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Research Paper (postgraduate) from the year 2023 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Amity University (Amity School of Communication), language: English, abstract: This paper reviews research and study to understand the Public Relation strategy in political agendas and campaigns. The overarching strategy of image building also shows the expanded management role in public relation practices in modern political campaign. From the research it has been described that any positive news or negative news broadcasted or publicized by media could either make or break your image within a fraction of seconds. Negative campaign is also carried out by the PRO team to make propagandas to derail the image of the counterparts. In the contemporary campaign of the elections the success rate is mainly depended upon the digital marketing especially social media. To enhance the electoral performances social media plays an essential role. Strategic planning of nominating a powerful leader by a particular political party also increases the success rate. Thus PRO also works in creating a product out of the brand and promote in such a way that you cannot miss it wherever you go, just like a short film was created using the tagline ¿Acche din aane wale hai¿ and launced it on Youtube during the 2014s elections which basically created a storm in the social media platform. Talking about how public relation strategy works to maintain brand image of a personality could be seen in the form of growth and development agenda created by the leader. Main aim is to focus on the present opportunities, possibility and erasing the past events if happened any. In the case of Modi ji, the main past event was the Gujarat riots which took lifes of more than 1000 people, mostly Muslims. So in order to cover his past, Modi PR team created a environment of openness, where Modi would publicly admit to his mistakes. Interacted with youth using social media and also gave impacting speeches at various events.
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