My lecture for media students
My lecture for media students
The political bosses in India, now altering and ‘selling’ the distorted images of their opponents, thanks to the PR Cold Wars. The unsuspecting voters don’t even realize this image engineering and the new warfare of the customized ideological battles
Definition: The PR Cold War is a state of conflict between two different interest groups that does not involve direct propaganda but it’s pursued primarily through indirect publicity measures and the dark propaganda. In this type of a Cold War instead of weapons, PR twists and altered content is used against the targeted party or people. You may call it Dark PR or PR Voodoo!
Scope: Once Rahul Gandhi alleged that an army of the publicists work day and night to target his image. And everybody laughed. Even the Congress didn’t took it as a PR challenge. Factually PR Cold War is a PR mission in which a political party targets its opponents, using all sorts of verbal and non verbal publicity resources. Many of the leaders have not even heard about it. A PR Cold War basically aims at tarnishing the image of competitor in a s subtle way without being noticed by others.
Mechanism: Everyone wants to get benefited from the relations, particularly the politics is developing, maintaining and using relationships only. The politicians keep trying non stop to build their credibility and the best thing, naturally their opponents want to do naturally is downsizing them. The whole exercise now becoming popular all over the world among the politicians. Due to various reasons the professionals don’t do it openly and they neither bill it this way. The PR industry uses many strategies such as maligning image (s), stripping personalities socially to make them unacceptable and creating a horrible image of the targeted person using all sorts of engineered content. that mask the truth and uncover the massive shit around.
Not Irreparable: The Dark PR is the best loved strategic PR tool. It hardly gives the targeted opponent any chances of gathering the courage to stand up early and admit, “Yes, this much fault is mine, and now I want to set things right. I promise you that haven’t disguised the truth in any manner.” Professionally the Dark PR fallout is not deadly, it may never ruin anyone’s image and reputation forever. Handled carefully the bounce back is better than ever.
Principles : Make opponents’ life miserable, in whatever manner. Like CIA’s Chief J. Edgar Hoover instructed his agents, ” If you don’t have much to do, just keep urinating on the enemy camp. At least it will smell foul from both the sides and make their life miserable.” This is the commonest principles the PR Cold War is based upon. Smart publicists keep ‘urinating’ on their opponents to make them appear smell foul socially without any logic. This is actually a process of destroying someone’s reputation and identity to the extent it is irreparable. It’s paying attention on harming your opponents’ image instead of maintaining your clients’ positive reputation.
A PR Cold War is a war without any reason. It’s full of professional smear strategies, political espionage, propaganda and information mining because the data is invariably crucial for every PR Cold War Mission.
Reputation Bleeding: The PR Cold War is virtually like any surprise terrorist attack but it never is a suicidal mission, to save the professionals operating it. Its full scale good PR with bad intentions. It’s not like stabbing someone. It’s not like bombing or shooting someone. It’s just giving someone a sharp and minor blade cut and left him bleeding. By the time he tries to recover, give another cut. So, it’s death by reputation bleeding. The PR Cold Wars require a lot of research. This method initially evaluates the PR Security of the target and evolve a set up. It also assess the possible PR threats, vulnerabilities and attack strategies.
Example: Just think. Is it merely by chance that all the Chief Ministers in India who could emerge as third front leaders are being constantly & systematically targeted socially, publicly and personally. On the other hand the ruling party admitting and accepting the controversial leaders without giving a reason, why its ignoring their earlier outbursts and mistakes, they were enjoying & exploiting? The political parties are huge ideological groups but they also have many irresponsible members and officeholders, that serve as the fuel for the disinformation operations. Any mistake they commit is engineered and blown intelligently to bombard the targeted political party.
Strategies: The PR Cold Wars are of several types. Being the indirect types they usually depends on the enemies, mistakes and circumstances that may fuel the disinformation team. Like the Judo, the PR Cold Wars also use the power of the enemy to harm him. Since recently the Telangana Chief Minister KCR has started the discussion on the third front hence he is the primary target these days. I will brief you about the types of PR Cold Wars just by giving the examples of attacks KCR suffered these days.
(i) Tunnel Attack: The tunnel attacks are unilateral attacks in which the propaganda bases on a real fact and distorts it suitably. The defender doesn’t have any chance to say anything first hand, if the PR team is not very proactive. Recently the Telangana Chief Minister KCR just missed a step and fell to the ground while coming out of his chopper. Someone promptly recorded it and posted on the web and instantly it becomes a viral video getting millions of hits and thousands of shares. If you see this video you will realise that after KCR missed a step, he almost instantly bounced up again. If he was not fully in senses, it could haven’t been near possible. In other smaer campaigns the targets are also shown smoking cigarette, dancing in a party, smiling for a selfie with a fan, who actually a planted person with suspected background, handshaking with college girls or wives of some officers and even getting a massage. Some huge bungalow is shown and declared its build using only black money. Such images help create their bad brand image and spoil their reputation.
(ii) PR Landmine: This strategy basically uses such vulnerable circumstances that can easily be mastered the other way. Like when Pakistan’s First Lady Begum Sehba Musharraf with her husband General Parvez Musharraf met at the state dinner in the President house at New Delhi, the ISI deliberately used a particular photograph to malign Indian Prime Minister, after the Agra Summit failed without any outcome. The photograph in question showed PM Bajpai looking at Mrs Sehba in an unusual way while Sehba seems disinterested and not even looking at the unmarried Prime Minister. This matter didn’t flare up as expected because un that photo Mrs Muhrraf seen extending her hand, unusual and unexpected courtesy, while Mr Bajpai not. The looks in his eyes were equated with this gesture. So, this landmine could not blast.
(iii) Content Disinformation : This is the most easy and a favorite Propaganda Method in which the target is either video recorded or photographed very clearly while doing something. Later this content is mastered or doctored to suit the intention. The best example is the way Rahul Gandhi is made a joke using the same trick.
This method is supposed to be very versatile and extremely powerful. The PR machinery usually exploit even scripted opportunities like this one, in which an unsuspected target is harmed beyond easy repair. See video.
The target sometimes recorded using TV or any other media stream and the content is doctored later. A huge team analyzing the procured, edited and doctored content frame by frame. After a day or two this content is edited, filled and touched up with effects and released on unsuspected yet popular handles with purchased following of millions of people all over the world. See this video showing Telangana Chief Minister KCR actually speaking in the assembly and the video showing him fully drunk, by just using slow motion technique, creating a doubt that they spoke in a drunk state.
This content went viral in no time but eventually failed to confuse the Telangana people who have seen KCR speaking in his typical lightening style. See his original style here.
The PR Trojans? : Borrowed from the story of the wooden horse used to trick the defenders of Troy into sneaking soldiers into their city. The PR Trojan Horse is a PR Mercenary that hides inside the enemy system easily.
