Despite limited accessibility technology has broadly influenced and empowered the human race. Therefore, the PR professionals have to adapt themselves to the cataclysmic changes in the field of IT, said Ravenshaw University Vice-Chancellor Dr Prakash Kumar Sarangi while addressing a national seminar on ‘Challenges of PR Professionals in the Changing Paradigm’ at the East Coast Railway (ECoR) office here on Saturday.
There is a transition from welfare-based society to right-based society. This has been brought about by enactment of the Right to Information (RTI) and Right to Education (RTE) Acts. These changes should not be lost sight of by PR professionals, Dr Sarangi added.
ECoR Chief PRO Jyoti Prakash Mishra said, “PR as anybody’s job is a myth to be dispelled in the interest of the PR professionals”. He regretted that PR is remembered only during crisis. South Eastern Railways, Kolkata Chief PRO RN Mohapatra delivered on digital knowledge bank and handling of internet system.
PR Council of India (PRCI), Bhubaneswar Chapter chairman Dr Ashok Kumar Panda said truth and false information are the essential ingredients of public relations.
Former PR Manager of the Rourkela Steel Plant (RSP) Baidyanath Mishra said PR is nothing but skillful communication to influence public opinion and win over them. He categorically stated that the professional conflict is the internal challenge and adaptation to new technology the external challenge in the profession.
Around 200 delegates representing various organisations participated in the seminar.