THEBUSINESSBYTES BUREAU

ROURKELA, JULY 17, 2026

As artificial intelligence (AI) and digital technologies continue to reshape the communication landscape, credibility, authenticity and human values will remain the defining pillars of effective public relations, said Dr. Bibhudatta Mahapatra, Vice-President, Corporate Communications, Aditya Birla Group (Odisha Operations), while delivering the keynote address at a seminar organised to mark World PR Day 2026 in Rourkela on Thursday.

The seminar was organised jointly by the Public Relations Council of India (PRCI), Rourkela Chapter, and SAIL-run Rourkela Steel Plant at Rourkela Club on the eve of World PR Day 2026, bringing together communication professionals, corporate leaders and PR practitioners to deliberate on the evolving role of strategic public relations in an increasingly dynamic communication ecosystem.

Speaking on the theme "The Golden Age of Strategic PR," Dr. Mahapatra said public relations has evolved from a support function into a strategic management discipline that influences leadership decisions, strengthens stakeholder confidence and protects organisational reputation. He observed that while technology and artificial intelligence are transforming the way organisations communicate, they cannot replace trust, empathy and ethical communication, which remain the cornerstones of meaningful stakeholder engagement.

Highlighting emerging trends in the profession, he stressed the need for communication professionals to embrace digital innovation, leverage data-driven insights and integrate communication strategies across platforms while ensuring transparency, consistency and authenticity in every engagement. He also called upon PR practitioners to become strategic advisors capable of anticipating challenges, managing perceptions and creating long-term value for organisations through responsible and purpose-driven communication.

Addressing the gathering as Chief Guest, Anil Kumar, Executive Director (Materials Management), Rourkela Steel Plant, highlighted the growing importance of public relations in strengthening industry communication, fostering transparency and building enduring relationships with stakeholders. He said strategic communication has become indispensable for enhancing organisational credibility and sustaining stakeholder trust.

Welcoming the delegates, Archana Satpathy, Chairperson, PRCI Rourkela Chapter, and General Manager (PR) & CoC, Rourkela Steel Plant, outlined the objectives of the seminar and emphasised the need for strategy-driven public relations to strengthen institutional reputation and corporate credibility in a rapidly evolving communication environment.

Earlier, Dr. Anjana Maitra, Vice-Chairperson of PRCI Rourkela Chapter, introduced the dignitaries to the audience.

The event also featured an engaging spot quiz on media and public relations conducted by Joydev Majumdar, Assistant Manager (PR) and Treasurer, PRCI Rourkela Chapter, encouraging enthusiastic participation from the audience.

Amitav Thakur, a member of PRCI, anchored the programme, while A. C. Nayak, Zonal Executive Member of the Chapter, proposed the vote of thanks.

The seminar reaffirmed PRCI Rourkela Chapter's commitment to promoting professional excellence and knowledge-sharing among communication practitioners while underscoring the growing strategic significance of public relations in driving organisational success, enhancing public trust and creating meaningful engagement across industry and corporate sectors.