Reshaping Corporate Communication

Tanushri Mukherjee is a teaching professional with a rich experience of more than two decades. She specialises in the domains of PR and corporate communication. She completed her PhD in PR and has qualified the University Grants Commission – National Eligibility Test (UGC NET) examination. She has also featured in the July 2021 edition of the IMPACT magazine. She is a recipient of many noteworthy awards, most notably the Indian Conventions Women Achievers Award, the Communication Excellence Honour, the Distinguished Associate Professor Award, the Educator of the Year Award, the Distinguished Teacher for Holistic Development of Students Award, the Teaching Excellence Award, the Media Innovation Award, the Women’s Excellence Award, and many more. Tanushri Mukherjee has served as a session chair, guest of honour, and panellist in various national and international conferences and has published a good number of research papers in reputed national and international journals. She also serves as an editorial board member and reviewer of reputed journals.Pallavi Mishra is an accomplished academician, media scholar, and communication professional with over 15 years of experience in journalism, mass communication, and higher education. She currently serves as an associate professor at the Amity School of Communication, Amity University Rajasthan, Jaipur, India, where she also serves as the NSS Program Officer, chair of the institution’s Innovation Council (established by the Ministry of Education, Government of India), editor-in-chief of the university newsletter and magazine, and media coordinator for the university’s media team.

The trajectory of contemporary Corporate Communication practice has undergone noteworthy development in the digital era with the advent of AI Technology and the emergence of new Tools and Techniques. Digital times have influenced the field significantly, making it more strategic, integrated, data-based and with a more inclusive and stakeholder-oriented approach. The book “Reshaping Corporate Communication: Innovative Tools & Techniques” offers a fresh perspective on contemporary trends and practices in Public Relations and Corporate Communication. It covers key areas like Digital technology's impact on PR, Influencer Strategy in the Digital Era, AI, AR, and VR in Communication and Content Marketing and new dynamics of Visual Identity Management. The book also covers New Trends of Influencer PR Strategy and Political Public Relations which will light the path of emerging PR Professionals.Expert editors, Dr. Tanushri Mukherjee and Dr. Pallavi Mishra of Amity School of Communication, Amity University Rajasthan, India have great treasure of knowledge and experience which is reflected in the chapters.The book's unique blend of theory and practical insights makes it a must-read for those interested in PR, Marketing, Communication, Management and Research in the light of India 2047, where PR has to play greater role in reshaping the trends and practices of building strong stakeholder relations.Ajit Pathak, National President, Public Relations Society of India for past 21 years and Ex. Board Member, International Public Relations Association and first Asian to be the Secretary of the Global Alliance of Public Relations and Communications Management. Ex. General Manager I/C (Corporate Communications Administration, Welfare & CSR) with Indian Oil Corporation Ltd.

• 1. New Trends of Influencer PR strategy 2. Emerging Trends of Artificial Intelligence, Augmented Reality and Virtual Reality as Catalysts of Change in PR Profession 3. Growing Effectiveness of Content Marketing Strategies in the Digital Era 4. New Trends and Tools of Visual Identity Management 5. Innovative Trends in Corporate Culture and its impact on Employee Satisfaction 6. New Media Relations Strategy in the Age of Digital PR 7. Innovative Tools and Strategies of Issue and Crisis Management in the Digital Era 8. New Trends and Practices in Corporate Citizenship and Corporate Philosophy 9. Integrating Celebrity Management in Corporate Communication 10. Changing Dynamics of Political Public Relations and Lobbying: Corporate Engagement with Legislatures