We have heard about PR work in the new digital and political era. When you hear the two letters PR or PR Hunt, what comes to mind about PR work? It could be from Prime Minister Narendra Modi to Chief Minister Pinarayi Vijayan.

What exactly is PR, and why is it important for building a personal brand, especially in politics? How does it differ from brand PR? These are the common questions that are regarding PR. Brand PR is about taking care of how a company is seen by the public and building trust with its customers. It involves sharing stories, unlike sponsored ads. PR focuses on getting media attention, establishing trust, and connecting with people in different ways. Personal PR is about managing how people perceive you. It involves building a positive image, communicating with the media, and handling any public problems or crises. It helps influence how others view you, maintain their trust, and shape their feelings and opinions about you.

Table of contents:

1: Why is PR Important for Personal Branding in Politics?

2 Social media and digital PR

A: Mass public rallies and meetings:

B: Slogans and hashtag marketing:

C: Influencer and celebrity marketing:

3:Crisis management

A:MainBhiChowkidar — Responding to “Chowkidar Chor Hai” (2019)

B: BharatJodoYatra — Rahul Gandhi’s Image Makeover (2022–23)

C: CAA movement (2019–2020)

D: Babri masjid issue (2020)

4:Public speech and appearance

A: Live Streams and Online Meetings

B: Smart Use of Hashtags and Current Trends

C: Using Visuals for a Strong Effect

D: Post-Speech Engagement: Follow-up Content

5:Credibility management

6:Case studies and successful PR campaigns

7:Conclusion

1: Why is PR Important for Personal Branding in Politics?

For politicians, personal branding is very important because how they are seen by the public impacts trust and voting decisions. Public relations (PR) plays a key role in building their reputation, influencing how people view them, and managing the story surrounding their actions and policies. A well-planned PR approach helps ensure that their message gets to the right people, keeps their credibility intact, and effectively addresses any criticism or controversy.

2: Social media and digital PR

Nowadays, social media and digital PR are really important for politicians, celebrities, and everyday people who want to promote themselves or their brands online. It’s about shaping how people see you, connecting with the right crowd, and handling your image and profile on the internet. Here are some key PR strategies commonly used, especially in the Indian economy:

A: Mass public rallies and meetings: In Indian politics, mass gatherings and public meetings play a crucial role in digital marketing and public relations (PR). Here’s how they work:

1. Building Momentum: Politicians often organise big rallies to generate excitement and show strength. These events are not just about the crowd and followers; they create a buzz online. When participants or followers share pictures and videos on social media, it amplifies the reach beyond those who attend.

2. Content Creation: Rallies provide content for digital marketing. From live streams to highlight reels, politicians can create engaging videos and posts that showcase their message and personality, making it easier to reach a wider audience.

3. Media Coverage: Large gatherings attract media attention. News outlets cover these events, which can lead to more exposure for the politician. This coverage is valuable for PR, as it helps shape public perception and keeps the politician Live in the news. In summary, mass rallies and public meetings are powerful tools in Indian politics for building a strong digital presence, engaging with supporters, and shaping public images.

B: Slogans and hashtag marketing: Hashtag marketing is a strong way for political parties in India to share their messages, gather support, and influence public opinion. Platforms like Twitter, Instagram, and Facebook help spread these political messages by making certain hashtags popular, which is important for election campaigns and discussions among people.

“Abki Baar, Modi Sarkar” was used during Narendra Modi’s first campaign for Prime Minister in 2014. It became one of the most viral political slogans in India. The Congress party leader Rahul Gandhi launched the slogan “chowkidar chor hai.” The

BJP protested with “Main Bhi chowkidar” during the 2019 election to show Modi as a protector of the country. The BJP launched “Sabka Saath, Sabka Vikas, Sabka Vishwas.” to emphasise inclusive growth, unity and trust building among various communities.

“Dilli Ka Beta” Aam Aadmi Party during the 2020 Delhi assembly election. AAP used this to convey that the leader, Arvind Kejriwal, is a common man.

“Ladki Hoon, Lad Sakti Hoon.” In 2022, Priyanka Gandhi launched this slogan in Uttar Pradesh, focusing on women’s empowerment.

“Modi Hai Toh Mumkin Hai,” which means with Modi anything is possible, is used to project his leadership can bring about significant changes and innovations in the country.

“Ghar Ghar Ration, Ghar Ghar Shiksha” was used during 2022 in the Punjab and Delhi elections, focusing on free education and food schemes, by the Aam Aadmi Party.

