'Change is the Biggest Challenge for PR', says Education Minister.Hon'ble Education Minister Punjab, Shri Sewa Singh Sekhwan, was the chief guest at the inaugural function of 5th Global PR Conclave along with renowned journalist and author, Mr. Raj Chengappa, Editor-in-Chief of The Tribune Group, as Guest of Honour and keynote speaker.
The PR people are not only the catalyst of change but must work to manage change and make people adapt to the new realities, he added. He referred to the long history of PR practice while quoting from Indian scriptures and history much before the 20th century management professionals adopted it as an essential management function. He emphasised the need for constant training and education in the field and asked PRCI to work with the government of Punjab to upgrade the skills and knowledge of its own public relations department.
Mr. Raj Chengappa, in his keynote address, pointed out the dire need for the new recruits in the PR field to learn the fundamentals of media operations, the nuances of ethical practice and raising the standards of their practice to save its diminishing image.Referring to the corporate practices and the 'spin doctoring' by so-called public relations practitioners, he minced no words to suggest that ethical practices must form the key to professional practice of public relations.
Shri Sekhwan gave away the Chanakya Awards and inducted several noted PR practitioners into PRCI Hall of Fame.
On this occasion, PRCI's research journal and newsletter 'Chanakaya' were also released.
