Podcast · Business
by USC Annenberg Center for Public Relations, Fred Cook, University of Southern California · English · Business
The PR Future podcast from the USC Center for Public Relations (CPR) provides insight into the future of public relations and strategic communication. Student-produced and directed, the podcast originates from the USC Annenberg School for Communication and Journalism and is hosted by CPR Director an
29 Sep 2026 · 21 min
Fred Cook, David Michaelson, Ada Li, and Matt Wang discuss “A Quiet Shift,” a study from the USC Annenberg Center for Public Relations that examines how a more polarized environment is reshaping corporate communication. The report draws on insights from PR professionals around the world, along with perspectives from senior communication leaders, to explore how the profession is adapting to this environment.
S7 · E5 · 15 Apr 2026 · 37 min
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…
S7 · E4 · 1 Dec 2025 · 43 min
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…
S7 · E3 · 24 Nov 2025 · 22 min
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),…
S7 · E2 · 17 Nov 2025 · 26 min
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.
S7 · E1 · 1 Nov 2025 · 32 min
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…
S6 · 9 Jun 2025 · 29 min
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.
S6 · E8 · 3 Jun 2025 · 48 min
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…
S6 · E7 · 21 May 2025 · 37 min
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…
S6 · E6 · 24 Apr 2025 · 57 min
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…
S6 · E5 · 16 Apr 2025 · 37 min
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.
S6 · E4 · 24 Mar 2025 · 45 min
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.
S6 · E3 · 30 Dec 2024 · 41 min
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.
S6 · E2 · 26 Nov 2024 · 34 min
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…
S6 · E1 · 4 Nov 2024 · 36 min
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.
S5 · E2 · 21 Mar 2024 · 27 min
S5 · E1 · 8 Feb 2024 · 37 min
S5 · 8 Dec 2023 · 57 min
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…
S4 · E5 · 16 May 2023 · 26 min
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.
S4 · E4 · 25 Apr 2023 · 40 min
Dive into the issue of mental health in the hybrid workplace and college campuses, exploring challenges and solutions that employers should consider.
S4 · E3 · 4 Apr 2023 · 35 min
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.
S4 · E2 · 21 Feb 2023 · 39 min
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.
S4 · E1 · 31 Jan 2023 · 27 min
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.
S4 · 13 May 2022 · 48 min
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.
S3 · E3 · 19 Nov 2021 · 29 min
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.
S3 · E2 · 22 Oct 2021 · 33 min
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.”
S3 · E1 · 19 Aug 2021 · 34 min
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.
S2 · E10 · 29 Jul 2021 · 37 min
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.
S2 · E9 · 24 Jun 2021 · 27 min
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.
S2 · E8 · 15 Apr 2021 · 40 min
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.”
The PR Future podcast from the USC Center for Public Relations (CPR) provides insight into the future of public relations and strategic communication. Student-produced and directed, the podcast originates from the USC Annenberg School for Communication and Journalism and is hosted by CPR Director an
PR Future, the USC Center for Public Relations Podcast is a English business podcast from USC Annenberg Center for Public Relations, Fred Cook, University of Southern California. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.
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