Among the things
that I was interested to see, was a sample of adversarial rejoinder,because I could not imagine how comes a PR practitioner become a thorn or (fire) to the press. It could not make sense in my head because, we are taught(PR students) to respect
and build strong relationship with media, due to its potential and a power that media
has. The power of bridging an organization with its external public and
preserving corporate image. I also was curious to know, how confident and powerful the
person/organization is, to stand and blow a fire in front of media or its
reporters.
Interestingly, few weeks back I came across
the reading which I account it as a typical adversarial. Indeed, it’s an
adversarial because a writer, Mange Kimambi owner of U-turn blog, was trying to
respond a story written by Tanzania Daima. The story came out
with headline…KUHUSISHWA NA KIFO CHA KANUMBA—RAY AMTIA MBARONI MANGE KIMAMBI.
The
story claimed that Mange was arrested after accusing Ray with Kanumba’s death!
In response to that, Mange post this on her blog…"Gosh,
this is the kind of silly news a main stream paper in Tanzania writes.
The country is going
through a major crisis right now and they actually find space, tena a really
visible space to write such a stupid untrue story.
Ok, this is the last time
im addressing this stupid.
SIJAWAHI KULALA NDANI IN
MY ENTIRE LIFE AISEE…I HAVE NEVER SEEN THE INSIDE OF A CELL.
I mean vitu vingine
tujaribu kutumia common sense, hivi Ray ni wa kunilaza mimi ndani au
kunifunga????? Gosh, that will be the day!!!!
Mtanzania Daima, Irene
whoever, u got wrong information and its so stupid of you to publish it without
speaking to me first. I spoke to a policeman on the phone and was told
wataniita if ever nitahitajika because some dude called Ray complained about
something that he thinks originated from me, how is a phone conversation being
translated into spending a night in jail?????......."
From PR point of view this is a typical war
towards a press because it does not create advantageous environment for an
organization to corporate with media. No matter how the press gives a negative
publicity or inaccurate information over your organization, giving them harsh
return is not recommended. Smart practitioner always avoids entering into clash
with media. A mild rejoinder will provide facts without offending the press and
cementing corporate media relation.
