The public relations industry is going through a critical phase where it is required to constantly reinvent itself in order to stay relevant to the clients. What are the dynamics that are forcing a paradigm shift to the way this industry has been conducting so far? Radha Radhakrishnan tries to find out all the answers in her chat with Atul Sharma, President, PRCAI.

PRCAI – Public Relations Consultants Association of India is now all set to play a more decisive role under the leadership of Atul Sharma – the newly elected President of the body. He says that the ongoing pandemic turned out to be an excellent opportunity for the industry to collaborate and find solutions for one another. He further adds that industry came together as a team, shared learnings and gave a voice to the narrative. We did things in a very coordinated and in a very, very streamlined fashion. But this time around, industry looked inwards, was more inclusive, tried to find answers of what were the problems that were plaguing it and that changed the game.

We found counsel from diverse issues. So, I think the learning piece was something which we, which really, we progressed pretty well and considering people had to just log into a machine that worked very well.

Our purpose and our mission at PRCAI is completely focused on making the whole industry professional, ethical and prosperous.

Atul Sharma

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