Jatin Gandhi unearths a lot of details on Narendra Modi's PR operations. In the section on a "Request for Proposal" issued by the Gujarat government to recruit a PR agency, Gandhi writes:
The devil is concealed in the details of objectives such as this: ‘Crisis perception management and informing the Commissionerate of Information about impending stories about Gujarat State / leadership.’ In effect, an industry insider reveals, this is where the dirty work comes in. The ‘leadership’ clearly refers to Modi. From slowly working on journalists and feeding them stories, and, in some cases, doling out advertisements to their employers, the state government does it all. ‘Crisis perception management’ essentially kicks in at times when Modi goofs up an interview with remarks like the recent one he made to Reuters about a puppy under his car’s wheel. Or when he told The Wall Street Journal in June 2012 that malnutrition among children under five was explained by middle-class girls in Gujarat being “more figure conscious than health conscious”.
The Request document clearly demands that the agency’s officials ‘monitor the presence of, and discussions about, brand Gujarat in social and political circles…This can be achieved through, among other activities, continuously monitoring and tracking all national and regional newspapers, magazines, TV channels, the inter-web, blogs and other channels of external communication at regular intervals.’