PR Future, the USC Center for Public Relations Podcast

Relevance Report 2025: Sports

Season 7, Episode 1 — "Relevance Report 2025: Sports" As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the industry’s biggest transformations — from AI and media disruption to purpose-driven storytelling. Guests: * Jennifer Stephens-Acree — Founder & CEO, JSA Partners * Kirk Stewart — USC Professor, Former Nike VP of Global Communications * Maryanne Lataif — SVP, Corporate Communications, AEG Host: Fred Cook, Director, USC Center for Public Relations DISCUSSION BREAKDOWN * The Rise of Women’s Sports — 0:02 * Brand Sponsorship and Cultural Momentum — 3:00 * The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00 * College Athletics and NIL Impact — 8:30 * The Transfer Portal and Fan Loyalty — 10:30 * Technology and the Fan Experience — 17:20 * Immersive Storytelling in Live Events — 19:30 * Celebrity Athletes and Media Power — 22:20 * The Future of PR in Sports — 25:40 * Sports as the Great Unifier — 29:10 KEY INSIGHTS 1. Women’s Sports Are Leading a Cultural Shift Jennifer Stephens-Acree spotlights the boom in women’s sports as both a cultural and commercial movement, where authenticity, storytelling, and activism have become the foundation for fan connection and brand relevance. 2. College Athletics Is at a Crossroads Kirk Stewart critiques the financial and ethical complexities of college athletics, from billion-dollar NIL deals to constant roster turnover. His forecast: a new model resembling the NFL, with athletes eventually recognized as employees. 3. Technology Is Reimagining the Fan Experience Maryanne Lataif reveals how AEG is revolutionizing live events with personalization tools, spatial audio, and real-time audience data, turning spectators into participants and deepening emotional connections to teams and artists. 4. PR’s Expanding Role in Sports The panel agrees that communicators are now central to shaping sports narratives — from athlete storytelling to immersive digital fan engagement — as PR bridges data, creativity, and cultural relevance. 5. Sports as a Unifying Force In an era of division, the guests identify sports as one of the last remaining shared spaces that bring people together, a reminder of PR’s power to connect communities through emotion and experience. 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 [https://instagram.com/usccenterforpr]and LinkedIn [https://www.linkedin.com/company/usccenterforpr/].  Follow Fred Cook on LinkedIn [https://www.linkedin.com/in/fredhcook/].  Find all our reports at annenberg.usc.edu/cpr. [https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research] Download the 2025 Relevance Report at  annenberg.usc.edu/relevance [https://annenberg.usc.edu/relevance]

PRWeek Replay: AI Activated Discussion

This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report.  This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured: * Frank X. Shaw, Chief Communications Officer at Microsoft * Melissa Waggener Zorkin, Global CEO of We. Communications * Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices.  * AI's Impact on PR and the Role of Humanity 0:02 * Balancing AI and Humanity in Storytelling 2:31 * Fostering an AI-Ready Culture 5:49 * Challenges and Opportunities in AI Adoption 12:48 * AI in Media Relations and Measurement 16:21 * Preparing the Next Generation of PR Pros 22:17 * The Future of AI in PR 27:34 Key insights include: AI as a Tool, Not a Replacement The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential. Creating an AI-Ready Culture Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams. Education and Skill Development Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions. Practical Applications The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches. Future Outlook The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report." 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 [annenberg.usc.edu/relevance]. 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 [https://instagram.com/usccenterforpr]and LinkedIn [https://www.linkedin.com/company/usccenterforpr/].  Follow Fred Cook on LinkedIn [https://www.linkedin.com/in/fredhcook/].  Find all our reports at annenberg.usc.edu/cpr. [https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research] Download the 2025 Relevance Report at  annenberg.usc.edu/relevance [https://annenberg.usc.edu/relevance]

