Public Relations is an increasingly difficult subject in a fragile world. Public relations has been no less affected by war, politics, technology and social change than any other industry. What makes it unique is that it’s the fine point where business, science, and raw human experience meet. This is most often seen in the acknowledgment of PR’s pull on customer engagement and public opinion, while also calling for more accurate scientific measurement of its effect on the bottom line. In this discussion, Francis Ingham, Director General, PRCA talks about some of the toughest aspects of public relations: morality, ethics, technology and the future. And where we might find answers. The podcast is in partnership with the BCMA. The BCMA is the global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry. To know more about the BCMA, go to www.thebcma.info CoPartnered with Atharva Marcom, India's smartest PR firm. Karnvir Mundrey, the Chief Ideation Officer of Atharva Marcom, is also President of BCMA India. Reach out to them at www.atharvamarcom.com or atharvamarcom@gmail.com.