Mumbai: The Digital Personal Data Protection (DPDP) Act, 2023, marks a significant shift in India’s data privacy landscape, bringing new challenges and compliance requirements for industries reliant on information flow, including Public Relations (PR) and journalism. While the Act primarily aims to protect personal data and regulate its processing, its broader implications could impact the way PR professionals engage with media and how journalists source and report news.
Its impact on PR professionals focuses on stricter data handling. PR agencies frequently collect and store journalists’ contact details, media lists, and client databases. The DPDP Act mandates explicit consent for data collection, potentially complicating outreach strategies.
PR campaigns that utilize consumer data for targeted communications must now navigate stricter regulations, ensuring lawful and ethical use of personal information.
Brands and agencies working with influencers must be cautious about how they collect, store, and share personal data, ensuring compliance with the Act.
While the Act provides exemptions for journalistic purposes, its interpretation could be debated, especially when dealing with investigative journalism and whistle-blower cases. With individuals having greater control over their data, sourcing information from public records, social media, or databases may face new hurdles.
Journalists and media houses may need to be more cautious about handling personal data in their reporting, ensuring they don’t violate the privacy rights of individuals.
The DPDP Act presents both challenges and opportunities for the PR and journalism industries. While it reinforces ethical data practices, it also calls for greater vigilance in communication strategies and information dissemination. Industry stakeholders must stay ahead by adapting to compliance norms while continuing to engage effectively with their audiences.
MadeInmedia.in’s Kalpana Ravi spoke to PR industry professionals on the act
Yashika Arora, PR Head, Mrig Sight Media, India’s Digital Personal Data Protection (DPDP) Act marks a significant change in the PR industry. We gather, store, and use data for strategic communication, and we define it again. As patrons of brand reputation, PR professionals should now prioritize data privacy, which ensures compliance in media interactions and stakeholder engagement.
With stringent rules on personal data handling, PR campaigns should be designed with clear consent mechanisms, safe data storage, and responsible use. One of the main elements of PR, personalized outreach will now require maximum accountability, which limits cold outreach and unwanted communication.
Additionally, crisis management strategies should be conducive to regulatory investigation, expecting data violations with organizations rapidly and transparently. This change allows PR professionals to create confidence by advocating moral communication practices. For brands that embrace data privacy as part of their story, stakeholders will strengthen confidence. The DPDP Act is not only a legal obligation, but a strategic imperative that will shape the future of reputation management in India. As PR leaders, we should integrate compliance in storytelling, and ensure that data protection is essential for moral and effective communication.
Suhas Tadas, Senior Vice President, CONCEPT PR, “We are in the age of Data. India generates 20% of the world’s data and according to estimates only 2% of it is stored in India, while rest of it is processed outside of India at a cost. In that context, DPDP becomes a significant factor in determining potential issues for companies as they become fiduciaries of personal data of their stakeholders. Public relations will have a bigger role to play in managing data privacy issues through effective communications. Tech brands will increasingly turn to PR for safeguarding their reputation. So, DPDP will have a positive impact on PR industry.”
Neha Jindal, Assistant Vice President Passion 4 Communication, “India’s Digital Personal Data Protection (DPDP) Act is a significant step toward controlling the use of personal data in the digital space and its impact on the PR industry is set to unfold gradually. In an era where data-driven communication is integral to public relations, compliance with data protection norms is crucial.
The periphery of the regulation emphasizes transparency, accountability, and responsible data usage, requiring PR teams to be more mindful of how they leverage personal information for campaigns, media outreach, and stakeholder engagement. PR professionals must navigate this evolving landscape by ensuring transparency in data collection, secure handling of personal information, and adherence to consent-driven communication practices. Further, with stricter norms on data sharing and international data transfers, PR firms handling global accounts must ensure compliance across multiple jurisdictions.
Striking the right balance between targeted outreach and regulatory compliance will be key to building trust and maintaining credibility in the industry”
Abhinay Kumar Singh, Founder & MD of Adgcraft Communications, The Digital Personal Data Protection Act (DPDP Act) of 2023 marks a paradigm shift in India’s data protection landscape, compelling the PR industry to prioritize transparency, consent, and data minimization. As we navigate this new era, PR professionals must seize the opportunity to innovate, build trust, and demonstrate their commitment to ethical data handling practices.
