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
A production of the USC Annenberg Center for Public Relations at the University of Southern California.
Host, Fred Cook
Executive Producer, Ron Antonette
Season 6 Producers, Javiera Contreras, Anahita Mehra, Joe Carreon, Marshall Winfield
Created by ZaZu Lippert
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.
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