sign in sign up
<<
Home , Public relations

t h e f u t u r e o f t e c h n o l o g y pr:techi n 2019 GLOBAL REPORT New 2020 Global Communication pr:techReport t h e f u t u r e o f t e c h n o l o g y i n communication

USC ANNENBERG CENTER FOR PUBLIC RELATIONS

u s c a n n e n b e r g c e n t e r f o r p u b l i c r e l a t i o n s

2020 GLOBAL COMMUNICATION REPORT

USC Annenberg Center for Public Relations Los Angeles, California April 2020 FOREWORD

very year, the USC Center for Public Relations activist is probably chooses to study a topic or trend that is relevant younger, more likely Eto those working in the world’s most dynamic non-white and certainly profession. In previous years, we’ve examined the more tech-savvy. Rather future of media, ethics and technology by surveying than protesting in public, agency and in-house communicators around the globe. she is mobilizing voters online This year we chose activism, because we believe activ- or running for office. ists are playing an increasingly powerful role in our work, our society and our lives. Based on separate surveys, this report explores the differences and similarities between activists and We realize that activism isn’t new. Some of us remem- communication professionals and examines how their ber marching for civil rights or protesting against the relationship will impact the future. As we have recently Vietnam War, and being inspired by charismatic lead- experienced, people around the world are frustrated ers like Martin Luther King, Jr., Gloria Steinem and by a lack of and are looking to Nelson Mandela. But activism is evolving. the community for innovative solutions. We believe New Activism presents a unique opportunity Changing politics, technologies and demographics for those who promote to work with those who have created a “New Activism.” One that is more perva- promote causes to solve the problems facing all of us. sive, more diverse and more democratic. While I love the retro image on the cover of this report, today’s — Fred Cook, Director, USC Annenberg Center for PR

3 According to PR professionals, participation in the following activities determines if someone is a committed activist. DEFINING 80% 71 71 PR Professionals NEW 70 68 68 66 66

ACTIVISM 60 61 57 53 50 50 50 48 et’s examine the activities many think define an 46 44 activist. According to professional communica- 40 tors, committed activists express their passion 38 L 36 through public and walkouts, while increasing their political influence by campaigning, petitioning and 30 31 running for office. They engage in their communities by 27 donating and voting. Many people post their opinions on 20 Facebook and purchase brands that share their values, 18 but those activities alone do not qualify someone as an activist. 10 Protesting in public Protesting Mobilizing voters in strikes/walkouts Participating to lawmakers fundraisers Organizing Starting 0 Campaigning for candidates a product/ Boycotting Filing a cause-related lawsuit Running for oce service in community Engaging mediaContacting to an organization/cause money Donating in elections Voting friends and family Persuading Signing petitions in supportPurchasing of a /organization Sharing an opinion on for a cause Changing social pictures media profile

PUBLIC ACTION POLITICAL PARTICIPATION CIVIC ENGAGEMENT SLACKTIVISM

4 5 Professional communicators believe that activism is more In a separate survey of citizens engaged in public action and “Today’s activists aren’t interested in “Young people are very effectively effective in raising awareness of social issues (56%) than politics, a much-higher percentage (32%) of present-day in influencing the political process (21%) or creating activists believe they are effective at creating long-last- lip service from corporations, politi- using PR tools to rapidly spread long-lasting change (12%). In fact, 44% of communicators ing change. And like the PR , they are shaping new cians or peers. The goals go beyond the word about events and causes are convinced that activists are not effective at achieving strategies to close the gap between temporary awareness just raising awareness for a cause— online through fun and accessible real change. and lasting results. they are rooted in achieving authentic mediums.” social and political change. That’s what makes activism so effective j a m i e m a r g o l i n HOW EFFECTIVE ARE PRESENT-DAY ACTIVISTS IN... today.” Co-Founder, Zero Hour / Author, Youth to Power: Your Voice and How to Use It Raising awareness of social issues Influencing the political process Achieving long-lasting change b r e n d a n d u f f 60 56 60 60 Co-Founder, March For Our Lives 50 50 45 50 45 42 43 4443 44 40 40 40 35 34 33 32 30 30 30 25 24 25 21 20 20 20 12 10 9 10 10

