The PR festival which has as theme “Public Relations in the Emerging Global Village” is being organised by the Public Relations Society of India (PRSI). The PRSI which is also celebrating its 50 years existence launched a magazine on that occasion.

PRSI is a national association of PR practitioners which promotes the recognition of public relations as a profession and formulates and interprets to the public the objectives and the potentialities of public relations as a strategic management function. It is closely associated with the International Public Relations Association (IPRA), as regards public relation matters and both have agreed to develop cooperation strategies aiming at combating international terrorism and encouraging media transparency.

IPRA is a forum of PR practitioners worldwide which has as objective to promote the exchange of information and cooperation in all sectors of the profession.

In the context of this festival, two days' working sessions will also be held on the 26 and 27 of August, where participants will be addressing several issues underlining the pivotal role Public Relations has to play today. They are namely; emerging trends in the international public relations, ethics, mass media and PR challenges.

It will be recalled that the PRSI was established in 1958 and served as an apex-organisation in India to promote various facets of Public Relations. Presently it reckons 3 000 members consisting, amongst others, of public relations officers from multinationals and PR professionals from Government, public and private sector and academics.