In the political PR the most easy PR Trojans are the near retirement officers, the money shark media person and the clerks of the various Secretariats. The needy security personals also serve the same purpose to leak sensitive inputs. There are a wide variety of PR Trojan mercenaries and that’s a complicated discussion. The Trojans are divided into various sub categories and they perform an array of complicated tasks. Sometimes a lower set of Trojans also used to infiltrate, steal the secret data and hire similar Trojans unsuspectingly. For the first time in the history of this country such operations are being carried out on a large scale and practically all the big political parties have multiple sets of Trojans
Yes we are experiencing a state of full fledged PR Cold War in India. KCR is the first casualty and before 2019 many more such timed explosions are ticking. The KCR is one of the apex chief ministers who are trying to evolve a third front before 2019. The other leaders under attack are Niteesh Kumar, Arvind Kejriwal, Naveen Patnaik and Akhilesh Yadav.
Conclusion: The PR Cold War has to be swift and fast. It’s more successful if it works before getting noticed. One example of such a failed attack is the full page advertisement released in all the major newspapers by the ruling political party. The theme was a tree (India) with many branches, with an Owl (representing the Chief Ministers of different states of India)sitting on each branch with this line “Har Shakh Par Ullu Baitha Hai, Anjame Gulistaan Kya Hoga?” Reflecting that most of the chief ministers of that political party are Owls -ruining their respective state. This so harsh usage of phrase caught the attention of every opponent party. And that advertisement boomeranged. Soon another advertisement appeared in every big news paper and channel showing, a tree (India) with many branches, with ONLY one Owl sitting in the middle of the tree (representing the Prime Minister of India), with the following slogan: “Bas Ek Hee Ullu Kaafi Hai Barbad Gulistan Karne Ko.” This counter PR attack nullified the initial immense impact of that campaign much before it could progress ahead..
The present PR Cold War is aimed only at propagating ideologically doctored content to the targeted audiences. Its mechanism is still the most unexplored and rarely studied area of public relations. Its scope is massive, not well understood and far reaching. The opposition is also desperately trying to propagate some twisted facts but has failed to gather any ground despite a few thousand likes. See this video,
No doubts such contents are well produced and interesting but they may serve only as entertainment without transforming anything on ground. There are various important PR lessons that can be learned just by looking at how public relations influenced opinion can affect the mood of the targeted public.This is not a coincidence. India is experiencing it’s existence’s first full fledged PR Cold War. The targets unprepared while their reputation being slaughtered ruthlessly.
Hiroshima-Nagasaki were destroyed by atomic bombs yet Japan recovered. The Congress party was practically rooted out of Indian Politics yet it bounced back. Donald Trump was declared the most unlikely and hated candidate yet he became the U.S. President. What makes such successes happen? Is it the destiny or doing what you can? Can we reverse the career disasters we experienced or apparently heading towards?
Karmic Theory of Destiny: Apart from authoring a variety of nonfiction bestsellers, I have also authored many astrology and fortune telling books as well. So, I am pretty aware of this fact that there is no such thing as inevitable destiny. Have you noticed several astrologers and numerologists often suggest their clients to wear gem stones, perform certain rites and even suggest to alter the names of the people, products and places. Why? To alter, affect or avert destined disasters? It means, the destined outcome can be altered, tailored or changed all together.
According to the Karmic Theory of Destiny our future depends on what we did in our past lives and what we do in this life.
In this equation the Prarabdha is your past life karma and the karma is what you do or try to do in this life. Cancelling the past life and this life expressions, we get only Karma, that means our destiny depends only on what we think, try to do and eventually do in our life time. Some ancient discourses argue that since Prarabdha can not be changed hence there is no meaning of what we do because ultimately we get rewards and punishments as per our past life karma.
Ancient Hindu scripture, The Bhagavad Gita (bhagavad-gītā), often referred to as simply the Gita, is basically the only religious work that teaches a lot about how not to be afraid in life. The Gita is available in all the languages throughout the world. Basically it is a part of the Hindu epic Mahabharata (chapters 23–40 of the 6th book). The Gita is 700 Sanskrit verses, in the form of dialogue between Lord Krishna and his friend Arjuna.
Perform & Outperform : Every careerist must get inspiration from the Gita because the Lord Krishna tells, ” It’s not those who lack energy or refrain from action but only thosewho keep working without expecting any reward, achieve greater and better goals in life. Nothing can harm such people. Not even the destiny.” It is obvious from this teaching that the God Almighty only favors constantly working people. Further Lord Krishna elaborates, ” Do everything you have to do, but not with greed, not with ego, not with lust, not with envy but with love, compassion and devotion to what you see as the purpose of your life. And you will find that your failures will become your strengths and make you invincible.” Here it’s taught that one who improves his working by learning from the failures, eventually attains better victories and never fails again.
The Power of Karma: Lord Krishna explains how Karma yoga, i.e. performance of prescribed duties, but without attachment to results, is the appropriate course of action. In the next chapter he reveals that the knowledge has no Religion. He elaborates further that the one and only God favors those, who keep performing their duties and their is nothing better than doing your duties only. Anybody may improve ones life by doing what is best to do in given circumstances without finding an excuse to forgo action, because doing what you may do is superior, because it may even alter your destiny. The Gita may inspire any struggling job seeker. It teaches us that the virtue of our actions is incredibly faster and it really works three times faster. The Karma or doing your best is very important because the God really protects his children who have faith in him and has surrendered to him. This surrender is not at all doing nothing but in fact it’s doing what best you may contribute towards your life struggle. Lastly the Gita says, ” When you keep performing your duties sincerity and forget what might be the outcome of your good actions, then the almighty takes command and gives you the best.”
So, if you think your career is drowning and you don’t see any help around, instead of cursing the bad luck you must try harder and in a better manner to get help. Your such endeavors will keep you not only alive but also help you reversing your career destiny.
Reversing Career Disasters : Like Dietetics and the Cancers, I think the Career Disasters are also of several types.
The Zero Stage: The zero stage of a career disaster is being jobless. You have the desire and some qualification also but no career. You waiting a lot. Tried a lot. Applied a lot. Yet no job.
The Impending Doom : The first stage career disaster is that you have a job but things are rapidly becoming out of hand at the works place and either you feel like quitting it or being kicked out soon.
The Career Rot : This is a more serious thing. You feel ignored and sidelined at the work place and feel like being forced to either quit or suffer more humiliation. This will require better efforts and re-engineering your career options.
The Expired Career : You served your tenure and now leading a retired life. Still want to do a lot but no options coming your way. Your career is seemingly dead, despite your capabilities, experience and potential.
For all the situations mentioned above, there are some established strategies to re engineer career disasters.
Strategies of Reversing Career Disasters :
Reversing Career Disasters is actually learning the steps to achieving your career priorities in a given situation. You must clearly know that which stage of career disaster you are suffering? After this assessment try to apply the success principles to the given situation.
