ADVERSARIAL: a typical press war!!

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.