Entertainment PR is the seed that impacts so much of our society: Experts

Entertainment PR or Bollywood PR has evolved greatly over the years. It is no longer limited to print or electronic media, but has made a rapid shift towards digital media. Digital PR is now the new norm in the Entertainment PR industry, where technology is leveraged to its maximum with the introduction of newer innovations.

Today, celebrities of all hues have increased their presence in social media and are far more accessible to their fans than before. This has made the celebs open to scrutiny of their every action and word. Often certain action or uttering can end up offending some section of the netizens and lead to unpleasant situations for not just the celebrity involved, but also the brands that they might be associated with or the projects that they are working on. This could lead to boycott calls for not just the celeb in question, but anything that he or she might be associated with.

Thus, PR agencies and professionals associated with managing celebrities need to be extra vigilant to protect their client’s reputation and also tackle any crisis that might emerge. This has brought Entertainment PR to the forefront of the PR business and the rules of the game are changing.

According to Bollywood publicist Dale Bhagwagar, the future of PR is hybrid. Bhagwagar has been incorporating technology widely in his PR strategies over the years and was one of the first ones to insist on his PR clients signing legal agreements, which were not much heard of in the earlier days. Moreover, he was the first publicist to resort to email communication for sending pictures and press releases to journalists. He is one of the longest-surviving PR professionals in the Entertainment PR industry in India and has been a trendsetter ever since he stepped into the industry.

With the workload for PR professionals increasing over time and a gradual proliferation of many new PR firms and agencies, the PR industry as a whole has become a lot more creative in devising strategies to successfully execute different projects and will continue to witness even more changes brought about by leveraging emerging technology such as AI. The current debates surrounding the regulation of social media and the use of AI are having a considerable impact on the PR industry, with newer rules and guidelines that affect the way publicists interact with fans and promote the projects of their clients.

Recently Bollywood PR.in became the first entertainment PR website formed in India to be present on the Google Play Store with the launch of Bollywood PR, its news app.

Sharing her thoughts on the Entertainment PR industry in India, Dolly Bhatter, CEO, Brand N Buzz, said, “Entertainment PR is the seed that impacts so much of our society, including fashion, music, trends, etc. Entertainment PR has only been growing over the years and all the more after social media and Instagram. Everyone is updated with what the stars and celebrities are doing, making it a lot more powerful in reaching the masses. As PR professionals, our work has evolved to where we are no longer just writing articles, but also coming up with ideas to break the clutter and make sure our artists are seen not only in the traditional form of media, but more so in digital and social media and in the right way, for it to lead to the correct positioning and work.”

Further sharing her views on the situations when brands decide to drop celebrities as brand ambassadors and the role they play in the promotion or success of a movie, Bhatter said, “Depending on the situation, sometimes it could be by tackling it head on, while at other times remaining silent and diluting it with other news may be a way to handle a crisis. Personal reputation is extremely important when it comes to celebrities, and the decisions on how to handle a crisis need to be based on a long-term vision rather than short-term goals. PR professionals have a huge hand in giving a project the buzz that exists, which drives people to their television screens or movie theaters to watch the film. In today’s day and age, the most expensive currency that exists is time and to be able to convince someone to invest their time into watching a film or a show is not easy. It’s a PR professional’s job to make enough noise so that the audience is convinced to spend their time.”

Kubra Chatriwala, COO, Tree-Shul Media Solutions, added here, “If the news is false, the best way is to issue an approved statement to address the situation and contractual obligations. When the celebrity is at fault, sometimes the best approach is strategic silence to let the issue dissipate naturally. PR firms also work on rebuilding artists’ reputation through positive projects and actions to regain public trust.”

Commenting on the latest trends in entertainment PR in India, Dolly Bhatter said, “Spottings, Reels, and trending audios continue to dominate the entertainment industry. It’s a numbers game, where whoever has the maximum amount of numbers in terms of traffic on social media continues to rule the roost. The future can’t be predicted because, with newer technologies, things change by the day. PR as an industry has completely evolved due to social media and continues to by the day. One thing is for sure – that we are learning by the day and changing our strategies because no longer can one stick to the old rules.”

“Entertainment PR has become significantly important in recent years in India due to the increased exposure and accessibility that actors and filmmakers have in the digital age. It has evolved beyond image management and crisis control to encompass the use of social media tools and paid media. Moreover, it is not just individual actors and filmmakers seeking PR representation; even production houses and film projects understand its importance in shaping public perception and promoting their ventures,” said Kubra Chatriwala.

She further noted, “PR works hand in hand with marketing and is typically aligned with the film’s marketing plan and strategy. The do’s and don’ts can vary for each film and the team you work with. PR plays a crucial role in spreading the word, as media is often considered the ‘Fourth Estate’ in democracy, and PR serves as the communication bridge. The latest trend in the Entertainment PR industry is undoubtedly podcasts, which are gaining popularity due to their candid and authentic conversations. The future of Entertainment PR looks increasingly digital, as the industry continues to shift toward a fully digital landscape.”

Namita Rajhans, Co-founder, Shimmer Entertainment, observed, “Earlier, we used to have print and electronic media, but now it’s all digital. If you see you are on digital, you think that you are a star. All the brands and ads want to get into the entertainment field for the influencers and actors to post, because once any big personality or an A-lister posts, it is going to have a lot of revenue for the brand. Entertainment PR is very important because glamour plays a significant role in the industry, to have glamorous faces and do their PR is very important, since these are the people who will take the brands up. If you promote an A-lister or an upcoming A-lister, these are the people who will be able to promote any brand, even if it is paid, you need to make that A-lister so big that the brand also becomes big. Without entertainment, I don’t think any PR is possible because without celebrities, we cannot run any brand.”