Use of PR tools in service delivery stressed


Bhubaneswar: A seminar on ‘Recent Trends of Public Relations Practice’ was organised at Institute of Media Studies (IMS) here on Friday.

Attending the seminar, Deputy Director of Information and Public Relations Department Bibekananda Biswal said the practice of public relations is continually being reshaped. “The massive building and restructuring of market economies around the world remind us that the nature of public relations work is often shaped by larger social, economic, political, and cultural changes,” he added. He also stressed on use of PR tools in Government sector for better service delivery and communication.

Senior Officer (Media and PR) of IMFA Ravi Prusty said the industries are opting out of advertising and making a shift to public relations since communication through PR is more strategic, targeted, focused and cost-saving than its counterpart of advertising. “For PR professionals at an individual level, gaining knowledge of digital platforms and knowing how to leverage them for their clients – reputation or brands will be key. However, in the grand churn of social media, there are always eyes watching you and an innocuous comment can quickly escalate into a crisis,” he said.

Among others, manager (corporate communication) of JSPL Sanjay Sahoo, Director of IMS Prof Upendra Padhi and faculties and students of various departments were present.


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