0 0 0 CONSIDERABLY MODERATELY SLIGHTLY OR CONSIDERABLY MODERATELY SLIGHTLY OR CONSIDERABLY MODERATELY SLIGHTLY OR OR VERY EFFECTIVE NOT AT ALL OR VERY EFFECTIVE NOT AT ALL OR VERY EFFECTIVE NOT AT ALL EFFECTIVE EFFECTIVE EFFECTIVE EFFECTIVE EFFECTIVE EFFECTIVE PR Professionals Activists

6 Which of the following activist tactics do you believe are the most effective in creating long-lasting change? Public relations professionals believe that participa- tion in the electoral process is the most effective way 50% to achieve long-lasting change, followed by taking legal PR Professionals Activists action. They rank tactics they associate with activism, 43 such as protests and walkouts, as much less effective. 40 37 Interestingly, activists agree. They place an even greater emphasis on voting in elections (43%) than communica- 34 tors do (31%). And it might come as a surprise to learn 31 that few modern activists (11%) believe protesting in 30 public is effective long-term. 24

Younger members of the PR community, both Gen Y and 20 Z, select voting in elections significantly more often 20 19 18 17 than older respondents. This may explain why March For 15 17 16 15 15 14 15 Our Lives, which began as a nationwide for gun 14 13 14 12 13 11 10 11 12 control, evolved into a campaign to register 10 11 10 9 10 10 young people to vote. The protester of the past is being 7 8 replaced by the voter of the future. 6 7 7 5 2 1 Organizing fundraisers Organizing Mobilizing voters in public Protesting in strikes/walkouts Participating Writing to lawmakers Writing Running for oce Filing a cause-related lawsuit a product/organization Boycotting Campaigning for candidates in elections Voting service in community Engaging mediaContacting to an organization/cause money Donating Sharing an opinion on social media in supportPurchasing of a brand/organization Signing petitions for a cause Changing social pictures media profile Persuading friends and family Persuading 0 Starting petitions PUBLIC ACTION POLITICAL PARTICIPATION CIVIC ENGAGEMENT SLACKTIVISM

8 9 How effective are the following communication channels for present-day activists to deliver their messages? Communicators believe social media is by far the most effective tool for today’s activists. The inter- 80% net has shifted the power to the individual activ- 74 PR Professionals Activists ist, who can use social media to unite like-minded 70 people from different countries and into powerful movements. 60 Activists also believe in the power of social media, but place equal importance on traditional vehi- 50 cles, like and books. Jamie Margolin, the 44 18-year-old founder of climate change advocacy 42 group Zero Hour, chose to author a book titled Youth 40 38 to Power to tell her story, and asked Greta Thun- 35 35 32 berg to write the foreword. In the era of clicktivism, 30 30 28 29 when everyone is sharing their opinions online, more 26 tangible tools can be more credible. 22 22 20 17 Both groups agree that and are still 15 14 12 effective visual mediums for gaining attention for 10 11 11 11 10 10 8 9 issues and causes, as SeaWorld experienced with 7 7 5 6 the documentary film“Blackfish.” 0 Social Media TV Events Film/ Email Online Podcasts Direct Mail Billboards Print Books Phone Documentaries Platforms 10 11 63% 64% BOYCOTT

