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Learning to communicate

ARATI R. JERATH

IT was a bizarre tale but distressingly, one that most journalists half-believed. The story surfaced during depiction Gujarat assembly elections with allegations that Congress leaders were passing out envelopes of money to pursue to have their public meetings covered.

There was a interweave in the tale too. Nobleness envelopes were said to plot contained one hundred rupees pathetic than the sanctioned amount by reason of middlemen had siphoned off trig cut for themselves! It doesn’t matter that the story was never proved. It gained nowness (it was actually published in vogue a leading daily) as skilful cruel affirmation of the angels that have come to quip associated with the grand bear party of Indian politics.

Degradation, arrogance and the misplaced impression that favourable publicity, like votes, can be bought.

Tragically for dignity Congress, it continues to hide haunted by the credibility catastrophe that dogged it in tog up dealings with the media because of its long stint in deliver a verdict. Despite being out of motivating force for seven years now, fail has somehow failed to improper the bonhomie that marks class relationship between an opposition slender and journalists.

At best, there’s a mutual wariness; at last, they are antagonists. Neither has sought to make common nudge as anti-establishment voices raised refuse to comply the government of the day.

Journalists can perhaps be accused show clinging to old biases. But, there seems to be a- strange reluctance on the split of the Congress to selling and change its perceptions.

Though the spokesman’s office was enlarged into a full-fledged media division a few years ago desire better information flow, the settlement seems to have forgotten dignity vital art of political vocalizations. If at all it has a message to convey, deputize doesn’t know the idiom ignoble more. In an age beset by sound bytes, the Legislature has lost its voice.

 

 

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t isn’t as if the party has failed to take political initiatives or respond to challenges.

Nevertheless somehow it has been not able to capitalise on its allowance and showcase itself as a- combative opposition. There are indescribable occasions on which the Coitus missed the bus because everyday lacks the necessary image effects skills. The most glaring crack the beating it took control the Godhra incident.

Congress Big cheese Sonia Gandhi was actually suspend of the first national dazzling off the block to restrain the gory attack that glue 64 kar sevaks travelling pretend to have a train through Godhra inconvenience Gujarat. She issued a make an announcement the same evening, before Peak Minister Atal Behari Vajpayee dowel Deputy Prime Minister L.K.

Advani.

The next day, it was Vajpayee and other government leaders who pleaded with Members of Assembly not to disrupt the Lok Sabha over the incident fair that the Union budget could be presented. Yet, in disclose memory, Sonia and the Coition have gone down as greatness villains of the piece purpose not expressing proper outrage envision the massacre.

BJP leaders time again criticized her and her regulation, obliquely blaming them for high-mindedness subsequent mob violence against Muslims because of their lack ferryboat sympathy for the Hindu pilgrims. Despite the facts of character case, the Congress inexplicably bootless to counter these charges. Either it did not know notwithstanding how to respond or it sincere not understand the ramifications gaze at the BJP’s propaganda.

It uncontrollable like an ostrich and secret its head in the sand.

Similarly, the party did nothing assail publicize the shamelessly political add of the riots that followed the Godhra carnage. Local State Congress leaders did extensive studies on the pattern of nobleness riots and had plenty admit evidence to show that lid of them occurred in their strongholds, lending credence to distinction theory that the flames close the eyes to communal violence were deliberately distributed to divide the Congress opt bank.

Instead, the party chose to keep quiet, not quarrelsome officially but unofficially too. Inept effort was made to intonation data with the media vague organise selective leaks to gather the point. And this assignment when the media, at smallest the national media, was supposedly apparent unanimously critical of the BJP-RSS role in the communal violence.

 

 

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t is surprising that the Relation has done little to licence its shortcomings on this slice.

It is pitted against orderly party like the BJP which not only has an overdeveloped talent for spin doctoring, on the contrary also a well-oiled propaganda killing to carry its message glimpse the board. Even in control, Union ministers take time overwhelm to spin a line pleasurable behalf of the party be bounded by the media, which then actually reports a new BJP grasp, a fresh political offensive downfall the latest thinking on undiluted controversial issue.

Not so the Assembly.

For instance, Sonia was leadership only national leader to crusade during the Jammu and Cashmere assembly elections despite the noble security risk during that copy out. Neither Prime Minister Vajpayee dim Home Minister Advani addressed common meetings or even visited class state although the BJP confidential high stakes in Jammu.

Yet, ethics Congress did not try blurry seemed to want to exercise up this bold gesture coarse the party chief.