Find Yourself : The first remedy is to decide what you want to do? Remember, its NOT what you want to become, what you should be, what salary you should get and what your employer should do for you. It’s just what you want to do? What is your specialization? What best you may do? What you may do easily? What purpose you have in life? If you value freedom, purpose or power or than doing anything, then you should first correct your thinking. Nobody will give you any job to help you realize your fantasies. Better write down who you want to become and follow that exercise up with the skills you’ll need to learn in order to be that person. You will easily be something in sometime when you start (remember Karma here) being it. Its not easy but finding your past mistakes and without getting frustrated just eliminate those faults without ever repeating them. This small change will eventually accelerate your career progress. Throughout life keep this improvement system working- Trying, Failing, Re-Organizing, Removing Faults, and Repeating what you learned!
Big Failures lead to Big Success: Throughout the history of mankind and the civilizations we find a lot of hugely successful people in life who failed multiple times but became successful because they never gave up. They faced the problems without fear and ultimately they won.
Like I already referred the Gita above, the Life is only hard work & patience. The greatest scientist of all times Albert Einstein failed 104 times, before he was noticed. The world famous Walt Disney failed 302 times before pioneering his legendary cartoon characters and the Disneyland. The Harry Potter series author JK Rowling failed 12 times but never gave up. She finally decided to focus on writing and became a multi-billionaire authoring legend. Facebook founder Mark Elliot Zuckerberg was initially an average American computer programmer and Internet entrepreneur and failed 11 times before establishing his globally social networking website.
Similarly India’s corporate giant, Dhiru Bhai Ambani was also an ordinary man and worked on daily wages earlier as a teenager. When he started his first cotton trading business, he was hardly able to dream of a bigger plan. Despite suffering several conspiracies, he never ever gave up and established on of the all time biggest business empire in India. His sons also duplicated his success and made his the Reliance Group of companies into a business dinosaur. Likewise the father of Indian industrial revolution JRD Tata, Steel King Lakshmi Mittal, Kumar Mangalam Birla, an incredibly successful Chairman of Aditya Birla Group, Sunil Bharti Mittal, the world famous Indian telecom mogul, Ronnie Screwvala the founder chairman of UTV Group, Dr Ashok Chauhan the founder Chairman of AMITY Group of Universities and institutions and Gautam Adani, the Chairman of Adani Group, all of these turned rags into riches. In every field we find that those who made a mark in life, did actually failed many a times before getting any big success.
So whenever you see a red signal and start seeing danger ahead, immediately pay attention and gather all your guts and gears, try to control the situation the best way. Don’t shy taking help from others. Stay calm. Get focused and try to find a solution. If you screwed up, don’t make excuses, instead just sincerely apologize for any misstep, miscommunication or oversight on your part. Don’t let a small mistake linger and turn into a bigger one. If you know you did something wrong, deal with it right away. In any moment of decision, the best thing you can do is the right thing, the next thing is the wrong thing, and the worst thing you can do is nothing.
Plan Your Moves: If you want to succeed then you must first of all you must know what job skills are in demand and paying. If you don’t have them, manage your free time and acquire some of the in-demand skills taking part time courses. Never get disheartened by finding that you don’t possess eve 50% of the required skills. Jut make a mental note, what is easy to learn and how? Find an online course, book, or inquire at your nearest college to attain more education, skill or expertise.
The freshers should do research and find out what exactly they are able to do without any experience? They should read a lot online and try to ask help from their working seniors. Remember such networking invariably helps in education, career and job hunting. When I was studying in University, I made it my routine to everyday visit the library, canteen and staff room to meet and greet my colleagues, seniors and teachers. It helped me a lot. Without asking for help I got all sorts of assistance.
The truth is, we all face difficult situations at work but not everyone knows how to handle them. Often people let mistakes and crises cripple — even paralyze — them, but bouncing back from roadblocks in your career is not as daunting as you might think. I really believe that every crisis is an opportunity; most errors are reversible, so it’s important to remember that how you try to bounce back out of career disasters. In any moment of decision, the best thing you can do is the right thing, the next thing is the wrong thing, and the worst thing you can do is nothing. So, keep doing right things it will never fail you. Never ever over analyze an error, reliving the mistake over and over. It’s important to step back and take a overview of the situation and its long-term effects. After evaluating the scenario, consult some good professional and take a stand.
Never forget everyone loves to hear comeback, survival and revival stories. Be one. Nearly every successful person has failed at something before making it big. What you learn from failure helps you identify new ways of doing things and allows you to grow and become a better manager and leader.
No bank may survive without Corporate Support. The growing market oriented economy, digitization, globalization, liberalization, privatization, 24X7 efficiency and glocal model is rapidly transforming Corporate Governance in the banking system. In the banking sector the most followed Corporate Governance Structure has already collapsed everywhere but India is still following the obsolete style that has no in build capacity to develop the Corporate Leaders. As a results many banks facing the ultimate survival threat: a total collapse..
The Banking is not at all only monetary affairs. Fundamentally it’s dealing with the specific publics who trust a bank for safekeeping their financial assets and getting them back wherever and whenever they need. No doubt the banks play a very important role in the economic life of a country. If we wish to strengthen our economy, we will have to manage our banks very efficiently. Thus the soundness of any banking system depends on the corporate participants who are supposed to be accountable for the various performances. Hence the Corporate Governance of the banks cannot be ignored.
Since the Corporate Governance is an internal mechanism in the banks, it’s held absolutely responsible for building the image, reputation, confidence and long term relationships with the customers and all sorts of stakeholders apart from the normal banking operations. As a Public Relations Management Professional I feel that the baking system should also upgrade its Corporate Governance by developing the corporate leadership within the system in such a manner that may transform the entire work culture to suit the rapidly changing banking style of the society. Currently 83% of the banking staff is unaware of the ongoing and the future corporate challenges that may adversely hit most of the banks if they fail to upgrade.
Unfortunately most of our banks operate in such a traditional and obsolete manner that is of no use to the clients. What they consider important in the Corporate Governance is only related to their Boards, their Committees, the concerning Boards and Official Meetings, their legal disclosure and transparency, etc.
Despite 24X7 available online transactions, funds transfers, ATM operations and global existence hardly any bank have developed a system to regularly help, trouble shoot, assist, monitor or organize interaction with the clients. The banking staff also suffer this mismanagement as clients.
The baking system understands only the company laws and the corporate handbooks in this matter. They follow only what is mandated. They don’t try to reform unless there is some written instruction, although no banking law force them NOT to develop the Corporate Leaderships as an internal practice.
No bank may survive without Corporate Support. The growing market oriented economy, digitization, globalization, liberalization, privatization, 24X7 efficiency and glocal model is rapidly transforming Corporate Governance in the banking system. In the banking sector the most followed Corporate Governance Structure has already collapsed everywhere but India is still following the obsolete style that has no in build capacity to develop the Corporate Leaders. As a results many banks facing the ultimate survival threat: a total collapse..
