There’s something fascinating about the way media influence in India works today. How a sentence said at the right moment can spark a movement or silence one. How a single image, a line in a newspaper, or a media byte can shift public mood overnight.
We call it Soft Power. The fourth estate. The media.
The invisible current that shapes how we see the world, and how the world sees us.
Now imagine growing up around that world. Not just watching it on TV, but hearing it discussed at the dinner table. Crisis stories. Press deadlines. Calls from the communications team. Statement drafts being debated. I saw it all, quietly soaking it in.
My father has spent his life in journalism. And though I never thought of it consciously back then, something about that world stayed with me. The power of the right word. The weight of public perception. The responsibility behind communication.
Back then, it was just my dad’s work. Now, I realise it was also my introduction to purpose-driven storytelling, rooted in how media influence in India affects our collective thinking.
I didn’t just get into PR right away. I took my time, studied Economics and Psychology: two subjects that at first seemed far from the world of media, but in the long run, made complete sense.
Economics gave me structure. Systems. An understanding of how decisions travel and impact people. Psychology gave me empathy. A deeper insight into human behaviour, emotions, and the subconscious reasons behind our reactions.
Put the two together, and I started seeing something very clearly: How people feel about something can be as important as what that thing actually is.
And that’s where Public Relations quietly stepped forward.
I wasn’t drawn to it for the spotlight. I was drawn to it for the strategy. The care it takes. The intention it demands. And the strange, beautiful mix of calm thinking and fast-moving action it thrives on.
For me, PR is a lot more than media coverage or brand noise. It’s emotion management. It’s building trust with audiences you may never directly meet. It’s showing the truth with clarity, not manipulation. And most importantly, it’s presentation with purpose.
In the context of media influence in India, storytelling holds immense power. Not for spectacle, but for social clarity. That’s what excites me. I believe in what I like to call “honest power”, not the kind that dominates a room, but the kind that earns quiet respect. Not storytelling for the sake of applause, but for the sake of alignment, between image and intent.
PR is about knowing what to say, when to say it, and how to say it with care. It’s about protecting reputations with dignity, handling crises calmly, and most importantly, connecting people meaningfully.
The more I learned about PR—from watching my father, to getting hands-on experience, to observing real-world campaigns—the more it started feeling familiar. Like a language I’d already been learning, just without realising. Like a space where both logic and empathy are needed and celebrated.
Public Relations doesn’t ask me to perform. It asks me to understand. It asks me to be attentive, adaptable, and above all: authentic. That’s the kind of space I want to grow in. That’s the kind of work I want to do.
The more I absorbed from discussions at home, and the more I explored stories from across India, the clearer it became to me how media influence in India is often driven by trust, timing, and thoughtful narrative shaping.
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What excites me most about PR isn’t the spotlight, it’s the process.
Over time, I’ve worked on writing press releases, managing on-ground press events, attending briefings, and coordinating with journalists in real time. I’ve seen how timing is critical, and how empathy makes all the difference in communication.
I also got a close look at the lesser-seen side of PR: the local level, where relationships matter just as much as reach. Watching how corporate communications teams at major MNCs rely on local PR stringers, city-wise, district-wise, to carry the right message into the right hands taught me the real power of networks, trust, and grassroots credibility. It’s not just about visibility, it’s about reliability.
These experiences didn’t just teach me the “how” of PR, they taught me the why. Why a certain headline works. Why transparency matters. Why building trust is harder (and more valuable) than just grabbing attention.
The behind-the-scenes aspect of PR is often overlooked, but it’s where so much of the meaningful work happens. From deciding the tone of a press release to understanding which journalist covers what beat — the small decisions are where media influence in India truly unfolds.
Whether it’s drafting a sensitive statement or managing internal communications during a brand crisis, these backstage moments are where clarity, calm, and credibility must shine the brightest.
And, with every assignment I got even more sure about my decision to join this field.
At some point, it all clicked.
The media conversations I grew up hearing. The concepts I studied. The real-world experience I gained. It all led to a quiet but certain realisation that when you grow up around something and it aligns with who you are, you don’t chase it. You grow into it. And, public relations was it.
It allows me to bring together structure and sensitivity, logic and listening. To shape narratives not for noise, but for meaning. To be part of conversations that matter, and to make sure they’re told right.
When communication is done right, it goes beyond words — it stays with people. And that’s the kind of work I look forward to doing.