The DPDP Act’s emphasis on data privacy as a fundamental right raises the bar for businesses, requiring them to handle personal data lawfully, fairly, and transparently. By prioritizing consent, data minimization, and transparency, PR agencies can build stronger relationships with their clients and stakeholders, and establish themselves as trusted partners in the digital ecosystem.
As the PR industry adapts to these new regulations, we can expect to see a shift in focus from data collection to data protection, and a greater emphasis on ethical data-driven strategies. By embracing this change, PR professionals can unlock new opportunities for innovation, growth, and success.
Nidhi Sabbarwal – Director PRtainment Media & Communications PL.,“The Digital Personal Data Protection (DPDP) Act is a paradigm shift in personal data management across sectors. For the public relations (PR) sector, it brings both challenges and opportunities. As PR practitioners deal with a lot of personal data through customer interactions, media relations, and content strategies, the Act has clear directions on transparency, consent, and accountability. Being aligned with these strict rules is important but it also presents an opportunity for PR agencies to establish more trust from their audiences and clients. Placing data protection and respecting people’s rights on priority not only guarantees compliance with the law but also sets one’s brand apart in a world where privacy is a growing concern. The changing landscape calls for a reshaped model of campaigns reliant on inputs where data practices are driven by ethics. As India embraces a more privacy-focused future, the DPDP Act is reshaping the PR industry by urging professionals to integrate data protection into their core values, ultimately empowering them to deliver more transparent, impactful, and trust-based communication.”
Surabhi S. Kapoor, Founder, Pitch Perfect, “With over 760 million internet users in India and rising concerns around data privacy, the DPDP Act is a game-changer for the PR industry. It compels agencies to prioritize consent-driven communication, making transparency and data ethics non-negotiable. While this strengthens consumer trust, it also demands sharper data compliance strategies. From refining influencer outreach protocols to ensuring GDPR-like consent standards in media databases, the Act challenges PR agencies to evolve from mere storytellers to responsible data custodians. According to a 2024 PwC report, 72% of Indian consumers are more likely to engage with brands that are transparent about data usage—making privacy compliance a competitive advantage. At Pitch Perfect, we see this as an opportunity to be more creative and strategic, finding innovative ways to build authentic, data-respectful connections. The DPDP Act ultimately reshapes the PR landscape, making trust and accountability the cornerstone of every campaign.”
Simer Motiani, Founder of Stellaratti Brand Consultants, “The DPDP Act is actually revitalizing the art of PR rather than restricting it. At Stellaratti, we’ve embraced these privacy regulations as an opportunity to focus on what truly matters – authentic storytelling and genuine connections. While many see the Act as just another compliance checklist, we’ve found it encourages more thoughtful, creative approaches to campaigns. Our boutique agency model has allowed us to quickly adapt, emphasizing quality relationships with media partners and influencers over quantity-based strategies. This shift aligns perfectly with what we’ve always believed: that the most effective PR comes from building trust and crafting meaningful narratives, not from collecting information. In many ways, these regulations are helping our industry return to its most valuable roots.”
Ashad Hussain, Senior PR Professionals, with India generating nearly 20% of the world’s data, the DPDP Act is a landmark regulation that will redefine how industries, including PR agencies, handle personal information. PR professionals and agencies routinely manage vast media databases, journalist contacts, and stakeholder information, making compliance with data protection laws more critical than ever. The shift from mass outreach to a consent-based, transparent approach will require agencies to rethink their strategies, ensuring explicit permissions for data use while maintaining effective media relations.
Additionally, with stricter norms on data storage and international transfers, PR agencies working on global campaigns must navigate multiple layers of compliance. While this may seem restrictive, it presents an opportunity to build stronger, trust-based relationships with media and stakeholders. The future of PR lies in ethical, responsible data handling, and agencies that adapt to this evolving landscape will lead the way in shaping credible and compliant communication practices.