PR Future, the USC Center for Public Relations Podcast

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.

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.

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.

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.

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.

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.

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.

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.

Our student-produced podcast series, #PRFuture, returns with all-new episodes and interviews starting on January 31. We continue to look at causes, as featured in the Relevance Report, and introduce listeners to some new voices in the PR industry. Find our past episodes wherever you download your favorites. Find our Relevance Report at annenberg.usc.edu/relevance and our Global Communication Report at annenberg.usc.edu/gcr.

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 Dominic CarrElyse Cohen Sean GreenwoodThe 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.

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.

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.

Creating a truly purpose-driven communications campaign is a nuanced and laborious process — one that has become increasingly crucial in the world of public relations. In an era where brands are expected to be a part of social change efforts and use their influence for good, it is essential that companies have a road map for creating authentic campaigns that make an impact. Luckily, our team at the Center for Public Relations analyzed almost 300 purpose campaigns in early 2020 to create just such a map. Our associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, who led this research and the resulting study entitled “Trends and Best Practices in Brand Purpose Communications,” share some insights from their work for practitioners in this episode of #PRFuture. Tune in to hear Fred, Burghardt and Julia discuss everything from using your organization’s channels to make change to the future of purpose-driven communications in the global landscape. 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: Burghardt Tenderich (@btenderich), Associate Director of the USC Center for Public Relations, USC Annenberg Professor Julia Kiefaber, Director of Strategic Planning at Weber Shandwick, Industry Fellow at the USC Center for Public Relations 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.

This past year and a half has been nothing short of historic. As we’ve chronicled momentous events in real time through a communications lens this season, our guests have provided invaluable insight into effectively addressing some of the most prominent social issues of today. Change, especially large-scale social change, is never easy. But through our research this past year, we’ve discovered that communications professionals have a significant role to play in creating it. How we work, why we create the content and campaigns that we do and who we stand up for will all play a role in the formation of our new normal. In this special season finale episode, Fred and ZaZu bring together what they’ve learned from prominent communicators, political researchers and journalists this season in the context of the 2021 Global Communication Report. ZaZu and Fred will review some of the best advice they’ve received from our guests on everything from diversifying the workplace and leading with purpose to navigating the complex social media landscape and communicating effectively in a polarized nation. This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. 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: 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 Guest Host: ZaZu Lippert (@zazu_lippert), Noemi Pollack Scholar, USC Warren Bennis Scholar, B.A. in Public Relations, USC ‘22. Executive Producer of the #PRFuture podcast, co-author of “Trends and Best Practices in Brand Purpose Communication.” 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.

Political scientist Jennifer Kavanagh believes that there’s more behind polarization than just the existence of opposite perspectives. In 2018, she published a report with RAND CEO Michael D. Rich that proposes a framework for understanding one of the deeper issues behind the division in our country: truth decay. In a nutshell, the phrase “truth decay” describes four different trends around facts and opinion contributing to the shift away from data: increasing disagreement around facts and data, the blurring of the lines between the two, increased influence of opinion and commentary and declining trust in key institutions. In this episode, Fred and Jennifer discuss where these trends stem from and how they’re contributing to our current national landscape. Jennifer also proposes some potential strategies for combating truth decay, including how businesspeople and scholars can uniquely respond to this national issue. This discussion is part of our series on the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 Featuring: Jennifer Kavanagh (@jekavanagh), Director of Strategy, Doctrine, and Resources Program at RAND Arroyo Center. Senior Political Scientist and Professor, Pardee RAND Graduate School 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) Click here to subscribe to our newsletter 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.

In her book “High Conflict: Why We Get Trapped and How We Get Out,” journalist and author Amanda Ripley introduces the framework that there are two types of conflict: high conflict and good conflict. In America, Ripley believes that we are stuck in a vicious cycle of high conflict — one that is destructive and unproductive. But as Ripley tells us, there is still hope for the future, for us to return to a place of good conflict. In this episode, Fred and Amanda discuss some of the ways that corporate communications are impacted by high conflict and might play a role in supporting the return to good conflict, as well as how we can best communicate the facts to our audiences in a time when people find it increasingly difficult to agree on what the facts even are. This discussion is part of our series on the 2021 Global Communication Report on public relations, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. For more, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 Featuring: Amanda Ripley (@amandaripley), New York Times Bestselling Author and journalist Host: Fred Cook (@fredcook), Chairman Emeritus of Golin, a global public relations 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 Key Words: Public relations, polarization, politics, media, election, business, government, purpose, communications, unity, #PRFuture, high conflict, journalism, good conflict A production of the USC Annenberg Center for Public Relations at the University of Southern California.

