Public Relations education needs upgradation, feel professionals
Chandigarh, 28 Feb 2022:
Public Relations education needs upgradation and infusion of business education in its studies, said former chairperson of School of Communication Studies, Panjab University, Dr Archana R. Singh, addressing a national webinar organized by Chandigarh Chapter of Public Relations Council of India (PRCI).
Hosted by Young Communicators Club (YCC) of Mehr Chand Mahajan DAV College for Women, in the presence of stalwarts of communication and PR from across the country, the webinar addressed the theme of “Unmasking Public Relations: The Highs and the Lows”, where it was acknowledged to slow the erosion in understanding the role of public relations and bring clarity to the discipline.
Vivek Atray, Chairman of PRCI Chandigarh Chapter in his welcome address said that PR profession is about bringing about transformation and positive change and there is definite need to keep on upgrading the professional practice through regular training and skill developments.
Dr Archana Singh said that future of the profession hinges on the ability of practitioners to develop a strategist’s mind-set—nonlinear, expansive, business focused, and creative about decision making and work issues.
The key to preparing for this role is a change in the approach to public relations education and training, reshaping curricula, to prepare business-literate professionals who possess a specialized knowledge of public relations, communication and human and organizational behavior, she said.
Earlier, senior journalist Jupinderjit Singh shared his experience with the PROs of various departments including the police, the railways, the army, and even the militant groups, where gun-totting Media Commander took him blindfolded to meet the head of a militant group in Kashmir during his posting there.
He, however, commended the emerging need for professionals in the corporate world and celebrities, providing quick information on specialized subjects to facilitate journalists.
The student panelist Kaveri Satiija of YCC MCMDAV felt that the advent of digital media has given more tools to PR practitioners to tell corporate stories to larger audience successfully.
PRCI Senior Vice President National Executive Charanjit Singh said that PR professionals must develop a strategist’s mindset with creative abilities routed in ethical norms to help organizations succeed while remaining focused on the stakeholders intrinsic human needs.
The national webinar was held in memory of Late Naresh Kumar which saw the participation of nearly 40 senior professionals and moderated by Dr Manjot Kaur of the Mehr Chand Mahajan DAV College for Women.
Chief Jury in the webinar, award winning Dr Dipankar Roy, CEO (Worldwide) of the Authors Club and of International Art Acts, hoped that better sense and peace would prevail in the world.
Those who attended included Chairman Emeritus and Chief Mentor of PRCI, M.B. Jayaram, National PRCI President Dr. T. Vinaykumar, former Advisors to Prime Ministers S. Narendra, Mr K. Ravindran, Senior Vice President, Renuka Salwan, Northern Regional Head, YCC head Chinmayee Praveen, Vijay Lakshmi, G.S. Bawa, Yogesh Joshi, Vipin Kharbanda, among others.
