Many Malaysians have heaped scorn on Bloomberg Gadfly columnist Andy Mukherjee for suggesting that the country’s new Finance Minister Lim Guan Eng should exercise more tact when speaking about the 1Malaysia Development Berhad (1MDB) issue.
The anger is understandable. After 9 years of Najib and his cronies, Malaysians feel they have achieved something substantial by ousting the scoundrels. Some feel that after the lies and cover ups of the Najib regime, Lim’s statement comes as a welcome breath of fresh air.
Still others argue that the main concerns of Malaysia these days is reform and statements like that would not affect Malaysia’s long-term financial standing. Others argue that Lim’s outbursts are justified against the rapaciousness and nefariousness of the the last government.
All very understandable emotions for Malaysians to hold. After all, it’s not everyday that you get to dislodge a corrupt government that does not hesitate to use every means at its disposal to stay in power.
These views, however, also try to gloss over the fact that Lim and many of the new ministers are short of some vital skillsets to become effective governors.
One skillset they need come under the collective term of media training. Media training, done well, teaches the politicians to do several things, among them messaging and message discipline, what they should and should not talk about and how to control the course of any interview so that they, rather than journalists or others, determine the message they want to deliver.
Messaging is important, especially for groups such as the Cabinet because it allows everyone to sing from the same hymn sheet. Messaging is also about the crafting of messages so that they resonate with the audience. Every effective message must pass the “so what?” test from a skeptical audience. for instance, and must never be defensive or overstate the case.
Message discipline is the understanding that you do not depart from the messages agreed. If the government wants to, for instance, talk about its attempts to stabilise the national debt then every minister should be delivering this message and not be diverted into taking about who or what caused the debt, the nefariousness of the former government or other topics. In US political circles, until the chaos brought on by Trump, the biggest communications sin a politician could make was to break message discipline.
How to keep message disciple? A tried and true technique is what they call Bridging, or as the Americans would have it, the Bump and Switch. The basis of this technique is that all spokespersons will get ultimately two types of questions: The Productive Question that allows you to deliver your messages easily (e.g. “tell us about your financial policy” – assuming you’ve formulate one and ready to share it with the public). In such instances they spokesperson should just answer in a straightforward manner.
Then there is the Unproductive Question, a question that you’d rather not answer (e.g. “We hear that many people in your party are unhappy with your actions…”). When confronted with the Unproductive Question you could give a short answer or Bump (e.g. “Disagreements are part of a healthy political process…”) then “bridge” or “switch” to your key messages via a bridging statement such as “what’s important now is…” or “what your readers should be more concerned about is…”.
The theory is simple but it takes a lot of practice to perfect this into an art so that you always sound credible, authentic and authoritative.
Journalists hate this technique because it robs them of their sense of control during an interview and it allows you to send the messages you want, not dance to their tune. They also have some mistaken notion that an unskilled politicians would be more honest than one skilled in media handling techniques because spontaneity is a measure of honesty.
Media training is also about sensitivity training, the “tact” referred to in Mukerjee’s article. It’s sensitising the spokesperson or politician to what should be said, what’s acceptable and what not, and how things could be delivered better.
Media training, however, is a double edged sword. Used by politicians of integrity it allows them to set the national agenda, to persuade and educate others and to build consensus. Used by unscrupulous politicians it can be a skill to obfuscate, to evade and to bury the truth.
While passion, honesty and being forthright are certainly virtues that every politician in the new Malaysian government has or should embrace it also makes sense for them to complement these qualities with media handling skills.
It is difficult, especially for Lim, who has spent most of his professional life as a persecuted opposition figure. There were few people he and his party members could trust, and outspokenness was a virtue they could not do without. Bravery trumped skill.
But times change and so do circumstances. It is not enough that the new Finance Minister be brave, outspoken and passionate to speak agains wrongdoings. He should do it in a manner that reassures others, investors, the public, supporters and even opponents that the new government would be one that is fair and respects due process, that is thoughtful and refrains from emotional outbursts and that it has a solid plan to make things right, or at least better, for the new Malaysia.
The opportunity for Lim and the new government to usher in a prosperous, vibrant and confident Malaysia is here. All it takes is to acknowledge that they may need to learn some new skills to seize the day. Will they take it?
Unspun 
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