In this episode, we navigate through the transformative impact of AI on the PR industry, discussing its potential for crisis communication, risk assessment, and countering disinformation. We reflect on the potential for AI to revolutionize PR, comparing it to the invention of electricity. Listen to our insights on how AI could bring about a culture change in the industry and why it's important to view technology as an investment. We wrap up with a discussion on the ethical considerations of AI in communication and encourage our listeners to approach AI tools thoughtfully and responsibly.

Download the 2024 Relevance Report on the Center for Public Relations website at USC Annenberg.

Production Credits

A production of the USC Annenberg Center for Public Relations at the University of Southern California.

Host: Fred Cook
Executive Producer: Ron Antonette

Season 7 Producers: Joe Carreon and Anvi Mahajan
Production: Camille Culbertson, Jack Gisler, Toma Battino
Editorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace An, Emmy Snyder
Social Content: Angelina Tran, Hailey Evans
Growth: Van Luu, Shaan Dhaliwal

Links

Follow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. 
Follow Fred Cook on LinkedIn. 
Find all our reports at annenberg.usc.edu/cpr.

Download the 2025 Relevance Report at

 annenberg.usc.edu/relevance