PR Future, the USC Center for Public Relations Podcast

A Conversation with NextGen PR Practitioners

Episode Summary

As we wrap up our review of the 2021 Relevance Report, Fred Cook talks with our student contributors, USC Annenberg students Adrine Keosian, Melvin Dilanchian and ZaZu Lippert to get a pulse on the Millennial and Gen Z market, and where they think the PR industry is headed.

Episode Notes

The Gen Z and Millennial audience is often an enigma; to seasoned PR practitioners, their obsession with TikTok videos clocking in at 60 seconds or less, the ever-evolving Instagram culture and their use of various media channels as catalysts for change — such as during the Black Lives Matter movement — can be hard to puzzle through. This week, we talked with three USC Annenberg PR students who tackled various aspects of the future of our industry in their essays for the 2021 Relevance Report to discuss the habits of their generation and where they think the communications industry is headed. 

Adrine Keosian, Melvin Dilanchian and ZaZuLippert offer insights into which channels are the best to reach young people through, the emerging focus on purpose-driven communications and its importance and what young people expect from brands in the future. 

This discussion is part of our series reviewing the 2021 Relevance Report, a collection of essays from industry leaders which explores how to communicate with American consumers during this unprecedented time of COVID-19 and heightened political divide. Download your copy of the 2021 Relevance Report today at


Adrine Keosian, M.A. in Strategic Public Relations and Advertising, USC ‘21

Melvin Dilanchian, M.A. in Strategic Public Relations and Advertising, USC ‘21

ZaZu Lippert, B.A. in Public Relations, USC ‘22



Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations


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