Written By: Nitika Bansal
In today’s hyper-connected world, grabbing attention amidst the noise can be a daunting task. Some opt for the unconventional route, resorting to cheap and weird PR moves to stand out. The social media sphere was rocked on 2nd February 2024 morning by a post from Poonam Pandey’s team, announcing her death due to cervical cancer in a video. The news sent shockwaves across various platforms. However, the next day it was revealed that the actress fooled the audience, and it was a PR publicity stunt to raise awareness about the disease, which received widespread criticism. Not only criticism, but also became a meme material for the public saying ‘Awareness dene ka tareeka bada hi kezual hai’. Such mockery was indeed expected for what she and her PR had done.
Even Celebrities like Aly Goni, Rakhi Sawant reacted to the incident and after Rakhi Sawant’s reaction we all had a good laugh, after which Pandey publicly apologized after the All- Indian Cine Workers Association demanded that the Mumbai Police Commissioner file an FIR against her. Now what’s the point of such stunts if they leave a bad aftertaste?
This incident not only blurs the lines between genuine PR efforts and publicity campaigns but also exposes vulnerabilities in mainstream media’s verification processes and the sway of social media in disseminating information. Ultimately, how can one make mockery out of life and death! PR agencies do serve as the best custodians for brands, helping to shape the image of organizations, individuals, or causes, but this doesn’t cater to exceeding limits just to gather some spotlight over net. In the cutthroat world of public relations (PR), there exists a temptation to opt for cheap and expedient strategies to boost visibility or manage crises. The Poonam Pandey campaign, though not led by a traditional PR agency, ended disastrously.
It is certainly conceivable that a PR agency (certainly not the good ones) could also have proposed it, & similar situations may still occur in the future. PR agencies often propose marketing or influencer-led campaigns, there’s a growing convergence between these activities, effectively blurring the lines of our responsibilities. If you look at 10 PR pitches today, all 10 would likely propose some kind of influencer/marketing led ideas. Many PR agencies have digital/influencer marketing verticals, so indeed, lines are rapidly blurring.
Ms. Shweta Kapoor, an internee in of the PR firm said “As a professional I think, this PR campaign does not fit under the social norms. Faking a death has a huge impact on people’s psyche as well as emotions. This could have been done in a better way, using better means and ways to raise the awareness.”
This serves as a critical lesson for all of us in the industry – PR firms, advertising agencies, & digital marketing/influencer firms alike – highlighting the need for a more cautious approach to campaign strategy and execution. Moving forward, it’s imperative that we reflect on this incident & ensure our efforts align with the integrity and ethical standards that true & effective communication campaigns stand for.
