From Crisis to Credibility: National PR Day Conclave 2026 Highlights the New Age of Digital PR

Kolkata, 20 April, 2026: Candid by Paromita, Eastern India’s premiere PR events and digital communications firm in association with the Department of Media Science, The Heritage Academy, Kolkata, celebrated National PR Day with a media conclave that brought together leading voices from corporate communications, media, healthcare, and marketing to discuss the evolving landscape of digital communication, artificial intelligence, and real-time reputation management. The conclave featured two engaging panel discussions titled “Digital PR in the Age of AI & Virality: Managing Reputation & Crisis” and “Digital PR in the Age of AI & Virality: Shaping Narratives & Newsworthiness,” where industry experts deliberated on how Artificial Intelligence is reshaping Public Relations in an era driven by virality, digital influence, and evolving communication dynamics.

National PR Day is observed annually in India on April 21 to highlight the indispensable role of communication in bridging the gap between organizations and the public. The concept focuses on elevating public relations as a professional management function that prioritizes transparency, ethics, and mutual understanding. This specific date commemorates the first All India Public Relations Conference held in 1968, where the industry officially adopted its professional Code of Ethics. Celebrated since 1986, the day serves as a platform for practitioners to refocus on their responsibility as strategic storytellers and reputation builders. Ultimately, it honors the “invisible architects” of public opinion who help maintain a healthy, informed dialogue within society.

The first panel, Digital PR in the Age of AI & Virality: Managing Reputation & Crisis, explored how brands had been navigating real-time crises and protecting credibility in an increasingly automated and fast-moving digital world. The discussion featured Rupak Barua, MD & CEO, Woodlands Hospital; Dr. Kunal Sarkar, Director & Senior Consultant Cardiac Surgeon, Manipal Hospitals; Sumona Chatterjee, Deputy Vice President, Corporate Communications, Bandhan Bank and K Sunil Kumar, General Manager, Corporate Communications & PR, JIS Group , where panelists highlighted how AI-driven monitoring tools, predictive analytics, and proactive communication strategies had been transforming crisis management, while also emphasizing that although technology had accelerated communication, authenticity and human judgment had remained central to building long-term trust.

The second panel, Digital PR in the Age of AI & Virality: Shaping Narratives & Newsworthiness, focused on the changing nature of storytelling and media consumption in a digital-first world and featured filmmaker Dhrubo Banerjee; Jimmy Tangree, Station Head, 91.9 Friends FM; Samrat Mukherjee, Vice President, Madison World; and Abhijian Nandy, Senior Vice President, Dentsu India, where speakers discussed how Artificial Intelligence had influenced editorial workflows, content discovery, and audience engagement, while also raising concerns around misinformation and emphasizing the importance of responsible storytelling.

Madhupa Bakshi, Dean, Media Science, The Heritage Academy, emphasized the importance of evolving communication practices in the digital age, stating, “As Artificial Intelligence continues to reshape communication, it has become essential for aspiring media professionals to understand the dynamics of digital PR, reputation management, and ethical storytelling. Platforms like the National PR Day Conclave create valuable opportunities for students to engage with industry leaders and gain insights into the future of Public Relations.”

Ms. Paromita Ghosh, Founder Director, Candid by Paromita, highlighted the vision behind the initiative, adding, “The National PR Day Conclave 2026 was designed to bring together diverse industry voices to discuss the growing impact of AI and virality on communication. Through meaningful conversations and knowledge-sharing, we aimed to equip both professionals and students with the tools required to navigate the rapidly evolving Public Relations landscape.”

The National PR Day Conclave 2026 concluded on a powerful and forward-looking note, reinforcing that while Artificial Intelligence and virality had transformed the speed and scale of communication, the essence of Public Relations had remained rooted in credibility, authenticity, and strategic storytelling. The discussions underscored that in an increasingly digital and AI-driven ecosystem, professionals must balance technology with human insight, ensuring responsible narratives, ethical communication, and meaningful engagement that shape public perception and build lasting trust.