While addressing the students of India Today Media Institute (IITM), India Today Group, India, Prof.(Dr.) Pijush Dutta, along with Dr Dhruba Jyoti Pati, Professor in Media and Entertainment studies ,the dean director of the institute said said, the evolution of Public Relations has been a transformational one, with the rise of traditional media, digital tools, and AI-driven creative development. The early 2010s saw traditional press releases and media pitches, but the rise of social media and data analytics in the late 2010s led to more sophisticated campaigns. The AI revolution in the 2020s has further evolved, with AI tools automating routine tasks and creating insightful content.
Despite the challenges, such as misinformation and fake news, the ability to harness AI and big data allows PR firms to offer more personalized campaigns. Social media provides access to a cross-section of audiences and real-time engagement with feedback.
Technology has transformed the lives of PR professionals, making processes easier and more creative. AI can now develop press releases and social media posts, allowing time for strategy and innovation. Real-time analysis of big data has changed the success metric, allowing for more data-driven decisions.
The shift to digital engagement has opened up new ways of engagement, such as influencer marketing and multimedia content creation. Corporate Social Responsibility (CSR) plays a crucial role in the changing world of PR, as it focuses on building positive relationships between organizations and their stakeholders and implementing strategies that contribute to the community’s well-being.
- Prof. (Dr.). Pijush Dutta
