PRASL presents ‘Pursuit of Reputation’ masterclass by acclaimed Authors

The Public Relations Association Sri Lanka (PRASL) proudly presents "Pursuit of Reputation," a masterclass by the esteemed authors Amith Prabhu and Sujit Patil of the book. This one-day workshop, scheduled for 12 July 2024, will offer an in-depth exploration of the critical aspects of Public Relations and Reputation Management, presenting an invaluable opportunity for professionals in the field to enhance their skills and knowledge.

Amith Prabhu, a distinguished PR and Reputation Management figure, brings over two decades of experience. He is the Co-founder of the platform PRAXIS, the founding Dean of the School of Communications and Reputation (SCORE), and a key figure behind Reputation Today. Prabhu's co-author, Sujit Patil, is equally illustrious. An accredited business professional and three-time IABC Gold Quill award winner, Patil has been recognized among the world’s most influential Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs) by Provoke Media. He currently leads Corporate Brand and Communications at Godrej Industries. Together, they have authored "Pursuit of Reputation," a seminal work that serves as an essential guide for anyone keen on mastering the craft of reputation building.

Notably, the masterclass will cover a comprehensive range of topics designed to give participants a thorough understanding of the field. Attendees will delve into the genesis and science of PR, gaining insights into the foundational principles that underpin effective public relations strategies. The workshop will also address contemporary trends shaping the public relations landscape, ensuring participants are well-versed in the latest developments and best practices.

Highlighting the importance of this masterclass, PRASL President Rezani Aziz stated, "Whether you are starting with building your brand’s public image or in the middle of a crisis, PR is a crucial tool in your arsenal. Let’s explore how using PR for reputation management can do wonders for your business."

A significant portion of the masterclass will focus on how PR can be leveraged to build and sustain a robust reputation. This includes setting up a digital PR practice that is both effective and resilient in the face of evolving challenges. The instructors will share a brand PR approach enriched by case studies and data-driven insights, demonstrating how narratives can be strategically crafted and managed.

One of the workshop's highlights will be an in-depth examination of PR measurement. Participants will gain a nuanced understanding of what PR delivers and how its impact can be accurately measured. This will include a close look at the future of communications measurement, focusing on the concept of Return on Objectives (ROO). By exploring these measurement frameworks, attendees will be equipped with the tools needed to quantify the success of their PR initiatives and make data-informed decisions.

The event is sponsored by Hemas Consumer Brands (HCB), a prominent player in the consumer goods sector. Sri Lankan Airlines, serving as the travel partner, will facilitate the participation of the esteemed resource professionals, ensuring that this event is a confluence of expertise and practical knowledge.

PRASL, inaugurated in November 2023, has been committed to advancing the standards and practices of public relations in Sri Lanka. The organisation provides a platform for PR professionals to connect, learn, and advance their careers through various events, workshops, and resources.