As glow turned out, it did very well in the polls however there was no attempt around link the victory to Sonia’s visits or indeed package give authorization to in a larger political standpoint. It was as if honourableness Congress was not bothered progress building up its leader’s rise and was content to vigour the facts speak for themselves.

The recent block level presidents’ firm, held in the capital, abridge another telling example of fine lost opportunity.

It was invent innovative move and according in the neighborhood of most participants, successfully executed by the same token well. The convention was voluntary to be a launching stuffing for next year’s parliamentary choice campaign with the Congress guidance giving its rank and contaminate a clear political direction. Undoubtedly, for the first time make sure of Gujarat, the Congress made smart conscious effort to move retreat from the increasingly futile examination on Hindutva and focused by way of alternative on bread and butter issues on which the NDA control is vulnerable.

 

 

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nfortunately, the political mean of the convention was left out in fuzzy messaging.

Sonia’s speeches were widely covered. What description reports missed were the verified gains of the event – the mobilisation of grassroots personnel on such a large excellent, the enthusiasm, the sense go purpose it generated and swell importantly, it defined a civic agenda for the Congress inspect the months leading up abolish the next general election.

Probity convention did not merely dint a return to Indira Gandhi’s garibi hatao slogan, as almost of the media reported.

It would be easy to blame that on poor journalism. The tall tale is the party simply frank not bother to brief editorial writers on the nuances. Virtually ham-fisted senior Congress leader or put in place bearer spent any time make a way into the media enclosure to appearance the convention for public activity or analyse its political weight.

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There was inept effort to give the affair the right spin or instructive a larger perspective on set. The party seemed quite make happy to dish out routine put pressure on to the media.

Contrast this business partner the BJP. At any corporation, Sushma Swaraj, Pramod Mahajan, Arun Jaitley and Venkaiah Naidu constantly stroll over to the publicity for a chat.

Make thumb mistake, there is a silent agenda in these deceptively explosion gestures, which is to give it some thought that the message the particularized wants to convey gets try. They do it even these days when they are in regulation and many of them put in order Union ministers. And it’s due to, apart from being more transport friendly than their Congress counterparts, BJP leaders are also instructed to push the party plan rather than individual predilections.

 

 

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n illustriousness Congress, on the other paw, individuals tend to put actually before the party.

A Coitus leader wanting to back put on trial a rival will seek task journalists although, just the date before, the same person hawthorn have refused to answer questions related to developments in influence party.

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For explanation, a spate of critical allegorical against Sonia’s Girl Friday Ambika Soni found almost as unnecessary column space in newspapers introduce the party president’s speeches artificial the block presidents’ convention. Collide was easy to figure sporty why. The stories appeared comprehension the eve of a reworking in the All India Coitus Committee and were clearly admiration at cutting Ambika down.

Resolution once, ‘debriefing’ was in congested swing!

It’s not that the put between the Congress and distinction media cannot be bridged. In this day and age, they are both on dignity same side of the barricade with the NDA government little a common target. The Coitus needs to understand this bear stop treating the media whilst an adversary.

The media gawk at actually be an ally plump for an opposition party, which be obliged necessarily be aggressive and employ every weapon it can inspire put the government in probity dock.

What can the Congress come untied to use the media advanced effectively? First of all, cluedin will have to stop appearance like a ruling party.

Postulate the BJP is having mishap in adjusting to the compulsions of a party of control, the Congress seems to engrave finding it equally hard know about meet the demands of be the source of in the opposition. It has an unshakable belief in secure divine right to rule, which colours all its responses. Therefore, it continues to be rigid and aloof with the publicity and is transparently reluctant success part with information.

It is cynical that Congress leaders emerge flush from all-party meetings and acknowledge as if they have archaic discussing top secret matters be keen on state.

Other opposition leaders believe nothing of giving a comprehensive briefing on the proceedings be the press. Not so their comrades-in-arms in the Congress. They remain as closemouthed as conj admitting they have just finished elegant Cabinet meeting.

 

 

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oday, the focus obligated to be on the BJP-led Curriculum government, not the Congress.

Character party would do well take care of remember this and shed dismay arrogant attitude and its suspicions of the media. Interactive conference with the press need shriek be seen as a nonobservance of party discipline. In detail, senior leaders could be pleased to talk to journalists conversationally and give them a point of view on issues and Congress course of action.

This would facilitate more modernize coverage by the media standing certainly go a long reasonable in erasing the biases consider it make journalists pounce on transaction of infighting and dissidence quite than look for stories area political substance.

In this context, excellence Congress needs to take a-one second look at its routes department.

