Why public relations today is all about connection and credibility?

PR today is increasingly data- and analytics-driven. In the coming future, data will shape the future of PR which is why it is crucial to understand how to leverage it using the best tools and skills available. To discuss the intricacies of this area, Ganapathy Viswanathan, distinguished communication consultant with over three decades of experience in advertising and public relations wrote a book named ‘Mastering the Message: A practical approach to modern public relations, in which he shares his perspective on strategic storytelling, its increasing role in the PR realm, how PR has shaped—and continues to shape—the Indian communication landscape.

The book also examines pressing industry challenges, from the talent crunch to the evolving role of influencers and journalists. Through real-world insights and personal anecdotes, it serves as both a practical guide for young professionals and a thoughtful reflection for seasoned practitioners.

Excerpts:

1. Why did you wish to write this book about public relations?

I've worked in communications for a long time and have seen how strong a good story can be. It can change how people think about you, develop trust, and even change how they see you totally. I eventually learned that there is a vast difference between what people think public relations is and what it truly is. People sometimes think of PR as just a tool to garner attention or deal with a problem, but that's only a small part of it. To me, PR is about people: getting to know them, connecting with them, and talking to them in a way that seems real. It actually shapes the opinion of a company or brand.

That's why I wrote this book. I wanted to put together all I've learned, seen, and done so that anyone, whether they're new to the field or have been doing it for a long time, can see PR for what it really is: the art of shaping and owning your story.

2. Please tell us more about the book.

The book is based on things that have happened to me, things I've seen, and things I've learned along the way. It's not only about PR theory or strategy; it's also about how to talk to people in a world that is always changing.

I've included stories, anecdotes, and personal thoughts to make it more interesting and relatable. I hope that people can read it at different times in their careers and still learn something new or beneficial each time. The book has touched from the evolution of PR to the way you need to adapt to PR in today’s digital world.

3. What does PR do for brands these days?

People don't just buy things anymore; they buy into the stories that go with them. PR helps companies figure out who they are, what they believe in, and how to say it in a way that is true to who they are.

PR develops trust, whereas advertising gets people's attention. It makes brands more relatable and links their messages to what people really care about, whether it means getting through a crisis, presenting a meaningful tale, or just remaining in touch with their customers. Bottom line you have good stories and you speak truth you will gain trust.

4. How will public relations work in India in the future?

Public relations in India, is at an interesting point right now. Social media, influencers, and digital platforms have made communication more direct and intimate than ever before.

People today want the truth; they don't just want to know what's going on, they want to know why it's happening. That means that PR can't only be press releases or news stories anymore. It's about having actual conversations and making real connections.

As more startups open up and huge corporations from around the world come to India, PR will be increasingly more important for developing trust and shaping reputations.

5. What do you think individuals should do if they wish to learn about PR?

First, keep in mind that PR is all about people. You have to pay attention to what other people say to comprehend what they care about. One needs to keep your ears and eyes open to gain knowledge. The power of knowledge is a huge asset when work or deal with PR.

Second, keep your mind open. Take lessons from everyone and everything around you. The more you know about the world, the better you'll be at conveying important stories.

Last but not least, be real. People today can tell right away whether something isn't real. You won't simply do well in PR if you stay true to your ideals and constantly working on your skills. You'll also acquire people's trust. And I personally recommend every PR student to keep reading a lot across business, economics and politics to keep pace with the world.