PRASL Masterclass highlights future of Reputation Management

The Public Relations Association of Sri Lanka (PRASL) hosted a sold-out full-day workshop, “The Pursuit of Reputation Masterclass,” featuring esteemed industry experts Amith Prabhu and Sujit Patil. This event provided profound insights into the complexities of reputation management in the modern Public Relations (PR) landscape.

Amith Prabhu, a pioneering public relations professional with two decades of experience and founder of platforms such as PRAXIS (Public Relations and Corporate Communications India Summit), Reputation Today Magazine, and the School of Communications and Reputation  (SCORE), commenced the workshop with a comprehensive session on the genesis and key concepts of public relations. His presentation laid a strong foundation for understanding the intricate dynamics of reputation management.

Sujit Patil, a distinguished corporate and brand communications expert, delivered an enlightening session on contemporary trends in public relations. Drawing from his extensive experience as the head of Corporate Brand and Communications at Godrej Industries Limited, Patil discussed strategies for building brand reputation, the significance of digital PR including setting up a robust digital PR framework, and integrating data-driven insights into PR practices.

The workshop featured interactive sessions, case studies, and discussions on the latest technological advancements and their impact on PR. A highlight was the concluding session on the future of communications measurement, emphasizing the importance of measuring Return on Objectives (ROO) to assess the impact of PR strategies effectively.

“The Pursuit of Reputation Masterclass” was the second sold-out event to be hosted by PRASL – which itself is currently in its first year. Speakers were flown down by courtesy of Sri Lankan Airlines and the workshop sponsored by Hemas Consumer Brands

Rezani Aziz, President of PRASL, stated: “The lessons learned at this workshop further reinforced the critical role of reputation management in today's increasingly volatile and interconnected world. We are grateful to Sujit and Amith for sharing their invaluable insights and experience with us, and we thank all our valued members and participants for joining our workshop. This event underscores the Association’s commitment to continuously advancing the standard of public relations and corporate communication in Sri Lanka.”

The full-day workshop drew on insights from “The Pursuit of Reputation,” authored by Amith Prabhu and Sujit Patil. Both the book and the workshop delved into significant shifts in communication currently underway due to social media, influencers, data-driven decision-making, and the blending of earned, owned, and paid media. These changes offer PR professionals new opportunities to enhance brand reputation, engage stakeholders, and create impactful campaigns. The book features expert insights from 75 acclaimed PR professionals across various sectors and geographies.

The success of the event was evident from the enthusiastic participation and positive feedback given from attendees, highlighting their appreciation for the opportunity to enhance their PR skills and network with industry leaders. Additionally, three fortunate participants were selected through a raffle draw to attend PRAXIS 2024, to further enrich their professional development.

About PRASL: The Public Relations Association of Sri Lanka was formally launched in 2023 to address a long-felt need to give voice to the industry, infuse high standards, and develop the skills of professional practitioners. The Association's objectives include gaining recognition for PR practice and enhancing its influence, fostering high professional standards and ethical practices, and representing public relations practitioners. PRASL also aims to provide thought leadership events and networking opportunities for members to exchange ideas and professional experiences, while keeping the interests of its members and the wider society in mind.

For further information on upcoming events and membership details, please contact PRASL at events@prasl.lk or +94 77 778 2972.