Of PR Professionals believe activists are more OTT Of PR Professionals believe activists will be more BUYC “Stereotypes and unconscious influential today compared to five years ago influential over the next five years biases that have formed over generations need to be chal- Nearly two-thirds of those working in communication Are activists most effective when attacking an organization lenged by activists who model predict activism’s influence will increase in the coming they believe is doing something wrong (boycott) or inclusive behavior and bring supporting an organization they believe is doing something years. This trend is even more pronounced outside of the U.S. diverse thinking to the table. (74% international vs. 60% U.S.). This could pose a growing right (buycott)? Their actions will bring more threat to who develop practices in opposition innovative solutions and to the views these groups represent. But it also offers an inspire future generations.” opportunity to those who are committed to placing purpose at the center of their communications. 46% are d e a n n e y a m a m o t o more e ective Managing Director, Golin Los Angeles As the COVID-19 crisis taught us, future-focused PR exec- 16% Equally Board Member, USC Center for Public utives must to be prepared to manage unexpected events e ective Relations and controversial issues—well outside their comfort zones. Buycotts are To play this important role successfully, they will need to more e ective rely on the advice of the experts who are anxious to part- 35% ner with them.

12 13 What are the key factors that will drive the growth of activism? Around the world, both activists and commu- nicators agree that declining trust in the polit- 80% ical institutions and the lack of government PR Professionals Activists action are two dominant factors driving the 70 growth of activism. They rank far ahead of bad corporate behavior or loss of media credibility. 60 60 Polarization of society and changes in demo- graphics are major drivers in the U.S., while 50 47 47 access to scientific data is perceived as a 45 growth driver by international respondents. 40 All agree that the increasing use of social 37 36 media is a major growth factor for activism. 33 31 30 26 24 23 20 19 17 16 15 16 14 13 10 9 9 9

3 0 Declining trust in Polarization of Increased use Lack of Changing Bad Loss of media Legal Access to Increased Increasing political institutions society of social government demographics corporate credibility challenges to scientific empathy standard of media action behavior existing laws data living

14 15 In the future, who will be most influential in initiating social ho are the activists emerging as leaders W H O A R E change? Ranked from most to least. of a whole new generation and how will “IN THE FUTURE, EVERYONE THE NEW Wthey act? PR Professionals Activists WILL BE AN ACTIVIST” #1 Community leaders Average Citizens #1 While communicators choose community leaders and ACTIVISTS? celebrities as the activists who will be most influential #2 Celebrities Celebrities #2 in the future, they also rank average citizens above CEOs, influencers and . #3 Average Citizens Community leaders #3

Activists agree the charismatic heroes of the past are #4 CEOs CEOs #4 being replaced by the average citizens of the present. In fact, 29% of activists agree that “everyone will be #5 Social media influencers Journalists #5 an activist” in the future. “Every movement in history has been #6 Journalists Children #6 in part led by young people. Adult ac While communicators don’t rank students and children 25% 29% #7 Philanthrophists Politicians #7 tivists have to understand the poten - as very significant in initiating social change, when Of PR Of Activists tial and unique power youth have to- asked to name the one individual who will have the #8 NGO leaders Philanthrophists #8 Professionals agree most impact in the future, they overwhelmingly chose make change.” agree Greta Thunberg, a 17-year-old student from Sweden. #9 Politicians Social media influencers #9 Activists believe children will be just as influential as j a m i e m a r g o l i n journalists. To quote Australian singer Tones and I, #10 Student groups NGO leaders #10 “The Kids are Coming!” #11 Children Student groups #11

#12 Religious leaders Religious leaders #12 16 17 What characteristics define the New Activist? Demo- graphically, most communicators think the majority 82% MORE TECH-SAVVY 76% MORE LIKELY YOUNG will be younger, non-white, urban females, who are well-educated and tech-savvy. Politically, they will lean liberal. They also believe future activists will be more informed, more empathetic and more passion- 69% MORE INFORMED MORE LIKELY URBAN ate— qualities that facilitate cooperation. But also 67% more extreme and antagonistic—qualities that don’t. WHO IS Survey results also reflect notable differences in MORE EXTREME MORE LIKELY LIBERAL opinions across demographic groups. More female 68% 60% respondents believe future activists will be female, THE NEW more informed, and more collaborative. On the other ? hand, conservatives predict they likely will be more ACTIVIST MORE EDUCATED antagonistic and unrealistic. Right or wrong, these 62% MORE PASSIONATE 55% perceptions will influence how react to the New Activists’ agendas. Both groups should take a fresh look at each other and focus on the intersec- tion of their interests. 49% MORE EMPATHETIC 55% MORE LIKELY FEMALE

