HYDERABAD, DECEMBER 02, 2024: In the era of algorithm-based communication flow and Artificial Intelligence, Public Relations play a vital role for business establishments and individuals, according to Media teachers and PR and Corporate Communication professionals.
Addressing an exclusive Boot Camp (day long) organised by the Public Relations Society of India Hyderabad chapter, in collaboration with Dr BR Ambedkar College, Bagh Lingampally in Hyderabad today i.e., Sunday 1st December 2024, media academicians and PR professionals said that technology disrupted the communication flow and the way the information is consumed in a mindboggling way. “Social contracts are failing and technologies are defining your values. Hence PR is the need of the hour,” Prof. Shashi Nanjundiah, Dean (School of Media), Mahindra University, the Chief Guest of the programme, said. He observed that truth and ethics are needed more than before. He underscored the need for listening.
Prof. Josh Dalrymple, Dean (School of Law), Woxsen University, urged students to focus on networking for their benefit. “There is a hidden job market. To grab opportunities, you must be good at professional networking. The American professor strongly urged students to leverage social media to connect with peers, employers and professionals.
The boot camp evoked a very good response from media departments in the twin cities. The participants thanked the Hyderabad chapter for conducting a highly valuable programme.
During the valedictory session, the Corporate Communication Head of NMDC, Jay Prakash felt the need for responsible communication in the AI era. The Programme Head of All India Radio Shri S. Ramesh said that pure communication has become scarce with the tsunami of information.
Taking part in a panel discussion on AI and PR, experts, Prof.Kingston J, Anindita Mookerjee Sinha, Mukta Kumar, and Mrinal K Ray suggested students to see AI as an opportunity rather than a challenge. The National Legal Advisor of PRSI, Y.Babji, moderator of the panel said that the boot camp gave a direction for students.
The architects of the boot camp, Krishna Baji and Rajeswari Iyer, said that the boot camp was organised for the first time for the benefit of journalism and PR students in Hyderabad. The event was held under the support and able guidance of Dr M. Sekhar, Principal and Dr G. Krishna Kumar, HOD, Journalism Department, Dr. B.R. Ambedkar College, Bagh Lingampalli, Hyderabad.
Eminent speakers—Swati Rathor (topic: Journalism and CorpComm), Branding (Fenella Waters), Ranganath Thota and Aishwarya Iyer (Evolving Landscape of PR), Randeep Arora (Voice Artistry)—shared their knowledge with the participants. The PRSI Hyderabad Chairman Dr S.Ramu and Secretary Dr K.Yadagiri also spoke. Aparna Rajhans, PRSI Joint Secretary anchored the day-long event.
