April 21 : A red-letter day in the history of Indian public relations

Maibam Romiyo *

April 21 holds great significance in the annals of Indian Public Relations. It was on this day in 1986 that Dr CV Narasimha Reddi, a doyen of Indian PR, called for the observance of National Public Relations Day to rededicate practitioners to the cause of public relations and organizational excellence.

The choice of the date commemorates the First All India Public Relations Conference held in Delhi on April 21, 1968—a landmark moment aimed at strengthening the professional foundation of PR in India. Since then, April 21 has been celebrated annually to promote professional development, ethics, and innovation in public relations.

A Brief History of Public Relations in India

Globally, public relations as a discipline dates back over a century, but in India, it began gaining traction only in the 1950s. In 1958, a group of PR practitioners led by Kali H Mody, widely regarded as the father of professional PR in India, established the Public Relations Society of India (PRSI) in Bombay.

The society was officially registered under the Indian Societies Act in 1961, thanks to the efforts of Farruk S Mulla. Mody later became the first President of PRSI in 1966.

Simultaneously, another key milestone was the founding of the Public Relations Circle in Calcutta in 1965—the first such association in Eastern India. The historic 1968 All India PR Conference in Mumbai saw this regional body merge with PRSI, leading to the adoption of the International Code of Ethics (Code of Athens) on April 21, 1968.

The reach of PRSI expanded rapidly under visionary leaders who established regional chapters across major cities like Delhi, Madras, and Calcutta. A major milestone came in 1982 when Bombay hosted the 9th Public Relations World Congress with the support of the International Public Relations Association (IPRA). At the time, PRSI was led by KS Neelakandan, Director of PR at Pfizer Ltd., who served as the Executive Chairman of the Congress.

The Role of Public Relations in Modern Society

Initially, PR in India was limited to media relations, often handled by journalists-turned-communicators. However, it has evolved into a strategic communication function integral to brand management, stake-holder engagement, and public accountability. Public Relations is essentially the art and science of managing communication be- tween an organization and its various publics—employees, investors, partners, and the wider community.

Modern PR ensures two-way communication, facilitating not just the dissemination of organizational messages but also gathering public feedback through reviews, opinions, and engagement. It plays a pivotal role in shaping brand image, handling crises, and fostering trust through transparency.

A notable and complex aspect of PR is managing spin—tactfully navigating negative situations to protect and even enhance organizational reputation. Spin, when handled ethically, can turn challenges into opportunities for positive exposure and reinforce- ment of brand values.

COVID-19: A Case Study in Crisis Communication
(From the Frontlines: A PR Practitioner’s Experience in a Hospital)

The COVID-19 pandemic was not just a global health emergency—it was a communication crisis of unprecedented scale. For public relations professionals, particularly those working in healthcare settings, it was a defining moment that tested their resilience, adaptability, and above all, their commitment to empathy and truth.

As a PR practitioner in a hospital during the early days of the pandemic, the experience was both intense and eye-opening. The first confirmed case in India was reported in Kerala on January 30, 2020, and soon after, the virus reached every corner of the country, including Manipur, where the first case was recorded on March 24, 2020. Fear, confusion, and misinformation spread faster than the virus itself.

In the hospital, the role of PR shifted overnight from routine media coordination to crisis command. The first and most critical task was managing misinformation. Rumors about the virus’s origins, its symptoms, prevention, and even cures flooded social media and local communities.

Many people avoided hospitals altogether out of fear. As a communicator, I had to work around the clock to provide accurate, verified information to the public through different communications channels.

The next challenge was balancing transparency and sensitivity. Families of patients demanded updates, the media wanted statements, and the public craved assurance. At the same time, healthcare workers were overwhelmed; wearing PPE kits in peak temperature and morale was low.

I had to ensure that communication was truthful yet calming, honest but never alarming. Every word had to be measured, every statement carefully crafted to instill trust and hope, not panic.

