USC Annenberg 2022 Relevance Report

2022

PEOPLE EDITION

CONTENTS

Table of Contents WHO IS RELEVANT?...................................................................... 6 RELEVANCE SURVEY RESULTS........................................................ 8 LEADERSHIP............................................................................... 12 Class of 2022....................................................................................... 14 Betsy Berkhemer-Credaire.................................................................... 16 Hannah Fry......................................................................................... 20 Lauren Wesley Wilson.......................................................................... 22 Anita Hill............................................................................................ 24 Sanyin Siang........................................................................................ 26 Bezos, Branson & Musk......................................................................... 30 Paxton Smith....................................................................................... 32 Jerome Powell..................................................................................... 36 Parents............................................................................................... 40

RELEVANCE SURVEY RESULTS........................................................ 42 THE ARTS.................................................................................... 44 Bo Burnham........................................................................................ 46 Amanda Gorman.................................................................................. 48 Ted Lasso............................................................................................ 50 Ted Lasso............................................................................................ 52 José Andrés........................................................................................ 54 Crystal Echo Hawk............................................................................... 56 Vincent Van Gogh................................................................................. 60 Lil Nas X.............................................................................................. 62 Telfar Clemens..................................................................................... 64 Selena Gomez...................................................................................... 66

2

RELEVANCE REPORT 2021-22

RELEVANCE SURVEY RESULTS........................................................ 70 INFLUENCERS............................................................................. 72 Ogo.................................................................................................... 74 Qai Qai............................................................................................... 76 Banbo Kitty......................................................................................... 78 Kat Tenbarge ...................................................................................... 80

RELEVANCE SURVEY RESULTS........................................................ 84 ATHLETICS.................................................................................. 86 Allyson Felix........................................................................................ 88 Simone Biles........................................................................................ 90 Naomi Osaka....................................................................................... 92 Emma Raducanu.................................................................................. 94 Chris Nikic.......................................................................................... 96

BOARD OF ADVISORS.................................................................... 98

PEOPLE EDITION

3

STAFF

4

RELEVANCE REPORT 2021-22

USC ANNENBERG Center for Public Relations

2021-2022 DIRECTOR

ASSOCIATE DIRECTOR

Fred Cook

Burghardt Tenderich, PhD

CHIEF PROGRAM OFFICER

SENIOR RESEARCH FELLOW

Ron Antonette

Ulrike Gretzel, PhD

fcook@usc.edu

ron.antonette@usc.edu

tenderic@usc.edu

gretzel@usc.edu

SENIOR STRATEGIC ADVISOR

Tina Vennegaard tinaven@usc.edu

STUDENT RESEARCH ASSOCIATES

Sophia Alaraj ’23 Jonathan Chavez MA ’22 Jo Chen MA ’22 Adrian Finer ’24 Mia Lima ’25 ZaZu Lippert ’22 Christine Leung MA ’23 Melissa Mancini MA ’22

Dervla Mcneice MA ’23 Bokie Muigai MA ’22 Lauren Montgomery MA ’23 Mythily Nair MA ’23 Peter Njoroge MA ’22 Kiahna White-Alcain MA ’23 Liv Wang MA ’23 Daphne Zhu ’23

USC ANNENBERG CENTER FOR PUBLIC RELATIONS Los Angeles, California | December 2021 © 2021 University of Southern California

PEOPLE EDITION

5

FOREWORD

Who Is Relevant?

FRED C OOK

For the past five years, the Relevance Report has focused on the communication trends our contributors believed would impact our industry in the coming year. This year, we are focusing on something different — People.

People who will have an impact on our work and our lives in 2022. We didn’t provide much direction to those who participated, because we wanted to be surprised by who they chose. And we were.

The 29 essays in this year’s “People Edition” profile a wide range of individuals. Some famous and some obscure. Some young and some dead. Some funny and some serious.

Some athletes and no politicians. And all interesting.

We also asked Americans who they thought would be relevant next year. Their answers were thinly spread across a wide range of influential people in a number of categories. Some were predictable, like LeBron James and Elon Musk. Some were not, like Greta Thunberg and Billie Eilish. No one was chosen by more than one-third of the respondents and “none of the above” was often the most popular choice, demonstrating that Americans have

6

RELEVANCE REPORT 2021-22

distinct, diverse opinions about everything — including the future.

When asked what emoji best represents their attitude towards what lies ahead, 36% chose the fingers crossed image, which stands for hopeful. COVID-19 tops the list of things they are worried about, while many look forward to not wearing a mask.

As we approach the end of the pandemic, American’s opinions about work and life are changing. Almost one-fourth said they want to dedicate time every day to their well-being. Fourteen percent want to get a new job where they can work less or get paid more. A mere 1% want to go back to the office full time, and if they do go back, 17% prefer to wear jeans and a t-shirt to work.

The question that best captures America’s current attitude is “If you were a car, what gear would you drive in during 2022.” The number one answer — “Cruise Control.”

The mission of the USC Annenberg Center for Public Relations is to connect

corporations, agencies, academics and students to define the future of our industry and to develop those who will shape it. Our annual Relevance Report identifies emerging issues, examines current strategies and forecasts future trends.

F R E D C O O K is Director of the USC Center for Public Relations, where he advances the study and practice of PR through research, education and innovation. He is also the chairman emeritus of Golin, one of the world’s largest and most progressive firms, with more than 65 owned and affiliate offices around the globe. Fred is the author of Improvise: Unconventional Career Advice from an Unlikely CEO, and host of the USC Annenberg podcast #PRFuture, which explores industry and societal trends.

PEOPLE EDITION

7

SURVEYS

2022 USC ANNENBERG

Relevance Survey Results The USC Center for PR surveyed 1,102 Americans about which people, products and issues will be MOST relevant to them in 2022. The results of the survey, which was conducted via Survey Monkey on October 8-9, 2021, are shared throughout this book. The survey results have a margin of error of +/- 3%. Some answers with low responses or "none of these" were omitted.

8

RELEVANCE REPORT 2021-22

PEOPLE EDITION

9

SURVEYS

2022 USC ANNENBERG

Relevance Survey Results

10

RELEVANCE REPORT 2021-22

PEOPLE EDITION

11

LEADERSHIP

12

RELEVANCE REPORT 2021-22

PEOPLE EDITION

13

LEADERSHIP

Class of 2022

Get Ready to Work Alongside Them WIL LOW B AY

It’s hard to offer predictions in a world still navigating a once-in-a-lifetime pandemic.

But, if I were to bet on one thing it would be the USC Annenberg School for Communication and Journalism’s Class of 2022. With all their passion, purpose and mission-critical communication skills, I believe they will command our attention in the next year and beyond.

As Melissa Waggener Zorkin, global CEO and founder of WE Communications, and a member of the USC Center for Public Relations board of advisors, shared with us during a recent event, “Communication is one of the most powerful tools and facilitators of the things we need to get done in this world.”

Our graduates have acquired the expertise to do just that, along with a deep understanding of the power of the stories we tell. Their “soft skills” — or “human skills” as I prefer to call them — have never been more relevant, or more necessary.

When LinkedIn considered upcoming shifts in work, it pointed out that “soft 14

RELEVANCE REPORT 2021-22

skills” such as communication and reasoning are in high demand. That’s not a void that robots or artificial intelligence can fill. The Bureau of Labor Statistics projects that employment in the communication and media industries will grow 14% between 2020 and 2030, resulting in more than 150,000 new jobs for writers, producers, editors, translators, and creators across platforms.

Our Class of 2022 will join the workforce with a firm grasp on what it means to be changemakers as communication continues to reshape the way we live, work, play, solve problems and consider our future. In our classrooms, they have been analyzing and reflecting — in real time — upon the profound disruption, re-invention, innovation in media and communication, particularly the ways in which media is produced, distributed, consumed and understood. Along with these changes, they have been asking urgent questions about civil discourse, free speech, access to information, the spread of misinformation, the erosion of trust, truth and accuracy.

W I L L O W B AY is Dean of the Annenberg School for Communication and Journalism, and holder of the Walter H. Annenberg Chair in Communication.

“

THEY HAVE BEEN ASKING URGENT QUESTIONS ABOUT CIVIL DISCOURSE, FREE SPEECH, ACCESS TO INFORMATION, THE SPREAD OF MISINFORMATION, THE EROSION OF TRUST, TRUTH AND ACCURACY. As a result of their education, lived experiences and professional development, I know this class will help solve some of our most intractable societal problems. I also know they will inspire us in the process.

Take Steven Vargas, “a complete superstar who is talented on more fronts than I can name” according to one of his professors.

Not only does Steven have a track record of journalistic achievements and accolades, he is also a member of the Equity Board, an Annenberg Media initiative dedicated to promoting inclusive coverage. Or what about Caitlin Hernández? Their work as a leader at Annenberg Media has elevated the stories of LGBTQ+ communities with nuance and rigor. And then there’s ZaZu Lippert, who after realizing her passion

for radio, is now the executive producer of #PRFuture, a podcast that covers shifts in the PR industry’s approach to complex issues such as polarization and activism.

Steven, Caitlin and ZaZu are three out of hundreds of examples I could give of USC Annenberg students who give us hope.

Given the challenges we face, we need their energy and determination more than ever.

But, they need our help, too. They need mentorship. They need us to listen. With 2022 on the horizon, I can’t think of a more important use of our resources.

I have seen the future. I can’t wait for you to work alongside them.

PEOPLE EDITION

15

LEADERSHIP

Betsy Berkhemer-Credaire How a Former PR Pro Impacted a National Movement M EGA N JOR DA N

After observing the low numbers of women on corporate boards for decades, Betsy Berkhemer-Credaire jotted herself a note on a napkin during a coffee conversation about the phenomenon. Ever the optimist, Betsy’s note focused on a potential solution: “Why can’t there be a law in California, like in Europe, requiring women on boards?”

Several European countries had already mandated that 30% to 40% of board members should be women, so Betsy began to explore the issue further. She held dinner meetings with the handful of local women who already served on corporate boards.

It was a small group. In 2010, women held only 10% of board seats in the Russell 3000 corporations (the largest 3,000 corporations in the U.S.). From that small but powerful dinner cohort sprang a movement.

A lifelong entrepreneur, Betsy co-founded a Los Angeles public relations agency with business partner Richard Kline that was later acquired and renamed Berkhemer

16

RELEVANCE REPORT 2021-22

Kline Golin/Harris (now Golin Los Angeles). She remained at the firm’s helm until launching retained executive search firm Berkhemer Clayton in 1994. With both PR expertise and a powerful network, Betsy leveraged her original dinner group’s influence and contacts and formed the Southern California chapter of Women Corporate Directors to socialize of the concept of a law.

Betsy called upon friends from the National Association of Women Business Owners of California, where she had been statewide president, to engage their support and asked them to come with her to Sacramento.

Their visit with legislators resulted in having California State Senator Hannah Beth Jackson wholeheartedly agree to take on what became a seven-year campaign to pass a law.

Named Senate Bill 826 to represent the date (Aug. 26) when Congress passed the 19th Amendment that granted women

MEGAN JORDAN is head of communications at West Coast University and American Career College. She is currently serves on the USC Annenberg Center for PR Board of Advisors and the Special Olympics Southern California Board of Directors. Two of her four daughters are Trojans, including her oldest who is a junior pursuing PR at Annenberg.

the right to vote, the law passed on Sept.

30, 2018. Immediately controversial and opposed by the powerful California Chamber of Commerce, SB 826 did not use a “quota,” but required specific numbers of women on California boards: at least one woman by year-end 2019, and at least three

by Dec. 31, 2021.

That same year, 2020 Women on Boards recruited Betsy to become its CEO, parallel to running her retained search business.

The 501(c)(3) nonprofit rebranded itself as 50/50 Women on Boards after surpassing its initial 20% target, and adjusted its mission it to focus on achieving 50/50 women on boards — with 20% of all board seats being held by women of color.

While the movement gained momentum, meaningful change took time.

“Companies did start to bring women onto their boards right away — slowly at first — but the message is catching on now,” Betsy

said. “The ripple effect has been remarkable throughout the country.”

Of the two conservative lawsuits filed to challenge SB 826 and overturn the law, Betsy said, “progress speaks louder than naysayers”.

Leading the nation with a year-over-year increase from 24.2% to 29.3%, California’s corporations are reaping the benefits of having more and more women on their boards. The national average has also risen to 25% — more than doubling the numbers prior to the passage of CA SB 826. The move is also good for business according to McKinsey & Co. and Morgan Stanley, which have both published research demonstrating that companies with diverse boards with at least three women are significantly more productive and its workforce more engaged.

Corporations and institutional investors have taken notice. This year, Goldman

PEOPLE EDITION

17

LEADERSHIP

Sachs announced it will no longer take a company public unless it has at least two diverse board members. Black Rock, CalPERS, CalSTRS, The New York State Pension Fund, and many others have taken stands for diversity on boards.

And in a historic move on Aug. 6, 2021, the Securities & Exchange Commission approved a rule, championed by Nasdaq’s first female CEO, Adena Friedman, to require all 3,000 Nasdaq-listed companies to have at least one woman and a diverse candidate on their boards. The U.S. Chamber of Commerce has backed Nasdaq’s rule and the New York Stock Exchange is reportedly exploring its own diversity plan.

Recently featured on the front page of the Los Angeles Times, Betsy was also referred

18

RELEVANCE REPORT 2021-22

to by Forbes as “one of the unstoppable forces behind California’s 2018 law” and “ever aspirational.” Betsy hopes that future leaders can apply the lessons she’s learned from her success — as well as from her mistakes — to their own efforts to change the world for the better.

“The key to my success throughout my entire career — and personal life — is optimism,” Betsy says, while wearing her ever-present smile and signature red jacket.

“Always look at the bright side of things; be open to engaging with new people; build your network by volunteering with influential nonprofit organizations and take on the tough projects no one else wants to do; and have fun along the way. That’s how I’ve been able to stay ‘relevant.’”

