The PR Future podcast shares the latest trends and provides insight into the future of public relations and strategic communication. Produced by the Center for Public Relations (CPR) at the USC Annenberg School for Communication and Journalism and hosted by CPR Director and Golin Chairman Fred Cook, #PRFuture features the inspiring stories of 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.
USC Annenberg Center for Public Relations, Fred Cook
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. A production of the USC Annenberg Center for Public Relations at the University of Southern California.Host, Fred CookExecutive Producer, Ron AntonetteSeason 6 Producers, Javiera Contreras, Anahita Mehra, Joe Carreon, Marshall WinfieldCreated by ZaZu Lippert LINKSFollow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. Follow Fred Cook on LinkedIn. Find all our reports at annenberg.usc.edu/cpr.
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 A production of the USC Annenberg Center for Public Relations at the University of Southern California.Host, Fred CookExecutive Producer, Ron AntonetteSeason 6 Producers, Javiera Contreras, Anahita Mehra, Joe Carreon, Marshall WinfieldCreated by ZaZu Lippert LINKSFollow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. Follow Fred Cook on LinkedIn. Find all our reports at annenberg.usc.edu/cpr.
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 A production of the USC Annenberg Center for Public Relations at the University of Southern California.
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-reportFeaturing: • 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 CEOExecutive Producer: Ron AntonetteProducers: Joe Carreon and Javiera ContrerasFollow us: @USCCenterforPR on X, Instagram, and FacebookSubscribe to our newsletter: News from the USC Center for Public RelationsLearn more: https://annenberg.usc.edu/research/center-public-relationsThis 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, AccelHost: 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 RelationsReports: USC 2025 Relevance ReportExecutive Producer: Ron Antonette Producers: Marshall Winfield, Joseph Carreon, Anahita Mehra, Javiera ContrerasFollow 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 CommunicationsMichael Sullivan, VP, Strategic Insights, WE CommunicationsDescription: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-aiUSC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research 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 RelationsExecutive Producer: Ron AntonetteProducers: Marshall Winfield and Isadora Binder-Helenchilde Follow us: @USCCenterforPR (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads) Connect on LinkedIn: https://www.linkedin.com/company/usccenterforprNewsletter: News from the USC Center for Public RelationsVisit 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.
USC Research Fellow and Burson, Ogilvy, and Teneo alum David Michaelson, PhD, joins Fred Cook to discuss USC's latest research on internal communications and the future of work. They note challenges in maintaining corporate culture following shifts to hybrid and remote working and emphasize how internal communications can be used to build employee engagement and preserve company identity.Reports: Staffbase: https://staffbase.com/en/pressreleases/communication-breakdown-61-of-employees-unlikely-to-stay-in-their-job-cite-poor-communication-among-top-reasons/ Research by USC Annenberg & Staffbase Highlights the Critical Role of Internal Communication in Retention and Engagement Communicating Culture During A Hybrid Revolution: https://annenberg.usc.edu/sites/default/files/2024/07/24/USC-IABC_FOW__Report_Jul244.pdf Featuring: Dr. David Michaelson, USC Research Fellow and Principal of David Michaelson & Company 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: Isadora Binder-Helenchilde and 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.
In this episode, Josh Rosenberg, CEO of Day One Agency, joins Fred Cook to discuss the results of a real-time ethnographic study about Gen Z media habits that Day One and the USC Annenberg collaborated to conduct. The discussion uncovers the nontraditional news sources and the 'always on' media engagement that characterize Gen Z's unique media landscape. Josh shares his insights on how brands can tap into these behaviors to make a meaningful impact on a generation that is reshaping the rules of engagement.Fred and Josh discuss how the concept of "prime time" has evolved into a continuous phenomenon for this generation, with many waking up and immediately reaching for their phones. And they reflect on the rise of the "recommendation generation," where influencers and peers hold significant sway over brand perceptions. From the importance of trend-responsive content to the creation of 'writer's rooms' for monitoring platform trends, Josh emphasizes the need for agility in content creation.For the complete study and more on media and how to reach Gen Z, visit the Day One Agency website at https://d1a.com/perspective. This study is published at https://d1a.com/perspective/day-one-agency-usc-annenberg-gen-z-study Still have questions? Ask GenZ directly at askgenz.com.Disclaimer: This conversation was recorded prior to the introduction of H.R. 7521, a bill that could effectively ban TikTok in the United States. As such, this podcast episode only provides insight into how organizations and Gen Z thought about TikTok without the implications of a ban.Featuring:Josh Rosenberg, Co-founder & CEO, Day One AgencyHost: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 RelationsFollow us: @USCCenterforPR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit 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.
