PR Future, the USC Center for Public Relations Podcast

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. 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 [https://annenberg.usc.edu/research/center-public-relations/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 [http://we-worldwide.com/energized-by-ai] USC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research [https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research]   Host: Fred Cook (@fredcook [https://urldefense.com/v3/__https:/protect.checkpoint.com/v2/r01/___https:/*urldefense.com/v3/__https:/*protect.checkpoint.com/v2/r01/___https:/*urldefense.com/v3/__https:/twitter.com/fredcook__;!!LIr3w8kk_Xxm!v07YprNSHniNwaIBJ49-k2T0444FpGnoeS7qdBeI5veieyCJlMoLNJ1j4A8FXaDjFvwdZEfJuMmHrhYBtwD9$___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOjM3OWE4ZTdjYTgyMzY4NTk5ZmU0ZDRjMWE5MTQ3MGY4Ojc6ZThjMjoyYWY1NTE1ZmVlY2JjNGM3Y2Q5MGUwOTk4ZjJlYzE1NzI2MTk4YzhiMTNmZDI0NGZmNjVjODNiZDdiM2VhMTRmOmg6VDpG__;Lw!!LIr3w8kk_Xxm!uhN1NZKHcHGurSwfOpFvC5VFxfM8fORj7yS-MFsJn96GhY5WdwA_hvnng9QmsxmSg96RbJBPlPsLfNzpSZs-RaNm$___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOmRmZGRiMGQ5YWZkNWUxODljOTlkMGVhZTljNTk2MmIyOjc6N2VlNDowMDdhYzBhZTg1MmVhYWU5MmIyNzUxMjZmMWIwNGQ1MTEwMjhhZTQ5MjhkNTZkMzZlZDc2Nzc1NGNjN2RhNDc4Omg6VDpG__;Ly8q!!LIr3w8kk_Xxm!uWJlDfVfxLHsXhINNYCC2jkCjcXzVu7sRY4bFiRGMTAPOc36zNTxjtuhKH30jLPzMaiRANn1kk7YZZRrliNQKKCb$]), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Executive Producer: Ron Antonette Producers: Marshall Winfield and Isadora Binder-Helenchilde  Follow us: @USCCenterforPR [https://urldefense.com/v3/__https:/protect.checkpoint.com/v2/r01/___https:/*urldefense.com/v3/__https:/*protect.checkpoint.com/v2/r01/___https:/*urldefense.com/v3/__https:/twitter.com/USCCenterforPR__;!!LIr3w8kk_Xxm!v07YprNSHniNwaIBJ49-k2T0444FpGnoeS7qdBeI5veieyCJlMoLNJ1j4A8FXaDjFvwdZEfJuMmHrkWT8jRM$___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOjM3OWE4ZTdjYTgyMzY4NTk5ZmU0ZDRjMWE5MTQ3MGY4Ojc6ODE0NjpiYzUwNjkyYzUyZWUxOGY5MTg5OWEyZjkwN2NkYjM3NjkwODdlOGJjNjI1N2ExN2Q4M2M0MTdlZmUwODUzOTQ2Omg6VDpG__;Lw!!LIr3w8kk_Xxm!uhN1NZKHcHGurSwfOpFvC5VFxfM8fORj7yS-MFsJn96GhY5WdwA_hvnng9QmsxmSg96RbJBPlPsLfNzpSSqVvrQG$___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOmRmZGRiMGQ5YWZkNWUxODljOTlkMGVhZTljNTk2MmIyOjc6NDlmNzo2ODNjNGNiYjAzNjllNGMzNjQ1NjgwNWY3M2JmY2Y1OTJlZTFjYzAyZDViOWU5MjQ4OTcwOGJhYTRhMTJkMGViOmg6VDpG__;Ly8q!!LIr3w8kk_Xxm!uWJlDfVfxLHsXhINNYCC2jkCjcXzVu7sRY4bFiRGMTAPOc36zNTxjtuhKH30jLPzMaiRANn1kk7YZZRrln5HiJXz$] (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads)   Connect on LinkedIn: https://www.linkedin.com/company/usccenterforpr [https://www.linkedin.com/company/usccenterforpr] Newsletter: News from the USC Center for Public Relations [https://urldefense.com/v3/__https:/protect.checkpoint.com/v2/r01/___https:/*urldefense.com/v3/__https:/*protect.checkpoint.com/v2/r01/___https:/*urldefense.com/v3/__https:/usc.us9.list-manage.com/subscribe?u=181247d0207dbc8a06615fb4a&id=24ad811f02https:**AAAusc.us9.list-manage.com*subscribe*u=181247d0207dbc8a06615fb4a&id=24ad811f02*20https:**AAAusc.us9.list-manage.com*subscribe*u=181247d0207dbc8a06615fb4a&id=24ad811f02__;Ly8vPyUvLy8_!!LIr3w8kk_Xxm!v07YprNSHniNwaIBJ49-k2T0444FpGnoeS7qdBeI5veieyCJlMoLNJ1j4A8FXaDjFvwdZEfJuMmHro6RPOLs$___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOjM3OWE4ZTdjYTgyMzY4NTk5ZmU0ZDRjMWE5MTQ3MGY4Ojc6ZDJkODozMjBjYjcyMmEwMGEwOWRiMDAyYTI4YzhjMDIxNTg5NzA1Yzc2ZTFkMDllY2IxYmQyYTlhYmQzMDNjYjFhNzIyOmg6VDpG__;LyoqKioqKioqKg!!LIr3w8kk_Xxm!uhN1NZKHcHGurSwfOpFvC5VFxfM8fORj7yS-MFsJn96GhY5WdwA_hvnng9QmsxmSg96RbJBPlPsLfNzpSdPAGOHC$___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOmRmZGRiMGQ5YWZkNWUxODljOTlkMGVhZTljNTk2MmIyOjc6OTEwYzphMzM0MjAyODRmNjljYzUxNmM3YTAxZWM5ZWFiMTEwZjIzMjdhOTM2NDk1MDZkMmVlNTY4ODMzZTI0ODMzMDM3Omg6VDpG__;Ly8qKioqKioqKioq!!LIr3w8kk_Xxm!uWJlDfVfxLHsXhINNYCC2jkCjcXzVu7sRY4bFiRGMTAPOc36zNTxjtuhKH30jLPzMaiRANn1kk7YZZRrlsOEH1_v$] Visit our website:  https://annenberg.usc.edu/research/center-public-relations [https://urldefense.com/v3/__https:/protect.checkpoint.com/v2/r01/___https:/*annenberg.usc.edu/research/center-public-relations___.YzJ1OndlY29tbXVuaWNhdGlvbnM6YzpvOjM3OWE4ZTdjYTgyMzY4NTk5ZmU0ZDRjMWE5MTQ3MGY4Ojc6MmE3ODpjOTU4MzNhNjczOWRjYjRjMzY0ZGQ2YTMxODUyNTkxMzZkODQyODRmYjIzMWJiYTVkYTdlMTc3ZDQyZTY1YTY2Omg6VDpG__;Lw!!LIr3w8kk_Xxm!uhN1NZKHcHGurSwfOpFvC5VFxfM8fORj7yS-MFsJn96GhY5WdwA_hvnng9QmsxmSg96RbJBPlPsLfNzpSbJRGdCZ$] A production of the USC Annenberg Center for Public Relations at the University of Southern California.