The keynote sessions and interactive discussions highlighted how corporate communication has fundamentally shifted from traditional press releases to a strategic tool for shaping narratives, fostering trust, and sparking meaningful dialogue. Key speakers emphasized that modern public relations must operate proactively rather than reactively, prioritizing audience trust over simple visibility. The core framework of contemporary PR was defined through the “SATE” principle—focusing on Speed, Authenticity, Transparency, and Engagement—to build genuine connections and navigate today’s fast-paced media environment.

Concluding the seminar, participants reflected on the transformative power of storytelling in driving organizational success and culture. Today, PR extends beyond simple reputation management to actively influencing societal values and public perception. As highlighted during the event, modern audiences do not merely engage with brands or products; they connect with authentic stories that reflect their personal values, proving that in this dynamic era, the most compelling and authentic narratives will always prevail.

Mr. S. S. Roychoudhury, CGM (Maintenance) RSP was the chief guest of the function. Present on the occasion were Mrs. Archana Satpathy, GM (PR) & CoC and Chairperson of PRCI Rourkela Chapter, Dr. Anjana Maitra, Vice-Chairperson PRCI Rourkela Chapter, Mr. J J Das, PRCI Rourkela Chapter , office bearers and other members of the chapter. The event brought together industry professionals to discuss the evolving landscape of public relations in the digital age.

Mrs. Archana Satpathy, Chairperson of PRCI Rourkela Chapter, delivered the welcome address, and also thanked Mr. MB Jayram, Chief Mentor and Chairman Emeritus, Ms. Geeta Shankar, National President, Dr T Vinay Kumar, Director & Secretary, and all the members of the General Council for choosing the Rourkela Chapter for the award.

Mr. Roychoudhury in his address outlined the importance of Public Relations in the digital age outlining examples from his work life. Dr. Anjana Maitra shared her experiences of attending the 18th Global Communication Conclave of PRCI held in Mangalore on 11th-12th November, where she also moderated a panel discussion. Mr. Sasanka S. Pattanaik, Deputy Manager, (PR) RSP and Secretary of PRCI Rourkela Chapter, presented on “Redefining Audience Engagement in the Digital Era,” offering insights into innovative engagement strategies. A rich interaction session was held allowing participants to exchange ideas and discuss best practices of PR.

The event also featured a spot quiz conducted by Mr. Joydev Majumdar, Asst. Manager (PR) and member of PRCI Rourkela Chapter, engaging attendees in a lively test of their media and PR knowledge.

At the outset, the PRCI Anthem was played followed by traditional lamp-lighting ceremony and recitation of a shloka by Ms. Geetika Yadav. Mr. Sangeet Pattnaik, Joint Secretary anchored the event while Mr. C. K. Sharma, Treasurer, of the Chapter proposed a formal vote of thanks.