Kerala CM Pinarayi Vijayan PR fiasco: Communist, The Hindu and PR Cocktail explained

Recently, Kerala Chief Minister Pinarayi Vijayan sat for an interview with The Hindu, aiming to fight mounting criticism against the communist government on a host of issues. However, the move backfired when it was revealed that a PR agency had solicited this interview between the CM and the publication. Additionally, the interview mentioned the Chief Minister making a remark in the context of government action against ‘Muslim extremists’. In this context, he was quoted saying that the proceeds of crime from gold smuggling and Hawala were being used to fund anti-state and  “anti-national” activities in Mallapuram, a Muslim-majority area in Kerala.   

However, when the remark garnered widespread condemnation and a massive protest led by estranged CPM leader and Independent MLA PA Anwar, the Chief Minister’s office clarified the contentious remarks saying that the CM Vijayan made no such reference. It also asked the newspaper to publish an apology for attributing those remarks to CM Vijayan. The development, however, exposed that the interview was arranged by a PR agency named Kaizzen. 

The revelation that the Kerala government used a PR agency, was a major embarrassment for the Communists. Ironically, the development exposed that the communists, who claim to be championing the cause of the poor, downtrodden, and labourers, were engaging PR agency to ‘manufacture’ and bolster their image among the masses. Strikingly, for years, the leftists have been launching smear campaigns against the Modi government alleging that it uses PR agencies to craft a false image of itself. Interestingly, they ended up landing themselves in this PR fiasco, a double whammy for the left parties and their shrill agenda against the Modi government. 

Subsequently, both the publication, The Hindu, and the Chief Minister, have been at the receiving end of criticism for disowning their own words as well as for carrying out a ‘pliable’ interview through a PR agency. While The Hindu published an apology for “lapse in journalistic rigour”, reports suggest that the CPM is also embarrassed and angry with CM Pinarayi Vijayan for mishandling this PR fiasco.

The Controversy and the Timeline Explained

Notably, CM Vijayan’s interview was published in The Hindu on 30th September. After its publication, an excerpt of the interview triggered a firestorm in state politics. The contentious excerpt that has become a hot potato for both The Hindu and CM Vijayan is as below –

The Hindu query – In this context, when you are facing a resurgent BJP, how do you react to the allegations that top-ranking police officers and your staff members have been meeting RSS functionaries in secret and that the CPI(M) is soft on RSS?

CM Vijayan’s response — The Left, especially CPI (M), has always stridently opposed the RSS and other Hindutva forces. Many of our comrades have lost their lives standing up against them. No one in Kerala can believe these canards. We must understand the reasons why such allegations are being levelled. Minority communities form a significant proportion of Kerala’s population. For a long time, these communities stood by the Congress-led United Democratic Front (UDF). But that has changed. The minority groups are now supporting the LDF. 

Knowing fully well that this will electorally hurt them, the UDF is deliberately trying to create confusion, levelling these false allegations that we are soft on the RSS. This campaign is only aimed at political gain. There are other extremist elements too at work, who are promoting communal divisions. 

When our government acts against Muslim extremist elements, these forces try to project that we are acting against Muslims. For example, 150 kg of gold and hawala money worth 123 crore were seized by the State police in the last five years from Malappuram district. This money is entering Kerala for “anti-state” and “anti-national activities”.  (This is the remark which has stirred the state polity) 

The allegations that you are referring to are a reaction to such action by our government. As for Mr. Anvar, we have already constituted a special investigation team, to probe his claims, the Hindu concluded CM Vijayan’s response on this query. 

‘Rebel’ PV Anvar launched a scathing attack on CM Vijayan for his contentious ‘remark’

Launching an all-out, Nilambur MLA PV Anvar condemned CM Vijayan’s remark made during The Hindu interview where he linked hawala money seizures from Malappuram to Muslim extremists for orchestrating anti-State and anti-national activities. Incidentally, while reporting on Anvar’s statement, The Hindu didn’t flag CM not making such a remark in their interview or that the same were added at the behest of a PR agency, Kaizzen. Strikingly, by that time, The Hindu, which claims to be championing ‘journalistic ethics’ and ‘editorial supremacy’, had no qualms with the “pliable interview”  with CM Vijayan, scripted on PR agency’s insistence, until it was caught allegedly after the communist leader got cold feet over the Mallapuram reference. 

