The “Convergence” of PR and Marketing: 6 Trends to Watch

From the USC Center for Public Relations Global Communications Report

This sponsored webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Techniques & Tactics

This webinar will discuss the convergence of PR and marketing, identify six specific trends for PR professionals to contemplate as they plan their response to this convergence, and then take a glimpse into the future to assess where we might be headed as an industry. Fred Cook takes key findings from the 2017 USC Annenberg Center for Public Relations Global Communications survey to share important takeaways with the webinar participants.

  • Participants will leave with a more comprehensive understanding of the future of profession, based on research in the field, to manage and adapt to the trend of PR and marketing merging together.
  • Professionals will understand the six core trends to watch, and acquire tips on how to adapt to the merging of PR and marketing, redefining or renaming PR, the integration of digital storytelling, shifts in media, changing metrics and the client-agency dynamic.

This webinar and its content are sponsored by



Frederick H. Cook, Fellow PRSA, CEO, Golin

Photo of Frederick H. Cook, Fellow PRSA

Fred Cook is the director of the USC Center for Public Relations (CPR) and a Professor of Professional Practice in the Annenberg School. As the director of CPR, he connects businesses, agencies, academics and students to advance the study and practice of public relations through research, education and innovation.

Cook is also the Chairman of Golin, one of the world’s largest public relations firms, with 50 offices around the globe. For the last 30 years, he has been providing marketing advice and crisis counsel to blue-chip companies like Nintendo, McDonald’s and Toyota. He has also worked personally with Jeff Bezos, Herb Kelleher and Steve Jobs.

Cook's 2014 book, “Improvise – Unorthodox Career Advice from an Unlikely CEO,” shares the wisdom he learned as a cabin boy on a Norwegian tanker, a doorman at a five-star hotel and chauffeur for drunks. Since his book was published, he has spoken at more than 50 colleges around the world, which has given him a deep appreciation for the pressures students are facing and the dreams educators are striving to fulfill.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.