‘The future of PR demands blend of education & skill devpt’

The evolution of public relations (PR) in an increasingly digital and complex world demands a critical evaluation of education and skill development. This issue took centre stage at the recent exchange4media PR and Corporate Communication Dialogue, where thought leaders from academia and industry debated whether current education standards are sufficient, or if a radical overhaul is needed to better prepare professionals for the demands of the PR world.

Opening the debate, Dr. Kulveen Trehan, Associate Professor at USMC, GGSIPU, who supported the motion, stressed the need for PR education to evolve. “The current academic frameworks are outdated and are not serving the dynamic needs of the PR industry," she said. According to her, the rigid curriculum offered in many universities lacks the agility to adapt to the rapid technological changes and real-time crises that PR professionals are expected to handle today. "We are training students for the industry of the past, not the present or the future," she added, pointing out the growing disconnect between what is taught in classrooms and the skills needed in the field.

Paroma Roy Chowdhury, Advisor in Outreach and Crisis at Ashoka University,  echoed these sentiments, calling for a more practical, hands-on approach to PR education. “We need professionals who can not only theorize but also act on their feet when a crisis hits,” said Chowdhury. She explained that while traditional education provides a foundation, it’s not enough to navigate today’s media landscape, which is marked by 24/7 news cycles and digital disruption. “The skill sets we require now extend beyond just writing press releases or managing media relations; it’s about handling crises in real-time, managing reputation online, and understanding how to integrate new media formats effectively,” she emphasized.

Dr. Dhruba Jyoti Pati, Professor of Media and Entertainment Studies and former Dean & Director at India Today Media Institute,  another supporter of the motion, took a similar stance, advocating for curricula that are more reflective of the real-world challenges faced by PR professionals. “We need to see education that mirrors the industry’s pace—where case studies and crisis management simulations replace theoretical discourse,” he said. Pati, who has extensive experience in both academia and media, argued that PR graduates often enter the workforce ill-equipped to manage real-world scenarios. “The disconnect is glaring, and it's time we move toward a model that emphasizes skill-building, adaptability, and industry relevance,” he added.

On the opposing side, Dr. Surbhi Dhaiya, Professor and Course Director at IIMC, argued that the value of formal education should not be undermined. "A strong educational foundation is what instills the ethical principles and critical thinking skills that are integral to PR,” she said. Dhaiya emphasized that while skill development is crucial, a solid academic background ensures that professionals are not just tactically proficient but are also able to strategically navigate the complexities of communication. “Skills can be taught and acquired, but it is education that molds thinking and cultivates a deeper understanding of the socio-political and economic contexts within which PR operates,” she noted.

Dr. Samir Kapur, Director at Adfactors PR, supported Dhaiya’s stance, noting that the problem isn’t with education itself, but with how it's being perceived and delivered. “We need to evolve our educational systems, not overhaul them,” said Kapur. He argued that while the industry is leaning more toward skill-based training, foundational education remains indispensable. “Without a solid base of knowledge, PR professionals may excel in the short term but lack the depth required for sustainable, long-term success,” he explained. Kapur called for a balanced approach that integrates traditional academic learning with modern skill development practices.

Ashok Acharya, Professor of Political Science at the University of Delhi, another strong opponent of the motion, pointed out that education has already evolved to some extent, and what is required now is a continuous process of updating and refining the curriculum rather than a complete overhaul. "PR education is not stagnant. It has been adapting to changes, but what we need is incremental adjustments rather than radical reforms," said Acharya. He believes that the focus should be on enhancing the quality of education by incorporating more case studies, crisis simulations, and digital media modules, rather than dismissing the existing system entirely.

The session was moderated by Ravisha Agarwal, a TEDx speaker and communications coach, who highlighted the need for a nuanced understanding of both sides. As the session unfolded, it became clear that the debate wasn't about choosing between education or skill development but rather about finding a balance between the two. “The future of PR demands a blend of both education and skill development,” she remarked, summarizing the essence of the discussion. 

The debate underscored that while education provides the necessary theoretical underpinnings and critical thinking skills, hands-on experience and continuous skill development are crucial in a rapidly evolving PR landscape. It was evident from both sides that the real solution lies in finding a middle ground where education adapts to meet the demands of the modern world while ensuring that professionals are equipped with the practical skills needed to thrive in today’s media environment.

The session closed with the understanding that the future of PR requires professionals who are both educated and skilled, with the agility to adapt to an industry where change is the only constant. While the speakers differed in their views on how to achieve this balance, they all agreed on one point: PR is at a crossroads, and the way forward must involve a blend of robust education and ongoing skill development.