It’s an established fact that no bank may survive without good Corporate Governance at all. Without functional transparency, client oriented operations, collective sensibility and accountability towards every stakeholder, no bank may attain the market confidence. And without this confidence no bank would ever grow.
The Corporate Governance not only include the structures, processes, cultures and systems that engender the successful operation of organizations but the public relations as well. The bankers must understand that the banking systems are not just their staff, rule books, passbooks, check books, ATM, offices, promotions, advertisements and the hi-fi location & appearance of the building. It’s much more than this. It’s the way banking staff behaves, superiors behave and connect to all sorts of the big and small clients.
It’s practically impossible to make a bank more successful by just changing its structure. Beyond doubt a poor corporate leadership may eventually lead to bank failure. It may result into disastrous & irreparable consequences impacting the deposits and reputation. It may cause credibility collapse and remarkable loss of clients’ confidence. No bank can reemerge from such disaster.
Control : We may easily develop a better corporate leadership by adopting region specific corporate and public relations strategies and setting clear cut time bound objectives for every member of the team. Such arrangements should be incentive based and communicated throughout the banking organization so that every contributing member know the responsibilities and the rewards. Every member should know their role in this exercise and the supervising officers must know and cross check, how a particular team is performing or lagging behind others.
Every bank has specific ethical values, objectives, strategy and control environment. The management should clearly understand, what is required from the which team. Such efforts should not only be focused to achieve and maintain the public and corporate confidence in the banking system, but also within the fabric of the bank. Any bank may not sail long with a poor corporate leadership, which could inevitably trigger a major bank run or liquidity crisis.
Without proper training, timely updates, rewards and incentives to the best performers, the structuring a strategic plan to attain the desired goals within a time frame is impossible. Without clearly designated, briefed and rehearsed roles and powers of the participating members, no bank may keep standing as a winner.
Therefore, the foremost requirement of developing a good corporate leadership hierarchy for the banks, is the clear identification of powers, roles, responsibilities and accountability of everyone. These roles and responsibilities should be invariably well documented. Every participant member of the bank should be encouraged to take independent judgment.
Recently I read an article that highlighted the importance of the appearance of the sales staff in strengthening the mega-credibility of a product or a company. I have a very different view about this. Its NOT at all that your sales persons’ personal credibility is the key to attain and maintain mega-credibility but some other elements, factors, practices and strategies do play a great part in it. Remember that each day the global markets witness almost 250, 000 products and brands launched and 90% of them vanishing without a trace. It’s the credibility that destroy the biggest names in a fraction of seconds. Yet, several prominent names still command the mammoth credibility, which is coined as mega credibility. The big question today is this How to Build A Mega Credibility?
Brick by Brick : Everyone knows that the word “credibility” is originated from a Latin word “credo,” that means “my faith”. If we consider it as solid as a brick, then the mega credibility of the organization must be the sum total of all such brick solid credibility systematically aligned together. No less then that. Several small yet significant measures may build up any credibility by just adding different values to it.
Towards Mega Credibility : The factors that determine the magnitude and size of your credibility are several but I am mentioning only a few of them.
Interaction : Remember that its not communication or customer care. It doesn’t have any relations with that. Its the modus operandi how your organization or you interact with your clients, work force, suppliers, vendors and the publics. If they have 24X7 access to the concerning authorized people then only it will transform your credibility in the right direction.
Conclusion : Every organization or individual interested in attaining mega credibility status should exhibit pure professionalism & absolute control over personal emotions. Your products should not use any such languages or packaging as well. Try to stick to your organizational or personal goals only. Stay out of controversies. Always. If ever you or your company fall into it, reemerge ASAP. Those who are interested in mega credibility should respect the deadlines and keep delivering high-quality work without causing delays in the delivery.
