Hi,Friends, The PR Goof Up of 2007
Must have read about the way Pakistan Government tried to mishandle the information relating to the assassination of Benazir Bhutto in Rawalpindi.There are a few lessons for us in PR.
Firstly,One Mr Cheema as the Govt spokesperson said that Benazir was not killed by a bullet.There was the release of some official (secret service footage) video showing Benazir waving to the crowd from the car sunroof.The sunroof lever was claimed to be the one to fatally hit Benazir.Official enquiries are ordered.
The spokesperson puts responsibility for not conducting an autopsy on the Benazir family. Asserts that the Govt can exhume the body if an autopsy is needed.
There was predictable reaction from the PPP and others, one of total disbelief. This Govt move was countered with video footage that showed that there were two persons, one a shooter and the other a suicide bomber in the vicinity of the car.
More footage appeared. Established that Benazir slumping after being hit by the gun shots. They allege that the Hospital staff colluded with the authorities. In the meanwhile, a Hospital spokesperson claims that the body did have bullet injuries. The demand for independent international enquiry surfaces.
An Al Queda leader is identified by the official as responsible for Benazir killing issues a statement denying Al Queda' role in the killing.
Toyota Car Company joined in by saying that the sunsroof lever could not have caused the fatal blow.
The Interior Minister enters scene blaming the goof up on the hapless official spokesperson. He apologizes and asks for forgiveness. Asserts that the Govt is ready for an enquiry by an international body.
Instead of distancing itself from the assassination event, attempt to rush to media has strengthened the suspicion of the Pakistan Governments complicity.
PR lessons
Donot hurry to media with half information, especially in a crisis situation
Donot ignore the technological advances that have placed the news coverage devices in ordinary peoples hands.
Lies need to be remembered by more persons than one;where as Truth and facts donot require to be corroborated. The latter will prevail (Truth will out).
When the credibility of official institutions is very low, even the Truth coming out of such sources will not be believed. Attempts to hide facts and confuse will further lower credibility.
Always wise not to assert when facts are not well established and leave a door open for retreat.
No one from the Govt tried to meet allegations that adequate security cover was not given to Benazir, despite her requests. When speaking up for Govt/ or corporate bosses,donot leave major information gaps.
Official spokesperson is a buffer;once his/her credibility is destroyed as has happened in Pakistan, replace the person.
In India, the official spokesperson was suspended for jumping the gun in announcing the demise of one of tis prominent political figures-Babu Jagjivan Ram in 1980s.Later the Govt established a procedure for announcing the demise of important leaders in public life.
In the case of the Bofors Gun scandal, the Govt rushed with a denial of any wrong doing in the purchase of the Howtizer guns,soon after a report was broadcast on Swedish radio. It did not wait for facts or leave a door open for retreat. The issue snowballed and became its undoing.
The spokesperson must have direct access to the top guy,discuss pros and cons of rushing to media; taking orders from sources ( courtiers) other than the top guy in crisis situations can boom rang.
Unity of message must be respected.
It was surprising that the Pakistan Govt. did not anticipate possible assassination of political leaders in the election fray and set up a crisis management group and appoint one Govt. spokesperson to deal with the crisis.
In some situations a political spokesperson carries more credibility than an official spokesperson.
Narendra.S (former official spokesperson of Govt.Of India)
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