PRWeek Replay: AI Activated Discussion

From PR Future, the USC Center for Public Relations Podcast by USC Annenberg Center for Public Relations, Fred Cook, University of Southern California

June 9, 2025 · 29 min · Season 6

About this episode

A discussion on how AI is transforming the public relations industry with insights from industry leaders.

In case you missed it: PRWeek's Steve Barrett hosts a conversation about our 2025 Relevance Report: AI Activated with guests Frank X. Shaw, Chief Communications Officer at Microsoft, Melissa Waggener Zorkin, Global CEO of WE Communications, and Fred Cook, our Center for PR director. The trio discuss how AI is changing how communicators work, create, and connect and how it makes people in our industry feel more valued. 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.

People in this episode

Host: Steve Barrett

Guests: Frank X. Shaw, Melissa Waggener Zorkin, Fred Cook

Topics covered

  • AI in public relations
  • communication
  • future of work
  • technology
  • value in industry

Keywords

  • AI
  • public relations
  • communication
  • technology
  • 2025 Relevance Report

Mentioned in this episode

Organizations: Microsoft, WE Communications, USC Annenberg Center for Public Relations, annenberg.usc.edu

Books & works: 2025 Relevance Report: AI Activated

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