Monday, December 1, 2014
By B N KUMAR
From the days of town criers, communication with the people has come of age. And it is still evolving as one finds newer and newer ways of effective communication. As a journalism student way back in 1975 (when Mrs Indira Gandhi declared the infamous Emergency!), I was taught that there is nothing like perfect communication. There is always a room for improvement.
My generation grew up listening to All India Radio bulletins which ostensibly had only the ruling party stories. Our village panchayat office used to rely on public address system to broadcast regional news bulletins at 6.10 PM and that was the lone way to remain in touch with the world for us. Yes, I was equally fortunate enough to see town criers making announcements on temple programmes, puppet shows and even circus.
We were told that George Fernandes had used effective communication to defeat the Congress stalwart S K Patil by reasoning it out with his voters as to why the latter should be defeated. In the elections that were held during the Emergency, we saw and reported on the way the Janata Party used the slogans around the excesses by Sanjay Gandhi to trounce Indira Gandhi and, subsequently, how she convinced the people that the ‘Khichdi’ (coalition) government was a terrible failure and that there was no alternative to the Congress.
Traditionally, political parties have been using series public rallies as a way to directly communicate with the people and the media would pick up pictures and stories of these campaigns. Even before the advent of the television, the Government of India-owned Films Division would show shots of rallies, apart from sports and regional news.
Political communication during the elections has acquired an element of discipline, thanks to the electoral reforms initiated by the 10th Chief Election Commissioner T N Seshan during early 90s. Each and every word spoken by the candidates were on Seshan’s radar. No one dared to violate the law. Today, even paid news is under check and former Maharashtra CM Ashok Chavan was in trouble on this count.
Barrack Obama made an effective use of the social media with his “Yes, We Can” campaign and it did not take India and the rest of the world to latch on to this effective medium and transform the way politicians communicate. One could witness a sea change as Anna Hazare, Arvind Kejriwal and Baba Ramdev used the social media to whip up national, particularly the youth, sentiment against corruption.
BJP and its PM candidate Narendra Modi saw the huge potential in the social media and used it to the hilt and to their advantage. The Congress may take pride in saying that the party government brought in the Internet and telecom revolution, but they woefully lagged behind Modi when it came to using it as a tool to directly communicate with the target audiences.
www.narendramodi.in not only covers what Modi does as PM, but also web casts his rallies. His latest – the radio address – has caught the imagination of the people as the event was covered live by all the news television channels. In a way, one must give due credit to Modi for reviving the importance of the forgotten radio which has come to be known only for its FM channels. Obviously, Modi took cue from Obama who is known for his week-end addresses over the radio and which the rest of the media picks up.
Modi has also revolutionized the way politicians conduct rallies. He hurls loaded questions at his audience and gets one word responses. He used effectively during the Lok Sabha elections and even the Assembly elections in Maharashtra and Haryana. For instance: Do you want the corrupt Congress to go or not? And the obvious roar from the audience has to be “Yesss”. To this extent, Modi has made his rallies interactive as the predominant rural folk – half of whom are illiterate and not computer savvy – do not have to depend on Hi-Fi or Wi-Fi!
When he launched the Swachha Bharat campaign on the Gandhi Jayanti, he effectively snatched the Mahatma from the Congress and the broom from Aam Admi Party.
Modi keeps experimenting with communication tremendous success. Even the way his recent foreign trips have been covered by the media – and mind you, not the government controlled Doordarshan or All India Radio, but the so-called private and independent ones – is a case study material by itself.
Political communication has come of age and don’t be surprised to see further evolution as the political system is bound to throw many more Modis.
(The author B N Kumar – BNK for friends – is known for his multi-tasking, often referred to as the ten-headed Ravan! A veteran media professional, he loves to have pot-shots at politicians)
Friday, November 21, 2014
Wednesday, October 1, 2014
by Ranjona Banerji
The media's reactions to the Rajdeep Sardesai episode in New York are quite fascinating. Some are friends and admirers so they believe him. Some are journalists, so are willing to give a member of the fraternity the benefit of the doubt. Some would like to weigh up all the evidence before they pronounce judgment (me).
Then we enter journalistic wonderland territory. Some journalists think Sardesai should not have asked difficult questions because presumably journalists must only be sweet and complimentary (shows you how they practice their profession).
Some think it is a Congress plot to destablise Modi. (Which also shows you how they practice their profession -- somewhere between the X Files and I am an Alien Abductee). Some think it is utterly shameful of Sardesai to call a member of the public an "asshole" but it is quite in the rightness of things for a member of the public to tell Sardesai to take his wife and children and move to Pakistan and abuse his children.
When you guys open a journalism school, I'm going to be your first student. I see that I have so much to learn.
Thursday, June 26, 2014
Cong debacle, a PR disaster
By B N Kumar
Success has many claimants and failure has few takers. It is always easy to blame someone for a failure.
As the Congress sits down for self introspection with an eye on the upcoming Assembly elections in several States including all important Maharashtra, here are a few pointers on the PR disaster of the party’s machinery from top to bottom.
