Interpersonal skills won’t be replaced by technology

Dhenkanal: In today’s world social media platforms like Twitter are becoming an integral part of press releases. Rather than directly going to a person, tweets are now used as quotes by many media organisations across the world and Contents are being repurposed. Press releases are becoming multimedia releases. In the near future Artificial Intelligence will take over mundane jobs. News anchors may be replaced in the future by robots working on artificial intelligence (AI). Creativity and interpersonal skills are difficult to replicate artificially, so a person who is creative will be in demand. Said, Rohit Dubey VP Corporate Communications at Reliance Jio Infocomm.
The 3rd edition of Public Relations Round Table conference was organised by Indian Institute of Mass Communication (IIMC) Dhenkanal on Wednesday January 22. The event was held in collaboration with Public Relations Society of India (PRSI) Bhubaneswar focusing on the theme of public relations in the evolving technological landscape.
A PR person has to overcome the negatives and act as a bridge between the people and the government or a company. Talking about the skills required in public relations, Shashank Patnaik focused on the importance of being an excellent communicator, being presentable, having patience and filtering information in order to be successful. “If you can keep your eyes and ears open and your mouth shut, then you are an excellent public relations person,” said Shashank Patnaik, AVP Corp. Affairs, Aditya Birla Group.
The primary goal of a PR person is to uphold the name of the organisation. Ashutosh Rath DGM & Head PR & Corporate Communications NALCO, said, “90% of the data in the world today was created in the last two years.” The rise of big data coupled with artificial intelligence will allow people to understand public emotions better. Big data will become more personal. PR persons will send emails that will appeal to a person personally. Also a shift in the visual content development by PR persons is expected sooner rather than later. Video News Releases (VNRs) will take over press releases. Social media will also undergo a change from organic to paid jobs. Job opportunities will thereby open up for people to manage a person’s social media platform.
Discussing the particular occasion Professor Subir Ghosh an author, former general manager, corporate communications at Hindustan fertilizers in his opening note took the audience back in time. When Indira Gandhi was assassinated, communication was not India’s strongest suit. Rajiv Gandhi had to travel all the way to Delhi to find out what had happened. He also mentioned that Nowadays public relations are a 24X7 process. You can hold an instant press conference here in this room that will reach the entire nation and the world via satellite communication, said Prof. Subir Ghosh.
Apart from that, the members of the PRSI released a play ……… and re-launched the mind space reading hall of the institute on this occasion. Regional Director of the institute professor Mrinal Chatterjee, entire staff members and all the students of the premier institute were present at the occasion.

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