PR Future, the USC Center for Public Relations Podcast – Details, episodes & analysis

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

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

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

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

The COVID-19 pandemic has been the most significant disruption of our lives. Its impact has been far-reaching, altering our work habits, communication styles, and even our priorities. Most importantly, it sparked a widespread discussion about mental health. 

In this episode, we are joined by guests who wrote about mental health in USC Center for PR’s 2023 Relevance Report. They take a deep dive into how workplaces have addressed mental health issues and its growing relevance in contemporary society. We will uncover the factors driving the growing awareness of mental health concerns, from the influence of social media on younger generations to the heightened attention employers are paying to their employees' mental well-being. Our panelists also discuss themes such as the great resignation and employer-driven mental health initiatives in the context of public relations.

Whether it's by seeking out support for yourself or advocating for mental health initiatives in your organization, everyone has a role to play in promoting mental health and well-being. To learn more, tune in to this episode of #PRFuture, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance.

Featuring:

Jeffrey Cole, USC Annenberg Center for the Digital Future

Bill Imada, IW Group

Jacqueline Liu, The Pollack Group & USC Annenberg Professor

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

The USC Center for PR’s 2023 Relevance Report found that 47% of consumers believe corporations should get involved with social issues by focusing on internal policies and issues. But what does that look like in action?

In this episode, we talk with communication leaders spearheading various corporate social engagement efforts at their organizations. Discover the philosophy behind the creation of corporate social engagement programs such as NBCUniversal's Creative Impact Lab, Grubhub's initiatives to assist independent restaurants during the pandemic and Union Pacific Railroad's strategies for employee engagement.

While corporate social engagement exists in a variety of forms, professionals agree that one thing is constant: Companies must stay true to their core values and business model. Tune in to this episode of #PRFuture to learn more, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance.

Featuring:

Clarissa Beyah, Union Pacific Railroad and USC Annenberg

Hilary Smith, NBCUniversal

Dave Tovar, Grubhub

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

TikTok has knocked down the wall between public figures and their audiences, putting celebrities and high profile individuals in closer contact than ever before. Inspired by the Harry and Megan interview with Oprah Winfrey, ColorMeLoverly has blown up on TikTok for her comedic and relatable takes on the public relations field and the irony of this new transparent communication.

Public relations TikTok accounts are few and far between when compared to news accounts, something Clara has properly taken advantage of. Her personal know-how of pop culture, the current social media buzz, and awareness of what’s going on in the news culminates into the Tik Toks that she feels are the most relatable. 

In this episode, Fred talks with Clara about just how truthful her TikTok videos are and the ever more relevant role of public relations professionals today as they have to transverse the growing importance of social media.

Featuring:

Clara @colormeloverly on TikTok

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

How far should a company go with corporate activism? Lyft is setting the example for how companies should use corporate activism to speak out on issues. Last year, Texas passed the Heartbeat Act, which banned women from receiving abortions after the detection of a fetal heartbeat. The bill went even further, putting Lyft drivers who take women to abortion clinics at legal risk. The team at Lyft was quick to speak out against the legislation, and ensured drivers that they would cover legal fees and offer additional support if they were caught in trouble for bringing people to access essential health care. Uber followed suit quickly after Lyft’s statement, highlighting how Lyft is setting an example for how to conduct corporate activism. 

Back in October, Fred Cook spoke with Dominic Carr, EVP of Communications & Marketing at Lyft. He joined Lyft just a year and a half ago and has already put the pedal to the metal when it comes to corporate activism. In this episode, Fred and Dominic discuss how a company can act on a broader corporate purpose, and how to do it right.  

Featuring:

Dominic Carr, EVP of Communication & Marketing at Lyft

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.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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

As a bookend to our third season of episodes, we are presenting a replay of our Kenneth Owler Smith Symposium on Public Relations, held at USC Annenberg, on the topic of “The Future of Corporate Activism.” The panel was moderated by our Dean, Willow Bay, and featured leaders from companies that are actively engaged in communicating about and supporting social justice issues:

•  K. Corley Kenna, head of communications and policy, Patagonia
•  Dominic Carr, vice president, communications, Lyft
•  Elyse Cohen, vice president, social impact and inclusion, Rare Beauty
•  Sean Greenwood, director of PR and communications, Ben & Jerry’s

The discussion followed the release of our 2022 Global Communication Report on the topic, which can be found at annenberg.usc.edu/gcr. You can find the full video replay, including Fred Cook's presentation and student Q&A on our YouTube channel — bit.ly/USCCPR_YouTube.  

We'll be back after our summer break with a new season of conversations about our industry, or sooner if news warrants. And congratulations to our founding producer, ZaZu Lippert, on graduating with honors from USC this week! Follow her at zazulippert.wordpress.com.

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
Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy
Growth: Van Luu, Shaan Dhaliwal

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