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 .

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The webinar featured two distinguished speakers: Mr. Nishant Verma, AGM, Corporate Affairs, Steel Authority of India, and Mr. K.M. Prashant, General Manager, Corporate Communication, NTPC. Throughout the discussion, the speakers highlighted several critical challenges, including the relentless 24/7 news cycle, the proliferation of misinformation and fake news, and the rising threat of deepfakes. Mr. Verma emphasised that deepfakes are the “new monster” for PR professionals, posing a more sophisticated crisis than traditional fake news.

Key takeaways shared during the session included:

–        Embracing Authenticity: The importance of maintaining authenticity and building trust in a skeptical world.

–        Evolving Skill Sets: The necessity for PR professionals to acquire new skills in data analytics and to understand the impact of AI and algorithms on communication strategies.

–        Strategic Content Management: The need to tailor and repurpose content for various digital platforms to combat information overload and capture audience attention.

–        Foundational Skills: A reminder that core skills such as good writing, reading, and listening remain indispensable for effective communication.

–        AI as a Tool: A consensus that AI should be viewed as a powerful tool to enhance campaigns, not a replacement for human intelligence and socio-cultural understanding.

The event concluded with a focus on the importance of consistency and regularity in digital communication to maintain audience engagement. Mr G.S. Bawa , Secretary , Public Relations Society , Delhi coordinated the webinar proceedings . Dr Sarvesh Tiwari , Chairman , P R S D , welcome the speakers and members.

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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.

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Expert Speakers:

– Dr. T S Kler, Chairman and Head of the Department, BLK-Max Heart and Vascular Centre

– Dr. M Wali, Senior Consultant, Medicine, Sir Ganga Ram Hospital

Webinar Highlights:

– Preventive healthcare tips

– Stress management techniques

– Heart health and general wellness insights

– Interactive Q&A session

Registration is Free:

Interested participants can register for the webinar through the following link…

https://docs.google.com/forms/d/e/1FAIpQLScost-Mlq51PPrmwmMkG8KGcJ31l656HIjbodVr5-Wi5ikNDA/viewform

Contact:

For further information, please contact GS Bawa, SG, PRSD; at 9810025069

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The event saw the presence of distinguished guests, including Dr Manoj Lal, Managing Director of Central Cottage Industries Corporation of India Limited; Dr Sarvesh Tiwari, Chairman of PRSD and GS Bawa, secretary of PRSD, who honoured seven veteran PR and Corporate Communication professionals for their outstanding contributions to the field.

The honorees included Dr Jyoti Kumar, HoD (Corporate Communication) at GAIL (India) Limited, Anil Saxena, former DG (PR) of Railways and Principal Media Advisor at RailTel, J Maggo, former Chief GM (CC) at NHPC Limited, Om Prakash, former GM (PR) at Power Finance Corporation, KN Dhawan, former HoD (PR) at SCOPE, and Ravneet Kaur and Gunjan Khani , Assistant Managers (CC) at Delhi Metro Rail Corporation.

Anuj Dayal, Principal Executive Director (CC) of Delhi Metro, along with a large gathering of media and corporate communication professionals, also attended the event.

Following the conclave, the PRSD held it’s Annual General Meeting (AGM), where members reviewed the year’s activities and financial reports, discussed future initiatives, and outlined strategies for the society.

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The debate, moderated by Dr Samir Kapur, Director, Adfactors, featured a distinguished panel of speakers comprising Ms Akanksha Jain, Head PR and Communications BharatPe, Ms Jyoti Rai, Sr Communications & PR Strategist South Asia, Rotary International, Ms Tehseen Zaidi, Head External Communications, Syngenta Pvt Ltd, and Ms Akshita Agrawal, Communications and PR Lead, Magicbricks.

Ms Tehseen Zaidi started out by sharing her experience of working towards empowering women while she recounted her personal journey beginning from a modest background in a small town and the learnings which inspired her to emerge as a force for change for women in rural India. She said this can be helped by creating an interlinked chain of women who empower each other. She also highlighted the scope and impact of change-making CSR as a powerful force while sharing initiatives launched for uplifting rural women and farmers who are now earning their own livelihoods.

Ms Akshita Agrawal talked about her interest in human development and bringing a woman’s perspective to communication and brand management and her continuing endeavour to charting a new path amid traditional mindsets and stereotypes. Recalling her experience of breaking the mould by being the first in her family to enter the world of public relations and the pride of being a first-generation PR leader, she also stressed the importance of the right opportunities at the right time.

Speaking about fostering a collaborative spirit while making strident efforts to make your voice heard as a woman, Ms Akanksha Jain said that this is ultimately reflected in the kind of communication campaigns that are developed with a new understanding. She also mentioned the challenges of being a woman in a corporate environment and how she navigated her way through them to emerge as a leader. Women also possess a natural ability to establish emotional connections which is crucial in communication, she emphasised.

For her part, Ms Jyoti Rai shared her experience of working in the field of health and education for targeting traditionally marginalised sections of women and children as beneficiaries and the significance of effective communication which can drive positive change. She talked about the huge potential for communication and PR for social development in the government and private sectors. As an example, she narrated her role in the brand campaign for successful eradication of polio in India.

In conclusion, the panellists agreed that the foundation for a strong nation is ultimately laid down by strong women even as they called for a national resolve to strengthen ‘Nari Shakti’.

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“Public Relations holds a seat at the board level in many international companies, but in India, it remains just a step behind. The public relations fraternity here works in silence from behind the curtain without getting due recognition. The profession deserves the recognition it merits. Someone needs to initiate the change, someone needs to write about it, and someone needs to advocate for Public Relations to be recognised with the nation’s highest honors, such as the Padma awards.”

Addressing the Conclave, Dayal emphasised on the need for India to elevate the status of the public relations (PR) profession to match global standards, particularly that of the United States.

Speaking at the annual event, which coincided with Gandhi Jayanti, he drew a comparison between India and the US, where PR professionals hold significant influence, often advising even the President. “In America, the profession is regarded highly, and we have to take it to that level in India too,” Dayal remarked, noting the pivotal role PR plays in shaping public discourse.

In his keynote address, Dayal also touched upon the profound communication legacy of Mahatma Gandhi. He referred to Gandhi as a ‘master communicator,’ highlighting that Gandhi’s methods were primarily non-verbal yet deeply impactful. “His communication wasn’t much verbal, but that left a big impact,” Dayal noted, emphasising the power of non-verbal cues in fostering seamless communication. Gandhi’s unique approach, according to Dayal, demonstrated how non-verbal methods could be more potent and influential than words.

DMRC Corporate Communication Principal Executive Director also expressed criticism towards the award systems of the Public Relations Society of India (PRSI) and the Public Relations Council of India (PRCI), stating they distribute numerous awards, degrading the sanctity of the award.

He pointed out that these awards are often dominated by PR professionals from government or public sector institutions. To enhance the diversity and credibility of the awards, Dayal advocated for the inclusion of communication professionals from leading private sector companies. He emphasized that making an effort to involve these individuals would not only add value to the award system but also help address sponsorship and funding challenges, as these companies typically have larger budgets.

Dayal expressed his gratitude to PRSD Chairman Dr. Sarvesh Tiwari for hosting the conclave on Gandhi Jayanti, reflecting on Gandhi’s enduring influence as a communicator. “There’s much to learn from Mahatma Gandhi, especially in the realm of communication,” he said, underscoring the relevance of Gandhi’s principles in modern PR practices.

The event, organised in association with Comms Adda, brought together PR professionals and communication leaders from across India, underscoring the growing significance of the profession in the country’s socio-political landscape.

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