Think Before You Share Media Contacts: How India’s DPDP Act Impacts PR

How many times have you seen a journalist tweet angrily about getting spammed with irrelevant PR pitches? Or worse—threaten to block an entire agency if their details aren’t removed from mailing lists?

If you’ve been in PR long enough, you’ve definitely seen it happen. And let’s be honest—we’ve all been guilty of sharing a journalist’s number in a WhatsApp group at some point.

But here’s the problem: That’s now illegal.

India’s new Digital Personal Data Protection (DPDP) Act, 2023, is here. And for PR professionals, this means we need to completely rethink how we collect, store, and share journalist contacts.

What Are the DPDP Rules?

The DPDP Rules mandate the responsible handling of personal data, emphasizing principles like consent, data minimization, secure storage, and accountability. Organizations must collect, process, and share data only with explicit consent and for a specific purpose. Violations can lead to significant penalties, both financial and reputational.

Let’s break it down.

What’s Changing for PR?

PR works on relationships. We reach out to journalists, pitch stories, and keep track of who covers what. That means we store a lot of personal data—phone numbers, emails, publication details, Twitter handles, and more.

The DPDP Act says:

• You can’t store or share personal data without permission.
• Journalists must agree to be on your media list.
• They should have a clear way to opt out.

Fail to follow these rules? You could face fines up to ₹250 crore. 😳

1. Media Lists Need Permission First

Be honest—when was the last time you asked a journalist before adding them to a media list?

Most PR teams either inherit lists, buy databases, or get contacts from friends in other agencies. Now, under Section 6 (Consent-Based Processing) of the DPDP Act, that’s not allowed anymore.

What You Need to Do Now:

• Ask journalists for permission before adding them to your database.
• Make it easy for them to opt out (like replying “REMOVE” to an email).
• Use PR tools that allow journalists to manage their preferences.

If you don’t? Expect angry emails, public call-outs, and maybe even legal trouble.

2. WhatsApp Media List Sharing is Now Risky

Let’s say a you need a journalist’s number urgently. Your first instinct? Drop it in a WhatsApp group.

We’ve all done it. But Section 15 (Third-Party Sharing Restrictions) of the DPDP Act says this is not okay—unless the journalist has given clear permission to share their details.

If they haven’t, you could be violating privacy laws just by sharing a number with your own colleague!

Respect Journalists's Privacy (and requests too)

Journalists have been complaining about spammy PR emails for years. Now, they have a legal way to fight back. Under Section 4 (Purpose Limitation), you can only contact someone if they have agreed to it. Sending random press releases to journalists who never opted in? That’s not allowed anymore.

How Practical Is This, Really?

PR and Journalists: Two Sides of the Same Coin (As much as one might disagree! ) PR and journalism have always been deeply connected. Both tells stories; but differently. PR professionals rely on journalists to get media coverage, while journalists depend on PR to get credible sources and news updates. But let’s be real—how practical is it to get consent from every single journalist before reaching out?

Think about it. There are hundreds of PR agencies and freelancers reaching out to the same pool of journalists. A single journalist might get dozens of consent requests every week. Most journalists are already overwhelmed with emails—will they really have the time to approve each one?

On the other hand, PR agencies can’t function without media lists. Breaking news doesn’t wait for consent forms, and journalists still want relevant stories—they just don’t want spam. So where’s the middle ground?

Conclusion

The DPDP Rules mark the beginning of a new era in personal data protection, challenging PR professionals to rethink how they handle journalist information. While compliance may seem daunting at first, the long-term benefits of fostering trust, professionalism, and security far outweigh the challenges.

By taking proactive steps to align with these regulations, the PR industry can not only safeguard its operations but also set a new standard for ethical communication practices.

The question is no longer whether to adapt—but how quickly and effectively we can do so.

But next time you’re about to drop a journalist’s number in a WhatsApp group, ask yourself:

"Is this worth a ₹250 crore fine?"

Reproduced with permission from Shashank Bharadwaj, integrated communications strategist, founder at WebX IMS.