One of the most emotionally challenging aspects was communicating patient conditions and fatalities to families who weren’t allowed inside COVID wards. Explaining protocols to grieving relatives who could not perform last rites as per tradition was heartbreaking.

In such moments, empathy wasn’t just part of the job—it was everything. We offered video calls with patients, updates from doctors, and support lines where family members could speak with experts and counselors.

Internally, I also had to serve as a bridge between hospital management, doctors, and the frontline staff. Ensuring everyone—from nurses to security guards—received timely updates about protocols, shifting responsibilities, or new safety guidelines required constant coordination.

As the crisis evolved, so did our strategies. We began positive storytelling—sharing recoveries, celebrating frontline heroes, highlighting community donations—to build morale and counter the constant stream of grim news. Public Relations became not just a communication function, but a pillar of emotional support for the hospital ecosystem.

In hindsight, the COVID-19 pandemic was a live demonstration of how crisis communication is both an art and a responsibility. It taught us that in times of fear, people do not just need information—they need empathy, clarity, and re- assurance. As PR practitioners, especially in healthcare, we learned to listen more, speak wisely, and above all, communicate with compassion and courage.

Responsible Use of Artificial Intelligence—the Role of Public Relations

This year, National Public Relations Day is being observed under the theme: “Responsible Use of Artificial Intelligence: The Role of Public Relations.”

Artificial Intelligence (AI) is transforming how we live, work, and communicate. From automating content to analyzing sentiment and predicting public behavior, AI holds immense potential. Yet, its increasing integration raises ethical concerns—data privacy, algorithmic bias, misinformation, and job displacement among them.

This is where Public Relations have a vital role to play. PR professionals can act as ethical gatekeepers, mediating between technology developers, businesses, and the public. Professionals must ensure that AI is used transparently, responsibly, and with accountability and its role involves crafting narratives that demystify AI, promote digital literacy, and reassure stakeholders that AI serves—not supplants—human values.

Furthermore, PR can help organizations establish internal ethical AI frameworks, influence policy, and advocate for inclusivity and fairness in AI use. PR professionals must also evolve with the technology—learning how to use AI tools like Chatbots and automated content generators ethically, while maintaining transparency about what content is AI-generated.

Conclusion

Responsible use of Artificial Intelligence is not just a technological imperative—it is a profound human obligation. At its core, the role of Public Relations is to build bridges between people, organizations, and society through meaningful and empathetic communication. As we step into a future increasingly shaped by algorithms and automation, empathy remains the most essential trait that machines cannot replicate—but PR professionals can amplify.

Public Relations is uniquely positioned to humanize technology. AI may analyze patterns and predict behavior, but it cannot understand emotions, cultural nuances, or moral values the way human beings can. This is where empathy becomes a powerful tool.

PR practitioners, grounded in human experiences, must ensure that technology serves people, not just profits or processes. They must ensure that AI systems are inclusive, respectful, and fair—especially to marginalized voices that risk being left out of data-driven decisions.

In moments of crisis, such as the COVID-19 pandemic, PR professionals demonstrated the value of empathetic communication—listening to fears, clarifying doubts, and reassuring communities. The same empathetic leadership is now required to guide conversations around AI.

Whether addressing concerns about data misuse, explaining the role of automation in job displacement, or clarifying AI-generated content, empathy ensures that communication remains people-centric.

As we observe National Public Relations Day on the theme “Responsible Use of Artificial Intelligence: The Role of Public Relations,” we must reaffirm that empathy is the compass that must guide every interaction—between technology and people, between organizations and their stakeholders. AI may be fast, but empathy is what makes communication last.

Public Relations, therefore, is not just about managing information—it is about protecting human dignity, advocating ethical practices, and creating a future where technological advancement coexists with emotional intelligence and compassion. Let this be the legacy we carry forward—a legacy that balances innovation with integrity, and automation with understanding.