Daily Times

Effective media management is reputed to be a difficult and a challenging task for successive governments, thus to ensure their positive profile they hand this task to well seasoned politicians, journalists or technocrats who master the acumen required for the tough job, entrusted by the prime minister, which allows them easy access. Information portfolios are fired at with relentless criticism; history illustrates how the various information ministers over the past two decades have been forced to combat the internal critical attacks that are aimed at questioning the dexterity and effectiveness of the media handling adopted by the information boss.

It is fascinating to see how the black cloud of repetitive criticism looms over successive governments: complaints about the government receiving negative media; government or the prime minister unjustly dragged into a media trail; media lacking substantial positive coverage of the prime minister and his achievements. Although the government may be doing wonders for the public good and welfare, the applause-worthy acts are not being communicated to the public at large. And as weak media strategies are bruising the government’s image rather than improving it, they are clearly losing the battle on the media front.

One cannot help but feel sorry for the information boss who has to face and respond internally to all formal and informal self-claimed media advisors who, unfortunately, act like the prime minister’s minions. These handful people are unnecessarily loud with their criticism and seldom raise genuine concerns or provide fruitful suggestions, which compels one to believe that they are out there to settle their own personal scores.

The clamour of these people gives rise to the formation of a parallel media power centre. Power centres of this nature are not uncommon and have been part of every successive government; however, this time the power of the media cell is amplified since it is being headed by none other then the daughter of the prime minister. Whatever we may say with regard to the justification of this parallel setup and its authority to manage the highest media profile, along with disagreeing with its mannerism, the rapid response and vigilance is admirable. Whether this media cell carries out work of fiction or fact is questionable, but it is certainly swift and highlights the role of spin doctors in Pakistani politics.

The leak of documents from a Panamanian law firm arrested the attention of millions around the globe, as it unveiled various offshore businesses by powerful individuals worldwide. Pakistan was stunned to see names of the sitting prime minister’s offspring in the list. Scepticism with regard to the money trail leading to the assets uncovered in the Panama Papers began to gain momentum. The revelations of the assets of the prime minister’s family opened a Pandora’s box of allegations of illegal activities such as money laundering, corruption and tax evasion. Not only have the Panama leaks resurrected the opposition’s desire to depose the prime minister, but have also multiplied the number of those questioning the legitimacy of the prime minister to continue in his position.

Pakistani media is bustling with government representatives and members of opposition since the wake of Panama leaks, exposing the harsh media policy unleashed by the media cell that instructs party professionals stoop down to an unacceptable level of belittling the opponent. Ridiculous behaviour is displayed in the attempt to shift focus from the core issue; simple questions are being answered amusingly with a counter question, which establishes a trend of putting up a performance, memorizing ridiculing lines, and thus entertaining a crowd with a compromised calibre. These party members lack facts, and they present themselves as blind defenders of the throne as unsophisticated advisers. Interestingly, some leading defenders of the prime minister are the “turncoats” who lack credibility, and were equally vocal and similarly offensive to bash the PML-N leadership, including the prime minister when he was in exile.

During the tumultuous days of the dharna (sit-in) days, Imran Khan appeared as being diplomatically incorrect, and carrying an offensive posture, which was taken in a bad taste and was not appreciated by the public at large. The PML-N was the loudest to condemn the language and persona Khan used against their leader; ironically, today the PML-N first and second tier leadership, through their media handling have established that all decency and good mannerisms have been flushed out of their system. It has compromised the image of the prime minister, the hallmark of whose public demeanour was humility, kindness and respect.

Furthermore, it is beyond comprehension as to why the prime minister’s personal affairs are being defended by his party members who have zilch knowledge of the actual facts. Typically a family member should have stepped forward to answer the opposition’s questions, or a qualified spokesperson should have been appointed to tactfully tackle the media frenzy. The prime minister’s media team must review the policy of fielding hawks to attack, ridicule the opponents, and to go on offensive in media without substance and logical answers to the questions raised. This policy might help to gain time but would not resolve the issue of the Panama leaks.

It was almost painful to see the prime minister fall prey to immature media management on multiple occasions. There may have been good reasons to advise the prime minister to address the nation (twice), but since the Panama Papers did not have Prime Minister Nawaz Sharif’s name, the need to explain himself has in a way made him own the allegations. Not only that, the speech writer made the prime minister commit himself to be investigated first with his family, which is now the main bone of contention to agree upon in the ToRs with the opposition parties. Why was this route suggested to the prime minister in the first place? It is difficult to understand as to why the media advisors of the prime minister made him say in the address to the nation that people who have ill-gotten money do not keep it in their own name.

The remarks of political pundits carry some weight; that the address by the prime minister in the National Assembly again was a bulk of unnecessary information, and raised more questions. There was no need to highlight that after Zulfiqar Ali Bhutto’s nationalisation policy, Pakistan was not safe for investment, and hence the Sharif family started investing in the Gulf, and their decision was proved right when General Pervez Musharraf took over. A few analysts say that it is mind-boggling. How the sitting prime minister can ask people to invest in Pakistan when he and his family are apprehensive to invest in the country that they rule.

One blunder after the other had snowball effect, which questions the credibility of the media-handling by multiple power centres. Media had a field day with regard to Prime Sharif’s surgical procedure carried out in London. The timing of the surgery became a matter of significance with the political controversy brewing over the infamous revelations of the Panama Papers. It is unfortunate that an individual’s health should become subject to a torrent of conspiracies, probing into the nitty-gritty of the procedure, causing unnecessary stress at what is understandably an already worrisome time.

One must also say that pre- and post surgery, medical updates and briefings on the health condition of the prime minister should not have been hijacked by the prime minister’s family. Matters of such fragility require handling of a specialised nature; they should have been catalogued by the surgeon who operated on the prime minister for the open-heart procedure. The nation had a right to be informed about the medical condition of the prime minister by authorised personnel. One cannot help but wonder who must have advised the prime minister’s family to take it upon themselves to carry out the duties of medical professionals. Had the hospital administration or the concerned surgeon or the prime minister’s personal physician/surgeon stepped forward with clear details, all conspiracies would have been quashed allowing the Sharif family to deal with domestic affairs peacefully.

Media forces governments around the world to be tolerant, respond appropriately, provide access to information and deliver good governance. The evolution of free and new media must be understood; mere release of self-praising advertisements in crisis will no longer suffice to maintain a healthy public profile.

The writer is a media professional, and can be reached at ybmirza@gmail.com