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 WrigleyHost: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 RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
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.
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 GlobalEd Clarke, CEO and Founder, CometricsBobby 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 RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
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 FutureBill Imada, IW GroupJacqueline Liu, The Pollack Group & USC Annenberg ProfessorHost: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 RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
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 AnnenbergHilary Smith, NBCUniversalDave Tovar, GrubhubHost: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 RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
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 TikTokHost: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 RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
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 LyftHost: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 RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
Our student-produced podcast series, #PRFuture, returns with all-new episodes and interviews starting on January 31. We continue to look at causes, as featured in the Relevance Report, and introduce listeners to some new voices in the PR industry. Find our past episodes wherever you download your favorites. Find our Relevance Report at annenberg.usc.edu/relevance and our Global Communication Report at annenberg.usc.edu/gcr.
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'sThe 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.
Inspired by Selena Gomez's own mental health journey, Rare Beauty was built with a focus on mental health as the heart of its brand. When Rare Beauty was launched in September 2020, its commitment to truly making a difference through de-stigmatizing mental illness and spreading resources and self-love through their products and programs was evident. But when the brand was being conceptualized, incorporating social responsibility and community impact into the products and everyday practices of a beauty brand was uncharted territory. Enter Elyse Cohen, Vice President of Social Impact & Inclusion at Rare Beauty. Cohen has championed social impact efforts at even more companies and organizations, most notably working with former First Lady Michelle Obama as the deputy director of the national “Let's Move!” campaign. And in her time thus far at Rare Beauty, she has helped create the mold for what a purpose-driven beauty brand looks like.In this episode, Elyse and Fred discuss how Rare Beauty has reached its vision of spreading self-love and mental health resources for all in the age of social media and unrealistic beauty standards. From partnering with an array of mental health nonprofits to donating over $1.2 million in proceeds through the Rare Impact Fund, Elyse describes how Rare Beauty's everyday operations put social engagement at the forefront of its brand. Featuring:Elyse Cohen (@ElyseCohen), VP of Social Impact & Inclusion at Rare Beauty 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
In 2016, patent attorney Vanessa Otero posted a chart on the web. It was a simple graphic, rating the bias of news sources. And it went absolutely viral. This chart was the first of many iterations of the Ad Fontes Media Bias Chart, a map that helps news consumers, educators and communications pros navigate the complexities of today's media landscape. While the chart began as Otero's own content analysis work, today, it is created by a team of professional analysts who are politically balanced, and who review media sources every day. Despite the state of today's polarized media landscape, Otero remains an optimist. She believes that we can all learn how to safely navigate our current media environment and reduce polarization — as long as we take purposeful steps to become more media literate. Brands, Otero says, have an undeniable role to play in increasing media literacy, and the Media Bias Chart and other tools can help.In this episode, Vanessa and Fred discuss ways that communications professionals can combat polarization and how the current media landscape influences our profession. Vanessa also provides tips on how we can all cultivate a healthier “news diet,” filled with unbiased facts. For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U.Featuring: Vanessa Otero (@vlotero), CEO and Founder of Ad Fontes Media 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: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
Creating a truly purpose-driven communications campaign is a nuanced and laborious process — one that has become increasingly crucial in the world of public relations. In an era where brands are expected to be a part of social change efforts and use their influence for good, it is essential that companies have a road map for creating authentic campaigns that make an impact. Luckily, our team at the Center for Public Relations analyzed almost 300 purpose campaigns in early 2020 to create just such a map. Our associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, who led this research and the resulting study entitled “Trends and Best Practices in Brand Purpose Communications,” share some insights from their work for practitioners in this episode of #PRFuture. Tune in to hear Fred, Burghardt and Julia discuss everything from using your organization's channels to make change to the future of purpose-driven communications in the global landscape. For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U. Featuring: Burghardt Tenderich (@btenderich), Associate Director of the USC Center for Public Relations, USC Annenberg ProfessorJulia Kiefaber, Director of Strategic Planning at Weber Shandwick, Industry Fellow at the USC Center for Public Relations 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: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
