The given headline here might give the impression of a routine vacancy for the job, but actually it does reflect much more. As a matter of fact, it also reflects an industry in dire need of genuine professionals. Around thousand plus companies in India who have hired various Agencies for the purpose of brand building are the worst hit in the absence of professionals. And media is not ready to take the industry and its practitioners who can’t differentiate between, news flash, news update and news break. The PR industry is really groping in the dark and mediocrity is ruling the roost.
In India who are the PR professionals in the first place? And how many of them have any depth or background in the Brand Management. There are dropout journalists, failed marketers, and a bunch of people who failed to make it big in their given professions. There is another breed of smart operators who started as a low profile second or third assistant of a PR or Corporate Communication professionals and grew up on the sheer merit of playing one against the other in the industry or otherwise playing into the hands of a lobby or two.
It works till the time you continue to operate in a system where favours have openly been exchanged. But when confronted with the demanding clients who mean serious business, these so-called professionals are left just shooting in the dark. Just imagine the Deputy CEO of a PR Agency criticizing a PR contract without realizing that it was he who actually finalised the deal. This happened when he got flak by the junior colleagues for the Agency working on a pharma client where targets are unrealistic. Unable to explain as to how things could be improved, the “boss” criticized the contract as being unrealistic. It left all the junior colleagues baffled. If the person who signed the dotted line of the contract calls it unrealistic, then why did he go ahead with the deal in the first place?
The fact of the matter is that these so-called “bosses” are there not on the merit of their professional competence. Nor have they risen from the ranks in the industry. They have just managed to survive at one given mediocre Agency by the cardinal principle of sycophancy and hence can’t e expected to understand the challenges of PR. No wonder, in the so-called training session of such “smart” agencies, what actually is being discussed is the story of rabbit and tortoise. I wonder whether they seriously need motivational stories or have not been taught all this in the schools.
Another top “boss” of a PR Agency was once found asking the junior most colleagues that what KPI (key point information) is. The said person has got a journalistic background and it was all the more surprising since in journalism that is the most common route to do an industry story. Now if a trainee level colleague will be asked such stupid questions by the seniors, how will the industry shape up as a knowledge driven sector? No wonder such seniors only learn through trial and error method that KPI is used only “in our organization”. And juniors are not to be blamed here since they have just begun their career and have hardly been exposed to how the professional world functions. Their survival instinct hardly encourages them to look beyond the given spectrum.
If the PR head of an Agency is so scared of facing a demanding client that she keeps asking junior colleagues for ideas to counter the client, then it is pathetic. There is a difference between exchange of ideas and evading behind your juniors. Sometimes the situation becomes hilarious when a junior is asked by the senior as to how to calculate a column centimeter. These people need to be told that there are much better paid professions than PR. But then it seems that PR has fast emerged as the last refuge of drop outs with people from as diverse background as hotel management and medical landing into the profession.
Professionalism can’t be expected of such bunch of mediocre and very often it so happens that over enthusiasm to do pro active PR often results into generating negativity for the client. I remember some time back it was the initiative of a PR Agency to get the PepsiCo product Quaker Oats certified by the Indian Medical Association. The story was pushed into the media without realizing the consequences. “If the Quaker Oats is a healthy food option then why the hell does it need an IMA certification”, media wanted to know. There were reports that the IMA has been sold into the hands of a multinational.
And in the wake of the controversy, PR Agency somehow backed out of the entire deal. Of course, industry grapevine has it that there was blame game within the organization and seniors conveniently put the blame on the junior executives. After all, PR is the only science without any definition. No wonder, it is also an industry where seniors don’t lead from the front, so it seems.
5:59 AM
CLASH OF INTEREST; STILL IT’S MY BUSINESS
PR in the decade is set to wipe out bullshitting
A leading corporate group recently invited pitch from the PR agencies for its prestigious account. The short listed PR agencies were given a level playing field and there had been nothing to suggest any element of favouritism when one of the PR Agencies clinched the deal on the merits of its exposure in the given industry. It looked like a normal competitive pitch where one of the Agencies got the account on its sheer merit.
It was so till the time another Agency which had lost it in the competitive bid poached for one of its key professionals. After that it was an expose of sorts. Switching to the new Agency made the professional change his loyalties too, and hence it was brought to the light that the Agency which bagged the prized account was actually handling the account of the competing brand as well which had a clash of interest with this client. The greed of the Agency had made them conceal this information despite of the fact that they had signed the contract with the clause that they will not handle the account of any competing brand till the completion of their agreement.
The expose was not confined to the board room of the Corporate Group. It was rather selectively leaked to the media and hence there were newspaper reports on the subject. The Agency was immediately summoned by the Corporate. To the utter surprise of one and all, the Agency tried to defend its act by reiterating that they are not handling any PR campaign of the rival group and are actually taking care of just the Investor Relations for them. And what does this Investor Relations mean? To the best of my knowledge as a communication professional, it means issuing Press Release and sharing other financial information with the audience who are key stake holders and have invested money in the company through equity. Well, if Investor Relations is not part of Public Relations, then I suppose even Event Management and Public Affairs too are not part of the PR business.
The said instance here clearly suggests as to how PR Agencies play the role of spin doctors to the detrimental of the clients. The contract of the Agency was revoked and they were shown the doors. However, this is not the only exceptional instance of PR Agencies working on the competing brands with conflict of interests without the knowledge of the client. If such agencies do not wake up to the reality that PR is evolving to a new level they will soon get mowed down. The next decade is going to call for PR to redefine its path and roles. Public Relations in this part of the world lack an identity because it means so many things to so many people. With almost anyone getting into PR, it is time it evolved into a genuine profession.
Nothing is more criminal in the business of PR than to work on the competing brand where there is clash of interest. However, some of the PR Agencies seems to believe in the theory of being indispensable just because there is no safeguard mechanism to protect the clients. A few clients from the same sector in the kitty and it goes to the head of the Agency to become self-styled specialists, and hence indispensable.
This criminal negligence becomes all the more grave if the Agency is doing it without the knowledge of the client, often misleading the client after signing the contract with the clause of “No Business” with competitors. Can anybody believe the same Agency working on the PR campaign of Crocin and Ibrufen in the paracetamol segment or Quaker Oats and Kellogs in the breakfast segment? I can understand Lays PR being in the same kitty since the product is not a healthy snacking option and hence there is no clash of interest. But this all happens within the PR industry and there are Agencies who shamelessly claim to be ethical and “clean” people despite of such unethical trade practices.
