The USC Annenberg School for Communication and Journalism’s 2025 Relevance Report, AI Activated, explores how artificial intelligence is reshaping the public relations industry. The report, written as a guide for PR professionals, gathers views from over 40 leaders in corporate communications, tech, and academia on how innovation can drive success in the field.
Produced with input from Microsoft, including four essays by its staff, the report highlights both opportunities and challenges. AI is no longer seen as a threat but as a tool to boost creativity and efficiency in PR.
Better storytelling
Frank X. Shaw, Microsoft’s Chief Communications Officer, explains how AI helps PR professionals tell better stories and stay competitive. Melissa Waggener Zorkin, CEO of WE Communications, stresses the importance of building a workplace culture that supports learning and experimentation, which she sees as key to thriving with AI.
Others share a balanced view. Venture capitalist and USC trustee Mark Stevens acknowledges fears about job losses but argues that AI allows workers to focus on creative and strategic tasks. Jeff Beringer of Golin points out that AI adoption is driving cultural change in PR agencies, with leaders encouraging risk-taking and innovation.
The report also offers real-world examples. Grubhub’s Dave Tovar describes how his team used AI to run a successful PR campaign, while USC’s Christina Bellantoni looks at how the media can handle the spread of AI-generated misinformation.
Contributors include executives from companies like Merck, Experian, IBM, and Edelman. Reflecting on the findings, the researchers note, “A year ago, fear dominated the discussion. Now, major PR agencies are appointing chief AI officers and testing AI across their businesses. And this is just the beginning.”
The Relevance Report, published annually, tracks trends shaping PR and communications. Past editions have explored topics like post-pandemic work, cause marketing, and technology in PR. This year’s focus on AI shows an industry ready to adapt and grow with new tools.
