PR Conclave 2025: Experts chart the future of public relations

The Apeejay Institute of Mass Communication (AIMC), in collaboration with the Public Relations Consultants Association of India (PRCAI), hosted the highly anticipated PR Conclave 2025 at its Dwarka campus. Themed Shaping Stories, Building Brands, the event brought together eminent professionals and thought leaders from the PR industry to share insights, discuss evolving trends, and guide aspiring PR professionals on their journey.

The event began with an opening address by Prof. Sajal Mukherjee, Director of AIMC, who emphasised the importance of blending theoretical knowledge with practical expertise. Reflecting on the rapidly evolving communication industry, he stressed the need for future PR professionals to adapt to changing dynamics. Prof. KG Suresh, Professor Emeritus at AIMC, drew a powerful parallel between the conclave and the transformative Kumbh Mela, underlining the critical mindset and resilience required to excel in the PR domain.

The stage was then taken by Ms. Deeptie Sethi, CEO of PRCAI, who delivered a compelling presentation on the organisation’s objectives, roadmap, and vision for the future of PR in India. She highlighted the sector’s impressive growth trajectory, with the industry projected to reach ₹2,700 crores by 2030, but also cautioned about the looming talent gap of 22,000 professionals. Her advice to the attendees was both practical and inspiring: “Enter this profession not by chance but by choice.” She further emphasized the importance of having a bold vision, choosing a niche, and thinking ahead in an ever-changing industry.

A lively panel discussion followed, featuring some of the most accomplished names in the field: Ms. Tehseen Zaidi (Head of External Communications, Syngenta India), Ms. Shivani Gupta (Managing Partner – Culture & Brand Reputation, SPAG FINN Partners), Mr. Ravindra Samant (Assistant Account Manager, Adfactors PR), and Ms. Dhun Chhokar (National Head of Digital and Visual Storytelling, ON PURPOSE). Moderated by Ms. Sethi, the panel explored the true essence of PR, highlighting opportunities within the field and the integration of emerging technologies like AI and data analytics.

Ms. Shivani Gupta introduced the concept of STARS—storytelling, technology, adaptability, relationships, and strategy—as the cornerstone of PR success. Mr. Ravindra Samant shared insights on the shifts in PR practices before and after the pandemic, while Ms. Dhun Chhokar encouraged attendees to approach the industry with authenticity, advising them to “go deeper instead of broader” for a more fulfilling career. Ms. Tehseen Zaidi added her perspective on the evolving communication ecosystem and stressed the importance of reading and research in crafting impactful narratives.

The session also included a case study presentation by Ms. Tehseen Zaidi, who shared her journey from journalism to PR, demonstrating the dynamism of the communication industry. She presented the Dettol campaign she had worked on during her time at NDTV, showcasing how collaboration between agencies, brands, and media can drive impactful storytelling.

The final session, Cracking a Career in PR, featured Ms. Dhun Chhokar and Mr. Vishal Gera (HR Director, Archetype India). Together, they addressed common questions from aspiring PR professionals about hiring practices, career growth, and skill development. Mr. Gera advised, “Forget cookie-cutter resumes. Stand out or stand aside,” while Ms. Chhokar highlighted the significance of personal branding, stating, “Your personal brand is your most valuable asset.”

The event concluded with a felicitation ceremony for the esteemed speakers, marking the end of a day filled with learning, networking, and inspiration. AIMC’s PR Conclave 2025 was more than an event—it was a movement that empowered attendees to refine their craft, navigate challenges, and thrive in a rapidly evolving industry. The conclave reaffirmed PR’s role as the art of shaping stories and building brands in today’s dynamic world.