DIVYA DELHI : Bharati Vidyapeeth’s Institute of Computer Applications and Management (BVICAM), New Delhi, and the Public Relations Society of India (PRSI), New Delhi Chapter, signed a Memorandum of Understanding (MoU) to strengthen industry–academia collaboration in public relations, strategic communication, media and digital communication. The MoU was signed during a special session on “Changing Landscape of PR: From Traditional to Digital” held at BVICAM on Saturday. The partnership seeks to provide students with professional exposure, practical knowledge and industry-oriented skills while creating greater opportunities for interaction with communication professionals.The programme was attended by Dr. Ajit Pathak, National President, PRSI; Prof. Charu Lata Singh, Chairperson, Delhi Chapter, PRSI; Dr. Archana Kumari, Associate Professor, Centre for Media Studies, Jawaharlal Nehru University; and Prof. M. N. Hoda, Director, BVICAM. Prof. M. N. Hoda emphasised the need to bridge classroom learning with professional practices, while Dr. Ajit Pathak highlighted the changing role of PR in the digital era and the importance of skilled and ethically responsible communication professionals. Prof. Charu Lata Singh discussed the expansion of PR into digital platforms, strategic communication, reputation management, content creation and audience engagement. Dr. Archana Kumari highlighted the growing use of Artificial Intelligence in PR, along with concerns related to misinformation, deepfakes, data privacy, accuracy and transparency. The event also featured student felicitation and certificate distribution. Internship students received certificates and dummy cheques, while more than 100 certificates were presented to students who completed various value-added workshops and skill-development programmes.
