Let’s do a role play today. No..no, I am not taking about the same role play which we often perform in the chat rooms. This could be a role play for communications and public relations specialists who are serious about managing the reputation of their respective brands during a crisis situation.
Think of a scenario. This scenario is having a direct link with the ongoing tussle between the Indian Government led by the Prime Minister Dr. Manmohan Singh and the Civil Society led by Mr. Anna Hazare. The background of the tussle runs like this:
India is indeed in a serious need of an Anti-Corruption Law. Now, to have a strong and effective anti-corruption law, under pressured Government has constituted a committee comprising of five members from the Government side and five members from Civil Society. After series of meeting and discussion, both the agitating sides came out with two different drafts of the proposed bill. The Indian Cabinet pushed the draft before the Indian Parliament which has been prepared by the representatives from the Government rejecting the draft prepared by the Civil Society. The Cabinet, however, included many effective points from the draft of the Civil Society before forwarding it to the Parliament for enactment of the Act.
Now, not satisfying with the rejections of the six vital sections to be included in the proposed Act, Civil Society led by Mr. Anna Hazare triggered a nationwide agitation. He effectively used media, both print and electronic, ATL and BTL campaigns to mobilize masses in his support and demand.
The Government, on the other hand, which has to work under a Constitutional and legal framework, cannot but accept all suggestions from the Civil Society. Above all, it is the Parliament and Legislations which decide to pass or reject a bill before getting it enacted.
The Government wishes to stress that the issue before India is not whether a Lok Pal Bill (popular name of the Government’s draft) is necessary or desirable. All of elected representatives have agreed that a Lok Pal Bill must be passed as early as possible. The question is, who drafts the law and who makes the law? The Prime Minister of India submits that the time-honoured practice is that the Executive drafts a Bill and places it before the Parliament and that Parliament debates and adopts the Bill with amendments if necessary. In the process of adoption of the Bill, there will be opportunities for the members of the Civil Society including Mr. Anna Hazare and others to present their views to the Standing Committee to which this Bill has been referred by the Speaker of the Lower House of the Indian Parliament. The Standing Committee as well as Parliament can modify the Bill if they so desire.
As wished sections are not included in the proposed bill, Mr. Anna Hazare and his team, threatened Government to go for an indefinite hunger strike against the Government until and unless the bill proposed by the Civil Society is passed by the Parliament.
After that, Government using and flexing its own muscle, imposed prohibitory orders on the venue of the fast. Without taking a chance Government arrested Mr. Anna Hazare and some top leaders of the team before they start their indefinite fast.
Hang on, I am not here to tell you what happened between the Government and Mr. Anna Hazare. All media channels are covering it.
Let’s now start the role play.
Imagine that you are the Chief Executive of your company with a very reputed brand. As a Chief Executive, you have control of money, power etc. At the same time, you have to work under a constitution of the organization. Also think that one of your stake holders has mobilized a campaign against you or the brand that you manage using various communication channels and exploring various means.
This is a very ideal situation for Communications or Public Relations professionals to manage the crisis and to bring it under control without causing much damage to the reputation of the brand.
The situation mentioned above, is very much similar to the context of the tussle between the Government and Team Anna. The face-off between the Government and Team Anna would leave us a huge management lessons on how to mobilize masses with you against the authority, how to use the media effectively and how to generate maximum RoI (Return on Investment) or “brownie points” without spending a single penny. On the other hand, it was a total calamity and disaster for the Government’s communication machinery which collapsed. No representatives from the Government were seen to address or brief the media during the high-voltage drama despite the fact the basic thumb rule during the crisis is to “tell it all and tell it fast.”
Given this situation, we are expecting our readers to contribute and comment how to manage the crisis of this magnitude. We are also expecting our readers to explain, how only strengthening communication machinery could have helped the organization to overcome the crisis.
No comments:
Post a Comment