There are Agencies which have taken a smart way to deal with the situation in the wake of getting such competing brands with clash of interests. A couple of years back an Agency handling the account of one of the largest PSU telecom company got an offer from the competing private telecom company. Under the contractual obligation of “No Business” in the segment, they floated a new subsidiary of the parent company, only for the billing purposes, and henceforth it was business as usual with same set of people handling both the account.
While the PR industry world over is moving towards specialization, in India this specialization seems to be heralding for all the wrong reasons. In June 2004, Dejan Vercic at the IPR's AGM, commented that: "We, the PR community, are the essence of a free society, a market economy, and political democracy, and we should start thinking about ourselves as such. There never has been and never will be a closed society with public relations." I believe this comment is of great relevance as it extends well beyond PR to communications in general. Moreover, it also clearly suggests that specialization does not mean you start living into your own cocooned and isolated world.
Agencies that live in their own fool’s paradise, believing that since they operate in a given sector, like healthcare or education, they have become specialized ones. The arrogance becomes all too obvious if they continue with the business without getting exposed. Agencies who believe they can afford competing brands with clash of interest need some serious introspection for their own good. I have reasons to believe that such unfair trade practices would not last long. And for the sake of the profession and industry in general, let’s hope that PR in this decade will wipe out all the bullshiting as far as business norms and ethics are concerned.
A leading corporate group recently invited pitch from the PR agencies for its prestigious account. The short listed PR agencies were given a level playing field and there had been nothing to suggest any element of favouritism when one of the PR Agencies clinched the deal on the merits of its exposure in the given industry. It looked like a normal competitive pitch where one of the Agencies got the account on its sheer merit.
It was so till the time another Agency which had lost it in the competitive bid poached for one of its key professionals. After that it was an expose of sorts. Switching to the new Agency made the professional change his loyalties too, and hence it was brought to the light that the Agency which bagged the prized account was actually handling the account of the competing brand as well which had a clash of interest with this client. The greed of the Agency had made them conceal this information despite of the fact that they had signed the contract with the clause that they will not handle the account of any competing brand till the completion of their agreement.
The expose was not confined to the board room of the Corporate Group. It was rather selectively leaked to the media and hence there were newspaper reports on the subject. The Agency was immediately summoned by the Corporate. To the utter surprise of one and all, the Agency tried to defend its act by reiterating that they are not handling any PR campaign of the rival group and are actually taking care of just the Investor Relations for them. And what does this Investor Relations mean? To the best of my knowledge as a communication professional, it means issuing Press Release and sharing other financial information with the audience who are key stake holders and have invested money in the company through equity. Well, if Investor Relations is not part of Public Relations, then I suppose even Event Management and Public Affairs too are not part of the PR business.
The said instance here clearly suggests as to how PR Agencies play the role of spin doctors to the detrimental of the clients. The contract of the Agency was revoked and they were shown the doors. However, this is not the only exceptional instance of PR Agencies working on the competing brands with conflict of interests without the knowledge of the client. If such agencies do not wake up to the reality that PR is evolving to a new level they will soon get mowed down. The next decade is going to call for PR to redefine its path and roles. Public Relations in this part of the world lack an identity because it means so many things to so many people. With almost anyone getting into PR, it is time it evolved into a genuine profession.
Nothing is more criminal in the business of PR than to work on the competing brand where there is clash of interest. However, some of the PR Agencies seems to believe in the theory of being indispensable just because there is no safeguard mechanism to protect the clients. A few clients from the same sector in the kitty and it goes to the head of the Agency to become self-styled specialists, and hence indispensable.
This criminal negligence becomes all the more grave if the Agency is doing it without the knowledge of the client, often misleading the client after signing the contract with the clause of “No Business” with competitors. Can anybody believe the same Agency working on the PR campaign of Crocin and Ibrufen in the paracetamol segment or Quaker Oats and Kellogs in the breakfast segment? I can understand Lays PR being in the same kitty since the product is not a healthy snacking option and hence there is no clash of interest. But this all happens within the PR industry and there are Agencies who shamelessly claim to be ethical and “clean” people despite of such unethical trade practices.
There are Agencies which have taken a smart way to deal with the situation in the wake of getting such competing brands with clash of interests. A couple of years back an Agency handling the account of one of the largest PSU telecom company got an offer from the competing private telecom company. Under the contractual obligation of “No Business” in the segment, they floated a new subsidiary of the parent company, only for the billing purposes, and henceforth it was business as usual with same set of people handling both the account.
While the PR industry world over is moving towards specialization, in India this specialization seems to be heralding for all the wrong reasons. In June 2004, Dejan Vercic at the IPR's AGM, commented that: "We, the PR community, are the essence of a free society, a market economy, and political democracy, and we should start thinking about ourselves as such. There never has been and never will be a closed society with public relations." I believe this comment is of great relevance as it extends well beyond PR to communications in general. Moreover, it also clearly suggests that specialization does not mean you start living into your own cocooned and isolated world.
Agencies that live in their own fool’s paradise, believing that since they operate in a given sector, like healthcare or education, they have become specialized ones. The arrogance becomes all too obvious if they continue with the business without getting exposed. Agencies who believe they can afford competing brands with clash of interest need some serious introspection for their own good. I have reasons to believe that such unfair trade practices would not last long. And for the sake of the profession and industry in general, let’s hope that PR in this decade will wipe out all the bullshiting as far as business norms and ethics are concerned.
2:49 AM
PR CRITIQUE ON PUBLIC DEMAND
It is not easy for a blogger journalist to repeat his writing on the same subject yet again unless there is an earth shattering development or impact. So, the resignation of Uttarakhand Chief Minister, the apprehension were raised in my last piece following the PR fiasco leading to election debacle, is not the reason what forced me to ponder over the legitimacy of my criticism. In my opinion, more than the impact of writing what actually drives a writer is success in connecting with his audience far and wide. That is the ultimate yardstick of satisfaction which often compels one to react further on the subject.
In a developing society where there are not very many performing politicians, it would not be ethically correct to take a pleasure out of B C Khanduri’s resignation, and now fate hanging in balance. “I told you so” or “me first” or worst even “impact of my writing” is something on which television channels and a section of print media thrives. The idea here is not to toe their line. At least, I have sympathy with the Khanduri whose only fault has been his innocence to take the tall PR claims on the sheer face value. Now the question is why am I writing then? The fact is that I am amazed by the response over the last piece and hence comes this admittedly lengthy one.
I always thought that blogs in this part of the world are read only within your acquaintances. This perception has many takers and there is a general feeling that unlike the western countries with more internet penetration and better literacy, it is not a medium to reach to audiences far and wide in India. Actually, I was wrong and could not anticipate the power of this new age medium. A host of phone calls, most of them establishing touch base with me through references was very touching. And, of course, there were usual close friends who in any case always stand by me and hence my writing. The response has actually overwhelmed me, to say the least. Many of these new callers even wanted to know which the PR Agency that I was talking about is.
