Satyagrah: A case study of digital PR, crises mitigation and online reputation management

Satyagrah featuring THE Big B, Ajay Devgun, Arjun Rampal and Kareena Kapoor is currently running successfully across all theatres. The Prakash Jha movie typically showcases the agression and anxiety of a common man againt the corrupt system spread in all government departments across India.

As a PR professional, the movie (Satyagrah) is actually a case study about the success of digital PR , crises management and creating online reputation management. On the century celebrations of Indian Cinema, a movie like Satyagrah is surely to become a point of discussion across the communication industry.

Lets talk about the first major crises, showcased in the movie, where Devgun goes to the police station to get bail for Dadduji (Big B) , but inspite of central connects he fails . Finally like a professional PR consultant, he creates a strategy using all major mediums of advertising and communication like outdoors, creating FB page, tweets and circulating the message and MMS to target audience resulting to build a pressure on government and freedom for Dadduji.

Here devgun managed the crises situation by creating a NGO kind of setup , taking help of local leader (Arjun Rampal) and using Social media machinery to attract the attention of variuos media personnel to a remote area like Ambikapur.

Now the film runs fast and during the entire movie, you will mostly find the FB page, tweets, comments on Fb, LIKE to FB comments to establish the viscocity of agitation. Till now directors use the medium of breaking news and machines printing thousand of copies of the incident or agitation to showcase the viscocity. But this movie is the first movie which showcased the social media to established the seriousness of the agitation.

It is the social media or digital PR and online reputation management which actually incarnated DADDUJI from a retired Principal of a village school.