PEOPLE EDITION

19

LEADERSHIP

Hannah Fry

Making the Complex Accessible M AT THE W H A R R I NGTO N

I’ve long been a fan of the weekly “Lunch with the FT” column. It is a Saturday ritual to sit down with a cup of coffee and gain insight into that week’s interview subject. Earlier this year, I was fascinated by the interview with Hannah Fry,1 an accomplished mathematician whose achievements are numerous. Not only is Fry the author of several books, the host of a TED Talk on “ The Mathematics of Love” that has been watched by more than 5.4 million people, and a prodigious presence in all manner of media channels, but Fry is also a gifted communicator.

Fry excels at identifying patterns in data about a range of complex topics, from pandemic curves to interpersonal relationships and dating. She has conquered the challenge of making science and data compelling — and even fun.

Could anything be more relevant in an age where science is politicized and data is weaponized?

I see three powerful intersections between Fry’s research and the evolving nature of

communications, which are pertinent for our field in 2022 and beyond.

FIRST: Infuse humanity into data science.

How we convey a wealth of data in a relatable manner makes the difference between understanding and dismissal. Fry says it can be “easy when you are working with data to just think of people as though they are numbers.” She uses the comparison of “90% versus 1 in 10” to underscore how a small shift in perspective can dramatically alter how people receive information. There is tremendous power in personalizing data and giving it a narrator who makes the complex accessible. This is one of Fry’s many superpowers.

SECOND: “Problem-frame” in a thoughtful

manner. Today, we have access to more information, stories and data than ever. But, as communicators, we need to ensure that we look at it through the right aperture, ask challenging questions, and consider emergent patterns. There is a risk that people pick and choose information to tell their version of a story rather than looking

1 Lunch with the FT, Mathematician Hannah Fry, July 30, 2021: https://www.ft.com/content/a5e33e5a-99b9-4bbc-948f-8a527c7675c3

20

RELEVANCE REPORT 2021-22

M AT T H E W H A R R I N G T O N is global president & COO of Edelman. He is a member of the USC Annenberg Center for PR Board of Advisors.

“

SHE USES THE COMPARISON OF “90% VERSUS 1 IN 10” TO UNDERSCORE HOW A SMALL SHIFT IN PERSPECTIVE CAN DRAMATICALLY ALTER HOW PEOPLE RECEIVE INFORMATION. at the full picture. Can we develop and test a hypothesis? How can we stay true to the data while bringing it to life in the most compelling fashion?

THIRD: Appreciate the power and risk

of exponential growth. Fry notes that patterns around explosive growth can be hard to see early on, which is one of many challenges around how the ongoing pandemic is portrayed. This is an apt — and perhaps cautionary — analogy for communications more broadly, which has experienced exponential growth in the number of channels, platforms and sources of information. While this has unlocked astonishing possibilities for individuals to become creators, causing new voices to be heard and making access to information more equal, its risks have become tremendously apparent in the rise of fake

news and misinformation. Edelman’s 2021 Trust Barometer reported that social media was the least trusted information source and that only 25 % of people practice “good information hygiene,” which is defined as engaging with news, avoiding echo chambers and vetting information sources.

How can we mitigate bad actors and help people find trusted information sources?

Fry’s approach to bringing the complex world of math and data to life through relevant stories represents where the field of communications needs to evolve.

Our field is going to increasingly depend on making sense of a world of data and algorithms. As communicators, we have a responsibility to seek truth, transparency and humanity; we must ask difficult questions, frame information in earnest, and advocate for accuracy.

PEOPLE EDITION

21

LEADERSHIP

Lauren Wesley Wilson Activist and Communications Leader M EL ISSA WAG G E NE R ZO R KIN

Of course, the industry still has a long way to go. According to data from PRovoke Media, white men are paid more on average than any other demographic in communications, and are promoted more often. 51% of partner-level employees are men, despite the fact that they only make up 25% of the total PR workforce.

One lunch became two, then three, then it became an ongoing series. Word of mouth brought more attendees. Women started connecting with each other outside of the lunches. They got each other jobs, helped with projects, even went to each other’s weddings.

Lauren’s work seeks to correct this. She’s an activist who sees the value in everyone’s perspective, and who knows that diversity, equity and inclusion is so much more than a pledge or a corporate initiative — it’s people helping each other and connecting with each other on a human level.

Lauren decided to make it official and turn ColorComm into a membership network.

Fast forward 10 years and it’s the country’s leading organization for women of color in

That kind of connection requires vulnerability. A few years ago in Miami, I saw Lauren tell a story at the annual

communications, media, marketing and advertising, with over 100,000 professionals, local chapters in ten cities, and more than 100 local programs each year.

22

And it’s all thanks to Lauren Wesley Wilson.

Lauren Wesley Wilson literally changed the communications industry over lunch. In 2011, Lauren was working at an agency and realized that nobody in executive or senior leadership looked like her. She gathered 34 women of color for a networking lunch she called ColorComm. They listened to speakers, shared media contacts and talked job opportunities. Everybody left wanting to do it again.

RELEVANCE REPORT 2021-22

ColorComm Conference. At the previous year’s event, Lauren said she had a bit of a

M E LI S S A WAG G E N E R Z O R K I N is global CEO and founder of WE Communications, one of the largest independent communications and PR agencies in the world. She is a PRWeek Hall of Femme honoree and a member of the USC Annenberg Center for PR Board of Advisors.

“

LEADERS ARE OFTEN AFRAID THAT REVEALING A MOMENT OF VULNERABILITY WILL MAKE THEM LOOK WEAK. BUT SO OFTEN IT’S THE OPPOSITE: VULNERABILITY BRINGS PEOPLE IN.

breakdown. She was taking on too much — presenting, working with speakers, running logistics, as well as managing ColorComm Inc. — and the enormity of the work was starting to sink in. She’d started ColorComm for personal reasons, and now found herself a figurehead for a whole industry movement. She went to the bathroom, cried her eyes out, and thought seriously about quitting. Her friends and the ColorComm community talked her out of it, and a year later here she was, telling this story on stage to make a point about openness, community and connection.

I was stunned to hear her story. Leaders are often afraid that revealing a moment of vulnerability will make them look weak.

But so often it’s the opposite: vulnerability brings people in. That’s what happened in Miami that day — the whole audience was right there with Lauren, thinking hard

about the personal costs and challenges of driving change. I think it made a few thousand people Lauren Wesley Wilson fans for life. I know it did for me.

The ColorComm community is strong, and this kind of powerful grassroots change is going to be felt far outside of just the communication industry. We live in a world that wants all sorts of stories. And diverse stories require diverse storytellers. Every business that speaks to wide audiences needs to be thinking hard about how to hire, retain and elevate diverse communicators, and that’s where Lauren comes in.

Lauren, more than anybody else I can think of, has created an escalator to put the right communicators in the right roles and help tell the stories audiences crave. All in ten years. I can’t wait to see what Lauren does in the next ten.

PEOPLE EDITION

23

LEADERSHIP

Anita Hill Still Believing CA RRIE DAV I S

In October 1991, Anita Hill, an AfricanAmerican law professor, sat before an all-white and all-male Senate Judiciary Committee and accused Supreme Court nominee Clarence Thomas of sexual harassment. In doing so, she introduced the world to the uncomfortable concept of workplace sexual harassment and set off a chain of events that would profoundly change the world and continue to have resonance and consequence today.

Prior to the Anita Hill hearings, most people simply did not know that sexual harassment was illegal or actionable, and victims had no platform or vehicle for coming forward. Following the hearings, claims of sexual harassment filed with the Equal Employment Opportunity Commission shot up and Congress passed the Civil Rights Act of 1991, which gave victims of workplace sexual harassment more legal recourse. State laws began to change as well, and anti-sexual harassment programs became the norm in offices across the country.

24

RELEVANCE REPORT 2021-22

However, it would take another 26 years for the fight against sexual harassment to coalesce into a movement in the form of #MeToo and for the possibility of lasting systemic change to emerge.

The accusations against Harvey Weinstein in 2017 revealed that while sexual harassment was recognized as inappropriate, it nevertheless continued to be pervasive and commonplace, with many victims unwilling to bring complaints or claims forward due to fear of retaliation and stigma. For the first time, an entire industry was forced into a reckoning on these endemic issues.

It was no surprise that when Lucasfilm president Kathleen Kennedy formed the Hollywood Commission in 2017, she chose Anita Hill to lead it. In the intervening years, Hill and the Hollywood Commission have helped bring the industry together and honed in on a system-wide approach to eradicating sexual harassment and increasing accountability. Their

CARRIE DAVIS operates CD Consulting, based in Los Angeles, which

provides communication counsel to entertainment and corporate clients. She is a member of the USC Annenberg Center for PR Board of Advisors.

“

IT WOULD TAKE ANOTHER 26 YEARS FOR THE FIGHT AGAINST SEXUAL HARASSMENT TO COALESCE INTO A MOVEMENT IN THE FORM OF #METOO.

work has become a model for how other industries can work together to solve these complicated, embedded issues.

But Hollywood is only one industry. Sexual harassment and assault persist across industries, structures and geographies.

From Cuomo and Cosby to Kavanaugh and Trump; from video games to Silicon Valley, restaurants to retail, the headlines tell the story of how much more work there is to do.

Thirty years after her testimony, Hill’s new book, Believing, reflects her years of

accumulated experience and insight. She views “gender-based violence as a systemic problem,” and posits that “comprehensive responses” can only be achieved if “the powerful people in public and private leadership roles…take responsibility for implementing those responses.”

While the pace of change may be slow, Hill’s impact on history and culture is undeniable and her perspective and work has never been more vital or essential.

PEOPLE EDITION

25

LEADERSHIP

Sanyin Siang

Relevance Built on Diversity of Relationships BOB FE LD M A N

How many academics do you know with a social following of more than one million?

Sanyin Siang does! Let me explain.

In writing for this Relevance Report, I think of relevance as the imparting of perspective or ideas that serves our current and future moments in a way that resonates with a large swath of our society. But in our deeply complex and fragmented world, to do so requires the ability to draw from a diverse set of perspectives, datapoints and experiences.

Sanyin is remarkable in this regard.

Sanyin is the founding executive director of Duke University’s Coach K Center on Leadership & Ethics (COLE) at the Fuqua School of Business. In 2004, Fuqua and Duke men’s basketball head coach Mike Krzyzewski partnered to create the center to help prepare Duke’s MBA students to be the type of leaders that society needs. Because of her prior experience

26

RELEVANCE REPORT 2021-22

in convening multidisciplinary leaders to explore the ethical, legal, and societal implications of technological advances in D.C., Sanyin brought a similar curation across diverse sectors and industries to Fuqua to help understand and contextualize the challenges that leaders face today.

Sanyin is relevant because of her ability to share leadership insights and emotionally connect with an audience, whether it’s through posts she shares with her millionplus LinkedIn followers, mentoring a student, or advising a tech CEO. Her two decades of experience has helped her develope an incisive and uncanny ability to detect trends and scale ideas.

Her scaffolding is the diverse ecosystem of platforms and relationships that she has fostered which enables her to identify patterns of leadership effectiveness for today and tomorrow.

What makes Sanyin’s approach different is her direct engagement across diverse nodes

B O B F E LD M A N is founder of Feldman + Partners, a purpose-driven

strategy and investment firm, and of The Dialogue Project, which promotes the role of business in reducing polarization and improving civil discourse. He is on the Board of Trustees of the Arthur W. Page Society, and is a member of the USC Annenberg Center for PR Board of Advisors.

“

THROUGH HER ABILITY TO BUILD AUTHENTIC RELATIONSHIPS, SHE HAS ACCESS NOT JUST TO DIVERSE SPACES, BUT ALSO DIVERSE PEOPLE AND THEIR STORIES.

of influences and disciplines. At Duke, not only is the center she serves the result of an unusual partnership between the Business School and Athletics, Sanyin also holds a faculty appointment with Duke’s Engineering School (she is an alumna) and a fellowship with its Divinity School.

Outside of Duke, she is a CEO, coach and advisor, recognized by Thinkers50 in 2019 as the world’s most influential coach and mentor. She is an author of The Launch Book, and her ideas have been shared across publications from HBR, The New York Times and The Wall Street Journal to Fortune and Forbes.

Described by one of her colleagues as a “multi-hyphenate” — thought-leader,

investor, author, executive coach, connector, mom — she has built a multivalent platform which spans military, sport, academia, healthcare, tech, and corporate sectors — an ecosystem that allows her to cross-pollinate ideas and extend the influence and impact of Duke and its business school.

For Sanyin, relevance has an actionable character and quality. Intuiting trends is important, but it’s only half the mission. The other half has to do with influencing action, which results from trust. The lynchpin of her networks is access. Through her ability to build authentic relationships, she has access not just to diverse spaces, but also diverse people and their stories. The heart of Siang’s mission is helping organizations

PEOPLE EDITION

27

LEADERSHIP

see beneath the surface to recognize the innate value of every individual, and the impact each individual can make on the lives around them.

Her leadership evangelism is informed by the belief that everyone has an innate and instinctive gift, or superpower as she calls it. Context, community, and confidence can help us discover and hone those superpowers. And it’s through the collective superpowers of a team that we can address today’s complex challenges and realize unseen opportunities.

Her latest co-creative project is Leading and Living a Life of Significance. It’s not only a podcast and article series that highlight the stories of unsung heroes, it’s a movement that asks its audience to rethink the traditional calculus of success — to redefine what matters, how it matters, and to broaden their perspective of who matters.

At its core is a recognition of gifts every individual possesses, our agency to make a positive difference in moments big and small, and how our significance is the result of turning these into action. The project was created from two unlikely partners — the business school and the divinity school — which, of course, will give it enduring relevance.

28

RELEVANCE REPORT 2021-22

PEOPLE EDITION

29

LEADERSHIP

Bezos, Branson & Musk Vision to Space GERRY TSCH OP P

Space, the new frontier.

These are the voyages of the Starship Enterprise.

Its five-year mission: To explore strange new worlds.

To seek out new life.

And new civilizations.

To boldly go where no man has gone before. © CBS Studios Inc. STAR TREK and related marks are trademarks of CBS Studios Inc.

The opening of the famed TV series “Star Trek” is memorable. And at the time, it seemed a far cry from reality.

