Department of Mass Communication at the University of Karachi recently held a thought-provoking guest session titled “The Future of PR,” featuring RaheelNabi, Chief Executive of Xenith PR.
The session, organized by the Advertising and Public Relations Class of 2024 and supervised by faculty member Samina Qureshi, provided students with a deep dive into the rapidly evolving field of public relations. RaheelNabi’s presentation highlighted the increasing importance of adaptability in today’s fast-paced, digital-driven world.
He emphasized how the PR industry is transforming in response to the rise of digital platforms, the surge in influencer marketing, and the growing reliance on data-driven strategies. ]
Additionally, Nabi discussed the expanding role of corporate social responsibility (CSR) and effective crisis management in maintaining a brand’s reputation in the public eye.
“The future of PR is about integrating new technology with traditional storytelling,” RaheelNabi stated during his presentation. “PR professionals must be intuitive and creative to navigate the dynamic, fast-paced environment we are moving into.”
The interactive session allowed students of mass communication to actively participate, as they engaged in discussions about the future of PR and sought advice on career paths, internships, and the skills essential for succeeding in the field. Nabi’s insights, particularly on the merging of technology with PR strategies, provided the students with a clear picture of the industry’s current trajectory and the opportunities that lie ahead.
The event concluded with a vote of thanks from the organizing students and the course in-charge, Samina Qureshi, who expressed their appreciation for RaheelNabi’s valuable time and expertise. This session not only provided students with practical knowledge but also inspired them to think creatively about the future of public relations.
