The Public Relations Consultants Association of India (PRCAI) today announced the results of the Spring 2026 edition of the Accreditation in Public Relations (AIPR), its flagship certification programme for young and emerging Communication professionals.A total of 47 Public Relations professionals have earned their accreditation this year out of 138 applications, reinforcing AIPR’s position as one of the most credible and aspirational certifications in communications. “AIPR has consistently evolved to reflect the changing expectations of the profession. The strength of this process lies in its ability to assess real capability, how professionals think, solve, and communicate under pressure. The 2026 cohort demonstrated a high level of preparedness and is well-positioned to contribute meaningfully to the next phase of growth in the communications industry,” said Santanu Gogoi, Associate Vice President, PRCAI and Founding Partner, First Partners.The AIPR Spring 2026 edition invited participation from young and emerging professionals. Of the 138 applicants, 83 candidates advanced to the final jury round after successfully completing the preliminary Aptitude Assessment, which was strengthened this year with PRCAI’s new partner MeritTrac.“What is encouraging this year is how candidates are adapting to a world being reshaped by AI. While new-age tools are important, AIPR evaluates how well professionals combine them with strong strategic thinking in communications, which remains fundamental. The clarity of approach and depth of thinking demonstrated reflect a readiness to take on more complex, strategic roles in the industry,” said Deeptie Sethi, CEO, PRCAI.The selection process for AIPR follows a structured, multi-stage framework. The prelims consisted of an online Aptitude Assessment, testing logical and analytical thinking and awareness across media and digital, ethics, and communication fundamentals. This was followed by submission of a campaign case study and written assignments, testing participants across key competencies in strategy, problem-solving, ethics, and communication effectiveness. Four sets of jury groups of six seasoned professionals in each came forward across the cities - New Delhi, Gurgaon, Mumbai and Bangalore. These included a distinguished panel of Public Relations Founders or Business Leads, Corporate Communications Heads, Academicians, and HR experts. The 2026 AIPR cohort includes professionals across two levels of accreditation, based on their professional work experiences:Level 1 (1–5 years of experience): 26 accredited candidatesLevel 2 (5–10 years of experience): 21 accredited candidatesTop Performers of AIPR SPRING 2026 Among the accredited professionals, the top performers based on their aggregate performance are:Level 1 participants:Yazad Elavia, Edelman – 90.6% Dhara Sangoi,  Former Adfactors PR – 86.6%Sanya Parashar, Archetype – 84.5%Level 2 participants:Pooja Behuria, Edelman – 88.5%Ritika Garkoti, Adfactors PR – 85.8%Natasha Srivastava, On Purpose Consulting Pvt Ltd – 83.5%The Accreditation in Public Relations is one of India’s premier certifications for PR professionals, recognising those who demonstrate high levels of knowledge, strategic thinking, and professional competence. The total number of AIPR certified professionals by PRCAI now stands at 115. With each edition, AIPR continues to strengthen its role to solve industry challenges and raise industry standards by building a future-ready talent pool.

Every year on April 21, the Indian communication landscape pauses to observe National PR Day. While the date is often marked by industry seminars and social media posts, its origin is rooted in a landmark moment of professionalization: the first All India Public Relations Conference held in New Delhi on this day in 1968. It was during this historic gathering that the industry formally adopted its Code of Ethics, shifting the narrative from mere press agentry to a strategic management function.Fast forward to 2026, and the industry is no longer just managing press releases, it is navigating a global shift where technology and human trust intersect. A Fundamental Reset According to Deepti Sethi, CEO of the Public Relations Consultants Association of India (PRCAI), the industry is currently witnessing mixed growth trends influenced by shifting markets and evolving client expectations. However, she views this period of flux as a unique opportunity for PR to expand its influence, provided the industry undergoes a fundamental reset in skill and capacity building.Sethi emphasizes that the modern communicator's toolkit has evolved beyond storytelling. To remain relevant, the professionals of tomorrow must: Decode Data: Moving from intuition to insights. Navigate AI : Integrating generative tools into the strategic workflow. Operate at the Speed of Culture: Responding to trends and crises in real-time. The Constant: Reputation as Currency Despite the rapid digital transformation and the rise of AI-driven discovery, Sethi reminds practitioners that the industry's core mission remains unchanged."One truth will remain constant: reputation is the ultimate currency of trust," Sethi notes. "Those who can earn, protect, and scale it will lead the future."As we celebrate National PR Day, the focus remains on this delicate balance embracing the cutting-edge tools of tomorrow while safeguarding the timeless values of credibility and trust.