Well, I have throughout maintained that it was more to do with the academic discussion on the trade practices and not a personal attack on any particular PR firm. Many of such standalone PR Agencies are in any way confined to category B and C publications and without any effective working relations in the mainstream media. Media is often found mocking over the quality of their work and working culture. Moreover, within the industry and circle of those who matter it has been an open secret now. The day the industry gets a bit more professional and is institutionalized, there will be no space for those who take the clients for a ride and are often found working on the competing brands with conflict of interests as well. There must be a check and balance mechanism to keep the clients informed as to whether the Agency is working for the cross purposes.
However, there are reasons to believe that such unfair trade practices can not be sustained for long. Many a PR Agency which were seen as doing well only a couple of years back, are out of the business today. You can not fool all the people all the time, the old adage still stands valid. In the industry a successful communication campaign may take time to evoke a response and get noticed; a failed campaign does not take that much time. It is a cruel world where every campaign is a challenge forcing you on the edge of the sword. One may not get his due appreciation for the job done, but any failures and critics have their way.
Some old friends from the JNU who established contacts with me after a long while and who know it all, insisted that the expose should have been more target specific. “If not Agency, at least person accountable on the given account who messed up with the campaign should have been exposed thoroughly so that one is seen in his true place within the industry”, they suggested. I won’t deny the fact that they have a valid point and an expose should be like that only. But the idea here has not been to expose just one or two black sheep of the industry; they are very many in any case.
Another group of friend, who are more into the teaching of communications, admitted that it is easier to preach it in the classroom than to practice. The actual practice of the business becomes all the more difficult if you have to implement the fancy ideas that you proudly preach on your own. You have nobody to blame in the given scenario. After all, communication and PR is not just about boring academics which have little relevance to the industry. The art of leadership has a much bigger role here, both to drive the team along and network & connect with the client and media. I have serious doubts as to whether this can be taught in any classroom.
What actually compelled me to write on the subject has been my commitment to the profession which is not being seen in a very high esteem in this part of the world. Unlike the western countries where PR professionals are seen as Image Consultants, in India the retained companies treat PR practitioners not as Strategic Consultants but order takers whose only job is liasioning with the journos. More the media jugaad, the better you are as a professional.
The industry has not evolved as a knowledge driven sector, even though a few cynics would like to believe that if you have knowledge driven clients in the portfolio, say like healthcare, you are also knowledge driven. The same wisdom (?) would also suggest that if you have clients from other sectors, say like Real Estate, your thought process is also like a builder. This heady mix of hypocrisy and myopia only reflects that we are not good brand ambassadors of the profession. When our own fundamentals of Image and Reputation Management are not clear within ourselves, how can we do the same for the clients? No wonder, such cynics are often found dragging their own career prospects within the same mediocre Agencies for decades.
We are, therefore, treated more like vendors who have been assigned a job by the client. And to be honest with ourselves, we are to blame us only for this. We never feel shy of resorting to unethical trade practices to get the clients. Moreover, within the organizational set-up of most of the PR Agencies today, it is “Loyalty to the Boss that Matters the Most.” “Yes Boss” flows from top to bottom and inquisitive mind, creative thought and critical reasoning are increasingly being relegated to the dustbin. Anybody defying the fundamental and cardinal principle of sycophancy to set the record straight and reward the performance and potential is often seen more trouble-maker than trouble-shooter.
No wonder, the organizational growth chart is heavily loaded towards Loyalty (to the boss), Potential (in the eyes of the boss) and Performance (boss and not client will decide the parameters). Anybody who has been taught in the management classes that Performance, Potential and Loyalty should flow in that order is a misfit in the given scenario and upright professionals are seen as liability. PR industry, therefore, has been facing the highest attrition rate even during the slowdown and there is always a musical chair waiting for the head of the PR team. Does anybody still have any questions as to why PR industry has not evolved as a respectable and knowledge-driven sector in India? Any way, this one is on public demand.
In a developing society where there are not very many performing politicians, it would not be ethically correct to take a pleasure out of B C Khanduri’s resignation, and now fate hanging in balance. “I told you so” or “me first” or worst even “impact of my writing” is something on which television channels and a section of print media thrives. The idea here is not to toe their line. At least, I have sympathy with the Khanduri whose only fault has been his innocence to take the tall PR claims on the sheer face value. Now the question is why am I writing then? The fact is that I am amazed by the response over the last piece and hence comes this admittedly lengthy one.
I always thought that blogs in this part of the world are read only within your acquaintances. This perception has many takers and there is a general feeling that unlike the western countries with more internet penetration and better literacy, it is not a medium to reach to audiences far and wide in India. Actually, I was wrong and could not anticipate the power of this new age medium. A host of phone calls, most of them establishing touch base with me through references was very touching. And, of course, there were usual close friends who in any case always stand by me and hence my writing. The response has actually overwhelmed me, to say the least. Many of these new callers even wanted to know which the PR Agency that I was talking about is.
Well, I have throughout maintained that it was more to do with the academic discussion on the trade practices and not a personal attack on any particular PR firm. Many of such standalone PR Agencies are in any way confined to category B and C publications and without any effective working relations in the mainstream media. Media is often found mocking over the quality of their work and working culture. Moreover, within the industry and circle of those who matter it has been an open secret now. The day the industry gets a bit more professional and is institutionalized, there will be no space for those who take the clients for a ride and are often found working on the competing brands with conflict of interests as well. There must be a check and balance mechanism to keep the clients informed as to whether the Agency is working for the cross purposes.
However, there are reasons to believe that such unfair trade practices can not be sustained for long. Many a PR Agency which were seen as doing well only a couple of years back, are out of the business today. You can not fool all the people all the time, the old adage still stands valid. In the industry a successful communication campaign may take time to evoke a response and get noticed; a failed campaign does not take that much time. It is a cruel world where every campaign is a challenge forcing you on the edge of the sword. One may not get his due appreciation for the job done, but any failures and critics have their way.
Some old friends from the JNU who established contacts with me after a long while and who know it all, insisted that the expose should have been more target specific. “If not Agency, at least person accountable on the given account who messed up with the campaign should have been exposed thoroughly so that one is seen in his true place within the industry”, they suggested. I won’t deny the fact that they have a valid point and an expose should be like that only. But the idea here has not been to expose just one or two black sheep of the industry; they are very many in any case.
