Jai Prakash Narayan always tapped the micro phone twice before starting his speech and former president APJ Kalam used to touch the microphone several times during the course of his speech. Character traits or habits, the media doesn’t only listen to words of the speaker, it also reads the body language and the personality of the speaker. Following is an analysis on the types of personalities in India’s current polity:
The Mavericks:
Media feeds on this type of politicians; their words provide the best breaking news and headline captions. Their remarks create ruffles in the government as well as out on the roads. They are media darlings as they shoot up the circulations and send TRPs through the roof. Confident of their statements (irrespective of its popularity or consequence) these leaders take the camera like Amitabh Bacchan of the 70’s.
E.g. Lallu Prasad Yadav; Raj Thackeray
Gen Y:
All the young blood that runs in the central hall of the parliament, the BB generation with a barrage of backroom researchers, image managers and constituency planning committees. These politicians with international degrees and political exposure since their formative years (since either/ both parents are in politics) are extremely tech savvy. They have tapped into the potential of social media networking to reach out to their vote banks, blogs, online forums, tweets are a daily routine.
E.g. Sachin Pilot, Milind Deora, Naveen Jindal
The Doctors:
These are the types who have a doctor effect in their interactions; they could make you feel calm and peaceful even in the most dreadful situations. Their speech is doctored and often comes from eons of experience in political and media management. Ironically most of these “speech doctors” come from a law background; either by learning it, or by breaking it. Their command over the choice of words and verbosity has guided them to their current elevated stages.
E.g. P Chidambaram; Salman Khurshid, Arun Jaitley
The Teachers:
Politicians who fall under this category seem to have been around since the start of democracy and lived it all. Most of the current COB, Editor-in- chief’s would have been studying journalism when these politicians were caught with oath taking ceremonies in their respective state cabinets. Journalists dare not challenge their replies and cross question their credibility; these are the sprinkles on the cream of Indian Polity.
E.g. Pranab Mukherjee; AB Vajpayee
The Hidden Treasure cove:
No media interactions and no media liaison – not because the media is disinterested, it is a conscious choice out of a meticulous career mapping. Only one of his kind, no one knows who will hit the jackpot and have his first exclusive interaction. As of now, the prince of Congress is truly a well guarded secret.
Tuesday, November 22, 2011
Too many cooks spoil the broth…. & the party
As high-handed and unceremonious as it was, Baba Ramdev’s midnight eviction from Ramlila grounds showcased the government’s strength in dealing with political nuances. This incident, which catapulted Union Minister Kapil Sibal in the limelight as UPA’s trouble-shooter also triggered the diminution of UPA –II. With the party patriarch convalescing of an undisclosed ailment at an undisclosed location, the party descended into factionalism and rumours adrift. During the early evening hours of India’s 64th Independence day, Anna sounded the war bugles. UPA’s troubleshooters swigged into action with meeting invitations, letters and media briefings. That’s where it all went wrong…
Anna’s campaign underwent meticulous media planning - research on media schedules, online communication strategy, international media outreach program, media infrastructure support and database management all were planned to the tee. On the contrary, UPA representatives have showcased their little or no knowledge of the power of “LIVE” media. The knowledge of managing media and its expectations helped the activists propel their precise messaging to a wider audience.
Anna camp’s strength was the clear definition of the media spokesperson: During the course of the fast, only three individuals represented Team Anna– Arvind Kejriwal, Prashant Bhushan & Kiran Bedi (It did not include Anna himself…masterstroke!). The jurisdiction of their media interactions and its topicality were clearly marked. In the UPA camp, all ministers assumed the role of spokesperson sending out mixed messages. Sibal and Chidambaram managed to bruise themselves in the legal tangle over the bills legitimacy, Congress mouthpiece Manish Tiwari feel flat on his face while slinging dirt on team Anna. UPA’s alliance patriarch, Sharad Pawar, had distanced himself from the bill debate far before mayday call was made. Senior leaders like Pranab Mukherjee decided to keep out of the controversy till the water reached the nose high.
A confused communication from the coalition fueled the energies of the Anna brigade, furthering the credibility of the Anti-corruption cause. The government could have seized the day much earlier, by appointing interlocutors and assigning specific task to leaders for communicating specific aspects of the Lokpal bill.
After all, it is the Italians who invented the phrase “Too many cooks spoil the broth”
Anna’s campaign underwent meticulous media planning - research on media schedules, online communication strategy, international media outreach program, media infrastructure support and database management all were planned to the tee. On the contrary, UPA representatives have showcased their little or no knowledge of the power of “LIVE” media. The knowledge of managing media and its expectations helped the activists propel their precise messaging to a wider audience.