“ModiAgain2024” was launched by the BJP to create awareness among the public that Modi will come to power again. Make everyone think the same way, then it will turn into votes.

“SaveDemocracy” Used to accuse BJP of suppressing democratic institutions. It raises awareness among the public about issues related to democracy, such as freedom of speech, press freedom, and the independence of the judiciary. It can draw the attention of international observers and organisations to the political climate in India.

“RahulGandhiRising” Used by Congress supporters to boost Rahul Gandhi’s image, all over India, and introduce Rahul Gandhi as the next leader of the nation.

“bharatJodoYatra” Gained massive traction during Rahul Gandhi’s 2022–23 nationwide march. It allows the Congress to build a narrative against the BJP’s policies and governance style. The yatra and hashtag have garnered media attention and public visibility, potentially revitalising the party’s image and energising its base ahead of elections.

“Beti Bachao, Beti Padhao” is used by the BJP to promote their policies about educating the girl child.

“MKStalinForTN” DMK’s campaign in Tamil Nadu elections.

“Biharmetejashwi” RJD’s campaign to promote Tejashwi Yadav in Bihar.

“LDFvarumellamsheriyakum” LDF for people campaign to promote and showcase the LDF government and their policies in Kerala

“Snehathintekada” is a popular hashtag in Kerala by the Congress party to showcase the leadership qualities of Rahul Gandhi and his empathy for the people. These slogans and hashtags have been critical in shaping election stories and affecting people’s thoughts over the years.

C: Influencer and celebrity marketing: Influencers and celebrities have a significant impact on how people think, and political parties in India have started using this approach to enhance their campaigns. This includes film stars, cricketers, social media personalities, and YouTubers. Their support helps politicians reach younger voters, urban audiences, and those who may not engage with regular political content. The BJP has successfully used many celebrities, such as actors like Akshay Kumar and cricketers like Sachin Tendulkar, to support their candidates and policies. This approach allows them to connect with a wide range of people from different backgrounds during important election campaigns, especially the neutral voters. Political commentators and influencers on YouTube have attracted many followers. For example, Dhruv Rathee uses his channel to discuss political events, critique government policies, and connect with younger voters. This has greatly influenced people’s understanding of politics and sparked important conversations. In Kerala, the LDF party has successfully used many celebrities with the slogan LDF varum ellam sheriyakum. Different campaigns like #VoteKar and #MyVoteMyIndia have involved celebrities encouraging people to vote. Influencers and well-known personalities use their social media to remind everyone about their responsibility to vote, especially during election time.

3:Crisis management, real applications

Social media has become the main front for managing political crises. The party that leads the conversation often shapes how the public views the situation. Today, platforms like Twitter, Facebook, and Instagram are key tools for Indian politicians and parties to address controversies, respond to criticism, and steer the narrative. Here are some real examples of how political crises were managed on social media.

A: MainBhiChowkidar: Responding to “Chowkidar Chor Hai” (2019)

Crisis: Congress leader Rahul Gandhi initiated the #ChowkidarChorHai campaign, accusing PM Modi of corruption in the Rafale deal.

Response: In response, the BJP introduced the #MainBhiChowkidar campaign, where party leaders and supporters, including Modi himself, added “Chowkidar” to their social media profiles.

Outcome: This shifted the focus from corruption claims to presenting Modi as a defender of the nation.

B: BharatJodoYatra: Rahul Gandhi’s Image Makeover (2022–23)

Crisis: Rahul Gandhi struggled with a poor public image and was often seen as unserious about politics.

Response: The Congress party initiated the #BharatJodoYatra, utilising social media to highlight Gandhi’s extensive march, his emotional connections with people, and his serious speeches.

Outcome: His image saw improvement, leading to greater engagement from neutral voters and the media. The hashtag bharatjodoyathra goes viral.

C: CAA movement (2019–2020)

Crisis: The Citizenship Amendment Act (CAA) led to religious discrimination.Response: The anti-CAA movement gained a lot of support through social media platforms like Twitter, Facebook, Instagram, and YouTube. Protesters, students, activists, and influencers shared messages using hashtags such as #NoToCAA #StandWithJamia #StandWithShaheenBagh #IndiaAgainstCAA.

Outcome: Although the anti-CAA movement did not succeed in getting the law cancelled, it had a big impact on politics and society. The protests created new political discussions, raised awareness about citizenship matters, and changed the conversation about secularism, minority rights, and the Indian Constitution.

D: Babri masjid issue

Crisis: Ram Mandir BJP’s Hindu nationalist agenda.

