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?

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.

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

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.

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

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.

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

As part of USC Annenberg’s PR Futures podcast, Professor Burghardt Tenderich spoke with USC alum and former Annenberg Executive in Residence, Pilaar Terry. Pilaar is currently the Managing partner and COO of POV Agency and the conversation covers her experiences as a founder, client relationships, advice to those starting out and more.

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

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

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

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.

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

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

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

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

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

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.

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

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

 

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