Public Relations play a vital role in the success of musicians as it helps them build the needed audience for their craft and projects.

To stand out in an industry which is mostly saturated and crowded, artistes are encouraged to be strategic in how they sell their products to consumers to win for them, the needed attention.

Dancehall musician, Shatta Wale, has come under strict criticisms over what has now been confirmed as a prank on Monday when he faked having been shot by unidentified assailants.

For many, what he did does not come as a surprise because he is known for putting up similar stunts to gain the public's attention.

Commenting on the turn of events, Entertainment pundit, Arnold Asamoah-Baidoo, has described Shatta Wale's recent move as a failure, adding that it offended the sensibility of his consumers and even most of his fan base.

"PR stunts should not offend the sensibility of the consumers because you’re selling a product, you’re using the PR stunt to generate some attention because if the consumer is offended, they will not patronise the product."

"It must not be criminal because when you wade into those criminal waters, you’re going against a certain law as you do that, you may be found wanting; and for me, I think this PR stunt failed because it offended a lot of people, and placed a lot of people in fear and panic," he posited in an interview on Joy Prime's Showbiz Now, on Wednesday.

https://youtu.be/EEnQ7YbLHEQ

He added: "I thought for the first time in so many years, he got it wrong when he came pulling up a PR stunt because he looks like somebody who really understands the game.

"He has people around him, PR experts, astute management around him, he was supposed to get it right this time, but unfortunately, he went overboard."

This notwithstanding, Arnold disputed assertions that the incident will affect the musician's career.

He said the outcome of this will largely depend on how Shatta positions himself after police investigations.

"It depends on how he positions himself after this episode, especially when he has a strong fun base. I do not see how it will damage his career," the entertainment pundit opined.