Bhubaneswar: The Public Relations Society of India (PRSI), Bhubaneswar Chapter, in association with IIT Bhubaneswar, celebrated National Public Relations Day 2025 with a thought-provoking event centred on the theme ‘Responsible Use of Artificial Intelligence: Role of Public Relations’. The event, held at the IIT Bhubaneswar campus, brought together communication professionals, academicians, students, and tech experts for an insightful dialogue on ethics, innovation, and the evolving landscape of public relations in the AI era.
Inaugurating the event, Prof. Shreepad Karmalkar, Director of IIT Bhubaneswar, underlined the importance of ethical intent behind technology use. “AI is only as ethical and effective as the purpose it serves,” he said, adding, “PR professionals are not merely communicators—they are ethical influencers who must wield AI with responsibility and integrity. The three C’s—communication, collaboration, and critical thinking—should guide our AI practices in public relations.”
Rohit Dubey, Vice President and Head of Corporate Communications at Reliance Jio Infocomm Ltd., in his keynote address, called AI a co-pilot, not an autopilot, in the PR domain. “It enhances productivity and creativity, allowing professionals to focus on strategy rather than routine tasks,” he noted. Dubey also encouraged students to seize the untapped potential of India-centric PR technology tools, suggesting collaboration between computer science and communication disciplines to develop innovations such as real-time sentiment trackers, media analytics platforms, and automated content generators.
Sudhi Ranjan Mishra, Chairman of PRSI Bhubaneswar Chapter, set the context for the day, stating that in an era dominated by social media and misinformation, the role of public relations professionals has become more critical than ever. “National PR Day reminds us of the importance of credible communication and ethical influence,” he said.
Highlighting initiatives at IIT Bhubaneswar, Dr. Debi Prosad Dogra, HOD of Computer Science and Engineering, emphasized the need for transparency and accountability in the development and deployment of AI systems. “Responsible AI can accelerate progress in healthcare, governance, and education. At IIT Bhubaneswar, we are committed to creating AI models rooted in ethics for the sustainable growth of the nation,” he said.
A presentation by Dharitri Satapathy, PRO of IIT Bhubaneswar, delved into the ethical considerations and challenges in using AI within public relations, offering valuable insights into emerging tools and responsible implementation.
The event also witnessed the launch of the official PRSI Bhubaneswar Chapter website — www.prsibhubaneswar.in — aimed at fostering engagement, knowledge sharing, and collaboration among PR professionals.
Krushna Chandra Mahapatra, Secretary of PRSI Bhubaneswar Chapter, concluded the event with a formal vote of thanks.
The programme was attended by a vibrant mix of public relations professionals, corporate communicators, faculty members, and students, all of whom came together to celebrate the essence of ethical and effective communication in the age of AI.
