In today’s digital age, the relationship between celebrities, the media, and their fans has drastically changed. Once, stars had a direct connection with their audiences through media interactions, but that bond has increasingly been replaced by public relations (PR) teams who now manage the narrative. While PR is essential in shaping a celebrity’s image, many PR professionals are falling short, creating more problems than they solve. Recent events, such as the altercation between actor Suriya and a journalist during Kanguva’s promotion and the assault of a female reporter at an Allu Arjun event, have sparked widespread criticism of PR’s role in managing media relations.
At the heart of these incidents is the growing issue of PR teams overstepping their boundaries. During the Pushpa 2 press conference in Mumbai, senior journalist Vibha Kaul Bhat was assaulted by Allu Arjun’s manager for simply doing her job—covering the event on her phone. Vibha, positioned in the designated "senior journalist lane," was livestreaming the press conference when suddenly a man tried to snatch her phone and aggressively shouted at her to stop filming. What was even more shocking was that both Allu Arjun and Rashmika Mandanna were present at the event, but neither intervened to address the situation. Vibha, in her social media post, expressed her disappointment, pointing out that despite handing a written note to Allu Arjun asking him to address his manager's behavior, no apology or acknowledgment was made.
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The bigger issue here is how PR teams are mismanaging media relations. Instead of acting as a bridge between celebrities and the public, many PR professionals are becoming gatekeepers, trying to control what journalists can or cannot report. In many cases, they go to extreme lengths to control the narrative, even restricting journalists from asking questions or covering events freely. This overzealous control is damaging the relationship between the media and the celebrity world, leading to unnecessary confrontations and a negative public backlash. PR is meant to be a facilitator, not an obstacle, but the current trend is causing more harm than good.
The recent incidents highlight the larger problem of PR teams, who, rather than promoting positive engagement, are fostering an environment of hostility. Journalists, especially senior ones, are facing increasing mistreatment at events, and their professional integrity is being compromised by overbearing PR tactics. These actions are not only harming individual reputations but also damaging the credibility of the celebrities they are supposed to represent. In Vibha’s case, the lack of apology from Allu Arjun, his manager, and even Bhushan Kumar, who was present at the event, reflects a troubling trend of PR mismanagement that needs urgent attention.
If the entertainment industry is to maintain a healthy relationship with the media and the public, PR needs to evolve from controlling the narrative to fostering open communication. Celebrities, too, must recognize the value of media interaction as a vital tool in shaping their image and connecting with fans. The PR professionals who are tasked with managing this delicate balance must understand that their role is not to create barriers but to build bridges between celebrities and the public—something that, sadly, many are failing to do.
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