Mass Communication & Sanskrit Journalism: 'With Social Media, entire PR landscape has changed'

The recent National Seminar on Mass Communication & Sanskrit Journalism in the Light of IKS offered a unique platform to explore the intersection of public relations (PR), communication strategies, and the vital role of Sanskrit journalism in India's educational landscape.

Among the key highlights was the insightful talk by Prof. Ajay Kumar Mishra, Professor of Sahityashastra at Central Sanskrit University (CSU), who shared his extensive experience in public relations while emphasising the growing importance of effective communication in academic institutions.

The Evolution of PR in Sanskrit Universities

During the seminar, Prof. Ajay Kumar Mishra, who also serves as the Convenor of the Media and IKS (Indian Knowledge Systems) Cells at CSU, shed light on the evolution of public relations from the days when print media dominated to the present age of social media.

Reflecting on his early career, Prof. Mishra reminisced about a time when PR professionals primarily relied on print outlets for disseminating information. He acknowledged the arrival of electronic media as a major shift, and today, with social media taking center stage, the entire PR landscape has transformed dramatically.

While discussing his role as a Public Relations Officer (PRO), Prof. Mishra emphasised the significance of freedom and trust in this field. "Hon'ble Vice-Chancellor, Prof. Shrinivasa Varakhedi, has always given me the freedom to work without interference," he remarked, highlighting that respect and autonomy are essential for a PRO to perform effectively.

He humorously added, "No leave for a PRO!"-a reflection of his relentless commitment to the job, which often extends beyond weekdays and office hours.

The Face of Central Sanskrit University

Prof. Mishra, responsible for coordinating 13 campuses of CSU, shared how his role as a PRO is demanding yet fulfilling. He noted, "Managing multiple campuses organising various programmes, workshops and conferences is challenging, but the work is always ongoing." Despite his busy schedule, Prof. Mishra remains focused on strengthening the university's relations with the broader community, recognising the importance of PR in building bridges between academic institutions and society.

The seminar also showcased how CSU has grown in stature under the leadership of Prof. Shrinivasa Varakhedi. Prof. Mishra proudly stated that the media now actively seeks out interviews with the Vice-Chancellor, a clear indicator of CSU's rising prominence. "Once upon a time, I had to approach media outlets for coverage," he said. "Now, journalists are coming to us, acknowledging the status of CSU, which is recognised alongside leading institutions like JNU and DU."

The Inauguration of Vaidarbhi and Sanskrit Vartapatrika Exhibition

Another key moment in the seminar was the inauguration of an exhibition featuring the Vaidarbhi and Sanskrit Vartapatrika publications. Prof. Ajay Kumar Mishra, an academician and critic, opened the exhibit, taking time to review several issues of Vaidarbhi and inquiring about the background of various interviews and articles. One particular highlight was his reflection on the first issue, which included an interview with the Hon'ble Vice-Chancellor, Prof. Shrinivasa Varakhedi. This interview, conducted by Shri Phanshikar at The Hitavada office, was a milestone for the Vice-Chancellor, introducing him to Nagpur's academic circles. Prof. Mishra reiterated the Vice-Chancellor's enduring message: "Sanskrit for the Future."

Public Relations: A Commitment to Community

Prof. Mishra's contributions during the seminar highlighted the critical role of a PRO in shaping an institution's image and building long-term community relations. He remarked, "A PRO is responsible for every word spoken or written about the institution. We are the face of the university, and our commitment is to serve the community." This commitment has not only enhanced CSU's visibility but also strengthened its relationship with key stakeholders, both within and outside the academic sphere.

Prof Mishra presented his book titled 'Uttar Aadhunikta aur Sanskrit Kavita' to Vice Chancellor Prof. Hara Ram Tripathi.

Prof. Tripathi along with Dr. Renuka Bokare, the Convener and PRO, honoured Prof. Mishra with books published by the University and a ceremonial shawl.

As CSU continues to rise in prominence, the lessons shared at the seminar will resonate with future PR professionals and educators alike.