From cooking red and blue spaghetti while hosting Democrats and Republicans around her dining room table to leading dinner events with hundreds of people from diverse political viewpoints in communities across the nation, social sculptor Philippa Hughes has been entrenched in the polarization issues that plague our country, and intent on solving them through grassroots efforts to start conversations. Her dinner series, “Looking for America,” aims to bring people together across the political divide to have frank conversations about politics and try and find common ground. In this episode, Fred and Philippa discuss the current state of polarization nationwide, trends in political conversation that Philippa has identified through her work and how we might be able to help bridge the great political divide as communications professionals. This discussion is part of our series previewing the 2021 Global Communication Report, available now at https://annenberg.usc.edu/research/center-public-relations/global-communication-report. Featuring: Philippa Hughes (@philippahughes_), Social Sculptor 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.

While it seems like people with different political ideologies can’t agree on anything these days, one thing we can all agree on is that our nation is polarized; perhaps like it never has been before. As we enter into a new political era with messaging focused on reaching across the divide and restoring a sense of unity, we talked with Christina Bellantoni, an expert on all things politics and polarization who spent 12 years reporting in Washington, about the future of polarization. In this episode, Fred and Christina discuss how we can combat some concerning predictions for the future indicating an increase in fake news and conspiracy theories, how journalists and PR pros can work together to promote the return of honest communication, and ways we might be able to turn hope for the future as we navigate this pandemic into decisive action for change. This discussion is part of our series previewing the 2021 Global Communication Report, coming soon. View the preliminary results at https://center4pr.medium.com/usc-annenberg-study-finds-polarization-of-america-will-likely-increase-despite-calls-for-national-49c02ebb623f Featuring: Christina Bellantoni (@cbellantoni), Director of USC Annenberg Media Center and former L.A. Times editor, D.C. reporter 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.

The Gen Z and Millennial audience is often an enigma; to seasoned PR practitioners, their obsession with TikTok videos clocking in at 60 seconds or less, the ever-evolving Instagram culture and their use of various media channels as catalysts for change — such as during the Black Lives Matter movement — can be hard to puzzle through. This week, we talked with three USC Annenberg PR students who tackled various aspects of the future of our industry in their essays for the 2021 Relevance Report to discuss the habits of their generation and where they think the communications industry is headed. Adrine Keosian, Melvin Dilanchian and ZaZuLippert offer insights into which channels are the best to reach young people through, the emerging focus on purpose-driven communications and its importance and what young people expect from brands in the future. This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at annenberg.usc.edu/research/center-public-relations/relevance-report. Featuring: Adrine Keosian, M.A. in Strategic Public Relations and Advertising, USC ‘21 Melvin Dilanchian, M.A. in Strategic Public Relations and Advertising, USC ‘21 ZaZu Lippert, B.A. in Public Relations, USC ‘22 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.

As we inaugurate a new president amidst a pandemic and civil unrest, new data from the 2021 Global Communication Survey gives us valuable insight into what this next year may hold. In this episode, our guest Dr. Ulrike Gretzel, senior research fellow at the USC Center for Public Relations, discusses the preliminary findings with Fred, exploring the expected impacts of the Biden administration on activism, polarization, diversity and inclusion and more. As they dive into predictions including increased political polarization, an increase in activist expectations of business involvement in social causes and a largely divided opinion on whether we will experience new unity or increased civil unrest, Dr. Gretzel imparts how we can communicate effectively in these divided states of America, and how it will take the efforts of government, business and media together to unify our country again. View the preliminary results at https://center4pr.medium.com/despite-bidens-call-for-national-unity-usc-annenberg-survey-forecasts-increased-polarization-and-3ac413de60b Featuring: Dr. Ulrike Gretzel (@UlrikeGretzel), Research Fellow at the USC Center for Public Relations 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.