By Chander Sardana
An investigative correspondent, covering Power & Heavy
Industry, of a national daily, got hold of a Parliament question and its answer
by the Minister -- six month old. Contents therein, plus inputs from sources
other than the Company's PR outfit came handy for his writing an adverse story
against that Company. The story appeared on the front page inviting fury of the
CMD. He sent for the PR Chief and asked 'what is all this?' To this, PR Chief
replied 'Sir, this is based on the Parliament question.' Boss lost his cool and
said 'what for have I kept you...and so on and on.' He asked the PR Chief to
get lost.
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| The Author - Sardana |
But, then, our PR friend mustered courage, collected all
facts on that subject, did his home work and met the Correspondent. After a few
pleasantries, he first complimented the correspondent for marshaling
information in a highly professional manner. Then, he took out his purse and
showed a one Rupee coin. He said this coin has two sides. He also asked him
whether or not he would like to know other side of the story. He just could not
say No. He said 'Oh, yes, by all means.'
The detailed home work done by him enabled him to explain
other side. He did not just leave it at that. He had prepared a fact sheet,
without any reference to the story, and handed over that to the correspondent.
What more does a correspondent want or need?
Within 8 to 10 days, a story on the same subject appeared on
the front page of that daily. Notwithstanding even an acknowledgement or
appreciation from the Boss, he patted himself having risen to the occasion and
having done a good job. His rapport with the press together with his
professionalism paid dividends.
PR Chief remained intact in his job. So did the
Correspondent. It was a Win-Win situation.
What this episode teaches us that a PR person has to be like
a shock absorbor. He has to listen even words like 'Get lost' from no less a
person than the Company's CMD and yet get going through using his contacts
within the Company for right inputs and his behavioral-cum-communication skills
in getting a positive story carried from the same Correspondent.
For all this, PR person must have confidence in self and in
those involved in information game.
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