47% MORE ANTAGONISTIC 52% MORE LIKELY NON-WHITE

18 19 It’s encouraging to see that many PR profession- To what extent do you Underlining the value of cooperation, 64% of those To what extent does als are thinking about the reaction of activists consider the potential who proactively engage with activists report their your or reactions from activist 22% clients benefit from when they’re planning a new initiative. Given their companies benefit when they do. Activists are even 36% groups when you are Not at all or proactively engaging growing influence, it’s hard to believe that anyone slightly more bullish on working with business: More than 80% Not at all or planning an initiative or with activist groups? slightly 37% does not. 29% think they benefit from the relationship. Moderately creating a new policy for Moderately your company or clients? Although communicators are considering their A great Looking into the future, many corporate communi- A great deal or 49% deal or considerably point of view, 58% say they rarely or never involve considerably cators—especially those who practice outside of the activist groups when they are creating a new poli- U.S.—predict they will work more closely with them. 27% cy. Less than 3% involve them a great deal. This If these two powerful forces can combine to find new seems like a missed opportunity for collaboration, solutions, it will be good for everyone. which may be based on outdated perceptions of activists. To what extent do you However, the level of collaboration will vary depend- To what extent will your proactively involve company’s or clients’ ing upon the nature of the activist group. The World activist groups when you proactive engagement are planning an initiative 58% Wildlife Foundation and March for Climate top the list with activist groups 62% Not at all or of potential partners, followed by the Humane Society Not at all or or creating a new policy change over the next slightly for your company or slightly 28% and Amnesty International. However, “none of these” five years?. clients? Moderately was selected by more PR people than the ACLU, Black Lives Matter, Times Up or PETA. Almost no one said A great deal or considerably they are willing to partner with National Right to Life, Moderately 14% Anonymous or the NRA. Looking forward, thoughtful 35% companies will seek activist partners that align with 3% their values and their business. A great deal or considerably

20 21 If any, which of the following activist groups would your company or clients be willing to partner with?

40% 40 40 PR Professionals 35 32 30 30 27

25 24 23 23

20 19 17 15 15 15 13 11 11 10 9 7

5 2 2 2

0 World Wildlife March for Humane Amnesty Greenpeace None of these ACLU Sierra Club Black Lives Planned Times Up! March for Our Center for PETA Jewish Defense Citizens Move on.org National Anonymous National Rifle Fund Climate Society International Matter Parenthood Lives Reproductive League United Right to Life Association Rights 22 23 Looking at the less cooperative side of activist rela- What factors most likely trigger your company or clients to How prepared are your company or clients to tionships, it’s surprising that only 31% of professionals respond to attacks from activist groups? respond to attacks from activist organizations? surveyed believe their organization is very prepared PR Professionals to respond to activist attacks when they happen. The question is whether the unpreparedness stems from Long-term impact on a lack of attention to activists or a lack of skills. 69 Potential legal liability 32% The primary rationale for responding to an activist 40 Not at all or attack is based on the potential impact on a company’s Scope of media interest slightly 37% 35 Moderately or a brand’s long-term reputation, which is cited four times more often than the impact on short-term . Validity of the accusation 32 Legal liability and media interest are also important A great deal or Threat to company values considerably factors in triggering a corporate response. 23 31% Concerns raised by board of directors In the age of employee activism, it’s stunning that 21 communicators say the opinions of their employees Sentiment of the online is the last factor they consider when deciding how 20 and when to respond to activists. This attitude will Power of the activist group 18 surely evolve as more employees voice their opinions Short-term impact on sales on everything from gender equity to climate change. 16 Opinions of employees 13 0 10 20 30 40 50 60 70 80%

