NEW DELHI. The Public Relations Society Delhi (PRSD)organised a webinar, “Paper to Pixel,” which explored the dramatic shift of media monitoring from traditional physical clippings to advanced digital tracking. The session featured two distinguished speakers, Archa Sakpati, General Manager and Chief of Communication at Rourkela Steel Plant (SAIL), and Shri Rohit Bhalla , Director of BIUS Media Monitor. They offered expert insights into how technology has reshaped the public relations landscape, providing professionals with powerful new tools for analysis and strategy.
During her segment, Ms Archana Satpathy spoke about the critical role of modern media monitoring as a proactive tool for communication professionals. She highlighted how real-time digital alerts empower teams to stay ahead of developing stories and manage potential crises before they escalate. “Press clippings or media monitoring are like our personal alarm system,” Satpathy explained. “When a critical story breaks, we get a real-time alert, allowing us to get ahead of the issue before it turns out into a five-alarm fire.”
Shri Rohit Bhalla’s presentation focused on the fundamental evolution of news consumption, driven by smartphones and personalized algorithms. He emphasized how the digital age has reversed the traditional dynamic of seeking out information. “We no longer have to search for news,” Balaji stated. “There was a time when we had to go looking for news… but now it is we don’t have to; news finds us.” Balaji detailed how this algorithmic shift impacts media relations and requires a more strategic approach to audience engagement.
Shri G.S.. Bawa, Secretary , PR Society , Delhi while moderating the session, brought out how we all remember pressure cooker mornings when when the boss would bang the PR team , and the PR team would bang the Clipping agency, and still the news arrived late. But today with digital tools , that same struggle can be solved at the press of a button.
The webinar provided a crucial platform for PR practitioners to understand and adapt to the challenges and opportunities of a data-driven media environment. The insights shared underscored the importance of leveraging digital tools for more than just monitoring, but for understanding audience sentiment, shaping communications strategy, and demonstrating the tangible value of public relations work. M/s Priyadarshani Sharma , Member Governing Body , PRSD proposed vote of thanks .
