New Delhi (04.08.2025): The Public Relations Society Delhi (PRSD), a leading professional organization for public relations practitioners, successfully hosted a webinar titled "Challenges of PR & Corporate Communication in the Digital Age." The virtual event brought together industry experts to discuss the evolving landscape of public relations and the strategies needed to navigate the complexities of the digital era.

The webinar featured two distinguished speakers: Nishant Verma, AGM, Corporate Affairs, Steel Authority of India, and K M Prashant, General Manager, Corporate Communication, NTPC. Throughout the discussion, the speakers highlighted several critical challenges, including the relentless 24/7 news cycle, the proliferation of misinformation and fake news, and the rising threat of deepfakes. Verma emphasised that deepfakes are the "new monster" for PR professionals, posing a more sophisticated crisis than traditional fake news.

Key takeaways shared during the session included:

• Embracing Authenticity: The importance of maintaining authenticity and building trust in a skeptical world.
• Evolving Skill Sets: The necessity for PR professionals to acquire new skills in data analytics and to understand the impact of AI and algorithms on communication strategies.
• Strategic Content Management: The need to tailor and repurpose content for various digital platforms to combat information overload and capture audience attention.
• Foundational Skills: A reminder that core skills such as good writing, reading, and listening remain indispensable for effective communication.
• AI as a Tool: A consensus that AI should be viewed as a powerful tool to enhance campaigns, not a replacement for human intelligence and socio-cultural understanding.