Interviewing AI About The Future of PR
What does it look like to interview someone who has never worked a day in their life — because they’re not alive? For this episode of PR Future, I created Rupert, an AI persona built through ChatGPT using synthesized data, and produced a full-length interview alongside host Fred Cook, Director of the USC Center for Public Relations.
The episode covers AI’s impact on the PR industry, crisis communications, GEO, ethics, and what skills the next generation of communicators actually needs.
More than a novelty, Rupert became a genuine vehicle for the kind of honest, unfiltered conversation about AI that the industry is still figuring out how to have.
Relevance Report 2025: Sports
Sports isn’t just entertainment anymore — it’s one of the most powerful communication stages in the world.
For this season premiere of PR Future, I produced a panel conversation between host Fred Cook and three industry heavyweights: a former Nike VP, the founder of a leading communications firm, and the SVP of Corporate Communications at AEG.
Timed to the release of the 2025 USC Annenberg Relevance Report, the episode unpacks how women’s sports, NIL, immersive fan experiences, and purpose-driven storytelling are reshaping the PR landscape — and what communicators need to do to keep up.