The Paradox of Polarization… Division Makes PR More Valuable

There’s a booming business in divisiveness. And PR is caught right in the thick of it.Recorded at the June 2026 IABC conference in Toronto, Doug Downs speaks with Fred Cook about A Quiet Shift, a report exploring how polarization is reshaping public relations. Cook explains why division is damaging society, mental health, and business while making thoughtful communications counsel more valuable. They examine echo chambers, outrage as a political and media strategy, the possibility that AI reinforces existing beliefs, and the disappearance of productive dialogue. Cook also outlines how PR education must evolve, emphasizing crisis management, finance, government relations, public affairs, ethics, and responsible technology use. Ultimately, the conversation challenges communicators to adapt without contributing to the very divisions that create demand for their expertise.Listen For2:33 How Is Polarization Changing Public Relations?5:38 Why Can Polarization Make PR More Valuable—and More Vulnerable?6:25 Is AI Reinforcing Bias and Deepening Polarization?9:01 Which Skills Will Future PR Professionals Need Most?12:00 Why Does Calling the Other Side “Stupid” Destroy Dialogue?Guest: Fred Cook, Director USC USC Annenberg Center for Public RelationsFred bioDoug DownsSubstack | Website | LinkedIn Subscribe to the Stories and Strategies PR podcast newsletter Are you a brand with a podcast that needs support? Book a meeting with Doug Downs to talk about it.Apply to be a guest on the podcastConnect with usLinkedIn | X | Instagram | You Tube | Facebook | Threads | Bluesky | PinterestSend us a note about this episode. We'll reply and thank you on a future episodeSupport the show