This insights post is a summary of the blog post published by Airfoil Group. View the full insight at: The Future of Public Relations: USC Annenberg’s 2025 Global Communication Report.
If you’re wrestling with the impact of AI, political polarization, and a media landscape that continues to get more fragmented, you are not alone. In the 2025 USC Annenberg Center for Public Relations report, they take an in-depth look at the key trends and challenges shaping the world of communications. This year’s report examines the differences in generational perceptions across four themes that are actively redefining the communications industry. Those themes include:
- Transformative impact of AI
- New expectations in the workplace
- Challenging political climate
- Major shifts in media consumption
These were identified as the key challenges for communications professionals in the modern world. As we move into the second half of 2025, these trends should influence your perspectives and plans for the months ahead.
AI’s impact on the world of PR
It’s no surprise that AI plays a prominent role in this year’s USC Annenberg Global Communications Report. It’s also playing a bigger part in the communications workflow for in-house and agency PR teams, especially in the areas of social media, research, and drafting press materials.
In the report, 43% of professionals surveyed said AI is involved in the development of social content within their respective organizations. Nearly 40% said that AI is being used for research, analytics, and generating press materials.
Hybrid and remote work are influencing employment decisions
The Hybrid work models has become the norm in the PR and communications industry. Especially among Gen Z professionals, work flexibility has become a leading factor when they are considering the right employer fit.
The PR professionals surveyed in the USC Annenberg report spent an average of 2.84 days per work week in the office. The highest percentage (25%) of respondents citing a hybrid schedule of three days a week in office.
Social media and podcasts are driving communications success
Participants were asked to identify which types of media will drive their communications objectives in 2030. Social media and “new media” is predicted to take center stage. Gen Z is increasingly using social media as a primary source of news, and influencers are now a key driver of integrated marketing programs.
Over 53% of respondents said social media platforms as the primary avenue to meet program objectives. Podcasts took second place at 35%, mobile apps in third with 34% and social influencer partnerships right behind them at 30%. These platforms priority over traditional media channels such as online news outlets (29%) and press releases (18%).
Political polarization: Will companies shy away from taking a stand?
Toeing the political line while remaining true to your brand’s core values can be a challenging feat. However, it was found to be essential to brand authenticity. Of those surveyed, 61% of public relations professionals across generations agreed that the widespread political polarization will make their lives more difficult.
To get more insights from Airfoil Group, view the full post with more details at: The Future of Public Relations: USC Annenberg’s 2025 Global Communication Report. You can also find insights from Stefan Pollack of The Pollack Group in his article The USC Annenberg Center for Public Relations 2025 Global Communication Report: AI, Media Disruption, and the Future of PR.