Anna camp’s strength was the clear definition of the media spokesperson: During the course of the fast, only three individuals represented Team Anna– Arvind Kejriwal, Prashant Bhushan & Kiran Bedi (It did not include Anna himself…masterstroke!). The jurisdiction of their media interactions and its topicality were clearly marked. In the UPA camp, all ministers assumed the role of spokesperson sending out mixed messages. Sibal and Chidambaram managed to bruise themselves in the legal tangle over the bills legitimacy, Congress mouthpiece Manish Tiwari feel flat on his face while slinging dirt on team Anna. UPA’s alliance patriarch, Sharad Pawar, had distanced himself from the bill debate far before mayday call was made. Senior leaders like Pranab Mukherjee decided to keep out of the controversy till the water reached the nose high.
A confused communication from the coalition fueled the energies of the Anna brigade, furthering the credibility of the Anti-corruption cause. The government could have seized the day much earlier, by appointing interlocutors and assigning specific task to leaders for communicating specific aspects of the Lokpal bill.
After all, it is the Italians who invented the phrase “Too many cooks spoil the broth”
Children of Greatness
In the years of financial difficulty during the early 90’s decade, India chose to open the doors to its markets for the international community. Fazed by the fear of international competition and uncertainty, the population needed assurance for a safe future. Indians needed to know that liberalization would ensure equal opportunities to all and would not just concentrate power into the hands of few. What India needed was an exemplary story, a messiah to deliver them from fear to fortune. What India found was a boy in his late teens, with skill to swing the willow hitting the leather heard with ease and grace…India had found its answer, India had found Sachin Ramesh Tendulkar.
The story of Sachin Tendulkar is full of dreams, aspirations and inspiration which has encouraged millions to take up the gentlemen’s game and made it the country’s passion. Indian media has played its part in elevating this Indian sports icon to his current stature. Visionary media czar Mark Mascarenhas played a pivotal role in idolizing Sachin Tendulkar, by mastering his PR balance of demand and supply. Throughout the last decade of the past century, Sachin’s brand value has been on a steady rise thanks to the restricted media access to Tendulkar, allowing for only select & exclusive media interviews. Editorials, Key Opinion Leader (KOL) endorsements and sponsorships all have helped impel brand Sachin. A story of a middle class boy making it to one of the top most positions in the Indian society is too alluring for the any one to resist.
After the 1994 democratic elections in South Africa, the country was undergoing drastic change with a new system, flag and anthem. Nelson Mandela saw this as an opportunity to bridge the great divide between the black and the white community. He chose the medium of sports to bring about required change. He supported the South African Rugby team, Springbrooks, unconditionally in the lead up to the 1995 Rugby World Cup. Mandela understood the poor performance of the home team, but also witnessed an opportunity to gel the nation through the game. His initiative to mobilize support for the team through optimum utilization of all forms of media and to create a national fervor for the game is unprecedented. Television broadcasts of the national team attending clinics in poor communities and front page photos of players in huddle with black kids made this campaign a grand success. With common ardor, taste of championship and constant media bombardment of change, Mandela was able to bridge the divide in South Africa.
In times of change, people look for moments of greatness. And if such moments are absent, it is up to the leaders to create these moments. A leader has to understand the right media to address to create the desired impact. The Sachin saga, which ascended parallel to the Indian economy, will be complete soon as he now carries a World Cup in his kitty and his 100th ton just around the corner. India is changing again, and in these times of change, we look towards our leaders for a new moment of greatness. India is ready for it.
The story of Sachin Tendulkar is full of dreams, aspirations and inspiration which has encouraged millions to take up the gentlemen’s game and made it the country’s passion. Indian media has played its part in elevating this Indian sports icon to his current stature. Visionary media czar Mark Mascarenhas played a pivotal role in idolizing Sachin Tendulkar, by mastering his PR balance of demand and supply. Throughout the last decade of the past century, Sachin’s brand value has been on a steady rise thanks to the restricted media access to Tendulkar, allowing for only select & exclusive media interviews. Editorials, Key Opinion Leader (KOL) endorsements and sponsorships all have helped impel brand Sachin. A story of a middle class boy making it to one of the top most positions in the Indian society is too alluring for the any one to resist.
After the 1994 democratic elections in South Africa, the country was undergoing drastic change with a new system, flag and anthem. Nelson Mandela saw this as an opportunity to bridge the great divide between the black and the white community. He chose the medium of sports to bring about required change. He supported the South African Rugby team, Springbrooks, unconditionally in the lead up to the 1995 Rugby World Cup. Mandela understood the poor performance of the home team, but also witnessed an opportunity to gel the nation through the game. His initiative to mobilize support for the team through optimum utilization of all forms of media and to create a national fervor for the game is unprecedented. Television broadcasts of the national team attending clinics in poor communities and front page photos of players in huddle with black kids made this campaign a grand success. With common ardor, taste of championship and constant media bombardment of change, Mandela was able to bridge the divide in South Africa.
In times of change, people look for moments of greatness. And if such moments are absent, it is up to the leaders to create these moments. A leader has to understand the right media to address to create the desired impact. The Sachin saga, which ascended parallel to the Indian economy, will be complete soon as he now carries a World Cup in his kitty and his 100th ton just around the corner. India is changing again, and in these times of change, we look towards our leaders for a new moment of greatness. India is ready for it.
