The Future of PR: Exploring Four Generations in the Workforce In this special episode from the 2025 Kenneth Owler Smith Symposium, industry leaders dive into the forces reshaping public relations — AI, hybrid work, media changes, and polarization — and discuss how they impact the four generations working in PR today. Moderated by Zeno Group’s Global CEO, Barby K. Siegel, the panel address the importance of values, flexibility, and collaboration in navigating these challenges. The discussion was based on the USC Center for PR’s 2025 Global Communication Report: Mind The Gap. The panelists address the integration of AI in work, emphasizing its role as a tool rather than a replacement for human creativity and critical thinking. The conversation covers the evolving media landscape, noting Gen Z's preference for digital media over traditional outlets. Panelists stress the significance of trust, authenticity, and authority in media, and the need for companies to balance culture in hybrid work environments. They also discuss the importance of soft skills, such as communication and networking, in fostering generational collaboration and effective PR practices.
Fred Cook kicks off a timely conversation on the future of public relations—through the lens of generational differences and shared experiences. The episode unpacks key insights from the USC Center for PR’s 2025 Global Communication Report: Mind The Gap, which examines how four major forces—AI, hybrid work, media evolution, and polarization—are reshaping the industry and impacting the four generations working within it.
Moderated by Barby K. Siegel, Global CEO of Zeno Group, the panel explores questions like:
How do different generations view AI’s role in the future of PR?
What does true collaboration across age groups look like?
How can organizations foster flexibility without sacrificing culture?
How should communicators approach purpose-driven work amid growing polarization and risk aversion?
AI as a Tool, Not a Replacement: AI is seen as a career-enhancing tool that frees up time for creativity and strategic thinking — but panelists caution against using it as a crutch, emphasizing the need to maintain strong writing and critical thinking skills.
Hybrid Work Expectations: Younger generations value autonomy and flexibility, with many willing to take pay cuts for remote options. But panelists stress that trust, clear expectations, and intentional relationship-building remain critical in hybrid settings.
Media Consumption Gaps: Gen Z leans into social and influencer-driven media, while older generations still prioritize traditional outlets like The New York Times and CNN. The takeaway? Successful communicators must be media-fluid and audience-focused.
The Purpose Divide: Younger employees (especially Gen Z) expect companies to take stands on social issues, even as overall industry willingness to engage has dropped sharply—from 89% in 2023 to 52% in 2025.
Soft Skills Still Reign: From phone calls to peer reviews, interpersonal communication, empathy, and networking remain essential soft skills for all generations.
Call for Collaboration: Panelists advocate for breaking down hierarchies by bringing younger professionals into leadership conversations early and often. Generational gaps should be "galvanized," not just "minded."
Reports: 2025 Global Communication Report: https://annenberg.usc.edu/research/center-public-relations/global-communication-report
Featuring:
• Fred Cook (USC Annenberg Center for PR)
• Kelly McGinnis (Levi Strauss & Co.)
• Sona Iliffe-Moon (Yahoo)
• Bill Imada (IW Group)
• Kyndall L. Echols (fashion & brand communications consultant)
Host: Fred Cook (@fredcook),Chairman Emeritus of Golin, Director of the USC Center for Public Relations,
Author of Improvise: Unorthodox Career Advice from an Unlikely CEO
Executive Producer: Ron Antonette
Producers: Joe Carreon and Javiera Contreras
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Learn more: https://annenberg.usc.edu/research/center-public-relations
This episode was recorded live at USC Annenberg.