PR Future, the USC Center for Public Relations Podcast

Episoder

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  How GEO is changing the PR Industry 15.04.2026 37min

  The future of search is here, and it's being rewritten by AI. In this episode, host Fred Cook sits down with Michael Sullivan and Lindsey Bastani from We. Communications to unpack the rise of Generative Engine Optimization (GEO), the new frontier that every brand, marketer, and PR agency needs to understand. As AI search engines reshape how people discover information, Michael and Lindsey break down what GEO is, why it's growing so fast, and what it means for the way businesses communicate online. Whether you're a marketing pro, a student, or just curious about where search is headed, this episode is packed with insights you won't want to miss.
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  Inside Hollywood PR: A Conversation with Simon Halls 01.12.2025 43min

  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.
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  Interviewing AI About The Future of PR: A Conversation with Rupert 24.11.2025 22min

  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.
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  Student Voices of The Relevance Report 2025: Sports 17.11.2025 26min

  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.
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  Relevance Report 2025: Sports 01.11.2025 31min

  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.
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  PRWeek Replay: AI Activated Discussion 09.06.2025 28min

  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.
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  Mind The Gap: 2025 Global Communication Report Recap 03.06.2025 47min

  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.
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  Life Actually: A No Bullshit Study on the Future Gen Z Wants ft 21.05.2025 37min

  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.
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  The Future of PR: Exploring Four Generations in the Workforce 24.04.2025 57min

  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.
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  A conversation with Chantelle Darby, Accel's VP of Communications 16.04.2025 36min

  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.
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  2025 USC Annenberg Relevance Report: AI Activated 24.03.2025 44min

  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.
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  The evolving world of PR & Comms, with Pilaar Terry 30.12.2024 40min

  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.
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  AI In Your Workplace, with WE Communication’s Lindsey Bastani and Michael Sullivan 26.11.2024 33min

  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.
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  Strengthening workplace culture through communication, with David Michaelson, PhD 04.11.2024 35min

  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.
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  A Deep Dive into Gen Z's Scrolls with Day One Agency's Josh Rosenberg 21.03.2024 26min
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  Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman 08.02.2024 36min
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  2024 Relevance Report Discussion: Welcome to AI 08.12.2023 57min

  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.
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  How AI is transforming the future of PR and communications 16.05.2023 25min

  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.
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  PR & Its Role in Mental Health Support 25.04.2023 40min

  Dive into the issue of mental health in the hybrid workplace and college campuses, exploring challenges and solutions that employers should consider.
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  Making an Impact: Grubhub, NBCUniversal, and Union Pacific Railroad on Corporate Social Engagement 04.04.2023 35min

  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.