The Evolving World Of PR & Comms, With Pilaar Terry PR Future, The USC Center For Public Relations podcast

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PR Future, the USC Center for Public Relations Podcast

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AI In Your Workplace, with WE Communication’s Lindsey Bastani and Michael Sullivan 33:38

acum 14 weeks33:38

33:38

Episode Summary: 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 Future, host Fred Cook is joined by Lindsey Bastani and Michael Sullivan from WE Communications to discuss the impact of AI in the PR industry. The study tracks evolving perceptions and use of AI tools among PR and communication professionals over the past year. Bastani and Sullivan share insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry. Episode Guests: Lindsey Bastani, EVP, Technology, WE Communications Michael Sullivan, VP, Strategic Insights, WE Communications Description: This episode is grounded in a year-on-year study showing communicators are now more familiar with AI's capabilities and key use cases, including content creation, data analysis, and media landscape research. The conversation also highlights the importance of senior leadership in fostering a culture of AI adoption, learning, and experimentation, as this leads to increased job satisfaction and value perception. Despite initial concerns, communicators are now more confident and see AI as a tool to enhance, rather than replace, their roles. The discussion also touches on the need for training and the potential for AI to streamline tasks and improve efficiency. Highlights: Discussion on the changing perceptions of AI within the PR industry over the past year [1:21] Strategies for creating a culture that encourages AI adoption, including leadership support and employee autonomy [5:32] How PR professionals are using AI to create content, analyse data, and research the media landscape [8:51] Importance of developing AI skills and expertise, especially for new / young professionals [13:07] Decreased concern and untapped use cases, particularly enhancing media relations [15:58] Future predictions, including the rise of more specialized AI tools tailored to communicators' needs [24:04] Advice for students and professionals on incorporating AI into their work [28:39] Resources: Energized by AI: How Technology is Changing Communicators’ Relationship to Work - we-worldwide.com/energized-by-ai USC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research 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 and Isadora Binder-Helenchilde Follow us: @USCCenterforPR (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads) Connect on LinkedIn: https://www.linkedin.com/company/usccenterforpr 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.…

PR Future, the USC Center for Public Relations Podcast

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Strengthening workplace culture through communication, with David Michaelson, PhD 35:38

acum 18 weeks35:38

35:38

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 corporate culture following shifts to hybrid and remote working and emphasize how internal communications can be used to build employee engagement and preserve company identity. Reports: Staffbase: https://staffbase.com/en/pressreleases/communication-breakdown-61-of-employees-unlikely-to-stay-in-their-job-cite-poor-communication-among-top-reasons/ Research by USC Annenberg & Staffbase Highlights the Critical Role of Internal Communication in Retention and Engagement Communicating Culture During A Hybrid Revolution: https://annenberg.usc.edu/sites/default/files/2024/07/24/USC-IABC_FOW__Report_Jul244.pdf Featuring: Dr. David Michaelson, USC Research Fellow and Principal of David Michaelson & Company 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: Isadora Binder-Helenchilde and 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.…

PR Future, the USC Center for Public Relations Podcast

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A Deep Dive into Gen Z's Scrolls with Day One Agency's Josh Rosenberg 26:47

acum 50 weeks26:47

26:47

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. The discussion uncovers the nontraditional news sources and the 'always on' media engagement that characterize Gen Z's unique media landscape. Josh shares his insights on how brands can tap into these behaviors to make a meaningful impact on a generation that is reshaping the rules of engagement. Fred and Josh discuss how the concept of "prime time" has evolved into a continuous phenomenon for this generation, with many waking up and immediately reaching for their phones. And they reflect on the rise of the "recommendation generation," where influencers and peers hold significant sway over brand perceptions. From the importance of trend-responsive content to the creation of 'writer's rooms' for monitoring platform trends, Josh emphasizes the need for agility in content creation. For the complete study and more on media and how to reach Gen Z, visit the Day One Agency website at https://d1a.com/perspective . This study is published at https://d1a.com/perspective/day-one-agency-usc-annenberg-gen-z-study Still have questions? Ask GenZ directly at askgenz.com . Disclaimer: This conversation was recorded prior to the introduction of H.R. 7521, a bill that could effectively ban TikTok in the United States. As such, this podcast episode only provides insight into how organizations and Gen Z thought about TikTok without the implications of a ban. Featuring: Josh Rosenberg, Co-founder & CEO, Day One Agency Host: Fred Cook ( @fredcook ), Chairman Emeritus 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: @USCCenterforPR (Twitter, 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.…

PR Future, the USC Center for Public Relations Podcast

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Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman 36:40

acum 1 year36:40

36:40

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 in the modern world and remain pervasive in the minds of millions? In honor of the upcoming Super Bowl, we’re revisiting the 2023 M&M Super Bowl campaign with Jessica Adelman, Senior Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose. Featuring: Jessica Adelman, Senior Vice President, Corporate Affairs at Mars Wrigley Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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2024 Relevance Report Discussion: Welcome to AI 57:20

acum 1 year57:20

57:20

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 for AI to revolutionize PR, comparing it to the invention of electricity. Listen to our insights on how AI could bring about a culture change in the industry and why it's important to view technology as an investment. We wrap up with a discussion on the ethical considerations of AI in communication and encourage our listeners to approach AI tools thoughtfully and responsibly. Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg. A production of the USC Annenberg Center for Public Relations at the University of Southern California.…

