Why the World Needs PR Professionals, Now More Than Ever?

In an age dominated by social media, instant news cycles, and AI-generated content, it is easier to change public perception in seconds. Today, a single tweet can spark global outrage, and a misinterpreted message can undo years of brand goodwill. In such an environment, the role of public relations (PR) professionals has become much more important and critical.

Yet, ironically, as we rely more on digital communication, the art and science of managing reputations—building trust, nuance, and empathy into messaging—is often overlooked or misunderstood. Today, anyone can share content online, but not everyone can build public perception, guide crisis communications, or create narratives that connect with individuals across various cultures and platforms. This is where we require talented PR experts.

Whether it's governments tackling misinformation, companies managing brand crises, or celebrities preserving their public image, PR is undoubtedly the key element influencing public perception. You can reflect on how Apple markets itself not merely as a technology firm, but as a lifestyle brand that embodies a spirit. Or how companies such as Amul and Zomato have transformed timely topical PR into an exemplary lesson in clever, strategic messaging.

Even the Tata Group’s empathetic response during the COVID-19 crisis, or the way New Zealand’s government handled pandemic communications, is proof that public trust—when built thoughtfully—can become a lasting competitive advantage.

"We’re living in an era where trust is currency," says Prof. Dhiraj Singh, Associate Dean and Director, School of Liberal Arts at MIT-WPU, Pune. "The future belongs to those who can build and sustain reputations with intelligence, empathy, and creativity. That’s the essence of great PR—and that’s what we’re cultivating through our Creative Communication programmes."

To meet this growing demand, MIT World Peace University, Pune (MIT-WPU) has launched two forward-thinking academic programmes: BA and MA in Creative Communication. These exclusive programmes are designed not just to train students in writing press releases or managing media relations. Instead, they offer a holistic and future-ready approach to PR—blending traditional principles with modern storytelling, strategic thinking, social listening, digital content creation, and crisis management.

Through hands-on formats like the Media Hackathon and the recently introduced Brandathon, students work on real-world PR challenges. They create campaigns, develop key messaging, handle mock crises, and build media strategies—all under the guidance of industry experts. Moreover, what sets these programmes apart is their focus on human-centred communication. As automation handles routine tasks, the ability to think critically, communicate authentically, and emotionally connect with audiences becomes the true differentiator.

With its foundation of peace-building and creating ethical leadership, MIT-WPU is committed to train a new generation of PR professionals who not only understand brand narratives but also appreciate the deeper significance of a good PR in shaping responsible societies. As Prof. Singh puts it, “We’re not just building PR professionals; we’re nurturing storytellers, strategists, and reputation custodians who can make sense of a noisy world—and bring clarity, creativity, and credibility to it.”

In a time when brands, institutions, and even nations are defined by the stories told about them, Public Relations is not just a profession—it is a public service. And those trained in the art and science of PR will be among the most powerful communicators of tomorrow.

About the Author:

 

 

 

Professor Dhiraj Singh, Associate Dean & Director, School of Liberal Arts.

 

 

 

 

 

Note: The views expressed in this article are solely the author’s own and do not reflect/represent those of Shiksha