BJP was an early bird with its campaign for the Parliament Gold while the Congress failed to counter the campaign. Rather Sonia-Rahul and Co took it lightly and this complicity proved hem costly. Rahul himself entered the ring too late to return Narendra Modi’s severe punches and this created an impression among the people that for the Gandhi scion, politics is just a hobby.
In marketing, after sales plays an important role and in PR consistency and follow-up are the keys to success. NaMo succeeded in both while Rahul failed miserably. BJP had several spokespersons, armed with information, to join the shouting matches, where as the Congress imported some outsiders to become punching bags at the hands of menacingly aggressive TV news anchors.
Among all the PR disasters of the Congress, the worst was the exposure of Rahul Gandhi to Arnab Goswami. (https://www.youtube.com/watch?v=xB_eWW5ttaM) Arnab literally mauled Rahul who was clearly unprepared for the interrogation (and not an interview). Remember, Raj Thackeray hit back at the same Arnab reminding him that “Yeh Interrogation Nahin Hai”!
Narrating the UPA successes, Rahul used to speak about RTI, RTE, women’s empowerment and what have you. For the poor Dalit with whom he would share a meal of for that matter the poor widow Kalavati from suicide country Vidarbha, RTI did not mean Roti! Even in Kalavati’s case, Rahul just presented a case study with no followup.
Policy paralysis and indecision were the greatest banes of UPA-2. In the wake of breaking of scams after scams, everybody from top to bottom was too scared to take any decisions. As a consultant to real estate developers, I personally know of cases where the Environment Ministry would just sit on files for just not weeks or months, but years together.
Construction industry – that includes realty estate and infrastructure – contributes some 11% to the GDP and supports hundreds of other industries, apart from being capital and labour intensive. UPA-2 has literally killed this sector. Developers used to bang their heads against the wall calling for simplifying the plan clearance process, adopt Guarat’s single window system , and bring in reforms in administration, taxation, banking and land acquisition.
All that the government did was to bring in a one-sided policing regulator to jail erring builders and allowing the faulty officials go scot free. The Prime Minister, the housing, urban development and even finance ministries were told that the developers were being asked to obtain some 40-odd approvals with human interface at every step that bred corruption. Instead of attending to this critical issue, the PM blamed builders for breeding black money. Affordable housing remained merely on paper and even in the financial capital Mumbai the State government just appointed committees after committees with no action whatsoever. There are many more examples of the government’s policy paralysis. Moreover, instead of learning from successes of Gujarat model – however limited that they could be – Congress shrugged it off.
Rahul’s favourite RTI itself turned out to be the killer weapon for the opposition as a series of cases have been filed against the government based on the information obtained by activists. While CAG came down heavily on UPA over Coalgate and Telecom spectrum scams, the government’s defense was lackadaisical to say the least.
Congress also failed to take seriously Modi’s campaign for a “Congress Mukt Bharat” and his catchy phrases bases on Gujarat model. Like I said earlier, Rahul was a late entrant and Priyanka came much later.
India’s journey to become the nation of 21st century has begun much earlier – ten years ago. The IT and telecom revolution has created enough jobs for Indians in the country and abroad that the aspirational levels have shot up dramatically. Despite everybody cribbing about price rise – which BJP effectively used to hammer UPA – one would see the multiplexes running house-full shows, sales of two wheelers and four wheelers going up and newer brands of luxury products making their entry via shopping malls. Congress failed to connect with this emerging middle class.
Congress initiated the IT revolution, but miserably failed to use it to its benefit. They have not been able to learn from the success of social media campaigns by supporters of Anna Hazare, Arvind Kejriwal and even Baba Ramdev. The Congress’ handling of Baba Ramdev agitation and even the Nirbhaya rape case were nothing short of a sham. In a suicidal fashion, the Congress just allowed the people’s anger to swarm the government.
While the BJP cleverly managed to convert the people’s anger into an anti-establishment Tsunami, the Congress adopted an ostrich like attitude.
Even on food inflation, the government’s defense was childish to blame it on the new, increased consumption levels without checking hoarding and mismanagement of PDS. My vegetable vendor tells me that the prices vary seasonally and more importantly depending on the nature. Short supply from farms, coupled with hoarding, led to zooming of onion prices to Rs 100 a kg and they came crashing to Rs 10 a kg when supplies improved. While BJP blasted the government for its failure to check the price rise of the poor villager’s staple food (Roti/Bhakri with onion), the Congress did precious nothing to hit back when the prices came down with equal speed.
In PR, the basic lesson is to be good, do good and be seen as doing good. The Congress PR advisors obviously forgot this dictum! (The author, a veteran media professional, is Editor and Trustee of Samachar Foundation. He is approachable at email@example.com)
Sunday, April 27, 2014
Public Relations Council of India (PRCI) today condemned the assault of TV journalist Sanjay Prasad by some eve teasers while he was shopping with his wife at Malad in Northwest Mumbai yesterday.
PRCI, the national body of communication, media, PR and HR professionals and academicians, joins the media fraternity in deploring the uncivilized behaviour of certain hawkers, the council national vice president B N Kumar said.
PRCI expressed the hope that the culprits would be brought to book quickly. It wished Prasad, who is now recuperating at home, a speedy recovery.