30

But thanks to a few pioneers — by the names of Bezos, Branson and Musk — this year got us that much closer to this reality.

A mere nine days later, Jeff Bezos’ aerospace company, Blue Origin, launched him and a small crew that included some of the oldest and youngest people to ever fly into space.

As Blue Origin stated in its mission: “We’re committed to building a road to space so our children can build the future.”

On July 11, 2021, Sir Richard Branson joined a few fellow space explorers to travel at Mach 3 into space. As Branson said, “Just imagine a world where people of all ages, all backgrounds from anywhere of any gender or any ethnicity have equal access to space.

If you’ve ever had a dream, now is the time to make it come true.”

On September 15th, Elon Musk’s SpaceX launched four civilians into space, traveling about 360 miles above Earth. Musk said that while early space tourism may be out of reach for all but the very wealthy, these pioneering missions will lay the groundwork for more affordable trips to space in the future.

RELEVANCE REPORT 2021-22

G E R RY T S C H O PP is chief communications officer, North America,

and heads global external communications at Experian, the world’s leading information services firm. He is a member of the USC Annenberg Center for PR Board of Advisor

“

THE FACT THAT WE HAVE THE TECHNOLOGY, INNOVATION, AND CAPABILITY TO DO SO IS INSPIRING.

Talk about vision statements for our future.

I’m not sure if I — or even my kids — will travel to space. Maybe my grandkids.

But the fact that we have the technology, innovation, and capability to do so is inspiring.

Beyond space travel, questions arise. Does this bode well for our environment and resources in the future? Does it change the face of business and commerce?

Entrepreneurial opportunities?

When I think of those who are shaping our future through innovation, imagination and courage, the moves and the investments made by Sir Richard Branson, Jeff Bezos and Elon Musk are certainly driving what the future can be.

And with the last two years we’ve all experienced, I am inspired by what the future can bring. It should give us all hope and a sense that our society will advance in ways that only Captain Kirk and the Starship Enterprise could fathom.

I’m going all in with YES.

PEOPLE EDITION

31

LEADERSHIP

Paxton Smith We Cannot Stay Silent TIN A VE NNE G A A R D

Eighteen months after the world came to a grinding halt, we are still grappling with the profound changes brought on by the COVID-19 pandemic, including the psychological effects of extended quarantine. In times like these, we search for things in our lives that offer stability and safety: Family, close friends, daily routines and – on a societal level – protections offered by the Constitution and the law. Yet, here in America, basic freedoms many have come to take for granted are under vicious attack. This is no coincidence. People in positions of power have taken advantage of confusion and distractions as a strategy for pushing through their political agenda since before Rome was a republic.

As I write this essay, the ‘heartbeat’ law is taking effect in Texas. The most restrictive abortion law in the United States to date, the Texas senate Bill law signed into law last May by Republican Governor Greg Abbott prohibits doctors from performing or inducing abortions if they have detected a fetal heartbeat, usually around six weeks into a woman’s pregnancy. The Bill makes

32

RELEVANCE REPORT 2021-22

no exceptions for rape, sexual abuse or incest. It also empowers any private citizen to file a civil lawsuit against anyone who provides abortions or “aids or abets” them after the detection of a heartbeat with the ability to yield at least $10,000 in “statutory damages” per abortion.

Despite an emergency appeal from activists, our current conservative majority Supreme Court made no move to block its enforcement and the Texas law took effect on September 1. Waves of protests nationwide culminated in a September House Oversight Committee hearing where members of Congress shared personal accounts that made national news headlines.

Meanwhile, other conservative states such as Mississippi saw an opportunity to push for legislation designed to make access to abortion more difficult.

Less than two weeks after Governor Abbott signed Senate Bill 8, Lake Highlands, Texas high school valedictorian Paxton Smith made her own headlines. Her voice trembling with emotion and anger, she

T I N A V E N N E G A A R D is director of strategic initiatives and

partnerships, and an adjunct instructor at USC Annenberg, and is a senior advisor to the USC Annenberg Center for Public Relations.

ditched her prepared remarks and spoke up on behalf of a generation of young women saying: "I cannot give up this platform to promote complacency and peace, when there is a war on my body and a war on my rights!" Her remarks about the legislation “currently affecting [her] and millions of other women in the state” quickly spread across social media and Smith said she received hundreds of messages of support.

What makes Paxton Smith so relevant at this particular time? And how is a woman’s right to choose still a top source of discord and polarization in the United States?

In the spring of 1992, while a student at the University of Pennsylvania, I joined one of the largest pro-choice rallies on the Mall in Washington D.C. At the time – almost thirty years ago now – I wondered why this was a topic up for debate. As a Dane, I couldn’t fathom of a world in which a woman’s right to choose would be questioned.

Now, let’s be clear. No one is pro-abortion.

I believe that no woman chooses to end her pregnancy unless she finds herself emotionally, financially or physically unable to bring a child into the world. Unless she has been violated. Unless she has no other option. Taking that decision away from a woman amounts to nothing short of, in Smith’s words, “erasing her humanity.”

And no amount of legislation is ever going to change a woman’s socioeconomic circumstances, medical issues, or emotional readiness to care for a child – the key factors in what should be her sole, discretionary decision, in consultation with her partner if she so chooses.

Paxton Smith’s relevancy reflects how squarely she represents Gen Z -- digital natives aged 11 to 26 for whom diversity and inclusion is the norm. By demonstrating an understanding of timing and opportunity -- core elements of any purpose-oriented communications effort – she catapulted herself into a leadership position. Like others of her generation, she is unafraid to use any platform available to her for selfexpression and activism.

PEOPLE EDITION

33

LEADERSHIP

Smith used her valedictorian speech, “when you are most likely to listen to a woman” to offer a blistering critique of a law that pro-choice activists fear could lead to an overturn of the landmark 1973 Roe v. Wade case. “Before [women] have the chance to decide, that decision is made for them by a stranger. A decision that will affect the rest of their lives is made by a stranger. […]

Without our input and without our consent, our control over that future has been stripped away from us.”

34

RELEVANCE REPORT 2021-22

Longtime feminist activist Gloria Steinem, whom I had the honor of meeting in February 2019, also attended the September House Committee hearing and warned of days “filled with danger for women and guilt for both women and men” back when abortion was illegal in the United States.

May we heed Paxton Smith’s words to make our voices heard so that those dark days will never become a reality for our children.

“

HER VOICE TREMBLING WITH EMOTION AND ANGER, SHE DITCHED HER PREPARED REMARKS AND SPOKE UP ON BEHALF OF A GENERATION OF YOUNG WOMEN SAYING: "I CANNOT GIVE UP THIS PLATFORM TO PROMOTE COMPLACENCY AND PEACE, WHEN THERE IS A WAR ON MY BODY AND A WAR ON MY RIGHTS!"

PEOPLE EDITION

35

LEADERSHIP

Jerome Powell Steward of the Economy CHRIS TOP H ER H . SMITH , P H . D.

Over the past half century of financial globalization—initiated by President Nixon’s decision in 1971 to untether U.S. commerce from the rules which had governed the international monetary system since the end of World War II—central bank policy communication about interest rate trends has elicited intense scrutiny from both socioeconomic elites and aspiring members of the American middle-class.

Amid this turn toward greater market liberalization, the head of the U.S. central bank—the Federal Reserve—wields almost unrivaled rhetorical influence in domestic and international policymaking circles, and within the grassroots of our increasingly digitized mass investment culture.

At the time of this entry’s composition, Jerome H. (Jay) Powell is nearing the end of his inaugural four-year term as Federal Reserve Chairman, a position he has held since February 2018, having been tapped for the role by President Trump in November 2017. By most accounts, Powell—a Republican—enjoys strong bipartisan

36

RELEVANCE REPORT 2021-22

support and would likely be confirmed for a second term if he receives President Biden’s renomination for extended tenure.

However, Powell’s status as the putative nominee is jeopardized by mounting opposition from progressive Democrats in Congress who argue that the Fed Chairman is inherently sympathetic and beholden to the rapacious risk appetites of Wall Street.

The degree of attention being devoted to Powell’s renomination process—and the high-stakes attached to its outcome— underscore the enormously important stewardship role that the Fed chair has over the American economy.

The modern, post-war Fed formulates its monetary policy agenda according to a dual mandate: 1) the pursuit of full employment — providing a job to every American seeking work—and, 2) the maintenance of price stability at an average annual rate of inflation of 2 percent. The immediate aftermath of the coronavirus pandemic makes public discussion of the Fed’s twinned areas of interest extremely fraught.

C H R I S T O PH E R H . S M I T H is a clinical professor of communication

& co-director of the M{2e} program at USC Annenberg. Before his academic career, Dr. Smith served as Director of Primary Research for Ruder Finn Public Relations in New York City.

“

UNDER POWELL’S LEADERSHIP THE FED ADOPTED A NEW FRAMEWORK THAT TARGETED A MORE INCLUSIVE ECONOMIC RECOVERY FOR WORKERS. In the wake of the COVID-19 outbreak’s seismic economic shock, the Fed initiated a massive round of monetary stimulus pushed forward through interest rate cuts and an asset purchasing program of U.S. Treasury bonds, all designed to stabilize the financial markets and provide immediate support to consumers. These unprecedented relief efforts cut the cost for money by making billions of dollars available to households and businesses to borrow at historically favorable terms. These policies succeeded in staving off a looming Depression and powered the U.S. growth rate to the forefront of the world’s developed economies, earning chairman Powell high marks for his management of the crisis.

As we approach 2022, however, the question is whether Fed policy might have made

money too cheap, for too long. According to market pundits, excessively accommodative monetary policy risks rising inflation, an overhang of bad debt, and financial instability. Thus, debate over Powell’s renomination is clouded by distressing price signals being sent by rising costs for household energy, groceries, hospitality services, and residential rents. While Powell maintains that these pressures are “transitory,” other market voices claim that the central bank is behind the inflation curve and call for a more hawkish policy stance on interest rates to apply the brakes on market liquidity.

By the same token, if the Fed raises interest rates too high, too quickly, then interest expense on public debts that have ballooned during the pandemic could explode.

PEOPLE EDITION

37

LEADERSHIP

38

RELEVANCE REPORT 2021-22

The Fed’s deliberation of policy is further complicated by the fact that, in the postBretton Woods era, more Americans are sensitive to the correlation between interest rates and the price movements of assets that they own, such as stocks and real estate; and the value of financial assets is a greater percentage of Gross Domestic Product (GDP) than ever before. The growing “financialization” of the U.S. economy makes the Fed hard-pressed to normalize monetary policy by raising rates, since more everyday people will be hurt by such a decision than in the past—with immediate ramifications for Federal politics.

Where full employment is concerned, under Powell’s leadership the Fed adopted a new framework that targeted a more inclusive economic recovery for workers from traditionally marginalized groups, even if lower rates over an extended period of time induced inflationary trends. While this “purpose-driven” approach won Powell support from progressive Democrats, it also represents a form of “politicallycorrect” mission creep that alarms political conservatives and moderates.

With the Fed increasingly being asked to explore how monetary policy could be formulated for intervention on issues like climate change and the wealth gap,

2022 will likely be a pivotal time for the regulatory agency.

On top of all of that, the burgeoning ecosystem of cryptocurrency and stablecoins is putting immense pressure on the Fed to consider the very basis of fiat money for the twenty-first century, with a growing chorus of thought-leaders advocating for issuance of central bank digital currency (CBDC) to move Washington lawmakers ahead of the Silicon Valley crowd in the innovation race.

Jerome Powell’s term as Fed chairman has unfolded amid gales of political tumult not seen in generations. Through it all, Fed policy under his watch has been steady and devoid of drama. In 2022, however, either Powell, or a possible successor, will need to contend with a tangled array of post-crisis circumstances that will demand clear and consistent communication to navigate.

Indeed, ongoing political turmoil in Washington DC; post-pandemic macroeconomic sensitivity; technological disruption of traditional capital market norms; and simmering populist anger over structural economic distress, ensure that the chair of the Board of Governors of the Federal Reserve System will remain one of the most closely watched people in the news.

PEOPLE EDITION

39

LEADERSHIP

Parents

Raising Children…and Their Voices HEATH E R R I M

A powerful voice that brought calm to the chaos of COVID-19 was that of the parent.

Moms and dads stepped in and stepped up as children of all ages sought comfort and security amidst an unprecedented pandemic. When the world turned upside down and support infrastructure crumbled, it was parents who buried their own fears and gave us hope that we would somehow make it through.

Moms and dads worked tirelessly to safeguard their families as jobs and loved ones were lost, businesses closed, and mental health declined. At the same time, many parents found strength they never knew they had. They reclaimed their time, reexamined their priorities and became fierce advocates for their families. As we look to the year ahead, I believe parents will continue to be among the most relevant of voices, most notably in the areas of employment and education.

The “Great Resignation” of 2021 is one indicator of the relevance of parents in today’s economy. According to the U.S.

40

RELEVANCE REPORT 2021-22

Bureau of Labor Statistics, more than 4 million Americans turned in their resignations in the month of June 2021 alone, driven by mid-career employees between the ages of 30 and 45. Not surprisingly, this group is also most likely to have young children. Parents are fed up with imbalance and unrealistic expectations.

They’re demanding more flexibility and work-from-home options, as well as quality health care – including pediatric behavioral health support to help address the toll the pandemic has taken on mental health.

The pandemic also found parents playing a far more active role in their children’s education – both as educators and advocates. Moms and dads attempted to juggle their day jobs with the challenges of online learning coordination and providing technical support for their kids. They also had a front row seat to the learning challenges and education gaps, as well as moments of growth and celebration. As the walls dissolved between home and school, the parent/teacher relationship changed dramatically and newfound exposure to the

H E AT H E R R I M is chief marketing officer for Optiv, the cyber advisory and solutions leader. She is a member of the USC Annenberg Center for PR Board of Advisors and of the USC Alumni Association Board of Governors.

“

THESE INFLUENTIAL GROUPS ARE NOT SUNSETTING WITH THE PANDEMIC — THEY ARE BUILDING INCREDIBLE MOMENTUM.

system positioned parents as much stronger partners in their children’s education.

