Fred Cook

Fred Cook is a Professor of Professional Practice of Journalism and Director of the Center for Public Relations at USC Annenberg School for Communication and Journalism, University of Southern California. He has over 30 years of experience in global public relations, leading Golin, a top PR agency. His expertise spans advertising, digital media, ethics, leadership, and technology innovation. Cook authored 'Improvise: Unconventional Career Advice from an Unlikely CEO' (2014), emphasizing adaptive career strategies and life experiences.

His research focuses on civic engagement, media industries, and the intersection of technology with communication. He teaches courses like PR 490: Directed Research, PR 590: Directed Research, and PR 598: Improvisational Leadership. Notable awards include Silver Anvil (PRSA), Professional of the Year (PR Week), and Lifetime Achievement (Holmes Report). Cook advises on strategic communication for global brands like Amazon, Nintendo, and McDonald’s, and leads Golin’s transformative g4 business model emphasizing specialization in insights, ideas, and engagement.

His work integrates empirical research with industry practice, shaping public relations education and innovation. The Center for Public Relations, under his direction, drives research and thought leadership to advance the field.