In this episode of PR Future, Fred Cook is joined by Barby Siegel, Global CEO of Zeno Group; Matt Tidwell, Director of Professional Graduate Studies, William Allen White School of Journalism and Mass Communications, University of Kansas, and board member, the International Association of Business Communicators (IABC); Victoria Hamilton, senior director of strategic planning, Zeno Group; and David Michaelson, Research Fellow at the USC Center for Public Relations. Together, they unpack the findings of the 2025 Global Communication Report, developed by the USC Center for PR in conjunction with Zeno Group and IABC. Together, they examine the rapidly evolving landscape of public relations, addressing the growing influence of AI, the rise of hybrid work models, and shifting generational expectations. The discussion explores the contrast between influencer marketing and traditional media, the crucial role of media literacy in combating misinformation, and the challenges of navigating an increasingly polarized media landscape. Emphasizing authenticity, mentorship, and inclusion, the panel highlights how Gen Z and other emerging voices are reshaping the future of PR—and why the industry has reasons to be optimistic.
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
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