How a PR manipulates (A tip)

I remember an instance, when long ago I had messaged the editor of Mid-Day's film supplement Hit-List for a story on one of my PR clients, Pakistani actress Meera. When I followed up, the Ed curtly messaged back, "Mid-Day won't carry the story." I was irked by that statement, as the editor was only the editor of Hit-List... and not all of Mid-Day. To me, the statement also smacked of typical media arrogance, which once used to be a part-and-parcel of the attitude of old-school media persons. There and then I decided, this had to change, or at least, I had to be an exception.

That evening, I contacted an on-the-ball News Desk journo friend from Mid-Day and offered two separate scandalous scoops with exclusive pictures to support. These two scoops were an offer in return for pitching and pushing the Meera story for nothing less than 'Page 1' of Mid-Day. I had added a current affairs angle to it to suit the main paper and did not mention that I had pitched the same story to the Hit-List editor earlier in the day.

The journo loved the story and the carrot of two huge scoops. He asked me to be patient — as two days later, his senior had a weekly off — and on that day, maybe he could push the story. I was repeatedly assertive about it with the journo and then waited the wait. The story finally appeared on Page 1 with an elaborate continuation on an inside page.

That morning, I messaged the Hit-List editor about it, with a rejoinder: "Sher ke mooh mein haath daloge, toh sher kaatega toh sahi." (with a wink emoticon in the end). Though later, I felt a bit bad about that message (though not about the manipulation). Aisa laga, ke thoda zyaada ho gaya.

BTW: As a bonus, instead of the promised two scoops, I gave my journo friend three controversies to cover for the next fortnight. He was thrilled.

Moral of the story: Only media-fearing PRs can be put in place, not the ones who understand spin. After all, PRs aren't called 'spin doctors' for nothing.

Takeaway for PRs, budding PRs and BMM students: A publicist has a whole world of print, television, radio, internet media and even citizen journalism via social media in his/her scheme of things. If the PR really decides to play the game, there is no way any media person can stop a spin doctor from doing what he/she wants to do. Just decide to be unstoppable and the possibilities are endless.

Note of caution: PRs can create upheavals like nobody's business as they can plot, plug and plant stories or rumours in trade or any media. So they must always remember, that with great influence comes great responsibility. Stay nice. Be ethical.

About the Author:

Dale Bhagwagar is a PR specialist with branding, image consultancy, strategizing, media manipulation, crisis management and mentorship for media students. He has handled the publicity for more than 150 Bollywood actors and 30 movies, apart from being a spokesperson and publicist to 20 Bigg Boss contestants.

Thor going the James Bond way?

First, Hollywood screwed up with James Bond's characterization and made him brooding, serious and a punchy muscular fighter (traits he never had for decades).

Now it's screwing up Thor's characterization by making him caricaturish, taking away his famed hammer, giving him additional Superman-like superpowers and making major changes in his looks.

Bond movies lost the repeat-viewing value... which is still there with the old Sean Connery, Roger Moore and Pierce Brosnan flicks. And I have a feeling, the same might happen with the Thor franchise.

About the Author:

Dale Bhagwagar is a PR specialist with branding, image consultancy, strategizing, media manipulation, crisis management and mentorship for media students. He has handled the publicity for more than 150 Bollywood actors and 30 movies, apart from being a spokesperson and publicist to 20 Bigg Boss contestants.

Why Mobile Space is more powerful than Print and Television Media

As in other parts of the world, media consumption in India has shifted decisively online, with 375,000,000 Internet users in 2015, or 30% of the population. Meanwhile, more than 50% of the population owns a mobile phone and around a third of these own a smartphone. Newspaper and magazine print circulation has been declining steadily for over the last six years.

Image courtesy: Google

In the next 5-7 years, when mobiles will fully overtake laptops and desktops in the access of the internet, there will be a great shuffle in the media order. Mobile Space will be the No.1 media. Internet on desktops, tablets and laptops will come at No.2. Television will come at No.3. Print and Radio will compete with each other for Nos. 4 and 5.

Image courtesy: Google

This order with Mobile Space as No.1 may come as a surprise to many. But please understand that Print Media can converge on to the Net with their Online websites and E-papers. Television can converge on the Net with live broadcasts and YouTube video capsules. Radio can converge on the Net with broadband and podcast capsules. And finally the Net converges onto your Mobile phone, which makes the Mobile Space the most powerful media... even more powerful than Television, Print, Radio and regular Online media.

About the Author:

Dale Bhagwagar is a PR specialist with branding, image consultancy, strategizing, media manipulation, crisis management and mentorship for media students. He has handled the publicity for more than 150 Bollywood actors and 30 movies, apart from being a spokesperson and publicist to 20 Bigg Boss contestants.

Remembering naughty Freud and spin doctor Bernays

Last week was the birth anniversary of Sigmund Freud (1856-1939), the father of psychoanalysis. And Google rightly devoted a doodle to him.

