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PR Future, the USC Center for Public Relations Podcast: Daily Summaries Delivered
by USC Annenberg Center for Public Relations, Fred Cook, University of Southern California
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- Apr 15, 202637 min
How GEO is changing the PR Industry
The future of search is here, and it's being rewritten by AI. In this episode, host Fred Cook sits down with Michael Sullivan and Lindsey Bastani from We. Communications to unpack the rise of Generative Engine Optimization (GEO), the new frontier that every brand, marketer, and PR agency needs to understand. As AI search engines reshape how people discover information, Michael and Lindsey break down what GEO is, why it's growing so fast, and what it means for the way businesses communicate online. Whether you're a marketing pro, a student, or just curious about where search is headed, this episode is packed with insights you won't want to miss. 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 Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal 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. Download the 2025 Relevance Report at annenberg.usc.edu/relevance
- Dec 1, 202543 min
Inside Hollywood PR: A Conversation with Simon Halls
GuestSimon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working todayHost: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownIntroduction to Simon’s Career — 0:00From USC to Warner Bros: A Non-Linear Start — 1:07Launching McDonald’s in Russia & Early Global PR Lessons — 3:16Returning to the U.S. and Joining Golin — 5:42Founding an Agency Before 30 (and Signing Future Icons) — 7:30Scaling to PMK & Building a Global Entertainment PR Firm — 8:30Returning to Boutique PR: Quality, Focus, and Client Loyalty — 10:30How Technology Has Changed PR Workflows — 11:20Why There Are More Entertainment Crises Than Ever — 13:06Correcting Stories vs. Pitching Stories — 14:30Why Relationships Are Still Everything in Entertainment PR — 15:50Keeping Clients for 30+ Years — 18:24Fashion, Brand Deals & How PR Intersects With Consumer Products — 20:11Taylor Swift vs. The New York Times: What Actually Drives Audiences? — 22:22Critic Scores vs. Audience Scores (Rotten Tomatoes and CinemaScore) — 24:46Can PR Influence Reviews? Building “Champions” for a Film — 26:30The Rise of Podcasts in Entertainment Campaigns — 30:22Career Advice: Hiring, Internships & What He Looks For — 34:01The Future of Entertainment PR: AI, Ethics, Adaptation — 36:29Polarization, Hollywood, and Free Speech — 38:53Closing Thoughts & Fight On — 42:33Key Insights1. Great PR Careers Are Built on Adaptability — and LuckSimon’s path — from Warner Bros intern to global publicist to founder of Apex — underscores how timing, curiosity, and willingness to jump into unfamiliar territory can set you apart in entertainment PR. His early experience launching McDonald’s in Russia shaped how he approached global media and crisis situations for the rest of his career.2. Relationships Are Still the Currency of Entertainment PRDespite texting, email, and shrinking newsrooms, Simon emphasizes that trust, honesty, and consistent contact with journalists remain the foundation of the business. “The second you lose integrity with the press, you’re done.”3. Audience Scores Matter More Than Critics NowWhile traditional reviews once shaped box office, today’s audiences look to Rotten Tomatoes audience scores, CinemaScore, and social buzz — prompting PR teams to focus on grassroots credibility and “champion building” with trusted culture editors.4. Podcasts Are the New Press TourSimon’s internal research shows the most successful movie campaigns of 2024–2025 leaned heavily on podcasts — often more than traditional entertainment outlets. Actors now view podcasting as a friendly, long-form platform to shape narrative and deepen fan connection.5. AI Will Transform Entertainment — and Raise New Ethical ChallengesFrom customizable film endings to synthetic performances, Simon warns that emerging AI capabilities will force Hollywood to confront questions of consent, compensation, and artistic integrity. PR teams must prepare to navigate this shifting landscape.6. Loyalty Comes From Shared Journeys, Not ContractsMany of Simon’s clients have been with him for 30 years. Why? Deep trust, shared decision-making, crisis navigation, and a “family-like” partnership that has survived both career lows and Oscar wins. Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
- Nov 24, 202522 min
Interviewing AI About The Future of PR: A Conversation with Rupert
