Lessons from Pinarayi Vijayan's PR controversy.
Kerala Chief Minister Pinarayi Vijayan's interview with The Hindu has ignited significant controversy, leading to what many call one of the most notable PR debacles in recent political history in the state. While interviews are typically opportunities for leaders to enhance their public image and clarify their positions, this encounter appears to have done the opposite, raising questions about the effectiveness of the Chief Minister's PR team. Moreover, concerns have been raised about the ethics of a communist leader employing a PR agency for a press interview.
The interview was intended to enhance his image on the national stage. However, it quickly spiralled into a crisis, raising eyebrows about its purpose not just among political analysts but also among ordinary citizens, particularly in a district in northern Kerala.
One of the most glaring missteps was the timing of the Chief Minister's office's response. It took a staggering 35 hours for damage control measures to be initiated. In crisis communication, timing is crucial. The delay allowed negative narratives to solidify, reinforcing the belief that the CM's statements were not mere gaffes but potentially damaging to his credibility.
Another critical factor in this debacle was the apparent lack of understanding of the socio-geo-political implications of the interview. In a nation as diverse as India, with its myriad religions, castes, and political beliefs, public statements must be carefully curated. A failure to anticipate how different demographics might interpret his comments contributed to the backlash. A proficient PR team should have conducted thorough pre-assessments to ensure that the public messaging resonated positively across various segments.
A rapid response team, skilled in managing reputational crises, is essential in politics, where public perception can shift quickly. Media controversies have affected many leaders worldwide. Professional PR agencies, reputation management professionals, and image consultants are crucial in mitigating PR crises during such critical times. Politicians with serious ambitions must approach politics like a brand, adopting careful communication strategies, particularly in today's media-saturated world.
The role of PR has grown increasingly important in public life. Political leaders and parties frequently onboard PR agencies to manage their media image. However, a PR team alone is not enough. It is essential to have a well-trained reputation management team that can handle crisis communication and an image consultant/strategist to devise effective PR plans that align with the leader's intended public image. Continuous auditing of the image strategy is necessary to adapt to evolving political needs.
Inappropriate, impromptu, and unprepared public discourse has pushed many high-profile politicians into controversies. Indian businessmen, corporations, brands, celebrities, and political figures have all faced media and public backlash due to poor PR management. Internationally, leaders have found themselves embroiled in PR crises, with varying degrees of success in managing them. Poorly handled press briefings or media interviews can be disastrous, often exacerbating controversies.
Here are some notable examples of world leaders, who faced backlash due to poorly managed media appearances:
Prince Andrew's BBC 'Newsnight' interview, intended to clear his name amidst allegations of sexual misconduct and his association with convicted sex offender Jeffrey Epstein, became a PR disaster. The docudrama titled 'Scoop', produced by Netflix is based on the behind-the-scenes of how the famous interview was arranged. His lack of empathy and failure to express remorse, alongside bizarre statements, worsened his situation. Public outrage forced him to step back from royal duties, and his reputation was severely damaged.
The flamboyant billionaire owner of Kingfisher Airlines, Vijay Mallya, faced public and financial collapse when the airline ceased operations in 2012 due to debt and employee unrest. Initially, Mallya's PR team successfully focused on his other businesses and philanthropy, but the airline's troubles became overwhelming. Mallya fled to the UK, further damaging his reputation. The PR team's reactive approach after his departure failed to contain the damage.
An effective reputation management team can handle crises strategically & successfully. For example, In 2021, Amul, India's largest dairy brand, faced a PR controversy when PETA India urged them to switch to plant-based milk, sparking a public debate about dairy ethics. Amul defended itself by emphasizing its support for millions of Indian farmers, resonating positively with the public and maintaining its market position despite the controversy.
More recently, Canadian Prime Minister Justin Trudeau faced calls for resignation amidst controversies. He managed to defuse the crises, at least temporarily, through public apologies.
In Pinarayi Vijayan's case, the absence of a robust reputation management strategy left his team unprepared to handle the fallout. They should have thoroughly reviewed the interview's content and anticipated potential repercussions, allowing for swift and effective damage control.
This controversy underscores the need for a comprehensive PR strategy. High-ranking political offices often engage PR firms to manage public perception, but these firms must prioritize clear, objective strategies over internal pressures. A well-defined strategy ensures that public communications align with a leader's broader vision while safeguarding against public sentiment.
Pinarayi Vijayan's interview with The Hindu serves as a cautionary tale about the complexities of political communication in a diverse environment. This PR debacle highlights the critical importance of timely responses, geo-political awareness, effective reputation management, and a robust PR strategy. As political landscapes evolve, leaders and their teams must adapt to ensure that their communications foster trust rather than controversy.
