The 2027 Relevance Report from the USC Center for Public Relations, “Changing Channels,” examines the evolving media environment impacting public relations and how PR experts are navigating those changes.

From how AI is changing the way brands communicate to reaching Gen Z through new apps and tools, this year’s collection of essays by USC students, academics and members of the Center for PR Board of Advisors marks our largest edition to date.

Taking its cue from a familiar remote control, the report offers a guide to the future of media through the eyes of current and future public relations leaders. Section one, Fast Forward, explores emerging platforms and behaviors. USC Center for PR students share firsthand perspectives on the communities shaping their generation’s media habits, from Twitch and Substack to restaurant recommendations on Beli and Instagram’s Close Friends.

Rewind looks at old media with new relevance. Guide shares advice from CCOs and agency leaders on navigating changes in media and technology. And AI gets a remote button of its own for its growing role in how consumers find information.

As Center for PR Director Fred Cook writes, “One would assume that a report on media would repeatedly mention reach, frequency and awareness. But, in this one, those terms have been eclipsed by three others — relationships, engagement and trust.”

Download the 2027 Relevance Report to explore how communicators can build meaningful connections in a world of changing channels. The Center for Public Relations thanks Applecart for its support of the 2027 Relevance Report.