National PR Day: A personal reflection on the evolution of PR in India

More Than Just a Date

April 21 is marked as National Public Relations Day in India by the Public Relations Society of India. For many in the profession, it’s not just another calendar event. It’s more a moment to pause and think about how far the industry has come—and also where it is headed.

PRSI, since its inception in 1958, has played a steady role in giving direction to the profession. The first All India Public Relations Conference in 1968, held in New Delhi, led to the adoption of a Code of Ethics. That still holds relevance even today. By 1986, April 21 was formally recognised as National PR Day.

When PR Was Still Finding Its Feet

If I look back at the early years—particularly the 1980s—PR in India was still trying to define itself. It didn’t really have the structure or even the recognition it enjoys today.

In many organisations, PR was seen as an add-on. Often overshadowed by advertising. It was usually treated as part of 360-degree communication, not really as a function on its own.

There was also a lack of clarity about what PR could actually do. Was it just about getting media coverage? Was it publicity? Or was it something more? These questions didn’t always have clear answers at that time.

A Moment That Stayed With Me

One of my early exposures to the world of PR was at the World PR Congress in Mumbai. It turned out to be more influential than I had expected.

Listening to Sam Black—often referred to as the father of modern PR—was an eye-opener.

What stayed with me was his emphasis on credibility and long-term thinking. At a time when the industry here was still evolving, that kind of thinking helped. It brought some direction.

It made me realise that PR wasn’t just about visibility. It was really about trust.

Around the same time, Ogilvy & Mather launched a separate PR wing. That also showed where things were beginning to move.

The Shift After Liberalization

Things began to change in the 1990s. Economic liberalization brought in competition, and suddenly brands had more at stake.

It wasn’t enough to just advertise anymore. There was a need to build credibility. To build reputation.

This is where PR started coming into its own. Companies began to see value in managing perception, engaging stakeholders, and handling communication more strategically.

PR was no longer just about media relations. It slowly started becoming part of business thinking and was strategically driven.

The Digital Disruption

Then came the digital wave, and with it, a complete shift in how communication worked. Social media, in particular, changed the pace of everything.

The old model—sending out press releases and waiting—no longer worked the same way.

Conversations became two-way. Audiences were no longer passive.

And then influencers came in. That added another layer to PR.

There is still some debate about where PR ends and influencer marketing begins. But in practice, the two now often go together. Most brands don’t really separate them anymore.

What PR Looks Like Today

Today, PR is not a single function. It’s a mix of many things working together.

It includes corporate communication, crisis management, public affairs, digital storytelling, and even thought leadership.

PR teams now work closely with marketing, brand, and leadership teams. The lines are not as rigid as they used to be.

Another noticeable change is the use of data and technology. Decisions are no longer based only on instinct and intuition. Analytics, insights, and even AI tools are helping professionals understand audiences better and measure outcomes more clearly.

The Pressure to Stay Credible

At the same time, expectations from PR have increased.

With information moving so quickly, there is very little room for error.

Credibility, which has always been central to PR, has become even more critical now. Audiences are quick to question and verify.

This makes honesty and transparency non-negotiable.

There is also the constant challenge of balancing speed with accuracy. And that’s not always easy.

Looking Back, Looking Ahead

When I think about the journey of PR in India—from the 1970s to now—it has been quite a transformation.

What started as a relatively unclear function has grown into something that sits at the heart of brand and corporate strategy.

This didn’t happen overnight. It took years. And it took people who believed in the value of PR and stayed with it.

Going forward, the industry will continue to evolve. Technology will keep changing how we communicate. New platforms will keep coming.

But some things are unlikely to change. Trust. Relationships. Clear communication.

For the Next Generation

For young professionals considering a career in PR, this is actually a very interesting time to enter the field.

There is far more scope today than there was earlier.

At the same time, the basics still matter. Understanding people. Communicating clearly. Staying grounded in ethics.

National PR Day, in that sense, is not just about looking back at milestones. It is also about reminding ourselves what the profession stands for—and making sure we carry that forward.