‘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.

‘Amitabh Bachchan ran away with Rekha!…’

Media has always been about great and shocking headlines. ‘Amitabh Bachchan ran away with Rekha!’ will always make a better headline than ‘Laloo Prasad ran away with a train!’

Let me tell you a PR secret of mine. When chalking out news angles, story ideas and planning gossip pegs for my clients, I always think in headlines. Then, the text just follows and fits into place. It’s simple logic. If the headline catches your reader’s attention (like this one caught yours), more than half your battle is won. The rest of it depends on how gripping the content and adjoining picture is.

Photographs speak for themselves. A good picture will get better placements, while an ordinary one could get the best of story ideas dropped. If your publicist gets this combo right, national mileage can be cakewalk for you or your movie. A good PR will always brainstorm and then guide you with smart headlines.

PRs are often labelled ‘spin doctors’ because of their ability to turn, twist, tweak and spin write-ups in a way which suits and benefits their clients. I do this all the time. Though, since I have a journalistic background (I was a scribe for eight years before I turned PR 12 years ago), my conscience makes sure I draw a line of correctness and ethics even while I deal with gossip, spice and sensationalism; elements that today’s market-driven media seeks in abundance.

I have handled PR for Priyanka Chopra in her initial days, when she was surrounded by controversies. Later, I took care of Shilpa Shetty’s publicity and endeavoured to brand her as ‘the diva in news 24/7’ during the most spectacular five years of her career. This was through the thick and thin of the Celebrity Big Brother controversy, followed by the Richard Gere pecks controversy and many many many more. I used media help to build and propel newbie Sherlyn Chopra into the bold, shocking and outrageous brand that she is now known to be. Some time ago, I was hired by The Man magazine to put out all the gossip about the now-famous Neetu Chandra male-fantasy photo-shoot. The news-hammering probably got Neetu more national media mileage than the pre-release hype of her films. Please note that I am not bragging here, but trying to make a point that I achieved all this, simply by making some striking and hard-hitting headlines for the press releases and articles about my clients.

Some time ago a popular website termed me the “King of Spin”. Around the same time, the Live India television channel alleged that I create Controversy Queens out of my actress clients. To tell you the truth, I am no king – I’m just a PR who has mastered the art of playing with headlines. And if that makes me a Controversy Queen-maker, I don’t really mind the tag. Cause I am just doing my job.

If you have your publicist think in headlines too, you can be bang-on with our gossip-hungry media. You too can achieve national headlines and Breaking News for yourself and your products.