Public relations (PR) is a profession which is based on relationship management and is in fact an occupation of service to society. Communication is only a tool for creating effective PR, said Prof BK Kuthiala, vice-chancellor, Makhanlal Chaturvedi National University of Journalism and Communication while addressing the gathering in the annual programme of the Public Relations Society of India (PRSI) Dehradun Chapter held in Dehradun. PRSI is a national association of PR professionals and was established with the mandate to promote recognition of PR as a profession.
Kuthiala spoke on communication as a tool of Public Relations and elaborated on how Public Relations have now become commercial and rechristened as Corporate Communications. PR is a holistic approach for communicating and maintaining a relationship with the Public. In the Indian scenario, public is not limited to the beneficiaries but involves the society at large.
Dr Rajesh Kumar, associate Professor and Head School of Communication, Doon University stressed upon what makes PR more effective and how it can be assessed. Performance, recognition, knowledge and two way communications are the foundation of Public relations.Earlier in her address Madhulika Burman, chairperson, PRSI, Dehradun Chapter, gave a brief about PRSI and its efforts to take up relevant social issues. She also brought out the challenges being faced by PR practitioners in the changing social scenario today.