Xavier Institute of Management, Bhubaneswar's IlluminatiX, the Media and PR Cell of XIM conducted its 8th edition of the Annual Media Conclave, Communiqué '21, on October 10, 2021, themed “Domino Effect PR: Communication in the Hands of the Masses.”.
XIMB’s, Communique' 21, was kickstarted with a brief introduction of the theme. The introduction video at Communique '21 gave a glimpse of the entire theme and set the direction for the conclave.
Dr. Samir Kapur, Director at Adfactors PR was the first speaker at conclave, who spoke about the definition of PR in the modern world and how technology has assisted in revolutionizing PR.
He put forth his ideas on how PR is more important than ever and how to consider the world as a storyteller. He highlighted the use of Google, comparing it to the world’s reputation management system and tomorrow’s PR metric.
While concluding his speech he said that the new age manager should understand that the control era is gone and he stressed the importance of people management. Later, he answered the students' queries.
Post a short break, the second speaker, Mr. Mudassar Hossain, Managing Partner at Ogilvy resumed the session by speaking about the significance of the human touch and how human values can impact PR.
He emphasized that the power of ideas and story creation reflects on the products of a company. Further, he shared his insights on the importance of human actions on PR, and with the help of several examples, he elucidated the Domino Effect PR.
Introducing a new notion of the Product Story being the king and not Product Functionality and how brave brands were admired by the customers, Hossain concluded his talk, and interacted with the students and responded to their questions.
Mr. Prashant Sukhwani, Brand & Communications Head at Burger King Corporation was the final speaker in the session who shared his observations of how the domino effect takes place after his introduction.
He gave a brief overview of how the proliferation of an event occurs owing to PR and described how the campaigns were affected and took advantage of a range of trends by elucidating many examples of Burger King.
By stressing the importance of context in a conversation, Sukhwani stated that the domino effect could not happen overnight when it comes to consumer behavior changes. He concluded his talk by sharing his views on how to deal with changes and emphasized the challenges that will occur. Later, the speaker went on to answer the students' queries.
The conclave concluded with a vote of thanks given by the student coordinator of IlluminatiX - Media and PR Cell, Ananya Das.
