Effective Use of Public Relations Enables Impactful Communication; New Technologies Discussed at National Conference

New Delhi, April 2026 : The Maharashtra Introduction Centre in New Delhi, under the Directorate General of Information and Public Relations, organised the National Public Relations Conference 2026 on April 9 and 10. The first day of the conference featured four sessions focusing on emerging technologies in the field of public relations and their effective use.

During the opening day, BBC Output Editor (Indian Languages) Shashank Chavan highlighted the role of Artificial Intelligence (AI) in news creation, editing, and dissemination. He noted that the pace of journalism and public relations has increased manifold fold in recent years, and AI can significantly enhance efficiency and effectiveness. Emphasising audience engagement, he stressed the importance of using creative content to communicate messages more effectively. He also pointed out that with the rapid growth of digital media, verifying the authenticity of information has become a major challenge, increasing the responsibility of public relations professionals to prioritise fact-checking.

In the second session, representatives from Google India—Karanpal Singh Jhulkha, Dharmesh Mahamwal, and Vikas Yadav—discussed the theme “Digital Transformation of Governance Communication.” They highlighted the growing influence of digital platforms alongside traditional electronic media. With internet costs becoming significantly more affordable, its usage has expanded rapidly. The speakers explained how various Google platforms can be effectively used to disseminate government information to a wider audience.

Representatives from Meta, Ashish Pandey and Neha Mathur, shared insights on “Digital Transformation with Meta.” They encouraged the use of Meta’s platforms to amplify government messaging through high-quality and engaging creative content, enabling wider outreach and stronger public connect.

As part of the conference, representatives from Gujarat, Rajasthan, Punjab, Andhra Pradesh, and Karnataka presented their successful public relations models under the theme “Best Practices in India.” The session was chaired by Hemant Nimbalkar, Commissioner of the Karnataka Directorate of Public Relations. He urged states to adopt and adapt innovative communication strategies implemented by others to strengthen their own outreach efforts.

The conference underscored the growing importance of leveraging technology and creativity in public relations to ensure effective, transparent, and impactful communication with the public.