New Delhi: The Public Relations Council of India (PRCI) has appointed communication strategist Baldev Raj as Chairman of its Delhi Chapter, marking a swift leadership transition following his six-month tenure as Vice Chairman.
The move comes amid significant shifts in the communications landscape, with growing concerns around declining institutional trust and the rise of misinformation. According to the Edelman Trust Barometer, societal trust continues to decline, with nearly 70% of people expressing concerns about misinformation being used as a weapon—underscoring the need for stronger leadership in the sector.
Raj’s appointment is being viewed as a strategic decision, driven by his recent momentum in the industry. His firm, Prius Communications, has secured multiple industry accolades in a short span, reinforcing his reputation as a growth-focused and innovation-led leader.
Under his leadership, the PRCI Delhi Chapter is set to roll out a new agenda aimed at repositioning public relations as a core leadership function. Key initiatives include the launch of an AI Ethics & Integration Framework, the creation of a C-Suite Advisory Council to strengthen strategic engagement, and the transformation of the Young Communicators Club into a mentorship-driven accelerator.
Commenting on the appointment, M.B. Jayaram, Chairman Emeritus and Chief Mentor, PRCI, said, “This wasn’t a question of succession; it was a question of strategic necessity. Baldev’s track record of innovation, demonstrated by his recent accolades and his firm’s explosive growth, made it clear that we needed his vision and velocity at the helm, now. We are entrusting him with the mandate to future-proof our profession.”
Reacting to his elevation, Baldev Raj said, “Our profession stands at a crossroads. We can either be consumed by the tidal wave of AI-generated noise, or we can become the indispensable human strategists who provide clarity, build conviction, and restore trust. My agenda for PRCI is not about incremental change. We are launching a series of initiatives, the likes of which this council has never seen before, designed to elevate our members from communicators to essential leadership voices.”
“AI can give us unprecedented efficiency, but it cannot architect wisdom. It can mimic empathy, but it cannot build genuine relationships. We will champion a new paradigm: a ‘human + machine’ model that weds the power of artificial intelligence with the irreplaceable value of original human thinking,” he added.
Baldev Raj currently operates at the intersection of reputation management and business strategy as Founder and Chief of Prius Communications. His portfolio includes specialised verticals such as Prius Healthcare, focused on critical communication in healthcare, and Prius Brand & Business Partner, which works with C-suite leaders across sectors to build and scale brands.
