Ethical PR vital in digital age: PRSI

Ethical, transparent and strategic communication is essential to preserving public trust in an era of misinformation and artificial intelligence, speakers observed at the World Public Relations Day 2026 celebrations organised by the Hyderabad Chapter of the Public Relations Society of India (PRSI) at the Federation of Telangana Chambers of Commerce and Industry (FTCCI) on Thursday.

Speaking on this year’s global theme, “The Golden Age of Strategic Public Relations,” PRSI Hyderabad Chairman Kambhampati Yadagiri said strategic public relations is about strengthening credibility, trust and stakeholder relationships in an increasingly interconnected world. He said the chapter has been working to promote greater awareness of the profession and its contribution to governance, business and society.

Delivering the keynote address, former Telangana Special Chief Secretary Ajay Mishra (Retd.) said public relations professionals must uphold ethical and responsible communication to counter the growing challenges posed by fake news, misinformation and deepfakes. He stressed that effective communication and public speaking remain indispensable professional skills.

Presiding over the programme, Public Relations Voice Editor Y. Babji said public relations is a multidisciplinary profession founded on transparency, accountability and trust. Noting that World Public Relations Day coincides with the birth anniversary of Ivy Ledbetter Lee, regarded as the father of modern public relations, he underscored the distinction between ethical public relations and propaganda.

Guest of Honour Nawab Raunaq Yar Khan appreciated the initiatives of the PRSI Hyderabad Chapter. Chapter Secretary Rajesh Kalyana proposed the vote of thanks and acknowledged the support of the National Mineral Development Corporation (NMDC) and the Telangana Offset Printers Association.