GuestsRupert — AI persona created by Joe CarreonStudent Interviewers: Toma Battino, Joe CarreonHost: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownIntroducing Rupert — 0:00How AI Is Impacting PR — 0:45Will AI Replace Entry-Level Jobs? — 1:40Who’s Adopting AI Faster — Young or Experienced Pros? — 3:06Passion Projects & Standing Out in PR — 4:20GEO (Generative Engineered Optimization) Explained — 5:10Authenticity, AI, and the Fight Against Polarization — 6:39AI Search vs. Google Search — 7:30What Tools PR Students Should Know — 7:55Crisis Communications in an AI World — 9:15Ethics, Consent & Using Likeness in AI Content — 13:30Should You Disclose When You Use AI? — 14:55Common Blind Spots in AI Usage — 15:40Accuracy & Where AI Gets Its Information — 16:31How PR Shapes the Information AI Pulls From — 17:46Managing Brand Reputation in the Age of AI — 17:58How AI Perceives USC Annenberg — 18:50What Professors Should Teach About AI — 19:13What Rupert Looks For in New PR Hires — 20:20Where AI Is Going in the Next 2–3 Years — 21:40Should We Be Scared or Excited? — 22:07Closing & Fight On — 22:53Key Insights1. AI Won’t Replace PR — It Will Redefine ItRupert positions AI as a shift, not a takeover. Routine tasks will be automated, but strategy, creativity, and relationships remain uniquely human. Entry-level roles will evolve, not disappear.2. PR Professionals Must Build “AI Visibility”With people turning to AI for search, GEO becomes essential. Communicators will need to create content that AI can understand, trust, and surface — marking a new era of “authentic earned media.”3. AI Can Support, Not Substitute, Crisis CommunicationsRupert identifies monitoring, rapid analysis, and early messaging as AI’s strengths in crises — but empathy, accountability, and credibility must come from humans.4. Ethical Use of Likeness & Transparency MatterStudents challenge Rupert about consent, deepfakes, and whether creators should disclose AI involvement. Rupert stresses transparent use (for now) and careful respect for identity and likeness.5. AI Literacy Is Now a Resume EssentialFrom media monitoring to analytics to content drafting, students entering PR need demonstrable experience with:AI writing toolsSocial analytics softwareMedia monitoring platformsData interpretation & ethical judgment6. Future AI Will Be Predictive, Personalized, and CreativeRupert envisions AI that:Adapts messaging in real timePredicts PR issues before they surfaceAssists with brainstorming and strategic planningEngages audiences in one-to-one communication at scale Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
- Nov 17, 202526 min
Student Voices of The Relevance Report 2025: Sports
GuestsSierra Sohn — Author of “Where The Hell is My Money Going: A Gen Z Perspective” exploring Gen Z fandom, shareability, and what young audiences expect from the sports experience.Chinelọ Ogogor — Author of "Emerging Technologies for Sports Training, Biomechanics, and Injury Prevention" exploring biomechanics and the science-driven technologies elevating athlete performance and recovery.Ava Nichols — Author of "From Heartbeats to Headlines: The Communication Power of Athlete Health Data" exploring wearable tech, health data, and how technology forges new digital relationships between fans and athletes.Host: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownWhy Sports Matter to Gen Z — 0:00Shareability, Pop-Ups, and the New Fan Experience — 1:00The Taylor Swift Effect & Cultural Momentum — 3:00The Price Problem: Where Is Gen Z’s Money Going? — 4:30AR Moments, Collectibles, and Immersive Stadium Touchpoints — 5:30Wearables, Data, and the New Language of Sports — 7:12Parasocial Accountability & Athlete Transparency — 8:30Data Accuracy, Misinterpretation, and Competitive Edge — 9:15Biomechanics: Science Meets Sports — 12:50Is Tech an Advantage or the New Baseline? — 14:35Fan Interaction: Live Polls, QR Codes, Betting, and Streaming — 16:11AI in Sports: Prediction, Sentiment, and Betting Trends — 17:43Will Sporting Events Start to Look Like Concerts? — 19:49Cross-Cultural Collaborations: F1 x Hello Kitty & Swifties x NFL — 21:50The Future of PR in Sports — 24:08Communicating Value vs. Setting Prices — 27:29Closing Reflections: Sports as a Shared Cultural Space — 28:21Key Insights1. Gen Z Is Redefining What Makes Sports “Worth It.”Sierra highlights that younger fans aren’t just buying tickets — they’re buying culture, exclusivity, and shareable moments. Experiences inspired by music and entertainment (Easter eggs, AR, photo ops) are central to keeping Gen Z engaged.2. Wearables Create a New Digital Relationship Between Fans and Athletes.Ava explains how devices like Oura, Apple Watch, and WHOOP let fans “train like their heroes.” But access to athlete data also raises issues of accuracy, perception, and competitive intelligence.3. Biomechanics Will Become Table Stakes for Performance.Chinelọ connects science and sport, showing how individualized biomechanical training can turn role players into high performers. Teams that don’t adopt these tools may quickly fall behind.4. AI Adds New Storylines, Not Fewer.From US Open prediction models to sentiment analysis, students argue AI doesn’t kill excitement — it creates more to follow, debate, and engage with.5. PR’s Role Expands as Sports Become More Technological and Cultural.Communicators must translate data, tech, culture, and fan psychology into clear stories. PR becomes the bridge between the science and the spectacle. Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
