Who is a publicist?

When Niira Radia, head of a PR firm, made news for her lobbying, it was a quantum jump for PR professionals in India. So far considered a 'bad word', PR was equated merely with press releases being peddled at newspaper offices or getting a journalist's attention through freebies. Now, the publicist strategises for the client.

Says Anthony Good, who founded the Good Relations Group, in an interview in the book The Art of Public Relations, "Today, PR in UK is much more than newspapers and magazines and is more focused towards strategic and expert counselling. It has gone global as campaigns are run simultaneously across London, New York, Hong Kong, Singapore, Sydney, etc...

There is a visible move in the business from PRO to a PRC — Public Relations Consultant." Says Perfect Relations head Dilip Cherian, credited with having handled image management for high-profile clients like the late prime minister Indira Gandhi and designer Ritu Beri, "There are three parts to public relations — strategic, which is about right positioning; practical, which includes the daily grind of press releases and photo-ops, and the practical, recognising the need for crisis management."

He adds, "Publicists have to learn that strategy must override the other factors. We're only halfway where we should be internationally. It's about positioning the client in the public mindspace, which is less about advertising or marketing and closer to managerial strategy."

Today, when a PR professional seeks an appointment with an editor, he or she pitches specific 'story ideas' and is expected to have in-depth knowledge of the client's business. Says Deepak Kanulkar, head of Good Relations India, "We're not bell-boys. PR managers need to be part of the think-tank, advising on key matters. PR professionals abroad closely advise management on business issues. It's no longer about creating a fat media coverage dossier."

In Bollywood, too, filmmakers and actors have woken up to the power of publicity. Says publicist Parull Gossain, "From the sidelines, we are now on the centrestage. Earlier, I saw a film I was promoting only at the premiere, now I get to see a rough cut at least a month before. We also get named in the opening credits of films."

Beena Ahuja recalls a moody Salman Khan going incommunicado with journalists during the promotions for Wanted, till she, along with the director and producer Boney Kapoor, had a chat with the star. Says Beena, "Marketing and PR go hand in hand. I get involved with a film at the scripting stage."

How much have things changed over the years? Samir Kale, who heads PR company CMCG, believes strategy requires time and investment in research. He says, "Since 1994, when I started out, expectations have changed. A story has now turned into a commodity." Samir, who tried to create public opinion in his client's favour during the cola pesticide crisis or when there was threat of legislation against courier companies, supports Niira Radia. "If somebody writes an article with her client's point of view, it's their problem, not hers. If I have a specific mandate from a client, I'll make it happen. That's how it works."

As the mandate grows, public relations may no longer be a bad word!

http://timesofindia.indiatimes.com/life-style/relationships/work/Who-is-a-publicist/articleshow/7346229.cms#ixzz1BtSjvyZO

What makes Rajinikanth the Boss?

Anuradha Varma, TNN, Oct 17, 2010

When Salman Khan did his turn as Chulbul Pandey in Dabanng, he was hailed as North India's Rajinikanth... till the real star decided to stand up and be counted.

And, how! His film Robot (Endhiran) released with an unheard of 2,000 prints worldwide at a Rs 160-crore budget and made Rs 950 million in the opening weekend.


Remarks trade analyst Taran Adarsh, "Rajinikanth is the ultimate star of the masses. It's not as if he's unaware of his stardom but he's warm, friendly and down-to-earth when you meet him. His humility shines through and this is what his fans pick up on."

In the South, which is given to hero worshipping its stars, the actor's larger-than-life persona is comparable only to MG Ramachandran, with his good guy image transcending from reel to real life. Analyses Tamil film writer Gnani Sankaran, "When MGR and Sivaji Ganesan vacated the film scene in late Seventies, Kamal moulded himself after Sivaji, who played unusual roles. Rajini fashioned himself after MGR, playing the do-gooder, Superman hero, protector of women and family values." He adds, "Tamilians have always been involved with the personality cult, since the days of the freedom movement. The personality cult is vital both in politics and cinema for commercial success. Here, the two are married!"

While onscreen, the 'Boss' (Thalaivar) Rajinikanth can split a bullet into two to kill villains, in real life, stands a man who greets guests to his daughter's wedding personally, accompanied by his wife. He could be the elderly, balding, dhoticlad father-next-door. As filmmaker Ram Gopal Verma tweeted, "A star requires great looks, good height, versatile acting, six-pack body, etc. And if one has none of the above he will become superstar Rajini."

Chennai-based film historian Theodore Baskaran believes Tamilians are prone to hero worship, from religious icons to politicians and actors. He, however, doesn't approve of the hype over Rajinikanth. According to him, MGR was the biggest star ever, as his loyal fan base translated into a strong constituency of votes too. "Rajinikanth's fans love him for what he portrays on screen."

However, that doesn't stop fans from turning out at 4 am to catch the first show of Rajinikanth's film, bathing his cutouts with milk, even beer and cola. A fan said on his object of worship, "He is not like any other actor. His biggest movie is out today and he is a superstar, but I am sure he is sitting at home calmly, without even caring to shave his beard. Such is his simplicity."

