USC Annenberg and one of its standout students have earned top national recognition from PRWeek, widely regarded as one of the communications industry’s highest honors.
At the 2026 PRWeek US Awards, USC Annenberg’s public relations and advertising program was named Outstanding Education Program, while junior Sophie Schaked was recognized as the nation’s Outstanding Student. The awards were announced March 12 in New York City.
USC Annenberg Named Outstanding Education Program
As the 2026 Outstanding Education Program, USC Annenberg was lauded by PRWeek for its hands-on, industry-embedded approach to public relations education. In addition to a bachelor's degree program, USC Annenberg offers two graduate degree programs in the field: an MA in public relations and advertising and an online MS in public relations innovation, strategy and management.
Judges highlighted the program’s commitment to bringing “professional reality into the classroom,” with students learning from a blend of leading scholars and working practitioners from top agencies and brands. With more than 50 adjunct instructors drawn from organizations such as Edelman, Disney, Netflix, Microsoft, Amazon and Warner Bros., students gain direct exposure to the ethical, strategic and operational challenges shaping the field.
“Public relations and brand communication are crucial to the success of any organization; now more so than ever. We constantly update and rebuild our curriculum to offer our students the most valuable experience,” said Burghardt Tenderich, associate director of graduate PR and advertising studies and professor of professional practice. “We are grateful to be recognized by the PRWeek Award judges. What makes this possible is the world-class caliber of our students.”
PRWeek also recognized the program’s forward-looking curriculum, which spans AI-assisted strategic communication, crisis management, sports and athlete communications, and business fundamentals. Through directed research, professional certifications and hands-on client work, students experience agency life firsthand rather than simply simulating it.
The publication noted USC Annenberg graduates’ strong employment outcomes and their impact across technology, entertainment, finance, sports and global brands. Judges pointed to the USC Annenberg Center for Public Relations as a key differentiator, giving students opportunities to contribute to influential industry research and engage with senior leaders shaping the future of communications.
This year's entry was wholly written by public relations and advertising majors Jada Bean and Sophie Schaked, who also led the production with Toma Battino of a two-minute companion video highlighting the programs’ strengths through student testimonials.
“This year’s award submission was particularly special because it was entirely student-led. Our students wanted to share firsthand how this program is shaping them academically, personally and professionally,” said Melanie Cherry, associate director of undergraduate PR and advertising students and professor of practice. “We are so inspired by their work and are fortunate to have such a motivated and talented cohort.”
Sophie Schaked Named Outstanding Student
In addition to the program’s top honor, USC Annenberg’s Sophie Schaked was named PRWeek’s 2026 Outstanding Student.
Schaked has served as director of promotion and a research assistant for USC Annenberg’s Center for Public Relations since 2023. In addition, she has supported the LA28 Olympic & Paralympic Games as an events and marketing intern and is currently at AEG Presents as the global partnerships intern.
"I am honored to receive this national industry recognition,” Schaked said. “It’s a direct reflection of the caliber of the program, the incredible opportunities available and the unwavering support from our faculty. My experience with USC Annenberg has positioned me for a future I once only dreamed about.”
Students competing in the category were charged with designing a PR campaign for the U.S. Soccer Federation that would increase American engagement with soccer ahead of the 2026 FIFA World Cup in North America. The project needed to use media, culture and strategic partnerships to build long-term fandom for the sport in the United States, ensuring enthusiasm lasts beyond the tournament itself. The criteria for judging included creativity, writing ability, and understanding of PR principles and strategy.
Schaked earned the award for her campaign proposal, “26 Million By Summer 2026.” Her strategy set an ambitious goal: converting 26 million Americans into declared soccer supporters before the tournament begins. Rather than treating the World Cup as a temporary spike in attention, the campaign reframed it as a cultural opportunity to build lasting fandom in the U.S.
PRWeek judges praised Schaked’s research-driven insight that soccer’s challenge in the U.S. is not awareness but emotional attachment. Her proposal focused on creating a more accessible and culturally connected soccer experience for younger audiences through community-building initiatives, including a free national fan club and “GoalHaus” watch events designed to transform match viewing into social, festival-like gatherings.
The plan also emphasized storytelling and star-building around American players to deepen cultural relevance and ensure enthusiasm for the sport continues beyond the 2026 tournament. PRWeek described the campaign as “optimistic, imaginative and thoughtfully structured,” noting that it succeeds by recognizing that fandom grows fastest when it feels joyful, communal and open to everyone.
A Culture of Excellence
The dual recognition reflects USC Annenberg’s emphasis on combining academic rigor with real-world experience, ensuring students graduate prepared to navigate a rapidly evolving communications landscape.
“Today’s public relations curriculum needs to be dynamic,” said Gordon Stables, director of schools. “Together, these honors recognize both the strength of the program and the individual talent emerging from our classrooms.”
This marks the second time in three years that USC Annenberg has been recognized as PRWeek’s Outstanding Education Program. Its students have also received top honors such as the Institute for Public Relations’ Makovsky Best Master's Thesis of the Year Award and Public Relations Student Society of America’s Global Marketing Award.