The National PR Day Conclave 2026 was organized by the Heritage Academy and Candid by Paromita with the theme “Digital PR in the Age of AI & Virality: Managing Reputation & Crisis”. Prominent experts from the fields of media, healthcare, corporate communications, advertising, filmmaking, radio, and academia convened at the conclave to discuss how public relations is changing in an AI-driven, hyperconnected world.

The conclave highlighted a crucial fact: PR professionals must adapt through agility, technology, creativity, and audience intelligence because digital media is now the dominant communications ecosystem and not an option.

Dr. Kunal Sarkar, Director & Cardiac Surgeon, Manipal Hospitals, provided a compelling viewpoint on the changing communication landscape, stating that water, oxygen, and data have become equally important resources in today’s world. He questioned traditional ideas of rural habitation as he considered the evolving features of India’s digital ecosystem, noting that growing digital penetration is gradually erasing the distinction between urban and rural areas. He emphasized how this change is affecting how people experience and interact with communication, citing the fact that almost 60% of internet users use Android phones.

Dr. Sarkar went on to say that healthcare spends very little on print media because print media is changing dramatically in the era of digital communication. He emphasized that while content is still king, it must be created with audiences in mind. Additionally, he stated that communicators must be adept at navigating social media platforms because technology is constantly changing. He emphasized the need to invest in multilingual models to reflect India’s communication diversity, the growing use of AI, and the significance of adaptable voice models.

Dr. Rupak Barua, MD & CEO of Woodlands Hospitals, addressed the escalating challenge posed by the crisis in the smartphone age, where information disseminates rapidly, and audiences are frequently attracted disproportionately to negative news. He underscored that organizations have limited options but to engage effectively through digital media.

Furthermore, he emphasized the necessity for strong Standard Operating Procedures (SOPs) and clearly defined Single Points of Contact (SPOCs) to facilitate crisis communication with speed, consistency, and credibility. Mr. Sumit Das Gupta, Founder of ALLCAP Communications, discussed the emergence of content creators and the diminishing attention economy, where 30-second reels and short-form storytelling are influencing narratives across various platforms. He pointed out the importance for PR professionals to comprehend platform-specific content behavior and to adjust their storytelling accordingly.

Mr. K. Sunil Kumar, General Manager- Corporate & PR at JIS Group, highlighted the essential function of SWOT analysis in comprehending an organization’s strengths, weaknesses, opportunities, and threats, thereby establishing it as a vital framework for managing reputation and planning communication.

Providing perspectives from the broadcasting sector, Mr.Jimmy Tangree, Station Head of 91.9 Friends FM, elaborated on the utilization of AI in script generation for radio, while underscoring the necessity of human contributions and creative involvement in crafting engaging radio promotions.

Filmmaker Mr. Dhrubo Banerjee contributed a creative viewpoint to the conversation, reiterating concerns regarding originality and stressing that although AI can support production, genuine storytelling is fundamentally a human pursuit.

The programme was also attended by Prof. Gour Banerjee, Principal, The Heritage Academy, Prof. Basab Chaudhuri, Principal, Heritage Institute of Technology, Kolkata, and other senior officials and members of Heritage Group of Institutions, Kolkata.

The conclave reached a collective agreement that the future of public relations is situated at the crossroads of technology, trust, creativity, crisis management, and storytelling, focused on the consumer. As artificial intelligence transforms communication methods, the function of the public relations professional is changing—not lessening—necessitating enhanced strategic thought, ethical decision-making, and flexibility.

Priyanka Dutta