Strategic Communication and AI to Give New Dimension to Public Relations

Strategic Communication and AI to Give New Dimension to Public Relations. Two-day state-level skill enhancement workshop organized for officers of the Public Relations Department. Public Relations Officers will be able to discharge their responsibilities more effectively with modern techniques and tools – Mr. Pankaj Jha. Raipur, January 13, 2026. In the changing media landscape, effective, credible, and timely communication is the biggest challenge for public relations today. From this perspective, on the second day of the state-level skill enhancement workshop organized for the officers of the Public Relations Department, extensive and in-depth brainstorming was conducted on strategic communication, administrative roles, and the practical use of Artificial Intelligence (AI). During the workshop, officers resolved their queries and doubts through Q&A sessions with the visiting experts. Officers posted in all district offices of the Public Relations Department and the Directorate participated in the workshop. Addressing the concluding session, Mr. Pankaj Jha, Media Advisor to Chief Minister Mr. Vishnu Deo Sai, emphasized that PR officers should establish strong relationships with the media. Describing the workshop as extremely useful and timely, he expressed hope that this practical training would enhance the professional efficiency of all officers, enabling them to perform their duties more effectively using modern techniques and tools. He suggested regular training to boost the department’s efficiency. On the second day, in the first session, Mr. Subhash Mishra, Editor of ‘Aaj Ki Jandhara’ and retired Additional Director of the PR Department, discussed emerging trends in public relations using the RACE formula (Research, Action, Communication, Evaluation). He explained that effective PR is not just about disseminating information, but a process of research-based planning, well-thought-out implementation, clear communication, and continuous evaluation. In the second session, Mr. Shashank Sharma, Editor of ‘Samachar Pachisa’ and President of Chhattisgarh Sahitya Parishad, discussed ‘Challenges of Public Relations’ including changing media styles, the role of digital platforms, fake news, and the need for quick, factual responses. In the third session, retired IAS officer and author Mr. Sushil Trivedi provided guidance on the qualities of PR officers and their administrative roles, stating they are the link of trust between the government and the public. In the final session, senior journalist Mr. Joseph John detailed the potential of AI in PR work. He discussed prompt engineering techniques, various prompt types from zero-shot to chain-of-thought, context engineering, identifying AI hallucinations, and the ‘Human-in-the-Loop’ necessity. He provided practical training on AI tools for research, content repurposing, fact-checking, and making daily PR tasks simpler and faster. Additional Directors Mr. Jawaharlal Dariyo, Mr. Umesh Mishra, Mr. Sanjeev Tiwari, Mr. Alok Dev, Mrs. Harsha Puranik, and Mr. Santosh Maurya, along with other officials, were present.