Bhubaneswar: Xavier School of Communications, Xavier University Bhubaneswar hosted a PR and Corporate Communications Conclave titled ‘Reputation Today” on February 12, 2020 on campus.

The Dean of XCOMM, Dr. Fr. Donald D Silva, SJ. extended a warm welcome to the esteemed speakers and the students who participated in this conclave from nine colleges from Bhubaneswar and Cuttack. The Vice Chancellor, Dr. Fr. Antony R Uvary, SJ, felicitated the guests. He further emphasized on the importance of higher education and media literacy.

The Registrar, Fr. E.A Augustine, SJ, shared his words of encouragement with the audience and guests, enlightening the participants on the importance of respect and reputation.

The conclave was further continued by Mr. Amith Prabhu, founder of PRomise foundation and advisor of Reputation Today. He spoke about the PR as a career option and it’s opportunities, educating the audience on the pillars and the strategies of PR.

The next speaker, Ms. Madhavi Jha, Head of Communications at Carin India, enlightened the audience on the true ‘Definition of Ethics’ and its use in communication. She further shared anecdotes of corporate crisis management and the cardinal rules of ethics in PR.

The Managing Director at Public Relations firm—Ruder Finn India, Atul Sharma shared a brief history of PR in the thrid session. He stated that as consumers, we love to buy stories and magic where brands have become more about vision and mission than about selling products.

In the follwing session, Minol Ajekar— Head of communications—CSR and Business Operations at Puravankara, mentioned that PR is heavily dependent on communication. She discussed the 5C strategies which are followed by the corporate world. The value of the brand has changed and become much more integrated. She summed up the discussion with the note that the current PR world cannot sustain without AI and ML.

In the final session, Mitu Samar, owner of Eminence and independent communication consultancy firm talked about the difference between perception and reality. And emphasized mostly on celebrity PR and the emerging PR trends of the present era.

A brief panel discussion was held where the audience was given the opportunity to clear their doubts and enhance their knowledge on the sector of Public Relations. The conclave concluded with a final statement from Amith Prabhu.