The COVID-19 crisis also brought rise to parental advocacy and activism. Parents mobilized to ensure their voices were heard at the highest levels of learning institutions.

Moms and dads were instrumental in accelerating the reopening of schools, fighting for special education support, and reaching underserved families with essential resources, among other areas of impact.

These influential groups are not sunsetting with the pandemic – they are building incredible momentum. They are affecting lasting policy change and creating forums for ongoing dialogue and feedback loops that had not previously existed. Parents will continue to be a relevant voice in education,

shaping parent and teacher collaboration, communication and coordination in a postpandemic world.

I believe we are experiencing an historic movement in which parents are taking their power back and using their voices to affect change for generations to come. Moms and dads are joining together like never before and using their influence to shape a new, healthier, balanced and more equitable normal – as the most relevant voice of 2022.

PEOPLE EDITION

41

SURVEYS

2022 USC ANNENBERG

Relevance Survey Results

42

RELEVANCE REPORT 2021-22

PEOPLE EDITION

43

THE ARTS

44

RELEVANCE REPORT 2021-22

PEOPLE EDITION

45

THE ARTS

Bo Burnham

Healing the World with Comedy FRED C OOK

The pandemic gave birth to a new form of creativity — restricted by quarantine, born of loneliness, and inspired by fear. We saw it in ourselves, our friends and our artists.

No one captured the zeitgeist of our yearlong isolation better than Bo Burnham with his Netflix special, “Inside.” For a millennial who has been open about his mental health problems, the pandemic provided the perfect opportunity to pour his analytical humor, catchy songwriting and innovative video skills into a production that will be remembered for as long as COVID-19.

Before he quit performing five years ago due to repeated panic attacks on stage, Burnham had garnered a devoted fanbase of Gen-Z and college-aged viewers. But I didn’t hear about him until he turned 30 in the small guest house where he wrote, produced and directed a one-man comedy medley about the social and mental health issues we all experienced this past year.

The first time I watched “Inside”, I was reminded of the 1976 HBO special from the Troubadour, which introduced a new 46

RELEVANCE REPORT 2021-22

comedian named Steve Martin. With a banjo, a few balloon animals and an arrow stuck through his head, Martin redefined comedy for my generation. With a piano, a laptop and a disco ball illuminated by a light strapped to his head, Burnham did the same for his.

It’s hard to describe what makes Bo Burnham’s special so special. Critics call the show brilliant. Fans call him a genius. Both are probably right. He was nominated for six Emmys and won three.

But in life and in art, timing is everything.

Something special happens when an individual delivers the right message, with the right tone, at exactly the right time. Whether their medium is print, paint or jokes, their work captures the moment in a way that even they couldn’t anticipate.

For 90 minutes (spanning many months), as his hair lengthens and his mental condition declines, Burnham verbally deconstructs everyday pandemic activities such as sexting with his girlfriend, Face Timing with his Mom, and white women on Instagram.

Observational comedy isn’t new, but his

F R E D C O O K is Director of the USC Center for Public Relations, where he advances the study and practice of PR through research, education and innovation, and the Chairman Emeritus of Golin.

“

SOMETHING SPECIAL HAPPENS WHEN AN INDIVIDUAL DELIVERS THE RIGHT MESSAGE, WITH THE RIGHT TONE, AT EXACTLY THE RIGHT TIME. observations are insightful to the point of intimacy. They’re more about who we are than what we do. As a PR person, I found his uncanny parody of a brand consultant expounding on the importance of purpose to be both embarrasing and hilarious — because his character sounds just like me.

Bo Burnham doesn’t tell jokes about things that are inherently amusing. Instead, he wrestles with the troubling topics on the minds of a generation — from unpaid internships to suicide. He debates income inequality with a sock puppet and raps about feeling like shit with a canned chorus. Like many others, he is depressed about what is happening to the economy, the planet and “all the other stuff.” But he uses his depression to make the rest of us feel better.

I’ve told everyone I know to watch “Inside.”

Many are too busy with other great content like “Ted Lasso,” “Bridgerton” and “The

White Lotus” to bother. But I predict Bo Burnham will have a more profound impact on the future than the rest of them. Because his humor is the genuine byproduct of the “f*k*d-up world we live in.”

Throughout this musical therapy session, Burnham continually asks himself and his audience a legitimate question.

“Should I be joking at a time like this?”

For his generation, the answer is yes. When they’re anxious all-of-the-time, laughter is exactly what they need. Not to escape their troubles, but to face them head on with a feeling that they’re not alone, even when they’re stuck in a room by themselves.

For my generation, Bo Burnham’s comedy can also be contagious. And once we’ve been exposed to it, it’s hard to go back to Steve Martin.

PEOPLE EDITION

47

THE ARTS

Amanda Gorman

Making The Spoken Word Relevant Again ERICA ROD R I GU E Z P O MP E N

In five vibrant minutes on January 20, 2021, just two weeks following the attacks on the U.S Capitol and years of great divide, Amanda Gorman delivered an impassioned call to the nation.

English at Arizona State University, has shown that studying poetry and performing spoken word can boost writing skills, academic performance, confidence and social skills.

Gorman’s The Hill We Climb zeroed in on the need for healing and reconciliation with a plea for Americans to come together to rebuild and realize the true strength of the country. Her final words were simple and clear, delivered with power.

Gorman’s inspiration may just be the push we need to empower students to build deeper written and oral communication skills — skills that will remain essential even as technology like artificial intelligence shifts the nature of work. In a world where we’ve become over-reliant on short strings of characters, emojis and photos, Gorman’s first five minutes in the sun has the potential to be the breakthrough we need to move beyond the snaps, tweets, and social and political divides, encouraging more people to speak out.

Here is always light, If only we're brave enough to see it.

If only we're brave enough to be it.

Gorman’s verses not only reinforced the power of the spoken word, but also that it is a medium that is available to all. In essence, she gave poetry, which gets relatively little stage time in standard school curriculum, star billing. Educators were inspired to see how they can do more to incorporate poetry in education — an important notion when you consider that research conducted by Wendy R. Williams, assistant professor of

48

RELEVANCE REPORT 2021-22

But Gorman, now 23, has just scratched the surface of influence. In September, Gorman entered into a three-year agreement to become the first “Global Changemaker” of 75-year-old beauty brand Estée Lauder, following a flood of brand ambassador offers she received. Gorman will be much

E R I C A R O D R I G U E Z P O M PE N is director of global corporate communications at Micron, a provider of innovative memory and storage solutions. She is a member of the USC Annenberg Center for PR Board of Advisors.

“

GORMAN’S FIRST FIVE MINUTES IN THE SUN HAS THE POTENTIAL TO BE THE BREAKTHROUGH WE NEED TO MOVE BEYOND THE SNAPS, TWEETS, AND SOCIAL AND POLITICAL DIVIDES, ENCOURAGING MORE PEOPLE TO SPEAK OUT. more than just a face, however. She will partner with Estée Lauder on Writing Change, a new initiative to advance literacy as a pathway to equality, access and social change aimed at raising voices and opportunities for girls and women. Gorman and Estée Lauder both chose impact through amplifying a powerful voice for change. They got it right.

As brands continue to find ways to articulate how they are moving the needle on purpose in a meaningful way, Gorman reinforces the criticality of supporting purpose with action and authenticity.

As communicators and marketers, we have a responsibility to not only amplify

voices, but to shape them through strong, credible and authentic executive voices, and tapping influencers who can help deepen reach and engagement for their words.

We carry a great responsibility that is not just about brand, but about demonstrating good business in the broadest sense. The importance of purpose will only continue to grow with everyone from employees and customers to investors. And for that, we need more voices who can advocate for change and hold companies accountable for it. As communicators, our role in developing and growing those voices has never been more paramount.

PEOPLE EDITION

49

THE ARTS

Ted Lasso

The Importance of Trust SEEM A TH R EJA K ATHU R IA

Do a search on Ted Lasso combined with any of the following words — leadership, wisdom, philosophy, life lessons or inspiration — and you might be surprised by how much has been written about these themes, and by how many diverse writers.

Ted Lasso, the title character of an Apple TV+ comedy series played by Jason Sudeikis, is relevant. He demonstrates that kindness matters, and that being kind has wide-reaching rewards.

Lasso is an American, Division II football coach who almost serendipitously finds himself coaching a Premiere League English football club. Of course, Coach Lasso knows nothing about English football. He is the underdog. He talks differently, his sayings are quirky, he dances — he is the opposite of what a professional English football coach should be. Those who meet him question why he’s there. They expect him to fail and disqualify him based on their biases.

Despite the hostile setting and the

50

RELEVANCE REPORT 2021-22

obstacles he faces, Ted still makes positive impressions on those he meets. Other characters are caught off guard by his sincerity and genuineness, and soon find themselves questioning their biases. They find themselves wanting to hear from him and eventually they want to be part of what he’s creating. Why is that? Why does it matter?

I think trust is why it matters. His behavior creates an environment of trust that subsequently leads to teamwork. And it doesn’t hurt that fun is also part of the mix.

He awakens the emotions of everyone around him, and they find themselves drawn into the culture he is creating — whether they initially wanted to or not. Ted makes a point to always be his true self, creating an environment where others feel unafraid to be their authentic selves.

Success is being redefined, and he is advancing, innovating, and creating a culture where progress is made holistically.

Through his kindness, he fosters essential

S E E M A T H R E JA K AT H U R I A is managing director at Russell

Reynolds Associates, specializing in advising clients on Board and C-Suite leadership succession planning and search engagements. She is a member of the USC Annenberg Center for PR Board of Advisors.

positive branches for his players to grow.

His influence is communicated in radically simple manners.

The show allows us to see that — when given the opportunity to work with a kind, authentic leader — employees can become inspired to collaborate with others, celebrate differences, drive growth, and foster a winning culture. Coach Lasso both embodies and brings to life this kind of inspirational leadership. He is relevant because he reminds us to feel something deeper and look beyond our everyday lives. He is inspirational and inspirational leadership never goes out of style.

“Ted Lasso” arrived at a time when we were desperate for positivity during some of the hardest months of the pandemic. Society had become divided and polarized. The Coach Lasso character brought forward the simplicity of how to create engagement and a sense of shared purpose. He told us, through folksy anecdote, that it’s okay to be vulnerable and okay to be kind. It’s essential to listen and give chances to those

who are different. He uses the famous Walt Whitman quote, “Be curious, not judgmental,” to explain why curiosity is more effective than closed-minded judgment and hubris.

“Ted Lasso” has captured my heart. It has been an unexpected, pleasant surprise of emotions. As I watched the show, I made notes of what was said, how a situation was handled, and how Coach Lasso led the positive work environment he created.

Unequivocally, “Ted Lasso” makes people feel good. The show is restorative, as in it restores our faith in people. In a political climate where there is much discord, we sometimes need a helping hand through tough times. “Ted Lasso” showed us that sometimes a helping hand comes in the form of a fictional TV show. You watch it and you know that the reactions Ted generates from his actions are valid.

In a time where we need more kindness, goodness, listening and accepting of others, Ted Lasso matters.

PEOPLE EDITION

51

THE ARTS

Ted Lasso

The Importance of Optimism CHRIS TI NE A LA B A ST RO

Entertainment took to the forefront during the pandemic, as people searched for pockets of joy and optimism to keep their spirits afloat. Apple TV+’s fictitious American college football turned English Premier League coach, Ted Lasso, emerged as a prominent, sunny figure who united us amidst the divisive climate our country has been facing.

“Ted Lasso” has not only won over viewers’ hearts but taught us about leadership: the importance of unity and optimism, prioritizing others over selfish gain, and embracing well-being and mental health.

When we think about some of the most powerful communicators, those who can tap into the ethos of their audience are capable of igniting excitement and change. This is what Ted Lasso is able to accomplish.

More than a comedic football coach, Ted Lasso is a character who deals with real human struggles — from dealing with a separation from a spouse to encountering skeptics who want to see him fail, to facing

52

RELEVANCE REPORT 2021-22

the responsibility of being a new leader of a failing team, to being under the intense scrutiny of a critical media landscape.

While these pressures tempt Ted and others to turn towards negativity and self-interest, Coach Lasso practices great leadership by putting smiles on people’s faces, making everyone from the players to the support staff feel welcome on his team, and instilling his one-word philosophy, “Believe.”

“Ted Lasso” also embraces and shines a light on the importance of mental health and wellbeing — two areas that have been exacerbated by the pandemic. After initial reluctance, he embraces going to therapy and is able to find a safe space to process his feelings as a coach and leader. He shows us that it’s OK to seek help when you need it, even when you are the leader of a team.

What Ted Lasso reminds all of us is, “Every person’s life is a comedy, a drama, and a tragedy.” From this perspective he meets people where they are and not where they need to be. Imagine an

C H R I S T I N E A L A B A S T R O leads executive communications at

TikTok where she manages the external communications strategy for the TikTok leadership team and spokespeople. She is a member of the USC Annenberg Center for PR Board of Advisors.

environment where this level of acceptance, openness, and empathy can breed positive cultures around us.

Or, as Coach Lasso exhorts his team, “Believe.”In a time where we need more kindness, goodness, listening and accepting of others, Ted Lasso matters.

PEOPLE EDITION

53

THE ARTS

José Andrés

Healing Communities Through Food JOS H MORTON

It’s appropriate, as I’m writing this for a report about communication and media, that the Twitter profile picture of chef and restaurateur José Andrés is a simple image of him holding a phone. Rather than grabbing hold of a tool of the culinary trade, Andrés instead is focused on the medium of his message. He’s focused on using it to rally as many people as he can around the idea that food has the power to go beyond nourishment to heal communities, strengthen economic prosperity and provide tangible hope to people facing the darkest moments of their lives.

He brings that phone from Haiti to India, and from California to Lebanon, as his nonprofit World Central Kitchen deploys to disaster-stricken regions — often faster and with greater scale than traditional relief organizations — to feed victims, first responders and volunteers. With it, he shows firsthand that by mobilizing local restaurants, volunteer chefs, food trucks, businesses, governments and other nonprofits to work together, we can all play a role in feeding our neighbors,

54

RELEVANCE REPORT 2021-22

especially in times of crisis. He shows how, in his words, “the few can feed the many.”

