Simon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working today

Host: Fred Cook, Director, USC Center for Public Relations

Introduction to Simon’s Career — 0:00

From USC to Warner Bros: A Non-Linear Start — 1:07

Launching McDonald’s in Russia & Early Global PR Lessons — 3:16

Returning to the U.S. and Joining Golin — 5:42

Founding an Agency Before 30 (and Signing Future Icons) — 7:30

Scaling to PMK & Building a Global Entertainment PR Firm — 8:30

Returning to Boutique PR: Quality, Focus, and Client Loyalty — 10:30

How Technology Has Changed PR Workflows — 11:20

Why There Are More Entertainment Crises Than Ever — 13:06

Correcting Stories vs. Pitching Stories — 14:30

Why Relationships Are Still Everything in Entertainment PR — 15:50

Keeping Clients for 30+ Years — 18:24

Fashion, Brand Deals & How PR Intersects With Consumer Products — 20:11

Taylor Swift vs. The New York Times: What Actually Drives Audiences? — 22:22

Critic Scores vs. Audience Scores (Rotten Tomatoes and CinemaScore) — 24:46

Can PR Influence Reviews? Building “Champions” for a Film — 26:30

The Rise of Podcasts in Entertainment Campaigns — 30:22

Career Advice: Hiring, Internships & What He Looks For — 34:01

The Future of Entertainment PR: AI, Ethics, Adaptation — 36:29

Polarization, Hollywood, and Free Speech — 38:53

Closing Thoughts & Fight On — 42:33

Simon’s path — from Warner Bros intern to global publicist to founder of Apex — underscores how timing, curiosity, and willingness to jump into unfamiliar territory can set you apart in entertainment PR. His early experience launching McDonald’s in Russia shaped how he approached global media and crisis situations for the rest of his career.

Despite texting, email, and shrinking newsrooms, Simon emphasizes that trust, honesty, and consistent contact with journalists remain the foundation of the business. “The second you lose integrity with the press, you’re done.”

While traditional reviews once shaped box office, today’s audiences look to Rotten Tomatoes audience scores, CinemaScore, and social buzz — prompting PR teams to focus on grassroots credibility and “champion building” with trusted culture editors.

Simon’s internal research shows the most successful movie campaigns of 2024–2025 leaned heavily on podcasts — often more than traditional entertainment outlets. Actors now view podcasting as a friendly, long-form platform to shape narrative and deepen fan connection.

From customizable film endings to synthetic performances, Simon warns that emerging AI capabilities will force Hollywood to confront questions of consent, compensation, and artistic integrity. PR teams must prepare to navigate this shifting landscape.

Many of Simon’s clients have been with him for 30 years. Why? Deep trust, shared decision-making, crisis navigation, and a “family-like” partnership that has survived both career lows and Oscar wins.

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

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

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

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

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

Guests

Sierra Sohn — Author of “Where The Hell is My Money Going: A Gen Z Perspective” exploring Gen Z fandom, shareability, and what young audiences expect from the sports experience.

Chinelọ Ogogor — Author of "Emerging Technologies for Sports Training, Biomechanics, and Injury Prevention" exploring biomechanics and the science-driven technologies elevating athlete performance and recovery.

Ava Nichols — Author of "From Heartbeats to Headlines: The Communication Power of Athlete Health Data" exploring wearable tech, health data, and how technology forges new digital relationships between fans and athletes.

