Evolution of Public Relations in India : Celebrating the creative field
Public relations in India (PR) as an occupation has been relevant since the times of Gautama Buddha and Shankaracharya. People practiced public relations through common individuals, as they could relate on a personal level. Even the rock inscriptions from Ashoka, the great emperor of Magadha, demonstrate the use of PR in those times. This should give you an idea that public relations is not a new field. If you’re a media student unsure about the scope of PR in the media, this blog will guide you through its rich history.
Ashoka’s Role in PR
If you think public relations has only gained prominence in recent years, you’re mistaken. PR as a career has been pertinent since the time of Ashoka. The emperor of Magadha used rock inscriptions to communicate with his subjects. Ashoka deliberately used local languages to relate to his people, demonstrating that PR is about creating a connection with your target audience. He even sent his own children to Sri Lanka to promote Buddhism, showing how public relations helped spread ideologies on a larger scale.
PR in the Indian Independence Movement
One of the factors contributing to India’s freedom was effective public relations. People began to resonate with Mahatma Gandhi’s speeches and followed his advice due to the passion and influence in his words. In PR, the language you use should be powerful enough to sway public opinion and project the image you desire. Similarly, leaders like Jawaharlal Nehru and Subhash Chandra Bose reached out to international media to gain support. Modern PR specialists can learn from this by leveraging global platforms to expand the reach of their campaigns.
Post-Independence Evolution of Public Relations
After India’s independence in 1947, the Ministry of Information and Broadcasting was established. This was a bold step considering the challenges of the time. Today, each Indian state has its own department of information and public strategy, further institutionalizing the role of PR in governance and communication.
Public Relations Consultants Association of India (PRCAI)
The Public Relations Consultants Association of India (PRCAI) is a trade association representing India’s public relations advisory sector. Founded in October 2001, PRCAI aims to grow, represent, and promote India’s PR consultancy industry on international platforms. It serves as the highest authority on official communications and public relations in the country.
The Current PR Landscape in India
India’s PR sector has grown substantially in recent years. The PRCAI conducts annual studies, and according to Reputation Today, the Indian PR industry grew by 13% in 2022-23, reaching ₹2100 crore. This growth is fueled by a strong economy and the increasing pace of globalization. However, PR professionals are now at a crossroads between tradition and innovation, navigating a complex media landscape that includes broadcast, print, and digital platforms. With a highly polarized media environment and strong regional influence, strategizing for PR in India requires a nuanced approach.
Conclusion
Public relations in India has evolved from ancient times to become a crucial aspect of communication and influence. From Ashoka’s inscriptions to Gandhi’s speeches and today’s rapidly expanding PR industry, the field has consistently played a pivotal role in shaping public opinion. As India’s media landscape continues to grow, PR professionals must adapt and innovate to remain effective in a fragmented and dynamic environment. The future of PR in India is bright, with immense potential for creativity and strategic communication.