This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report.

This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured:

• Frank X. Shaw, Chief Communications Officer at Microsoft
• Melissa Waggener Zorkin, Global CEO of We. Communications
• Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin

The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices.

• AI's Impact on PR and the Role of Humanity 0:02
• Balancing AI and Humanity in Storytelling 2:31
• Fostering an AI-Ready Culture 5:49
• Challenges and Opportunities in AI Adoption 12:48
• AI in Media Relations and Measurement 16:21
• Preparing the Next Generation of PR Pros 22:17
• The Future of AI in PR 27:34

Key insights include:

AI as a Tool, Not a Replacement

The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential.

Creating an AI-Ready Culture

Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams.

Education and Skill Development

Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions.

Practical Applications

The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches.

Future Outlook

The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report."

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.

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.

Based on a survey to over 1,000 PR professionals, the 2025 Global Communications Report covers AI, hybrid work, generational shifts, influencer culture, and polarization are reshaping public relations.

To download the report, go to this link

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.

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 more multifaceted—and in some ways, more traditional—than many marketers assume.

Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication.

Moderated by Fred Cook, the conversation addresses key questions, including:

In what ways is Gen Z more similar to their parents than expected?

How do their views on stability, risk, and tradition split across subgroups?

Why does financial anxiety shape so many of their decisions?

What should communicators understand about Gen Z’s internal diversity?

How can media literacy become a strategic asset in engaging Gen Z?

Key Discussion Highlights
The report identifies three mindsets within Gen Z:

Neo-Traditionalists value stability and lean toward conservative ideals

Fluid Pragmatists take a cautious, balanced approach to major life decisions

Internet Age Explorers reject conventional paths in favor of experimentation and experience

Money as a Central Concern
Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.

A New Life Timeline
Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven.

The Implications for PR
Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement.

Media Literacy as a Core Competency
Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value.

Time markers
00:00 — Understanding Gen Z: A New Perspective
06:41 — The Three Cohorts of Gen Z
12:09 — Fluid Pragmatists: The Middle Path
17:37 — Internet Age Explorers: The Experimental Group
25:18 — Navigating the Future of PR with Gen Z
31:21 — Media Literacy and the Information Diet of Gen Z

Find the report here:
Gen Z: Life, Actually – Day One Agency
https://d1a.com/perspective/genz-life-actually

A production of the USC Annenberg Center for Public Relations at the University of Southern California.