This past year and a half has been nothing short of historic. As we've chronicled momentous events in real time through a communications lens this season, our guests have provided invaluable insight into effectively addressing some of the most prominent social issues of today. Change, especially large-scale social change, is never easy. But through our research this past year, we've discovered that communications professionals have a significant role to play in creating it. How we work, why we create the content and campaigns that we do and who we stand up for will all play a role in the formation of our new normal. In this special season finale episode, Fred and ZaZu bring together what they've learned from prominent communicators, political researchers and journalists this season in the context of the 2021 Global Communication Report. ZaZu and Fred will review some of the best advice they've received from our guests on everything from diversifying the workplace and leading with purpose to navigating the complex social media landscape and communicating effectively in a polarized nation. This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report.For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U. Featuring: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 Guest Host:ZaZu Lippert (@zazu_lippert), Noemi Pollack Scholar, USC Warren Bennis Scholar, B.A. in Public Relations, USC ‘22. Executive Producer of the #PRFuture podcast, co-author of “Trends and Best Practices in Brand Purpose Communication.” Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
Political scientist Jennifer Kavanagh believes that there's more behind polarization than just the existence of opposite perspectives. In 2018, she published a report with RAND CEO Michael D. Rich that proposes a framework for understanding one of the deeper issues behind the division in our country: truth decay. In a nutshell, the phrase “truth decay” describes four different trends around facts and opinion contributing to the shift away from data: increasing disagreement around facts and data, the blurring of the lines between the two, increased influence of opinion and commentary and declining trust in key institutions.In this episode, Fred and Jennifer discuss where these trends stem from and how they're contributing to our current national landscape. Jennifer also proposes some potential strategies for combating truth decay, including how businesspeople and scholars can uniquely respond to this national issue. This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 Featuring:Jennifer Kavanagh (@jekavanagh), Director of Strategy, Doctrine, and Resources Program at RAND Arroyo Center. Senior Political Scientist and Professor, Pardee RAND Graduate SchoolHost: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: @USCCenter4PR (Twitter, Facebook and Instagram)Click here to subscribe to our newsletter Visit our website: https://annenberg.usc.edu/research/center-public-relations
In her book “High Conflict: Why We Get Trapped and How We Get Out,” journalist and author Amanda Ripley introduces the framework that there are two types of conflict: high conflict and good conflict. In America, Ripley believes that we are stuck in a vicious cycle of high conflict — one that is destructive and unproductive. But as Ripley tells us, there is still hope for the future, for us to return to a place of good conflict. In this episode, Fred and Amanda discuss some of the ways that corporate communications are impacted by high conflict and might play a role in supporting the return to good conflict, as well as how we can best communicate the facts to our audiences in a time when people find it increasingly difficult to agree on what the facts even are.This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. For more, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 Featuring:Amanda Ripley (@amandaripley), New York Times Bestselling Author and journalist 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: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations Key Words:Public relations, polarization, politics, media, election, business, government, purpose, communications, unity, #PRFuture, high conflict, journalism, good conflict
From cooking red and blue spaghetti while hosting Democrats and Republicans around her dining room table to leading dinner events with hundreds of people from diverse political viewpoints in communities across the nation, social sculptor Philippa Hughes has been entrenched in the polarization issues that plague our country, and intent on solving them through grassroots efforts to start conversations. Her dinner series, “Looking for America,” aims to bring people together across the political divide to have frank conversations about politics and try and find common ground. In this episode, Fred and Philippa discuss the current state of polarization nationwide, trends in political conversation that Philippa has identified through her work and how we might be able to help bridge the great political divide as communications professionals.This discussion is part of our series previewing the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. Featuring: Philippa Hughes (@philippahughes_), Social Sculptor 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: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
