I write this post with reference to the case of a politician in the Philippines mauling a man and his son over a game of golf. To get an idea of what I’m talking about, try going to Google’s Blog Search or Technorati and look for “pangandaman golf” or something similar. What you will find is thousands of blog posts on this matter, and a majority of them are very critical of Nasser Pangandaman, the politician at the center of the storm.
With the big blogosphere tempest the incident has stirred up, how do you handle it if you were Mr. Pangandaman?
Let’s look what Mr. Pangandaman has done so far: first, he worked the press by stating in interviews that they did not start the fight (denial), then he issued an apology over a radio interview to the aggrieved party, but maintained innocence (still denial), launched a charm offensive by stating that prior to the incident, he had maintained a “sober image” (put himself ins a good light), and recently he made an appeal to the blogging community for “fairness” (go for bloggers’ higher sense of purpose). His appeal goes:
I appeal to the bloggers to stop this. They also have their families, they have parents and siblings. Our family is already hurting. I hope this doesn’t happen to you (bloggers).
Mr. Pangandaman has spent the last week diffusing this issue and there are little indications that he is making progress. So how does he contain it?
The short answer: he can’t.
I read somewhere before that trying to get back something put online is like trying to get the pee out of a swimming pool– it’s practically impossible with the means readily available. In the case of Mr. Pangandaman, he’s practically in a pool full of piss (pardon the analogy).
Let’s look at what he’s dealing with: The blogging community (at least the people I’ve interacted with) is really just normal people who rarely have an agenda. But the incident struck a chord that most people, not just bloggers, are against and that idea of people who are supposed to help us being the tormentors.
If you think about it, a golfing incident is really something most people don’t care about much, but once you put a 56-year old man and his 14-year old son being brutally clubbed by a notable politician and his henchmen, it puts things on a different light. In my opinion, when the daughter of the victim blogged about it in a very honest and earnest way, bloggers were able to empathize with her because that victim could be them– people who don’t stan a chance against a wealthy and influential person. I think that’s when the storm started, and perhaps Mr. Pangandaman’s political career may have ended.
So how does one deal with this? What Mr. Pangandaman has done so far is pretty much useless (denial, charm offensive, etc.) to reverse the tide in his favor. What he could pray for is a group of bloggers share his side and get critical mass to whip up his own blog storm. With this approach, he can dillute the blogosphere with posts in his favor and put bloggers at odds with one another.
Antother thing he can do is get a notable blogger or blogging personality to openly vouch for him. This will put the heat on the blogger and not on him and practically discredit the whole blogging community. This is more of a “sheild strategy” than to stop the whole issue.
Finally, he can cut his losses and admit his wrongdoing. Most of the bloggers will be off his back, and try to rebuild his image from the rubble.
Mr. Pangandaman is working inneffectively on different fronts to maintain his reputation and has relied on traditional media to fight this battle, which is being fought on the blogging battlefield. No wonder he is losing.