Mind The Gap: 2025 Global Communication Report Recap

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 [https://annenberg.usc.edu/research/center-public-relations/global-communication-report] To find information about the International Association of Business Communicators (IABC), go to this link [https://www.iabc.com/] 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 [https://instagram.com/usccenterforpr]and LinkedIn [https://www.linkedin.com/company/usccenterforpr/].  Follow Fred Cook on LinkedIn [https://www.linkedin.com/in/fredhcook/].  Find all our reports at annenberg.usc.edu/cpr. [https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research] Download the 2025 Relevance Report at  annenberg.usc.edu/relevance [https://annenberg.usc.edu/relevance]

Life Actually: A No Bullshit Study on the Future Gen Z Wants ft

Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually [https://d1a.com/perspective/genz-life-actually]. The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume. Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication. Moderated by Fred Cook, the conversation addresses key questions, including: In what ways is Gen Z more similar to their parents than expected? How do their views on stability, risk, and tradition split across subgroups? Why does financial anxiety shape so many of their decisions? What should communicators understand about Gen Z’s internal diversity? How can media literacy become a strategic asset in engaging Gen Z? Key Discussion Highlights The report identifies three mindsets within Gen Z: Neo-Traditionalists value stability and lean toward conservative ideals Fluid Pragmatists take a cautious, balanced approach to major life decisions Internet Age Explorers reject conventional paths in favor of experimentation and experience Money as a Central Concern Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning. A New Life Timeline Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven. The Implications for PR Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement. Media Literacy as a Core Competency Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value. Time markers 00:00 — Understanding Gen Z: A New Perspective 06:41 — The Three Cohorts of Gen Z 12:09 — Fluid Pragmatists: The Middle Path 17:37 — Internet Age Explorers: The Experimental Group 25:18 — Navigating the Future of PR with Gen Z 31:21 — Media Literacy and the Information Diet of Gen Z Find the report here: Gen Z: Life, Actually – Day One Agency https://d1a.com/perspective/genz-life-actually 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 [https://instagram.com/usccenterforpr]and LinkedIn [https://www.linkedin.com/company/usccenterforpr/].  Follow Fred Cook on LinkedIn [https://www.linkedin.com/in/fredhcook/].  Find all our reports at annenberg.usc.edu/cpr. [https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research] Download the 2025 Relevance Report at  annenberg.usc.edu/relevance [https://annenberg.usc.edu/relevance]

The Future of PR: Exploring Four Generations in the Workforce

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 [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 [https://urldefense.com/v3/__https://twitter.com/USCCenterforPR__;!!LIr3w8kk_Xxm!v36SdM65rileY_AyhCGYqBxntxkRk1NxwVyWubpugBs6Hjs30EqmnOo5_cIo2eXQmornvF0XmZYILOhm9Q$], Instagram [https://urldefense.com/v3/__https://instagram.com/USCCenterforPR__;!!LIr3w8kk_Xxm!v36SdM65rileY_AyhCGYqBxntxkRk1NxwVyWubpugBs6Hjs30EqmnOo5_cIo2eXQmornvF0XmZY2XJA_2g$], and Facebook [https://urldefense.com/v3/__https://facebook.com/USCCenterforPR__;!!LIr3w8kk_Xxm!v36SdM65rileY_AyhCGYqBxntxkRk1NxwVyWubpugBs6Hjs30EqmnOo5_cIo2eXQmornvF0XmZbGZoyu4A$] Subscribe to our newsletter: News from the USC Center for Public Relations Learn more: https://annenberg.usc.edu/research/center-public-relations [https://annenberg.usc.edu/research/center-public-relations] This episode was recorded live at USC Annenberg. 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 [https://instagram.com/usccenterforpr]and LinkedIn [https://www.linkedin.com/company/usccenterforpr/].  Follow Fred Cook on LinkedIn [https://www.linkedin.com/in/fredhcook/].  Find all our reports at annenberg.usc.edu/cpr. [https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research] Download the 2025 Relevance Report at  annenberg.usc.edu/relevance [https://annenberg.usc.edu/relevance]