Kartiki Tewari is a media-enthusiast from Lucknow, graduating in 2024 with a Double Major in Economics and Psychology from the University of Lucknow. Growing up around newsroom conversations, she developed a deep interest in purposeful storytelling and the evolving nature of media influence in India. Her academic training gives her a strong foundation in both analytical thinking and human behaviour. Kartiki is drawn to the behind-the-scenes strategy of communication, especially during moments that require clarity and empathy. She is now set to join the School of Communication and Reputation (SCoRe) to build a career rooted in trust, strategy, and authenticity.
Media influence has significantly evolved in the last decade, primarily driven by the rise of digital platforms. While traditional media still plays a role, social media has become the dominant force in shaping public perception.
Unlike earlier times when news travelled through newspapers or TV, now a single tweet can reach millions instantly. Therefore, brands, organisations, and individuals must adapt quickly. The conversation is no longer one-sided; the public now participates actively.
Moreover, credibility is questioned more than ever. Hence, transparent communication has become a critical skill. In this new environment, managing media influence requires agility, responsiveness, and authenticity.
The foundation for navigating this shift lies in education. Subjects like sociology, media studies, and behavioural science now hold more value than before.
Although older models of media relied on hierarchy and gatekeeping, the social web functions differently. It favours engagement, relatability, and speed.
Therefore, professionals are expected to understand audience psychology. They must read trends, not just analyse reports. Moreover, studying the evolution of communication helps future media professionals prepare for fast-paced shifts.
But theory alone isn’t enough. Applied learning—through internships, live projects, and real-time crisis simulations—offers the practical grounding to handle media in this age.
Even in the digital world, storytelling remains the most powerful tool of influence. Although formats have changed—from articles to Reels and from speeches to Stories—the core remains: connect through emotion.
Brands now speak directly to audiences through social media. This bypasses traditional filters. But it also increases the risk. A wrong word can spark backlash. A careless comment can go viral.
Therefore, every story shared online must balance creativity with caution. Moreover, stories now need to feel personal, even when shared at scale.
Hence, modern storytelling is less about authority and more about authenticity. But the goal remains the same—to influence thought, inspire action, and shape opinion.
Social media has shifted the power dynamic. Influence no longer lies only with institutions—it now rests with individuals too.
“Honest power” today means being transparent, consistent, and value-driven online. Influencers, CEOs, and even interns now hold digital microphones. Therefore, the line between personal and professional has blurred.
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Moreover, brands are held accountable for every voice associated with them. Hence, internal communication and digital training are crucial.
Although this adds pressure, it also creates opportunities. With honest messaging, organisations can build lasting trust. Therefore, the right words shared at the right time can shape lasting relationships—online and offline.
The shift wasn’t sudden. But it became unavoidable during the pandemic. Lockdowns pushed all interaction online—meetings, launches, customer service, and news coverage.
Since then, a digital-first approach has been the norm. Whether it’s press statements, product announcements, or crisis responses—everything begins online.
Moreover, media monitoring now includes social sentiment tracking. Teams must be prepared 24/7. Speed matters more than ever.
Although traditional tools like press releases still exist, they now work in tandem with hashtags and memes. Therefore, professionals need to master multiple formats.
And yes, the future is hybrid—but the heart is digital.
Behind every viral trend lies social listening—a silent but powerful tool in today’s communication landscape.
Brands now monitor not just their mentions but also emerging hashtags, cultural conversations, and even competitor activity. Hence, listening has become as vital as speaking.
Moreover, real-time analytics help shape messaging strategies. They offer insights into what the audience cares about now—not last week.
Therefore, those working behind the scenes are constantly adapting. They tweak tone, change visuals, and suggest actions based on live data.
Although invisible to the public, this backend work is what ensures every campaign feels timely and relevant.
Looking ahead, media influence will continue to diversify. The platforms may change, but the fundamentals will not.
Although AI, augmented reality, and voice technology are entering the scene, the need for clear, meaningful messaging will remain.
Moreover, the digital generation expects more than information—they want values, transparency, and purpose. Therefore, media professionals must blend storytelling with strategy.
Hence, success will lie in being agile, ethical, and emotionally intelligent.
And while the spotlight often shines on front-facing content, the real power will remain in thoughtful, well-crafted messaging—just like Kartiki Tewari aspires to create.
Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.
