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Experts share roadmaps for today's PR at XIM University' annual media conclave

by Trans World Features | @twfindia 15 Oct 2021, 12:03 am

Bhubaneswar/IBNS: Human touch, human values, storytelling and use of technology are setting new directions for the PR professional, according to expert speakers at the recently concluded media conclave by IlluminatiX, the Media and PR Cell of XIM University, Bhubaneswar.

The theme of the 8th edition of the Annual Media Conclave, Communiqué, on Oct 10 was "Domino Effect PR: Communication in the Hands of the Masses".

In the launch video, a glimpse of the entire theme was encapsulated setting the direction for the conclave.

Dr. Samir Kapur, Director at Adfactors PR, spoke about what PR means in the modern world and how technology has helped revolutionize PR.

He also shared his ideas on how PR matters more than ever and how to think of the world as a storyteller.

Kapur also emphasized the use of Google, juxtaposing it to the world’s reputation management system and tomorrow’s PR metric.

Mudassar Hossain, Managing Partner at Ogilvy, spoke about the significance of the human touch and how human values can impact PR. He mentioned that the power of ideas and story creation reflects on the products of a company.

Prashant Sukhwani, Brand's Communications Head at Burger King Corporation, shared his observations of how the domino effect takes place.

He explained how the proliferation of an event occurs due to PR. Through several examples of Burger King, he explained how the campaigns were affected and took advantage of a range of trends.

He emphasized the importance of context in a conversation and mentioned that the domino effect could not happen overnight when it comes to consumer behavior changes. He gave his insights on how to deal with changes and pointed out the challenges in doing so. Post his talk, the speaker answered the students' questions.