By NE NOW NEWS
Guwahati: The Public Relations Council of India (PRCI), Guwahati Chapter, organised a national webinar titled “The Psychology of the Scroll – How Audience Mindset Shifts Across Platforms” to discuss changing patterns of digital audience behaviour and emerging trends in public relations.
The online event brought together around 50 participants, including communication professionals, corporate communicators, academics and media enthusiasts from across the country.
Speakers discussed how different social media platforms influence user attention and engagement.
PRCI Guwahati Chapter member Gaurav Gautam Saha spoke on user behaviour across platforms such as X (formerly Twitter), Facebook, YouTube, Instagram and LinkedIn.
He also discussed concepts such as doom scrolling and explained how content creators can encourage more meaningful audience engagement, particularly on LinkedIn.
Joint Secretary of PRCI Guwahati Chapter Rajshree Goswami spoke on the use of artificial intelligence in social media and content creation. She outlined the role of AI tools, including Claude Code, in shaping marketing strategies and improving content personalisation and automation.
Subhankar Banerjee, founder of Seven Sense Communications and Chairperson of the PRCI Guwahati Chapter, presented a framework on modern public relations practices.
He compared traditional PR models with digital communication systems and discussed theories such as the Magic Bullet Theory and Cultivation Theory.
He said that while communication platforms have changed, the need for clear and authentic storytelling remains important.
The webinar concluded with PRCI reaffirming its focus on strengthening skills and knowledge within the communication sector in a digital-first environment.
The event also saw participation from members of the PRCI National Executive, including M B Jayram, Geetha Shankar, T Vinay Kumar, TVS Narayan, Bibhatsu Saha, and PRCI Assam state head and former PRCI Guwahati Chapter Chairperson Nurul Islam Laskar.
PRCI Guwahati Chapter recently inaugurated Young Communicators Clubs at Assam Don Bosco University and Girijananda Choudhury University to provide students exposure to public relations practices and professional mentorship.