Panaji: To build stronger connections and ensure faster reach, messages should be drafted wisely to counter misinformation and create a positive impact, said Shripad Naik, minister of state for new and renewable energy, at the 9th Global Communication Conclave on Friday.Speaking on the theme, ‘Power of PR: Emerging Waves of Communication’, he said communication is not just about information, but also about building trust, shaping narratives, and influencing action. He pointed to the changing modes of communication and the urgency to adapt to them. “With great power comes great responsibility… the responsibility to communicate the truth with transparency and ethics,” said Naik.Discussing people’s reduced attention spans and digital media becoming a dominant platform, P V Ravi, chairperson of Park College of Technology, said that the field of public relations is in need of a drastic change. “The role of public relations is often reduced to press releases and clippings. Now the picture has changed completely. Public relations or corporate communications are the heart of decision making,” said Ravi.He said PR is not just a supporting act anymore; it is taking centre stage. He also added that with AI, harnessing the influencer surge and creator economy, and by addressing the short attention span, PR has the ability to work strongly on creatively engaging people, without distracting them from the real facts.
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