Response: The hashtag #LoudlySayYouAreNotThere #ആ130കോടിയിൽഞാനില്ല was used by secular and leftist groups to protest against the BJP’s religious agenda and the Ram Mandir issue. It showed that not everyone in India supports the Ram Mandir or the Hindu nationalist viewpoint, especially in Kerala, where secular values are strong. This hashtag became a symbol of Kerala’s stand against religious division and the Hindu nationalist politics pushed by the BJP and Narendra Modi.

Output: It represented a commitment to secularism and a refusal to divide society along religious lines, especially in places like Kerala where there is a strong belief in religious harmony and secular values. By using this hashtag, people showed that they did not support the Hindu nationalist agenda pushed by the BJP and highlighted the importance of maintaining India’s secular principles.

4: Public speech and appearance

In today’s political world, the speeches and public appearances of politicians are very important, especially with social media and the internet being so popular. These speeches help to influence how people think, connect with voters, and promote political messages. Politicians are using online platforms more and more to improve their public image and reach more people.

Here’s how politicians use their speeches and appearances for public relations in the digital age:

A: Live Streams and Online Meetings

Politicians often broadcast their speeches live on social media platforms like Facebook, YouTube, Twitter, and Instagram. This helps them connect with a large audience around the world in real time. They also hold online meetings to discuss specific topics and interact with the public. These platforms let politicians answer questions and respond to feedback right away, allowing for a two-way conversation with voters.

B: Smart Use of Hashtags and Current Trends Politicians use hashtags to make their speeches easier to find on social media. They might create a special hashtag to encourage discussions and help their content spread widely. By talking about popular and trending topics, politicians can get more visibility and draw attention, making sure their messages connect with what people are currently discussing.

C: Using Visuals for a Strong Effect

Videos, reels, and shorts from speeches are often shared on social media. These are easier to share and leave a lasting impression. Politicians often include eye-catching visuals in their speeches, like personal stories, to make their message more relatable and interesting. An emotional storytelling method is used for more reach.

D: Post-Speech Engagement: Follow-up Content

After giving speeches and posting content on social media, politicians usually connect with their audience by sharing more content. This can include Key moments or important quotes from the speech. Their thoughts or explanations about what they said. Responding to public reactions and comments is important for building a strong relationship with voters and building an image. Post content on social media in a sarcastic way for more reach and to build a public image like one among the ordinary man. For example, MLA M M Mani. Posts content of common people, like showcasing their talents and achievements. For example, the Kerala education minister V Shivankutty.

5:Credibility management:

Managing credibility in politics is important because it helps politicians build trust with the public. In today’s digital age, where information spreads quickly, having a strong online presence is crucial. Here’s how it works:

A:Transparency: Politicians share clear and honest information about their actions and decisions, which helps them appear trustworthy.

B:Engagement: By interacting with the public on social media, politicians can show they care about the public’s concerns and opinions.

C:Addressing Misinformation: Digital PR allows politicians to quickly respond to false information or rumours, helping to maintain their reputation.

D: Showcasing Achievements: Sharing successes and positive outcomes through digital platforms can enhance a politician’s credibility.

E: Building Relationships: Regular communication and engagement with the public through digital channels and a comment section help establish a strong connection and foster trust over time.

6:Case studies and successful PR campaigns:

India has witnessed many successful PR campaigns that have influenced political stories, helped win elections, and enhanced the credibility of leaders. Here are some of the most significant political PR campaigns in India in recent years:

A:Narendra Modi’s “Abki Baar Modi Sarkar” (2014)

Objective: To show Modi as a strong leader and the best choice against the Congress-led UPA government.

Background: Before the 2014 Lok Sabha elections, the UPA government faced a lot of criticism due to corruption issues like 2G, and Coalgate, the BJP party utilised this scenario.

Execution: ● Slogan: “Abki Baar Modi Sarkar” (this time, Modi Government) became a catchy, repetitive phrase that spread across India.

● Digital Campaign: Massive use of social media (Facebook, Twitter, WhatsApp, YouTube) to reach younger voters. Modi became the first Indian politician to actively use digital marketing.

● 3D Hologram Technology: Modi’s 3D hologram speeches were broadcast in multiple cities simultaneously, allowing him to reach millions of people without being physically present.

Outcome: The BJP won a historic majority (282 seats), ending Congress’ dominance. Modi’s image as a pro-development, anti-corruption leader was solidified.

