About the Programme:

Background

The communications landscape is undergoing a profound transformation. Rapid advances in artificial intelligence, the rise of creator-driven media, declining trust in institutions, and an increasingly fragmented digital ecosystem are reshaping how organisations build and protect their reputations. Traditional PR approaches—focused largely on media relations and periodic campaigns—are no longer sufficient in a world where narratives emerge and spread across multiple platforms within hours.




Corporate communications professionals today must navigate complex challenges such as misinformation, digital crises, geopolitical polarisation, regulatory scrutiny, and the reputational risks associated with emerging technologies. At the same time, leaders and employees are becoming powerful narrative carriers through social media, podcasts, and digital communities.




To this end, Confederation of Indian Industry (CII) will organise Batch II of the CII Certified Leadership Programme on Public Relations & Corporate Communications. The programme will be conducted by Mr. Karthik Srinivasan, Communications Consultant (Ex-Ogilvy, ex-Flipkart, ex-Edelman). The course is designed to equip PR and corporate communication leaders with the strategic frameworks, digital tools, and practical insights required to manage reputation effectively in an AI-first, always-on communication environment.




Objectives

The programme aims to help participants:
• Understand how the media and digital communication ecosystem is evolving in the AI-driven era.
• Develop strategies to build, shape, and monitor narratives across fragmented platforms.
• Learn how to leverage social media, creators, and executive visibility to strengthen corporate reputation.
• Understand the implications of AI and emerging technologies for communications, risk, and ethics.
• Build capabilities to anticipate, manage, and respond to reputational crises in real time.
• Integrate public affairs, policy communication, and reputation strategy into a holistic communications framework.