PR in a Hyper-Connected World

“You don’t always need to be the loudest in the room, but the most authentic.” – Ms. Puja Pathak

Apeejay Institute of Mass Communication (AIMC) organised an insightful interactive session titled “PR in a Hyper Connected World,” offering students an opportunity to gain practical insights into the evolving landscape of public relations and strategic communication. The session was led by Ms. Puja Pathak, Co-founder and Director, Media Mantra Global, a leading public relations and communications firm. Through her industry experience and practical examples, Ms. Puja Pathak shared valuable insights that encouraged students to think beyond textbooks and understand the real-world demands of the profession.

 Ms. Puja Pathak began the session by highlighting one of the most important yet often overlooked aspects of communication—the art of asking questions. She explained that asking meaningful questions helps communication professionals understand people, brands, and situations more effectively. According to her, curiosity is the foundation of learning and plays a vital role in finding solutions and building strong relationships.

One of the key highlights of the session was the importance of reading. She emphasised that reading forms the backbone of a successful career in public relations. According to Ms. Puja Pathak, reading, writing, and speaking are the three essential pillars of PR. Reading improves vocabulary, broadens perspectives, and develops structured thinking, which eventually helps professionals create compelling stories and meaningful content for brands. She encouraged students to develop the habit of reading newspapers, books, and industry-related articles regularly.

The session also explored the relationship between digital media and public relations in today’s hyper-connected world. Ms. Puja Pathak explained that communication has evolved significantly with the rise of digital platforms and social media. She discussed how public relations and corporate communication differ while explaining that both play an essential role in shaping an organisation’s image and building trust among its stakeholders. She stressed that communication is not just about delivering information but about creating meaningful connections with people.

A major focus of the session was the importance of strategy in communication. Ms. Puja Pathak explained that successful public relations campaigns require careful planning, consistency, and innovation. She stated that communication without a clear strategy often fails to leave a lasting impact. She encouraged students to think creatively while maintaining consistency, as both are necessary for building and sustaining a brand’s reputation.

Speaking about the challenges of the modern communication environment, Ms. Puja Pathak introduced the concept of the “popcorn memory” to today’s audience. She explained that because people are constantly exposed to large amounts of content, they tend to forget messages quickly. As a result, communication professionals must design strategies that capture attention and ensure their messages remain memorable. She also discussed information overload, explaining that although technology has made information more accessible than ever before, it has also made it more difficult for brands to stand out.

Towards the end of the session, Ms. Puja Pathak highlighted the qualities that every public relations and marketing professional should possess. She stressed the importance of multitasking, taking ownership of responsibilities, being solution-oriented, adapting to new technologies, and continuously learning. She remarked that curiosity is the mother of invention and encouraged students to remain open to new ideas throughout their professional journey.

She further explained the growing influence of podcasts and social media influencers in shaping a brand’s narrative and strengthening its reputation. She also highlighted the importance of empathetic listening, data-driven communication, and research in creating effective communication strategies. While discussing modern communication tools, she reminded students that newspapers continue to play an important role in improving knowledge, developing critical thinking, and staying informed about current affairs. The session concluded with an engaging interaction between Ms. Puja Pathak and the students, where several questions were answered and valuable industry experiences were shared. The discussion gave students a practical understanding of how communication professionals navigate challenges in a fast-changing media environment. Overall, the session was informative, inspiring, and thought-provoking. It reinforced the importance of authenticity, curiosity, strategic thinking, and continuous learning while preparing students to understand the evolving role of public relations in a hyper-connected world.