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Gurgaon, In an integrated world, public relations has to move beyond the image of a mere provider of press coverage to a counsellor who can decipher current public opinion to the organization; use that insight to encode persuasive messaging to the public through focused engagement of publics across earned, owned and paid platforms in an effective and ethical manner.

Measurement has always been the holy grail of public relations and will remain so, unless it moves to science-based communication, that is, driven by insights and backed by measurement that can demonstrate shifts in the public acceptance.

Purpose of machine learning and artificial intelligence is to generate unique insights that help organisations become more relevant and compelling to their consumers, besides making them more agile and responsive to fast changing needs.

Doing this well is the core of good reputation.