PRCAI celebrates 20 years; PRologue launches new brand identity & more

India’s largest and most influential PR professional body, Public Relations Consultants Association of India (PRCAI) celebrated two decades of leadership at its first edition of PRCAI PRologue bringing together leaders from the communications industry under one roof to charter the future of the PR industry, taking it into a new era of Interverse of Communications 3.0.  

The public relations industry is witnessing a revolution where global trends like digitalization, globalization, technology disruptions and web 3.0 are intervening and re-defining the role of communicators. PRCAI PRologue captured the pulse of new trends such as Tech-ing It to the future verse, Weaving trends with zillenials and Re-powering ethics in communications through a day-long conference. PRCAI PRologue presented an extraordinary forum with diverse and exemplary list of guests and panelists  from renowned companies, including a keynote address by MG Motor India’s President & Managing Director, Rajeev Chaba, and Sairee Chahal, Founder, SHEROES. The speakers came from all across the country to contribute to compelling ideas and thoughts such as Pratik Gupta, Co-founder XP&DLand, Metaform and Zoo Media, Sanjay Kapoor, Editor Hardnews & General Secretary Editors Guild of India,  Rajiv Makhni, Managing Editor NDTV, Ankit Vengurlekar, Director & Editor-in-Chief at CoinSwitch Kuber, Prasenjit Bhattacharya, Founder Director Great Place To Work India, RJ, Khurafati Nitin, Shubhodip Pal, Co-founder & CEO Googly Media, PTE, Rajesh Lalwani, CEO, Scenario Consulting, Gaurav Choudhury, Cofounder & CEO Earshot Media, Nameet Potnis, CEO, Asset Money & Founder, Drumworks and Diana Marszalek, PRovoke Media.                                                                                       

Atul Sharma, President, PRCAI said, “PRCAI is constantly striving to create a more professional, ethical, and prosperous PR industry. In the past year through various initiatives, we have been able to bring the industry together, push our learning and development initiatives and also evangelise the profession across quarters, and the results are nothing short than remarkable. I am superb delighted with the focus and vision that the new team has brought alive.” 

The key themes discussed at PRologue:  

1. Tech-ing it to Futureverse: This decade is all about unification of Communications 3.0 with technology and the first PRCAI Prologue probes deeper into the question of how does communications interplays with technology? The discussion will encompass the way evolved web is becoming the newest reality and what it takes to survive, thrive and build a symbiotic communication relationship, defining new industry mandates & parameters. With the onset of Metaverse, NFTs and other integrated technologies, what is the direction commstech shall take?  

2. Weaving New Trends with Zillenials:  This decade is dedicated to content creators from diverse walks of life who are walking the talk and taking communications to an unprecedented era by pushing new boundaries. The second PRCAI Prologue discusses how content and new age curators will reign to be the biggest differentiator and how do they see their influence evolving in the future? The mystery to unbox is that how the Gen Z, Millennial creators are leveraging new age mediums to build large communities, create stickiness with their audiences and will these creators make content for the greater good?   

3. Re-Powering Ethics in Communications:  Probes the pertinent question that will ethics make a comeback in communications and how are we safeguarding the core principle that drives reputation? As we foray into a new world order that is more cognizant of social and behavioral change, a lot awaits in the world of Comms 3.0 and who will emerge a winner, when data, opinions, ethics are intertwining and doing their own power plays? 

Deeptie Sethi, CEO PRCAI said, “PRCAI as an entity is reinventing itself and driving relevance for our audiences and stakeholders who are both impacting and impacted by our highly skilled industry. The launch of PRCAI Prologue, new collaborations, research driven insights are a true reflection of our new brand identity that is will take its members, practitioner, academicians together to #influencingPRogress into the new era of Communications leadership.”   

The PRCAI New Brand Identity 

At the Prologue, PRCAI revealed its new youthful look-and-feel that signals the vision of PRCAI to build prosperity through adherence to professionalism and ethics. The new logo and the refreshed website www.prcai.org has been designed by 4AM Worldwide. The creative intent and choice of logo colours -  turquoise, sunset orange and white exuberates PRCAI’s ethos of leadership, trust, inclusivity and equality. The manifestation of the ‘C’ is the sphere of influence in communication & giving a voice for freedom of expression and forward momentum to the progressiveness nature of our industry. Focussed on the human aspect of the business and the inclusive and equal approach, the ‘i’ is suggestive of the innovative and pioneering mindset that guarantees prosperity. 

Upskilling And Celebrating Talent 

The PRCAI Prologue hosted a book lovers initiative to encourage barter of books and knowledge in association with Kunzum Books to harness the culture of reading in the communications industry. Reading is core to this profession and PRCAI recognises the need to motivate young professionals to develop a habit of constant reading indulgences. The program hosted a fireside chat on how to build well-read organizations.  

PRCAI’s PRologue also offered a stage to the 18 winners of India’s first Accreditation Programme in Indian Public Relations (AIPR) for public relations professionals. Those who qualified for the first-ever batch of AIPR, were officially felicitated with the prestigious AIPR pin. These young professionals will be the torchbearers of the industry as they strive to maintain strong professional and ethical standards, leading the industry.  

PRCAI PRologue precedes with the celebration of recognizing compelling work in our field and in association with Holmes Report will be bringing the 10^th edition of SABRE South Asian 2022 Awards, which are the world's largest PR awards program, recognizing superior achievement in branding and reputation in Asia Pacific.