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Communications professionals are never really given the due they deserve. While they are generally supposed to convey what is happening in their respective organizations, on most occasions, organizations actually end up doing what the communications people would want to convey to the external audience. Many recent phenomenon of global importance show that, the messaging, the narrative building around an event becomes more important than the event itself. The advent of new media has tremendously enhanced the importance of the role of communications or public relations professionals. Gone are the days, when an organization would gain popularity or traction among its target audience on its own, or a lazy press release at the end of an event would be sufficient to convey the desired message. This book tries to explore how new media tools are changing the profession of public relations in the Indian context. With separate chapters on how the government run PR is responding to this change and how the corporate world is reacting, the book tries to analyse all possible facets of this change. This effort would certainly be of great value to young PR professionals as well as students who wish to pursue public relations as a profession.