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 2026 Relevance Report atannenberg.usc.edu/relevance