Starbucks, eBay, Instagram leaders forecast what will drive PR, communications in 2017

LOS ANGELES, Dec. 1, 2016 /PRNewswire-USNewswire/ -- Leaders of Starbucks, United Airlines, eBay and Instagram – as well as top PR agencies, including Golin, Ketchum and Weber Shandwick – are revealing their forecasts of the topics and trends that will impact society, business and communications in the coming year.

USC Annenberg's Center for Public Relations today released its inaugural 2017 Relevance Report, a unique collection of thought pieces from communication leaders and academic experts who identify the issues, ideas and innovations that will be relevant to the communications industry in 2017.

The brief essays cover a broad range of topics that span media, communications, technology, brand and people. It's designed to give those studying and working in public relations a preview of what the coming year will mean for our industry, our society and our careers.

The Center for Public Relation's mission is to connect corporations, agencies, academics and students to define the future of the industry and to develop those who will shape it by examining current strategies and forecasting future trends.

Read and download the full 2017 Relevance Report here: http://annenberg.usc.edu/relevancereport.

Contents:

Media
Come Closer, Bernadette Anat, Instagram
Mainstreaming of Video Streaming, Cindy Gordon, Nintendo of America Inc.
You Get What You Pay For, Gabriel Kahn, USC Annenberg
Learning from Machines, Alex Cohen, Apttus
Cutting the Cord, Stephanie Pulido, USC Annenberg
Looking into the Future with Outside Insights, Kaveh Rostampor, Meltwater
Sixty and Significant, Dr. Stacy L. Smith, Dr. Katherine Pieper, USC Annenberg

Communications
Never Being Content With Content, Corey duBrowa, Starbucks
Influencers: Now More Than Ever, Deanne Yamamoto, Golin
Changing Skills for a Changing Landscape, Bob Feldman, PulsePoint Group
Navigating Social Geology, Dave Samson, Chevron
The Rise of Purpose, Burghardt Tenderich, USC Annenberg
Chief Gatekeeper?, Don Spetner, Weber Shandwick Worldwide
Virtual PR, Juan Garcia, USC Annenberg
Time to Retire Old Expressions, Bill Imada, IW Group
Global Policy in a Fracturing World, Jay Wang, USC Annenberg

Technology
Return of the Silent Film, Tyler Stevens, Shareability
Virtual Reality is a Reality, Robert Hernandez, USC Annenberg
The Future of Online Shopping, Dan Tarman, eBay
Screaming into the Echo Chamber, Todd Defren, SHIFT Communications
China Technically, Glenn Osaki, MSLGROUP
Mr. Robot, Tony Weisman, Digitas LBi

Brand
Brand Building in Real Time, Heather Rim, AECOM
Seeking Relevant Insight, Robert Kozinets, USC Annenberg
The Omnichannel Customer Experience, Kirk Stewart, KT Stewart
The Road to Relevance, Caroline Dettman, Golin
Reputation Requires Permission, Michael Stewart, Ketchum

People
Millennials in Management, Adrienne Cadena, Havas Street
Demographics and Race Reshape the Future, Julia Wilson, Wilson Global
Wheels Up for Cuba, Jim Olson, United Airlines
Why Empathy and Why Now, Dr. Ernest J. Wilson III, USC Annenberg
A Life Half Full, Tom Noland, Humana

The Relevance Report was produced with the support of Golin, Humana and Meltwater.

About the USC Annenberg Center for Public Relations (CPR)
Based at the USC Annenberg School for Communication and Journalism in the heart of Los Angeles, the USC Center for Public Relations (CPR) is truly at the center of one of the world's most dynamic professions. Our mission is to connect corporations, agencies, academics and students to define the future of our industry and to develop those who will shape it.

About the USC Annenberg School for Communication and Journalism
Located in Los Angeles at the University of Southern California, the Annenberg School for Communication and Journalism is a national leader in education and scholarship in the fields of communication, journalism, public diplomacy and public relations. With an enrollment of more than 2,200 students, USC Annenberg offers doctoral, graduate and undergraduate degree programs, as well as continuing development programs for working professionals, across a broad scope of academic inquiry. The school's comprehensive curriculum emphasizes the core skills of leadership, innovation, service and entrepreneurship and draws upon the resources of a networked university in a global urban environment.

Contact: Gretchen Parker McCartney
USC Annenberg, [email protected], mobile 410-215-1931

SOURCE USC Annenberg School for Communication and Journalism