PR Future, the USC Center for Public Relations Podcast

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How AI is transforming the future of PR and communications 25:58

acum 2 years25:58

25:58

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 Clarke of Cometrics, and Bobby Lincoln of PeakMetrics, to explore this fascinating topic. Our conversation delves into the need for communicators to become more data-savvy and how these tools can support our gut instincts with solid data. In our conversation, we focus on the crucial issues of ethics and accuracy as we explore the initial reactions to AI-powered tools. We also delve into the necessary skills that communicators will need to incorporate AI effectively in the future. Our panelists provide valuable insights into how to address concerns and leverage opportunities that AI presents for brands to better understand their customers. Looking ahead, we examine the potential impact of AI technology on jobs and industries, as well as the importance of ensuring accuracy in a world where AI is continuously evolving. We discuss the need for governing bodies to establish standards for AI, the question of content ownership in AI-generated work, and the responsible use of this technology. Tune in to this episode of #PRFuture to learn more, and download the 2023 Global Communication Report at www.annenberg.usc.edu/gcr . Moderator: Doug Dawson, Director, Global Communications, Microsoft and USC Annenberg faculty Featuring: Aaron Kwittken, CEO & Founder, PRophet, Comms Tech Cloud CEO, Stagwell Global Ed Clarke, CEO and Founder, Cometrics Bobby Lincoln, COO and Co-Founder, PeakMetrics Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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PR & Its Role in Mental Health Support 40:04

acum 2 years40:04

40:04

The COVID-19 pandemic has been the most significant disruption of our lives. Its impact has been far-reaching, altering our work habits, communication styles, and even our priorities. Most importantly, it sparked a widespread discussion about mental health. In this episode, we are joined by guests who wrote about mental health in USC Center for PR’s 2023 Relevance Report. They take a deep dive into how workplaces have addressed mental health issues and its growing relevance in contemporary society. We will uncover the factors driving the growing awareness of mental health concerns, from the influence of social media on younger generations to the heightened attention employers are paying to their employees' mental well-being. Our panelists also discuss themes such as the great resignation and employer-driven mental health initiatives in the context of public relations. Whether it's by seeking out support for yourself or advocating for mental health initiatives in your organization, everyone has a role to play in promoting mental health and well-being. To learn more, tune in to this episode of #PRFuture, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance . Featuring: Jeffrey Cole, USC Annenberg Center for the Digital Future Bill Imada, IW Group Jacqueline Liu, The Pollack Group & USC Annenberg Professor Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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Making an Impact: Grubhub, NBCUniversal, and Union Pacific Railroad on Corporate Social Engagement 35:19

acum 2 years35:19

35:19

The USC Center for PR’s 2023 Relevance Report found that 47% of consumers believe corporations should get involved with social issues by focusing on internal policies and issues. But what does that look like in action? In this episode, we talk with communication leaders spearheading various corporate social engagement efforts at their organizations. Discover the philosophy behind the creation of corporate social engagement programs such as NBCUniversal's Creative Impact Lab, Grubhub's initiatives to assist independent restaurants during the pandemic and Union Pacific Railroad's strategies for employee engagement. While corporate social engagement exists in a variety of forms, professionals agree that one thing is constant: Companies must stay true to their core values and business model. Tune in to this episode of #PRFuture to learn more, and download the 2023 Relevance Report at https://annenberg.usc.edu/relevance . Featuring: Clarissa Beyah, Union Pacific Railroad and USC Annenberg Hilary Smith, NBCUniversal Dave Tovar, Grubhub Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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Public Relations in the Age of Social Media with TikTok Satirist ColorMeLoverly 39:05

acum 2 years39:05

39:05

TikTok has knocked down the wall between public figures and their audiences, putting celebrities and high profile individuals in closer contact than ever before. Inspired by the Harry and Megan interview with Oprah Winfrey, ColorMeLoverly has blown up on TikTok for her comedic and relatable takes on the public relations field and the irony of this new transparent communication. Public relations TikTok accounts are few and far between when compared to news accounts, something Clara has properly taken advantage of. Her personal know-how of pop culture, the current social media buzz, and awareness of what’s going on in the news culminates into the Tik Toks that she feels are the most relatable. In this episode, Fred talks with Clara about just how truthful her TikTok videos are and the ever more relevant role of public relations professionals today as they have to transverse the growing importance of social media. Featuring: Clara @colormeloverly on TikTok Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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Driving Corporate Activism with Lyft's Dominic Carr 26:32

