The role of communications in India’s electoral landscape

In India, elections are a great spectacle. It is the time of the year in India which is considered as a celebration and battleground at the same time. From controversies, misinformation to reputation damage, there are various complexities involved that political parties face during this period. When we talk about shaping public perception, image building, crisis management, and effective communication, the role of the PR & Communications industry is undisputed.  

As we all know, Public Relations and Communications acts as a bridge between political parties and a diverse electoral landscape. If we go a decade back or more, the role of PR & Communication is understated and is limited to updating the public through press releases about the ongoing situation. However, the 2024 elections stand as an important part in the PR & Comms industry as this year PR professionals have tightened up their rope to work on the most important aspects of the electoral process; influencing public perception, managing controversies, and disseminating authentic information.  

We talked to industry experts Girish Balachandran, Founder and Managing Director, ON PURPOSE, Kunal Kishore, Founder Director - Value 360 Communications, Aman Gupta, Managing Partner, SPAG – a FINN Partners Company, Vineet Handa, Founder & CEO- Kaizzen to closely examine the role of PR & Communication in Indian elections 2024 and beyond.

Excerpts: 

What difference do you observe in the Indian and Global elections communications strategies?  

An aspect that changes the entire course of Indian election results is creating strong personal connection with the public by facilitating community outreach efforts, organizing events, town hall meetings, and grassroots campaigns. 

Highlighting the difference between the Indian and Global elections communications strategies, Aman Gupta stated, “In comparing Indian and global election communication strategies, it's evident that while both aim to sway voters, the approach significantly varies. Indian elections, due to the sheer size and diversity of the electorate, demand a more decentralized, grassroots-oriented strategy. This entails a deep understanding of local issues, cultural sensitivities, and regional dynamics. In contrast, global elections often lean towards more centralized, mass-media-driven campaigns, focusing on broader policy platforms and ideological appeals.”

Next, Girish Balachandran highlighted that Indian landscape demands a more localised approach and both Indian and global elections rely on media outreach. “Political parties in India primarily use more traditional mediums like rallies, print media, and regional broadcast channels to connect with voters at grassroots level, as opposed to global elections which tend to use more digital platforms, and data analytics for targeted messaging”, Balachandran added.

Kunal Kishore talked about the importance of Politics and communication and stated them as an unseperable duo of democracy. Elaborating the role of PR in the 2024 Indian elections, he stated, “The role of PR extends far beyond traditional communication strategies. It's about navigating the complexities of a digital landscape, shaping narratives, managing crises in real-time, and connecting with voters on a personal level.”

“India epitomizes the global communication technology revolution with high smartphone penetration, large number of younger demographics and digital transformation reaching every part of the country”, Kishore added.

Vineet Handa talked about the needs and development concerns of the Indian politics. He stated, “In the political arena, diverse groups wield their own unique power to shape the course of elections. Hence, the messaging needs to be customized and articulated in a manner that satisfies the needs and aspirations of every stratum of society.”

How can PR professionals maintain a delicate balance between political communication and fostering a positive image of their clients?

The 2024 Indian elections have been termed as a battleground not just for political parties but also for the PR professionals tasked with bridging the gap between political entities and the electorate. In respect to this, Kunal explained that understanding the nuances of local issues and sentiments is crucial in crafting messages that resonate with voters across the length and breadth of the country.

Girish elaborated about the most effective strategy that is to have genuine dialogue, and focusing on issues rather than personalities. Moreover, crafting narratives that resonate with the electorate's aspirations and concerns will help PR professionals steer clear of controversy while building a positive image for clients.

Aman mentioned that PR practitioners must focus on issue-based communication, highlighting their client's vision and solutions rather than engaging in personal attacks or negative campaigning. Gupta highlighted, “By emphasizing transparency, authenticity, and integrity, PR professionals can navigate the political landscape while enhancing their client's credibility.”

Handa explained that staying informed about current political issues and public sentiment helps in anticipating potential pitfalls and adapting strategies accordingly. “Strategic partnerships with non-political entities like NGOs or influencers, coupled with a focus on social responsibility initiatives, can reinforce a positive image without venturing into controversial political discourse”, Vineet further added.

How does PR and communications strategies help in bridging the gap between political parties and India’s diverse electoral groups and geographic?

India's diversity extends to various aspects - language, culture, region and other issues dominating an individual’s wellbeing.

In respect to this matter, Kunal elaborated the importance of PR strategies to facilitate dialogue and negotiation between parties by helping them forge alliances, listening to feedback from the electorate, and reach consensus on common goals and agendas. “By actively seeking input from diverse communities and regions, parties can adapt their strategies and policies to better reflect the needs and aspirations of the people they aim to serve”, Kishore further added.

Girish explained that strategic engagement with community leaders, opinion influencers, and grassroots organisations can facilitate meaningful dialogue and build consensus.

Aman Gupta empahsised the crucial role PR and communication strategies play in bridging the gap between political parties and India's diverse electoral groups and geographic regions. He further explained that by tailoring messages to resonate with different demographics, PR professionals can create a sense of inclusivity and relevance among voters. Moreover, understanding local sentiments, cultural nuances, and socio-economic factors is paramount in crafting effective communication strategies that foster unity and understanding across diverse communities. 

Handa mentioned about the involvement of coalition governments in the India's political landscape. “PR strategies can facilitate dialogue and negotiation between parties, helping them forge alliances and reach consensus on common goals and agendas.”  

What role does digital media strategies play in reaching and engaging voters in today's political landscape? 

Digital media has become indispensable in shaping public opinion and mobilizing support in modern-day elections. 

Talking about the role of digital media strategies, Girish highlighted the role of digital analytics and explained that it enables targeted outreach, allowing parties to tailor messages based on demographic profiles and voter preferences. Moreover, he further explained that interactive platforms facilitate parties to get feedback, address grievances, and build a sense of community among supporters in today’s landscape. 

Aman Gupta elucidated the role of social media platforms during elections and stated, “With the proliferation of smartphones and social media platforms, political parties can directly connect with voters on a massive scale, transcending geographical boundaries and traditional media channels.” 

Vineet supported his facts on the role of digital media strategies by emphasizing on the reports from Dataportal at the beginning of 2024. “India boasted a staggering 751.5 million internet users, with an internet penetration rate of 52.4 percent out of which 462.0 million were social media users, comprising 32.2 percent of its population, he explained. 

Lastly, Kunal talked about how the present day voters are becoming increasingly online savvy. This, in turn, will increase the adoption of digital media strategies in contemporary and future Indian political campaigns. 

He also explained that political leaders can use database and the internet technologies to raise funds, organize volunteers, gather intelligence on voters, reach out to voters, and establish personal bonding with the voters and also to figure out the strategy and tactics of their opposition parties.