Host: Fred Cook, Director, USC Center for Public Relations

Discussion Breakdown

Why Sports Matter to Gen Z — 0:00

Shareability, Pop-Ups, and the New Fan Experience — 1:00

The Taylor Swift Effect & Cultural Momentum — 3:00

The Price Problem: Where Is Gen Z’s Money Going? — 4:30

AR Moments, Collectibles, and Immersive Stadium Touchpoints — 5:30

Wearables, Data, and the New Language of Sports — 7:12

Parasocial Accountability & Athlete Transparency — 8:30

Data Accuracy, Misinterpretation, and Competitive Edge — 9:15

Biomechanics: Science Meets Sports — 12:50

Is Tech an Advantage or the New Baseline? — 14:35

Fan Interaction: Live Polls, QR Codes, Betting, and Streaming — 16:11

AI in Sports: Prediction, Sentiment, and Betting Trends — 17:43

Will Sporting Events Start to Look Like Concerts? — 19:49

Cross-Cultural Collaborations: F1 x Hello Kitty & Swifties x NFL — 21:50

The Future of PR in Sports — 24:08

Communicating Value vs. Setting Prices — 27:29

Closing Reflections: Sports as a Shared Cultural Space — 28:21

Key Insights

1. Gen Z Is Redefining What Makes Sports “Worth It.”

Sierra highlights that younger fans aren’t just buying tickets — they’re buying culture, exclusivity, and shareable moments. Experiences inspired by music and entertainment (Easter eggs, AR, photo ops) are central to keeping Gen Z engaged.

2. Wearables Create a New Digital Relationship Between Fans and Athletes.

Ava explains how devices like Oura, Apple Watch, and WHOOP let fans “train like their heroes.” But access to athlete data also raises issues of accuracy, perception, and competitive intelligence.

3. Biomechanics Will Become Table Stakes for Performance.

Chinelọ connects science and sport, showing how individualized biomechanical training can turn role players into high performers. Teams that don’t adopt these tools may quickly fall behind.

4. AI Adds New Storylines, Not Fewer.

From US Open prediction models to sentiment analysis, students argue AI doesn’t kill excitement — it creates more to follow, debate, and engage with.

5. PR’s Role Expands as Sports Become More Technological and Cultural.

Communicators must translate data, tech, culture, and fan psychology into clear stories. PR becomes the bridge between the science and the spectacle.

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

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

Season 7, Episode 1 — "Relevance Report 2025: Sports"

As the 2025 Relevance Report launches, this debut episode brings together three leading voices in communication to reflect on how sports mirror the industry’s biggest transformations — from AI and media disruption to purpose-driven storytelling.

Guests:

• Jennifer Stephens-Acree — Founder & CEO, JSA Partners
• Kirk Stewart — USC Professor, Former Nike VP of Global Communications
• Maryanne Lataif — SVP, Corporate Communications, AEG
  Host: Fred Cook, Director, USC Center for Public Relations

• The Rise of Women’s Sports — 0:02
• Brand Sponsorship and Cultural Momentum — 3:00
• The “Bro Culture” and Camaraderie in Women’s Leagues — 5:00
• College Athletics and NIL Impact — 8:30
• The Transfer Portal and Fan Loyalty — 10:30
• Technology and the Fan Experience — 17:20
• Immersive Storytelling in Live Events — 19:30
• Celebrity Athletes and Media Power — 22:20
• The Future of PR in Sports — 25:40
• Sports as the Great Unifier — 29:10

1. Women’s Sports Are Leading a Cultural Shift
Jennifer Stephens-Acree spotlights the boom in women’s sports as both a cultural and commercial movement, where authenticity, storytelling, and activism have become the foundation for fan connection and brand relevance.

2. College Athletics Is at a Crossroads
Kirk Stewart critiques the financial and ethical complexities of college athletics, from billion-dollar NIL deals to constant roster turnover. His forecast: a new model resembling the NFL, with athletes eventually recognized as employees.

3. Technology Is Reimagining the Fan Experience
Maryanne Lataif reveals how AEG is revolutionizing live events with personalization tools, spatial audio, and real-time audience data, turning spectators into participants and deepening emotional connections to teams and artists.

4. PR’s Expanding Role in Sports
The panel agrees that communicators are now central to shaping sports narratives — from athlete storytelling to immersive digital fan engagement — as PR bridges data, creativity, and cultural relevance.

5. Sports as a Unifying Force
In an era of division, the guests identify sports as one of the last remaining shared spaces that bring people together, a reminder of PR’s power to connect communities through emotion and experience.

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

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

This episode is a replay of special podcast hosted by PRWeek about the 2025 USC Relevance Report.

This special PRWeek podcast, "AI Activated," brought together three PR industry leaders and PRWeek Hall of Famers to discuss AI's impact on public relations. Hosted by Steve Barrett, Editorial Director of PR Week, the conversation featured:

• Frank X. Shaw, Chief Communications Officer at Microsoft
• Melissa Waggener Zorkin, Global CEO of We. Communications
• Fred Cook, Director of USC Center for Public Relations and Chairman Emeritus at Golin

The discussion centered on research from Microsoft, We. and USC about AI's transformative effects on PR practices.

