The PR Future podcast from the USC Center for Public Relations (CPR) provides insight into the future of public relations and strategic communication. Student-produced and directed, the podcast originates from the USC Annenberg School for Communication and Journalism and is hosted by CPR Director and Golin Chairman Emeritus Fred Cook. Each season features discussions with public relations executives, academics, students and more as part of our mission to define the future of our industry and to develop those who will shape it. Past episodes have explored AI's growing role in PR, corporate and youth activism, media polarization and disinformation, brand purpose, and workplace culture — with conversations featuring leaders from Hollywood, Levi's, Ben & Jerry's, and top global agencies. Join us each fall and spring for discussions about the future of public relations, and audio replays of special events hosted by the Center for Public Relations. Join us each fall and spring for discussions about the future of public relations, plus audio replays of special events hosted by the Center for Public Relations.
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April 15, 202637 min
How GEO is changing the PR Industry
The future of search is here, and it's being rewritten by AI. In this episode, host Fred Cook sits down with Michael Sullivan and Lindsey Bastani from We. Communications to unpack the rise of Generative Engine Optimization (GEO), the new frontier that every brand, marketer, and PR agency needs to understand. As AI search engines reshape how people discover information, Michael and Lindsey break down what GEO is, why it's growing so fast, and what it means for the way businesses communicate online. Whether you're a marketing pro, a student, or just curious about where search is headed, this episode is packed with insights you won't want to miss. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
December 1, 202543 min
Inside Hollywood PR: A Conversation with Simon Halls
Guest Simon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working today Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Introduction to Simon’s Career — 0:00 From USC to Warner Bros: A Non-Linear Start — 1:07 Launching McDonald’s in Russia & Early Global PR Lessons — 3:16 Returning to the U.S. and Joining Golin — 5:42 Founding an Agency Before 30 (and Signing Future Icons) — 7:30 Scaling to PMK & Building a Global Entertainment PR Firm — 8:30 Returning to Boutique PR: Quality, Focus, and Client Loyalty — 10:30 How Technology Has Changed PR Workflows — 11:20 Why There Are More Entertainment Crises Than Ever — 13:06 Correcting Stories vs. Pitching Stories — 14:30 Why Relationships Are Still Everything in Entertainment PR — 15:50 Keeping Clients for 30+ Years — 18:24 Fashion, Brand Deals & How PR Intersects With Consumer Products — 20:11 Taylor Swift vs. The New York Times: What Actually Drives Audiences? — 22:22 Critic Scores vs. Audience Scores (Rotten Tomatoes and CinemaScore) — 24:46 Can PR Influence Reviews? Building “Champions” for a Film — 26:30 The Rise of Podcasts in Entertainment Campaigns — 30:22 Career Advice: Hiring, Internships & What He Looks For — 34:01 The Future of Entertainment PR: AI, Ethics, Adaptation — 36:29 Polarization, Hollywood, and Free Speech — 38:53 Closing Thoughts & Fight On — 42:33 Key Insights 1. Great PR Careers Are Built on Adaptability — and Luck Simon’s path — from Warner Bros intern to global publicist to founder of Apex — underscores how timing, curiosity, and willingness to jump into unfamiliar territory can set you apart in entertainment PR. His early experience launching McDonald’s in Russia shaped how he approached global media and crisis situations for the rest of his career. 2. Relationships Are Still the Currency of Entertainment PR Despite texting, email, and shrinking newsrooms, Simon emphasizes that trust, honesty, and consistent contact with journalists remain the foundation of the business. “The second you lose integrity with the press, you’re done.” 3. Audience Scores Matter More Than Critics Now While traditional reviews once shaped box office, today’s audiences look to Rotten Tomatoes audience scores, CinemaScore, and social buzz — prompting PR teams to focus on grassroots credibility and “champion building” with trusted culture editors. 4. Podcasts Are the New Press Tour Simon’s internal research shows the most successful movie campaigns of 2024–2025 leaned heavily on podcasts — often more than traditional entertainment outlets. Actors now view podcasting as a friendly, long-form platform to shape narrative and deepen fan connection. 5. AI Will Transform Entertainment — and Raise New Ethical Challenges From customizable film endings to synthetic performances, Simon warns that emerging AI capabilities will force Hollywood to confront questions of consent, compensation, and artistic integrity. PR teams must prepare to navigate this shifting landscape. 6. Loyalty Comes From Shared Journeys, Not Contracts Many of Simon’s clients have been with him for 30 years. Why? Deep trust, shared decision-making, crisis navigation, and a “family-like” partnership that has survived both career lows and Oscar wins. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
November 24, 202522 min
