PR is pivotal in shaping public image & messaging of political parties: Experts

In this election season, attention is on political parties and candidates’ actions and messages. They are using multiple platforms to connect with voters, but it is important to ensure their messages reach the right audience effectively.

Adgully explored political communication and the role of Public Relations in its #GullyChat episode on April 12, 2024. The topic for this episode was – ‘How PR can help enhance political parties/ Poll Candidates’ messaging and engagement with their constituents’. This special episode of #GullyChat is in association with CommsAdda. The esteemed participants included:

Bhaskar Majumdar, Head - Marketing Communication, CSR and Digital, Egis, South Asia

Ankita Tuli, Assistant General Manager - Marketing & PR, Magicpin

Raja Ghoshal, Lead - Corporate Communication & Content Development, Apeejay Stya and Svran Group and Apeejay Education

Subhendu Ray, COE Head - Media Relations, GMR Group

Joyshree Saikia, Head – Marketing & Corporate Communications, TI Medical

Akanksha Jain, Head - Public Relations and Corporate Communications, BharatPe

Akanksha Jain noted, “With the rise of social media, a lot of reputation building is now being done via the social handles of the politicians. Also, social media influencers play an important role in pushing the narrative. Creating viral campaigns can also work towards spinning the electorate in one’s favour.”

Bhaskar Majumdar pointed out that in order to craft a positive image, PR professionals work to create and maintain a positive public perception of their party or candidate. They develop strategies to highlight their strengths, achievements, and positive attributes while downplaying or mitigating negative aspects.”
“While everyone just sees PR as managing media relations, in political PR, the key sections also include – crisis communication, volunteering relations/ management, issues management and corporate tie-ups to help fund-raising action,” said Ankita Tuli.
Subhendu Ray stressed that PR is pivotal in shaping the public image and messaging of political parties and candidates. It strategically manages perceptions, influences opinions, and garners support. PR crafts narratives, manages crises, and engages through media, social platforms, and events.

Discussing the examples of successful PR strategies employed by political parties or candidates, Raja Ghoshal shared, “Internationally, Obama 2008 saw the “Yes we can” campaign. Nationally, no one can beat NaMo in image management in a sustained manner! Even his critics give him that credit.” He also mentioned, “‘Jo dikhta hai wohi bikta hai’ dictum applies here. Politicians who can make a huge dent with their social media presence always get an edge.”

Joyshree Saikia shared a great example here of the “Jai Jawan, Jai Kisan” slogan by former Prime Minister Lal Bahadur Shastri to enthuse the soldiers to defend the country and simultaneously cheer farmers to do their best to increase the production of food grains and reduce dependence on import.