For example, Bloomberg reported in July last year that just one of World Central Kitchen’s COVID-19 response programs in the U.S. alone was serving more than 200,000 meals per day.

In telling his own story to the hosts of the podcast SmartLess, Andrés said he was inspired to act by an episode of inaction— watching the disaster unfold at the Superdome following Hurricane Katrina while at his home. “We have to do better,” he said. “There is no way we are going to leave anybody hungry.”

Since then, he built a global hunger relief organization, staring first in Haiti in 2010 after a massive earthquake struck the region, then gaining international prominence activating in Puerto Rico in the wake of Hurricane Maria. There, his team mobilized more than 19,000 volunteers to build kitchens across the island to address food insecurity through his #ChefsForPuertoRico efforts. To date,

J O S H M O R T O N is head of corporate communications for Nestlé in the U.S. He is a member of the USC Annenberg Center for PR Board of Advisors.

“

THE INGENUITY, CREATIVITY AND VISION THAT ANDRÉS BRINGS TO EACH OF THESE CHALLENGES HAS GIVEN HIM A CONTINUALLY EXPANDING PLATFORM FROM WHICH TO SHARE HIS STORY AND HIS BELIEF IN THE POWER OF FOOD TO CHANGE THE WORLD. World Central Kitchen has served more than 50 million meals to people around the world. Wherever he goes, Andrés has his phone in-hand, bringing people to the frontlines to show the critical work in action.

Disaster relief is just part of this work.

The organization also leads programs in clean cooking, food safety and culinary education. The ingenuity, creativity and vision that Andrés brings to each of these challenges has given him a continually expanding platform from which to share his story and his belief in the power of food to change the world. In July, Andrés became

one of the first recipients of the Courage and Civility Award, a $100 million grant from Jeff Bezos to further the goal of World Central Kitchen.

As his work continues, his phone will be a constant— but it’s getting an upgrade. In October, Variety reported Andrés plans to launch his own media company that will produce content for TV, podcasts, books and other platforms, “with a focus on foodrelated stories and characters, and the culture of food.”

PEOPLE EDITION

55

THE ARTS

Crystal Echo Hawk Advocating for Narrative Change HENRY JE NK I NS, PH . D.

When was the last time you saw a Native American on television — not a 19th century “noble redman” in war paint and a feathered headdress— but a contemporary Indigenous person, say, wearing blue jeans and drinking coffee? Dr. Stephanie Fryberg of the University of Michigan reports that the percentage of Native actors cast in American film and television productions hovers between 0 and 0.4% each year.

And it gets worse. Simply searching “Native American” on Google still brings up an abundance of images dated before 1900 and mostly showing men. This erasure has consequences: An alarming 20 percent of Americans believe that Native Americans no longer exist. Adding to the problem is the fact that less than 20 percent of state educational standards require any attention to Native Americans in a 20th or 21st century context. In most schools, nothing is taught about the governance of sovereign Indian nations or the importance of Indigenous insights into environmental issues, or the models of restorative justice in the Indigenous court system. On the other

56

RELEVANCE REPORT 2021-22

hand, there are still more than a thousand Indian “braves,” “chiefs” and “warriors” serving as K-12 team mascots.

Statistics like these reveal how deeply ingrained these negative perceptions are and how urgently they need to be addressed within the larger reckoning regarding racial inequality in the United States.

As the president and CEO of IllumiNative, Crystal Echo Hawk (Pawnee) has been a leader in the struggle to increase the visibility of Native peoples. IllumiNative is a research-driven initiative created and led

by Native Americans that is challenging negative narratives and supporting accurate and authentic portrayals of Native communities in pop culture.

IllumiNative builds on Hawk’s massive $3.3 million research project, Reclaiming Native Truth, which assembled many of the statistics cited above. Their reports make strong connections between the lack of representation across media, news, education and politics and how these gaps diminish public awareness and support for

H E N RY J E N K I N S , PH . D. is the provost’s Professor of Communication, Journalism, Cinematic Arts and Education at USC. His blog, Confessions of an Aca-Fan, is at HenryJenkins.org, and he co-hosts the discussion podcast How Do You Like It So Far?

issues vital for their survival. And their reports make concrete suggestions about what can be done to rectify the situation — insights which IllumiNative is now working to more fully achieve by consulting with media makers, brands, policy makers, and educators. The story gets little media attention: Echo Hawk is not a household name, but the organization should command the attention of our readers.

IllumiNative is part of a larger struggle for what advocates are calling narrative change.

Narrative change starts with some simple ideas: representation matters; stories told through popular culture have consequences for people’s lives, providing resources for the construction of our identities and our understanding of the world; changing those stories is key to the struggle for social justice; doing so requires activists, artists, and researchers to hold media makers accountable; and the new representations should be produced with the involvement of groups who have historically been misrepresented or marginalized (“nothing about us without us”).

What does that look like in practice?

“Molly of Denali,” a Peabody Awardwinning children’s show on PBS, represents the Indigenous peoples of Alaska as a living cultural tradition that has much to offer us at the current moment, from environmental consciousness to community belonging and creative expression. As creative producer Princess Daazhraii Johnson (Neets’aii Gwich’in) explains: “We are a modern people, yet we still do practice our traditions of going out and hunting and fishing and sharing … People are speaking in their Native languages and continuing with our drumming and singing. And all those rich traditions are still very much a part of our lives.” WGBH mentored six Alaska Native writers to create scripts for season one and trained more than a dozen Indigenous children to play key voice-over roles or appear in live-action segments.

The success of “Molly of Denali” has been followed by other series with a strong commitment to fostering Native writers and actors. Peacock’s “Rutherford Falls,”

PEOPLE EDITION

57

LEADERSHIP

“

THEIR REPORTS MAKE STRONG CONNECTIONS BETWEEN THE LACK OF REPRESENTATION ACROSS MEDIA, NEWS, EDUCATION AND POLITICS AND HOW THESE GAPS DIMINISH PUBLIC AWARENESS AND SUPPORT FOR ISSUES VITAL FOR THEIR SURVIVAL.

for example was created by Sierra Ornelas (Navajo), the first Native American female showrunner ever. Moreover, the show boasts a writers room that is more than 50 percent Native. Led by Native actress Jana Schmieding and co-starring Ed Helms of “The Office,” the sitcom explores contemporary clashes over history and monuments and features numerous Native characters.

And more recently still, Maori filmmaker

58

RELEVANCE REPORT 2021-22

Taika Watiti, nominated for a Best Director Oscar for “Jojo Rabbit,” has joined forces with Sterlin Harjo (Seminole) to create the FX series, “Reservation Dogs,” following a group of Indigenous youth coming of age in Oklahoma. Early episodes have explored issues of native health care and the clash of cultures between those living traditional ways and those seeking to assimilate.

Unlike past shows, these series offer a broad range of characters that represent different

personalities and perspectives. And by appearing at the same cultural moment, none of them carry the burden of having to represent the entirety of the Native American experience. These programs are the culmination of efforts by many individuals and organizations. IllumiNative is a small — but vital — part of that story.

When Echo Hawk appeared on our podcast, “How Do You Like It So Far? ” I asked her what an ideal outcome from her

efforts would look like, and she responded, “It would be turning on your favorite streaming service and there’s a wide range of TV shows and films that are written, produced, directed by Native peoples, and there’s strong representation, contemporary, multidimensional, complex characters.”

When asked about the current moment, she remarked, “you keep throwing rocks in the pond and those waves keep getting bigger.”

PEOPLE EDITION

59

THE ARTS

Vincent Van Gogh

Still Crazy, But Relevant, After All These Years JENNIF E R F LOT O

I first fell in love with Vincent van Gogh after reading Irving Stone’s biography of the troubled artist, Lust for Life, as a teenager.

Fast forward to multiple viewings of his original works at the Van Gogh Museum in Amsterdam, the Jeu de Paume then the Museé d’Orsay in Paris, and pretty much any exhibit I could find in the States, and I knew I was hooked.

But my love affair with Vincent took on new meaning as I viewed the extraordinary Immersive Experience of his work that’s traveled the world this past year. Mild electronica music flows as the paintings shimmy along the floor and up the wall, freeze in place, then evaporate into the next delightful piece. Amid this multi-sensory explosion of more than 30 of his paintings, I felt like I was inside Vincent’s frenzied mind, then inside the work itself.

So, why write about a painter who’s been dead for 131 years? My prediction for 2022 is that as we continue emerge from the

60

RELEVANCE REPORT 2021-22

pandemic, we will crave the opportunity to view, engage with and otherwise enjoy works of art from pretty much anyone.

That means street art, budding sculptors, performance artists, visits to large and local museums and, of course, absorbing the acknowledged masters.

Yes, we initially headed to the beaches of Hawaii, the wonders of Wyoming and lakeshores of Michigan when we finally “got out” of lockdown, but I believe after 18 months of being stuck celebrating art and culture via Zoom, we’re ready to venture out, and in new ways.

Immersive experiences will dominate, as younger audiences celebrate the sight-andsound technology that eclipses their stareat-the-wall museum experiences. And it’s not just fine art that is engaging viewers of all ages: Architecture lives and breathes in Medusa, the immersive headline event of this year’s London Design Festival.

Viewers simultaneously don mixed reality

J E N N I F E R F L O T O is a professor of professional practice at USC

Annenberg. A veteran practitioner with 48 years of corporate and agency experience, she is an expert on content creation, applied research, lifestyle PR, leadership fundamentals, creativity and PR planning.

“

IMMERSIVE EXPERIENCES WILL DOMINATE, AS YOUNGER AUDIENCES CELEBRATE THE SIGHT-ANDSOUND TECHNOLOGY THAT ECLIPSES THEIR STAREAT-THE-WALL MUSEUM EXPERIENCES. headsets at the Victoria and Albert Museum and “marvel upwards as digital structures emerge then retract like stalactites from the ceiling of a cave, albeit with the orderliness of a set of church organ pipes.” Attendees say it’s like stepping inside a silent waterfall.

Visitors to California will flock to internationally acclaimed artist Bruce Monroe’s “Field of Light” in California’s wine country, where they enjoy “col­or­ ful 6‑foot-tall tow­ers com­posed of more than 17,000 wine bot­t les, illu­m i­nat­ed with glow­ing optic fibers whose col­ors morph to a mov ­ing musi­cal score.”

The performing arts get a touch of the immersive experience with acts like the Khmer Arts Academy in Long Beach preserving Cambodian culture through

audience-inclusive dance performances.

And, many major cities now feature soldout walking tours of local muralists’ and graffiti artists’ works.

In a recent USA Today arts and culture supplement, Annenberg’s own Dr. Laura Castaneda posits that diversity will be on display throughout the country as visitors of color gravitate to exhibits about their own cultures at ethnic locales like Los Angeles’ Japanese American Museum or the Smithsonian’s LatinX art collection.

So, while my beloved Vincent himself won’t necessarily be relevant in 2022, his and other artists’ achievements will delight participants of all ages. (And I will be cheating on him as soon as Claude Monet: The Immersive Experience arrives in town!)

PEOPLE EDITION

61

THE ARTS

Lil Nas X

Changing How Music is Marketed A L EXA ND R I A A R R I E TA

Lil Nas X has proven that he’s much more than a one-hit wonder. The 22-year-old artist has propelled himself into virality time and time again, not only through strong songwriting and production, but also by using a communication style that is distinctly meme-driven and keyed into the way that popular music moves on the internet. In my work for music organizations and my doctoral research at Annenberg about the relationship between popular music and internet memes, Lil Nas X continually comes to the forefront.

After the success of “Old Town Road” had run its course, Lil Nas X admitted that he felt he had a lot to prove with his debut album, “Montero.” Any doubts about whether or not he was capable of capturing the attention of pop listeners were shattered with the release of his single “ Montero (Call Me By Your Name)” in March 2021.

The track marked the beginning of a new era for him to expand the definition of what it looks like to be a queer rapper and chart-topping pop star, increasingly putting his sexuality at the forefront of his artistic

62

RELEVANCE REPORT 2021-22

identity. When he received backlash for the sexually explicit nature of his new music videos, he was quick to point out that he was simply following in the footsteps of other pop stars before him.

Lil Nas X also understands that highproduction music videos are only a part of what it currently takes to release a single in a pop music industry that is decidedly driven

by TikTok. With each single, he introduces clips to TikTok months before their official release, so that in many cases, his songs have their own life as memes long before they debut on streaming platforms. Before releasing his debut album, he broke records and won numerous awards largely because he has been so successful at sustaining public attention through social media. For “Old Town Road” that meant 19 weeks at the top of the Billboard Hot 100, bolstered by constant remixing and meme-ing of the song across social media platforms.

One of the most interesting things about Lil Nas X is his understanding of not only what will surprise audiences, but what will

AL E X AN D R IA AR R IE TA , is a doctoral student at USC Annenberg

who studies issues related to popular music, the internet, and race. She is also a research fellow for the Latin Recording Academy and is a singer -songwriter and music producer who has toured across the West Coast and whose music has been played on international radio.

“

FROM THE GET-GO, HE DEMONSTRATED AN UNDERSTANDING OF HOW MUSIC CIRCULATES DIFFERENTLY IN AN INTERNET AGE, NO LONGER CONFINED TO GENRE LINES AND AMENABLE TO QUICK REMIXING AND ADAPTATIONS. circulate amongst internet users. There is a distinct difference here, and it often involves focusing on creating material that internet users can use for their own personal expressions, whether that means leaking the horn intro to his single “Industry Baby” early so TikTok users could start playing with it or creating catchphrases like “nah, he tweakin’” that then become part of the internet vernacular.

Lil Nas X speaks with all the wit, chaos, and transparency that defines how many members of Gen Z communicate online.

From the get-go, he demonstrated an understanding of how music circulates differently in an internet age, no longer confined to genre lines and amenable to quick remixing and adaptations. He is free to play with different labels and change as

needed — whether that meant calling his work country-trap while making a run for the country charts, performing a virtual concert on Roblox because “children are his core audience,” or providing a disclaimer before releasing the video for “Industry Baby” saying it’s distinctively “not for kids.”

