Jaipur’s well-known and senior public relations professional, Jagdeep Singh, delivered an address to the final year undergraduate students of the Department of Journalism and Mass Communication at Manipal University Jaipur (MUJ) recently. He spoke on the opportunities and challenges of PR. Singh told them that with social and digital media having arrived on the scene in a big way, the scope of PR has become very vast. A good PR professional today, he said, not only needs to know the traditional PR tools but also be adept in the new tools and techniques. However, at the same time, he cautioned that one cannot do away with traditional PR tools too like press releases, press conferences, one-on-one interviews, etc. The session was organised by the Department of Journalism and Mass Communication, Manipal University Jaipur in association with the Directorate of Placements.

In an interactive session, Singh informed them that strategizing in PR is very important. One cannot just make a news item and send it to the newspapers. It has to be newsworthy. It should be right-sized and the press release should be crisp and well-drafted.

Singh also emphasised that the scope is vast for a PR professional since everyone today needs an image maker. Be it the business corporations, Government Departments, politicians, celebrities, etc. A new trend observed is that increasingly more and more State Governments are taking assistance from private PR companies for their PR activities and image-making initiatives.

Apart from the students, the faculty members of the Department , Dr Swikrita Dowerah (Internship and Placement Coordinator) and senior faculty members, Dr Rayaz Hassan, Dr Rahul Kodali and Dr Amit Sharma were also present.

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