A seminar on ‘Trust, Transparency & Technology: The New Age of PR’ was organised by SAIL, Rourkela Steel Plant (RSP) in association with the Public Relations Council of India (PRCI), Rourkela Chapter to mark World Public Relations Day on 16th July, 2025 at Spectrum Hall of Rourkela Club. Mr. B R Palai, ED (Works), RSP was the Chief Guest of the function while Dr. Mrinal Chatterjee, Professor & Former Regional Director, IIMC, Dhenkanal was the Keynote Speaker, Dr. Chinmoy Samajdar, CGM (Law) RSP was the Guest of Honour, and Dr. Pratijna Palai, Vice President DMS was the distinguished guest of the seminar. Ms. Archana Satpathy, GM (PR) & COC, RSP and Chairperson, PRCI, Rourkela Chapter, Dr. Anjana Moitra and Mr. J J Das, both Vice-Chairpersons of PRCI Rourkela Chapter were also present on the dais. A large number of PR Professionals of RSP, members of PRCI, Rourkela Chapter, executives from different departments of RSP as well as faculty members of students of Mass Communication were present on the occasion.
Addressing the gathering, Mr. Palai highlighted the importance of “Trust, Transparency, and Technology” in today’s PR landscape. He said, “While digital tools have evolved, our core mission—to build trust and connect meaningfully—remains unchanged.”
He spoke about the shift from just gaining visibility to building lasting relationships, emphasizing the need for clear and effective communication.
Mr. Chatterjee gave a detailed presentation on the topic and highlighted the growing impact of technology and AI in Public Relations, urging professionals to “write and think creatively” while using AI as a tool. He discussed AI’s ability to assist in sentiment analysis, media monitoring, and content creation, but also flagged important ethical concerns like algorithmic bias and Western-centric design. He concluded by saying, “The future of PR lies in combining AI with human creativity—but always remember to keep your humanity and common sense alive.”
Dr. Samajdar emphasized that Public Relations is fundamentally about connection—between people, ideas, institutions, and communities. “Let’s not just manage communication, let’s heal it. Let’s not build walls of words, but bridges of understanding,” he urged. He highlighted the evolving role of PR in helping leaders speak honestly, communities understand policies, and organizations express not just what they do, but why they do it. He concluded by saying “A good PR professional today is a bridge builder—between facts and feelings, organizations and people, and what is said and what is truly heard.”
Mrs. Archana Satpathy introduced the theme of this year’s World PR Day celebrations, i.e ‘Building Bridges and Navigating Polarisation’ through several case studies and also highlighted the significance of the day and activities of PRCI. Dr. Anjana Moitra, introduced the guests.
In the open house discussions, the participants interacted enthusiastically raising issues and clarifying doubts. During the function Mr. Palai felicitated the Key Note Speaker.
The function started with the lighting of the knowledge lamp by the dignitaries. Mr. Mr. Sasanka S Pattanaik, Deputy Manager (PR), RSP & Secretary, PRCI Rourkela Chapter presented the raconteur report. Mr. Joydev Majumdar, Assistant Manager (PR), RSP and Member, PRCI Rourkela Chapter coordinated the function while Mr. Sangeet Pattnaik, Joint Secretary, PRCI proposed a vote of thanks.
