USC Center for Public Relations

The USC Center for Public Relations (CPR) mission is to connect corporations, agencies, academics and students to define the future of our industry and to develop those who will shape it. Our university faculty and USC CPR board members do this by examining current strategies; forecasting future trends; and providing meaningful insight and feedback to students and to help shape the department’s curriculum. We publish the annual Global Communications Report, a survey of the public relations industry, and the Relevance Report, a collection of essays and trend pieces from industry leaders and USC academics. The CPR also hosts USC Annenberg’s Kenneth Owler Smith Symposium each spring, the largest gathering of PR professionals in Southern California annually since its founding in 1991.

USC Annenberg Relevance Report

The 2018 Relevance Report is out now! Our annual forecast of public relations industry topics and trends includes essays from communications leaders at consumer and technology companies, and global public relations agencies. Topics cover everything from fake news and PR-bots to marketing cannabis. Click the link below to view and download the 2018 Relevance Report.

Meet Our Board of Advisors

The Board of Advisors to the USC Annenberg Center for Public Relations (CPR) is comprised of more than 30 corporate and agency leaders from some of the world’s top companies and firms. Our advisors work with the Center year-round — and meet at Annenberg twice annually — to help further our mission of connecting students and academics with the PR industry. The Board is led by CPR Director and Golin Chairman Fred Cook, who is a Professor of Professional Practice at the USC Annenberg School for Communication and Journalism.

The PR Center’s 30-member Board of Advisors is a who’s-who roster of industry-leading communications professionals from the agency and corporate world.  Please click on each link below to learn more.

KOS Symposium 2017: The Future of Truth

On Thursday, March 30, 2017 Paul Holmes, a leading authority on the global PR industry, publisher, former reporter and prolific public speaker, delivered the keynote address on the “Future of Truth,” hosted by Fred Cook, Director of the USC Annenberg Center for Public Relations. Following the keynote, a panel of industry leaders discussed the findings revealed in the 2017 Global Communications Report.

Note: If you opt to print the 2017 Global Communications Report below, we strongly recommend using legal sized paper. Otherwise, be sure to select “Shrink to Fit” for standard-sized sheets. 

The Evolution of Public Relations

The USC Center for Public Relations partnered with Association of National Advertisers (ANA) to understand current client-side marketer perceptions of public relations in tandem with the 2017 Global Communications Report.

Journey through the 26th Annual Kenneth Owler Smith (KOS) Symposium

Watch a journey from the past to the future during the 26th Annual Kenneth Owler Smith Symposium held on April 14, 2016 with Fred Cook, Chairman of Golin, and Director of the USC Annenberg Center for Public Relations (CPR), featuring a conversation with Willow Bay, Director, USC Annenberg School of Journalism, and Al Golin, Chairman of Golin, about how dramatically the business has changed since he started his agency 60 years ago.

Explore photos here and here from the 26th Annual KOS.

The USC Center for Public Relations — Shaping the Future of Communications

Based at the Annenberg School in the heart of Los Angeles, the USC Center for Public Relations (CPR) is truly at the center of one of the world’s most dynamic professions — connecting corporations, agencies, academics and students to define the future of our industry and to develop those who will shape it.

Fred Cook_USC Announcement from Golin on Vimeo.

The USC Annenberg Global Communications Report

Public relations executives from across the globe contributed to the future of our dynamic profession by participating in a Global Communications Report we conducted this spring in conjunction with the Holmes Report, the Institute for Public Relations, the Global Alliance for Public Relations and Communication Management, the International Association for Measurement and Evaluation of Communication, the PR Council, the Worldcom PR Group and PRSA.

The Global Communications Report is designed to provide unprecedented insight into the evolution of the global communications industry by analyzing emerging trends in talent, structure, compensation and diversity on both the client and agency sides of the business. More importantly, the Report will help those entering the PR industry better understand the skills and traits they will need to be successful.

To access the Executive Summary of the 2016 Report, please click here

Global Communications Report Partners

Contact Us

For more information about The USC Center for Public Relations (CPR) please contact:

Fred Cook
fcook@usc.edu

Director, USC Center for Public Relations (CPR)
USC Annenberg School for Communication and Journalism
3502 Watt Way 
Los Angeles, CA 90089