The Public Relations Society, Delhi (PRSD), under its flagship initiative “Samvad Series,” recently organized a thought-provoking webinar on the transformative role of Artificial Intelligence (AI) in public relations and corporate communications. The virtual session brought together a diverse audience of communication professionals from government, corporate, and academic sectors.
Moderated by veteran PR professional Mr. G.S. Bawa, the webinar featured two eminent speakers: AI consultant Mr. Rizwan Ahsan and communication strategist Mr. Irfan Rashid. The discussion explored the dynamic intersection of AI and communication, offering practical insights into how AI is revolutionizing the industry—from automating content creation to enhancing brand monitoring and crisis response strategies.
Mr. Rizwan Ahsan kickstarted the session with a detailed overview of AI’s technological journey, touching on neural networks, machine learning, and deep learning. He highlighted how AI tools are empowering communicators with real-time insights, personalized messaging, and data-driven decision-making. However, he stressed that AI should serve as an assistant rather than a replacement, especially in scenarios requiring empathy, cultural understanding, and human judgment.
Adding a hands-on perspective, Mr. Irfan Rashid shared practical examples of AI tools like ChatGPT and Microsoft Co-Pilot in action. Drawing from his professional experience at REC Limited, he demonstrated AI’s utility in headline generation, sentiment analysis, and handling reputational crises. Rashid underscored the importance of prompt engineering, responsible use, and ethical content validation. He also pointed out the current challenges in AI adoption within public sector units and advocated for broader institutional backing to harness AI’s full potential.
One of the most engaging aspects of the session was the discussion on AI’s impact on employment in the communication field. Both speakers emphasized that AI is not here to replace jobs but to automate mundane tasks, allowing professionals to concentrate on strategic thinking, creativity, and innovation. They highlighted the need for domain expertise and adaptability to use AI tools effectively, particularly in smaller teams and resource-constrained environments.
Shri Vipin Kharbanda, Vice Chairman of PRSD, concluded the session with a vote of thanks and announced upcoming plans to host hands-on AI workshops and monthly skill enhancement programs to address the evolving needs of communication professionals.
The webinar was widely appreciated for its relevance, ethical focus, and actionable takeaways. It reaffirmed PRSD’s commitment to preparing the PR community for an AI-powered future. As a professional body comprising experts from media, corporate communications, government, PSUs, and academia, the Public Relations Society Delhi continues to advance public relations as a vital function in organizational management through its consistent knowledge-sharing initiatives and leadership development platforms.
