Live Entertainment and Experiences: What Brands Need to Know in 2021

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  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