acum 2 years26:32

26:32

How far should a company go with corporate activism? Lyft is setting the example for how companies should use corporate activism to speak out on issues. Last year, Texas passed the Heartbeat Act, which banned women from receiving abortions after the detection of a fetal heartbeat. The bill went even further, putting Lyft drivers who take women to abortion clinics at legal risk. The team at Lyft was quick to speak out against the legislation, and ensured drivers that they would cover legal fees and offer additional support if they were caught in trouble for bringing people to access essential health care. Uber followed suit quickly after Lyft’s statement, highlighting how Lyft is setting an example for how to conduct corporate activism. Back in October, Fred Cook spoke with Dominic Carr, EVP of Communications & Marketing at Lyft. He joined Lyft just a year and a half ago and has already put the pedal to the metal when it comes to corporate activism. In this episode, Fred and Dominic discuss how a company can act on a broader corporate purpose, and how to do it right. Featuring: Dominic Carr, EVP of Communication & Marketing at Lyft Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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The Future of Corporate Activism 48:13

acum 3 years48:13

48:13

As a bookend to our third season of episodes, we are presenting a replay of our Kenneth Owler Smith Symposium on Public Relations, held at USC Annenberg, on the topic of “The Future of Corporate Activism.” The panel was moderated by our Dean, Willow Bay , and featured leaders from companies that are actively engaged in communicating about and supporting social justice issues: K. Corley Kenna , head of communications and policy, Patagonia Dominic Carr , vice president, communications, Lyft Elyse Cohen , vice president, social impact and inclusion, Rare Beauty Sean Greenwood , director of PR and communications, Ben & Jerry’s The discussion followed the release of our 2022 Global Communication Report on the topic, which can be found at annenberg.usc.edu/gcr . You can find the full video replay, including Fred Cook's presentation and student Q&A on our YouTube channel — bit.ly/USCCPR_YouTube . We'll be back after our summer break with a new season of conversations about our industry, or sooner if news warrants. And congratulations to our founding producer, ZaZu Lippert, on graduating with honors from USC this week! Follow her at zazulippert.wordpress.com. A production of the USC Annenberg Center for Public Relations at the University of Southern California.…

PR Future, the USC Center for Public Relations Podcast

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Building With Purpose: Elyse Cohen of Rare Beauty 29:26

acum 3 years29:26

29:26

Inspired by Selena Gomez’s own mental health journey, Rare Beauty was built with a focus on mental health as the heart of its brand. When Rare Beauty was launched in September 2020, its commitment to truly making a difference through de-stigmatizing mental illness and spreading resources and self-love through their products and programs was evident. But when the brand was being conceptualized, incorporating social responsibility and community impact into the products and everyday practices of a beauty brand was uncharted territory. Enter Elyse Cohen, Vice President of Social Impact & Inclusion at Rare Beauty. Cohen has championed social impact efforts at even more companies and organizations, most notably working with former First Lady Michelle Obama as the deputy director of the national “Let’s Move!” campaign. And in her time thus far at Rare Beauty, she has helped create the mold for what a purpose-driven beauty brand looks like. In this episode, Elyse and Fred discuss how Rare Beauty has reached its vision of spreading self-love and mental health resources for all in the age of social media and unrealistic beauty standards. From partnering with an array of mental health nonprofits to donating over $1.2 million in proceeds through the Rare Impact Fund, Elyse describes how Rare Beauty’s everyday operations put social engagement at the forefront of its brand. Featuring: Elyse Cohen ( @ElyseCohen ), VP of Social Impact & Inclusion at Rare Beauty Host: Fred Cook ( @fredcook ), Chairman Emeritus 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 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.…

PR Future, the USC Center for Public Relations Podcast

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Combating Media Bias with Vanessa Otero of Ad Fontes Media 32:46

acum 3 years32:46

32:46

In 2016, patent attorney Vanessa Otero posted a chart on the web. It was a simple graphic, rating the bias of news sources. And it went absolutely viral. This chart was the first of many iterations of the Ad Fontes Media Bias Chart, a map that helps news consumers, educators and communications pros navigate the complexities of today’s media landscape. While the chart began as Otero’s own content analysis work, today, it is created by a team of professional analysts who are politically balanced, and who review media sources every day. Despite the state of today’s polarized media landscape, Otero remains an optimist. She believes that we can all learn how to safely navigate our current media environment and reduce polarization — as long as we take purposeful steps to become more media literate. Brands, Otero says, have an undeniable role to play in increasing media literacy, and the Media Bias Chart and other tools can help. In this episode, Vanessa and Fred discuss ways that communications professionals can combat polarization and how the current media landscape influences our profession. Vanessa also provides tips on how we can all cultivate a healthier “news diet,” filled with unbiased facts. For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U. Featuring: Vanessa Otero ( @vlotero ), CEO and Founder of Ad Fontes Media Host: Fred Cook ( @fredcook ), Chairman Emeritus 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: @USCCenter4PR (Twitter, 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.…

PR Future, the USC Center for Public Relations Podcast

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Brand Purpose Best Practices with Burghardt Tenderich and Julia Kiefaber 34:23

acum 4 years34:23