SELLEST OSAST
In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, interviews her guest, Fred Cook, director of the Annenberg Center for Public Relations at USC and chair emeritus of Golin, about USC’s 2026 Global Communication Report, “A Quiet Shift,” on how political and social polarization is reshaping communications.
Based on a survey of about 800 PR professionals worldwide and CCO interviews, the report finds polarization is seen as harmful to the country and mental health yet beneficial to PR’s value; corporate advocacy support has dropped 38% since 2023 as companies say less about DEI, sustainability, and purpose.
Government/regulators have become the top stakeholder focus, resources are shifting toward crisis communications and government relations, silence is increasingly used as a strategy, departments anticipate restructuring, and most PR pros still expect positive growth while needing stronger political, crisis, and financial skills.
00:00 Welcome and Introductions
00:37 Fred Cook Background
02:02 USC PR Program Highlights
03:37 Report Theme Quiet Shift
05:55 Key Findings on Polarization
08:14 Generational Views and Public
09:50 Stakeholders and Government Focus
13:39 Corporate Advocacy Pullback
14:54 CEO Silence and Defensive Comms
18:51 Budget Shifts and New Skills
23:24 Restructuring and AI Readiness
27:11 Future Outlook and Apocaloptimists
32:05 Industry Risk and Brand Examples
34:51 Wrap Up and Final Thoughts
Show notes:
Follow Fred Cook on LinkedIn: https://www.linkedin.com/in/fredhcook/
View USC's 2026 Global Communication Report, “A Quiet Shift": https://annenberg.usc.edu/research/center-public-relations/global-communication-report
Follow the host:
Website: www.michellegarrett.com
LinkedIn: https://www.linkedin.com/in/prstrategist/
YouTube: https://www.youtube.com/@PRisUs
X/Twitter: https://x.com/PRisUs
Threads: https://www.threads.com/@prwritergal
Michelle's book - B2B PR That Gets Results - is available now
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About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