While it seems like people with different political ideologies can’t agree on anything these days, one thing we can all agree on is that our nation is polarized; perhaps like it never has been before. As we enter into a new political era with messaging focused on reaching across the divide and restoring a sense of unity, we talked with Christina Bellantoni, an expert on all things politics and polarization who spent 12 years reporting in Washington, about the future of polarization. In this episode, Fred and Christina discuss how we can combat some concerning predictions for the future indicating an increase in fake news and conspiracy theories, how journalists and PR pros can work together to promote the return of honest communication, and ways we might be able to turn hope for the future as we navigate this pandemic into decisive action for change. This discussion is part of our series previewing the 2021 Global Communication Report, coming soon. View the preliminary results at https://center4pr.medium.com/usc-annenberg-study-finds-polarization-of-america-will-likely-increase-despite-calls-for-national-49c02ebb623fFeaturing:Christina Bellantoni (@cbellantoni), Director of USC Annenberg Media Center and former L.A. Times editor, D.C. reporter 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
The Gen Z and Millennial audience is often an enigma; to seasoned PR practitioners, their obsession with TikTok videos clocking in at 60 seconds or less, the ever-evolving Instagram culture and their use of various media channels as catalysts for change — such as during the Black Lives Matter movement — can be hard to puzzle through. This week, we talked with three USC Annenberg PR students who tackled various aspects of the future of our industry in their essays for the 2021 Relevance Report to discuss the habits of their generation and where they think the communications industry is headed. Adrine Keosian, Melvin Dilanchian and ZaZuLippert offer insights into which channels are the best to reach young people through, the emerging focus on purpose-driven communications and its importance and what young people expect from brands in the future. This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.Featuring:Adrine Keosian, M.A. in Strategic Public Relations and Advertising, USC ‘21Melvin Dilanchian, M.A. in Strategic Public Relations and Advertising, USC ‘21ZaZu Lippert, B.A. in Public Relations, USC ‘22 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: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
As we inaugurate a new president amidst a pandemic and civil unrest, new data from the 2021 Global Communication Survey gives us valuable insight into what this next year may hold. In this episode, our guest Dr. Ulrike Gretzel, senior research fellow at the USC Center for Public Relations, discusses the preliminary findings with Fred, exploring the expected impacts of the Biden administration on activism, polarization, diversity and inclusion and more. As they dive into predictions including increased political polarization, an increase in activist expectations of business involvement in social causes and a largely divided opinion on whether we will experience new unity or increased civil unrest, Dr. Gretzel imparts how we can communicate effectively in these divided states of America, and how it will take the efforts of government, business and media together to unify our country again. View the preliminary results at https://center4pr.medium.com/usc-annenberg-study-finds-polarization-of-america-will-likely-increase-despite-calls-for-national-49c02ebb623f Featuring:Dr. Ulrike Gretzel (@UlrikeGretzel), Research Fellow at the USC Center for Public Relations 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
This year, we’ve not only experienced a pandemic that continues to upend our lives, but the resurgence of a powerful racial justice movement that has reminded us all that it is time for change. It is time for equality. It is time to put in the work across our industry and many others to dismantle white supremacy and systemic racism, and establish a work environment where everyone sees themselves represented and feels comfortable speaking their mind.In this episode, our guests Bill Imada, chairman of IW Group, Julia Wilson, CEO of Wilson Global Communications and Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA, discuss ways that agencies and corporations can improve their diversity efforts and in turn, find greater success. They also offer their predictions on the impact of the 2020 presidential election.This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report.Note: This episode was recorded in December 2020. Featuring:Bill Imada, chairman of IW Group (@IWGroup)Julia Wilson, CEO and founder of Wilson Global Communications (@wilsonglobalcom)Margenett Moore-Roberts, chief inclusion officer of Golin and IPG DXTRA (@IPGDXTRA) Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
2020 is unlike any year we’ve experienced in our lifetimes; arguably, the only constant has been change. As PR professionals, we’re well-equipped to deal with crises. But in the time of COVID-19, we’ve grappled with entirely new kinds of challenges: closures of entire business sectors, fluctuating reopening guidelines and an entirely new definition of “normal life.”Adrienne Cadena, president of brand activation firm Havas Street, and Maryanne Lataif, senior vice president of corporate communications at AEG, the world’s leading sports and entertainment company, and Jeffrey Cole, director of the USC Annenberg Center for the Digital Future, have been at the forefront of research and crisis response for the pandemic since March. In this episode, they’ll discuss the future of live experiences, provide insight into what our “new normal” may look like in the coming years and look at the potential impacts of the 2020 U.S. presidential election on the future of their industries and the world. This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report. Featuring:Adrienne Cadena, President of Havas Street (@HavasSTREET)Maryanne Lataif, Senior Vice President of Corporate Communications at AEG (@AEGworldwide)Jeffrey Cole, Director of the USC Annenberg Center for the Digital Future (@digitalcenter) Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relationsParticipate in the 2021 Global Communication Survey through Jan. 1, 2021 here
