New Delhi: Public Relation profession should be recognised for the crucial role it has played in the dissemination of information by making it part of the highest civilian awards, said Anuj Dayal, Principal Executive Director, Corporate Communications, Delhi Metro Rail Corporation (DMRC), on Wednesday. He was speaking at the Communication Conclave 2024, organised by Public Relations Society, Delhi, to explore Mahatma Gandhi’s use of communication in India’s freedom struggle on the occasion of Gandhi Jayanti.
“Public Relations holds a seat at the board level in many international companies, but in India, it remains just a step behind. The public relations fraternity here works in silence from behind the curtain without getting due recognition. The profession deserves the recognition it merits. Someone needs to initiate the change, someone needs to write about it, and someone needs to advocate for Public Relations to be recognised with the nation’s highest honors, such as the Padma awards.”
Addressing the Conclave, Dayal emphasised on the need for India to elevate the status of the public relations (PR) profession to match global standards, particularly that of the United States.
Speaking at the annual event, which coincided with Gandhi Jayanti, he drew a comparison between India and the US, where PR professionals hold significant influence, often advising even the President. “In America, the profession is regarded highly, and we have to take it to that level in India too,” Dayal remarked, noting the pivotal role PR plays in shaping public discourse.
In his keynote address, Dayal also touched upon the profound communication legacy of Mahatma Gandhi. He referred to Gandhi as a ‘master communicator,’ highlighting that Gandhi’s methods were primarily non-verbal yet deeply impactful. “His communication wasn’t much verbal, but that left a big impact,” Dayal noted, emphasising the power of non-verbal cues in fostering seamless communication. Gandhi’s unique approach, according to Dayal, demonstrated how non-verbal methods could be more potent and influential than words.
DMRC Corporate Communication Principal Executive Director also expressed criticism towards the award systems of the Public Relations Society of India (PRSI) and the Public Relations Council of India (PRCI), stating they distribute numerous awards, degrading the sanctity of the award.
He pointed out that these awards are often dominated by PR professionals from government or public sector institutions. To enhance the diversity and credibility of the awards, Dayal advocated for the inclusion of communication professionals from leading private sector companies. He emphasized that making an effort to involve these individuals would not only add value to the award system but also help address sponsorship and funding challenges, as these companies typically have larger budgets.
Dayal expressed his gratitude to PRSD Chairman Dr. Sarvesh Tiwari for hosting the conclave on Gandhi Jayanti, reflecting on Gandhi’s enduring influence as a communicator. “There’s much to learn from Mahatma Gandhi, especially in the realm of communication,” he said, underscoring the relevance of Gandhi’s principles in modern PR practices.
The event, organised in association with Comms Adda, brought together PR professionals and communication leaders from across India, underscoring the growing significance of the profession in the country’s socio-political landscape.
