Public Relations Consultants Association of India (PRCAI), joined hands with Mediation Mantras for the first-of-a-kind initiative to support the PR Industry to help resolve professional and commercial disputes through the international best practice of mediation.
Mediation First is an initiative by Mediation Mantras, and is being launched with PRCAI to create awareness around the art and science of Mediation and to help the various stakeholders engaged in formal PR activities use Mediation to resolve disputes amicably.
The Mediation First initiative by Mediation Mantras will help strengthen the PRCAI Voluntary Code of Conduct and help preserve and enrich ethical and professional practices that are core values of the association and to help foster credible relationships between member agencies, their employees, clients, the media, and other PR ecosystem partners.
Deeptie Sethi, CEO of, PRCAI said, “Mediation is a world-class global skill and with growing complexities and growth of the PR industry in India, we are excited to explore innovative solutions that will strengthen PR industry-practices to foster ethical and professional behaviours. Mediation mindset will not only help all of us negotiate a positive, sustainable path to dispute prevention and resolution, but will help build a unified culture to make the public relations industry more professional, ethical and prosperous.”
PRCAI has set up a mediation desk that is operational from March 1, 2023 and monitored by Mediation Mantras, which will give PRCAI Members, their employees, and their clients, access to professional Mediators.
Radhika Shapoorjee, founder and CEO of Mediation Mantras said, “We would like to institutionalise mediation as the first port of call to resolve disputes in the PR industry in an amicable and peaceful manner. We are delighted to bring the benefits of mediation and its best practices to the PR fraternity with this sustainable conflict resolution mechanism. ”
“Members of the PR fraternity will have access to a panel of experienced Mediators who will be neutral and impartial, and will help parties address disputed matters in a constructive, dialogue-based manner, in an effort to arrive at conclusive, even creative solutions to their problem.” Mehernosh Shapoorjee, co-Founder of Mediation Mantras added.
PRCAI’s vice president, Kunal Kishore stated, “The purpose of the Code of Conduct is to develop a culture of mutual respect and heathy dialogue amongst industry members, and to nurture the spirit of one team and one industry. In case a member breaches any of the rules of engagement, or indulges in behaviour that leads to a dispute between client and agency, employer and employee, investor, or community at large, the PRCAI Mediation Desk will help address disputes in their early stages, and prevent them from escalating into crises.”