By THE NEWSMAN OF INDIA.COM
New Delhi, August 3, 2025 – In a time when digital disruption is reshaping how organizations communicate, KM Prashant, General Manager, Corporate Communication at NTPC, emerged as a guiding voice during a thought-provoking webinar organized by the Public Relations Society Delhi (PRSD). Titled “Challenges of PR & Corporate Communication in the Digital Age,” the session served as a wake-up call for the communications fraternity grappling with new-age complexities.

Co-paneling with Nishant Verma, AGM, Corporate Affairs at Steel Authority of India, Prashant brought depth and clarity to the conversation, drawing from his extensive experience at India’s largest power utility. He emphasized that while technology has empowered communication, it has also intensified the challenge of maintaining credibility in an era dominated by misinformation, algorithm-driven narratives, and deepfakes.

KM Prashant’s key message revolved around redefining trust and relevance in a hyperconnected world. He underscored that authenticity must remain the bedrock of corporate communication, warning that no amount of digital wizardry can substitute the power of genuine engagement.

Among the major insights he shared were:

The Human-AI Balance: Prashant urged PR professionals to view artificial intelligence not as a threat but as a powerful ally that can amplify storytelling—provided it’s used with cultural context and ethical clarity.

Core Competencies Remain Key: Even as AI tools become more sophisticated, foundational communication skills like writing, listening, and strategic thinking, according to him, are still the irreplaceable pillars of impactful messaging.

Digital Discipline: In a cluttered media ecosystem, he advocated for consistent and regular digital outreach to keep audiences meaningfully engaged.

The webinar, skillfully coordinated by PRSD Secretary G.S. Bawa and opened by Chairman Dr. Sarvesh Tiwari, stood out for addressing real-time concerns with actionable solutions. KM Prashant’s insights were particularly impactful, offering a balanced lens on how to navigate the double-edged sword of digital transformation while preserving the essence of public relations.

As organizations recalibrate their outreach strategies, voices like KM Prashant’s are not just relevant—they are essential in shaping the future of responsible and resilient communication.