Amity University Jharkhand celebrated National Public Relations Day
Ranchi, 21/04/2022: Marking the National Public Relations Day on Thursday, Amity School of Communication of Amity University, Jharkhand in association with Public Relations Society of India (PRSI), Ranchi Chapter organized a programme titled ‘Building Trust; Shaping Up the New World with Public Relations’ wherein Mr. Ankit Shukla, State Editor, Dainik Bhaskar, Mr. Manoj Kumar, Assistant General Manager. State Authority of India Limited, Ranchi along with Ms. Rashmi Verma, Senior Mass Communication Assistant Professor, Central University of Jharkhand were the guests.
Interestingly, Mr. Manoj Kumar and Ms. Rashmi Verma are the vice-president and secretary of PRSI, Ranchi chapter.
Mr. Ankit Shukla, State Editor, Dainik Bhaskar spoke on the changing dynamics of Public Relations and Journalism. He cited examples on the history of journalism when the word Public Relations or digitalization didn't exist. “Positive journalism was earlier well reflected,” he quoted adding that in today's era, not much has changed. “Whenever content is changed, there are repercussions,” he said.
He further mentioned that Industry PR differs that is innovation and damage control, but content is not controlled. The base of journalism is Public Relations.
Further, he highlighted developmental journalism. “PR is a powerful weapon. The main value of Public Relations is same as journalism be it flaws. Development journalism has played a pivotal role trough Public Relations during pandemic,” he quoted.
Mr. Manoj Kumar, Assistant General Manager, Steel Authority of India Limited, Ranchi started with how trust is put in Public Relations communication. It is done by practice. “PR is now commercial. Wherever you are working is for organization, goal, and mission. PR is a firefighting job. Nature of Public Relations in public and private are different. Right from beginning your job should begin with PR. Advertising is progression. PR and sales are important parameters in business. But commercial bodies run after sales and marketing. The only organization establishing Public Relations is TATA Steel. PR is a cost-efficient tool,” he said.
Ms. Rashmi Verma, Senior Mass Communication Assistant Professor, Central University of Jharkhand spoke on background of PR and presented the origin of PRSI and relevance of National PR Day and its code of ethics. She stressed on why new world order is required. She talked about the various opportunities in Public Relations.
She further referred examples from global pandemic where Public Relations played a vital role. She also focused on Period of Great Depression of 1930s. She explained the term Public. Pro Active and Reactive relationships were explained with reference to crisis management. Contemporary PR was also discussed along with challenges and opportunities of Public Relations. The Earned, Owned and Paid Media words were explained. “Trust needs time and is not a one-time activity,” said the Senior Assistant Professor.
Prof. (Dr.) Raman Kumar Jha, Vice-Chancellor, Amity University Jharkhand emphasized on the topic of the event focusing on key concepts of trust and truth. Citing instance of lion, the king of forest, he suggested on not to feel superior at any point of life. “It is necessary to have a relationship with self and spend at least 20 minutes with yourself every day,” he said.
Prof. (Dr.) Ajit Kumar Pandey, Director, Amity University Jharkhand said, “Trust cannot be built without being backed by truth. Journalism is something what you want to be published is PR. Newspaper has got the potential to change public opinion.” He referred the example of Russia-Ukraine war where latter is giving tough fight for last 55 days because of Public Relations. He also stressed on having relationship with self in sync with others.
Mr. Prabhakar Tripathi, Registrar, Amity University, Jharkhand said that every individual has name, surname, and image its three names. “The third name is because of the trust. You give value to your name by virtue of what you walk, talk and chalk,” he added. He also spoke on the power of media.