Hyderabad, February 14: AP High Court judge Justice Raghuram Goda on Sunday said that public relations (PR) was not only about managing publicity but also concerned with spreading genuine information to increase public awareness about a product, person, service, cause or organisation.
In view of the developing technology and availability of social networking sites, internet radio and other modes of hi-tech communication, he stressed the need for PR professionals to acquire required skills to advertise in those media as well.
He was speaking at the 11th Andhra Pradesh Public Relations Conference held under the aegis of Public Relations Society of India, Hyderabad Chapter, here today.
Given the reach, expertise, opportunities and considerable skills in managing communication, PR professionals have a unique and heightened obligation as a responsible citizen, the judge said.
He emphasised that communication was required to transform the structural republic of India into a functioning, dynamic storehouse of democratic values and of tolerance.
PRSI, Hyderabad chapter, chairman N L Narasimha Rao was present. Later, the PRSI distributed awards to various best in-house news journals and the APCPDCL bagged the best award.
–Agencies