Random Musings

We are clearly in the middle of a war – whatever name one chooses to call it.

While there are the soldiers and our leaders actively involved in the battle, and then there are citizens in locations close to the border and also some large cities in nearby states who are directly impacted in one or the other way, and are perhaps at high anxiety levels, the rest of the country is following the war on their favourite sources of news and information.

Not just Indians in India, but also Indians all over the world, and for that matter, the Pakistanis, as well as significant amount of the global leaders and citizens of other countries as well. Bankers, MNC leaders, the UN, bodies like IMF, World Bank, the global markets, etc. are all seeing the war and its play out, from their own interests.

They would reach conclusions basis what they make out of the war. Based on what they see and hear and who they believe.

War is not a spectator sport – least of all, no one has a view into the dressing room or the coaching session of the sport, if I were to continue with the analogy of war and sport!

So, unlike when you view some sports on television and apparently, see all the happenings including the strategy discussions (in this era of extreme transparency!), and have a view on the same, a view on war is not based on the real back end of the operations, but on what we make of it, from what we see and hear.

And believe!

Because countries have a lot at stake, not just in the direct conflict, but in the larger outcome, it is very important for countries as to what the many different stakeholders are getting out of what they see.

And which is where it comes in – managing the PERCEPTION.

As marketers, we have long understood that perception is what matters.

A tiny hole-in-the-wall business can come out appearing to be a global leader by creating a website and a digital presence that conveys such.

A newly launched product can come out looking like it has already been accepted by the masses and is a favourite for them.

A struggling actor finding it tough to get a break can be made to look like a star who is being selective on his film choices, but has ample of them.

There may be no mistruth in the communication and yet, there is a certain perception creation that is happening.

Well, when countries are at war, the nations and its many entities also need to create perceptions to ensure the confidence from their many stakeholders.

Let’s consider the many such types of stakeholders and why it is important for them to get a certain perspective.

1. Let’s start with the armed forces themselves. While some are at the battlefield fighting it out, there are many others waiting in the wings, or in other duties far away from the battlefield. But all of them are anxious. They could get the next call to go to battle and they are keen to understand how things are going. Keeping their spirts up, is important and hence the right kind of positive messaging matters.
2. Wars need a very strong united and patriotic sentiment amongst the citizens of the country. When the Vietnam war ran long and many US army folks were stuck there, their families and the US citizens at large, were not happy about that long war. And that does not help the government as they seek the support from their people. Hence managing the perceptions for the citizens is also very important.
3. Lots of MNCs do business with your country. Many have large stakes there. It is important that they see you in good light, even while you are in war.
4. There are institutions, global banks and other countries who might have extended lines of credit or given loans to the country. They should continue to see you as stable and strong, and that war is not creating any instability.
5. There are people who visit your country – for business, for tourism, for other purposes. They should all still see you as a country worth visiting, notwithstanding the current situation of war that you may be in.
6. All the MPs and MLAs and other political leaders, even if they are from opposition parties, need to see things in a positive light, so that there is full support to the government at such critical times.

War stories, therefore, cannot be fully transparent and real. Besides the management of perception, of course, there is the element of secrecy – of action and of strategy. The last thing one wants to do at such times, is to be too transparent and play into the hands of the enemy. We all remember the incident of 26/11 when an overenthusiastic journalist shared on live TV, the room number in Taj Hotel, where a person was hiding. The news carried in double quick time to the terrorists inside the hotel!

It is not about giving rank falsehood or exaggerated stories. But if there is a curb in news around one’s own losses, or questions around one’s casualties are not fully answered in the real time, that is all for the above stated purposes of keeping a fundamental positivity, even as one battles in war.

Those demanding truth and the real picture may well appreciate the reasons why some information will remain fuzzy. And this will happen on both sides!