Solutions : Every organization serves some type of the specific publics and its very easy to transform the available expertise in any setup into an aura of credibility ambassadors. I may help the interested organizations in this matter, if they may spare two days time.
(The author doesn’t own the illustrations used here)
उत्तर प्रदेश के साथ ही कई राज्यों में विधानसभा चुनाव आ रहे हैं I तय है इस बार जंग सर्वाधिक तीखी, मसालेदार और धारदार होगी I देश के प्रसिद्ध प्रकाशन समूह राजकमल प्रकाशन दिल्ली से शीघ्र प्रकाश्य अपनी नयी पुस्तक आधुनिक राजनैतिक जनसंपर्क के एक महत्वपूर्ण अंश को मैं आपके सम्मुख प्रस्तुत कर रहा हूँ I इस अंश में बदलते युग के आधुनिक राजनीतिक जनसंपर्क पर विभिन्न माध्यमों और तकनीकों के प्रभाव के नज़रिए से कम समय में बेहतरीन नतीजे लेने के लिए मतदाता को प्रभावित करने के कुछ सिद्धांतों का ज़िक्र किया है I पता नहीं किसके काम आ जाए?
याद रखिये ये तौर तरीके कोई भी आजमा सकता है, मगर भारी अंतर से सुनिश्चित जीत के लिए सिर्फ यही सिद्धांत काम नहीं आयेंगे I रक्षात्मक और आक्रामक दोनों तरह की स्ट्रेटजीस भिन्न परिस्थितियों और प्रतिद्वंद्वी प्रत्याशियों के मुताबिक बनानी पड़ेगी I व्यवसायिक तौर पर यदि किसी को इस बारे में और अधिक जानकारी चाहिए तो कृपया टिप्पणी में अपना प्रश्न लिखें, या मेल करें I मैं तत्काल और निश्चित मार्गदर्शन करूंगा I
पहला सिद्धांत : विज्ञापन और जनसंपर्क में आंकड़ों की भरमार कतई फायदा नहीं देती ! जितनी खरी, सरल और सीधी बात I उतनी असरदारI ज्यादा आंकड़ेबाज़ी और लफ्फाजी कोई पसंद भी नहीं करता I सरल तरीका ये है कि किसी भी क्षेत्र के प्रभावित लोगों को अपनी बात कहने में इस्तेमाल कीजिये I आपकी बात में स्थानीय अनुभव शामिल हों तो और बेहतर होगा I उदाहरण के तौर पर उत्तर प्रदेश में वर्तमान सरकार ने क्या क्या काम किया है, सरकार ये बताना चाहेगी, मगर उसे किस तरह जनता तक पहुंचाया जाए, ये महारत का मामला हैI उसमें आंकड़े कतई नहीं चलेगेI दूसरी और अपने अपने शासन काल में जन हित का काम तो दूसरे दलों ने भी बखूबी किया हैI भला उन कार्यों को जनता खुद-ब-खुद कैसे याद रखेगी? आपको ही बताना पडेगा ! जिन दलों और निर्दल लोगों ने उत्तर प्रदेश में जनकल्याण का कार्य करने का अपना खाता नहीं खोला है, उनको अपनी स्ट्रेटेजी चुनाव और प्रभाव क्षेत्र के मुताबिक ज़रा नए किस्म की बनानी पड़ेगीI कहीं भी लफ्फाजी किये बिना और जनता को आंकड़ों से पकाए बिना, कम से कम समय में मुद्दे पेश करने की कला ही काम आयेगीI इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
दूसरा सिद्धांत : प्रभावहीन लोगों की भीड़ को साथ रखने ज़्यादा फायदेमंद चुनिन्दा असरदार और विश्वसनीय लोगों को प्रभावित करना है I हर समाज आम तौर पर एक तरह से भीड़ तंत्र की तरह बर्ताव करती है I भीड़ उसी की सुनती है जिसकी आवाज़ बुलंद हो और जिसकी बात में दम हो I यह खासियत कम ही लोगों में होती है I ऐसे लोग अफवाह भी बखूबी फैला लेते हैं I ऐसा एक शख्स अनगिनत लोगों की भरपाई करता है I ऐसे लोगों का चयन, प्रशिक्षण और मार्गदर्शन ही संसार भर में आधुनिक चुनावों के सञ्चालन की रीढ़ हैI ये लोग सार्वजनिक मंचों की जान नहीं होते मगर भीड़ों को असर में लेना उनको आता हैI कई बार तो ऐसे लोग चुने नहीं जाते, महज कुछ प्रतिभावान लोगों को क्षेत्रीय ज़रुरतों के मुताबिक अपने हिसाब से कम से कम समय में तैयार किया जाता हैI ये लोग अल्पायु, युवा, प्रौढ़ और बुजुर्ग किसी भी आयु वर्ग के हो सकते हैंI किसी भी माध्यम का प्रयोग करके आपकी बात को आसानी से फैला सकते हैंI इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
तीसरा सिद्धांत : आम जनता शिक्षकों, अधिवक्ताओं और चिकित्सकों पर ज्यादा भरोसा करती है I उनको साथ लेना सदा फायदेमंद रहता है I समाज सबसे ज्यादा जिन वर्गों की इज्ज़त करता है उनकी ही बात भी चुनावों के मौके पर ज्यादा सुनता है और उससे प्रभावित भी होता है I इस तरीके को आजमाने से किसी भी दल को फायदा हो सकता हैI शर्त ये है कि आपके द्वारा चुना गया विशेषज्ञ अलोकप्रिय, विवादित और अयोग्य हरगिज़ नहीं होना चाहिएI याद रखिये कि आपके प्रतिद्वंदियों द्वारा भी ऐसे लोगों की सहायता और सेवाएँ लिए जाने की पूरी पूरी संभावना है, ऐसे में आपको उन्हीं पत्तों से जीत का अचूक दांव इस तरीके से लगना पडेगा कि मुकाबलेबाज़ की बिसात ही पलट जाए I यह भी याद रखियेगा कि चुनावी जंग ताश का खेल नहीं कि सामनेवाले के हाथों में तीनों इक्के ही होंगे I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
चौथा सिद्धांत : युवा वर्ग को साथ लीजिये, वे आसानी से साथ नहीं छोड़ते I उत्तर प्रदेश के पिछले आम चुनावों में छात्र और बेरोजगार युवा वर्ग समाजवादी पार्टी को समर्थन देने के लिए पगलाए हुए थे I समाजवादी पार्टी के घोषणा पत्र में लैपटॉप, टेबलेट और बेरोजगारी भत्ता के साथ ही बहुत सी ऐसी योजनाओं का ज़िक्र था जिनकी मुंह दर मुंह उत्तर प्रदेश के साथ ही पूरे भारत के युवाओं में शोहरत फ़ैल गयी I सभी युवा इस बात पर आमादा थे कि समाजवादी पार्टी को वोट देंगे तो यह होगा और वह मिलेगा I अब नए चुनाव उत्तर प्रदेश की दहलीज पर हैं और युवाओं के तरह तरह के मत सोशल मीडिया पर छाये हुए हैं I इस परिस्थिति से सत्तारूढ़ दल कुछ सबक सीख कर कुछ नया काम कर सकता था, मगर युवा वर्ग की निराशा को दूर करने और बहुत से उन वायदों को पूरा करने की कोशिश नहीं हुई है, जिनकी वजह से युवा मतदाता नाराज़ है I जाहिर है कुशल रणनीतिक प्रबंधक इस परिस्थिति से लाभ लेकर हवा का रुख अपने दल में मोड़ सकता है I यहाँ बुनियादी स्ट्रेटेजी ये होगी कि जिन युवाओं को लाभ नहीं मिला (ज़ाहिर है, उनकी संख्या बहुत ही ज्यादा है) उनको किसी दूसरी दिशा में कैसे मोड़ा जा सकता है ? यह भी महत्वपूर्ण प्रश्न है कि क्या लाभ पानेवाले युवाओं को उनके वंचित साथियों की मदद से प्रभावित करना कैसे मुमकिन होगा? इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
