Thread by @smitadeshmukh

The most ridiculous attack on @narendramodi is that he effectively uses image building and PR. As former journalist and now course coordinator of a major communications prog in a South Mumbai institution - I can only laugh - aloud at this stupidity

Modi is a PR delight - he understands all media platforms and is willing to experiment. We often discuss his Instagram handle as a case study in the class. For any PR professional, the client needs to be enthusiastic. Modi scores big time

The crucial difference is - his work (read content) that gives him confidence (charisma). Rahul's team is not sure of their client so is highly protected. Delhi based PR gurus are trying hard for their Prince but are failing

Their only defence is attack and even Akshay Kumar is not spared. PR is not magic wand. Every candidate must use the system. But effectiveness is not in the process. It depends on the client's approach. Modi scores and that hurts

Free PR advice to Congress - the more you attack Modi on ridiculous levels, the more he scores. And spare your venom for Akshay. He is a great actor. Ask your third grade party spokesmen to focus on something else.
PR works. But it is not working for you. Bitter truth