Team News Riveting
New Delhi, August 18
The Public Relations Society Delhi (PRSD) organised a webinar titled “Paper to Pixel” to explore the dramatic shift in media monitoring—from traditional press clippings to advanced digital tracking.
The session featured two distinguished speakers: Ms. Archana Satpathy, General Manager and Chief of Communication at Rourkela Steel Plant (SAIL), and Rohit Bhalla, Director of BIUS Media Monitor. They shared expert insights on how technology is reshaping the public relations landscape, equipping professionals with powerful new tools for analysis and strategy.
Speaking on the role of modern media monitoring, Ms. Satpathy highlighted its value as a proactive communication tool. She explained how real-time digital alerts empower teams to stay ahead of emerging stories and manage potential crises before they escalate. “Press clippings or media monitoring are like our personal alarm system,” she said, adding “When a critical story breaks, we get a real-time alert, enabling us to act before it turns into a five-alarm fire.”
Bhalla’s presentation focused on the fundamental evolution of news consumption in the smartphone era. He noted how personalised algorithms have transformed the way people engage with news. “There was a time when we had to go looking for news,” he observed. “Now we don’t have to—news finds us.” He explained how this algorithm-driven shift impacts media relations and calls for more strategic audience engagement.
Moderating the session, G S Bawa, Secretary, PRSD, reflected on the challenges of the past, recalling hectic mornings when PR teams anxiously awaited delayed press clippings. He contrasted this with today’s digital tools, which deliver updates instantly at the press of a button.
The webinar provided an important platform for PR practitioners to better understand and adapt to the opportunities of a data-driven media environment. The discussions underscored the need to use digital tools not only for monitoring but also for gauging audience sentiment, shaping communication strategies, and demonstrating the tangible value of public relations.
The session concluded with a vote of thanks proposed by Ms. Priyadarshani Sharma, Member, Governing Body, PRSD.
The PRSD is a leading professional body dedicated to advancing the practice and standards of public relations in the Delhi NCR. It serves as a platform for PR professionals to network, share knowledge, and pursue continuous learning, thereby contributing to the growth and integrity of the profession.