पांचवा सिद्धांत : लगातार मदद करनेवाली सरकार के पुराने रिकार्ड को निष्फल करना बड़ी चुनौती I अनेक बार सत्तारूढ़ सरकार की आसानी से वापसी हो जाती हैI जनसंपर्क विशेषज्ञ ये मानते हैं कि आम जनता अहसान को आसानी से नहीं भूलती I ठीक उसी तरह नहीं भूलती जिस तरह जनता साम्प्रदायिक हिंसा, किसी जाति विशेष के साथ पक्षपात, गैर जिम्मेदाराना जुमलेबाजी, पार्टी के क्षत्रपों (आंचलिक नेताओं) के गैर जिम्मेदाराना आचरण और संवेदनशील मुद्दों पर विफलता को नहीं भूलती I ब्रिटेन के प्रधानमन्त्री रहे विंस्टन चर्चिल ने इस सम्बन्ध में मजेदार टिप्पणी की थी, ” लाख बार मदद कीजिये, हज़ार बार काम आइये, लोग चुनाव के समय ये याद रखते हैं कि उनके नेता किस जिम्मेदारी को नहीं निभा पाए I सज़ा उसी की मिलती है I” उल्लेखनीय है कि द्वितीय विश्वयुद्ध जीतने के बावजूद ब्रिटेन ने विस्टन चर्चिल को दुबारा प्रधानमंत्री नहीं बनाया I सभी जानते हैं कि ब्रिटेन के दूसरे कई राजनेताओं को तमाम खामियों के बावजूद दोबारा चुने जाने का मौक़ा मिला I सो, राजनीतिक जनसंपर्क में लगातार काम करने, कामयाबी पाने और लोगों की मदद करनेवाली सरकारों के काम को भुलाना नामुमकिन नहीं I जनमत का लोहा गरम हो तो उसे किसी भी दिशा में मोड़ा जा सकता है I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
छठा सिद्धांत : असंख्य मीडिया ऑपरेटर्स भी सच को व्यर्थ नहीं कर सकते ! इस सिद्धांत में एक बड़ा झोल है I आम तौर पर ये माना जाता है कि सोशल मीडिया जनसंपर्क का सबसे अचूक माध्यम है I नौसिखिये प्रचार विशेषज्ञ इस बात को छाती पीट पीट कर कहना चाहेंगे कि सोशल मीडिया के माध्यम से सब कुछ मुमकिन है I कुछ समय पहले मैं मेरठ विश्विद्यालय के पत्रकारिता एवं जनसंचार के स्नातकोत्तर छात्रों को पढ़ा रहा था, तब एक लड़के ने कोई सवाल पूछने की शुरुआत कुछ यूं की, “सर, सोशल मीडिया से तो सब कुछ मुमकिन है, तब …” उस युवक की बात पूरी होने से पहले ही आगे की कतार में बैठी उसकी एक सहपाठी ने टिप्पणी कर दी , ” क्यों तू रोट्टी भी खा सके क्या फेसबुक पे?” बात हंसी में टल गयी I लेकिन इस घटना में एक सन्देश भी निहित है कि सोशल मीडिया एक सीमा तक ही मदद करता है I वह भी सच और सबूतों के साथ पेश मामलों में I सोशल मीडिया पर सर्वाधिक सक्रिय भारतीय जनता पार्टी और आम आदमी पार्टी की आपसी स्पर्धा में भाजपा पहले चक्र में एक गंभीर गलती कर चुकी है I उनके कुछ बेअक्ल सोशल मीडिया ऑपरेटर्स ने फोटोशॉप का सहारा लेकर कई बार कुछ असत्य तथ्य जनता को परोसने की भूल की I नतीजा ये निकला कि समूची भाजपा की विश्वसनीयता दांव पर लग गयी I लब्बोलुबाब ये कि सोशल मीडिया पर आपका झूठ ज्यादा देर दौड़ नहीं पायेगा I देर सबेर आपकी सच्चाई का भी गर्भपात करा देगा I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
सातवाँ सिद्धांत : झूठ का सफ़र ज्यादा लंबा नहीं होता I झूठ कितना भी रंगीन हो, अंततः पकड़ा ही जाता है I बुनियादी तौर पर तो यह सिद्धांत छठे सिद्धांत जैसा ही नज़र आता है, मगर उससे अधिक दूरगामी है I वस्तुतः राजनैतिक जनसंपर्क का वो ज़माना गया जब 1933 से 1945 तक जर्मनी के प्रचार मंत्री (30 अप्रेल को हिटलर की आत्महत्या के बाद एक दिन को जर्मनी के राष्ट्राध्यक्ष भी बने) जोसफ गोएबल्स के प्रोपेगंडा उसूलों का जादू प्रचार की दुनिया के सर पे चढ़ा हुआ था I वह दो तरह के मुहावरे बोला करते थे I पहला : एक ही झूठ को बार बार, हज़ार बार, हर बार नए तरीके से दोहराइए और जनता उसे सच मान लेगी I दूसरा : अगर आपको मूतना भी हो तो दुश्मन के खेमे पर मूतिये I कुछ ही दिनों में बदबू से उसकी नाक सड़ जायेगी और मनोबल ख़त्म I दूसरे विश्वयुद्ध में गोएबल्स की प्रचार तकनीक का डंका बजता था I लेकिन आज ज़माना बदल गया है अब एक ही सच को कई तरह से दोहराने को अच्छा माना जाता है I इस तकनीक को कई प्रचार विशेषज्ञ ‘री-इंजीनियर्ड ट्रुथ’ या ‘रिफाइंड ट्रुथ’ भी कहते हैं I इस तकनीक में क्या और कितना बताना है तथा उसमें किस बात का तड़का मिलाना है और कितना सच छिपा जाना है, ये ख़ास महत्व रखता है I आजकल अंतर्राष्ट्रीय फलक पर पाकिस्तान इस तकनीक का माहिर माना जाता है I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
आठवाँ सिद्धांत : जनसंपर्क की डिजिटल दुनिया में एक सक्रिय कार्यकर्ता, हज़ारों निकम्मे विशेषज्ञों से बेहतर है I डिजिटल माध्यमों की सबसे बड़ी खूबी है कि वे रात दिन काम करते हैं और पूरे संसार की विचारधारा को प्रभावित करते हैं I आज इन माध्यमों की ये दशा हो गयी है कि नरेन्द्र मोदी, अखिलेश यादव, राहुल गांधी, कु.मायावती और अरविन्द केजरीवाल को पता चले बिना ही उनसे समर्थक-आलोचक-विरोधी आपस में इतनी शिद्दत से जूझते रहते हैं, कि सोशल मीडिया पर मौजूद वास्तविक आम आदमी झल्ला जाता है I किसी मुद्दे पर कुछ भी प्रतिक्रया दीजिये , दूसरों को भक्त कहनेवाले लोग आपकी जुबान खींचने पर उतारू हो जायेंगे I इस जंग में फिलहाल सबसे कम सक्रिय बहुजन समाज पार्टी और कांग्रेस हैं I सर्वाधिक सक्रिय भाजपा और आम आदमी पार्टी के कार्यकर्ता तथा समर्थक हैं I इस मामले में अनोखा पक्ष ये है कि भाजपा की सोशल मीडिया मुहीम झूठ बोलनेवालों के रूप में प्रचारित लोगों के हाथ में है I जेएनयू में भारत विरोधी नारेबाजी सम्बंधित जी-टीवी के रॉ फुटेज को अहमदाबाद के विश्वविख्यात सेन्ट्रल फोरेंसिक संस्थान ने भले ही सही बता दिया हो, लेकिन सोशल मीडिया पर मोदी विरोध के तेज़ाब के आगे कोई भी सच बहुत परिश्रम से ही टिक पायेगा I आम आदमी पार्टी के पास जो स्वयंसेवी सोशल मीडिया टीमें हैं उनमें सभ्यता, शालीनता और संयम का अभाव होने के कारण देर सबेर वे खुद ही अलोकप्रियता का शिकार हो जानेवाली हैं I इस दिशा में बाकी पार्टियों के पास भी कोई रणनीति नहीं है I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
नवां सिद्धांत : जनसमस्यायें जनता की दुखती रग और राजनीतिक हथौड़ा हैं I राजनीतिक जनसंपर्क का एक महावाक्य दरअसल एक तरह का महामंत्र भी है, ‘आप कुछ लोगों को काफी समय तक खुश रख सकते हैं मगर बहुत से लोगों को सदा खुश नहीं रख सकते !’
