Dear Ms. Narendra.S
I 100% agree with you and we can see if you use a PR tool in bad way
so,it can be harmfull for you.
Waqas Kazmi - PR Professional (Pakistan)
--- In Image_Management@
<sunarendra@
>
> 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.Thesunroof 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.
operating
> procedures).
>
> Narendra.S (former official spokesperson of Govt.Of India)
>
Please visit the websites http://www.prpoint.com and http://www.primepointfoundation.org and
http://www.imageaudit.com
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