Freud had a lot of controversial accomplishments, some of which are highly debated even today. But what people sometimes fail to acknowledge, is the indirect impact Freud has had on almost everything we as a people witness in today's times.

Now now! Doesn't that make him an extremely interesting man to study! And you may ask how he has influenced us so much. So let me take you back in history a bit and explain the phenomenon in the crispiest way possible.

Sigmund Freud's nephew Edward Bernays combined the ideas of 'crowd psychology' along with the psychoanalytical ideas of his uncle, to invent 'propaganda'. In contemporary times, we know 'propaganda' as 'Public Relations' (PR).

 Sigmund Freud (left) and Edward Bernays

As a publicist, I often say, we are living in a world where perception is reality. Think about it. Don't we all blindly believe in what we read and are told. Who has the time to research and investigate facts!

Earlier journalists used to do that as the torch-bearers of society. But in times of paid media, combined with research via the phone and Google (and less of field work), contemporary journalists are fast losing those traits. So let me take the liberty to repeat my favourite line: We are living in a world where perception is reality. A world driven by PR.

And who started the fire? Naughty Freud and spin doctor Bernays. ;-) #FoodForThought

About the Author:

Dale Bhagwagar is a PR specialist with branding, image consultancy, strategizing, media manipulation, crisis management and mentorship for media students. He has handled the publicity for more than 150 Bollywood actors and 30 movies, apart from being a spokesperson and publicist to 20 Bigg Boss contestants.

Raaj Kumar was something else only! ;-)

Jab main naya naya Mumbai mein aaya tha... being a journalist then, ek baar ek party mein I approached Raaj Kumar for a quote on something... he had one piercing look at me and said, "Jaani, tum abhi bachche ho. Jaao."

When I tried to rephrase my question, he again said, "Kaha na, tum bachche ho, side mein ho jaao." I felt intimidated and decided to move on. I could even make Amitabh Bachchan relent to persuasion, but not Raaj Kumar. ;-)

Kam se kam, I could pester and convince Big B into THIS.

Later in my career as a PR, I got to meet Mr Kumar's son Puru Raaj Kumar a couple of times. Must say, both father and son have been unique in their own ways. Charming and impressionable.

‘Brand SRK’ just got bigger! (in case, you haven’t noticed!!)

Shah Rukh Khan has always maintained that he has never faced discrimination for being a Muslim. In fact, about two weeks ago, when Emran Hashmi went public with a complaint (which he strangely retracted a few days later) about discrimination by a housing society, citing communal reasons, Shah Rukh gave a statement to the media, saying that in the past 44 years, he had never felt any such discrimination. He also said that the Emran Hashmi case was a one-off incident and should not be seen with communal eyes.

Khant do that!

When SRK was frisked and detained for more than an hour by airport officials in US this week, every media carried his story. “They (the officials) said my name was common to some name that popped up on the computer," SRK stated, apparently referring to his Muslim name.

Following this, there have been debates over the possibility of him trying to milk this episode for the promotion of his forthcoming film ‘My Name Is Khan’ directed by his buddy Karan Johar and reportedly based on a similar subject of community discrimination.

‘OSO’ revisited !?!

Even as SRK vehemently denies the charge, there has been widespread speculation, especially among the youth on the internet that the Badshah of Bollywood is leaving no stone unturned to play up this episode for the sake of free international mileage worth crores that his film is receiving. People all over Facebook, Twitter, Orkut, as well as a lot of bloggers and websites, have been wondering aloud whether King Khan is flashing the community card to boost the pre-release hype for his movie.

PR is an intriguing mind game in a media minefield

I remember, when Shilpa Shetty faced racial discrimination in Celebrity Big Brother, the whole of UK rallied behind her.

I was her publicist then and was overwhelmed with UK journalists calling me in Mumbai just to ascertain facts, while Shilpa faced Jade Goody’s onslaughts in the CBB House. But when SRK has alleged community discrimination, even many Indians are calling it a ‘publicity stunt’. Not fair.

There is no such thing as bad publicity!

Let’s not forget that we are living in a market-driven world obsessed with spice and sensationalism and ruled by TRPs and tabloid journalism. If the public can lap up all the daily gossip with a mischievous smile, why are they questioning Shah Rukh’s genuine case so much?

SRK does not need gimmicks

The episode angered and troubled him, so he spoke to the media. Big deal! He’s a public figure, and a huge one at that. He has all the right to voice his opinion. What’s more! Shah Rukh Khan does not need gimmicks. Yes, I agree that with this community discrimination controversy, ‘Brand SRK’ has just got bigger the world over, but that’s by default. Though this event would undoubtedly prop up the hype for ‘My Name Is Khan’, it couldn’t be intentional. And even if it is, what’s the harm? At least, the incident exposes the continuous discrimination towards the Muslim community in America and gives hope to so many people around the world, seeking a life of respect. If people are hell bent on terming it a stunt; then they should call it a stunt with a cause!

PR is a perception game

Shah Rukh has raised a voice which so many throughout the world are identifying with. It’s only a matter of time (or maybe, with the right kind of PR) when his voice will be heard in the right perspective.

