The USC Annenberg Relevance Report

The annual Relevance Report from the USC Center for Public Relations identifies emerging issues and forecasts topics and trends impacting society, business, and communication in the coming year. The book features contributions from PR industry leaders, and USC academics and graduate students.

The 2025 Relevance Report highlights how AI is reshaping the PR industry, driving innovation in storytelling, efficiency, and data-driven insights.

Featuring perspectives from industry leaders and USC academics, the report underscores the momentum building around the use and experimentation of AI within agencies and organizations. This year’s report also includes research conducted with WE Communications (“Energized by AI”) that shows PR professionals who frequently use AI feel more valued in their roles, with 93% reporting increased job satisfaction.

With AI now a tool being used in daily PR practice, the Relevance Report offers a forward-looking view of its role in transforming communications.

Contact the USC Center for Public Relations at usccpr@usc.edu for print editions of our report for classroom or organizational use.

Our Center for PR student contributors and Charlotta Bass Journalism and Justice Lab partners authored additional content about the use AI in public relations in the supplemental Relevance Report: Bonus Content. Download this PDF with eight additional forward-looking essays here.