Modern-day Mahatmas?
What if Gandhiji had a twitter account? What if Nehru could podcast his speeches across thousands of locations across India simultaneously? What if Jaiprakash Narayan had as many electronic channels to expose the inefficiencies of the ruling government? Or what if Annaji did not have any of the technology, which his team uses with such adroit?
In the wake of the ‘Anna – shan’ chaos in the capital, a leading news channel termed the uprising as one of India’s most successful movements, almost as popular as the freedom struggle or the 1970’s movement, a conclusion drawn based on the statistics of total number of supporters, rallies held per day etc. However, I disagree.
The strategic management and planning of the campaign leaves little room for error as compared to the freedom movement, which as compared to today’s PR driven- meticulously media managed campaign had negligible planning. In the ‘Lokpal Revolution’ as it has come to be known, roles and functions of each member are mapped to perfection to ensure a smooth running fission reaction:
• While addressing India’s post-independence story, corruption has always been a dominant factor. While no political party was in a position to sound a war cry against it due to their own inefficiencies, an independent crusader was the ideal solution to address this paining issue of corruption within the Indian polity. As a result, Anna’s ‘Lokpal Revolution’ and its agenda was able to connect easily with the masses.
• India’s infatuation with Mahatma was instrumental in Annaji’s image management. Simplicity in dressing, in language and in method of protest was adopted from the fundamentals of Gandhian philosophy. A total of 20 Cr. Indians are educated youth under the age of 35, who have grown up studying India’s freedom struggle, Gandhi’s principles and the oppression by people in power. This population is rearing to have a go at making a difference in the society and to associate with the ideology of Mahatma.
• If we take away Annaji’s technological support base, social media network or media management, the struggle would be based only on Annaji’s presence, which would collect no momentum. This is what had happened throughout Annaji’s activist career in Maharashtra. Chief Ministers like Vilasrao Deshmukh, Sushilkumar Shinde & Ashok Chavan have tackled Anna’s fasts and its deadlines far more effortlessly due to the lack of its media management and technological absence.
• Planned media placements, photo-opps for the print media, identification and activation of TG hot spots and endorsements from key opinion leaders has worked in Anna’s Lokpal bill campaign. The campaign’s media management has been impeccable and unprecedented. News channel’s TRPs going through the roof ensures happiness for blaring news anchors from all channels and keeps Anna in the 9 PM prime time slot for days to come.
Morale of the story:
Annaji’s effort to address the issue of corruption in the country is worth more than a notice and surely merits all the support that it is receiving. However, the campaign’s success has to be attributed not only to the thought behind the protest but to the strategic PR planning and optimum utilization of media’s outreach.
In the wake of the ‘Anna – shan’ chaos in the capital, a leading news channel termed the uprising as one of India’s most successful movements, almost as popular as the freedom struggle or the 1970’s movement, a conclusion drawn based on the statistics of total number of supporters, rallies held per day etc. However, I disagree.
The strategic management and planning of the campaign leaves little room for error as compared to the freedom movement, which as compared to today’s PR driven- meticulously media managed campaign had negligible planning. In the ‘Lokpal Revolution’ as it has come to be known, roles and functions of each member are mapped to perfection to ensure a smooth running fission reaction:
• While addressing India’s post-independence story, corruption has always been a dominant factor. While no political party was in a position to sound a war cry against it due to their own inefficiencies, an independent crusader was the ideal solution to address this paining issue of corruption within the Indian polity. As a result, Anna’s ‘Lokpal Revolution’ and its agenda was able to connect easily with the masses.
• India’s infatuation with Mahatma was instrumental in Annaji’s image management. Simplicity in dressing, in language and in method of protest was adopted from the fundamentals of Gandhian philosophy. A total of 20 Cr. Indians are educated youth under the age of 35, who have grown up studying India’s freedom struggle, Gandhi’s principles and the oppression by people in power. This population is rearing to have a go at making a difference in the society and to associate with the ideology of Mahatma.
• If we take away Annaji’s technological support base, social media network or media management, the struggle would be based only on Annaji’s presence, which would collect no momentum. This is what had happened throughout Annaji’s activist career in Maharashtra. Chief Ministers like Vilasrao Deshmukh, Sushilkumar Shinde & Ashok Chavan have tackled Anna’s fasts and its deadlines far more effortlessly due to the lack of its media management and technological absence.
• Planned media placements, photo-opps for the print media, identification and activation of TG hot spots and endorsements from key opinion leaders has worked in Anna’s Lokpal bill campaign. The campaign’s media management has been impeccable and unprecedented. News channel’s TRPs going through the roof ensures happiness for blaring news anchors from all channels and keeps Anna in the 9 PM prime time slot for days to come.
Morale of the story:
Annaji’s effort to address the issue of corruption in the country is worth more than a notice and surely merits all the support that it is receiving. However, the campaign’s success has to be attributed not only to the thought behind the protest but to the strategic PR planning and optimum utilization of media’s outreach.
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