Another group of friend, who are more into the teaching of communications, admitted that it is easier to preach it in the classroom than to practice. The actual practice of the business becomes all the more difficult if you have to implement the fancy ideas that you proudly preach on your own. You have nobody to blame in the given scenario. After all, communication and PR is not just about boring academics which have little relevance to the industry. The art of leadership has a much bigger role here, both to drive the team along and network & connect with the client and media. I have serious doubts as to whether this can be taught in any classroom.
What actually compelled me to write on the subject has been my commitment to the profession which is not being seen in a very high esteem in this part of the world. Unlike the western countries where PR professionals are seen as Image Consultants, in India the retained companies treat PR practitioners not as Strategic Consultants but order takers whose only job is liasioning with the journos. More the media jugaad, the better you are as a professional.
The industry has not evolved as a knowledge driven sector, even though a few cynics would like to believe that if you have knowledge driven clients in the portfolio, say like healthcare, you are also knowledge driven. The same wisdom (?) would also suggest that if you have clients from other sectors, say like Real Estate, your thought process is also like a builder. This heady mix of hypocrisy and myopia only reflects that we are not good brand ambassadors of the profession. When our own fundamentals of Image and Reputation Management are not clear within ourselves, how can we do the same for the clients? No wonder, such cynics are often found dragging their own career prospects within the same mediocre Agencies for decades.
We are, therefore, treated more like vendors who have been assigned a job by the client. And to be honest with ourselves, we are to blame us only for this. We never feel shy of resorting to unethical trade practices to get the clients. Moreover, within the organizational set-up of most of the PR Agencies today, it is “Loyalty to the Boss that Matters the Most.” “Yes Boss” flows from top to bottom and inquisitive mind, creative thought and critical reasoning are increasingly being relegated to the dustbin. Anybody defying the fundamental and cardinal principle of sycophancy to set the record straight and reward the performance and potential is often seen more trouble-maker than trouble-shooter.
No wonder, the organizational growth chart is heavily loaded towards Loyalty (to the boss), Potential (in the eyes of the boss) and Performance (boss and not client will decide the parameters). Anybody who has been taught in the management classes that Performance, Potential and Loyalty should flow in that order is a misfit in the given scenario and upright professionals are seen as liability. PR industry, therefore, has been facing the highest attrition rate even during the slowdown and there is always a musical chair waiting for the head of the PR team. Does anybody still have any questions as to why PR industry has not evolved as a respectable and knowledge-driven sector in India? Any way, this one is on public demand.
10:31 PM
WRONG PR MOVES PROVED TO BE NEMESIS OF UTTARAKHAND
As the General Elections come to an end with UPA’s miracle story, parties on the other side of the fence have gone into introspection mode. One pertinent question which has all along been asked from various quarters is that whether branding and PR campaigns of the political parties and individual candidates actually translate into votes. Well, the basic instinct of a communication professional will always like to answer into affirmative.
However, very much like the political parties, we communication specialists too need to do some serious introspection over the way we practice what in collective consciousness is known as PR. After all, we too have had only mixed results and have definitely gone wrong both in strategic moves and tactical delivery. And since we have the advantage of a section of media being with us, we always try to evade the unpleasant realities. As a result, while we often boast of the credit of our client’s (party or candidate) victory, we rarely want to share the blame when the client loses.
It may sound fancy to blame it on the non-performance of the client when things don’t go the way it was projected by the PR agency. Of course, we conveniently, and often shamelessly, forget the tall claims of conducting political audit and gauging the mood and pulse of the voters only a few months back. Let’s face this fact called hypocrisy in our business. Actually our complacency to the job and an approach towards “Groupism” within our own peer group makes us believe that whatever we discuss within ourselves is the mood and reality of the masses. Sadly this “I appreciate you and you appreciate me” mentality falls flat on our face when confronted with the ground realities. If communication specialists have to institutionalize the branding and PR campaign in the country the way it is practiced in the west, we have to get rid of the syndrome of “when I am good, I am god; when I am not, I am human.”
Let’s take the case of Uttarakhand state where the ruling BJP was shown the doors by the electorates despite of very many performance driven initiatives. Now if we analyse the message emanating from the General Elections of 2009, the message is loud and clear-Perform or Perish. The parochial card of caste, religion and other jingoistic instruments were put silent by the resonance of development and governance. Shiela Dixit in Delhi, Nitish Kumar in Bihar, Shivraj Chouhan in Madhya Pradesh and Y S Rajashekhar Reddy in Andhra Pradesh are classic examples of the message that those who have paid attention to governance have won the voters’ confidence and received handsome returns by way of refurbished mandates.
Then what went wrong with Uttarakhand which has not been far behind these states in terms of governance? An army man by instinct, B C Khanduri pushed forward the reforms process which has always been a challenge in the hilly terrains. Still the voters of the state seemed to be determined to derail his train. There is a big question as to why? Was it the problem of perception and projection? That should not have been the case as Uttarakhand Government had hired a PR agency much in advance. And industry and government sources suggest that the mandate to the agency was loud and clear—Change the Perception & Project the Achievement.
The idea here is not just to blame the PR agency. After all, they are in the business of communication and conventional wisdom would suggest that if they can’t do their own PR, then what is the point to be in that business? So, a little bit of self appreciation is acceptable here. But is not acceptable is the approach to treat a failed communication campaign as business as usual for them. Since the business of PR has only recently evolved in the country and most of the so-called communication specialists don’t have any depth or background in brand management, it is more a game of “advertising is what you PAY for; and PR is what you PRAY for”. Now all the wishful prayers can’t be answered all the time.
And more often than not it is client who prays more and suffers even more. Well, in this case, Uttaranchal Government hired a PR agency without getting into a competitive pitch. “High Level Recommendation” and “Influential Connections” seemed to be the only criterion behind the selection of the agency. Perhaps they should have taken a lead from the Haryana Government which was at the receiving end of media backlash after the police laathi charge on the Honda Workers. They hired a PR agency after a rigorous competitive pitch and the result: within ten months Haryana emerged as the number one state in terms of positive media coverage. This is a fact which has been backed by an independent monitoring agency, CIRRUS.
But Uttarakhand is a case in contrast. Perhaps in his overzeal to do what successful governments in western countries do, B C Khanduri failed to cross check the credentials and get into competitive pitch. The campaign for Uttaranchal’s “Perception & Projection” was handed over to non-specialists and it was not even cross checked as to whether the same set of people were working for the candidates belonging to the rival parties as well. “Money Hai to Honey Hai” mindset prevailed and Uttarakhand stood out as the only state which defied the national trend of “Vote for Governance”. And as the BJP sources claim B C Khanduri might be asked to step down, as part of the generational change in the party borne out of the election failure. What a costly price of wrong PR moves? This PR campaign definitely deserves to go down as a Case Study in the academics of Public Relations.