B: DMK’s “Stalin Anbin Mudhalvar” (2021 Tamil Nadu Elections)

Objective: To present M.K. Stalin as a caring and capable leader, continuing the legacy of his father, Karunanidhi.

Background: The DMK party has not been in power since 2011.After the death of Karunanidhi, the party needed to rebrand Stalin.

Execution:● Slogan: “Stalin Anbin Mudhalvar” (Stalin, the Caring Chief Minister).

●Digital & Social Media Push: #StalinForCM, #WeWantStalin trended on social media. High-quality campaign videos with emotional storytelling.

Outcome: DMK won 159 out of 234 seats, and Stalin became CM. The campaign successfully positioned Stalin as a leader of the people.

C: Kerala’s “LDF for Kerala”

Objective: To present Pinarayi Vijayan as a strong and reliable leader who can manage crises and counter the BJP’s Hindutva agenda.

Background: The Left Democratic Front (LDF) government in Kerala was dealing with difficulties following the Sabarimala temple issue and the COVID-19 pandemic. BJP and Congress were attempting to make inroads in Kerala’s two-party political landscape.

Execution: ●Crisis Management PR: Pinarayi Vijayan’s COVID-19 management was heavily publicised. Daily press briefings were live-streamed on Facebook and YouTube.The “Break the Chain” campaign was launched to promote hygiene and social distancing, going viral across India.

●Kerala Floods (2018 & 2019) Social media was the primary communication tool for flood relief efforts. Hashtags like #StandWithKerala and #KeralaFloods trended, leading to massive fundraising and rescue coordination. The CMO and Kerala Police live-streamed rescue operations, guiding stranded people to safe locations.

●Hashtag Campaign: #LDFforKerala trended on social media and the #CaptainPinarayi hashtag

Outcome: LDF won 99 out of 140 seats, breaking Kerala’s anti-incumbency trend. Pinarayi Vijayan became the first CM in Kerala to be re-elected after completing a full term, since 1977.

D: Mamata Banerjee’s “Didi Ke Bolo” Initiative (2019)

Background: BJP’s Rising Influence in Bengal. Rebuild Mamata Banerjee’s Image as a People’s LeaderExecution: A website (www.didikebolo.com) and a helpline number (9137091370) were launched to allow citizens to submit complaints. And people could directly share their problems with Mamata Banerjee. This PR move created a people-first image, making citizens feel heard and valued. Citizens could track responses to their issues, making the process more transparent. The campaign was heavily promoted on Facebook, Twitter, and WhatsApp.Hashtags like #DidiKeBolo trended, generating massive engagement.

Outcome: The success of “Didi Ke Bolo” influenced TMC’s 2021 Bengal Assembly election campaign, which resulted in a historic victory for Mamata Banerjee against the BJP.

E: Modi Government’s “Mann Ki Baat” Radio Show

“Mann Ki Baat” is a monthly radio program hosted by Prime Minister Narendra Modi since October 3, 2014. Although a radio show, “Mann Ki Baat” is widely broadcasted on TV , YouTube, and social media to reach a digital audience. uses an emotional storytelling Approach.The show is often promoted using hashtags like #MannKiBaat on social media platforms. The program has been a powerful PR and mass outreach tool, shaping public perception and influencing political discourse.

7:CONCLUSION:

As a digital marketing consultant in UK originally from India I would conclude that, In today’s digital world, Public Relations is essential for political success and building a strong personal brand. Political campaigns have changed, and PR now involves more than just dealing with the media; it’s about shaping how people see politicians through digital platforms. Social media, influencer marketing, crisis management, and creative campaigns are now key parts of political PR. With tools like mass rallies, catchy slogans, hashtag marketing, and celebrity endorsements, politicians can connect directly with voters, overcome obstacles, and influence public discussions. Managing crises on social media has also become crucial, as leaders can engage with the public in real time to address issues and change opinions. In India, successful PR campaigns like Narendra Modi’s “Abki Baar Modi Sarkar” and Mamata Banerjee’s “Didi Ke Bolo” show how powerful digital PR can lead to election wins, strengthen political messages, and build lasting relationships with voters. Similarly, Rahul Gandhi’s Bharat Jodo Yatra and Pinarayi Vijayan’s communication during the Kerala floods illustrate how PR can reshape political leadership and sway public opinion during tough times. Ultimately, digital PR in politics is about creating a genuine and consistent connection with the public, ensuring that political leaders are trusted, credible, and relevant. In this new digital age, those who adapt to changing media and use innovative PR strategies will shape the future of political engagement and success.