In addition to the program’s top honor, USC Annenberg’s Sophie Schaked was named PRWeek’s 2026 Outstanding Student.

When NBA All-Star Weekend came to Los Angeles last month, six USC Annenberg students found themselves at the center of one of the sports and entertainment industry’s most high-profile productions. Serving as production assistants for NBA Entertainment, they supported marquee events including the NBA Technology Summit, the NBA Newsmaker Breakfast and the NBA Legends Awards — live productions featuring global leaders, Hall of Fame athletes and cultural icons.

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It all began when Will Fitzgibbon received a tip in 2023. The reporter at the nonprofit newsroom The Examination was told that the metals trading company Trafigura was buying lead in Africa and selling it overseas to make car batteries.

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What really goes into a movie premiere? USC Annenberg alumna and Universal Pictures SVP Michelle Paris shares how film premieres and awards campaigns are created, along with career advice for students interested in entertainment, publicity, and event production.

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