How to win friends among media persons

By C K Sardana*

After a 23-year stint in PR/Corporate Communication -- all along in BHEL's Units at Bhopal and Hardwar -- I was transferred as Head/Corporate PR at New Delhi in June 1985. Even though, I belonged to Delhi,  I had not rubbed shoulders with media and media persons

The Author

stationed in Delhi. But, then, I was not a novice in PR/CC, either!.

On the very first day, I sought advice from the personnel in Corporate PR as to how to go about. While I was new in that position, they had already spent over a decade dealing with media in Delhi. I just asked them to name 1-2 media persons with whom they were not very comfortable or, in other words, who were not very cooperative. They named Harish Awasthi who, then, was Director/News/Doordarshan. Incidentally, unlike now, there were no other TV channels at that time.

I asked my colleagues when did DD carry an item on BHEL last time. They shrugged and said '3-4 months'. That, surely, was not acceptable to me. In tune with my nature and work style, I thought it best to take initiative, get to Awasthi and have a dialogue with him. I rang him up. He was, as expected, cold and said yes, no and so on.

I thanked him and concluded 2-mt talk 'OK, Sir, I will come over after a few days and then we will talk.'

He said Fine.

After 15 days, I met him. This time, he was little warm and forthcoming. He started saying that BHEL was not doing well at all. Contents of what he said and his body language made me understand that his premise was based on lack of communication with him. He was quite angry. I just listened, smiled and thanked him for his frankness. I said 'we will keep meeting'.

This time again he said FINE.

In the third meeting, I requested him to just listen to me for 10 mts by the watch. He said 'no problem, come on'. Quickly but clearly and pointedly, I shared with him some outstanding achievements of BHEL which surpassed those of even the best companies in the world. Now, his face showed a big smile and discreet 'yes on the achievements of BHEL which, he said, must be aired on the DD network. I cam back happy.

Awasthi called his colleagues and told them all that had transpired. He asked them to give wide publicity to BHEL. Jolly well, tables were turned. From the third meeting onwards, DD started good giving coverage.

Moral of this narration -- PR man, especially PR Head, must have confidence in self, in his colleagues and in the media persons. He must demonstrate his confidence and professional competence inside and outside the Organization. This will bring about negativity to positivity.

But, always humble and forthcoming. PR is not a 10 to 5 job but 24/7 job. (*The author is a Former GM/Corporate PR/BHEL, Now settled at Bhopal.email id: casardana@gmail.com)