The only answer to the questions raised above is to institutionalize the business of PR, Branding and Communication. Only transparency will bring qualitative change in the way we practice this trade. It is a well established industry in the western countries. However, in India many political parties and state governments want to keep it low decibel information while hand picking the PR agency. As a result, most suitable and deserving specialists often don’t even come to know which government is on the look out for an agency. Needless to add, who suffers the most in this case. However, we communication specialists also need some serious introspection as to how we practice this business and how we ought to practice. But the moot point remains-in the fiasco of Uttarakhand PR campaign; will the real PR Agency please stand up and share the blame? After all, it’s just for the academic discussion on the trade practices and not “personal”, and I repeat not “Personal” at all.
However, very much like the political parties, we communication specialists too need to do some serious introspection over the way we practice what in collective consciousness is known as PR. After all, we too have had only mixed results and have definitely gone wrong both in strategic moves and tactical delivery. And since we have the advantage of a section of media being with us, we always try to evade the unpleasant realities. As a result, while we often boast of the credit of our client’s (party or candidate) victory, we rarely want to share the blame when the client loses.
It may sound fancy to blame it on the non-performance of the client when things don’t go the way it was projected by the PR agency. Of course, we conveniently, and often shamelessly, forget the tall claims of conducting political audit and gauging the mood and pulse of the voters only a few months back. Let’s face this fact called hypocrisy in our business. Actually our complacency to the job and an approach towards “Groupism” within our own peer group makes us believe that whatever we discuss within ourselves is the mood and reality of the masses. Sadly this “I appreciate you and you appreciate me” mentality falls flat on our face when confronted with the ground realities. If communication specialists have to institutionalize the branding and PR campaign in the country the way it is practiced in the west, we have to get rid of the syndrome of “when I am good, I am god; when I am not, I am human.”
Let’s take the case of Uttarakhand state where the ruling BJP was shown the doors by the electorates despite of very many performance driven initiatives. Now if we analyse the message emanating from the General Elections of 2009, the message is loud and clear-Perform or Perish. The parochial card of caste, religion and other jingoistic instruments were put silent by the resonance of development and governance. Shiela Dixit in Delhi, Nitish Kumar in Bihar, Shivraj Chouhan in Madhya Pradesh and Y S Rajashekhar Reddy in Andhra Pradesh are classic examples of the message that those who have paid attention to governance have won the voters’ confidence and received handsome returns by way of refurbished mandates.
Then what went wrong with Uttarakhand which has not been far behind these states in terms of governance? An army man by instinct, B C Khanduri pushed forward the reforms process which has always been a challenge in the hilly terrains. Still the voters of the state seemed to be determined to derail his train. There is a big question as to why? Was it the problem of perception and projection? That should not have been the case as Uttarakhand Government had hired a PR agency much in advance. And industry and government sources suggest that the mandate to the agency was loud and clear—Change the Perception & Project the Achievement.
The idea here is not just to blame the PR agency. After all, they are in the business of communication and conventional wisdom would suggest that if they can’t do their own PR, then what is the point to be in that business? So, a little bit of self appreciation is acceptable here. But is not acceptable is the approach to treat a failed communication campaign as business as usual for them. Since the business of PR has only recently evolved in the country and most of the so-called communication specialists don’t have any depth or background in brand management, it is more a game of “advertising is what you PAY for; and PR is what you PRAY for”. Now all the wishful prayers can’t be answered all the time.
And more often than not it is client who prays more and suffers even more. Well, in this case, Uttaranchal Government hired a PR agency without getting into a competitive pitch. “High Level Recommendation” and “Influential Connections” seemed to be the only criterion behind the selection of the agency. Perhaps they should have taken a lead from the Haryana Government which was at the receiving end of media backlash after the police laathi charge on the Honda Workers. They hired a PR agency after a rigorous competitive pitch and the result: within ten months Haryana emerged as the number one state in terms of positive media coverage. This is a fact which has been backed by an independent monitoring agency, CIRRUS.
But Uttarakhand is a case in contrast. Perhaps in his overzeal to do what successful governments in western countries do, B C Khanduri failed to cross check the credentials and get into competitive pitch. The campaign for Uttaranchal’s “Perception & Projection” was handed over to non-specialists and it was not even cross checked as to whether the same set of people were working for the candidates belonging to the rival parties as well. “Money Hai to Honey Hai” mindset prevailed and Uttarakhand stood out as the only state which defied the national trend of “Vote for Governance”. And as the BJP sources claim B C Khanduri might be asked to step down, as part of the generational change in the party borne out of the election failure. What a costly price of wrong PR moves? This PR campaign definitely deserves to go down as a Case Study in the academics of Public Relations.
The only answer to the questions raised above is to institutionalize the business of PR, Branding and Communication. Only transparency will bring qualitative change in the way we practice this trade. It is a well established industry in the western countries. However, in India many political parties and state governments want to keep it low decibel information while hand picking the PR agency. As a result, most suitable and deserving specialists often don’t even come to know which government is on the look out for an agency. Needless to add, who suffers the most in this case. However, we communication specialists also need some serious introspection as to how we practice this business and how we ought to practice. But the moot point remains-in the fiasco of Uttarakhand PR campaign; will the real PR Agency please stand up and share the blame? After all, it’s just for the academic discussion on the trade practices and not “personal”, and I repeat not “Personal” at all.
5:24 AM
Realistic Realtors Foray into Recession Proof Education
The real estate sector in India, like worldwide, is reeling under liquidity crunch borne out of overall economic slowdown, increasing debt & lowering demand and an over cautious lending institutions. While some of the realty companies seem to have resigned to distress selling, there are a few realistic realtors in the country who are smartly turning this adversity into opportunity. These are the players who are diversifying so that the show goes on irrespective of the slowdown.
Some of the biggies of real estate are divesting non core businesses like the telecom which has further deepened the hole in the pocket. However, a clutch of mid-level developers have of late shown the way to their big brothers. These are the realtors who have realised that there is a safe haven which is also recession proof and hence are chalking up plans to invest in the education sector. In the last one month, four real estate developers have announced plans of setting up business schools across the country with the combined investment exceeding Rs 500 crore.
But the fifth realtor whose foray into the “business of education” has set a differentiator is the Delhi-based company AEZ Group. The Group has diversified into education with a 50 per cent stake in Mother’s Pride, the pre-school chain in north India which has been valued at Rs. 1000 crore. Now that is a huge investment and alone accounts for all the real estate investment in education. Mother’s Pride, which runs 26 schools across the National Capital Region has annual revenue of nearly 100 crore per annum.
