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, Emmy Snyder
Social Content: Angelina Tran, Hailey Evans
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