Fulfillment and purpose: two things that we all search for throughout our lives, and maybe have been thinking more about lately in our new normal. And two things that Global CEO and Founder of WE Communications Melissa Waggener Zorkin thinks about constantly. Leading with purpose and fulfillment in mind, Melissa and her agency have built strong, authentic campaigns over the years for big companies like Microsoft and Khan Academy. Melissa's secret to success? Listening intently to internal voices and connecting everything they do to an organization's innate purpose. In this episode, Melissa will discuss the importance of having a diverse employee base and the increased need for focusing on diversity retention in the communications industry, what it means to find your organization’s purpose, and how to tie it to your campaigns to create authentic content that resonates with your audiences. This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/relevance. Featuring:Melissa Waggener Zorkin (@melissawz), Global CEO and founder of WE Communications Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
In this special season finale episode, our host Fred Cook puts on his professor cap to bring together everything we’ve learned from prominent activists and communications pros in our debut season of #PRFuture, in the context of the research that started it all: the 2020 Global Communication Report. In our research, we found that “New Activism” requires new communication. Our guests this season, all pioneers in communication and activism, have laid out what a successful future could look like for our industry in this ever-changing new normal. From earning profits through principles to creating entire corporate departments for activism efforts, we’ll review some of the best practices for engaging with this new generation of activists, and how it can transform your organization. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/center4pr
As we near November, the 2020 presidential election is on everyone’s minds. Dubbed the fight for the “soul of America,” it’s also the first presidential election to take place during a pandemic. With a pandemic election comes a variety of obstacles to the voting process, which means voting rights organization Rock the Vote is working overtime to provide young voters with the resources they need to vote safely. Rock the Vote has always been famous for its partnerships with pop culture icons, including celebrities like Madonna and Lenny Kravitz, who have helped them educate young people on voting rights and the voting process. But beyond their continued work with celebrities including Snoop and Jaren Jackson Jr., the nonpartisan nonprofit forges valuable partnerships with high-profile organizations to spread voting information across a variety of digital channels and reach their younger audience. In this episode, Carolyn DeWitt, president and executive director of Rock the Vote, discusses how these partnerships help the organization achieve their goals and make civic engagement more accessible for young voters. She also offers valuable insight into the process of mail-in voting, and how to navigate it in the November election. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr . Featuring:Carolyn DeWitt (@carolyndewitt), President and Executive Director of Rock the Vote. Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
Ben and Jerry’s has always been known for serving delicious ice cream with extra scoops of peace, love and justice. Social mission has always been an integral part of the company’s day-to-day operations — so much so that Ben and Jerry’s has their own in-house activism department. Christopher Miller is the head of this activism team. A few months ago, he drafted Ben and Jerry's second statement in support of Black Lives Matter following the killing of George Floyd, which was lauded within the PR industry as one of the most successful corporate statements on racial justice.In this episode, Christopher discusses how Ben and Jerry’s embeds activism into everything they do, including their ice cream flavors. He provides valuable insights into the importance of forming strong partnerships with activist groups that go beyond philanthropy, how to unlock the potential that all corporations have to play a role in large-scale social change and how to authentically speak out on issues that matter.This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at www.annenberg.usc.edu/gcr Featuring:Christopher Miller (@cmwdc), Head of Global Activism Strategy at Ben and Jerry’s Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
From Star Trek to K-pop, fan culture is everywhere — and as USC Professors Henry Jenkins and Robert Kozinets say, so is fan activism. This week, we’re taking a more theoretical approach to New Activism, exploring the roots of activism in fandom, and how corporate fans — also known as invested consumers — can help companies improve their corporate social responsibility initiatives. In this episode, Jenkins and Kozinets offer valuable insights into the ways companies can successfully interact with their fans on social issues related to business and promote civic engagement. They also discuss the do’s and don’ts of responding to widespread social activism and offer tips on staying connected with your company’s fandom from the c-suite.Featuring:Henry Jenkins (@henryjenkins), Author and Provost Professor of Communication, Journalism and Cinematic Arts, and Robert Kozinets (@Kozinets), Social media marketing researcher and Jayne and Hans Hufschmid Chair of Strategic Public Relations, both of the USC Annenberg School for Communication and Journalism.Host:Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
