Chandigarh, 16 July:The national apex body of public relations practitioners and business communicators, Public Relations Council of India (PRCI), voiced its concern to standardise and upgrade public relations education in the country.
Moderated by Prof. C.J. Singh of Shoolini University's School of Media and Communication, said that keeping pace with the technology especially in managing false information and fake narrativesrequire much extensive training for the communicators in the field of AI to counter it.
Chairman Emeritus and mentor of PRCI and a seasoned PR practioner M.B. Jayaram, that special education committee has been created to work with educational institutions at undergraduoate and postgraduate levels to examine and upgrade the academic syllabi of various universities.
Prof. Babu Joseph, Shamli Gupta, Pallavi Priyadarshni, and Prof Karunakaran Jha and other academicians advised revision of syllabi of media schools to make it relevant to the current requirements and empower students with the new age tools.
PRCI President Mrs. Geetha Shankar joined from Chicago, and emphasised the need for professionalising Public Relations practice in the country by inculcating ethical values for responsible communication.
PRCI past president Dr. T.Vinaykumar and many other professionals from across the country joined the discussions and intended to take up firm decisions in the forthcoming Global PR Conclave being held in Mangalore on 8-10 November 2024.