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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 discussio
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Contact path
Verified email
Booking probability
32%
Guest openness
Selective
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Signup to Generate a PitchThe 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.
Recent episodes include "A Quiet Shift: The Reshaping of Corporate Communication." (29 September 2026, 21 minutes), "How GEO is changing the PR Industry" (15 April 2026, 37 minutes), and "AI Is Changing How Brands Are Found. Can PR Keep Up?" (5 February 2026, 37 minutes).
PR Future, the USC Center for Public Relations Podcast publishes roughly every two weeks, with episodes averaging 36 minutes across 47 episodes.
Booking probability for PR Future, the USC Center for Public Relations Podcast is 32%, and the host is rated Selective on guests. PR Future, the USC Center for Public Relations Podcast requires a Pod Score of 81 or higher. PR Future, the USC Center for Public Relations Podcast's contact route on record: verified email.
The strongest fits for PR Future, the USC Center for Public Relations Podcast are Marketing, Advertising & PR. PR Future, the USC Center for Public Relations Podcast has a business audience.
PR Future, the USC Center for Public Relations Podcast is a business show with 47 episodes published.
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Episode #1
Fred Cook, David Michaelson, Ada Li, and Matt Wang discuss “A Quiet Shift,” a study from the USC Annenberg Center for Public Relations that examines how a more polarized environment is reshaping corporate communication...
Episode #5
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...
Episode #5
<p>This episode explores Generative Engine Optimization (GEO) and how LLMs are making an impact on the Public Relations industry. Fred, Michael, and Lindsay discuss three years of joint research on AI in communications...
Episode #4
<h2>Guest</h2><p>Simon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working today</p><p>Host: Fred Cook, Director, USC Center for Public...
Episode #3
<h2>Guests</h2><p>Rupert — AI persona created by Joe Carreon</p><p>Student Interviewers: Toma Battino, Joe Carreon</p><p>Host: Fred Cook, Director, USC Center for Public Relations</p><h2>Discussion...
Episode #2
<p>Guests</p><p>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.</p><p>Chinelọ Ogogor —...
Episode #1
<p>Season 7, Episode 1 — "Relevance Report 2025: Sports"</p><p>As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the...
PR Future, the USC Center for Public Relations Podcast
<p>This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report. </p><p>This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of...
Episode #8
<p>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...
Episode #7
<p>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...
Episode #6
<p>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...
Episode #5
<p>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...
Episode #4
<p>Faryar Borhani, Sona-Iliffe Moon, Jeff Beringer, Christina Bellantoni, and Michael Kittilson join Fred Cook to discuss the USC Annenberg Center for Public Relations' latest Relevance Report: AI Activated. The...
Episode #3
<p>As part of USC Annenberg’s PR Futures podcast, Professor Burghardt Tenderich spoke with USC alum and former Annenberg Executive in Residence, Pilaar Terry. Pilaar is currently the Managing partner and COO of POV...
Episode #2
<p>Episode Summary:</p><p>New research from WE Communications and USC Annenberg Center for Public Relations finds communication professionals who frequently use AI are more excited to come to work. In this episode of PR...
Episode #1
<p>USC Research Fellow and Burson, Ogilvy, and Teneo alum David Michaelson, PhD, joins Fred Cook to discuss USC’s latest research on internal communications and the future of work. They note challenges in maintaining...
Episode #2
<p>In this episode, Josh Rosenberg, CEO of Day One Agency, joins Fred Cook to discuss the results of a real-time ethnographic study about Gen Z media habits that Day One and the USC Annenberg collaborated to conduct...
Episode #1
<p>M&M’s is Gen Z’s favorite brand. Its spokescandies are beloved by all, so much so that any minor change to their cadence can cause a political discourse and polarize the nation. How does a legacy brand stay relevant...
PR Future, the USC Center for Public Relations Podcast
<p>In this episode, we navigate through the transformative impact of AI on the PR industry, discussing its potential for crisis communication, risk assessment, and countering disinformation. We reflect on the potential...
Episode #5
<p>How is AI transforming the public relations industry, and what does it mean for PR professionals? We recently hosted a captivating discussion with a panel of AI pioneers, including Aaron Kwittken of PRophet, Ed...
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