When Robot released, tongue-incheek sms-es went out proclaiming, "Robot released today. Rajinikanth gave The Times of India four stars." But, for the actor, his simplicity remains his calling card. Starting life as a bus conductor in Bangalore, Rajnikanth, who was born Shivaji Rao Gaekwad, is the son of Maharashtrian parents. His friend of over 40 years, Raj Bahadur and bus driver of Bangalore's Srinagara to Majestick route, on which the actor was the bus conductor, recalled in an interview, "Shivaji is compassionate and helpful. I have seen him getting out of his car if he sees an old person on the street and give him thousands of rupees. He does all that silently without anyone knowing."

California-based Kamla Bhatt, who hosts an online radio show, analyses the phenomenon, "He always identifies with the underdog and that is a winning formula in Tamil films."

No wonder that he is being hailed as the biggest Asian star after Jackie Chan, particularly after he was paid Rs 26 crore for Sivaji, the Boss. Bachchan, Rajini's co-star of Andha Kanoon, Giraftar and Hum, has generously accepted that the nature of Rajini's fans is incomparable. It's the nature of the fans, he believes, that creates the phenomenon that is Rajinikanth. Adds DT Cinemas director and business head Anant Verma, "His fans make every movie a hit. In North India, you don't have fans who watch a star's movie 15 times, unlike in the South. The fan loyalty is way beyond that for any Bollywood star, including Shah Rukh Khan."

This was also the man who was rejected for marriage as the girl found him "dark, plump and not good looking". As Gayathri Srikanth, ophthalmologist-turned-Rajini biographer said, "He grew up motherless, and had a very bad childhood. Later on, he had to work as a coolie, then a bus conductor and lastly became the superstar. How many people have the guts to come out and say that they have had a nervous break down, had many vices, etc? Not many own up their mistakes, but this man does."

It's this vulnerability that probably connects him to his fans too!

Famous Rajinikanth-isms:
Rajinikanth's larger-than-life persona has given rise to many good-hearted jokes around the man ...

Rajinikanth once kicked a horse in the chin. Its descendants are today called giraffes.

Rajinikanth once ordered a plate of idli in McDonald's, and got it.

Rajinikanth leaves messages before the beep.

Rajinikant is so fast, he can run around the world and punch himself in the back of the head.

Rajinikant doesn't wear a watch. He decides what time it is.

 http://timesofindia.indiatimes.com/entertainment/bollywood/news-interviews/What-makes-Rajinikanth-the-Boss/articleshow/6762996.cms

Fun doctors!

Anuradha Varma, TNN, Sep 19, 2010, 11.29am IST

When UK's Bedfordshire University awarded actor Shah Rukh Khan an honorary doctorate, his former friend-turned-foe Salman Khan quipped, "Arre iss doctor ke paas patients bhejo aur ilaaj karao," (Send patients to this doctor)." Well, Shah Rukh isn't the only doctor-entertainer around.

Yash Chopra, Amitabh Bachchan, Javed Akhtar, Shabana Azmi, Akshay Kumar and even Shilpa Shetty have all been conferred honorary doctorates. Recently, Rishi Kapoor was honoured with a knighthood from Russia.

However, it's less academics and more economics that makes for such news. Sachin Tendulkar recently made a charming photo-op dressed in the Indian Air Force uniform as he was made honorary Group Captain. He would function as the Forces' brand ambassador, said a spokesperson. But, couldn't he have done that without being made Group Captain?


It's also a way to get a celebrity brand endorsement cheap. Says adman Santosh Desai, "A celebrity gets associated with a cause without having to be paid. It's a win win situation for both. If done meaningfully, it goes beyond crude commercial benefits.

However, it does become a joke at times." Columnist Pritish Nandy believes we must clear our perceptions about who deserves what and why, "The idea of giving a Bharat Ratna to Sachin (as recommended by the Maharashtra government), however great his sporting achievements may be, is not right. The Bharat Ratna is meant for people who have improved the life of millions, contributed to the making of a nation. Doctorates too are meant for great achievers, not entertainers."

It belittles the effort and accomplishment of others who worked hard for the same academic honour. It's not fair for doctorates to be doled out to stars who may have excelled, but certainly not in academics, says Iti Dandona, assistant professor in Delhi's Shivaji College. She says, "It takes three to five years of research to get a doctorate."

Debraj Mookerjee, associate professor, Ramjas College, believes there's a "brand connect" with Sachin, "It's a token acknowledgement. This is about promoting the IAF and not Sachin." He adds, "As long as Shilpa Shetty doesn't stop dancing and start teaching, all is well!"

Writer and columnist Shobhaa De says, "If Sachin's star power can motivate the youth to enlist in the Air Force, then his honorary title of a Group Captain would be entirely justified."

Why not just make the celebrity a brand ambassador, just like for a cola or any other brand? Isn't it time we decided to reserve awards for the fields they are meant for, like the Oscars for good cinema? Explains J A K Tareen, vice chancellor of Pondicherry University, which conferred a doctorate on Javed Akhtar, "It is the tradition in universities to recognise outstanding personalities in several walks of life — people who have made significant contribution in their field and which has impacted society in a substantive manner. Like we have honoured Somnath Chatterjee and Annadorai."

When chess legend Vishwanathan Anand declined his doctorate from the University of Hyderabad after his nationality was questioned, he wasn't missing much. After all, isn't being Anand good enough?

Source: http://timesofindia.indiatimes.com/entertainment/bollywood/news-interviews/Fun-Doctors/articleshow/6583843.cms