PRCI Guwahati Chapter holds National Webinar
REGIONAL: As digital ecosystems grow increasingly complex, understanding consumer behaviour has become the cornerstone of impactful public relations. To address this evolving paradigm, the Public Relations Council of India (PRCI) Guwahati Chapter hosted a highly successful national webinar titled "The Psychology of the Scroll – How Audience Mindset Shifts Across Platforms."
The virtual event brought together nearly 50 industry professionals from various locations of the country, corporate communicators, academics and media enthusiasts for an intensive hour-long exploration of digital behavioral psychology and emerging technologies and trends in Public Relations.
The session featured a stellar lineup of speakers who dissected how platform architectures shape user attention. Gaurav Gautam Saha, a communication specialist and PRCI Guwahati Chapter Member led an insightful segment analysing user dynamics across major networks, including X (formerly Twitter), Facebook, YouTube, Instagram and LinkedIn.
Gaurav placed a special focus on LinkedIn, breaking down the professional platform's unique algorithmic patterns. He addressed critical concepts like doom scrolling and the psychological mechanics of digital communication, explaining how creators can move audiences from passive scrolling to active, value-driven engagement.
Shifting the narrative toward cutting-edge technology, Rajshree Goswami, Joint Secretary of the PRCI Guwahati Chapter, spoke extensively on the deployment and content applications of Artificial Intelligence (AI) in social media and content. Rajshree introduced advanced tools such as Claude Code, detailing how product marketing and rapid AI adoption are redefining creative workflows. She highlighted the critical intersections of automation, personalization at scale, and mapping content strategy directly to fluctuating audience mindsets.
The webinar concluded with a strategic framework presented by Subhankar Banerjee, founder of Seven Sense Communications and Chairperson of the PRCI Guwahati Chapter, who also hosted the session. Banerjee explored the landscape of new-age PR agencies, contrasting modern digital delivery and traditional PR with foundational media communication models like the Magic Bullet Theory and Cultivation Theory. He emphasised that while technical distribution mechanisms have evolved into multi-channel digital systems, the core human necessity for emotional resonance and authentic storytelling remains unchanged.
The event successfully underscored PRCI's ongoing commitment to empowering the communication fraternity with contemporary insights to navigate a digital-first world.
The webinar also had veteran PR practitioners from the PRCI National Executive, including MB Jayram, Geetha Shankar, Dr T Vinay Kumar, TVS Narayan, Bibhatsu Saha, the current state head of PRCI Assam and former Chairperson of the Guwahati Chapter Nurul Islam Laskar.
PRCI Guwahati Chapter recently inaugurated two Young Communicators Clubs at Assam Don Bosco University and Girijananda Choudhury University, where student members get an opportunity to learn from PR practitioners, bridging the gap between students and professionals.