- Nov 1, 202531 min
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 PartnersKirk Stewart — USC Professor, Former Nike VP of Global CommunicationsMaryanne Lataif — SVP, Corporate Communications, AEGHost: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownThe Rise of Women’s Sports — 0:02Brand Sponsorship and Cultural Momentum — 3:00The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00College Athletics and NIL Impact — 8:30The Transfer Portal and Fan Loyalty — 10:30Technology and the Fan Experience — 17:20Immersive Storytelling in Live Events — 19:30Celebrity Athletes and Media Power — 22:20The Future of PR in Sports — 25:40Sports as the Great Unifier — 29:10Key Insights1. Women’s Sports Are Leading a Cultural ShiftJennifer 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 CrossroadsKirk 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 ExperienceMaryanne 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 SportsThe 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 ForceIn 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 CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
- Jun 9, 202528 min
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 MicrosoftMelissa Waggener Zorkin, Global CEO of We. CommunicationsFred Cook, Director of USC Center for Public Relations and Chairman Emeritus at GolinThe 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 0:02Balancing AI and Humanity in Storytelling 2:31Fostering an AI-Ready Culture 5:49Challenges and Opportunities in AI Adoption 12:48AI in Media Relations and Measurement 16:21Preparing the Next Generation of PR Pros 22:17The Future of AI in PR 27:34Key insights include:AI as a Tool, Not a ReplacementThe 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 CultureMelissa 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 DevelopmentFred 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 ApplicationsThe 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 OutlookThe 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. Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
- Jun 3, 202547 min
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 linkTo find information about the International Association of Business Communicators (IABC), go to this linkKey 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 creativityHybrid Work: Redefining mentorship, collaboration, and team cultureShifting Trust: Younger audiences rely more on influencers than traditional mediaSkills for the Future: Media literacy and AI training are now essentialPolarization: A rising challenge that demands thoughtful communicationGen Z’s Impact: Advocating for purpose-driven, inclusive, and authentic PR Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
- May 21, 202537 min
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. 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 HighlightsThe report identifies three mindsets within Gen Z:Neo-Traditionalists value stability and lean toward conservative idealsFluid Pragmatists take a cautious, balanced approach to major life decisionsInternet Age Explorers reject conventional paths in favor of experimentation and experienceMoney as a Central ConcernAcross all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.A New Life TimelineUnlike 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 PRGen 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 CompetencyGrowing 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 markers00:00 — Understanding Gen Z: A New Perspective06:41 — The Three Cohorts of Gen Z12:09 — Fluid Pragmatists: The Middle Path17:37 — Internet Age Explorers: The Experimental Group25:18 — Navigating the Future of PR with Gen Z31:21 — Media Literacy and the Information Diet of Gen ZFind the report here:Gen Z: Life, Actually – Day One Agencyhttps://d1a.com/perspective/genz-life-actually Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow 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
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About PR Future, the USC Center for Public Relations Podcast
The PR Future podcast from the USC Center for Public Relations (CPR) shares the latest trends and provides insight into the future of public relations and strategic communication. Produced at the USC Annenberg School for Communication and Journalism and hosted by CPR Director and Golin Chairman Emeritus Fred Cook, #PRFuture features discussions with communication executives, academics, students and more as part of our mission to define the future of our industry and to develop those who will shape it. Our fall 2024 and spring 2025 seasons will include interviews with our Board of Advisers members and their agency teams discussing recent research, reflecting on the ethical use of AI, and examining upcoming themes in our 2025 Global Communication Report.
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