USC Annenberg Center for Public Relations

Reflecting on a valuable session from the USC Annenberg Center for PR Forum! Erica Pompen, Director of Global Corporate Communications at Micron Technology, emphasized the importance of mastering the boardroom language and a deep understanding of business fundamentals. With over 20 years of experience in global strategy and social impact, Erica’s insights are a must-know for communicators aspiring to leadership roles. Watch the full episode on YouTube to explore her strategic advice further. #USCAnnenberg #Leadership #CenterForPRForum

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributor Channing Sparks, M.A. Sparks, a recent graduate of the public relations and advertising program at USC Annenberg, explores how AI is reshaping Hollywood and why the Writers Guild of America (WGA) called the time during the 2023 WGA strike an “existential crisis.” “The entertainment industry is one of the most forward-looking. It’s constantly seeking new ways to capture an audience and tell a story. With the creation of streaming media and artificial intelligence (AI), how Hollywood is telling its stories has become erratic.” Read more from Sparks here: https://lnkd.in/g6skYBGJ *Image generated with assistance from DALL-E.

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributor Lucie Buisson, chief product officer at Contentsquare, explores the considerations companies must address before integrating generative AI into their operations. "A lot of organizations are too quick to jump on the hype and execute without thinking about the real value to the user. In our engineering and product teams, we are encouraged to ask five times why. The funny thing with generative AI is it's a really different conundrum, and now we are asking 50 times why. Common questions orbit: Why will this add value, how will they use it, what will they ask of it, what outcomes will they get, will it make a difference to their daily work, is it trusted, should we charge for it, will it cost us a lot of money, is it hard to implement, will it be difficult to support?" Read more from Buisson here: https://lnkd.in/gtT843fM. *Image generated with assistance from DALL-E.

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributor Penelope Sosa, digital communications manager at the Partnership on AI, delves into the ethical challenges of AI in communication, highlighting issues like racial bias, misinformation, and job displacement. "AI has revolutionized online connectivity, enhanced transportation safety, and ushered in new economic opportunities, profoundly altering how we interact, commute, and work. However, beneath these remarkable achievements lies a pressing concern: the absence of essential safeguards and guidelines to regulate AI development and prevent the emergence of material harm rooted in human bias and inequitable power structures." Read more from Sosa here: https://lnkd.in/dkY-T7Cs *Image generated with assistance from DALL-E.

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributor Gerry Tschopp, senior vice president and head of global external communications for Experian, explores how AI can transform our industry, from crafting data-driven strategies to reshaping brand narratives. But he also highlights the crucial need for ethical considerations, data privacy, and human oversight. "Artificial Intelligence (AI) has revolutionized the way businesses operate, and as communication professionals we are provided unique opportunities to leverage the potential of AI to create compelling content and successful brand strategies. However, along the lines of these powerful AI tools come ethical considerations, security risks, and data privacy concerns that we must navigate judiciously." Read more from Tschopp here: https://lnkd.in/gH3hAwaV *Image generated with assistance from DALL-E.

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributors Chris Deri, Weber Shandwick's Chief Corporate Affairs Officer & President of the firm's C-Suite Advisory business, and Chris Perry, chairman of Weber Shandwick Futures, delve into why the communications industry must evolve to stay relevant and effective. "As generative AI is fully deployed across media, education, health, and political ecosystems, we must set a new agenda to stay in sync with an empowered, autonomous, AI-informed public. This new agenda should incorporate the latest concepts in data science, open-source intelligence, technology adoption, content distribution, and organizational readiness." Read more from Deri and Perry here: https://lnkd.in/g2yAYM_K *Image generated with assistance from DALL-E.

🔍 New Insights on Hybrid Work! 🔍 The USC Center for Public Relations and IABC teamed up to explore the impact of hybrid work on employee morale and corporate culture. Our research reveals that hybrid and remote work models significantly boost employee morale — but also present challenges to maintaining corporate culture. Internal communications professionals play a pivotal role in maintaining corporate culture as their organizations navigate the hybrid work revolution. The study provides valuable insights into how organizations can navigate these changes to foster a thriving workplace environment. Explore the study here: https://lnkd.in/gH5BfHEc #HybridWork #CorporateCulture #EmployeeMorale #USC #IABC #FutureOfWork

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributor Trevor Jonas, Content Marketing Lead of Notable, shares valuable insights from his experiences and highlights the importance of embracing this technological wave. "When huge technology shifts like this take place, there are at least three ways to approach them. You can ignore them, after all, they say ignorance is bliss. You can fear them and dismiss them as something that will never measure up to the status quo. Or, you can embrace them, lean in, and learn everything you can about it and how it might help you do your job better." Read more from Jonas here: https://lnkd.in/eS4zH42u *Image generated with assistance

Our 2024 Relevance Report breaks down the impact of Artificial Intelligence on the communications industry. Contributor Stephen Lind, an associate professor of clinical business communication at the USC Marshall School of Business, delves into the fascinating realm of synthetic video and digital twins, highlighting how this technology revolutionizes corporate communications. "Obviously, this technology raises many questions. Can AI video prove equally as effective as its traditional human counterpart? And what happens to brand identity and brand reputation when a viewer knows that it's an AI spokesperson and not a real human speaking to them? Are the vital elements of authenticity and trust diminished by employing AI to be the synthetic face of the company instead of the actual organic face of your leader? These are questions I am studying through a series of experiments right now, and the early results of fascinating." Read more from Lind here: https://lnkd.in/gaMvinJD *Image generated with assistance from DALL-E.

🏠 Happy at home? 41% of remote workers are, but corporate culture is struggling. USC/IABC's latest study highlights the critical role of communications pros in the hybrid era. Learn more: https://lnkd.in/g28uSXvp #HybridWork #CorporateCulture #EmployeeMorale