• AI's Impact on PR and the Role of Humanity 0:02
• Balancing AI and Humanity in Storytelling 2:31
• Fostering an AI-Ready Culture 5:49
• Challenges and Opportunities in AI Adoption 12:48
• AI in Media Relations and Measurement 16:21
• Preparing the Next Generation of PR Pros 22:17
• The Future of AI in PR 27:34

Key insights include:

AI as a Tool, Not a Replacement

The panel emphasizes that AI should enhance human storytelling and relationships rather than replace them. Frank Shaw compared current AI adoption to the early days of personal computers, suggesting we're just beginning to understand its potential.

Creating an AI-Ready Culture

Melissa Waggener Zorkin highlights the importance of employer encouragement in AI adoption, noting that organizations should empower employees to experiment with AI tools and celebrate early adopters who can share knowledge across teams.

Education and Skill Development

Fred Cook shares his experience incorporating AI into USC student projects, revealing how prompt engineering skills significantly impact results. He notes that students who crafted detailed prompts received better AI outputs than those using basic instructions.

Practical Applications

The conversation covers AI applications in content creation, data analysis, media relations, and measurement. Frank Shaw discusses using AI for strategic planning and information capture, while Melissa emphasizes AI's democratizing effect, allowing professionals at all levels to contribute innovative approaches.

Future Outlook

The panel agrees that AI will make PR more exciting for young professionals by automating routine tasks and allowing them to focus on more strategic and creative work. The podcast referenced two reports for further reading: "Energized by AI" and "The Relevance Report."

The USC Relevance Report of 40+ forward-looking essays about the current and future use of AI in public relations is available for free download at annenberg.usc.edu/relevance.

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

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

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

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

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

Eli Williams of Day One Agency joins the conversation to unpack findings from the agency’s latest report, Gen Z: Life, Actually. The study challenges common assumptions about Gen Z and reveals a generation that’s more multifaceted—and in some ways, more traditional—than many marketers assume.

Through the lens of public relations and cultural insight, this episode explores how Gen Z is reshaping expectations around work, money, identity, and influence. Williams outlines three distinct cohorts within the generation and explains how their diverse values are already influencing the future of brand communication.

Moderated by Fred Cook, the conversation addresses key questions, including:

In what ways is Gen Z more similar to their parents than expected?

How do their views on stability, risk, and tradition split across subgroups?

Why does financial anxiety shape so many of their decisions?

What should communicators understand about Gen Z’s internal diversity?

How can media literacy become a strategic asset in engaging Gen Z?

Key Discussion Highlights
The report identifies three mindsets within Gen Z:

Neo-Traditionalists value stability and lean toward conservative ideals

Fluid Pragmatists take a cautious, balanced approach to major life decisions

Internet Age Explorers reject conventional paths in favor of experimentation and experience

Money as a Central Concern
Across all groups, financial uncertainty plays a central role in shaping priorities, spending, and life planning.

A New Life Timeline
Unlike previous generations, Gen Z is not in a hurry to pursue traditional milestones like marriage, homeownership, or long-term careers. Their timelines are fluid, self-defined, and experience-driven.

The Implications for PR
Gen Z’s complexity demands a more nuanced, culturally aware approach to communication. Understanding their values—and the differences within the generation—is key to long-term engagement.

Media Literacy as a Core Competency
Growing up in the digital age, Gen Z is becoming increasingly adept at filtering content and questioning sources. Communicators must recognize that this generation does not take information at face value.

Time markers
00:00 — Understanding Gen Z: A New Perspective
06:41 — The Three Cohorts of Gen Z
12:09 — Fluid Pragmatists: The Middle Path
17:37 — Internet Age Explorers: The Experimental Group
25:18 — Navigating the Future of PR with Gen Z
31:21 — Media Literacy and the Information Diet of Gen Z

Find the report here:
Gen Z: Life, Actually – Day One Agency
https://d1a.com/perspective/genz-life-actually

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

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