The Business Bytes
THEBUSINESSBYTES BUREAU
BHUBANESWAR, APRIL 21, 2025
“AI in PR is an augmenter, not a replacer. It’s a productivity booster, a creative partner — a co-pilot, not an autopilot,” said Rohit Dubey, Vice President and Head – Corporate Communications, Reliance Jio Infocomm Ltd., while addressing a distinguished audience at the National Public Relations Day 2025 celebrations, jointly organised by the Public Relations Society of India (PRSI) Bhubaneswar Chapter and IIT Bhubaneswar here on Monday. The event centered around the theme ‘Responsible Use of Artificial Intelligence: Role of Public Relations.’
In a thought-provoking session, Dubey urged aspiring technologists and PR professionals to view AI not as a threat but as a transformative ally. He emphasized the growing need for India-centric PR technology solutions and challenged students to bridge the gap between computer science and communication by developing tools for real-time sentiment tracking, content generation, and media analytics. “The PR tech space in India is ripe for innovation. It’s a greenfield for entrepreneurs and student innovators,” he said.
Prof. Shreepad Karmalkar, Director of IIT Bhubaneswar, emphasized the moral compass required in leveraging AI for communication. “Technology, especially AI, is only as ethical and effective as the intent behind its use. As custodians of communication, PR professionals carry a deep responsibility—not just to inform, but to influence ethically,” he said. Highlighting the importance of the three Cs — communication, collaboration, and critical thinking — Prof. Karmalkar called for innovation that aligns with integrity and societal good.
Sudhi Ranjan Mishra, Chairman of PRSI Bhubaneswar Chapter, set the context of the day by underlining the heightened responsibility PR professionals shoulder in today’s digital age. “In the age of huge social media influence, the role and responsibilities of a PR person are much higher now in fighting misinformation and fake news,” he noted.
Addressing the technical dimension of the theme, Dr. Debi Prosad Dogra, Head of Computer Science Engineering at IIT Bhubaneswar, shared the institute’s initiatives on ethical AI. “The advent of AI has accelerated growth in healthcare, public services, and beyond. But with great power comes great responsibility. Developers must disclose the underlying workings of AI and ensure responsible deployment,” he said.
The event also featured a compelling presentation by Dharitri Satapathy, PRO of IIT Bhubaneswar, who highlighted the challenges and ethical considerations of integrating AI into PR. Her talk brought attention to the thin line between efficiency and ethical dilemmas in AI-driven communications.
In a significant milestone, the event marked the official launch of the PRSI Bhubaneswar Chapter website – www.prsibhubaneswar.in, further strengthening the chapter’s digital presence.
The programme concluded with a vote of thanks from Krushna Chandra Mahapatra, Secretary, PRSI Bhubaneswar Chapter, acknowledging the participation of PR professionals, academicians, students, and IIT Bhubaneswar faculty.
The National PR Day 2025 celebrations stood out not just as a platform for dialogue, but as a call to action — urging communicators and technologists to co-create a future where AI empowers PR with purpose, ethics, and innovation.
