The book explores the current trends, practices, tools and techniques currently at work in Public Relations and Corporate Communication. With an introduction to the evolving landscape of Public Relations (PR) and corporate communication, it discusses the impact of digital technology, changing consumer behaviours, and emerging trends in the practice of communication.

The book sets the stage for the exploration of innovative tools and techniques and in subsequent chapters it enlightens the readers on influencer PR strategy in the digital era, emerging trends of artificial intelligence, augmented reality, and virtual reality, the growing effectiveness of content marketing strategies, the importance of visual identity management in shaping brand perception and enhancing brand recognition as well as the trends in fostering a positive workplace culture. Additionally, it highlights the widespread adoption of artificial intelligence (AI) across PR and corporate communication practices.

The book would find relevance in the departments of Business Administration, Journalism and Mass Communication, Public Administration and Governance, Digital Media and Communication Technology. Additionally, it will be useful to professionals in the field of Marketing, Advertising, Corporate Communication, Media and Public Relations Agencies, Event Management and Promotion. It would also benefit students pursuing courses in Online Media, New Media Technology, Immersive Journalism, OTT and Films.