PR kiya toh darna kya, writes Sajid Khan

Okay, everybody! It’s sing-along time... Jab PR kiya toh darna kya… PR kiya aur chori bhi ki, phir public perception se darna kya... Jab PR kiya toh darna kya!!! No applause here since singer and lyricist (me) are being hooted by the crowd, but no stress. My PR agency will handle this song review coming out tomorrow! Four stars, guaranteed!

It was easier, then!
Yesteryear actors, politicians, businessmen and sportspersons definitely must be jealous of today’s actors, politicians, businessmen and sportspersons as this lot has a weapon they never had — PR management. With today’s great PR skills, the yesteryear lot would have been bigger and more famous actors, politicians, businessmen and sportspersons than what they were then. But they also must be heaving a sigh of relief because it was easier to get away with affairs, scams and corruption, as they never had today’s vigilante PR agencies. 

Silent partners
Ruko, ruko… Samjhaata hoon… Many famous actors from the ‘70s had affairs with many famous heroines from the ’70s, which used to result in dating, going for drives, spending nights over at each other’s houses or even travelling abroad together for a quick getaway. Perhaps later to be written in the gossip columns of a few film magazines (which most of the times, were controlled by the actors as their best friends were the editors).

The right hire first!
Fortunately or unfortunately, this can’t happen today. Today, if a celebrity has an illegitimate affair with another, where can they meet? If he goes to her house, the security and neighbours will talk; maybe even put up pictures on social network. Even if they decide to travel abroad separately, only to meet up at the destination, it will still be written about, as someone (and there’s ALWAYS someone!) from the travel agency will leak it out. But no fear (filmy dialogue coming up)… Maarnewale se hamesha bachanewala bada hota hai! Their PR will do the damage control.
 
Saved by the deal
In the early ’80s, there was this famous hero-heroine couple shooting a film in Switzerland. After the shoot, while the rest of the unit returned to Zurich to take their flight back, the couple headed to Geneva for a sizzling rendezvous. The jealous production manager of the film, however, leaked the news to the media. Now imagine the same scenario in today’s times. Even if the news was leaked out, the PR machinery would completely change the dynamic. ‘Yes, they went to Geneva but he went for a big endorsement deal and she went for an international magazine’s photo-shoot’. So you see, the news of their rendezvous is eclipsed by the bigger news of their deals — thus keeping the ‘client perception’ intact. 

Today, every celebrity realises that talent and skill is of no use, unless it is marketed correctly. That’s where the PR agencies score. Like they say, perception is key. Truth is only as good as the perception created about it.

The right hire first!
Ruko, ruko… Phir se samjhaata hoon… I have made five films and in the reviews of all the five films, I have been reviewed, NOT MY FILMS! In fact, my last film did a business of `64 crores in India alone (average, not flop) but the perception created around it was that of a HUGE Flop. I am not trying to defend my work. The truth is I should have made a better film... But the ultimate truth is my PR skills were HORRIBLE (perhaps like the script)!

So, forewarned is forearmed as the script of my next film is getting ready and before we even cast for the film and before we even lock down the locations and before we even fix a release date, we will do the most important thing required for any film.... HIRE THE RIGHT PR TEAM!!!

Kyunki… Jab PR kiya toh darna kya!!!