Odisha's BJD needs to learn from Ajit Pawer on how not to create digital crisis

I have come across two incident that had happened in two political party – BJD in Odisha and NCP ( Ajit power fraction ) in Maharashtra.

Recently Odisha was in news as blame game between BJD and its opposition BJP and Congress went viral around YouTuber Kamiya Jani’s visit to Lord Jagannath Temple. Opposition alleged that Kamiya Jani is a beef eater ( Bidharmi ) and her visit to Jagannath Temple has destroyed purity of the temple's tradition. Leaders like Former PM Indira Gandhi was not allowed to visit Jagannath Temple because she had married in a non-Hindu family. The man in question is VK Pandian , Odisha CM’s aid and a former IAS officer who had taken Kamiya inside the temple. The controversy turns ugly and looked like part of political strategy of opposition to fight with BJD, the party in power.

As counter, BJD’s team of spokesperson argued in favour of Kamiya Jani’s visit as she had also visited many other temple as part of BJP’s endorsement. BJD’s spokesperson cited example where one of her documentary link was shared by PM Narendra Modi. BJD was pointing that they have not done wrong as BJP had brought her inside many reputed temple.

In addressing the digital crises faced by the Biju Janata Dal (BJD) in Odisha and the Nationalist Congress Party (NCP) in Maharashtra, different approaches were observed. The BJD faced criticism over YouTuber Kamiya Jani's visit to the Jagannath Temple, which was politicized by the opposition. Their response, which involved defending Jani's visit by highlighting her visits to other temples and connections to the BJP, was not very effective.

In contrast, the NCP, specifically Ajit Pawar, handled a controversy involving his son's photograph with a gangster more effectively. Pawar acknowledged the mistake and committed to transparency and fact-finding, which helped defuse the situation. Ajit Pawer handled this controversy with lot of maturity with truth and transparency. He said meeting was wrong and should have been avoided. Pawar said he would gather all details of the meeting between his son Parth Pawar and gangster though he added that party workers may have taken his son there without son's knowledge that he is meeting a gangster.

For better crisis management, BJD could have adopted a more transparent and apologetic approach, similar to the NCP. Effective digital crisis management involves clear communication, addressing misinformation, engaging with the community, and promoting positive content to balance the narrative. Additionally, media management should focus on promoting positive coverage appropriately, rather than just suppressing negative stories. This balanced approach is crucial for maintaining public trust, especially for parties with long-standing power like the BJD.

Kamiya is not a YouTuber who has enviable followings. More than followers, she has added glamour to her as she is crossing shoulder with celebrities and politicians . She is a former TV anchor and keeps hiring celebrity management companies to manage her account. More than her Creator status, her management of her as a creator talent is a good strategy. She or agency could have also guided BJD on how to deflect the situation. Instead, she remain inaccessible and kept sharing a video link that she is not a beef eater. Both BJD’s counter and Kamiya Jani’s denial in fact did not yield any result. I do not know how much money was spent to bring a creator like her to Puri Jagannath Temple. Rumer in air points to huge spending. BJD could have used many Odia and other YouTuber whose followers are much higher than Kamiya Jani with this investment.

BJD has been in power for over two decades. It looks like Nandighosh TV Channel and Sakal Newspaper are acting as its mouthpiece. It has managed other media house. But what is the outcome of its media management? Media management is not to suppress negative coverage. If we study BJD case, positive media coverage is not promoted as it is required in terms of scale and issues.

BJD's handling of the situation was less effective and could have benefited from a more transparent and apologetic approach, similar to that of the NCP. It also touches on the influence of media management in politics and the importance of effective digital crisis management for political parties. It should learn Digital Crisis Management to avoid controversy.

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