With every new iteration, Lil Nas X never comes across as an artist desperate to reinvent his brand for relevance, but instead, he is growing in confidence and working to reveal more of himself. He has become one of the best examples of what a Gen Z pop star can look like, and he is giving the music industry a masterclass in PR and marketing in the process.

PEOPLE EDITION

63

THE ARTS

Telfar Clemens Inclusive Luxury Fashion BOKIE M U I GA I

You know a Telfar bag when you see it! The popular purse conspicuously dons the signature ‘TC’ emblem on its sleek, eye-catching frame. The verdict: it sells out within minutes of release, a testament to the style and business model of its founder. Telfar Clemens is a queer Liberian American fashion designer from New York City who is redefining gender norms in high fashion. While his brand has become synonymous with his highly sought-after vegan leather “Shopping Bags,” affectionately referred to as the “Bushwick Birkin,” his creativity extends into a vast laid-back streetwear collection.

The rise of Clemens has been astounding to watch. He has been intentional in creating designs that represent his values. The free-spirited and charming creative has produced a luxury brand that is inclusive regardless of race, sexual identity or class.

The company’s website boldly asserts, “Not For You, For Everyone,” to remind shoppers that indulgence should not be unattainable.

His “one-look-fits-all” style led to him becoming the first solo Black male designer

64

RELEVANCE REPORT 2021-22

to win the Council of Fashion Designers of America /Vogue Fashion Fund in 2017.

He later won the Accessory Designer category in 2020. Similarly, he has been recognized by PETA for his conscious use of vegan materials. His distinct personality stood out within the industry, resulting in understated, yet notable, collaborations with UGG and Converse, expanding his reach into the footwear industry.

His products are so in-demand that during the pandemic he created a bag security program, ditching the wholesale approach to ensure that his supporters would secure his statement pieces. Previously, bots were snatching up the majority of his stock, presenting a barrier to his fans and countering his belief of accessibility. With this model, customers pre-ordered bags on the website, which were then made-to-order and shipped directly to them. The outcome: Proud customers generating $20 million in sales during the first rollout in August 2020.

Clemens’ inspiration lies in the belief that high fashion should reflect its consumers.

B O K I E M U I G A I is a second-year public relations and advertising graduate student. She enrolled at USC Annenberg to combine her background in public health to pursue a career in health communications.

While he has built a brand that represents opulence, style, and quality, his collection is sold at price points that do not limit who can own it. Instead of following the rules of the long-established fashion industry, Clemens has brazenly created his own path. He ignores regular show calendars, and is rumored to have turned down invitations to highly sought-after events including the Met Gala (although he did make an appearance in 2019). His successful strategies may confirm why he does not need to ascribe to previous practices. He has an impressive celebrity following including Oprah, Beyoncé, and Bella Hadid, and is admired by public figures such as Alexandria Ocasio-Cortez, who made headlines in 2020 after she was seen leaving the Capitol carrying a medium oxblood Telfar bag. Even though he attracts wealthier patrons, he assures enthusiasts that his line will remain affordable.

Clemens has also garnered a loyal and devoted fanbase who have elevated the status of his name. His renowned apparel eagerly extends beyond the U.S. Recently,

he lent his sleek designs to the Liberian summer Olympic team. As a result of this collaboration a fresh new athleisure line was created and is currently available on his website. At his 2021 New York Fashion Week event, he ditched the tradition of hosting a runway show, and held an old-school press conference to announce the launch of Telfar TV and FTV. In the future, these channels will serve as the platform to purchase his coveted bags as well as serve as the location where Clemens will unveil new collections.

The 2020 GQ Designer of the Year keeps switching it up, just when we think we have him figured out. He continues to put blackness and queerness at the forefront of his work, contributing to the evolution of fashion through his eclectic and unusual approaches. He celebrates his identity in his pieces, and in turn has found admirers that have taken immense pride in him too.

PEOPLE EDITION

65

THE ARTS

Selena Gomez

Mental Health in the Beauty Industry ZA ZU L I P P E RT

In 2016, Selena Gomez was the mostfollowed person on Instagram. Now, she doesn’t even have the Instagram app on her phone. In fact, she’s removed all social media apps from her personal devices. And she believes this decision has changed her life for the better.

Gomez told Elle magazine in October that getting off social media was “a huge, significant part of why I feel like I’ve been as healthy as I have been.” It’s one of many steps the singer and actress has publicly taken to protect her mental health.

In recent years, Gomez has been extremely vocal about her journey with mental health, and has used her platform to extend the conversation about one of the biggest issues facing Millennials and Gen Z today. Now, she has embedded mental health educational resources into her new cosmetics brand, Rare Beauty. And it’s changing how people approach the topic in the beauty and lifestyle industries.

As an avid follower of lifestyle and beauty/

66

RELEVANCE REPORT 2021-22

wellness brands, I’ve seen my fair share of mental health-related content. In this landscape, CSR-related posts and articles with headlines like “10 Ways to De-Stress” or “How to Protect Your Mental WellBeing This Month” are common. This content, while valuable, has a distinct focus: improvement of mental health, often in “one-size-fits-all” suggestions. Rare Beauty takes a different approach, focusing on increasing education around mental health.

It’s a message that rings authentic through Gomez’s own experiences. She spoke about her diagnosis with depression and anxiety in a speech, saying that she was “equal parts terrified and relieved — terrified because the veil was lifted, but relieved that I finally had the knowledge of why I had suffered with various depressions and anxieties for so many years. I never had full awareness or answers about this condition.” Opening up about her diagnosis with bipolar disorder on Miley Cyrus’ Bright Minded Instagram Live series, she similarly expressed that learning more about it was extremely helpful.

Z A Z U LI PPE R T is the current Noemi Pollack Scholar at the USC Annenberg Center for PR. She is a senior majoring in public relations, with minors in digital studies honors and music production, and is the executive producer of the #PRFuture podcast.

“

GOMEZ INVITES RARE BEAUTY CONSUMERS TO DIG DEEPER, AND UNDERSTAND WHAT THEY’RE GOING THROUGH TO START A PROCESS OF HEALING. On the Rare Beauty website, Gomez writes that she wished more people had talked about mental health when she was younger, so she would have understood more about what she was going through. Rare Beauty's content is centered around creating these conversations. The brand's mission is to “help everyone celebrate their individuality by redefining what beautiful means” and “give people the tools they need to feel less alone in the world.” In the education section of the site, “Rare Impact” articles like “How to Talk About Mental Health” and “Know the Warning Signs of a Mental Health Condition” provide important resources.

Another article, “Mental Health 101,” advocates for the inclusion of more mental health resources in schools, encouraging consumers to engage through signing a

petition, donating to the Rare Impact Fund and spreading the word through social media slides. In a time when conversations around mental health, by industry standards, sometimes seem so focused on finding a quick fix, Gomez invites Rare Beauty consumers to dig deeper, and understand what they’re going through to start a process of healing.

The impact her work could have, especially in the Genzennial community, is immeasurable. She is part of a generation of stars, including Taylor Swift, RavenSymoné and Demi Lovato, whose careers have developed and changed parallel to the lives of us late Millennials and early Gen Zers. There’s a strange sort of empathy that is created there — a subconscious, perceived connection with these celebrities

PEOPLE EDITION

67

THE ARTS

who grew up in the same time as we did.

Sometimes, it feels like the only difference between us and them is that instead of performing stage shows in their living room, they performed in front of millions on tours or TV screens.

This is part of what makes Gomez’s decision to build mental health resources into all aspects of Rare Beauty so powerful for a Genzennial audience. To see someone so embedded into our generation’s pop culture be so candid about mental health helps us feel that we don’t need to hide it if we’re struggling, (and based on statistics, more often than not, us GenZers are).

Just like its products are meant to highlight natural beauty — not cover up blemishes— Rare Beauty’s mission inspires us to celebrate what makes us unique, not hide what we feel makes us imperfect. Gomez has created a space where societal beauty standards are irrelevant, where mental health is of the utmost importance, and where the next generation of young professionals can talk candidly about mental health and find the resources they need.

68

RELEVANCE REPORT 2021-22

PEOPLE EDITION

69

SURVEYS

2022 USC ANNENBERG

Relevance Survey Results

70

RELEVANCE REPORT 2021-22

PEOPLE EDITION

71

INFLUENCERS

72

RELEVANCE REPORT 2021-22

PEOPLE EDITION

73

INFLUENCERS

Ogo

Writing the New Playbook for Influence JOS H ROSE NB E RG

Looking back on 2021, internet culture was the culture, fueled by the quickly growing yet still nascent creator economy. Through his work on TikTok, Ogo helped spotlight the next generation of breakthrough and often underrepresented creators. Ogo is a social media marketer who runs his own influence marketing group, Thirteenth.

When I look towards 2022, I see Ogo bringing more creators to the forefront and helping shape their impact on society and culture as a whole. I recently caught up with Ogo, who shared his thoughts on the creator economy.

1. FOR MANY CREATORS, BRAND DEALS HAVEN’T YET SETTLED INTO A STEADY INCOME STREAM, AND INSTEAD ARE A SERIES OF ONE-AND-DONE PAID POSTS. BUT GEN Z CREATORS THRIVE IN SUSTAINED, MEANINGFUL RELATIONSHIPS.

Ogo: “TikTok is tough because it can get very inconsistent. Their checks might last four months, but it’s tough to be like, ‘I don't know how I'm getting paid in six months.’

“It would be smart if there were more brands who signed creators like an endorsed 74

RELEVANCE REPORT 2021-22

athlete. ‘For a year you're with us, here's what that contract's gonna be worth and here's what we need out of you.’ And from both ends, brands and creators, [it’s] a good middle ground that fits both of our goals and objectives and is mutually beneficial.”

2. THE RISE OF TIKTOK CORRELATED WITH STAY-AT-HOME ORDERS, BUT AS WE REEMERGE TO OUR IRL LIVES AND OBLIGATIONS IT’S IMPORTANT TO BE SENSITIVE TO CREATOR FATIGUE AND BURNOUT.

Ogo: “A lot of burnout happens from people getting uninspired, but also feeling the need to continue what it is they're doing because it's what pays the bills. And it’s almost like [TikTok creators] feel bad taking breaks for themselves because you always see someone else posting. A lot of them built [their followings] on working habits that were only sustainable in 2020: with nowhere to go and nothing to do other than making content and working. Now it's a hard adjustment finding, like ‘okay, well how do I still get my work done, be productive and have a life outside of that?’

J O S H R O S E N B E R G is the co-founder and CEO of Day One Agency,

a New York-based creative communications agency. Hhe is a member of the USC Annenberg Center for PR Board of Advisors.

“

IT WOULD BE SMART IF THERE WERE MORE BRANDS WHO SIGNED CREATORS LIKE AN ENDORSED ATHLETE. ‘FOR A YEAR YOU'RE WITH US, HERE'S WHAT THAT CONTRACT'S GONNA BE WORTH AND HERE'S WHAT WE NEED OUT OF YOU.’

“Going into next year, it's really about mindfulness and trying to separate a little bit from all this.”

3. HIGHLY-PRODUCED CONTENT IS THRIVING ON TIKTOK AS YOUNG FILMMAKERS TAKE TO THE PLATFORM TO EMBRACE LONGFORM STORYTELLING.

Ogo: “There's a lot of potential [for] 3D animation or stop motion like “Ralph the Rabbit.” It was made by the Humane Society, and it was a four-minute film.

Someone independent of them cut it up and put it on TikTok and got nearly 40 million views between the four videos. It had a really great storyline, but it also had a message behind it on animal cruelty.

For climate change and other pressing

topics, people are asking how to put out meaningful content that resonates.

Investing in high-quality content lets you be a thought leader.”

The past year taught us that the entertainment on our phone screens is now as valuable—if not more so—than the big screen. And though this new creator economy is just getting started, 2022 will be the year internet culture crosses over from scroll-stopping to scroll-defining. Ogo’s work is a testament to the latent value in this new field and is a change-maker to watch as next-generation internet talent forms a new creative vanguard.

PEOPLE EDITION

75

INFLUENCERS

Qai Qai

Building an Intellectual Property Online JEN NIF E R STE P H E NS AC R E E

Although an animated character launched on social media might not appear to have a “relevant” impact on the world, Serena Williams’ daughter’s adorable and charismatic doll-turned-internet sensation has proven quite the opposite.

on the big screen, audiences are falling in love with Qai Qai on their timelines, as though she is a modern-day Pixar character, exemplifying the power of an Intellectual Property developed and distributed via social media.

Meet Qai Qai. With a collective fanbase of over 3.3 million followers across her social media platforms, Qai Qai has more reach than most influencers. She rose to fame primarily on TikTok, where she posts videos of her daily antics, interacts with fans, and entertains her audience with the trendiest dance moves.

The difference between Qai Qai and traditional animations lies in the fact that while Woody cannot directly communicate with his fans, Qai Qai can. She is constantly replying to fans’ comments, responding to fans’ videos, and delivering fans’ content requests. This deepens the connection followers feel to Qai Qai, resulting in a more loyal fan base and long-term, engaging relationships.

Qai Qai’s ability to garner and maintain an invested and passionate fan base is proof of social media’s ability to transcend conventional communications and impact large audiences in nontraditional ways.

Timeless animated characters from beloved movies, such as Toy Story’s Woody and Buzz Lightyear, hold such a prominent place in the hearts of people around the world — arguably more so than most reallife celebrities. But instead of meeting her

76

RELEVANCE REPORT 2021-22

Additionally, social media has been notorious for breeding negativity and fostering a toxic environment. While other social media influencers can feed into this toxicity by increasing feelings of jealousy through skewed body image or constant displaying of other’s “perfect” lives, Qai Qai cultivates a positive space on users’ feeds.

Each post from Qai Qai brings fans a burst

J E N N I F E R S T E PH E N S AC R E E is the founder and CEO of JSA Strategies, a Los Angeles-based communications agency specializing in servicing consumer technology, digital media and esports/gaming industries.