AEZ Group plans to invest in another Rs. 500 crore over the next five years for the expansion of the joint venture. In the endeavour to catch pace with the growth plan in this emerging sector, the Group plans to add 100 branches across India over the next three to five years. The chain has 14,000 students on its roll and plans to have close to 1,00,000 students on board over the next five years. The school chain is also eyeing oversees expansion although plans have not been finalized as yet. The joint venture is also planning to have a new chain of schools, Sparsh which will cater to the physically and mentally challenged children.
The model has worked successfully in some countries like US and Canada. With diminished demand for housing and a cash constraint, it’s a natural progression for many developers with available land banks. The Chennai based R. R Industries, Ahmedabad based Omega Realty, Delhi based Ansal Plaza and Kolhapur based Sanjay Ghodawat group are the realtors all set to take a plunge in this lucrative sector. They feel that this is the right sector for investment which is upbeat, risk free and where revenue is growing at more than 50 per cent across the industry.
Ansal API also plans to invest Rs 200 crore in next three to five years for setting up private schools, engineering institute across various centre in the country. The group has already tied up with e-learning service provider Educomp and has leased out its three operational schools in Gurgaon to Educomp. The realty major also plans to build school in townships being developed by them.
Similarly, the Ahmedabad based Omega Realty plans to get into business schools - to be named as United World School of Business - with a proposed investment of Rs 105 crores. The three proposed schools in Mumbai, Delhi and Ahmedabad will commence operations in academic session 2009-10. Another builder to jump into the education bandwagon, the Kolhapur based Sanjay Godhawat Group plans to offer courses in engineering, management and also in the pipeline is an international school. The development of the 150 acre Sanjay Godhawat Institute will happen in three phases with an investment of over Rs 250 crore.
The trend seems to have a pan-India outlook and is now being seen amongst the builders in south too. Chennai based real estate firm R. R Industries has tied up with National Management School (NMS) which is being set-up by US academics to start 25 business schools across the country with an estimated cost of Rs 9 crore.
Experts say the reason for the rush into education is the burgeoning demand supply gap and also a logical extension into an adjacent category for builders who have the necessary wherewithal. High rate of returns on investment coupled with huge imbalance in demand supply is attracting real estate players towards the sector who will be at ease in setting up the required infrastructure who already have land banks with them.
However, the diversification won’t be an easy one, as similar initiatives have flopped in China. Among the realtors who have thus far announced their foray into education, only AEZ Group has announced to take the quality Indian education forward to the international platform. Now that certainly sounds like an attractive proposition.
Some of the biggies of real estate are divesting non core businesses like the telecom which has further deepened the hole in the pocket. However, a clutch of mid-level developers have of late shown the way to their big brothers. These are the realtors who have realised that there is a safe haven which is also recession proof and hence are chalking up plans to invest in the education sector. In the last one month, four real estate developers have announced plans of setting up business schools across the country with the combined investment exceeding Rs 500 crore.
But the fifth realtor whose foray into the “business of education” has set a differentiator is the Delhi-based company AEZ Group. The Group has diversified into education with a 50 per cent stake in Mother’s Pride, the pre-school chain in north India which has been valued at Rs. 1000 crore. Now that is a huge investment and alone accounts for all the real estate investment in education. Mother’s Pride, which runs 26 schools across the National Capital Region has annual revenue of nearly 100 crore per annum.
AEZ Group plans to invest in another Rs. 500 crore over the next five years for the expansion of the joint venture. In the endeavour to catch pace with the growth plan in this emerging sector, the Group plans to add 100 branches across India over the next three to five years. The chain has 14,000 students on its roll and plans to have close to 1,00,000 students on board over the next five years. The school chain is also eyeing oversees expansion although plans have not been finalized as yet. The joint venture is also planning to have a new chain of schools, Sparsh which will cater to the physically and mentally challenged children.
The model has worked successfully in some countries like US and Canada. With diminished demand for housing and a cash constraint, it’s a natural progression for many developers with available land banks. The Chennai based R. R Industries, Ahmedabad based Omega Realty, Delhi based Ansal Plaza and Kolhapur based Sanjay Ghodawat group are the realtors all set to take a plunge in this lucrative sector. They feel that this is the right sector for investment which is upbeat, risk free and where revenue is growing at more than 50 per cent across the industry.
Ansal API also plans to invest Rs 200 crore in next three to five years for setting up private schools, engineering institute across various centre in the country. The group has already tied up with e-learning service provider Educomp and has leased out its three operational schools in Gurgaon to Educomp. The realty major also plans to build school in townships being developed by them.
Similarly, the Ahmedabad based Omega Realty plans to get into business schools - to be named as United World School of Business - with a proposed investment of Rs 105 crores. The three proposed schools in Mumbai, Delhi and Ahmedabad will commence operations in academic session 2009-10. Another builder to jump into the education bandwagon, the Kolhapur based Sanjay Godhawat Group plans to offer courses in engineering, management and also in the pipeline is an international school. The development of the 150 acre Sanjay Godhawat Institute will happen in three phases with an investment of over Rs 250 crore.
The trend seems to have a pan-India outlook and is now being seen amongst the builders in south too. Chennai based real estate firm R. R Industries has tied up with National Management School (NMS) which is being set-up by US academics to start 25 business schools across the country with an estimated cost of Rs 9 crore.
Experts say the reason for the rush into education is the burgeoning demand supply gap and also a logical extension into an adjacent category for builders who have the necessary wherewithal. High rate of returns on investment coupled with huge imbalance in demand supply is attracting real estate players towards the sector who will be at ease in setting up the required infrastructure who already have land banks with them.
However, the diversification won’t be an easy one, as similar initiatives have flopped in China. Among the realtors who have thus far announced their foray into education, only AEZ Group has announced to take the quality Indian education forward to the international platform. Now that certainly sounds like an attractive proposition.
3:05 AM
Sleaze & Media Hypocrisy
A small item in the inside page of a daily newspaper would have otherwise gone unnoticed. Crime and sleaze have become so repetitive that it no longer shocks collective or individual consciousness. The more the element of sensation, the more it is newsworthy and headlines material. Individual journos too seem to get a kick out of championing and taking a moral high ground while lambasting the police, society and the system in general. Introspection is the last word in the vocabulary of the media. So the news of Delhi Police arresting 9 people, including women, for allegedly duping several by running a fake Friendship Club is in no way an earth-shattering news item.
However, a couple of pages down the same newspaper edition there seem to be an element of hypocrisy with a number of advertisements. The bombardment of very many sleaze advertisements, inviting lonely hearts to “enjoy” either with Indian or Foreigner as per their choice made me reopen the page yet again. A number of classified and display ads were overtly and provocatively inviting men to enjoy with the beauty of their choice. No doubt, the role of the media had gone down the drains in the lure of paid ads and it was all too obvious that marketing guys were calling the shots in one of the leading newspaper of the country.