24 25 TO WHAT EXTENT DO PR PROFESSIONALS AGREE WITH THE FOLLOWING STATEMENTS? verall, only one-fourth of PR professionals N E W A C T I V I S M describe themselves as Activists. Most plan I think of myself as an I think of myself Oto express their beliefs in more traditional activist as an ally* REQUIRES N E W ways, like voting, donating money and engaging in community service. They aren’t likely to engage in COMMUNICATION more vocal methods, like protesting and striking. Almost three-fourths identify as Allies, people who 24% 70% support activists. Females are significantly more likely to describe themselves as both Activists and Agree Agree Allies, while younger respondents are more likely to participate in protests, strikes and walkouts.

*Someone who supports activists

26 27 PR Professionals say they personally intend to engage in the following activities in 2020.

80% 78

72 70

58 60 60 57

51 50 47 45

40

30 30 25 25 22 23 19 20 15

10 8 6 2 3 Campaigning for candidates a product/organization Boycotting Filing a cause-related lawsuit Running for oce service in community Engaging mediaContacting to an organization/cause money Donating in elections Voting friends and family Persuading Signing petitions in supportPurchasing of a brand/organization Sharing an opinion on social media for a cause Changing social pictures media profile 0 in public Protesting Mobilizing voters in strikes/walkouts Participating to lawmakers Writing fundraisers Organizing Starting petitions

PUBLIC ACTION POLITICAL PARTICIPATION CIVIC ENGA GEMENT SLACKTIVISM 29 Even though most don’t identify as activists, an over- According to Public Relations Professionals... On what societal issue will your company or clients most whelming majority (84%) of PR professionals believe likely proactively take a public stand in the future? a corporation should take a public stand on issues CORPORATIONS SHOULD TAKE A PUBLIC related to their business. Diversity & inclusion is the PR Professionals number one issue U.S. communicators will tackle, STAND ON SOCIETAL ISSUES RELATED while climate change is the overwhelming concern TO THEIR BUSINESS. Diversity & inclusion 30 outside the U.S. Climate change 26 But communicators are much less enthusiastic Healthcare 12 about speaking publicly about issues like LGBTQ 84% rights, gun control and immigration. Agree 11 Gender equality Almost half of students studying public relations 6 believe that companies should take a stand on Homelessness 3 issues—even if unrelated to their business. These CORPORATIONS SHOULD TAKE A PUBLIC “The polarity of camps—liberals versus conser- LGBTQ+ rights future leaders are more eager to expand the role of STAND ON SOCIETAL ISSUES UNRELATED vatives — doesn’t fly anymore and that’s a good 2 business in society. TO THEIR BUSINESS. Reproductive rights thing. The movements students are creating are 1 based on their united values. They’re on the same Gun control page about issues, and they’re demanding action.” 0.7 Immigration 28% 0.5 m e l i s s a w a g g e n e r z o r k i n Agree Global CEO & Founder, WE Communications 0 5 10 15 20 25 30% Board Member, USC Center for Public Relations

31 The decision on what social issues companies Which stakeholder group is the most influential when your address is influenced mainly by the views of company or clients formulate positions on social issues? their senior executives and their customers. They are much more important than govern- PR Professionals ment officials and activist groups—who seem Senior executives to have little influence on the formulation of 22 “Storytelling and relatabil- corporate policy. Customers/clients ity to a movement are the 21 first steps in effective digi- If activists want to be engaged in the corpo- Employees tal organizing, both of which rate decision-making process, they need to 12 can be amplified through demonstrate how their involvement can help Board of Directors 11 social media. Young activ- build a company’s reputation—rather than tearing it down. Shareholders ists today are showing us 11 that success does not come In this critical formulation stage, compa- Media from having a platform, but 9 nies are more interested in their employ- rather from creating one.” Government ocials ees’ opinions. Speaking up at the beginning 6 of the process is much more effective than b r e n d a n d u f f Influencers complaining at the end. 3 Activist groups 0.9

