The New Age of Public Relations

"For over three decades, Public Relations in India has operated on a model of ""Interruption"" and ""Gatekeeping."" Brands begged journalists for coverage, spoke in the stiff, colonial dialect of ""Babu English,"" and measured success by the thickness of their clip books.

That world is dead.

""The New Age of Public Relations"" is the definitive manifesto for the post-digital era. It argues that we have moved from an age of Control to an age of Connection. Today, brands like Zomato, Swiggy, and Zerodha have proven that you no longer need a middleman to reach your audience. You need a voice.

This book creates a new roadmap based on the PESO Model (Paid, Earned, Shared, Owned). It dismantles the old habits of corporate ""Jalebi Language""—communication that goes round in circles without saying anything—and replaces it with the ""Agile Trust"" required to survive in a 24-millisecond news cycle.

Key themes include:

The Shift from SEO to GEO: How the rise of Artificial Intelligence and ChatGPT is changing discovery. It’s no longer about ranking for keywords; it’s about becoming the ""Source of Truth"" for algorithms.

The End of the Cold Call: How content marketing nurtures leads through 70% of the sales cycle before a salesperson ever picks up the phone.

Killing ""Gobbledygook"": A practical guide to stripping away jargon and speaking with human authenticity.

The Zero-Click Future: Strategies for building brand salience when users get their answers directly from AI without visiting your website.

Authored by Dr. Samir Kapur, a veteran with 30 years of experience bridging the boardroom and the classroom, this is not a theoretical academic text. It is a tactical playbook for CEOs, Communication Directors, and Students who are ready to stop renting attention and start owning it."