Interviewing AI About The Future of PR: A Conversation with Rupert
Guests Rupert — AI persona created by Joe Carreon Student Interviewers: Toma Battino, Joe Carreon Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Introducing Rupert — 0:00 How AI Is Impacting PR — 0:45 Will AI Replace Entry-Level Jobs? — 1:40 Who’s Adopting AI Faster — Young or Experienced Pros? — 3:06 Passion Projects & Standing Out in PR — 4:20 GEO (Generative Engineered Optimization) Explained — 5:10 Authenticity, AI, and the Fight Against Polarization — 6:39 AI Search vs. Google Search — 7:30 What Tools PR Students Should Know — 7:55 Crisis Communications in an AI World — 9:15 Ethics, Consent & Using Likeness in AI Content — 13:30 Should You Disclose When You Use AI? — 14:55 Common Blind Spots in AI Usage — 15:40 Accuracy & Where AI Gets Its Information — 16:31 How PR Shapes the Information AI Pulls From — 17:46 Managing Brand Reputation in the Age of AI — 17:58 How AI Perceives USC Annenberg — 18:50 What Professors Should Teach About AI — 19:13 What Rupert Looks For in New PR Hires — 20:20 Where AI Is Going in the Next 2–3 Years — 21:40 Should We Be Scared or Excited? — 22:07 Closing & Fight On — 22:53 Key Insights 1. AI Won’t Replace PR — It Will Redefine It Rupert 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 Communications Rupert 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 Matter Students 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 Essential From media monitoring to analytics to content drafting, students entering PR need demonstrable experience with: AI writing tools Social analytics software Media monitoring platforms Data interpretation & ethical judgment 6. Future AI Will Be Predictive, Personalized, and Creative Rupert envisions AI that: Adapts messaging in real time Predicts PR issues before they surface Assists with brainstorming and strategic planning Engages audiences in one-to-one communication at scale Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
November 17, 202526 min
Student Voices of The Relevance Report 2025: Sports
Guests Sierra Sohn — Author of “Where The Hell is My Money Going: A Gen Z Perspective” exploring Gen Z fandom, shareability, and what young audiences expect from the sports experience. Chinelọ Ogogor — Author of "Emerging Technologies for Sports Training, Biomechanics, and Injury Prevention" exploring biomechanics and the science-driven technologies elevating athlete performance and recovery. Ava Nichols — Author of "From Heartbeats to Headlines: The Communication Power of Athlete Health Data" exploring wearable tech, health data, and how technology forges new digital relationships between fans and athletes. Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown Why Sports Matter to Gen Z — 0:00 Shareability, Pop-Ups, and the New Fan Experience — 1:00 The Taylor Swift Effect & Cultural Momentum — 3:00 The Price Problem: Where Is Gen Z’s Money Going? — 4:30 AR Moments, Collectibles, and Immersive Stadium Touchpoints — 5:30 Wearables, Data, and the New Language of Sports — 7:12 Parasocial Accountability & Athlete Transparency — 8:30 Data Accuracy, Misinterpretation, and Competitive Edge — 9:15 Biomechanics: Science Meets Sports — 12:50 Is Tech an Advantage or the New Baseline? — 14:35 Fan Interaction: Live Polls, QR Codes, Betting, and Streaming — 16:11 AI in Sports: Prediction, Sentiment, and Betting Trends — 17:43 Will Sporting Events Start to Look Like Concerts? — 19:49 Cross-Cultural Collaborations: F1 x Hello Kitty & Swifties x NFL — 21:50 The Future of PR in Sports — 24:08 Communicating Value vs. Setting Prices — 27:29 Closing Reflections: Sports as a Shared Cultural Space — 28:21 Key Insights 1. Gen Z Is Redefining What Makes Sports “Worth It.” Sierra highlights that younger fans aren’t just buying tickets — they’re buying culture, exclusivity, and shareable moments. Experiences inspired by music and entertainment (Easter eggs, AR, photo ops) are central to keeping Gen Z engaged. 2. Wearables Create a New Digital Relationship Between Fans and Athletes. Ava explains how devices like Oura, Apple Watch, and WHOOP let fans “train like their heroes.” But access to athlete data also raises issues of accuracy, perception, and competitive intelligence. 3. Biomechanics Will Become Table Stakes for Performance. Chinelọ connects science and sport, showing how individualized biomechanical training can turn role players into high performers. Teams that don’t adopt these tools may quickly fall behind. 4. AI Adds New Storylines, Not Fewer. From US Open prediction models to sentiment analysis, students argue AI doesn’t kill excitement — it creates more to follow, debate, and engage with. 5. PR’s Role Expands as Sports Become More Technological and Cultural. Communicators must translate data, tech, culture, and fan psychology into clear stories. PR becomes the bridge between the science and the spectacle. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
November 1, 202531 min
Relevance Report 2025: Sports
