Cyrus Jogina, a senior vice president at Concept PR, shares his insights on the evolving landscape of PR and the impact of artificial intelligence (AI) and technology.

Photo by Austin Distel on Unsplash

In the fast-paced world of public relations (PR), professionals are constantly adapting to new technologies and industry dynamics to stay ahead. In a recent episode of the The KAJ Masterclass LIVE, Cyrus Jogina, a senior vice president at Concept PR, shared his insights on the evolving landscape of PR and the impact of artificial intelligence (AI) and technology. Here are the key takeaways from the conversation.

1. Embracing Artificial Intelligence and Technology

Cyrus Jogina emphasizes that AI and technology are not new concepts in PR. They have been present for ages, but their significance has grown with the advancement of communication channels and the need for instant decision-making. AI, like ChatGPT can be a valuable tool to reduce response time and provide relevant content. However, it is crucial to use AI as an enabler, combining human intelligence with technological advancements. Cyrus believes that human and technological collaboration is the key to success, and both should complement and support each other.

2. The Power of Storytelling and Building Relationships

In the digital era, storytelling remains a fundamental aspect of PR. Cyrus highlights the importance of crafting narratives that resonate with different audiences. As the world changes rapidly, narratives must be adaptable and speak in different languages, catering to the diverse needs of various stakeholders. Moreover, building strong relationships with clients, journalists, and other industry professionals is vital. PR practitioners can play a crucial role in connecting people and sharing relevant and engaging stories. By understanding the individual and their needs, PR professionals can deliver impactful messages and foster mutually beneficial relationships.

3. Navigating Digital Transformation

Digital transformation has significantly impacted the PR industry, both positively and negatively. The increased adoption of technology has accelerated communication, expanded reach, and opened up new opportunities. However, it has also led to information overload and a surge in the number of companies vying for attention. Cyrus advises the younger generation entering the PR field to embrace digitization and leverage the tools and platforms available. By staying informed, adaptable, and open to new technologies, they can effectively navigate the evolving digital landscape and deliver exceptional results for their clients.

4. Personal Development and Self-Care

In a profession filled with stress and demanding schedules, personal development and Self-Care are often neglected. Cyrus, who is passionate about fitness and personal training, encourages young PR professionals to prioritize their well-being. Finding time for oneself is crucial, even in a busy schedule. Whether it’s dedicating a few minutes for meditation, engaging in physical activity, or maintaining a healthy lifestyle, Self-Care is essential for mental and physical fitness. Taking care of oneself not only enhances personal well-being but also improves productivity and creativity in professional endeavors.

The conversation sheds light on the evolving landscape of PR and provides valuable insights for both seasoned professionals and those entering the industry. It highlights the need to embrace technology while maintaining a human touch, the power of storytelling and relationship-building, the significance of adapting to digital transformation, and the importance of personal development and Self-Care.

As the PR industry continues to evolve, professionals must stay curious, adaptable, and willing to embrace change. By combining the strengths of human intelligence and technological advancements, PR practitioners can effectively navigate the dynamic media landscape and deliver impactful results for their clients.

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Khudania Ajay Content Entrepreneur, Podcast Host & Ind. Journalist

Khudania Ajay is a writer, podcast host, and independent journalist. In his 20-plus years in the media, he has worked with renowned organizations such as CNBC (India), Reuters, and Press Trust of India (PTI). Now, he is dedicated to helping his audience succeed through his LIVE Masterclasses.

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