If there is an element of social responsibility for the media, such overtly suggestive advertisements are anti-thesis of social concerns. Delhi Hot Escorts, Foreigners only-Real Ramp Models only for 5 and 7 star guests, Escort Service by Decent Slim Educated Beautiful Gorgeous Girl, House Wife, Models, Air Hostess, Enjoy and Relax Your Mind, Complete Satisfaction for Broadminded Guests, these are some of the samples of such advertisements. Of course, most of such advertisements are guised under the Massage Parlors or the Escort Service, but the suggestive and provocative tone of the advertisements says it all. For instance, “satisfaction is necessity of every human culture; peace of mind guaranteed, any time/any where females from BPOs and MNC,” does one need to add more to it?
Though legally, such advertisements are within the framework of the specified law of the land, but apart from the legal standpoint, there is always a moral and ethical standpoint as well. And this is something that every media house in India proclaims to champion. In fact, one prominent publication with a bouquet of magazines has the stated policy of not accepting any advertisements by liquor or tobacco companies, even if the said ad is surrogate in its nature. It is in this background that one wonders where the media focus has gone wrong.
The newspaper, as part of its sacrosanct duty (?) puts a disclaimer on the page carrying all these ads: “Readers are recommended to make all enquiries and seek appropriate advice before acting any advertisement appearing in this publication…..Any subscriber entering into any commitment in relation to any advertisement published in this publication, shall do so entirely at his/her discretion, intelligence, and risk…….”
It is not about taking a moral high ground on the world’s oldest profession called prostitution. But the very nature of media business and its added social responsibility suggests that the three leading illicit business globally, that is narcotics, arms and flesh trade, should not be allowed to flourish in any given manner. After all, flesh trade is not guided by just the simple economics of demand and supply. Of course, there is demand for the trade to flourish, but more often than not supply is borne out of compulsion and helplessness. Critics may argue that these ads reflect voluntary flesh trade by the so-called high class. However, the voluntary nature of this business turns out to be a catalyst for the flesh trade to flourish and in turn is a rogue for the society.
If those in the media business think otherwise then why does any call girl racket gets into news. If this is an accepted norm for them, then the lack of unusual element does not make it newsworthy at all. And if it is not acceptable then one such news item followed by such suggestive and provocative advertisements are nothing but sheer hypocrisy. It is true that the media business is fast turning out to be market-driven than editorial driven, but then journalists too are responsible to be a party to the hypocrisy.
However, a couple of pages down the same newspaper edition there seem to be an element of hypocrisy with a number of advertisements. The bombardment of very many sleaze advertisements, inviting lonely hearts to “enjoy” either with Indian or Foreigner as per their choice made me reopen the page yet again. A number of classified and display ads were overtly and provocatively inviting men to enjoy with the beauty of their choice. No doubt, the role of the media had gone down the drains in the lure of paid ads and it was all too obvious that marketing guys were calling the shots in one of the leading newspaper of the country.
If there is an element of social responsibility for the media, such overtly suggestive advertisements are anti-thesis of social concerns. Delhi Hot Escorts, Foreigners only-Real Ramp Models only for 5 and 7 star guests, Escort Service by Decent Slim Educated Beautiful Gorgeous Girl, House Wife, Models, Air Hostess, Enjoy and Relax Your Mind, Complete Satisfaction for Broadminded Guests, these are some of the samples of such advertisements. Of course, most of such advertisements are guised under the Massage Parlors or the Escort Service, but the suggestive and provocative tone of the advertisements says it all. For instance, “satisfaction is necessity of every human culture; peace of mind guaranteed, any time/any where females from BPOs and MNC,” does one need to add more to it?
Though legally, such advertisements are within the framework of the specified law of the land, but apart from the legal standpoint, there is always a moral and ethical standpoint as well. And this is something that every media house in India proclaims to champion. In fact, one prominent publication with a bouquet of magazines has the stated policy of not accepting any advertisements by liquor or tobacco companies, even if the said ad is surrogate in its nature. It is in this background that one wonders where the media focus has gone wrong.
The newspaper, as part of its sacrosanct duty (?) puts a disclaimer on the page carrying all these ads: “Readers are recommended to make all enquiries and seek appropriate advice before acting any advertisement appearing in this publication…..Any subscriber entering into any commitment in relation to any advertisement published in this publication, shall do so entirely at his/her discretion, intelligence, and risk…….”
It is not about taking a moral high ground on the world’s oldest profession called prostitution. But the very nature of media business and its added social responsibility suggests that the three leading illicit business globally, that is narcotics, arms and flesh trade, should not be allowed to flourish in any given manner. After all, flesh trade is not guided by just the simple economics of demand and supply. Of course, there is demand for the trade to flourish, but more often than not supply is borne out of compulsion and helplessness. Critics may argue that these ads reflect voluntary flesh trade by the so-called high class. However, the voluntary nature of this business turns out to be a catalyst for the flesh trade to flourish and in turn is a rogue for the society.
If those in the media business think otherwise then why does any call girl racket gets into news. If this is an accepted norm for them, then the lack of unusual element does not make it newsworthy at all. And if it is not acceptable then one such news item followed by such suggestive and provocative advertisements are nothing but sheer hypocrisy. It is true that the media business is fast turning out to be market-driven than editorial driven, but then journalists too are responsible to be a party to the hypocrisy.
11:50 PM
Mystery Wrapped in Enigma Called Politics
“We politicians know our business much better than you journalists” said an MP from the Congress Party during an informal chat. He was referring to the media headlines about the unraveling of the ruling United Progressive Alliance (UPA). Well, driven by the basic instinct of a communication professional who has spent nearly a decade in political journalism; I tried to bombard him with a volley of arguments.
However, later some introspection made me realize that there was some merit in his argument as well. At a time when political reporting is fast turning out to be political advisory and the line bifurcating between the editorial and the reportage getting blurred, there is a need to see our respective roles in the proper perspective as well. We must ask ourselves as to whether we have subconsciously assumed that we know the business of politics much better than even the seasoned politicians?
It is true that the access to the power corridors and some filtered inside information gives the media professionals a sense of empowerment. Over a period of time this sense of pride translates into an air of expertise, which further leads to “I know it better” syndrome. Journalists often forget the fact that the classified and confidential information which they think has given them a cutting edge, is more often than not fed to them by the vested interests from a section of the very same power corridors. It is not about media empowerment; rather it is “selective use” of journalists that the politicians are very good at.
