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@article{197966,
        author = {Ambadas Bhasake},
        title = {CHANGING ROLE OF PUBLIC RELATIONS IN INDIA},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {11},
        pages = {7081-7084},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=197966},
        abstract = {Public Relations (PR) in India has undergone a profound transformation over the past few decades. Initially confined to publicity and information dissemination, PR has evolved into a strategic management function that plays a crucial role in shaping organizational reputation, stakeholder engagement, and policy advocacy. This research paper critically examines the changing role of public relations in India, tracing its historical evolution and analysing the impact of globalization, digital transformation, corporate governance, and media expansion. The study highlights the transition of PR from a one-way communication model to a dynamic, interactive, and data-driven discipline. The research further explores the integration of PR with marketing, branding, and corporate strategy, emphasizing the growing importance of transparency, ethics, and corporate social responsibility (CSR). It also examines emerging trends such as influencer marketing, artificial intelligence, and digital analytics in PR practices. Additionally, the paper identifies key challenges including misinformation, cultural diversity, and information overload. The findings suggest that public relations in India is increasingly becoming strategic, technology-oriented, and stakeholder-centric. The study concludes that PR will continue to play a pivotal role in organizational success in India’s rapidly evolving socio-economic environment.},
        keywords = {Public relations, corporate communication, digital media, reputation management, stakeholder engagement, India, CSR, crisis communication},
        month = {April},
        }