National PR Day Conclave 2026 Explores Digital PR in the Age of AI, Virality, Reputation and Crisis Management
Kolkata : The Heritage Academy, in collaboration with Candid by Paromita, organized the National PR Day Conclave 2026 on the theme “Digital PR in the Age of AI & Virality: Managing Reputation & Crisis.” The conclave brought together eminent professionals from media, healthcare, corporate communications, advertising, filmmaking, radio, and academia to deliberate on the evolving contours of public relations in an AI-driven, hyperconnected world.
The conclave underscored a defining reality: digital media is no longer an option, but the dominant communications ecosystem, and PR professionals must adapt through agility, technology, creativity and audience intelligence.
Offering a compelling perspective on the evolving communication landscape, Dr. Kunal Sarkar, Director & Cardiac Surgeon, Manipal Hospitals, remarked that in today’s world, water, oxygen and data have emerged as equally critical resources. Reflecting on the changing contours of India’s digital ecosystem, he questioned conventional notions of rural habitation, observing that increasing digital penetration is steadily blurring the urban-rural divide. Referring to the fact that nearly 60 percent of internet users access the internet through Android phones, he highlighted how this shift is influencing the way communication is being experienced and engaged with.
Dr. Sarkar further remarked that healthcare spends minimally on print media as the print media is undergoing a profound transformation in the age of digital communication, reiterating that content remains king, but must be crafted with respect for audiences. He also said that technology is in a state of transition, and it requires communicators to navigate seamlessly across social media platforms. Looking ahead, he stressed the growing application of AI, the importance of versatile voice models, and the need to invest in multilingual models to reflect India’s communication diversity.
Dr. Rupak Barua, MD & CEO, Woodlands Hospitals addressed the growing challenge of the crisis in the smartphone era, where information spreads instantly and audiences are often drawn disproportionately to negative news. He emphasized that organizations have little choice but to engage effectively through digital media. He also stressed the need for robust SOPs (Standard Operating Procedures) and clearly designated SPOCs (Single Points of Contact) to manage crisis communication with speed, consistency and credibility.
Mr. Sumit Das Gupta, Founder, ALLCAP Communications spoke about the rise of content creators and the shrinking attention economy, where 30-second reels and short-form storytelling are shaping narratives across multiple platforms. He highlighted the need for PR professionals to understand platform-specific content behaviour and adapt storytelling accordingly.
Mr. K. Sunil Kumar, General Manager- Corporate & PR, JIS Group, emphasized on the strategic role of SWOT analysis in understanding an organization’s strengths, weaknesses, opportunities and threats, positioning it as a critical framework for reputation management and communication planning.
Ms. Sumona Chatterjee, Deputy Vice President- Communications, Bandhan Bank highlighted the emerging role of the content strategist as a PR professional, arguing that modern public relations is increasingly driven by strategic content design, audience mapping and narrative architecture.
Ms. Smita Roy Chowdhury, Editor- T2, reinforced that while AI is transforming workflows, it must complement talent, not replace it, emphasizing that human creativity, judgment and editorial instinct remain irreplaceable.
Mr. Samrat Mukherjee, Vice president, Madison World, explored the significance of prompt engineering as a vital emerging skill for communication professionals, while also underlining that virality depends on consumer experience, not merely algorithmic amplification. He further noted that AI can create from existing patterns, but cannot originate something truly new in the way human imagination can.
Offering insights from the broadcast industry, Mr. Jimmy Tangree, Station Head, 91.9 Friends FM, discussed how AI is being used to generate scripts for radio, while emphasizing the importance of human inputs and creative intervention in shaping compelling radio promotions.
Filmmaker Mr. Dhrubo Banerjee added a creative dimension to the discussion, echoing concerns around originality and emphasizing that while AI can aid production, authentic storytelling remains a profoundly human endeavor.
The conclave concluded with a shared consensus that the future of public relations lies at the intersection of technology, trust, creativity, crisis preparedness and consumer-centric storytelling. As AI reshapes communication practices, the role of the PR professional is evolving—not diminishing—requiring deeper strategic thinking, ethical judgment and adaptability.
Mr. Pradip Agarwal, CEO, Heritage Group of Institutions said, “The National PR Day Conclave 2026 served as a significant platform for dialogue on how communication professionals can harness AI and digital ecosystems while preserving the human intelligence that drives meaningful reputation building.”
“Public relations today is no longer confined to message dissemination; it is about shaping credible narratives in a digital-first, AI-enabled ecosystem. Platforms may evolve, but trust, authenticity and strategic storytelling remain at the core of meaningful communication.” said Ms. Paromita Ghosh, Founder Director, Candid by Paromita.
“As communication continues to evolve in the age of AI and digital disruption, it is important for future media professionals to combine technological adaptability with critical thinking, ethical responsibility and creative storytelling. Platforms may change, but the fundamentals of meaningful communication remain rooted in credibility and human insight.”said Dr. Madhupa Bakshi, Dean, Department of Media Science, The Heritage Academy.
The programme was also attended by Prof. Gour banerjee, principal, The Heritage Academy, Prof. Basab Chaudhuri, Principal, Heritage Institute of Technology, Kolkata and other senior officials and members of Heritage Group of Institutions, Kolkata.
