New Delhi: Bharati Vidyapeeth’s Institute of Computer Applications and Management (BVICAM), New Delhi, and the Public Relations Society of India (PRSI), New Delhi Chapter, signed a Memorandum of Understanding (MoU) during a special session on “Changing Landscape of PR: From Traditional to Digital” held at BVICAM on Saturday.
The MoU marks an important step towards strengthening industry–academia collaboration in the fields of public relations, strategic communication, media and digital communication. The partnership is aimed at creating greater opportunities for students to gain professional exposure, practical knowledge and industry-oriented skills.
The MoU was signed in the presence of Dr. Ajit Pathak, National President, PRSI, Prof. Charu Lata Singh, Chairperson, Delhi Chapter, PRSI, Dr. Archana Kumari, Associate Professor, Centre for Media Studies, Jawaharlal Nehru University (JNU), and Prof. M. N. Hoda, Director, BVICAM.
Speaking on the occasion, Prof. M. N. Hoda, Director, BVICAM, emphasised the importance of connecting classroom learning with professional practices. He highlighted the significance of collaborations with professional bodies in providing students with industry exposure and helping them understand the changing requirements of the communication sector.
Dr. Ajit Pathak, National President, PRSI, spoke about the evolving role of public relations in the digital era and the importance of developing skilled, adaptable and ethically responsible communication professionals. He encouraged students to continuously upgrade their knowledge and understand the changing media and communication environment.
Prof. Charu Lata Singh, Chairperson, Delhi Chapter, PRSI, highlighted the transformation of public relations from traditional media relations to a wider ecosystem involving digital platforms, strategic communication, reputation management, content creation and audience engagement. She emphasised that despite technological changes, credibility, creativity and responsible communication remain central to the profession.
Dr. Archana Kumari discussed the growing role of Artificial Intelligence in public relations, highlighting its applications in media monitoring, sentiment analysis, content creation and audience engagement. She also drew attention to emerging concerns including misinformation, deepfakes, AI-generated content, data privacy and the need for accuracy and transparency.
An important highlight of the programme was the recognition and felicitation of students for their achievements and participation in various academic and professional development initiatives. Internship students were presented with certificates and dummy cheques, recognising their successful participation in the internship programme.
Certificates were also distributed to students who successfully completed various Value-Added Workshops and skill-development programmes conducted by BVICAM. More than 100 certificates were presented to students during the ceremony, acknowledging their participation and learning beyond the regular curriculum.
The award and certificate distribution ceremony provided an opportunity to recognise students for their efforts in developing practical skills and engaging in activities related to media, communication, creativity and professional development.
The special session also included an interactive engagement with students, allowing them to discuss the changing nature of public relations, the impact of digital technologies and the opportunities and challenges emerging from the use of AI in communication.
The signing of the MoU between BVICAM and PRSI and the felicitation of students together made the programme a significant platform for strengthening professional engagement, recognising student achievements and promoting industry-oriented learning.
The event concluded with an emphasis on the importance of continuous learning, professional exposure, ethical communication and digital skills in preparing students for the rapidly evolving media and public relations landscape.
