Jaipur | July 16, 2026
Reinforcing the importance of trust, credibility and strategic communication in an increasingly digital world, the Public Relations Council of India (PRCI), Jaipur Chapter, celebrated World Public Relations Day 2026 with an engaging panel discussion on the theme “Influencer Relations vs. Traditional Media Relations: Credibility, Reach and the Future of PR.”
The celebration was part of a larger national initiative that brought together more than 100 public relations professionals from 63 PRCI city chapters across India and 13 countries, who participated virtually to deliberate on the evolving role of public relations, emerging communication trends, artificial intelligence, media credibility and the future of reputation management.
The Jaipur Chapter commenced its programme with the live screening of PRCI’s National World Public Relations Day Webinar hosted by the Ahmedabad Chapter, followed by an exclusive in-person panel discussion featuring *Jagdeep Singh (Jags), renowned PR professional; RJ Ravindra, leading radio personality; and Marcela Baur, lifestyle content creator and founder of “Jaipur by Marcela.” The discussion was moderated by *Misha Sharma, Account Executive, Adfactors PR.
Credibility Must Remain at the Core of Modern Communication
Welcoming the gathering, Somendra Harsh, Chairman, PRCI Jaipur Chapter, observed that while communication platforms continue to evolve at an unprecedented pace, the core values of public relations remain unchanged.
“Technology, digital media and artificial intelligence have transformed the way we communicate, but credibility, transparency and public trust continue to define successful communication. PRCI remains committed to creating meaningful platforms that foster knowledge-sharing, professional collaboration and stronger industry-academia engagement,” he said.
Editorial Credibility Continues to Define Effective Public Relations
Speaking on the changing media landscape, Jagdeep Singh (Jags) emphasised that despite the rapid expansion of digital communication, editorial integrity remains the cornerstone of public relations.
Communication Platforms May Change, Human Connection Does Not
Sharing his perspective, RJ Ravindra highlighted how communication has evolved from traditional broadcasting to multi-platform digital engagement.
He remarked that while audiences today consume content across multiple channels, the essence of impactful communication still lies in Authentic storytelling, emotional connection and meaningful conversations. According to him, traditional media and digital creators are not competitors but complementary forces in today’s communication ecosystem.
Influence is Built on Trust, Not Numbers
Lifestyle influencer Marcela Baur spoke about the growing creator economy and the changing expectations of audiences.
She emphasised that followers alone do not create influence; trust, authenticity, consistency and genuine community engagement do. She further observed that successful collaborations between brands and creators are built on transparency, long-term relationships and shared values rather than short-term visibility.
Artificial Intelligence is a Powerful Tool, Not a Substitute for Human Intelligence: Sunny Kulshrestha
Delivering the concluding address, *Sunny Kulshrestha, Secretary, PRCI Jaipur Chapter, said that World Public Relations Day serves as an important reminder of the expanding role of strategic communication in shaping organizations, institutions and society.
He highlighted the significance of this year’s celebration, noting that professionals from 63 PRCI Chapters and 13 countries came together on a single digital platform, reflecting the truly global nature of today’s communication profession.
“Artificial Intelligence is not a replacement for human intelligence; it is a powerful collaborator. AI can analyse data, generate content and accelerate communication, but it cannot replace human judgement, empathy, creativity, ethical thinking and relationship building.”
Kulshrestha stressed that the future of public relations belongs to professionals who can combine Critical thinking, strategic communication, creativity and AI-enabled efficiency.
He urged young communication professionals to move beyond merely using AI tools and instead develop the ability to guide AI through informed prompts, sound judgement and innovative thinking.
“Whether it is traditional media, influencers, radio, digital platforms or AI-driven communication, they are all channels serving one common objective—to build trust, strengthen relationships and create meaningful engagement. Technology may transform communication, but human values will continue to define it.”
He further reaffirmed PRCI Jaipur Chapter’s commitment to nurturing young communication professionals by creating platforms that integrate public relations, journalism, digital media, corporate communications and artificial intelligence for the next generation of industry leaders.
During the programme, new members of PRCI Jaipur Chapter were formally inducted and honoured with the official PRCI lapel pin and commemorative mementoes, recognizing their association with the organisation.
The programme concluded with a vote of thanks delivered by Somendra Harsh, Chairman, PRCI Jaipur Chapter, who expressed gratitude to the distinguished speakers, media fraternity, participants, academicians and communication professionals for making the celebration meaningful and impactful.
The event witnessed enthusiastic participation from public relations practitioners, corporate communicators, journalists, media professionals, academicians and students, reaffirming PRCI’s commitment to promoting excellence, ethical communication and collaborative professional growth.
