At the unveiling of Pitch Madison Media Advertising Outlook 2015, Piyush Goyal, Minister of State with Independent Charge for Power, Coal and Renewable Energy, participated in a panel discussion on the role of advertising for a political party.
He said, â€œI agree that communication (to the public) is not something that should be done only during the time of the elections. If you take a look at the army; even during peace time, they keep honing their skills. This is the same with political parties or the government; you need to keep communicating what you are doing.â€
Not everything is about advertising. A lot of communication is through interviews, press conferences, etc. It needs to be a judicial mix and this is part of a holistic plan, which is true for any organization, whether corporate or political, he further opined.
â€œAs soon as I try to communicate through advertisements, people will discount it. It needs to come through neutral avenues, like journalists (media), over which you have no control. The second point is that we tried to have continuous communication but whenever we approached media companies, we saw that they jacked up rates by saying that it is a political advertisement and applied political advertising rates even there is no election.
I do see a merit in expert guidance in the process (communication and advertising) as well as continuous engagement. I am happy to think and reflect on it but will have to see how it dovetails with various mediums like social, radio, print, etc.â€ Goyal concluded.
Full report on the panel discussion will be carried on Monday.