Transforming Negative Image Into Positive Image Through PR: A Case Study Of Uorfi’s Javed

Abstract

This study examines the role of public relations strategies in transforming public perception, using Uorfi Javed’s case as an example. Key strategies such as narrative reframing, media collaboration, direct audience engagement, and PR stunts were identified as essential in reshaping a controversial image into a positive one. Consistency in messaging proved vital to maintaining credibility, while paid media campaigns and collaborations with trusted outlets amplified achievements and countered criticism effectively. Authentic engagement on social media helped humanize the public figure, address criticism directly, and foster stronger audience connections. Despite challenges like ingrained public biases and backlash, these strategies demonstrated their effectiveness in managing reputation in a highly scrutinized media environment. The findings provide valuable insights for public figures and PR professionals navigating image management. Future research could explore how these strategies apply across different cultural contexts or to other public figures facing similar challenges