A New Era of PR: Insights from Media Mantra Founder and Director Ms Puja Pathak

A thought-provoking roundtable discussion was recently held at Apeejay Institute of Mass Communication with Ms. Puja Pathak, Founder and Director of Media Mantra. The interaction provided students of Public Relations and Mass Communication with valuable industry insights into the rapidly evolving communication landscape and the mindset required to thrive in the profession today.

During the session, Ms. Pathak discussed how public relations has undergone a major transformation over the years, particularly with the rise of digital media and real-time communication. She explained that PR today extends far beyond writing press releases or securing media coverage in newspapers and television. In the digital era, communication professionals are expected to manage narratives, protect brand reputation, monitor online conversations, and respond instantly during crises and public situations. While technology and digital platforms have become integral to the profession, she emphasised that successful PR still depends heavily on clear communication, ethical practices, and a deep understanding of human psychology.

One of the most impactful ideas discussed during the interaction was the concept of “calmness in chaos.” According to Ms. Pathak, the PR industry often demands professionals to work under pressure, handle uncertainty, and manage crises with composure. She highlighted the importance of remaining calm, thinking strategically, and taking responsibility during difficult situations. Stressing the need for ownership among young professionals, she encouraged students to take initiative, display leadership qualities, and move beyond the habit of waiting for instructions or approvals.

The discussion also focused on the qualities that define a strong PR professional in today’s competitive environment. Ms. Pathak emphasised the importance of effective communication, creativity, analytical thinking, and adaptability. She particularly encouraged students to develop the habit of reading extensively and listening attentively, as these practices help build awareness, broaden perspectives, and improve communication skills. According to her, while digital tools may enhance efficiency, long-term success in public relations ultimately depends on emotional intelligence, strategic thinking, and the ability to understand people.

Another engaging aspect of the conversation revolved around the relationship between perception and narrative in public relations. The discussion concluded with the understanding that PR shapes public perception through the narratives it creates. Through storytelling, messaging, and communication strategies, PR influences how audiences think, react, and build trust toward individuals, organisations, or brands over time.

“In an era driven by instant communication and evolving narratives, the interaction encouraged students to view PR as a profession rooted in responsibility, emotional intelligence, and strategic thinking,” said Dr Mudita Raj, Assistant Professor, Apeejay Institute of Mass Communication.

The session proved to be highly informative and inspiring for the students. It reinforced the idea that public relations is not merely about gaining publicity, but about building credibility, understanding audiences, and communicating responsibly in a fast-changing world. The interaction left students with valuable lessons on professionalism, adaptability, and the evolving role of PR in the digital age.