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Bolstering India’s public relations industry with ChatGPT

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Mumbai: The breakneck speed of technological progress often transcends all boundaries of human expectations; just as it has done over the past few months, thanks to the advancements in ChatGPT, the generative AI tool that is already taking the entire world by storm! Indeed, by revolutionising the way we humans interact with technology, OpenAI’s language model ChatGPT is today emerging as a ‘game-changer’ across various industries, including the Indian public relations (PR) industry.

If you are a PR industry insider, chances are high that you’ve already seen and heard a lot of buzz in the media about ChatGPT. Or you might have even tinkered around with this tool quite a few times. But have you explored ChatGPT’s use in your own PR profession to the fullest? Maybe not.

In this article, my attempt is to empower you with the right knowledge for unlocking AI’s transformative potential within the PR and communications arena.

Harnessing ChatGPT for PR Industry’s Betterment

In a highly fast-paced and dynamic industry such as PR, a technology marvel like ChatGPT can prove to be a valuable asset when used intelligently and responsibly. From streamlining workflows to improving the productivity of PR professionals like never before, from generating research material, data insights, and ideas in a matter of seconds to automating mundane tasks, and much more, ChatGPT is capable of facilitating a lot of ‘high-value’ work.

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Effective use of ChatGPT enables modern-day PR pros to free up more of their own professional time, which they can now spend on strategic endeavors such as media relationship-building. On the other hand, for agencies and organizations specializing in PR and strategic communications, the positive implications of ChatGPT use include a reduction in turnaround times by achieving faster and better outputs for their clients while leveraging existing resources, optimizing the quality and quantity of their services, and bringing forth an overall agile work culture.

To cite some of the practical scenarios wherein ChatGPT can assist publicists, let’s try to visualize a PR practitioner who is looking to quickly generate some relevant and ‘newsworthy’ topic ideas to impress a client or a journalist. ChatGPT may have already become their go-to tool, or is bound to soon become so! Additionally, ChatGPT can also be asked to summarize the key points from an online article or to find websites for SEO link-building. This tool can also help you create well-structured first drafts for PR content pieces, be it a press release, pitch note, or authored article or blog. Today, ChatGPT is being employed by creative industry professionals to create campaign outlines, content for pitch decks, competitor analysis, market sentiment monitoring, and crisis management, among other strategic tasks; and of course, the Indian PR industry can follow suit. As a matter of fact, the possibilities of technologies like ChatGPT in terms of fortifying the PR industry are endless – even though its use cases will differ based on varying contexts.

While all that may sound exciting, it is of utmost importance to be aware that, just as with any other emerging technology, ChatGPT too, comes with its own caveats and limitations. And that without exercising human oversight, it is nearly impossible for a PR industry professional to get the best out of ChatGPT utilization – for any use case whatsoever!

Realizing ChatGPT’s Shortcomings in Serving PR Needs

So, where does ChatGPT fall short in terms of delivering effective PR outcomes when compared to its human counterparts? One key aspect relating to PR and reputation-building where this tool underperforms is by compromising on standards of creativity and originality. By often scraping information from the Internet, its responses not only miss out on the unique human touch and emotional intelligence that are ‘oh-so-essential’ for effective PR but also pose wide-ranging reputational threats for today’s organizations and workers, especially as it sometimes produces plagiarized and previously-copyrighted content. Furthermore, with a knowledge cut-off till 2021, ChatGPT struggles to provide up-to-date and latest trending information – the much-needed ‘knowledge capital’ of our industry.

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Furthermore, ChatGPT does not do a great job at showcasing a contextual understanding of matters, nor in understanding or producing nuanced and subtle communication. Instead, many a time, the tool comes up with misleading or way too generic (robotic-sounding) ses that barely would reflect a sense of deeper domain-specific or niche-specific know-how (in PR lingo, we call it “thought-leadership”). It also proves to be inadequately equipped when it comes to reflecting a certain brand’s voice, tone or values through the content it generates – something that human PR pros are usually adept at.

All the above-mentioned issues and limitations essentially present a compelling argument why today’s PR professionals MUST exercise a lot of caution when using such tools, and MUST NOT take ChatGPT-generated content at its face value (as it is), without it being fact-checked, proofread, and appropriately modified by a skilled PR human.

Final Thoughts: Deciphering the Way Forward

Drawing in from Elon Musk’s remark that ChatGPT is “scary good”, my two cents would be – at least in its current avatar, this tool can be termed both as ‘scary’ and ‘good’, depending on the context where and how it is deployed. The best way forward for India’s PR industry is to combine the power of ChatGPT along with the OG human creativity, judgement and decision-making capabilities to continue delivering the best to clients and other stakeholders.

The lightning-fast pace at which ChatGPT creates content makes it quite enticing for PR pros to use it daily, but it shouldn’t stop us from taking into account the technology’s limitations and potential risks. After all, who better than us, the PR-doers, understand fully that it takes years to build a strong positive reputation, but only seconds to destroy it!

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That being said, GPT-4 – the newest version of the software that is currently only available to ChatGPT Plus (paid) subscribers – is way more powerful, accurate, and nuanced than the previous free ChatGPT version based on the GPT 3.5 model. And this only testifies to and points to the obvious – that the AI revolution is here to stay. And so as PR practitioners, we must continuously upgrade and upskill ourselves to stay relevant and derive maximum benefits from the technologies in the up-and-coming era of AI and communications convergence.

The article is authored by PRandit co-founder & COO Shalu Jha.

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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