In an industry where public relations is increasingly shifting towards strategic reputation management, the individual contributions of professionals who simultaneously build practice, standards and education are becoming essential to its further development. At the 23rd PRO PR Conference, the PRO PR Globe People Achievement Award was presented to Amith Prabhu, a communications expert with more than two decades of international experience.
His career includes work within leading global systems such as Genesis Burson-Marsteller (GBM), APCO Worldwide, Starcom MediaVest Group + VivaKi and Edelman Public Relations, as well as the development of his own initiatives that connect industry and education. As co-founder of PRAXIS, a platform that brings together the communications community in India, and founding dean of the School of Communications & Reputation (SCoRe) in Mumbai, Prabhu continuously contributes to the professionalisation and development of the field.
In the new interview, Amith Prabhu discusses his professional career, the development of the PR industry in India and globally, the role of reputation in contemporary society, and the impact of technology and artificial intelligence on the future of the communications profession.
India is a multicultural society with several national public relations associations operating within the country. How would you assess the position of the PR profession in India today, and to what extent do management teams and companies understand the importance and mission of PR professionals?
PR in India has grown into a strategic function and is no longer just about media relations or a support role. It is now more strategic, with corporate leaders understanding the role of PR more than ever before. It is driven through a lens of the ever-changing digital world. Many progressive companies understand its value and include PR in their core business strategy, especially to achieve a high degree of respect and trust.
India is widely recognised as a technologically advanced country. To what extent is artificial intelligence present in everyday professional PR practice, and do you see it as a threat to those working in public relations, or rather as an opportunity?
AI is now a regular part of PR work in India, especially for media monitoring, data analysis and campaign insights. Many companies are training their employees on AI tools and even offering AI-based services as part of PR mandates. While its use is growing, it is still evolving across organisations. AI is here to stay and is seen more as an opportunity than a threat. It improves efficiency and speed, but human skills like strategy, creativity and relationship building will remain core. AI and humans will coexist. Humans who use AI smartly will thrive.
Given the diversity of life systems in India, it is often difficult for external observers to define what “reputation” truly means in such a context. How would you define reputation, and what does it represent to you personally?
To me, reputation is what people think and feel about a person or organisation based on their actions and behaviour over time. Reputation matters when you are relevant. In a diverse country like India, as it would be the case anywhere else in the world, it is driven by goodwill, respect, engagement, affinity and trust. Personally, reputation means doing the right thing consistently and building credibility that lasts.
Is paid publicity present in India, and what does it involve? Do you believe reputation can be bought through media coverage?
Yes, paid publicity is present in India. It usually involves sponsored content, advertorials and paid media placements. However, reputation cannot be bought through media coverage. While paid publicity can increase visibility, real reputation is built through consistent actions, credibility and trust over time. Reputation is largely about behaviour.
If you were not working in public relations, what would you do in your professional career, and which alternative path would you choose?
If I were not working in public relations, I would choose a career related to travel and food. Travel planning, food blogging, or working with consumer-based brands in curating events for customer engagement. It would allow me to explore cultures, tell stories and connect with people through unique experiences.
Which moment in your career has left a special mark on you, apart from the awards you have received?
I have never been a fan of receiving awards. I only accept awards out of respect for the one who bestows them on me. A defining moment in my career was when I moved back from a high-paying job in Chicago to India and built a series of public relations conferences. We will be doing the 13th edition this year. PRAXIS (Public Relations and Corporate Communications Insights Summit) was built out of passion, and the credibility has been built over these years. It has been a journey of consistency and learning which involves eat, meet, greet and tweet 😊.
What are, in your view, the biggest challenges facing the PR profession globally today?
The biggest challenges for PR today are tackling misinformation and taking ownership. PR is about ownership while staying relevant. It also involves keeping up with fast-changing digital platforms and showing real impact. The new age of professionals are smarter than what we saw in our younger days (15–20 years ago), but the ownership levels are not as high as they used to be in 2006.
How do you see the future role of professional associations in shaping the standards of the communications industry?
Professional associations help set standards and create content that benefits the industry, including sharing the latest trends. They also build credibility, support learning and bring professionals together to shape the future of communications. They will have a leading role to play in keeping standards high.
