Mumbai: In what may be termed as a unique event in the history of public relations, a homegrown Indian  PR firm, PR Professionals, finds  itself at the centre of a huge political debate in the Australian Parliament regarding the firm’s role in shaping the public image of Australia’s leader of opposition Peter Dutton’s recent visit to India

Australia's former Minister of Defense and Home Affairs Dutton, embarked on a high-profile visit to India almost a month ago bringing a long power-packed business delegation, aiming at further strengthening Indo-Australian trade relations. The four-day visit was a huge success with widespread publicity in the most prestigious and influential news publications.

Seeking to reinforce trade relations between India and Down Under, Dutton participated in a range of engagements, from meetings with captains of industry to interactions with schoolchildren; and visits to religious sites.

The visit was strategically curated to showcase Dutton's multifaceted persona, emphasizing both his business acumen and softer side. And therefore, the agency finds mention in Australian politics. Australia’s assistant manager to the prime minister and assistant minister for the public service Patrick Gorman, accused the leader of the opposition of secretly organizing an India trip aimed at showcasing his softer side.

Gorman's accusations took a specific turn as he claimed that Dutton engaged the services of - PR Professionals -, employing the firm as a strategic communications partner. According to Gorman, this partnership led to the crafting and dissemination of specific communications to the Indian media, along with orchestrated interviews to mould a tailored narrative for Dutton's public image.

The assertions made by Gorman in the parliamentary session were published by one the world’s largest read, Daily Mail, further amplifying the matter.

The claims raised in the Australian Parliament shed light on the significant influence wielded by PR firms in sculpting political personas and narratives in the global landscape. This unexpected mention of an Indian PR firm in a foreign political forum sparks intriguing discussions on the broader implications of strategic communication in international relations.