New Delhi, July 7, 2025 – The Public Relations Society, Delhi (PRSD), under its flagship “Samvad Series,” successfully hosted a thought-provoking webinar on the transformative role of Artificial Intelligence (AI) in public relations (PR) and corporate communication.
The engaging session was moderated by veteran PR professional Mr. G.S. Bawa and featured AI consultant Mr. Rizwan Ahsan and communication expert Mr. Irfan Rashid. Drawing a diverse audience from government, corporate, and academic sectors, the event highlighted how AI is reshaping PR practices—from content creation and brand monitoring to strategic storytelling.
Mr. Rizwan Ahsan opened the discussion with a comprehensive overview of AI’s evolution, explaining concepts from neural networks to deep learning. He elaborated on how AI is revolutionizing communication by enabling real-time insights, enhancing message precision, and fostering data-informed decision-making. Emphasizing the importance of ethical boundaries, he stated that AI should augment—not replace—human-led communication, especially where empathy and context are essential.
Mr. Irfan Rashid provided practical demonstrations of AI tools like ChatGPT and Microsoft Co-Pilot. Sharing insights from his work at REC Limited, he illustrated how AI is being used for headline creation, social media sentiment analysis, and crisis communication management. He stressed the importance of prompt engineering, rigorous fact-checking, and ethical oversight in AI-generated content. He also highlighted the current gaps in AI tool adoption within public sector units and advocated for greater institutional support.
A key highlight of the webinar was the nuanced discussion on AI’s impact on employment. Dispelling fears of job loss, both speakers emphasized that AI will automate routine tasks, thereby enabling professionals to focus more on strategic, analytical, and creative functions. They underscored the importance of domain expertise in effectively leveraging AI, particularly for smaller teams and growing organizations.Shri Vipin Kharbanda, Vice Chairman of the PR Society Delhi, summarized the proceedings and delivered the vote of thanks.
In line with its commitment to professional development, PRSD announced plans to organize a physical workshop for hands-on AI training and initiate monthly technical sessions aimed at bridging generational skill gaps within the industry.
Participants widely appreciated the session’s practical insights, ethical grounding, and forward-looking perspective. The webinar marks a significant milestone in PRSD’s ongoing efforts to equip communication professionals with the skills needed for an AI-powered future.
