Public relations cannot earn a place in corporate decision-making simply by creating compelling narratives or managing crises. It must demonstrate measurable contributions to revenue, reputation and regulatory compliance, according to Kerman Kasad, Head of Marketing and Communications at Tawid. Speaking at PRAXIS India in Kochi on *The Trust Mandate: PR as a Catalyst for Positive Change in an Era of Endless Influence*, Kasad argued that the communications profession must move beyond amplifying messages to questioning business decisions, verifying claims and identifying risks before they escalate. For Kasad, the value of public relations rests on three interconnected responsibilities: supporting business growth, protecting reputation and helping organisations navigate regulatory expectations. “If I cannot play this role in these three cycles, revenue, regulation, and reputation, there is no impact and meaning,” he said. Drawing on his international experience in techn

If every communications agency and its clients have access to the same artificial intelligence tools, what makes one agency more valuable than another? For Sanjay Nair, Global AI and Brand Marketing Lead at Boston Consulting Group (BCG), the answer lies not in how much work AI can produce, but in what organisations do with the capabilities it creates. Speaking at PRAXIS India in Kochi on *Everyone Has AI. Where Does Value Move?*, Nair argued that artificial intelligence is fundamentally changing how communications services are delivered, priced and evaluated. His central argument was that as AI makes routine work increasingly accessible, competitive advantage will shift towards capabilities that cannot easily be replicated. “Value moves from capacity to advantage,” he said. Nair, who previously spent nearly two decades at Edelman in senior leadership roles, said the industry's enthusiasm for productivity gains risked overlooking a more important question. Saving

Public relations professionals should help shape business decisions rather than simply communicate them after they have been made, according to Meenakshi Nevatia, Country President of Pfizer India. But earning that position requires demonstrating value, challenging leadership when necessary and understanding when public communication can help or complicate a situation. Speaking at PRAXIS India in Kochi on Public Relations as a Force for Good, Nevatia offered a business leader's perspective on how communications can influence corporate strategy, particularly in industries where public trust is fragile. Drawing on her experience at Novartis, Stryker and Pfizer, she acknowledged that she had not always considered communications a central strategic function. That changed as she moved into leadership roles where business decisions involved competing stakeholder expectations and potential reputational consequences. “I truly believe it is a very, very important strategic funct

  Journalism is expected to hold power accountable, amplify neglected voices and defend democratic institutions. But it must also attract audiences, generate advertising revenue and remain commercially viable. For Zakka Jacob, Managing Editor of Times Now, navigating that contradiction is one of the defining challenges facing India's news industry. Speaking at PRAXIS India in Kochi on *Journalism as a Force for Good*, Jacob argued that despite declining trust, misinformation and mounting commercial pressures, journalism remains indispensable to democracy. Its relevance, he said, will depend on how effectively news organisations hold institutions accountable, adapt to changing audiences and use artificial intelligence without sacrificing human reporting. Jacob, who has spent more than two decades in broadcast journalism, described the media's position as the fourth pillar of democracy as both a responsibility and a commercial challenge. “The media is a public se

Health misinformation is not just a problem of misleading social media posts. It can influence medical decisions, delay effective treatment and, in some cases, contribute to life-threatening complications. Yet individuals promoting questionable health advice can attract millions of followers, sometimes with the help of public relations professionals. That was the warning from Dr Cyriac Abby Philips, popularly known as The Liver Doc, during his keynote on Facts, Not Fear: Communicating with Courage in an Age of Misinformation at PRAXIS India in Kochi. Philips, a hepatologist, clinical researcher and public health activist at Rajagiri Hospital in Aluva, questioned the role of communications professionals in promoting health influencers whose popularity may exceed their medical expertise. Drawing on his clinical experience and published research, he argued that the consequences of misinformation extend far beyond online arguments, often becoming visible in hospital wards and intensiv