"In the digital world, PR agencies will have a much larger play." This statement by Amitabh Kant, the CEO NITI Aayog, at a recent public relations and communications awards gathering, received thunderous applause from the audience. He said what everyone there wanted to hear. This is precisely what most PR agencies have being vying for since the time digital media took the communications industry by storm. And here’s why I think it’s time for PR’s time in the sun.