She is a member of the USC Annenberg Center for PR Board of Advisors.

“

QAI QAI CULTIVATES A POSITIVE SPACE ON USERS’ FEEDS. EACH POST FROM QAI QAI BRINGS FANS A BURST OF SEROTONIN WITHOUT THEM HAVING TO SEEK IT OUT IN TRADITIONAL MEDIA.

of serotonin without them having to seek it out in traditional media, since her posts appear on the platforms people are spending the most time on to begin with.

Qai Qai has proven the power and reach an animated character can attain on social media platforms. The doll’s animation team has demonstrated the ability to develop IP on social media, connect with millions of consumers, build brands, and truly stay relevant with trends. In an increasingly digital world, characters like Qai Qai will only continue to thrive and perhaps even become the primary mode of communication for brands and corporations.

As we head into 2022, I believe this emerging form of IP generation will continue to redefine how we think about storytelling, what it means to have a connection to a character, and where we fall in love with the next 100-year franchise.

PEOPLE EDITION

77

INFLUENCERS

Banbo Kitty

Let's Face It, All Cats Are Relevant UL RIKE G R E T ZE L , P H . D

Banbo Kitty, the self-proclaimed coolest cat on TikTok China (Douyin), is a chubby, grey cat with a collar featuring a golden ornament that resembles a sheriff badge.

Banbo Kitty sometimes wears outfits and frequently shows off mirrored aviator sunglasses. Produced by Wow Comics and published by Bixun Culture Media, Banbo Kitty has amassed a considerable following on the platform. Besides being a cat (and therefore being of obvious relevance), Banbo Kitty represents multiple trends that will continue to shape the communication landscape: TIK TOK CULTURE: Having penetrated mainstream North American and European culture during the pandemic, TikTok culture will continue to drive trends in the social media world. Banbo Kitty rocks to his own pop songs or to classics like Queen’s “We Will Rock You,” challenges audiences to dance competitions, and stars in short stories that capture attention and provide “byte”-sized entertainment. TikTok culture has not only created fierce competition for other platforms but has led to a widening

78

RELEVANCE REPORT 2021-22

generational gap in social media usage.

Universally relatable characters like Banbo Kitty and their spreadable content serve as important bridges.

VIRTUAL INFLUENCERS: Maybe the most relevant person of 2022 will not be human at all. Recent advances in AI have propelled CGI-related possibilities. At the same time, the work of social media influencers requires new levels of creativity to attract eyeballs, and is ever more subject to regulation and increasingly shaped by the demands of brands. Virtual influencers are uniquely able to bridge the creativity-brand requirements gap. Banbo Kitty joins other animalistic virtual influencers like Puff Puff (@itspuffpuff ) and Noodle (@noodle_ and_bun) in their quests to create loyal followings. Their persuasiveness (rooted in baby schema that results in cuteness perception) combined with expanded message and branding possibilities make them serious competition for human influencers and human-like virtual influencers like Lil Miquela.

U L R I K E G R E T Z E L , PH . D ., is a senior fellow at the USC Annenberg Center for PR, and director of research at consumer insights company Netnografica. She has published extensively on the impacts of emerging technologies on consumers.

CHINESE INFLUENCE: Banbo Kitty serves

as an important reminder that Chinese social media is a much more dynamic and advanced space that will continue to produce trends that spill over into global social media and entertainment realms.

Thus, whether they directly work with Chinese social media or not, communicators need to be aware of emerging digital trends in China and beyond. Chinese content also matters. Banbo Kitty’s stories provide a glimpse into contemporary Chinese life while promoting Confucian values. His owner is a single, young Chinese woman.

Banbo moves through both traditional Chinese landscapes and ultramodern urban settings. Banbo Kitty is therefore not only a charismatic entertainer but also a cultural ambassador.

FEEL- GOOD PHILOSOPHY: “The world is

too complicated. I want to be a happy cat.”

Banbo Kitty’s uplifting posts and general life philosophy statements delivered with his characteristic charm strike an important chord in a post-lockdown world. Banbo Kitty reminds us that social media are an

affective space and that beyond shock, surprise and sex, there is plenty of room for love, friendship, family, and respect. Asking his followers, “Whom do you miss when it rains?” and encouraging them to go home and visit with elderly relatives are the kinds of messages and sentiments a lot of people will engage with in 2022.

OVERCOMING DIFFERENCE: Banbo

Kitty’s best friend is a goldfish, reminding us that stereotypes need to be challenged.

While real life is full of divides and mainstream social media are increasingly polarized, Banbo Kitty represents the utopian side of social media that encourages us to envision a better world. Content creators and brands need to find ways to insert themselves into these conversations and foster exchanges that lead to positive change to stay relevant in 2022.

PEOPLE EDITION

79

INFLUENCERS

Kat Tenbarge

The Influencer Watchdog DERVL A M C NE I CE

It’s 1:45 a.m. on March 22, 2021, and YouTuber David Dobrik sits alone on the floor of his mansion to film his first apology video for his role in the 2018 rape and sexual misconduct allegations against his Vlog Squad member “Durte Dom.” A week earlier, the allegations emerged and Dobrik promptly lost 13 lucrative brand deals from companies such as HelloFresh, Dollar Shave Club and EA, each known for their frequent partnerships with content creators.

The fallout would continue as the YouTube star lost 300,000 followers, was forced to step down from his photography startup, Dispo, and cut ties with LA’s Angel City Football Club, of which he was co-owner.

The journalist who broke this story and brought the victims’ experiences to the forefront was Kat Tenbarge. As a senior reporter at Insider tasked with holding influencers accountable, Tenbarge had already broken some of the biggest influencer-related scandals of the previous year: sexual assault (and subsequent accuser pay-off ) allegations against makeup mogul Jeffree Star and allegations from beauty

80

RELEVANCE REPORT 2021-22

YouTuber James Charles’ ex-employee of wrongful termination and non-payment.

These, among countless other stories, earned her the title and reputation of the Influencer Watchdog.

Her journalistic career began in politics.

But after having been selected as a 2018 White House Correspondents' Association Scholar, she became disillusioned by this path and began to wonder how she could combine her personal passion for YouTube with her fascination of burgeoning influencer culture into an innovative beat. When she joined Insider out of college, they were open to the idea that an audience existed at the intersection of creator culture, fan culture and accountability. Taking inspiration from traditional political watchdog journalism, she brings investigative techniques to this new economy in a way that has a never been done before.

In 2019, 38% of U.S. CEOs said that influencers would be the most valuable communication strategy for their companies

DE RV L A MC N E IC E is a first -year graduate student in the Public

Relations and Advertising program, interested in entertainment PR, crisis communications and the creator economy. Dervla currently works at the Annenberg Inclusion Initiative.

in the future, according to USC’s Global Communication Report. According to Advertising Perceptions, influencer content comprised 20% of U.S. agency and marketing professionals’ digital ad budgets in 2021. And Business Insider Intelligence estimates that influencer marketing will hit $15 billion in 2022—almost doubling in just three years. Despite these huge financial commitments, there is still a lack of regulation and understanding on both the platforms and the PR teams, making Tenbarge’s role so essential.

In 2022, as the reverberations of the pandemic accelerate shifts in the digital media landscape, the necessity for independent accountability will only increase. “Relationships between creators and platforms are historically really important for whether an app thrives or fails,” Tenbarge notes. Platforms like YouTube prefer to maintain a wide berth between the company and its userbase.

But from a PR standpoint—for platforms, influencers and brands—this is leading

to an inundation of stories of exploitation and abuse. Through purposeful distancing, platforms have little regulation and provide no HR, child protection or institutional support for the influencers on their networks.

As a result, Tenbarge suggests that while the influencer industry itself is maturing, some of the people brands are aligning with are not maturing — acting out under the weight and demands of their strange, new untested influencer existence. This won’t just be a concern for tech companies’ PR, but for anyone managing influencers, conducting influencer marketing, or placing ads on these platforms.

And what about the teams frantically trying to respond each time a scandal breaks? Tenbarge has only one question: Why weren’t they prepared? Influencers, unlike traditional celebrities, live in the open. Sharing every detail of their lives is a core element of their appeal. It was not a surprise to an expert like Tenbarge

PEOPLE EDITION

81

INFLUENCERS

“

TENBARGE SUGGESTS THAT WHILE THE INFLUENCER INDUSTRY ITSELF IS MATURING, SOME OF THE PEOPLE BRANDS ARE ALIGNING WITH ARE NOT MATURING — ACTING OUT UNDER THE WEIGHT AND DEMANDS OF THEIR STRANGE, NEW UNTESTED INFLUENCER EXISTENCE.

— so embedded in YouTube culture and history—that a David Dobrik, and thus, a Vlog Squad scandal emerged. From their previous content, the clues were there. Yet influencers like Dobrik, Charles, and others are consistently criticized for their subpar responses and apologies.

It appears that influencers’ teams put

82

RELEVANCE REPORT 2021-22

blind trust in the content—the audience is watching it and that’s enough. In a clickdriven culture, that may indeed seem like a good strategy on the surface. But, in 2022, accountability and authenticity will be key.

Unless you want to wake up to find you and your client facing a crisis unprepared—and quite possibly a Kat Tenbarge investigation trending on Twitter—heed her advice:

Prioritize performing content analysis on your influencer clients’ videos and outputs.

In 2022, influencers and creators will continue to dominate digital media growth.

With platforms unlikely to implement any meaningful regulation, it will fall to journalists in the digital culture space—and

The Influencer Watchdog who originated the beat—to maintain accountability in an industry ripe for abuse.

KAT TENBARGE IS A SENIOR REPORTER ON INSIDER'S DIGITAL CULTURE DESK. SHE SPOKE WITH DERVLA MCNEICE ON SEPTEMBER 29, 2021.

PEOPLE EDITION

83

SURVEYS

2022 USC ANNENBERG

Relevance Survey Results

84

RELEVANCE REPORT 2021-22

PEOPLE EDITION

85

ATHLETICS

86

RELEVANCE REPORT 2021-22

PEOPLE EDITION

87

ATHLETICS

Allyson Felix

Competing Against Inequality JA NET C LAY TON

Her name recognition isn’t what Simone Biles’ is. Naomi Osaka has greater international fame. But the woman who built the platform, so to speak, for Biles and Osaka to stand up for themselves is Allyson Felix, U.S. Olympic track star from Los Angeles and USC alumna.

Felix, 36, is hardly an unknown. She is one of Time Magazine’s “100 Most Influential People” for 2021, gracing its cover. At the Tokyo Olympics, she became the most decorated female track and field athlete in history, and she has earned more gold medals than any other female track and field athlete ever.

But Felix’s lasting power and influence come from her courage beyond the track.

Her influence comes through her insistence that her shoe sponsor, Nike, not penalize her for taking time off to have her child in 2018. Felix’s battle with Nike became public when she wrote an op-ed in the New York Times in 2019:

88

RELEVANCE REPORT 2021-22

“When women athletes become pregnant, we risk pay cuts from our sponsors during pregnancy and afterward. It’s one example of a sports industry where the rules are still mostly made for and by men … I decided to start a family in 2018 knowing that pregnancy can be the ‘kiss of death’ in my industry.”

At the time, Felix was still negotiating with Nike, which wanted to cut her pay by 70 percent. Nike said that it had fulfilled its contractual obligations, which included the right to cut athlete pay for any reason. Months after Felix’s commentary and a subsequent public outcry, Nike announced new maternity protections for all sponsored athletes.

By then, the battle had awakened something in Felix. She left Nike for an apparel sponsorship with Athleta, and formed her own footwear company, Saysh.

“I knew my worth and I stood by it,” she said. Her true competitor, she added, is inequality.

JA N E T C L AY T O N is senior strategist at VectisDC, and a member of the CalMatters board. She was a reporter, editor of the editorial pages and California editor for the Los Angeles Times. Janet is an Annenberg alumna and a member of the USC Annenberg Center for PR Board of Advisors.

“This is now bigger than sport, it’s not just about me running fast,” she told The New York Times recently. “It is about doing very specific things — advocating for women — or seeing how this career makes sense beyond ’I need more medals.’

Because I don’t.”

With Athleta and the Women’s Sports Foundation, Felix announced the “Power of She Fund” childcare grants — $200,000 to help pay for child care costs for professional mom athletes traveling to competitions.

Athletes have been told for decades to just shut up and play, run, jump. The athletes of today have demonstrated that they refuse to be simply gladiators for entertainment.

Important topics previously taboo have gained currency. When NFL star Colin Kaepernick knelt for Black Lives Matter, he was effectively blacklisted from professional football; now, the NFL is officially embracing six social justice slogans on decals for players to wear on their helmets.

When Simone Biles withdrew from the Olympics gymnastics competition because of the “twisties,” the frightening sensation of being lost in the air, it was a public declaration that one’s mental state in performance is as important as physical ability — and there is no shame in acknowledging it. That same declaration was made by Naomi Osaka, who shared her struggles with the pressures of high-stakes championship tennis.

What Felix said in her courageous Times commentary could be said by Black women in all walks of life, corporate, academic or athletic: “I’ve always known that expressing myself could hurt my career. I’ve tried not to show emotion, to anticipate what people expect from me and to do it. I don’t like to let people down. But you can’t change anything with silence.”

PEOPLE EDITION

89

ATHLETICS

Simone Biles

Shining the Spotlight on Self-Care M A RYA NNE LATA I F

When U.S. gymnast Simone Biles chose her personal well-being over a chance to win a medal at the Tokyo Olympics, she sent a message to the world about the importance of self-care and emotional health. She also shined a global spotlight on the mental health crisis among young adults that we are facing in the United States today.

Biles’ candid admission of stress took tremendous emotional courage. Her actions forced the subject of mental health to the forefront of conversation, illustrated the importance of setting boundaries, and served as an example not only for other athletes, but for all young people facing pivotal moments in their lives.

In 2020, the American Psychological Association reported that young adults ages 18 to 23, who are contemporaries of Biles, suffer from more anxiety and pressure than any other generation. 6.1 out of 10 young adults have experienced significant levels of stress as compared to 5.6 for millennials (ages 24-41), 5.2 for Gen X (ages 42-55), 4.0 for boomers (56-74) and 3.3 for older adults (75+).

