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When it comes to branding and publicity these days, politicians are leaving nothing to chance. Instead, they are leaving it all to media professionals
Political parties no longer want cheap publicity even if it means having to pay PR agencies through the nose.
And so, like corporate houses, they are leaving it all to public relations agencies. It's left to them to get articles on politicians into newspapers and to have them aired on TV during the elections.
They also prepare strategies to gain publicity, prepare the politician's media schedule and build his/her image.
Congress' weapon
Atul Hegde, CEO of Ignitee, which handles online marketing for Congress, feels that politicians too need branding. "There are many new voters who need to know the candidates. Hiring a professional agency or marketing company definitely helps, for they also make the strategies," he said.
Hegde's company did the online marketing for Congress during the assembly polls in Rajasthan and Delhi. The party won in both states.
This time, Hegde is using social networking sites extensively to promote Congress's "Jai Ho" video which has got over 50,000 views. He has also placed paid advertisements for the Congress on the internet.
Free service, saar!
BJP's candidate from Bangalore (South) Ananth Kumar has been using the services of Aim High Consultancy, though he flatly denies it. However, the firm sends regular updates, pictures and press releases on his behalf. The PR consultants also fix appointments with journalists.
When MiD DAY contacted the consultancy, the employees refused to comment saying they were doing it free of cost for Ananth Kumar. "Our boss knows the BJP people and so he is doing it. There is nothing commercial," said one of the consultants.
The "boss" was inaccessible.
Ananth Kumar's personal secretary, Narayan Gambhir, took the same line. "I don't know of this. We have not hired any PR agency. Our volunteers may be doing it," he said.
Smart, smart
Though independent candidate from Bangalore (South) Capt Gopinath has not engaged any PR agency, his media affairs are handled by Vijaya Menon, who worked as the head of communications in Deccan Aviation.
"It is just the way we run a business. We have to work out how everyone gets the message. We have not hired any PR agency since we have to stick to the Election Commission's stipulated expenditure of Rs 25 lakh.
Volunteers are coming forward. One of them designed the website and did not charge," she said.
JD(S) dithers
The JD(S) has not used an agency yet but may soon do so. "It is a necessity to some extent. We can do without a PR agent though it is better to have one, especially in urban areas like Bangalore and Mysore. Our party leaders have to take the decision," said Ramesh Babu, press secretary for the JD(S).
Hoodwinking the EC?
H T Sangliana's chief campaign officer, Baalu Benedict, feels that more and more candidates are hiring PR agencies just so that they don't have to take out paid advertisements in the media.
"The Election Commission discourages paid advertisements. So, politicians hire PR agents who can get publicity through write-ups or interviews," he said. Benedict says that he may also consider this option for his leader and feels that professional help does helps.
CEC says ...
Karnataka chief electoral officer M N Vidyashankar said that the Election Commission would not know of the PR agencies until the candidates inform it.
"They have to submit periodic expenditure details to us. If they engage PR agencies without declaring it, then we would not know. We can notice it only of the candidates have a paper agreement with PR agencies. I have come to know that many PR agencies are giving their services to the candidates on gratis," he said.
Battling for eyeballs
>>Congress attracted traffic to their "Jai Ho" video on YouTube by placing the links on Orkut, Facebook and Rediff iShare. In a week, it's got 50,000 views.
>>Next week, JD (S) will launch its party website. The party didn't have one so far.
>>BJP has inked a deal with Dish TV to advertise its 'Strong Leader, Decisive Government' election campaign. The advertising campaign will have ad spots running on Dish TVs default landing interactive channel, 999, and branding on its News Active and Bhakti Active services. | 
