Maverick PR consultant Prashant Golecha opens up about work & actors and reflects maturity and wisdom in conversation with AllThingsMen. About the competition he believes there is space for everyone, and there is enough work in the industry. We mind our own business and are focused on what we have. We are the best and work with the best intentions. We don’t consider anyone our competition. Over to Prashant Golecha…
ATM) How has the role of PR evolved in 2024 compared to previous years? What major trends are shaping public relations this year?
PG) PR is ever-evolving. From print to video, online and social media, everything is coexisting. I feel instant information flow is the order of the day. It’s like fast food culture, but some stability is needed in the way the industry functions.
ATM) How do you incorporate social media into your PR strategies, especially with the rise of short-form content like reels and shorts?
PG) PR has to be customized as per the client’s requirements. The client needs to be educated and informed about how the media operates. Actors have a lot of misconceptions about PR. A strategy needs to be customized as per the personality, and it has to be made relevant as per the profile potential and realities.
ATM) How do you prepare for and manage a PR crisis?
PG) We first understand the situation, evaluate the pros and cons of the strategy, and then take immediate action through releases. Client has to be constantly updated, guided and explained what is being done and why.
ATM) How has the relationship between PR professionals and journalists changed in the last year?
PG) Most of them are fast-paced workers but are multitaskers too. We have to give them leverage and vice versa. The pressure of competition, breaking news, and interviews of A-listers is there all the time. There are some genuine journalists who suffer because of so-called influencer culture. Influencer types do shoshebazi, which ironically is accepted by a lot of actors because of the influencer’s brand value. Everyone wants to give an interview to someone who is impactful on social media, but his or her nature or personality is immaterial. Quick, short-term gains are what many celebs fall for.
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ATM) What challenges do you face in pitching to traditional media outlets versus digital or social media platforms? What is the most rewarding aspect of working in public relations today?
PG) You surely feel good when your hard work makes a difference in someone’s career. The positive side is managing a wide variety of personalities. You end up increasing your patience and maturity too in the process. Social media is for us, and we are not for social media. There was a time when we used to crave watching the sex appeal of actors on the big screen, say, for example, Urmila Matondkar in Rangeela or Manisha Koirala in 1942: A Love Story, but now some actors are going all out on social media. The novelty factor is missing because of the instant access. No one cares how much is too much. They feel everyone is doing it, so I should do it too.
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ATM) What advice would you give to someone who’s just starting a career in PR?
PG) Think twice if you are willing to work 24/7 like an addiction. Focus on yourself and your work. It is your heart that needs to be glamorous, and don’t get fooled by outer glamour or the social media of actors. Actors are as normal as anyone else, but their perception value makes them different.
