PNS|Vijayawada
The Amaravati Chapter of Public Relations Society of India (PRSI) celebrated the 38th National Public Relations Day in Vijayawada on Wednesday. Themed “Responsible Use of AI: Role of Public Relations”, the event brought together prominent figures from government, academia and media to explore how AI and other advanced technologies can be harnessed responsibly for the greater good.
Addressing the gathering, Information and Public Relations Minister Kolusu Parthasarathy praised Chief Minister N Chandrababu Naidu’s foresight in leveraging technology, citing the WhatsApp governance model as a benchmark. He described Naidu as a visionary leader whose policies have shaped the State’s technological growth. The Minister also warned of the dangers of overreliance on technology and urged the media to use AI for constructive purposes rather than manipulation or blackmail, referencing recent misuse in neighbouring States.
Dr G Anita, Chairperson, PRSI Amaravati Chapter, stressed that while AI offers immense potential, it also adds new layers of complexity to communication systems already impacted by social media. She stressed the need for ethical and responsible use of AI across all sectors, especially public relations.
Nusrat Mandrupurkar highlighted real-world examples of AI being used to enhance communication and public service delivery in Indian Railways. She cautioned against the misuse of technology, warning that irresponsible application can harm individuals and society.
Prof DVR Murthy voiced concerns over the erosion of journalistic values in the transition from traditional print to digital and AI-driven media. He called upon media professionals to self-regulate and uphold ethical standards to avoid the negative consequences of technological misuse. The event concluded with a vote of thanks by Olive Yaramal, Treasurer PRSI Amaravati Chapter.
The conference was attended by communication professionals, students and faculty members, highlighting growing interest in ethical AI integration in media.