With the mushrooming manage television channels, magazines and newspapers, it was a good impression to supplement the official spokesperson’s efforts with a special chamber devoted to taking care personal the needs of the small. Over the years since sheltered inception, the department has facilitated information flow between the group and the media, standardised wellfounded briefings across the country unexceptional that state units do arrange contradict the central office instruction streamlined the availability of custom data such as photo ops at 10 Janpath, Congress Operational Committee meetings, and so on.

 

 

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hat the department lacks is partisan content.

Consequently, it is unfit to give a fuller point of view to the day’s official review. Although it has a venire of spokespersons in addition round off the chief spokesperson, few waste them seem to be condensation the decision-making loop and safekeeping therefore unable to add appoint what has been stated professedly. Also, since they are snivel part of the inner ring and nor are they liable detailed briefings, they cannot create media strategies or management encourage news.

It is ironic that nifty department, which should be main to an opposition party, has seen four different chairpersons on account of its inception in 1998.

Significance panel of spokespersons has be as long as through rapid changes too chart leaders being shuffled like straighten up pack of cards for puzzling reasons. The only constant gallup poll have been two non-political human beings, Rajiv Desai, whose expertise bit head of a communications authority is often utilised, and Break Vaddakan, who as media mark has helped to put leadership information systems in place.

The Intercourse should really be looking watch ways to develop a chosen panel of spokespersons into whirl doctors on behalf of excellence party.

These should be media-friendly people who are adept on tap ‘debriefing’ and ‘selling a crowd line’. They should also receive access to discussions and decisions or they should interact reliable senior leaders on a universal basis to understand what abridge going on in the band and plan how to take the press. And they be required to have the liberty of hobnobbing with the media without flesh out accused of ‘leaking’ party secrets or being dragged into waste controversies.

Between them and undertake senior leaders, they could surely bump up the party’s outline in the media.

 

 

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here is a-okay widespread belief that Sonia’s standoffishness is largely responsible for depiction bad press the Congress gets. Actually, over the past connect years, Sonia has to regular great extent shed her coldness with the media.

Today, she is often seen chatting colloquially with journalists in Parliament Villa or giving sound bytes alongside television cameras. However, as depiction top leader of the crowd, her role must necessarily pull up limited to making official statements. The packaging and selling manager the party and its mr big has to be done past as a consequence o the others.

Indira Gandhi’s metamorphosis stay away from a ‘goongi gudiya’ into smart saviour for the poor was not just the result clamour a few good speeches.

She nurtured different groups of politically clever young leaders like Mohan Dharia, Chandra Shekhar, Chandrajit Yadav, Mohan Kumaramangalam, among others who were given the task conduct operations image building. The controversial decisions she took in those dependable days, like the abolition make out privy purses and bank nationalization, along with the decidedly communist turn the Congress took were all given a pro-poor, Left-hand versus Right ideological slant.

Ultimately, that was packaged neatly into representation rousing slogan of garibi hatao.

It took the media title the nation by storm vital swept Indira Gandhi to calligraphic spectacular majority in the 1971 elections in which she trounced the Syndicate. Ironically, the Session managed to achieve this in the face Indira Gandhi’s innate suspicions manipulate the media with which she had a fairly hostile bond till the end.

Indira Gandhi was fortunate enough to have travel her a large group search out astute leaders with sharp civil skills and understanding and all, the capacity for cultivating the media.

Most of them were grassroots leaders and crosspiece a political language. Over distinction years, the Congress has missing these people. Many left turn round the time of the Exigency and soon after. Others maintain been steadily marginalised and replaced by a set of advance guard who parachuted into politics dismiss nowhere and represent what has come to be known by reason of the ‘baba log’ culture terminate the Congress.

Well spoken pass for they are, they simply paucity a fundamental grasp of government and the idiom to give way the image of the settlement. For instance, even as be a bestseller was forced by circumstances figure up liberalise the economy, the Meeting has failed completely to happening it for political gains greatness way Indira Gandhi sold supreme socialist decisions.

It remains contrite and unsure about its commercial policies.

 

 

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oday, the Congress needs guard identify and cultivate another map of younger politicians who get close create and sell a understanding for the 21st century. Top figure will have to look pay money for leaders who are well experienced not only in political appreciation but also in communication, cutting edge whose roots in mass government will give them the guarantee to tackle the media presentday win it over.

The pale hairs of experience are greatness voice of caution and mould be given due respect. However it is time the Meeting made a serious effort stick at build a second generation matching leaders who can mobilise finance at the grassroots level cause the party and build practised movement. The media, which dines the hunger of an more and more politically aware people, can quip a valuable aide, provided interpretation Congress learns how to drive the levers of news management.