Nonetheless, by that time, both The Hindu and the Communist governments were contented with the pliable interview that was published, for the better part of 1.5 day. However, when the contentious remarks became untaintable in the face of mounting criticism, the Chief Minister’s Office (CMO), sent a letter to the publication, over 32 hours after The Hindu published the interview. 

In the letter, the CMO claimed that the chief minister’s words regarding Malappuram were “twisted and misinterpreted”. Ironically, by that time, almost all the ministers of the Kerala government were busy justifying the controversial remarks attributed to CM Vijayan. 

The CMO letter also sought a “clarification” from the newspaper to “rectify the perceived misinterpretation” of the chief minister’s statements.

While the CMO’s letter seeking a formal apology from the publication would have been construed as an “attack on media freedom” had been a BJP-ruled state, The Hindu complied with the Kerala CMO’s demand and tendered an apology in its 2nd October edition. 

Blaming its journalist for the entire row, the Hindu issued a correction and apology that read – “In the interview with Kerala Chief Minister Pinarayi Vijayan, published in the September 30 edition, The Hindu would like to state that some sentences that were not part of the interview were added in the published version at the request of the PR person who helped arrange the interview. This should not have happened, and we unreservedly apologise for this serious error of judgement on the part of the reporter and for the lack of editorial oversight in this instance.” 

It added, “PR agency Kaizzen had approached The Hindu offering an interview with the Chief Minister. Our journalist interviewed the Chief Minister at Kerala House in New Delhi at 9 a.m. on September 29, where two representatives of the PR agency were also present along with the Chief Minister. The interview lasted for around 30 minutes. Subsequently, one of the PR representatives requested for the inclusion of details regarding gold smuggling and hawala transactions in Malappuram, money from which were used for anti-State and anti-national activities.” 

The publication continued, “The comments, the PR representative said, were originally made at a press conference by the Chief Minister. The PR representative provided in writing the request for inclusion in the Chief Minister’s response of the lines that are now disowned by the Chief Minister’s press secretary. Including those lines as part of the Chief Minister’s statements of that day was a lapse that revealed lack of journalistic rigour, and we apologise for this error.”

However, while issuing an apology, The Hindu threw its journalist under the bus as well as made a shocking revelation that has since caused further troubles for CM Vijayan. It exposed that the interview was arranged by a PR agency, causing major embarrassment for CPM which is reportedly angry with the CM for mishandling the PR row. It has been argued that if the CM didn’t make the contentious remarks, why did the CMO take over 30 odd hours to clarify its stand, as it is being alleged that the communist leader only went on to disown the remarks when they became untenable in the wake of mounting opposition, especially from ex-party leader, PA Anvar. 

It is pertinent to note that the CM has disowned the stinging remarks linking Muslim extremism and hawala money seizures with ‘anti-state’ and ‘anti-national’ activities in Mallapuram, as the area comprises around 71% Muslim population, virtually a veto — deciding win or loss in the region. 

As per reports, though a section in the CPM is unhappy with the way CMO handled the PR controversy, it has asked leaders and Ministers to defend the Chief Minister and downplay the PR controversy, especially at a time when the opposition – BJP and the UDF have cornered CM Vijayan. 

A CPM insider told The New Indian Express, “This was an unwanted controversy. The office should have issued a press release soon after the news was published. Any national media would be always eager to get a CM’s interview.” 

Claiming that the communists don’t employ PR agencies, Minister V Sivankutty said the CM does not require any PR agency. He said, “The CPM did not grow with the support of any PR agency. Such claims won’t be taken seriously by the people.” 

Meanwhile, it was later revealed that CM Vijayan was not the only Communist leader who was involved in this PR-scripted interview. Media reports pointed out that CPM leader and ex-MLA T K Devakumar’s son, Subrahmaniam, was reportedly the PR personnel present during the CM’s interview, further aggravating the disaster for the left party who had been denying that the party doesn’t employ the service of PR agencies. 

