This question can be answered in many ways, depending upon the angle you are looking. However, despite considering all the facts and benefits to PTI for its spokespersons appearing on electronic media, it can be argued safely that PTI is loosing media battle. That’s another thing that PTI supporters keep in mind that PTI hasn’t lost the war yet. I too believe that even if PTI faced deprivation and humiliation in some talk shows but the war is ON, no need to switch panic button and PTI has to devised strategy with careful consideration to its strengths and weaknesses as well as its opponents’. In this piece of writing I intend to diagnose what is going wrong on talk shows with PTI and suggest how it can be rectified.
Politician as a good spokesperson:
It should be understood that not every politician can be good spokesperson. The talk shows also test one’s IQ, sharpness and speaking power. It has been obvious from various talk shows that spokespersons of traditional political parties for the sake of reply and to avoid humiliation provide statements against the fact as they are aware that nobody is there to verify their statements. This is something contrary to the print media where each word chosen can be analyzed as much as you want. But a good performance in talk shows is extremely important, particularly of you are targeting youth.
The point is that PTI need to constitute a pool of spokespersons and only they will be allowed to accept the invitation of talk shows. For example, Mian Azhar, Jamal Laghari, Jahangir Tareen are very seasoned politicians but they may not be the appropriate choice for talk shows as may be Farooq Amjad Mir, Akber Sher Baber, Imran Ismail. However, if the talk show is of different nature where no violent clash between spokespersons expected and it is on specific topic, PTI may send Jahangir Tareen for economy, Shireen Mazari for International affairs, Hamid Khan for Constitutional discussion. The bottom line is to make pool of spokesperson and only let them allow accepting invitation of talk shows depending on the nature of he . It is not necessary to have spokespersons in all talk shows but the spokespersons should be able to defend PTI convincingly and send a positive message to the viewers.
Horses for Courses:
There is rare breed of people competent in every field and therefore, generally we have to follow ‘horses for courses’ strategy. In the case of talk shows, first you may classified the ‘category by hosts’, Talat Hussain, Nadeem Malik, Naseem Zehra usually avoid too many arguments and conduct their program in decent manner, on the other hand, Kashif Abbasi, Aasma Shirazi, Fareeha Idrees has their own style. Further, classification may be made on the basis of ‘category by guests’, which is more important in our case. PTI cannot afford to have decent spokespersons like Shafqat Mahmood, Masood Sharif Khattak in front of Faisla Raza Abidi, Hanif Abbasi, Mushahidullah as it may not possible for them to change their style to confront them but Farooq Amjar Mir, Imran Ismail may be much suited for these opponents. So, PTI should try to know about the other guests in advance to devise strategy and appropriate spokesperson for representing PTI.
What Face PTI wants to show?
This is bitter and sad reality of electoral politics that we require candidates who enjoys significant influence among their bradaris. The maxim is that ultimately politics is a local phenomenon. Though not every traditional politician is corrupt (for example Ishaq Khakwani) but with a bit a clever articulation “old/traditional” and “corrupt” can be made perceive as synonyms. The reason for its acceptance is that people believe entire political class emerged in 80‘s to be responsible for Pakistan’s misery. Now, if PTI want to be perceived as a “Vehicle of Change”, different from the older political class, we shouldn’t have them. BUT the bitter reality has forced their inclusion. However, at least one thing can be done: ‘By large pool of representative in media shall comprise of new faces and old PTI members. The traditional politicians may be included in the pool having impeccable credentials like Ishaq Khakwani otherwise it is better to avoid them for damage control.
The points mentioned regarding the constitution of pool of spokesperson may be difficult to act upon but this the way forward and guideline for improvement and betterment in talk shows. Now, in writing to follow, we will discuss some tactics to be followed by PTI spokespersons in talk shows for better performance.
Tactics for Talk Shows
- Play on your own pitch: It is easier to defeat opponent if you are playing on your own pitch. Here this means that PTI like every other party has some strong points and some weak. Your opponents will always try to make you play on his own pitch by attacking on your weak point. The mistake which PTI spokespersons are making frequently is that they spend too much time on the defence rather setting the course of discussion themselves. Without realizing that they are heading towards a defeat. What PTI spokesperson should do that not spend too much time and quickly set the agenda of discussion on some other point. For example:.
Opponent: How can you bring change with former PML-Q members?
PTI: Why not? Isn’t Nawaz Sharif came from Tehreek-Istiqlal, isn’t Hanif Abbasi came from MMA. Most of leaders in PML-N were in IJT or JI. So does that imply those leaders are lotas? Ok tell me, do you think Nawaz Sharif a lota? And Mr. Zahid Khan, Law Minister in Musharraf era when Chief Justice was house arrested is now in PML-N, more than 20 Ex Law makers of PML-Q has joined PML-N and more Musharraf allies are ready to alliance you like PML-F and Hamkhayal……………………….
Let’s face it, you can’t defend inclusion of former PML-Q members in PTI. If you try you will go on back foot and finally left clueless. The solution is simple: on your weak points just counter attack. I am convinced that memory of people is quite short and they will forget from where the talk started.
- Prepare your own Pitch: It is also necessary to drag the game on to your own pitch where you can easily smash your opponent thoroughly. It will require some effort and skill. First, you need to do the proper homework. Say, you should have a list of all the Q-leagers joined PML-N and some credible documents to back up your claims.
Here is another example. PML-N is in Punjab Government and there is severe bad governace in health, education, police and other provincial departments. Similarly, many issues in businesses of Sharif Family including the Ittefaq Foundary been defaulter of many banks, and other government institutions. PTI spokespersons shall take some evidence or at least some material with them and begin exposing them. As soon as the opponent start defending, now he is on your pitch and never let him go easily.
It is quite easy in traditional talk shows to deviated a little bit and bring the opponents on your own pitch. Excluding commercials time, talk time each participant get is hardly 15 minutes and that’s enough for you. It is responsibility of man in-charge in PTI to do homework and handover such facts of opponents to each spokesperson. I observe that very few spokespersons in PTI come well prepared in talk shows.
- Use Facts & Figures and bit technical language: It has been observed that many PTI spokespersons talk like lay man without any facts and figures, without using technical terms and letting the impression that these spokespersons has almost no idea of running helm of affair, constitutional complications, implemented policies in various ministries etc. This impression further get strengthen that PTI has no policies or route map for running the state. This impression need to be addressed immediately and effectively.
I hope the concerns mention here may get due consideration of PTI Information Secretary or media cell. PTI need to have strong media cell capable enough to prepare some documents for PTI spokespersons and support them.
Adeel Ahmed
PTI Karachi
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