The Public Relations Consultants Association of India (PRCAI) announces the 2026 edition of the Accreditation in Public Relations (AIPR), its flagship and national certification for high-potential communications professionals designed to benchmark excellence and strengthen the quality of talent across India’s communications industry.As the Indian PR industry expands from 14,800 professionals in 2024 to nearly 22,700 by end of FY 2030, strengthening talent capability has become central to sustaining this momentum. PRCAI’s SPRINT 2024–25 study highlights that over 80% of professionals see continuous upskilling and stronger benchmarks as essential to advancing industry excellence and credibility. AIPR responds to this opportunity by offering a robust, industry-backed accreditation that nurtures high-potential talent and strengthens leadership readiness across the profession.“As the role of communications becomes more strategic, the profession requires stronger benchmarks for readiness and leadership maturity. PRCAI’s AIPR addresses this by evaluating how professionals think, structure problems and apply judgement in real-world contexts. It creates a credible benchmark for individuals and enables organisations to identify and invest in high-quality future talent,” said Santanu Gogoi, Associate Vice President, PRCAI and Founding Partner, First Partners.Now in its fifth edition, AIPR has accredited 68 professionals across four previous cohorts, establishing itself as a respected industry benchmark for high-performing public relations talent.  Over time, AIPR has evolved into a respected reference point for identifying professionals who demonstrate strategic thinking, sound judgement, ethical practice and readiness for higher responsibility. The 2026 edition follows a structured review of the programme framework aligned to global certifications to ensure it remains aligned with the evolving expectations of the profession.“The communications profession today sits at the intersection of reputation, leadership and trust. AIPR will strengthen that responsibility with top-notch professionals,” said Deeptie Sethi, CEO, PRCAI. “The 2026 edition sharpens the benchmark for what excellence in Public Relations should look like in today’s landscape, with leadership in strategy, creativity, measurement and problem solving for brands. AIPR will recognize, celebrate a growing community of such individuals to future proof our industry.”This edition embarks a new PRCAI collaboration with Manipal Group’s MeritTrac, India’s top assessment company that undertakes aptitude assessment for leading examinations, strengthening the objectivity, robustness and benchmarking of the evaluation process.Manjunath KP, Chief Operations Officer, MeritTrac, said, “We are thrilled to partner with PRCAI for AIPR which demonstrates the vision of India’s most influential and credible public relations’ association to build talent benchmarks for their industry. The assessment framework ensures that the accreditation reflects real-world readiness for roles in PR and corporate communications.”AIPR 2026 is open to professionals across consultancies, corporate communication roles and independent practices, across two experience levels: Level 1 (1–5 years of work experience) Level 2 (5–10 years of work experience).The assessment framework follows a multi-stage evaluation process. The first stage is an online aptitude assessment, testing core competencies across areas including media and digital awareness, research and analytics, problem-solving, ethics, client consultancy management, corporate communications and industry understanding. The preliminary aptitude assessment will be held in February 2026, followed by final evaluations in March 2026 across four locations, led by a diverse panel of seasoned industry veterans. Shortlisted candidates will present communication solutions to a real-world case study before multidisciplinary panels of PR founders, Head of Communications, Academicians, and HR leaders.All previously awarded AIPR certifications remain valid, and accredited professionals continue to be recognised as part of the AIPRodigy community. Professionals who have completed AIPR Level 1 are also eligible to apply for Level 2 if they qualify the work experience to upgrade their certification. Sign up to earn your prestigious stamp of excellence and register for AIPR 2026 at https://prcai.org/aipr.

The Public Relations Consultants Association of India (PRCAI) hosted the second edition of PRana 2025: The India RISE Story on September 10, 2025 at the Taj Palace, New Delhi. The idea and story convention brought together more than 20 eminent speakers, over 200 C-Suite leaders, communicators and storytellers to deliberate on how India’s Reputation, powered by Innovation, Sustainability and Entrepreneurship (RISE), will accelerate its journey to Viksit Bharat.Smt. Smriti Irani, Former Cabinet minister, unveiled the PRCAI Survey Report, ‘India’s Place in the New World Order’, developed in collaboration with Astrum Advisory. The study captured the views of 123 CEOs across six cities, finding that 84% of CEOs believe India’s best days lie ahead, and 89% are confident in India’s growth story. The report highlights reputation as the most valuable currency for India’s economic progress and global leadership. The findings showed that Chief Executive Officers see climate readiness, geopolitical positioning, digital innovation and human capital as India’s biggest levers for global leadership, while also recognizing communication and reputation management as essential tools in translating progress into global influence. The study further revealed:· 93% feel that government has been effective in enabling India’s global rise· 92% believe India’s global positioning is strong· 89% are confident in India’s growth story· 54% believe India is using strategic communications to shape its global image very effectivelyThe findings underscored that India, under the Prime Minister’s leadership, is advancing strategically. At the same time, CEOs cautioned that policy unpredictability, AI-related risks, and perception gaps around civic and environmental