Every career begins with a story, and mine begins with a fascination for perception. My journey into the world of public relations and communication strategy has been shaped by historical narratives, evolving technology, and a desire to impact society through stories that build trust.
As a child, I was very much interested in historical stories from all over the world, stories of great kings and valiant heroes, which implored me to ask myself, ‘Why was Richard the Lionheart so loved?’ or ‘How was Julius Caesar the good guy?’ I soon found out the answer – perceptions.
Perceptions are what made Richard loved by his English subjects, who saw him as the personification of English courage, despite the man not being able to utter a single word of English, and perceptions are what made Julius Caesar the epitome of honour and kingship, despite the man committing war crimes indescribably horrendous.
Modern public relations and communication strategy may not be that old, but its core concept is definitely ancient. When I found out about this field, I could not wait to start my journey in it. I had found my purpose in society, and it was to shape perceptions through structured and impactful communication strategy.
To me, public relations and communication strategy is an art, the art to build, maintain and enhance positive perceptions. It is a vast ocean, encompassing everything from large corporations and sports teams to NGOs and religious institutions. It is a field that lets its practitioners choose their own destinies.
Though many see this work as just Capitalist advocacy, it is more than that – communication strategy is what provides transparency and trust between an organisation and its public. It fosters one of the main factors that sets us humans apart from the rest of the animal kingdom – clear communication.
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In this digital era, public relations and communication strategy has changed a lot and is subject to even more due to artificial intelligence. Experts of the past did not have to worry about SEOs and chatbots, but we must. These advancements, however, are not a bad thing. If harnessed properly, these factors have the potential to launch any campaign to the heights of success.
It is not just about keeping up with change, but about embracing it to lead effectively in a world driven by algorithms and data.
When I looked around for institutions to learn public relations and communication strategy from, I was mostly met with outdated curriculum centred around theoretical learning. I, however, was looking to experience the field, not learn it in a classroom.
Then I found the School of Communication and Reputation (SCoRe), and discovered its curriculum, which focuses on practical learning, provides real industry exposure, and teaches public relations and communication strategy in its truest form. That was it for me, I just knew that SCoRe would be the next step in my career.
Suvadeep Mukherjee is an aspiring communications professional from Kolkata, currently completing his BA in Journalism and Mass Communication (Honours) at THK Jain College, Class of 2025. Deeply passionate about storytelling, reputation building, and media ethics, Suvadeep is set to begin his journey at the School of Communication and Reputation (SCoRe) to pursue a career in Public Relations and communication strategy. With a strong belief in the power of perception and purpose-driven messaging, he aims to shape narratives that build trust and impact.
Although communication professionals shape narratives and influence public opinion, there must be a line we never cross. Ethical boundaries guide responsible practice. Without them, communication becomes manipulation.
Communication strategy, when ethical, builds long-term trust. But when it’s unethical, it damages reputations, sometimes permanently. Hence, understanding the limits is crucial.
There are countless examples of campaigns that succeeded temporarily but failed ethically. For instance, misleading environmental claims by corporations, often labelled as “greenwashing”, have backfired.
Moreover, when misinformation is spread deliberately, the consequences can be catastrophic. Trust is difficult to earn but easy to lose. Therefore, ethical communication must be non-negotiable.
Often, this is a grey area. But industry bodies like the Public Relations Society of India (PRSI) or the Global Alliance for Public Relations and Communication Management offer codes of conduct. These set the standards.
Still, professionals must apply judgement. What works in one region may not be acceptable in another. Hence, cultural context and common sense play huge roles.
Absolutely. Ethical persuasion is based on facts, transparency, and respect for all stakeholders. Although some argue that all persuasion involves manipulation, the key difference lies in intent and honesty.
Professionals should aim to inform, not mislead. Therefore, the message must be clear, honest, and open to scrutiny.
Read More: Why Modern PR Is About More Than Just Media Coverage
The digital era has complicated ethics in communication strategy. While real-time engagement is beneficial, misinformation spreads faster than ever. Hence, the responsibility to verify facts has never been greater.
Moreover, influencers and bots blur the lines. Audiences may not realise they’re being targeted by paid promotions. Therefore, disclosure becomes vital.
Yes. From fact-checking software to sentiment analysis tools, technology helps ensure ethical messaging. But ultimately, the professional behind the strategy must decide how to use these tools.
Technology cannot replace integrity. It can only assist those who already prioritise it. Therefore, personal ethics must remain at the core of every strategy.
Institutes like SCoRe include ethics as a core part of their curriculum. But real learning starts with reflection. Students must ask: “Am I telling the truth? Is my message fair? Who could be hurt by this?”
Moreover, industry mentorship, internships, and discussions with senior professionals build a stronger ethical compass. Hence, learning never stops.
Yes, and more sustainable ones too. Audiences today are smart. They know when they are being misled. Ethical campaigns don’t just survive longer – they earn loyalty.
Furthermore, transparency builds brand equity. Hence, even when challenges arise, ethical brands recover faster.
Visit us today at scoreindia.org or give a call at +91 98115 72673 to know about the course in Public Relations.
