Kolkata, April 20, 2026:
Marking National PR Day, leading communications firm Candid by Paromita, in association with the Department of Media Science at The Heritage Academy, Kolkata, hosted a compelling conclave that brought together top minds from corporate communications, media, healthcare, and marketing to examine the fast-evolving dynamics of digital public relations.
At the heart of the discussions was the transformative role of Artificial Intelligence (AI) and virality in shaping modern communication, with experts highlighting how technology is redefining reputation management in an increasingly real-time, digital-first world.
The conclave featured two power-packed panel discussions — “Digital PR in the Age of AI & Virality: Managing Reputation & Crisis” and “Shaping Narratives & Newsworthiness.” Speakers delved into how AI-driven tools, predictive analytics, and digital monitoring systems are revolutionizing crisis communication, enabling brands to respond faster and more strategically than ever before.
However, amid rapid technological advancements, a consistent message emerged: credibility, authenticity, and human judgment remain irreplaceable pillars of effective public relations.
Observed annually on April 21, National PR Day highlights the vital role of communication in bridging organizations and the public. The occasion traces its roots to the landmark All India Public Relations Conference of 1968, where the industry formally embraced its Code of Ethics, reinforcing its commitment to transparency and trust.
The second panel turned the spotlight on storytelling in the digital era, exploring how AI is reshaping editorial workflows, content discovery, and audience engagement. While acknowledging the efficiency of AI, experts also raised concerns about misinformation, underlining the urgent need for responsible and ethical storytelling in a hyper-connected media landscape.
Speaking at the event, Madhupa Bakshi, Dean of Media Science at The Heritage Academy, emphasized the importance of evolving communication practices. She noted that as AI continues to disrupt traditional models, future professionals must be equipped with a deep understanding of digital PR, reputation management, and ethical communication.
Paromita Ghosh, Founder Director of Candid by Paromita, highlighted that the conclave was envisioned as a platform to unite diverse industry voices and foster meaningful dialogue around AI’s growing influence. She stressed that such initiatives aim to empower both students and professionals with the skills required to navigate the rapidly changing PR ecosystem.
The conclave concluded on a forward-looking note, reinforcing that while AI and virality have accelerated the pace and reach of communication, the essence of public relations lies in building trust through strategic storytelling and human insight.
As the industry stands at the intersection of technology and credibility, the message was clear: the future of PR belongs to those who can balance innovation with integrity.