issues could undermine global confidence if not addressed.In a wide-ranging dialogue, Smt. Smriti Irani, Former Cabinet Minister said, “Reputation in public life is tested not by speeches or photo opportunities but by delivery. It is when a child reaches school well-nourished, when a woman finds safety and economic independence, when a family sees fairness in governance. These are the moments that earn trust, and it is this trust that ultimately defines India’s credibility to the world.”Smt. Irani positioned women as central to India’s reputation-building, highlighting how their leadership across politics, business, and culture reinforces values of resilience, ambition, and inclusivity. In doing so, she added, “Issues like sanitation, menstrual health, and women’s safety were once taboo. Addressing them openly, through governance and leadership, is what truly reshapes reputation. Women are not just participants in India’s rise; they are central to building its credibility.”She also reflected on India’s evolving identity by noting: “Brand India is in a moment of evolution. Brands don’t die because they don’t succeed, they die because they don’t evolve.”Defining India’s RISE StoryPRana 2025 was designed around four dialogues — Entrepreneurship, Innovation, Reputation and Sustainability delivered through high-impact formats: 300Wise Leader speeches, powerful fireside chats, and multi-dimensional panels. The discussions included entrepreneurs challenging the obsession with valuations, asking instead how India can build companies that are trusted as much as they are valued. Policymakers made the case that India’s credibility will not come from announcements but from predictable and transparent delivery.PRana 2025 also marked a special milestone with PRCAI unveiling its 25-years logo, highlighting the association’s role in shaping the Indian PR industry into a strategic partner in nation building narrative. As India steps onto the global stage with greater confidence, PRana 2025 made one message clear: reputation is not a soft measure, it is the hard currency of credibility. The choices we make in boardrooms, in policy, and in civic life and stories we tell will decide whether that trust endures for the next 25 years and beyond.During the PRCAI 25-years logo unveil, Kunal Kishore, President, PRCAI said,  “PRana 2025 and the launch of our Brand India Reputation Report demonstrate the power of leadership in shaping narratives. Reputation today is not just communication, it is strategy — it determines trust in boardrooms, credibility in markets, and influence on the world stage. At PRCAI, we see it as our responsibility to build platforms like PRana that help leaders, entrepreneurs, and policymakers recognize reputation as the capital that drives India’s rise”.“Communications is no longer a channel that only carries messages, it is a force that shapes influence and trust. With India marching towards Viksit Bharat, we are entering a new era of ‘Reputation Capital’ that will drive brand value and national impact in the years to come, much like financial capital drives economies. We are bringing that shift to light at the PRana platform converging India’s icons, key voices and reputation architects,” said Deeptie Sethi, CEO, PRCAI.PRana 2025 featured over 20 eminent voices from diverse spheres of influence. The prominent speaker line-up included Smt. Smriti Irani, Former Cabinet Minister, Shri Jayant Sinha, Former Union Minister of State for Finance and Civil Aviation & President, Eversource Capital and several reputation drivers and achievers including Manish Sabharwal, Co-Founder & Chairman, TeamLease Services; Suresh Khadakbhavi, CEO, DigiYatra Foundation; Naina Lal Kidwai, Chair, Rothschild India & India Sanitation Coalition; Gaurav Gupta, Creative Director of Gaurav Gupta Studio; Vaishali Nigam Sinha, Co-Founder, ReNew & President, UN Global Impact Network India; Suresh Narayanan, Former Chairman & Managing Director, Nestle India Limited; Aditya Ghosh, Co-Founder, Akasa Air, Founder of Homage Advisers; Chetna Gala Sinha, Founder, Mann Deshi Foundation; Vikram Chandra, Founder of Editorji Technologies; Amish Devgan, Managing Editor, News18 Hindi; Aabha Bakaya, Founder & CEO, Ladies Who Lead; Nandini Bhalla, Editor-in-Chief of The Word Magazine; J. Sai Deepak, Senior Advocate, Delhi High Court; Rajeev Masand, COO, Dharma Cornerstone Agency & Leading Film Critic; Shri Pushyamitra Bhargav, Mayor, Indore, and Anvitaa Dutt, Filmmaker, Screenwriter & Director; and India Climber & Reliance Foundation Athlete, Kaamya Karthikeyan.

The Public Relations Consultants Association of India (PRCAI) held its first-ever PRCAI Regional Dialogues in Ahmedabad, India, on February 23, 2024. The event brought together industry veterans, academicians, and communication specialists to discuss the evolving landscape of regional PR and its critical role in shaping effective communication strategies.It was held under the theme "Scripting The Tomorrow of Regional PR."The focus was on the growing importance of regional PR in engaging diverse local audiences and building successful communication strategies.Sanjeev Handa, SVP of PR and Communications at Maruti Suzuki India, highlighted the crucial role of local and regional media in amplifying brand messaging.Panel discussions:"Inside Out of Regional PR": Narayan Bhatt (Reliance Industries), Neeraj Sharma (AM/NS India), Vibhuti Bhatt (One Advertising), and Ajay Umat (NavGujarat Samay & Ahmedabad Mirror) discussed regional PR's contribution to holistic communication and business growth."Talent: New Hunting Grounds and Change to Lead": Shailesh Goyal (Simulations PR), Pradeep Mallik (PDEU), and Deeptie Sethi (PRCAI) explored the potential of tier-2 cities for talent acquisition and strategies for preparing students for the evolving PR industry.PRCAI felicitated pioneers and senior professionals in Ahmedabad's PR and corporate communications sector.The PRCAI Regional Dialogues are expected to become a platform for fostering meaningful discussions, promoting innovation, and shaping the future of communication in India. The event was supported by Apollo Hospitals, Ahmedabad.