AI, Algorithms and Audience mindset discussed at PRCI Guwahati Webinar
As digital platforms continue to reshape the way people consume information, understanding audience behaviour has become increasingly important for communication and public relations professionals. Against this backdrop, the Public Relations Council of India (PRCI), Guwahati Chapter, successfully organised a national webinar titled “The Psychology of the Scroll – How Audience Mindset Shifts Across Platforms.”
The virtual session brought together nearly 50 participants, including industry professionals, corporate communicators, academicians and media enthusiasts, for an engaging discussion on digital behavioural psychology, content consumption patterns and emerging technologies.
The webinar featured a panel of experts who examined how different social media platforms influence user attention and engagement. Gaurav Gautam Saha, communication specialist and member of the PRCI Guwahati Chapter, presented an in-depth analysis of audience behaviour across major digital platforms such as X (formerly Twitter), Facebook, YouTube, Instagram and LinkedIn.
Focusing particularly on LinkedIn, Saha explained the platform’s distinct algorithmic characteristics and discussed concepts such as doomscrolling and the psychology behind digital communication. He highlighted strategies through which content creators can transform passive scrolling into meaningful engagement by delivering value-driven content.
The discussion then shifted towards the growing role of Artificial Intelligence in communication and content creation. Rajshree Goswami, Joint Secretary of the PRCI Guwahati Chapter, spoke extensively on AI-driven content applications and the evolving role of automation in digital communication.
Introducing advanced tools such as Claude Code, Goswami explained how rapid AI adoption and product marketing innovations are transforming creative workflows. She also underlined the importance of aligning content strategies with changing audience mindsets through personalization and data-driven insights.
The webinar concluded with a presentation by Subhankar Banerjee, Founder of Seven Sense Communications and Chairperson of the PRCI Guwahati Chapter, who also moderated the session. Banerjee discussed the evolution of modern public relations, comparing contemporary digital communication practices with traditional PR approaches and classical media theories such as the Magic Bullet Theory and Cultivation Theory.
He emphasized that while communication channels and distribution mechanisms have evolved significantly in the digital age, the fundamental human need for authentic storytelling and emotional connection remains unchanged.
The event highlighted PRCI’s continued commitment to equipping communication professionals with contemporary knowledge and practical insights required to navigate an increasingly digital-first environment.
The webinar was attended by several senior PR practitioners from the PRCI National Executive, including M B Jayram, Geetha Shankar, Dr. T. Vinay Kumar, TVS Narayan, Bibhatsu Saha and PRCI Assam State Head Nurul Islam Laskar.
The Guwahati Chapter has also recently strengthened its outreach to young communicators by inaugurating two Young Communicators Clubs at Assam Don Bosco University and Girijananda Choudhury University. These initiatives aim to provide students with opportunities to interact with experienced PR professionals and bridge the gap between academic learning and industry practice.
