In an exclusive interview, renowned PR consultant Prashant Golecha shares his insights on the evolving PR landscape, crisis management, and building long-lasting relationships in the entertainment industry.
The Changing Role of PR in 2024
PR continues to evolve, with an increasing focus on digital and social media. “PR now coexists with print, video, and online platforms. The industry thrives on instant information flow, but it still needs stability,” Golecha explains. He believes a balance between speed and quality is essential.
Adapting to Social Media and Short-Form Content
With short-form content like Reels and Shorts taking over, Golecha customizes strategies for each client. “Actors often misunderstand PR. We educate them and tailor our approach to match their personality and career goals,” he says.
Crisis Management: A Step-by-Step Approach
When a PR crisis hits, Golecha’s process is clear: “First, assess the situation, then act quickly. We update the client regularly, explaining our actions,” he shares. His method ensures transparency and timely responses.
Changing Dynamics Between PR Professionals and Journalists
PR professionals must now navigate a fast-paced environment where journalists are multitaskers. “The pressure of breaking news is constant. Influencer culture also complicates matters, as actors often fall for short-term gains instead of long-term media strategy,” says Golecha.
Traditional vs. Digital Media: Navigating the Challenges
While pitching to traditional media has become more difficult, Golecha finds satisfaction in seeing the impact of his work on clients’ careers. “Social media is important, but we’re not here to serve it. Instant content loses its novelty,” he reflects.
Handling Client Departures with Grace
When clients leave, Golecha remains calm and collected. “Three clients left in 2024, but I didn’t react. Their departure is their loss, not ours,” he asserts, emphasizing that professionalism always prevails.
No Room for Friendships in PR
Golecha doesn’t believe in friendships in the industry. “Friendships are often illusions. Trust is key, and I focus on work over personal connections,” he explains, preferring to maintain boundaries in his professional life.
Long-Term Relationships Built on Trust
Golecha has nurtured lasting relationships with clients like Arjun Bijlani, Eijaz Khan, and Ravi Dubey. “They trust our professionalism, and we go the extra mile for them,” he says, highlighting the importance of mutual respect and shared values.
Competition in the PR Industry
“There’s space for everyone in the industry, and we focus on doing our best,” Golecha says, brushing off concerns about competition. He believes that like-minded individuals attract each other, and that quality work speaks for itself.
Advice for Actors Hiring a PR Team
For actors, Golecha advises, “Trust your PR team fully and avoid involving family or managers. Building a profile takes time. Be honest and cooperative for the best results.” He emphasizes that PR is an investment in a career, not an expense.
Starting a Career in PR: A Commitment to Hard Work
Golecha’s advice for those entering PR: “It’s a 24/7 job, and you must love the work. Focus on substance, not glamour,” he says. He stresses that true PR success comes from dedication, not superficial fame.
Philosophical Wisdom from Golecha
Known for his philosophical views, Golecha shares some thought-provoking shayari: “Sometimes, you don’t need to speak about curses. If you hurt others, it will eventually come back to you,” he reflects, reminding us that karma always has its way.
The Power of Energy and Vibes
Finally, Golecha believes that positive energy makes all the difference in the PR industry. “It’s not just about you and the world, but about you and the universe,” he concludes, reinforcing the importance of maintaining a positive, authentic approach.
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