Season 7, Episode 1 — "Relevance Report 2025: Sports" As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the industry’s biggest transformations — from AI and media disruption to purpose-driven storytelling. Guests: Jennifer Stephens-Acree — Founder & CEO, JSA Partners Kirk Stewart — USC Professor, Former Nike VP of Global Communications Maryanne Lataif — SVP, Corporate Communications, AEG Host: Fred Cook, Director, USC Center for Public Relations Discussion Breakdown The Rise of Women’s Sports — 0:02 Brand Sponsorship and Cultural Momentum — 3:00 The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00 College Athletics and NIL Impact — 8:30 The Transfer Portal and Fan Loyalty — 10:30 Technology and the Fan Experience — 17:20 Immersive Storytelling in Live Events — 19:30 Celebrity Athletes and Media Power — 22:20 The Future of PR in Sports — 25:40 Sports as the Great Unifier — 29:10 Key Insights 1. Women’s Sports Are Leading a Cultural Shift Jennifer Stephens-Acree spotlights the boom in women’s sports as both a cultural and commercial movement, where authenticity, storytelling, and activism have become the foundation for fan connection and brand relevance. 2. College Athletics Is at a Crossroads Kirk Stewart critiques the financial and ethical complexities of college athletics, from billion-dollar NIL deals to constant roster turnover. His forecast: a new model resembling the NFL, with athletes eventually recognized as employees. 3. Technology Is Reimagining the Fan Experience Maryanne Lataif reveals how AEG is revolutionizing live events with personalization tools, spatial audio, and real-time audience data, turning spectators into participants and deepening emotional connections to teams and artists. 4. PR’s Expanding Role in Sports The panel agrees that communicators are now central to shaping sports narratives — from athlete storytelling to immersive digital fan engagement — as PR bridges data, creativity, and cultural relevance. 5. Sports as a Unifying Force In an era of division, the guests identify sports as one of the last remaining shared spaces that bring people together, a reminder of PR’s power to connect communities through emotion and experience. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
June 9, 202528 min
PRWeek Replay: AI Activated Discussion
This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report. This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured: Frank X. Shaw, Chief Communications Officer at Microsoft Melissa Waggener Zorkin, Global CEO of We. Communications Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices. AI's Impact on PR and the Role of Humanity 0:02 Balancing AI and Humanity in Storytelling 2:31 Fostering an AI-Ready Culture 5:49 Challenges and Opportunities in AI Adoption 12:48 AI in Media Relations and Measurement 16:21 Preparing the Next Generation of PR Pros 22:17 The Future of AI in PR 27:34 Key insights include: AI as a Tool, Not a Replacement The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential. Creating an AI-Ready Culture Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams. Education and Skill Development Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions. Practical Applications The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches. Future Outlook The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report." The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance . Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
June 3, 202547 min
Mind The Gap: 2025 Global Communication Report Recap
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 link To find information about the International Association of Business Communicators (IABC), go to this link Key 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 creativity Hybrid Work : Redefining mentorship, collaboration, and team culture Shifting Trust : Younger audiences rely more on influencers than traditional media Skills for the Future : Media literacy and AI training are now essential Polarization : A rising challenge that demands thoughtful communication Gen Z’s Impact : Advocating for purpose-driven, inclusive, and authentic PR Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
May 21, 202537 min
Life Actually: A No Bullshit Study on the Future Gen Z Wants ft
Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually . The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume. Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication. Moderated by Fred Cook, the conversation addresses key questions, including: In what ways is Gen Z more similar to their parents than expected? How do their views on stability, risk, and tradition split across subgroups? Why does financial anxiety shape so many of their decisions? What should communicators understand about Gen Z’s internal diversity? How can media literacy become a strategic asset in engaging Gen Z? Key Discussion Highlights The report identifies three mindsets within Gen Z: Neo-Traditionalists value stability and lean toward conservative ideals Fluid Pragmatists take a cautious, balanced approach to major life decisions Internet Age Explorers reject conventional paths in favor of experimentation and experience Money as a Central Concern Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning. A New Life Timeline Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven. The Implications for PR Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement. Media Literacy as a Core Competency Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value. Time markers 00:00 — Understanding Gen Z: A New Perspective 06:41 — The Three Cohorts of Gen Z 12:09 — Fluid Pragmatists: The Middle Path 17:37 — Internet Age Explorers: The Experimental Group 25:18 — Navigating the Future of PR with Gen Z 31:21 — Media Literacy and the Information Diet of Gen Z Find the report here: Gen Z: Life, Actually – Day One Agency https://d1a.com/perspective/genz-life-actually Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
