The public relations industry is undergoing a seismic shift, driven by artificial intelligence, hybrid work, a changing media landscape, and deepening political divides.

Across four generations — Gen Z to Baby Boomers — PR professionals are navigating these transformations, each with unique perspectives on where the industry is headed.

On this episode of PR Explored, we discuss the findings of this year’s USC Annenberg School for Communication and Journalism‘s survey, as compiled in its Global Communication Report.

“The future of the PR industry depends upon how tomorrow’s leaders tackle the critical issues we are beginning to face today,” said Fred Cook, director of the USC Annenberg Center for Public Relations and chair emeritus of Golin.

Cook is my guest on this latest episode of PR Explored.

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About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.