EPISODE · Jun 3, 2025 · 47 MIN
Mind The Gap: 2025 Global Communication Report Recap
from PR Future, the USC Center for Public Relations Podcast · host Matt Tidwell, David Michaelson, Anahita Mehra, Fred Cook, Ron Antonette, Javiera Contreras, Barby K. Siegel
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 2026 Relevance Report atannenberg.usc.edu/relevance
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What this episode covers
In this episode of PR Future, Fred Cook is joined by Barby Siegel, Global CEO of Zeno Group; Matt Tidwell, Director of Professional Graduate Studies, William Allen White School of Journalism and Mass Communications, University of Kansas, and board member, the International Association of Business Communicators (IABC); Victoria Hamilton, senior director of strategic planning, Zeno Group; and David Michaelson, Research Fellow at the USC Center for Public Relations. Together, they unpack the findings of the 2025 Global Communication Report, developed by the USC Center for PR in conjunction with Zeno Group and IABC. Together, they examine the rapidly evolving landscape of public relations, addressing the growing influence of AI, the rise of hybrid work models, and shifting generational expectations. The discussion explores the contrast between influencer marketing and traditional media, the crucial role of media literacy in combating misinformation, and the challenges of navigating an increasingly polarized media landscape. Emphasizing authenticity, mentorship, and inclusion, the panel highlights how Gen Z and other emerging voices are reshaping the future of PR—and why the industry has reasons to be optimistic.
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Mind The Gap: 2025 Global Communication Report Recap
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