[dropcap]L[/dropcap]a doi ani dupa cazul Sofitel de la New York, Dominique Strauss-Kahn (DSK) devine un studiu de caz prin care o personalitate publica isi recastiga increderea. Interviul acordat CNN ieri seara, primul in engleza de cand fostul sef al FMI a demisionat din cadrul institutiei financiare, este elocvent in acest sens. Va recomand sa-l urmariti cap-coada pentru a intelege cum functioneaza procesul de recastigare a increderii de catre un personaj afectat de cea mai dura criza de imagine din cariera sa.
DSK, arestat de politie dupa ce la 14 mai 2011 o camerista guineeana angajata la hotelul Sofitel din New York l-a acuzat de viol, incearca sa-si reabiliteze imaginea publica prin ceea ce americanii numesc “Politica rehabilitation”, un proces de comunicare care incepe sa fie vizibil si in Romania prin intermediul unor actori politici ca Adrian Nastase sau Gigi Becali.
DSK are oameni buni de comunicare. Ei inteleg ca populatia (publicul) devine mult mai iertatoare, ca cetateanul acorda personalitatilor publice mult mai usor a doua sansa. Linia dintre faima si infamie este tot mai subtire. Dar ce face, de fapt, DSK prin intermediul interviului de la CNN? Ce tactici de comunicare aplica fostul sef al FMI?
1. In primul rand, arata ca nu se ascunde de media.
Dominique Strauss-Kahn s-a expus in ultimii doi in fata presei, inclusiv alaturi de noua sa iubita. Iata ca acum acorda postului american de televiziune CNN primul interviu in engleza, la Paris, de la demisia sa fortata in urma acuzatiilor de viol lansate impotriva lui.
2. Recunoaste fapta/actiunea care a declansat criza de imagine.
DSK: „I agree, I agree. So I made this mistake to believe that you could have a public life doing what you had to do in the public life and …. And that you can have a private life. And my mistake was certainly to believe that you can have these two things together without any connection between. It was wrong. It was wrong in the way you say because people are not expecting this kind of heterodox behavior from somebody having public responsibility.”
3. Comunica implementarea unui plan cu actiuni concrete de implicare sociala.
RQ: Finally, what are you gonna do next?
DSK: „I spent all my life trying to help my people in France to have a better life. It appears to me while I was working that I could do this at the global level. Again, I must be humble. I cannot change a lot of thing but I can help. And when I ‘m working for a country like South Sudan for instance, which is an new republic of 18 months old, that needs everything and that I’m doing it totally for free because I want to help them. I’m happy to see the government of South Sudan tell me “come to us and help us, we need you”.
4. Construieste o strategie de umanizare a personalitatii sale prin sinceritate. Recomandarile specialistilor in comunicare sunt ascultate de catre DSK si aplicate in interviul acordat CNN. El admite ca are “cu siguranta o problema” pentru ca nu a inteles ca ceea ce se asteapta de la un om politic de inalt nivel este diferit de ce poate face un om obisnuit.
DSK: „It was wrong. It was wrong in the way you say because people are not expecting this kind of heterodox behavior from somebody having public responsibility.
5. Completeaza toate actiunile de mai sus prin comunicarea expertizei sale in zona finaciara: ofera comentarii pertinante “de specialist” despre problemele sistemului bancar, analizeaza situatiile din Grecia si Cipru, comenteaza rolul FMI si mai ales da solutii pentru rezolvarea crizei din zona euro.
On Europe: “(It is) an army of lions led by sheep.”
On the banking system in Europe: “Sick. Very sick.”
On austerity and the first Greek bailout: “We argued for more growth…but with little success.”
