Hyderabad: Public Relations Society of India (PRSI) Hyderabad chapter has launched an online Professional Development Series (PDS) to provide an intellectual forum for the talent poll in the professional organisation. To start with, it conducted the maiden programme titled, ‘The Latest in PR’, by involving the leadership of the PRSI’s Ahmedabad and Hyderabad Chapters.
As technology is reshaping the communication process and perceptions of people at lightning speed, Public Relations professionals are facing new demands that require creativity and innovation to remain effective, according to two industry experts from the PRSI observed during the first session last night. The duo with a considerable industry experience shared their thoughts on the evolving landscape and how PR practitioners can stay ahead.
Nikhil Aboti, Founder of Ahmedabad-based Kinesis Communications and Chairman of PRSI’s Ahmedabad Chapter, discussed the critical shifts reshaping PR practice. “Today, PR is a dynamic, data-driven field where clients bring specific goals, and our approach must meet these with precision and relevance. The transformation in internal communication and media management demands an agile, data-savvy approach,” he noted, drawing on over 15 years of experience in sales, marketing, and PR.
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Sreekar Reddy, Founder of PR Sutra in Hyderabad and a seasoned journalist-turned-PR professional, shared his perspective on the impact of Artificial Intelligence (AI) in the field. “AI has accelerated PR operations significantly, turning tasks that used to take days into hours without compromising quality. Students entering this field should focus on mastering prompt engineering rather than getting caught up in technicalities,” he advised. Reddy also highlighted AI’s potential to address PR crises swiftly, a capability that can make a critical difference for brands navigating complex public relations challenges.
Dr. Ajit Pathak, National President of PRSI, emphasized the continued importance of human touch, even in an AI-driven era. “While technology supports us, the essence of PR—the human connection—remains irreplaceable,” he observed. The session was hosted by Dr. S. Ramu, Chairman of PRSI’s Hyderabad Chapter, who underscored the expanding scope of PR due to the mindboggling technological advancements.
PRSI’s National Vice-President (South), U.S. Sarma, and National Legal Advisor, Y. Babji, also contributed to the discussion, reinforcing the organization’s commitment to fostering learning and innovation within the industry.
Participants, including PR professionals, students, and faculty members, engaged in a lively Q&A, with Aboti and Reddy addressing queries and sharing practical insights. Dr. K. Yadagiri, Secretary of the PRSI Hyderabad Chapter, extended gratitude to the attendees, bringing the event to a close.
