Duff discusses why the organization has expanded its mission to focus on voter registration, how they have formed and maintained successful partnerships with the corporate world, and which PR tactics continue to be an essential part of their activism efforts. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. March For Our Lives co-founder Brendan Duff discusses why the organization has expanded its mission to focus on voter registration, how they have formed and maintained successful partnerships with the corporate world, and which PR tactics continue to be an essential part of their activism efforts. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. march for our lives, communications, fred cook, brendan duff, usc, pr, public relations, gun violence prevention, usc annenberg, activism, csr false full 2 1 1fbb88c8-2668-4c51-9d8c-4233a5f8e0a7 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 For Our Lives co-founder Brendan Duff recalls how the organization came together, and as the de facto media relations manager, how he used public relations tools early on to bring their messages to a global stage.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> Tue, 19 May 2020 03:57:56 +0000 usccpr@usc.edu (Navarro Peck, Juan Sebastian Cortes, Cathy Park, Zazu Lippert, Sandra Stanisa, Devyn Harrod, Ron Antonette, Brendan Duff, Manuelita Maldonado, Fred Cook, USC Annenberg Center for Public Relations) https://prfuture.simplecast.com/episodes/pr-and-activism-in-march-for-our-lives-3sePE_eH 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 For Our Lives co-founder Brendan Duff recalls how the organization came together, and as the de facto media relations manager, how he used public relations tools early on to bring their messages to a global stage.

This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. 

Production Credits

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

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

Links


Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance

]]> March For Our Lives (Part I): Brendan Duff on Its Founding, PR and Youth Activism Navarro Peck, Juan Sebastian Cortes, Cathy Park, Zazu Lippert, Sandra Stanisa, Devyn Harrod, Ron Antonette, Brendan Duff, Manuelita Maldonado, Fred Cook, USC Annenberg Center for Public Relations 00:21:00 March For Our Lives co-founder Brendan Duff recalls how the organization came together after the shooting at Marjory Stoneman Douglas High School in Parkland, Florida. As the de facto media relations manager, Brendan explains how he used PR tools to bring their messages to a global stage. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. March For Our Lives co-founder Brendan Duff recalls how the organization came together after the shooting at Marjory Stoneman Douglas High School in Parkland, Florida. As the de facto media relations manager, Brendan explains how he used PR tools to bring their messages to a global stage. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. march for our lives, communications, fred cook, brendan duff, usc, pr, media relations, public relations, gun violence prevention, usc annenberg, activism, csr false full 1 1