CM Vijayan denies The Hindu assertion that PR agency arranged for his interview

In his defence, CM Vijayan outrightly rejected allegations that he engaged any public relations agency to work for him or the state government. Regarding the Hindu’s claim that PR agency named Kaizzen arranged for his interview with the publication, Pinarayi said that it was an acquaintance and not a PR person, who approached him saying the newspaper wanted to carry his interview.

Addressing the media on Thursday, Vijayan claimed, “Neither I nor the government has entrusted any PR agency. No money has been spent on this.” 

He added that it was CPM leader and ex-MLA TK Devakumar’s son – TD Subrahmanian –  who approached him for the interview. He, however, admitted that a third person was present during the interaction, but went on to claim that he was under the impression that the individual came with the newspaper reporter.

Interestingly, the Hindu, the publication in the eye of the storm, which revealed the involvement of PR agency, Kaizzen, also published CM Vijayan’s denial that there was no PR agency involved in the said interview. The publication, again, didn’t stand by its ground and carried contrarian assertion of CM Vijayan about the involvement of the PR agency in the interview. 

It is pertinent to note that the Interview of CM Vijayan was done by The Hindu Deputy Editor Sobhana Nair, a seasoned journalist, and author of a book on late LJP founder Ram Vilas Paswan with the same name. Incidentally, she had also shared the Interview and retweeted Anvar’s charge against CM Vijayan which also attributed the contentious Mallapuram remarks to CM Vijayan.  

Meanwhile, at the press conference, Pinarayi Vijayan repeatedly evaded answering questions as to whether any action would be taken against the person who facilitated the interview as according to him, the remarks were wrongly attributed to him which has triggered a major political storm in the state. 

CM Vijayan said, “It was CPM leader TK Devakumar’s son who approached me for an interview with the newspaper. Politically he has been with us for some time. Hence, I agreed for the interview. A woman came for the interview with Devakumar’s son. While the interview was going on a third person also entered the room. I thought he might be with the reporter. I responded to all questions except one on PV Anvar. To this, I said I have already spoken about it in detail.” 

He further claimed that when it was found that the interview had portions wrongly attributed to him, a rejoinder was issued. 

He added, “The newspaper promptly responded by admitting the error. I don’t know what transpired between the reporter and the other person.” 

Regarding repeated queries on the Public relations agency, Vijayan said he cannot respond to questions about the PR agency since he does not know about it.

He claimed, “I have no relationship with any PR agency. The media is trying to cause maximum damage to me. However, I am happy that at last the media has agreed that the statements attributed in my name was not mine.”

He further stated, “Moreover Malappuram district is not in the number one position regarding crimes.”

PR conundrum for the Communist government: Disowning everything, the only ‘viable’ option to evade public embarrassment

With the left parties launching shrill tirades against the Modi government alleging the use of PR agencies, denial of roping in PR agencies was seemingly the only viable option for the communist government. For eons, it has been projecting that it abhors and vehemently attacks anyone who employs a PR agency in politics, with the recent case unraveling this farce. 

It again rekindles the media reports on Kerala that were widely in circulation during the fog of the COVID-19 pandemic. Even though Kerala had disproportionately high cases of COVID patients, there were a plethora of media reports, and YouTubers lauding the so-called Kerala model for tacking the once-in-a-century pandemic. Now, in the backdrop of the recent revelation regarding the involvement of PR agency Kaizzen, have put the earlier hyped-up reports in the dock, giving apprehensions as to whether it was the work of the PR agency. 

Meanwhile, Kaizzen’s website reflects that it has been doing brand-building work in 80+ regions across the world. It has been working for brand communication for the last 12 years, also helps its clients in online video marketing, content strategy, and policy making. 

Nonetheless, the interview has proved to be a major Public relations fiasco for both the communist leader and The Hindu. The must-hyped newspaper for UPSC preparation, The Hindu has again been caught for publishing a PR piece as earlier it had become notorious for airing Chinese propaganda pieces even dedicating front pages to the country’s adversary that is still engaged in a Himalayan conflict with India.