As AI continues reshaping communications, this episode marks a first for PR Future: an in-depth interview with someone who has never worked a day in public relations, because he isn’t human. Fred Cook sits down with Rupert, an AI persona created by USC Annenberg students via ChatGPT, to explore how artificial intelligence is changing PR, the job market, crisis communications, content discovery, and the skills young professionals need to thrive. Through questions from Fred and student guests, Rupert offers insights on AI literacy, ethical concerns, GEO (Generative Engineered Optimization), and how PR leaders can shape the information ecosystem AI learns from.
Rupert — AI persona created by Joe Carreon
Student Interviewers: Toma Battino, Joe Carreon
Host: Fred Cook, Director, USC Center for Public Relations
Introducing Rupert — 0:00
How AI Is Impacting PR — 0:45
Will AI Replace Entry-Level Jobs? — 1:40
Who’s Adopting AI Faster — Young or Experienced Pros? — 3:06
Passion Projects & Standing Out in PR — 4:20
GEO (Generative Engineered Optimization) Explained — 5:10
Authenticity, AI, and the Fight Against Polarization — 6:39
AI Search vs. Google Search — 7:30
What Tools PR Students Should Know — 7:55
Crisis Communications in an AI World — 9:15
Ethics, Consent & Using Likeness in AI Content — 13:30
Should You Disclose When You Use AI? — 14:55
Common Blind Spots in AI Usage — 15:40
Accuracy & Where AI Gets Its Information — 16:31
How PR Shapes the Information AI Pulls From — 17:46
Managing Brand Reputation in the Age of AI — 17:58
How AI Perceives USC Annenberg — 18:50
What Professors Should Teach About AI — 19:13
What Rupert Looks For in New PR Hires — 20:20
Where AI Is Going in the Next 2–3 Years — 21:40
Should We Be Scared or Excited? — 22:07
Closing & Fight On — 22:53
Rupert positions AI as a shift, not a takeover. Routine tasks will be automated, but strategy, creativity, and relationships remain uniquely human. Entry-level roles will evolve, not disappear.
With people turning to AI for search, GEO becomes essential. Communicators will need to create content that AI can understand, trust, and surface — marking a new era of “authentic earned media.”
Rupert identifies monitoring, rapid analysis, and early messaging as AI’s strengths in crises — but empathy, accountability, and credibility must come from humans.
Students challenge Rupert about consent, deepfakes, and whether creators should disclose AI involvement. Rupert stresses transparent use (for now) and careful respect for identity and likeness.
From media monitoring to analytics to content drafting, students entering PR need demonstrable experience with:
AI writing tools
Social analytics software
Media monitoring platforms
Data interpretation & ethical judgment
Rupert envisions AI that:
Adapts messaging in real time
Predicts PR issues before they surface
Assists with brainstorming and strategic planning
Engages audiences in one-to-one communication at scale