Let’s face it. Any politician who has risen from the ranks knows his business much better than a journalist. Yes, at times media professionals show due smartness in reading what is stated between the lines. But they often fail to read it when it matters the most. For instance, when Laloo Yadav as the Chief Minister of Bihar was found guilty in fodder scam; he made the statement that he will rule the state from jail itself.
Journalists with their predominantly upper caste and urban middle class upbringing were prompt to write advisories. Many of them condemned Laloo for his ignorance about the law of the land that was all set to force him to resign. I don’t remember a single newspaper report which suggested what Laloo actually meant by that statement. But a super strategist in Laloo Yadav had his plans ready and he literally ruled the State by installing his wife as a puppet chief minister.
The media assessment of bad days ahead for the ruling UPA in the event of the Laloo Yadav’s RJD and Ram Vilas Paswan’s LJP joining hands and forcing the Congress to go solo, is yet again fraught with strategic danger. This can also be strategic part of a grand design during these elections. Laloo Yadav has any way reiterated time and again that he is very much the part of UPA. But their separation will definitely led to realignment of the voters of Bihar.
Had there been a straight fight between the UPA and the NDA, the choice was cut out for the voters. While a sizeable chunk of OBCs with caste loyalties tilted towards Nitish Kumar have gone to the NDA, the Upper Caste distaste for Laloo Yadav have also added to the fortunes of the NDA. Added to this is the fact that Nitish Kumar has of late emerged as the face of development in Bihar. Now the voters of Bihar have their options from a bouquet of parties and alliances.
While Laloo Yadav still is a major force to reckon with in the Yadav heartland, the transferable votes of Ram Vilas Paswan will be icing on the cake that seems to wok to the advantage of both. And if Congress succeeds in making a dent in the Upper Caste votes, that can be nemesis for the NDA. After all, Congress is contesting as the only party in the state which is not holding the crutches of the regional OBC satrap today.
Similarly, media may find today the UPA’s growing list of estranged allies, like the PMK,TRS, MDMK, PDP and others, but the fact remains that almost all of them have been non-committal over joining the NDA. And any other front can not survive either without the support of the Congress or the BJP. Moreover, the post poll scenario may throw an altogether different picture as none of the estranged allies have gone on record against the UPA.
Laloo-Paswan duo declares them as the real UPA, while Anbumani Ramadoss of the PMK has sent a message between the lines for the congress when he openly thanked Prime Minister and Sonia Gandhi for their constant encouragement. Going solo or without the ruling UPA can also be seen as a smart move to counter the anti-incumbency factor. Imagine a post-poll scenario where the PMK-AIADMK combine wins most of the Tamil Nadu’s 39 seats, won’t the Congress dump the loser DMK and ally with them.
Only time will tell whether the strategy will work or not and more importantly, who will have the last laugh, Congress for its strategy or the media for its prophecy. But, till then, political class, irrespective of the respective parties, will be busy in various strategy and counter-strategy. Media will be busy decoding these strategies, with more miss than hit. Politics, after all, is the game of a mystery wrapped in an enigma.
However, later some introspection made me realize that there was some merit in his argument as well. At a time when political reporting is fast turning out to be political advisory and the line bifurcating between the editorial and the reportage getting blurred, there is a need to see our respective roles in the proper perspective as well. We must ask ourselves as to whether we have subconsciously assumed that we know the business of politics much better than even the seasoned politicians?
It is true that the access to the power corridors and some filtered inside information gives the media professionals a sense of empowerment. Over a period of time this sense of pride translates into an air of expertise, which further leads to “I know it better” syndrome. Journalists often forget the fact that the classified and confidential information which they think has given them a cutting edge, is more often than not fed to them by the vested interests from a section of the very same power corridors. It is not about media empowerment; rather it is “selective use” of journalists that the politicians are very good at.
Let’s face it. Any politician who has risen from the ranks knows his business much better than a journalist. Yes, at times media professionals show due smartness in reading what is stated between the lines. But they often fail to read it when it matters the most. For instance, when Laloo Yadav as the Chief Minister of Bihar was found guilty in fodder scam; he made the statement that he will rule the state from jail itself.
Journalists with their predominantly upper caste and urban middle class upbringing were prompt to write advisories. Many of them condemned Laloo for his ignorance about the law of the land that was all set to force him to resign. I don’t remember a single newspaper report which suggested what Laloo actually meant by that statement. But a super strategist in Laloo Yadav had his plans ready and he literally ruled the State by installing his wife as a puppet chief minister.
The media assessment of bad days ahead for the ruling UPA in the event of the Laloo Yadav’s RJD and Ram Vilas Paswan’s LJP joining hands and forcing the Congress to go solo, is yet again fraught with strategic danger. This can also be strategic part of a grand design during these elections. Laloo Yadav has any way reiterated time and again that he is very much the part of UPA. But their separation will definitely led to realignment of the voters of Bihar.
Had there been a straight fight between the UPA and the NDA, the choice was cut out for the voters. While a sizeable chunk of OBCs with caste loyalties tilted towards Nitish Kumar have gone to the NDA, the Upper Caste distaste for Laloo Yadav have also added to the fortunes of the NDA. Added to this is the fact that Nitish Kumar has of late emerged as the face of development in Bihar. Now the voters of Bihar have their options from a bouquet of parties and alliances.
While Laloo Yadav still is a major force to reckon with in the Yadav heartland, the transferable votes of Ram Vilas Paswan will be icing on the cake that seems to wok to the advantage of both. And if Congress succeeds in making a dent in the Upper Caste votes, that can be nemesis for the NDA. After all, Congress is contesting as the only party in the state which is not holding the crutches of the regional OBC satrap today.
Similarly, media may find today the UPA’s growing list of estranged allies, like the PMK,TRS, MDMK, PDP and others, but the fact remains that almost all of them have been non-committal over joining the NDA. And any other front can not survive either without the support of the Congress or the BJP. Moreover, the post poll scenario may throw an altogether different picture as none of the estranged allies have gone on record against the UPA.
Laloo-Paswan duo declares them as the real UPA, while Anbumani Ramadoss of the PMK has sent a message between the lines for the congress when he openly thanked Prime Minister and Sonia Gandhi for their constant encouragement. Going solo or without the ruling UPA can also be seen as a smart move to counter the anti-incumbency factor. Imagine a post-poll scenario where the PMK-AIADMK combine wins most of the Tamil Nadu’s 39 seats, won’t the Congress dump the loser DMK and ally with them.
Only time will tell whether the strategy will work or not and more importantly, who will have the last laugh, Congress for its strategy or the media for its prophecy. But, till then, political class, irrespective of the respective parties, will be busy in various strategy and counter-strategy. Media will be busy decoding these strategies, with more miss than hit. Politics, after all, is the game of a mystery wrapped in an enigma.
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