Biles’ decision to put her own needs first is part of a larger cultural shift around openly discussing self-care. In recent months, multiple high-profile athletes have been outspoken about prioritizing their mental health , including tennis star Naomi Osaka, sprinter Noah Lyle, and weightlifter Kate Nye. And the examples of individuals speaking up about their mental health struggles go well beyond just athletes.

In fact, 91% of Gen Z adults say they have felt physical or emotional symptoms, such as depression or anxiety, associated with stress.

Over time, the prolonged stress can contribute to serious health problems, such as heart disease, high blood pressure and diabetes.

90

RELEVANCE REPORT 2021-22

Since the onset of the COVID-19 pandemic, mental health has been brought to the forefront our national conversation. Over the past year, a record number of workers left their jobs, often citing mental health as one of the key factors. According to a survey published

M A RYA N N E L ATA I F is senior vice president of corporate communications at AEG, the world’s leading sports and live entertainment company. She is a member of the USC Annenberg Center for PR Board of Advisors.

“

WE ALSO CAN INFLUENCE INDIVIDUALS AND INSTITUTIONS TO CHANGE THEIR VIEWS AND PRACTICES AROUND EMOTIONAL WELL-BEING.

by TELUS International, 80 percent of workers said they would consider quitting their jobs for a role that offered better support for their mental well-being.

The need for organizations to continue reducing the stigma around mental health by building a culture of trust and shared experience is critical to fostering safe, inclusive workplaces for employees of all ages. As PR professionals, we not only have the skills to tell these stories and shape the conversations taking place inside corporate America and throughout the media, but we also can influence individuals and institutions to change their views and practices around emotional well-being.

Although as a nation we have come a long way over the past decade in normalizing the discussion around mental health, we still have

a long way to go to erase the shame associated with talking about personal struggles. As anxiety and stress continue to rise among young people, we must advocate for access to affordable and reliable mental health care and resources for everyone, particularly those in lower socio-economic communities, and find better solutions for stepping up prevention.

While most of us will never feel the immense strain and pressure of competing in an Olympic event, Biles showed us the power of speaking up and how each of our stories can make a difference in the world. By influencing opinions and moving people to action, we can continue to advance the conversation around mental health and destigmatize mental health issues so that they become more on par with how we view physical health problems.

PEOPLE EDITION

91

ATHLETICS

Naomi Osaka

Changing Sports’ Approach to Mental Health JUL IA A . W I LSON

92

It’s a shame that the Olympic Games and French Open don’t award gold medals for outstanding acts of courage and personal fortitude. If such were the case, Naomi Osaka, one of the world’s top professional tennis players, and U.S. Olympic gymnast Simone Biles, perhaps the best ever at her sport, would both be “Special Keepers of the Gold.” Both athletes received initial criticism and ultimately much praise for bowing out of their respective competitions to manage their mental health.

Osaka’s response led to the USTA announcing on August 25 that it would offer “best-in-class mental health support to players” at the 2021 U.S. Open in New York. For the first time, the Grand Slam tournament offered mental health services and licensed providers to players, as well as “quiet rooms.” In late September, following the U.S. Open, Osaka underscored her commitment to putting her mental health first by announcing that she was taking an indefinite leave from the professional tennis circuit.

Osaka’s abrupt departure from the prestigious tournament in Paris, in a dispute with officials over attendance at press conferences, shocked her fans and cost her $15,000 in United States Tennis Association fines. But the money didn’t matter to her: it was her mental well-being that took priority. Several weeks later, Osaka was confronted by a male sports reporter who opened his interview with the comment, “I know you’re not crazy about talking to us.” Osaka left that press conference in tears and later said, “It’s O.K. not to be O.K.,” calling for mental health days for tennis professionals.

“The issue of mental health awareness has been brought to the forefront over the course of the global pandemic, as many individuals, players included, have struggled with the stresses and emotions that have come as a result of COVID-19,” USTA chief executive and U.S. Open director Stacey Allaster said, according to the Associated Press. Dr. Brian Hainline, USTA’s vice president, added that the group wants to make mental health services “as readily available to athletes as services for a sprained ankle … and with no strings attached.”

RELEVANCE REPORT 2021-22

J U L I A A . W I L S O N is CEO and founder of Wilson Global

Communications, a Washington, DC, based international public relations consultancy. She is a USC graduate and a member of the USC Center for PR Board of Advisors and interim dean of the Communication and Journalism School at Hampton University.

“

SHE IS A ROLE MODEL NOT ONLY FOR HER MENTAL HEALTH ADVOCACY, BUT FOR ALSO BEING AN EARLY SUPPORTER OF THE BLACK LIVES MATTER MOVEMENT. Athletes used to be praised for giving “the old college try,” performing with pulled muscles, broken limbs, and other injuries. But Osaka and Biles are changing that outdated practice.

They should be applauded for putting the mental health of professional athletes front and center. According to Athletes for Hope, it is estimated that 35 percent of elite athletes suffer from some form of mental health conditions. This is greater than the estimated 20 percent of adults in the general population with mental health challenges, according to the National Alliance on Mental Illness.

not only for her mental health advocacy, but for also being an early supporter of the Black Lives Matter movement and for donating tournament earnings to the 2021 Haitian earthquake relief effort.

Osaka, 23, is special in many ways. She first rose to fame when she defeated Serena Williams in the 2018 U.S. Open women’s singles final. Born in Japan, she resides in California, and at age 20 became the first player of Japanese-Haitian descent to win a Grand Slam tournament. She is a role model

We look forward to her return to competitive tennis. In the event that it’s far into the future, or never at all, we should respect her contributions to the sport, to mental health, and support her decision without reservation.

“We live in a world where people are so quick to speak and to comment,” Osaka told Women’s Health in their September cover story. “I hope I was able to help some people and for them to see that even athletes are still humans... And, we all are dealing with something in our lives.”

PEOPLE EDITION

93

ATHLETICS

Emma Raducanu An Underdog Emerges JON ATH A N A DA SH E K

Living in a house full of people who have started to play tennis, I was excited to attend this year’s U.S. Open. IBM and the U.S. Open have been partners for the last 30 years, so we have a long history of working on great technology together. However, I did not anticipate that attending the women's semi-finals and finals at the Open would be so inspiring.

Emma Raducanu, an 18-year-old tennis player from the U.K., started the summer ranked 338th in the world. By winning the U.S. Open, she made history alongside another young tennis player, Leyla Fernandez, who joined her for an epic final between two teenage players. The last time any teenager reached the final was 1999.

As a father of an 8-year-old daughter who recently started playing the sport, it made the Open even more special to me.

The odds were against Emma. Entering the tournament as a qualifier, she had an even more difficult path to the championship. Yet not only did she win the title, but she did it without dropping a single set. And by doing

94

RELEVANCE REPORT 2021-22

that, she made history in New York City, a melting pot of nationalities that mimics her own roots as the daughter of Chinese and Romanian immigrants born in Canada and raised in the U.K. During her stay, Raducanu mentioned that she lost her Air Pods and hoped to win enough money to cover a replacement pair. $2.5 million in winnings later and with congratulatory messages from Britain's Queen Elizabeth and the UK's Prime Minister Boris Johnson, she probably never could have imagined what the future would hold.

Raducanu exudes confidence and mental strength. If you haven't followed her career, you might be surprised to learn that she had to withdraw from Wimbledon due to health issues. She joins many other athletes and public figures who are not afraid to prioritize their well-being and mental health. As a record-breaking athlete, she now has the platform to serve as a role model and influencer in both the world of tennis and beyond, demonstrating that you

J O N AT H A N A DA S H E K is the chief communications officer for IBM,

overseeing a team that operates across more than 170 countries globally. He is a member of the USC Annenberg Center for PR Board of Advisors.

“

AS A RECORD-BREAKING ATHLETE, SHE NOW HAS THE PLATFORM TO SERVE AS A ROLE MODEL AND INFLUENCER IN BOTH THE WORLD OF TENNIS AND BEYOND.

can take a moment, recover, and emerge stronger in order to take your aspirations to the next level.

Watching young people achieve remarkable things is simply inspiring, but maybe, just maybe, because Emma is truly a

phenomenon, I believe she will be one of 2022’s most influential people. She has, of course, already made it onto the 2021 list. I cannot wait to see what she will accomplish next.

PEOPLE EDITION

95

ATHLETICS

Chris Nikic

The Race for Inclusion and to Become 1% Better M EGA N JOR DA N

It is during the darkest times that the brightest lights shine. When Chris Nikic unexpectedly took his place in the spotlight, the world embraced him. As the first person with Down Syndrome to complete the rigorous Ironman Triathlon, Nikic not only earned a place in history, but he also showed us the power of resilience and tenacity in achieving seemingly insurmountable goals. His strategy was simple: be “1% Better” each day. Thanks to his newfound stardom, it has become a slogan he hopes will inspire others.

“1% Better is about each of us being the best we can be and being happy with who you are and making the most out of the potential God gave you,” Nikic explained. “I showed the world that by following the 1% Better plan, I could achieve what most people could not achieve.”

The 21-year-old couldn’t run a mile when he first started training, nor could he ride his bike without falling due to issues with balance.

But together with help from his father and

96

RELEVANCE REPORT 2021-22

his coach, Ironman veteran Dan Grieb, the elements of the triathlon were broken down into small milestones. The ultimate goal was to complete the Ironman within the allotted 17 hours. The event involves swimming 2.4 miles in the ocean, biking 112 miles, and then running a full 26.2 mile marathon.

For Nikic, the journey to being his best self was never easy. Born with Down Syndrome and two holes in his heart, Nikic underwent heart surgery as an infant. Through therapy he learned life skills like how to hold a fork.

He overcame countless illnesses and many social hurdles, all while continuing to have courage and dream big.

“It took a year of preparing to be courageous for the moment when I needed it,” he shared. “My dad taught me that practice and repetition every day was important to train my mind to focus on just one more: one more block, one more loop, one more mile.

That's what I did, I did just one more until the last mile when people started hugging me and

MEGAN JORDAN is head of communications at West Coast University and American Career College. She is currently serves on the USC Annenberg Center for PR Board of Advisors and the Special Olympics Southern California Board of Directors. Two of her four daughters are Trojans, including her oldest who is a junior pursuing PR at Annenberg.

“

“1% BETTER IS ABOUT EACH OF US BEING THE BEST WE CAN BE AND BEING HAPPY WITH WHO YOU ARE AND MAKING THE MOST OUT OF THE POTENTIAL GOD GAVE YOU. I knew the red carpet was coming.”

That training helped Nikic overcome additional challenges that occurred during the race. While taking a nutrition break during the bike ride, he stepped on a pile of fire ants, receiving hundreds of bites. Despite the resulting boils on his feet, he still had to run a full marathon. Before he could get there, he lost control of his bike and crashed. His coach recalls the horrible moment, and then seeing his star pupil get back up with a smile on his face. Despite the exhaustion and agony from his blisters, Nikic prevailed, and as he crossed the finish line, heard the announcer proclaim, “Chris Nikic, you are an Ironman!”

Not only did he accomplish his personal goal, but he changed the sport. Ironman has now created a new category for athletes with

intellectual disabilities. Nikic is happy about the change and hopes his friends in Special Olympics will be inspired to compete. He wants them to know they can do it too. And he wants them to experience the inclusion he has found through the sport.

“The best thing that happened to me is being included in the club, parties and work,” the Ironman said. “I found that there are so many wonderful and amazing people out there who want us to be included but we have to try.”

Through both his words and actions, Nikic has introduced the 1% Better challenge, inviting “others like you to help others like me to achieve our potential and create more inclusion,” Nikic explained. “We are all better together.”

PEOPLE EDITION

97

ADVISORS

US C A N N E N B E RG CE N TE R FO R PR

Board of Advisors Jennifer Acree

Matthew Harrington

Hilary Smith

Jonathan Adashek

Bill Imada

Don Spetner

*Christine Alabastro

*Megan Jordan

*Kirk Stewart

Judy Brown

Seema Kathuria

*Michael Stewart

*Adrienne Cadena

* Megan Klein

Oscar Suris

JSA Strategies

IBM

Tik Tok

Amgen

Havas Street

Cathy Calhoun IPG DXTRA

*Janet Clayton

Vectis Strategies

*Stephanie Corzett CAA

Carrie Davis CD Consulting

Bob Feldman

Feldman + Partners

Matt Furman Best Buy

Robert Gibbs

Bully Pulpit Interactive

*Brenda Gonzalez

Dept. of Homeland Security

Cynthia Gordon

Nintendo of America

*Simon Halls Slate PR

98

RELEVANCE REPORT 2021-22

Edelman

IW Group, Inc.

West Coast Univ.

Russell Reynolds Assoc.

*Maryanne Lataif AEG Worldwide

*Elizabeth Luke Pinterest

Gulden Mesara City Of Hope

Josh Morton Nestlé U.S.

Torod B. Neptune Medtronic

*Glenn Osaki USC

Erica Rodriguez Pompen Micron

Ron Reese

Las Vegas Sands

*Heather Rim Optiv

Josh Rosenberg Day One Agency

NBC Universal

Weber Shandwick

KTStewart

Hyundai

Zeno Group

David Tovar Grubhub

Gerry Tschopp Experian

*Julia Wilson

Wilson Global Comms. & Hampton Univ.

*Deanne Yamamoto Golin

Melissa Waggener Zorkin WE Communications

* denotes USC alumnus

Thank You TO OUR PROJECT SUPPORTER

Join Fred Cook, USC Annenberg professors and PR industry guests as we review the latest trends and insight into the future of public relations. Season three will feature guests discussing The Relevance Report and our continuing work on The Polarization Index.

Find and subscribe to #PRFuture on Apple Podcasts, Spotify, or wherever you find your favorite podcasts.

FIND OUT MORE INFORMATION ABOUT THE WORK FROM THE USC CENTER FOR PUBLIC RELATIONS AT ANNENBERG.USC.EDU/CPR.

PEOPLE EDITION

99