PR Future, the USC Center for Public Relations Podcast

The Future of PR: Exploring Four Generations in the Workforce


Listen Later

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.

A production of the USC Annenberg Center for Public Relations at the University of Southern California.
Host, Fred Cook
Executive Producer, Ron Antonette
Season 6 Producers, Javiera Contreras, Anahita Mehra, Joe Carreon, Marshall Winfield
Created by ZaZu Lippert
 

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.

...more
View all episodesView all episodes
Download on the App Store

PR Future, the USC Center for Public Relations PodcastBy USC Annenberg Center for Public Relations, Fred Cook, University of Southern California

  • 4.9
  • 4.9
  • 4.9
  • 4.9
  • 4.9

4.9

14 ratings


More shows like PR Future, the USC Center for Public Relations Podcast

View all
WSJ What’s News by The Wall Street Journal

WSJ What’s News

4,346 Listeners

HBR IdeaCast by Harvard Business Review

HBR IdeaCast

177 Listeners

This American Life by This American Life

This American Life

90,819 Listeners

Planet Money by NPR

Planet Money

30,820 Listeners

Freakonomics Radio by Freakonomics Radio + Stitcher

Freakonomics Radio

32,251 Listeners

The Daily by The New York Times

The Daily

111,562 Listeners

Up First from NPR by NPR

Up First from NPR

56,170 Listeners

Worklife with Adam Grant by TED

Worklife with Adam Grant

9,187 Listeners

CNN 5 Things by CNN

CNN 5 Things

1,313 Listeners

The PR Breakdown with Molly McPherson by www.mollymcpherson.com

The PR Breakdown with Molly McPherson

209 Listeners

No Stupid Questions by Freakonomics Radio + Stitcher

No Stupid Questions

3,678 Listeners

Stories and Strategies with Curzon Public Relations by Stories and Strategies

Stories and Strategies with Curzon Public Relations

13 Listeners

Hard Fork by The New York Times

Hard Fork

5,432 Listeners

The Ezra Klein Show by New York Times Opinion

The Ezra Klein Show

15,174 Listeners

Mixed Signals from Semafor Media by Semafor Podcasts

Mixed Signals from Semafor Media

201 Listeners