0 5 10 15 20 25%

33 In 2020, most communicators say their IN 2020, YOUR COMPANY WILL... companies and clients will not endorse or donate to a political candidate. Similarly, more than half say they won’t donate or partner with activist groups in the coming Endorse a political candidate Donate to a political candidate Partner with an activist group Donate to an activist group year. 100% 90% Recent studies show that consumers and 80 employees expect companies and brands 75% to get involved. And we have seen the posi- 61% tive results of their involvement during the 60 COVID-19 pandemic. In the future, will this 51% new level of corporate mobilization and “Companies that collaborate with activists can 40 38% cooperation be applied to other high-stakes gain important perspective on how to use brand global issues, like climate change? 28% influence to elicit meaningful societal change. 20 14% With the rise of the younger conscious consumer, 11% 11% 11% organizations that take a stand have an increasing 5% 5% competitive advantage.” 0 Yes Maybe No Yes Maybe No Yes Maybe No Yes Maybe No

e l i z a b e t h l u k e Communications Executive, Pinterest Board Member, USC Center for Public Relations

34 35 Given employees’ growing engagement in all kinds of issues, DOES YOUR COMPANY... it is striking that less than one-third of communicators say When they disagree with a stand their companies If your company took a public stand that you disagree Have a policy regarding employee activism? their organizations have policies regarding employee activ- take on an important cause or candidate, most with on an important social issue or political candidate, ism. And half say they don’t know if their organizations 100% communicators are unlikely to protest or complain. how would you respond? support employee involvement in activist groups. As the The majority, especially men, say they will quietly 80 PR Professionals NBA learned when the Houston Rockets’ general manager 71% try to change the minds of senior management or recently commented on the Hong Kong protests, stating a 60 they will share their opinions with their coworkers. Quietly try to change the minds of senior management personal opinion can become an international incident. In the Almost one-third say they will just keep their opin- 54 40 era of New Activism, creating a policy about how employees 29% ions to themselves. Share my views with coworkers publicly address divisive societal issues should be mandatory 40 20 to avoid embarrassment and reputational damage. The traditional role of public relations executives Keep my opinion to myself 0 is to defend the of their companies and 30 Yes No their clients. Sometimes this work is done behind Complain to HR the scenes without the benefit of outside perspec- Support employees’ involvement in activist groups? 16 tive. In a future filled with passionate, informed 100% activists, communicators will need to take a proac- Resign my position 15 tive approach to addressing sensitive social causes 80 and engaging the everyday citizens who promote Share my views on social media them. New Activism requires New PR. 7 60 52% Support their position 5 40 31% Publicly protest their decision 20 17% 5

