Exploring media catching strategies in Indian political public relations: A shift from public to private communication

The modern media landscape has been significantly transformed by the rise of digital platforms and social media, altering the dynamics of political communication. This study investigates the professional use of WhatsApp for media catching within Indian political public relations, a practice that has received limited academic attention. By analysing the group administrative actions, content styles, and information flow within four distinct WhatsApp groups used by political public relations practitioners and journalists, this research provides insights into how these private messaging platforms are leveraged to influence media narratives and public perception. The study employs a mixed-methods approach, combining ethnographic observations, content analysis, and semi-structured interviews with journalists and public relations professionals. The findings reveal that WhatsApp groups are predominantly used for one-way communication, aligning with the press agentry/publicity model of public relations. The dominance of multimedia content, such as images and videos, underscores the platform's role in enhancing the immediacy and visual appeal of political communication. However, the controlled nature of these groups raises ethical concerns regarding transparency and the potential for biased reporting. Despite these challenges, WhatsApp's widespread adoption, cost-effectiveness, and support for multiple languages make it a valuable tool for media relations in the Indian context. The study concludes by emphasising the need for a hybrid approach that combines the efficiency of digital platforms with the depth of personal interactions to maintain strong, trust-based relationships between journalists and public relations practitioners.