Use Facebook as a powerful business tool

Though I am a very net-savvy person, I’ve been a latecomer on Facebook (FB). I’ve been neck-deep into Blogs, Wikipedia, IMDB, Google Videos, YouTube, G-chat and even into SEO (Search Engine Optimisation) for my clients. But I joined Facebook only four months ago, after my close friend and journalist Noyon Jyoti Parasara coaxed me into it.

After padding my account by inviting hundreds of ‘friends’ to join me, I realised that Facebook could be used as a powerful business tool, simply because almost 25-30 percent of Bollywood is on it… many hooked to it.

And then the magic happened for me. I casually chatted with an actress on the site, exchanged numbers, met her and turned her into a client within four days of the chat.

This meant EXTRA income for me… income which was added purely because of Facebook. From that day, I began taking the site seriously, updating regular posts and links, pics and videos, chatting and adding more and more ‘friends’ to my list.

Meanwhile, another of my closest journalist friends Pavithra Selvam put me on to a guy called Kiran Pillai who also specialised in Social Media. Kiran looked like a shy simpleton when he met me. He took a briefing from me, bounced off a couple of ideas to improve the look of my FB account and met me for a second meeting loaded with more ideas to improve my overall social media standing.

To my surprise, Kiran began discussing what he termed “Brand Dale”. Ah… now now!! I specialise in creating and building brands and influencing media and public opinion. And this guy was talking about building ‘my’ brand. He caught my interest. Since I felt he made a lot of sense, I took him on as my ‘Social Media Publicist’. My friends haven’t stopped pulling my leg since then. “A publicist for a publicist, eh?”, they joke.

Within no time, Kiran completely transformed my FB account into one of the well-packaged ones in media. Today, after just four months of being on Facebook, I have many nice people from Bollywood on my ‘friend list’ and I’m talking serious business with a few (some of them might be reading this too and smiling). My new-found ‘publicist’ (wink) even helped me design a section where he incorporated my entire PR Agency Blog on my Facebook account. So now, every time I update my PR clients’ Press Releases and images on the Blog, the additions automatically get updated on Facebook. Isn’t that cool?

My Facebook account has now turned into a full-fledged business tool for my PR agency Dale Bhagwagar Media Group and on an average, I receive 2-3 extra offers for work every day. Being ‘selective’ has a whole new meaning for me now. And the same could be for you too. Check me out on www.facebook.com/dalebhagwagar and let me know what you think of my account.

Media is being unfair to Yash Raj… but the fault lies within

Yash Raj Films (YRF) is no longer a banner – it’s an empire. Mentioning some of its films here would almost be belittling the force that YRF has been since 1970. So it pains me to see the media play games with a super-reputed brand like this. Sorry to say, Yash Raj doesn’t play the media anymore, at least not like it used to. Now, YRF is being ‘viewed’ to try too hard to sustain its reputation.

So review after review, write-up after write-up, why is the media being ruthless to a brand which has given us mega-hits since four decades? Isn’t this critical onslaught unfair to a success story that has been legendary? Let’s go right to the roots.

From my little 23 years of experience in media, first as a journalist for 11 years (since my school days) and later as a PR for 12 years, as I see it, there are various factors. But I’ll tackle the most noteworthy ones here. To start with, I should mention a line which a prominent journalist wrote in Mumbai Mirror the other day… “Success breeds respect, success breeds love.”

These words hold true for almost every product, organisation and celebrity today, when brands are being stamped with ‘success’ and ‘failure’ by the over-enthusiastic media, waiting to pronounce ‘judgement’ all the time. And we all know that YRF’s hit-parade has slowed down off late.

There’s another side to it, which Yash Raj doesn’t seem to have realised yet. And that is the PR side of things. We are living in a world where perception is reality. Smart PRs are great perception builders. They mould, make, break and remake images. They play with minds in the fourth estate, shape opinions, influence write-ups… with focus and an octopus approach… things that ultimately result in changing the outlook of society. Today, YRF needs that kind of PR.

As much as the empire needs to strike back with hits, it needs that ‘correct’ PR push and re-imaging… which many in my profession term a ‘makeover’. And all this with subtle manipulation… cause no man ever likes to be manipulated when it is obvious.

What I’m going to say next might sound a bit bitter, but the fact is, that the empire has mismanaged its PR in the last 4 years. Apparently, some of the people who worked in their internal PR department are said to have given so much attitude to the media in the last few years, that even after they have left the company, the ‘attitude’ tag is unshakeable. One simple way to break this impression and break it hard, would be to shift the control and outsource PR for some time, before reverting to an internal PR department again.

Yash Raj is Yash Raj, a pioneer among pioneers in Bollywood. I guess, we all know from within, that this is just a temporary low, till the empire strikes back with a huge hit, and success starts breeding love and respect once again. But yes, this time round, it will matter more than any other time, how YRF handles the media; the PR side of things. At the cost of repetition, I reiterate one of my favourite lines… we are living in a world where perception is reality.