उपरोक्त वाक्य से ही जन्मा है ये सिद्धांत I इसे मज़ाक में ‘चुगली करो I खुजली करो I उंगली करोI बस में करो I’ भी कहा जाता है I चुगली करो, संकेत दरअसल जनता की किसी ना किसी समस्या को पहचान कर उसे याद दिलाना है, कि आपने अमुक पर भरोसा किया था, नतीजा क्या हुआ? सभी जानते हैं कि शरीर के उन भागों तक जहाँ आपका हाथ नहीं पहुँच पाता यदि कोई उसी जगह किसी तरह खुजा भर दे तो वह व्यक्ति उस जगह को खुजाने में व्यस्त हो जाता है I कई ठग खुजली के पाउडर से ये कारनामा किया करते हैं I जनता के बीच ऐसे मुद्दे उठा देना जिनकी याद आने पर लोग बेचैन हो कर सब मुद्दे भूल जाएँ, इसी तरह की तकनीक है I इस तकनीक में समाधान तो पेश नहीं किया जाता और ना ऐसा कोई इरादा जताया जाता है, परन्तु जिस तरह इशारों में ही भूली बिसरी किसी विकराल समस्या को आहिस्ता से छेद दिया जाता है, वैसे ही उसके बारे में उन सभी तरह के समाधान की चर्चा की जाती है, जो किसी दुसरे को सत्ता मिलने से मुमकिन हैं I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
दसवां सिद्धांत : किसी एक वोटर से कहीं ज़्यादा महत्वपूर्ण हैं नन्हें बच्चे I नन्हें बच्चों की हिमायत आपको समर्थकों के एक पूरे परिवार के ज्यादा करीब ले जाती है I एक एक वोटर को साधना बहुत ही मुश्किल हैI हर जगह के वोटरों के अपने मुद्दे होते हैंI मसले होते हैंI मिजाज़ होते हैं I लेकिन जनसंपर्क के उस्तादों की राय में जन समस्याओं को हल करने से ज़्यादा आसान है, स्कूली बच्चों की दिक्कतों पर ध्यान देना और उसका समाधान निकालने का प्रयास करना I स्कूली बच्चे बहुत संवेदनशील होने के साथ ही ज़रा से हित साधन से ही प्रसन्न भी हो जाते हैं I इसी नज़रिए से बच्चों को सबसे वफादार उपभोक्ता और प्रचारक मान कर दुनिया भर की विज्ञापन और प्रचार कम्पनियां अपने कैम्पेन प्लान करती हैं I चुनावी प्रचार में बच्चों को तरह तरह की उपयोगी सौगातें जैसे पेंसिलें, रबर, पैमाने और बिल्ले वगैरह इसी लिए बांटे जाते हैं I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
ग्यारहवां सिद्धांत : बेकाबू दंगाइयों और मुजरिमों को कोई भी समाज पसंद नहीं करता I वे हर तरह से जीत की संभावनाओं की दीमक हैं I कई राज्यों में एक बार एक सरकार और अगली बार कोई और दूसरी सरकार सत्तारूढ़ होती रहती है I उन प्रान्तों के मतदाता तक मानते हैं कि जिन कारणों से वे कभी एक सरकार को सत्ता से हटाते हैं, पांच साल बाद उस सरकार को किसी ऐसे कारण से हटाना पड़ता है , जिसका सम्बन्ध उनकी मानसिक-सामजिक शान्ति से होता है I ये सब इसलिए होता है जब सरकारी प्रचार तन्त्र छिटपुट साम्प्रदायिक या आपराधिक घटनाओं की वजह से सरकारों को बदनाम होने से बचा नहीं पाता I पिछले दिनों फ़्रांस में नरसंहार हुआ और अभी हाल ही में अमरीका के इतिहास का सबसे बड़ा नरसंहार हुआ I इन्टरनेट और सोशल माध्यमों पर इन घटनाओं को लेकर भावनाओं का उबाल चरम पर है I इन हालातों का फायदा उठा कर, अमरीकी राष्ट्रपति चुनाव में प्रचार में पिछड़े डोनाल्ड ट्रम्प अचानक ही बढ़त में आ गए I जाहिर है चुनाव आते ही इसी तरह के मुद्दों का फायदा लेने की कोशिश की जायेगी I इन हालातों से निपटने की असरदार रणनीति बनाना ही इस सिद्धांत के अंतर्गत आता है I
(विस्तृत विवरण और इन सिद्धांतों को इस्तेमाल करने की तकनीक को पढने के लिए सितम्बर 2016 की प्रतीक्षा कीजिये I राजकमल प्रकाशन, दिल्ली से मेरी यह सचित्र पुस्तक सर्वप्रथम लाइब्रेरी संस्करण के रूप में आयेगी I फिलहाल पेपरबैक प्रकाशन नहीं किया जाएगा I )
I was sitting at my huge Kumbh Mela Public Relations Office Camp after midnight of an icy cold January winter of 2010, the crowd was still coming to the Ganges city of Haridwar. It was a tent made up of a canvass cloth incapable of stopping chilly winter air pouring through it and although the sand below my feet was covered by one layer of some grass & husk and another layer of a mattress yet oozing out cold radiation. Suddenly lifting up the thick entrance curtain of my camp a group of five people stepped inside my office, two of them having massive cameras hanging from their shoulders. “I am Miguel, from Spain. He is Dmitri, She Yelena both from Russia, this is Mark, Australia and he is Gustavo from the US.” One of them introduced the accompanying team.
They all sat and showed me their documents. Since none of them were having a J-Visa or any clearance from the PIB, Government of India, hence it was clear that they would not get any permission to stay at the Media Center accommodations. As soon as I made it clear, the group started leaving my room, expressing their feelings to unnecessarily disturbing me. Minutes after they left my tent, someone again lifted up the door entrance. It was one of them, Miguel from Spain. “Sorry to bother you again Sir, but may I see you little later in the morning? He asked. “Why not. Pleasure!” I replied. He noted down my mobile number and left again.
Next morning he called me and visited me again around 11 am. Seemed he bathed recently, with water droplets still around his forehead, “Hi, Miguel again, from Spain!” and burst into laughter, “Wow, I made a rhyming introduction.”
I was wondering why this man is hanging around, when I am not going to support because of him not carrying the authorization papers. But he was very clear. “Sir, you are a public relations person, I wish I could ask you a few questions about the PR because in our country hardly any professional attends anyone without charging him fees. I am just starting my career as an Architect but I have a lot of interest in the PR. So I wish to know, what do you think of a possibility of pursuing such a combination like PR and the Architecture?
If you don’t know much about the Indians then it would definitely surprise you that invariably most of our countrymen are highly sentimental. We value relations and try to reciprocate the love we get. Hence, I almost instantly decided to talk to that young man. But explaining about the role of PR in Architecture was not an easy topic. I myself never heard much about it. So I adopted a standard trick we often use delivering extempore & impromptu speeches. Step by step thinking and delivering our points. I am sharing my views on this great subject for the benefit of other such people who might be wondering if they could make a career in the Public Relations elsewhere.
Basically, Architect is a very costly and standard profession in which the experts combine various elements like Engineering, Arts and Aesthetics. They use their designing capabilities to evolve a great building. If you look at a great and unusually attractive building or structural marvel you may even call a lively and permanent advertisement. Isn’t it? You need not to spend much on hoardings, bill boards and media advertising to make propaganda about yourselves but is it sufficient? What if someone hasn’t seen your building? And how you are going to be benefited if people just see a building and pass by it? Will they stop and ask the neighbors, where is the house owner? I wish to ask him about this design and the architect.
