Terminology is key. It builds perceptions. It creates brands, sustains images. No one knows it better than KCR. Think Erravelli, the image of KCR’s swank, spacious and secretive farmhouse flashes before one’s eyes. The very word farmhouse reminds one of intrigue, mystery and secrecy. This has given the opposition parties an opportunity to attack him ad infinitum.
KCR seems to have realised this. Of late, he has stopped using the world Erravalli farmhouse. He has realised that both Bandi Sanjay and Revanth Reddy tried to barge into the farmhouse and there is a negative public perception about the very word farmhouse.
Of late, he has stopped calling it farm house. During a recent press meet, he has told the media persons that it was not a farmhouse but a farmers’ house. Taking the queue, some media houses close to the ruling establishment have started calling the farm house “the CM’s Erravelli residence.” This is aimed at the criticism that he uses Farmhouse to relax and that there is something very secretive about it.
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But, when someone uses the word CM’s Erravelli residence, the negative connotation disappears. Over a period of time, it will not remain a farmhouse any more , It would become CM’s another residence like the Pragathi Bhavan. Some six or seven months later, the farm house would be forgotten.
It would be perceived as a place where KCR holds important meetings, conducts brain storming and then takes key decisions. It is with this end in view that KCR has announced that the meeting with Prashant Kishore was held in Erravelli camp office.
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