April 24, 202557 min
The Future of PR: Exploring Four Generations in the Workforce
Fred Cook kicks off a timely conversation on the future of public relations—through the lens of generational differences and shared experiences. The episode unpacks key insights from the USC Center for PR’s 2025 Global Communication Report: Mind The Gap , which examines how four major forces—AI, hybrid work, media evolution, and polarization—are reshaping the industry and impacting the four generations working within it. Moderated by Barby K. Siegel, Global CEO of Zeno Group, the panel explores questions like: How do different generations view AI’s role in the future of PR? What does true collaboration across age groups look like? How can organizations foster flexibility without sacrificing culture? How should communicators approach purpose-driven work amid growing polarization and risk aversion? Key Discussion Highlights: AI as a Tool, Not a Replacement: AI is seen as a career-enhancing tool that frees up time for creativity and strategic thinking — but panelists caution against using it as a crutch, emphasizing the need to maintain strong writing and critical thinking skills. Hybrid Work Expectations: Younger generations value autonomy and flexibility, with many willing to take pay cuts for remote options. But panelists stress that trust, clear expectations, and intentional relationship-building remain critical in hybrid settings. Media Consumption Gaps: Gen Z leans into social and influencer-driven media, while older generations still prioritize traditional outlets like The New York Times and CNN. The takeaway? Successful communicators must be media-fluid and audience-focused. The Purpose Divide: Younger employees (especially Gen Z) expect companies to take stands on social issues, even as overall industry willingness to engage has dropped sharply—from 89% in 2023 to 52% in 2025. Soft Skills Still Reign: From phone calls to peer reviews, interpersonal communication, empathy, and networking remain essential soft skills for all generations. Call for Collaboration: Panelists advocate for breaking down hierarchies by bringing younger professionals into leadership conversations early and often. Generational gaps should be "galvanized," not just "minded." Reports: 2025 Global Communication Report: https://annenberg.usc.edu/research/center-public-relations/global-communication-report Featuring: • Fred Cook (USC Annenberg Center for PR) • Kelly McGinnis (Levi Strauss & Co.) • Sona Iliffe-Moon (Yahoo) • Bill Imada (IW Group) • Kyndall L. Echols (fashion & brand communications consultant) Host: Fred Cook (@fredcook),Chairman Emeritus of Golin, Director of the USC Center for Public Relations, Author of Improvise: Unorthodox Career Advice from an Unlikely CEO Executive Producer: Ron Antonette Producers: Joe Carreon and Javiera Contreras Follow us: @USCCenterforPR on X , Instagram , and Facebook Subscribe to our newsletter: News from the USC Center for Public Relations Learn more: https://annenberg.usc.edu/research/center-public-relations This episode was recorded live at USC Annenberg. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
April 16, 202536 min
A conversation with Chantelle Darby, Accel's VP of Communications
Burghardt Tenderich, Professor of Professional Practice at USC, speaks to Chantelle Darby, VP of Communications for the global Venture Capital firm, Accel. Chantelle started her career on the agency side before leading Yelp through an IPO and working with Sheryl Sandberg on Lean In. Chantelle covers these roles and offers crucial advice for students and young professionals starting out in the industry. Featuring: Chantelle Darby, VP Communications, Accel Host: Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Executive Producer: Ron Antonette Producers: Marshall Winfield, Follow us: @USCCenterforPR (X, Facebook and Instagram) Newsletter: News from the USC Center for Public Relations Visit our website: https://annenberg.usc.edu/research/center-public-relations A production of the USC Annenberg Center for Public Relations at the University of Southern California. A production of the USC Annenberg Center for Public Relations at the University of Southern California. Production Credits A production of the USC Annenberg Center for Public Relations at the University of Southern California. Host: Fred Cook Executive Producer: Ron Antonette Season 7 Producers: Joe Carreon and Anvi Mahajan Production: Camille Culbertson, Jack Gisler, Toma Battino Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An Social Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris Apy Growth: Van Luu, Shaan Dhaliwal Links Follow 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 at annenberg.usc.edu/relevance
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