Corporate activism has long been sewn into the fabric of Levi Strauss and Company, and over the past seven years, senior vice president and chief communications officer Kelly McGinnis has continued to uphold Levi Strauss’ reputation as a pioneer in tackling social issues. Bringing her background in social work to the table, Kelly has continued to seek out new opportunities to foster change in the corporate world through employee activism, activist partnerships and corporate coalitions. In this episode, Kelly discusses the power of listening to employee opinions, emphasizing that many of the company’s most memorable actions in response to social issues have come straight from their employees. She offers valuable insights into how the company builds advocacy into every level of its operation to amplify causes that they care about and form corporate coalitions that lobby for policy changes. Featuring:Kelly McGinnis (@kellylmcginnis), SVP and CCO of Levi Strauss and Company (@LeviStraussCo). Host:Fred Cook (@fredcook), Chairman 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 RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
Damon Jones has been challenging gender stereotypes, promoting sustainability and fighting for racial equality for the past 23 years through his work at Procter and Gamble. Since being promoted to P&G's chief communications officer at the outset of the COVID-19 pandemic, Damon has continued to foster important discussions within P&G’s audiences and enact positive social change in the corporate landscape. In July 2020, he was named the most influential person in public relations and business on the PR Week U.S. 2020 Power List, and is the first Black man to top the list in its 14-year history. In this episode, Damon discusses how corporations can get involved in activism and advocacy, and the importance of diversity in creating impactful campaigns, emphasizing that doing the right thing for society is always right for business. From PSAs on social distancing practices to new videos and resources in the #TakeOnRace campaign, P&G continues to foster conversations around the pressing issues of today, and demonstrates how corporations can effectively engage with activism on a regular basis.Featuring: Damon Jones (@damondjones), CCO of Procter and Gamble (@ProcterGamble).Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
As she watched the Oscars from her living room, attorney April Reign tweeted a single hashtag that would change the conversation around diversity and inclusion in Hollywood forever. #OscarsSoWhite started a movement that led her to devote her life to activism, working to amplify traditionally underrepresented voices in the entertainment industry. In this episode, April discusses how social media is propelling conversations around race, discrimination and social inequity to greater national attention, and how this phenomenon is playing an essential role in the recent resurgence of the #BlackLivesMatter movement. As an equity advisor for Sephora, April also offers valuable insights into how corporations can support the Black community both now and in the future, starting from within. Featuring: April Reign (@ReignOfApril)Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
At age 15, Colombian-American activist Jamie Margolin organized the Zero Hour Youth Climate March, a youth-led demonstration urging those in power to take concrete measures against climate change. Using traditional PR tactics and leveraging the power of social media, Jamie and her team turned their initial march into a global movement that has more than 100 chapters and continues to inspire children around the world to join the fight for a better future.This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.Featuring: Jamie Margolin (@Jamie_Margolin), Founder of Zero Hour (@ThisIsZeroHour)Host: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations
March for Our Lives began in a small town in Florida, but its student organizers went on to spearhead the largest single-day protest against gun violence in U.S. history. The organization registered over 50,000 new voters and spurred the highest percentage of youth voter turnout ever in the 2018 midterm elections.In part two of our interview with March For Our Lives co-founder Brendan Duff, Brendan discusses why the March For Our Lives organization has expanded its mission to focus on voter registration, how they have formed and maintained successful partnerships with corporations and which public relations tactics continue to be an essential part of their efforts.This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. Featuring: Brendan Duff (@Brendinid), Co-Founder of March For Our Lives (@AMarch4OurLives) and Elon University Strategic Communications MajorHost: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsFor more, visit our website: https://annenberg.usc.edu/research/center-public-relations
On February 14, 2018, a gunman open-fired on Marjory Stoneman Douglas High School in Parkland, Florida, in what became the deadliest school shooting in U.S. history. The tragedy gave birth to an influential movement, the student-led March for Our Lives, which transcended South Florida and sparked activism for gun control reform through national protests and school walkouts.In this episode, March For Our Lives co-founder Brendan Duff recalls how the organization came together, and as the de facto media relations manager, how he used public relations tools early on to bring their messages to a global stage.This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr. Featuring: Brendan Duff (@Brendinid), Co-Founder of March For Our Lives and Elon University Strategic Communications MajorHost: Fred Cook (@fredcook), Chairman of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsFor more, visit our website: https://annenberg.usc.edu/research/center-public-relations
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