Celebrity PR in India: A Closer Look at Salman Khans PR Strategies

Suparna Naresh

Assistant Professor

Department of Media Studies

CHRIST (Deemed to be University), Bangalore, India

Executive Summary  

Public figures in recent times have been increasingly on the lookout for Public Relations (PR) professionals to present them to their public with style and panache, successfully covering up a thousand misdemeanours from their past. Positive PR is strategically planned and thought out for the concerned celebrity by the PR machinery.

PR professionals and publicists are paid huge amounts of money to keep the stars of the film industry in the limelight, garnering positive footage twenty-four-seven. Wooing the public to reclaim and consolidate one’s position requires good public relations. This is not an American phenomenon. In India too film stars are no exception to this practice. Over the past few years many well known faces from the Hindi film industry have used PR strategies to propel themselves from the ‘much ignored’ to ‘the much renowned’. On occasions film personalities have sought the welcome intervention of their PR team to create a positive buzz around them to make the public forget unsavoury behaviour on their part.

This paper tries to look deeper into the phenomenon of ‘Bad boy’ Salman becoming the ‘poster boy’ of Bollywood today, to find out whether PR can really bring about a volte-face in the career graph of an actor. The primary objective of this paper is to understand the power of Public Relations strategies used by celebrities like actor Salman khan to create a positive image in the minds of the viewing public.
Year of Publication: June 2013
ISBN: 978-93-82305-16-3
Working paper: Vol 4 (2013-14)
 Pages:   VI, 18

Centre for Research – Projects, CHRIST (Deemed to be University), Bangalore
Published by Centre for Publications, CHRIST (Deemed to be University), Bangalore
Price: available on request