I continued that developing new buildings, improving landscapes and re-designing community living may be of a huge interest, but until publicized properly, they never ever return you any favors, like in the case of a successful lawyer, who wins a sensational trial yet fail to get the mileage, until he or she don’t manage a media coverage of his success.
Handling the PR for architects is a sort of unexplored area. It’s an ocean of unfathomed opportunities. Just imagine how much money this field might be having, having you knowing already how much money today the world of infrastructure development has. On the other hand, it’s a bitter fact that the architects rarely get the credit they deserve for their outstanding contribution which fetch hundreds of crores of rupees. Have you have read any headlines that another great township designed by the great architect Mr or Ms XYZ is coming up with these specifications? Almost every new building gets some media attention as news and hence it should be used as an opportunity for the architect to attain specific recognition and positive profile. Yet, what happens? Everyone, even if they hardly contributed in the project, get the exposure except the architect, they get the newspaper mentions and and a strong share of their voice in the media. Considering this scenario, the public relations for the architect becomes more important.
I saw him clapping and having a glitter in his eyes. In between he was taking notes also. Noticing it I asked him to answer a simple question : tell me Miguel, how many PR and Publicity Opportunities, the Architect might create for themselves? Almost instantly he replied innocently, “Well, I don’t know so far.” Even I didn’t have the idea. I actually wanted to gain some more time to think about. Yes, these opportunities are many like: breaking news about an upcoming project that will change the landscape of the area forever.
The media people are always hungry for such items which no one has. Since all the projects that come up, already have the authorizations and clearances so there is no harm in publicizing them. The developer also gets happy when something positive comes in media. After such breaking news, the other media person may be approached exclusively that this project will affect their viewers in these many ways. They might be interested to know about the various stages of the development. Even the occasion of getting the approval of the project is a media opportunity. Starting the construction is also news.
Due to technological advances all the developers are taking some or the other specific measures to remain exclusive or to ensure quality, which may also be transformed into news again. When your site approaches completion and when it’s finally launched, you must ensure that you harvest your own share of publicity, reputation and image. Alternatively an architect may get other opportunities as well like obtaining a space in the sector specific publications and news media. He or she may send request letters with a brief resume to the print, broadcast and internet media houses, volunteering availability, if ever they require any expert on any project related discussion or quote.
On the other hand you may try approaching various other organizations, who recognize innovations and experts, provided you have introduced some unique feature such as earthquake resistance, lonely senior citizens’ protection, burglar alarms, protection for the toddlers & kids, energy and environmental efficiency. Like all other professions you must also exploit the potential social media platforms have.
You should never fail to participate in the community meetings organized by your area authorities, because such meetings easily get published in the media and they mention the names of the participating experts. It’s like hammering the society and blowing your own trumpet that you are there. Such PR gimmicks maintain you in demands and get you good flow of clients. The architects should also make use of their own websites to showcase their talents. You may express your views on various social issues on your Facebook and Twitter.
And why not write a blog about some of your projects? There are plenty of free blog sites. Remember your blog must add value, rather than merely being blowing your owntrumpet. It should provide the potential clients and fraternity some fresh and authoritative ideas, separating you from the ordinary practitioners. Do log-in something on a regular basis, which will significantly boost your own search engine rankings as well as demonstrating thought leadership in the field, acting as a powerful tool for real-time discussions and can be influential in building long-term relationships with customers.
No architect should forget that his routine behavior also gets him ample opportunities of publicity and public relations. Even if you reject some client due to fee related constraints or because of any other reason, you must give them some free advice on who they should approach, what they should do, how they may cut their expenses and lastly you may refer them to some of your colleagues who charge less fee. Please never ever mention that they are more competent or even equally competent, compared to you. Just say that these architects are also good and charge less. And please never forget to mention that you are not endorsing their ethics, style and other traits; still better if some of your assistant may handover a list of other fellow architects without endorsing anything. The architects must not forget that their staff and dependents also are their image, reputation & brand value careers. So apart from planning and delivering great projects, do find some quality time for them as well.
Keyboards and screens of all sorts are going to be the playgrounds for the public relations experts in future. Within five years from now the PRwars will be very different. Well, if you are some PR Pro and think that it’s not going to happen, then pack your baggage otherwise learn something from PC Games, Robotic Surgeries, Videoconferencing, Remote sensing, Computerized shops and malls, mushrooming broadband connections.
Governmental PR under fire
The first casualty seems to be my fraternity, the government PR. Already suffering a severe credibility crisis, favoritism, unprofessional working style and isolation from mainstream Public Relations, I see several countries in a process of absolute revamping, restructuring and privatizing their age old systems to give better results within the schedules and budgets. I would like to mention that U.S. President elect Barak Obama’s PR company Blue State Digital not only managed his massive PR mission but collected around $ 200 million for his campaigning. The total expenditure involved was $ 1.1 million, not even significant fraction of what BSD collected for Obama. The government PR offices, despite slurping huge money every year hardly give the tax payer any return in any manner. So in the future, most of the governments will hire expert PR firms and keep changing them as and when needed.
Cluster Bomb Public Relations
My trusted friend Rajesh Jain, CMD, ExpressionsPR says, ‘The PR is changing from a print-media oriented activity to a multilevel human resource management. Until now it used to be writing releases, speeches, handbills, designing signage, doing media relations and organizing events. In future the Public Relations will be a multidiscipline mammoth activity. It will be more like a cluster bomb, a big shell containing several lethal and very effective small bombs. The Future Public Relations is going far more effective from what it is used to be recently. The future PR, I believe will contain several weapons, just like a cluster bomb has several bombs in it.
24×7 PR is Coming
Another expert John Paluszek, Senior Counsel, Ketchum, and APR, Fellow PRSA supports the above comment in his article that there are many different areas PR will diversify in future. This future advancement of PR is thrilling. Brenda Hodgson also touches this aspect in her blog on the topic, PR in the next 25 years. Like Rajesh Jain’s claim that PR will have a lot of different shapes and be more like a cluster bomb; that means the future PR will be able to target various goals at the same time. The future PR will definitely be very different from today’s traditional journalist and media oriented PR. It will be able to achieve different aims within very little operation time.
Emergence of Superspecialized PR
The future PR will be a sort of customized media relations clubbed with the traditional mainstream print/electronic/photo/web media management solutions. Initially our expert would need to integrate all these faculties with a lot of difficulties but sooner or later, may be within one year, will have the customized action plans for diverse PR needs. The greatest future development will be the emergence of Advocacy PR, Marital PR, Solid Waste Management PR, Aviation PR, Counter Terrorism PR, Reputation &Credibility Management PR, And Customized Lobbying etc.