0 0 10 20 30 40 50 60% Yes No Don’t Know or N/A 37 METHODOLOGY

The data for the 2020 Global Communications Report DESCRIPTION OF PR PROFESSIONAL SAMPLE: years (23.3%). 39.3% indicated that they were male, community when comparisons across generations was collected through an online survey fielded by the 58.8% female and 1.9% other or preferred not to were made. USC Annenberg Center for Public Relations (CPR) and The sample included in the analyses encompasses 837 answer. Nearly half (49.7%) had 20 years or more of distributed through PR-related email lists and social responses from PR professionals, of which 503 were PR working experience in the PR industry. Regarding their DESCRIPTION OF ACTIVIST SAMPLE: media groups. The survey was live between January professionals working in agency/consultancy estab- political orientation, 56.8% identified as liberal, 25.4% 21, 2020, and February 24, 2020. lishments and 334 working as in-house PR profession- as center and 17.8% as conservative. The activist sample encompasses 296 U.S. respon- als. 72% of the PR professionals were from the United dents who were polled online through Survey The survey asked questions regarding activist groups, States and the remaining 28% from other countries. DESCRIPTION OF STUDENT SAMPLE: Monkey on March 14-15, 2020. The respondents were their impact and their relevance for PR aimed at PR qualified based on the PR professionals’ definition professionals (agency and in-house professionals) and Of those working for agencies/consultancies, 35.2% The student sample encompasses 195 respondents. of activists in our initial survey: whether they PR students. Responses were subjected to extensive indicated that they headed the organization and 20.5% The student respondents were 20.5% male, 76.8% engaged in public action or political participation. data cleaning to eliminate dubious response patterns had significant management responsibilities within the female and 2.7% identified as other or preferred not The respondents were 49.3% male and 50.7% and respondents who had misclassified themselves. organization. Of the in-house PR professionals, 41.3% to answer. 78.1% were between 18-24 years old and female. 42.9% were between 18-29 years old and indicated that they were the most senior communica- 17.9% between 25-34 years. 90% were from the United 29.7% between 30-44 years. The sample for this survey is a “convenience sample.” tion professional in the organization and an additional States. 64.7% were undergraduate or honors students. Consequently, we cannot say that the responses are 24.9% indicated that they had significant management 64.2% identified as liberal, 19.7% as center and 16.1% representative of the respective populations. Never- responsibilities. as conservative on the political spectrum. 59.9% had theless, we believe this data offers numerous direc- work experience in the PR industry. Given their exten- tional insights into the attitudes and beliefs of the PR The PR professionals in the sample were mostly sive experience working in PR, students were combined community. between 45-54 years old (27.5%), followed by 35-44 with the PR professional sample to represent the PR

38 39 ACKNOWLEDGMENTS BOARD OF ADVISORS COMING SOON

Dean Willow Bay USC Center for Public Relations Jessica Adelman Elizabeth Luke Gordon Stables Fred Cook, Director Ann Barlow Gulden Mesara-Dogan Nirit Weiss-Blatt, PhD Burghardt Tenderich, PhD, Gary Brotman Torod B. Neptune Stephanie Abadom MA ’21 Associate Director Judy Brown James T. Olson Amanda Brunak ’20 Ron Antonette Adrienne Cadena Glenn Osaki Devyn Harrod MA ’21 Ulrike Gretzel, PhD Cathy Calhoun Ron Reese Sara Lattman MA ’21 Tina Vennegaard Janet Clayton Heather Rim ZaZu Lippert ’22 Stephanie Corzett Josh Rosenberg Manuelita Maldonado MA ’20 Carrie Davis Don Spetner Cathy Park MA ’20 For Partner Programs and Corey duBrowa Tyler C. Stevens Sandra Stanisa MA ’20 Sponsorship Opportunities, Bob Feldman Kirk Stewart Suzanne Boretz, graphics contact: Matt Furman Michael Stewart Rachelle Martin, Ron Antonette Brenda Gonzalez Julie Sugishita Jasmine Torres, events Chief Program Officer Cynthia Gordon Oscar Suris Join Fred Cook, USC Annenberg professors and PR industry guests for ASCJ TechOps [email protected] Simon Halls Dan Tarman further discussions about New Activism and other topics in a new 213-740-3864 Matthew Harrington David Tovar #PRFuture podcast series premiering this May. Our initial episodes will Brochure design by Bill Imada Gerry Tschopp feature activists Brendan Duff (March For Our Lives), Jamie Margolin Patricia Lapadula Megan Jordan Julia Wilson (Zero Hour), and April Reign (#OscarsSoWhite). Seema Kathuria Deanne Yamamoto Molly Keveney Blythe Morris Yee Tom Lange Melissa Waggener Zorkin Maryanne Lataif

40 UNDERWRITING PARTNER

PARTNERS i n partnership w i t h u n i o n p a c i f i c

IN PARTNERSHIP WITH UNION PACIFIC