A Quiet Shift - How Polarization Is Reshaping Corporate Speech

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest, Fred Cook, director of the Annenberg Center for Public Relations at USC and chair emeritus of Golin, about USC’s 2026 Global Communication Report, “A Quiet Shift,” on how political and social polarization is reshaping communications. Based on a survey of about 800 PR professionals worldwide and CCO interviews, the report finds polarization is seen as harmful to the country and mental health yet beneficial to PR’s value; corporate advocacy support has dropped 38% since 2023 as companies say less about DEI, sustainability, and purpose. Government/regulators have become the top stakeholder focus, resources are shifting toward crisis communications and government relations, silence is increasingly used as a strategy, departments anticipate restructuring, and most PR pros still expect positive growth while needing stronger political, crisis, and financial skills.00:00 Welcome and Introductions00:37 Fred Cook Background02:02 USC PR Program Highlights03:37 Report Theme Quiet Shift05:55 Key Findings on Polarization08:14 Generational Views and Public09:50 Stakeholders and Government Focus13:39 Corporate Advocacy Pullback14:54 CEO Silence and Defensive Comms18:51 Budget Shifts and New Skills23:24 Restructuring and AI Readiness27:11 Future Outlook and Apocaloptimists32:05 Industry Risk and Brand Examples34:51 Wrap Up and Final ThoughtsShow notes: Follow Fred Cook on LinkedIn: https://www.linkedin.com/in/fredhcook/View USC's 2026 Global Communication Report, “A Quiet Shift": https://annenberg.usc.edu/research/center-public-relations/global-communication-reportFollow the host: Website: www.michellegarrett.com LinkedIn: https://www.linkedin.com/in/prstrategist/YouTube: https://www.youtube.com/@PRisUsX/Twitter: https://x.com/PRisUsThreads: https://www.threads.com/@prwritergalMichelle's book - B2B PR That Gets Results - is available nowBook a no-obligation call to talk about your needs here. About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.