Anna Hazare Public Relations Case Study
Anna Hazare PR Case Study
A good product generates its own PR. That, in a nutshell, is the success of Anna Hazare’s anti-corruption movement. The movement seemed to have a life of its own. Yet, it was a very successful PR exercise at the same time, and this is what leading public relations and communications firm Hanmer MSL has examined in this case study, the first of the thought leadership studies that Hanmer MSL’s new content service plans to put together on a regular basis. Anna Hazare took up an issue that affects the common man in every aspect of his life he must bribe officials for even simple things like a driving licence to something major like getting his child admission into school. In his interaction with the government/bureaucracy, absolutely nothing gets done unless he pays a bribe.
The product we can compare the Jan Lokpal Bill to a product that satisfies a crying need the reduction of corruption, if not its extinction.
The success of the agitation is astonishing because it had no professional help. Yet, a good product (the Jan Lokpal Bill), clear messaging and use of the right communication tools for this age (it’s been a social media-fuelled stir, which is why you see such a large youth participation), have led it to great success.
The brand
If the Jan Lokpal Bill is the product, Anna Hazare is the brand ambassador. Here are a few lessons he taught us about brand-building through the campaign. Lesson 1: Have an idea that connects
Rocked by five major scams over the past year, India was angry at the government, its seeming lack of will to tackle corruption and the time it took to act. A strong, independent Lokpal that could investigate ministers, the bureaucracy, the judiciary and even the prime minister was an idea whose time had come. Lesson 2: Create symbols, icons
Every timeless brand has its symbols Nike and its swoosh, for instance. Most brands also have their icons Steve Jobs for Apple, for example.
A good product generates its own PR. That, in a nutshell, is the success of Anna Hazare’s anti-corruption movement. The movement seemed to have a life of its own. Yet, it was a very successful PR exercise at the same time, and this is what leading public relations and communications firm Hanmer MSL has examined in this case study, the first of the thought leadership studies that Hanmer MSL’s new content service plans to put together on a regular basis. Anna Hazare took up an issue that affects the common man in every aspect of his life he must bribe officials for even simple things like a driving licence to something major like getting his child admission into school. In his interaction with the government/bureaucracy, absolutely nothing gets done unless he pays a bribe.
The product we can compare the Jan Lokpal Bill to a product that satisfies a crying need the reduction of corruption, if not its extinction.
The success of the agitation is astonishing because it had no professional help. Yet, a good product (the Jan Lokpal Bill), clear messaging and use of the right communication tools for this age (it’s been a social media-fuelled stir, which is why you see such a large youth participation), have led it to great success.
The brand
If the Jan Lokpal Bill is the product, Anna Hazare is the brand ambassador. Here are a few lessons he taught us about brand-building through the campaign. Lesson 1: Have an idea that connects
Rocked by five major scams over the past year, India was angry at the government, its seeming lack of will to tackle corruption and the time it took to act. A strong, independent Lokpal that could investigate ministers, the bureaucracy, the judiciary and even the prime minister was an idea whose time had come. Lesson 2: Create symbols, icons
Every timeless brand has its symbols Nike and its swoosh, for instance. Most brands also have their icons Steve Jobs for Apple, for example.