gordon accuses villar of bribery – to be desperate is good but this is bad desperation
we have been saying we like richard gordon and he is a very good option in the 2010 election. we also said his campaign is going nowhere with his poll ratings continually at the low single digits.
he has been getting single digits because he started late in the campaign while his opponents started very early and/or campaigned like crazy with tons of money and heaps of popularity. compared to his opponents, even though he is as smart if not smarter than them, he looks puny.
despite the very poor poll ratings, we think gordon will eventually catch up and in fact we are predicting gordon will probably get more votes than teodoro when the election ends but his winning it highly unlikely. we said that as we were expecting that gordon will ramp up his campaign efforts. although he had a boring tv ad to start with, we thought with gordon being known as a very creative person, his efforts will push his ratings up.
we said that, but we did not mean he should do what he just did. in the news today is a line that goes something like
this – manny villar had offered him a bribe, reimburse him of his election spending to withdraw his presidential campaign and help villar in the C-5 mess at the senate.
with his ratings at desperately low levels, to be desperate is a good thing, but we do not think this kind of desperation is what he needs.
one of his complaints is that villar has bought media as according to him what he does in the campaign does not get out to the media, implying media bought by villar is intentionally not publishing or broadcasting his efforts.
he should not blame media for this, he should blame himself and his own media bureau for it. media is not publishing his efforts as he has not been doing anything worth publishing. the country in the past weeks have been preoccupied with other bigger things. a small thing like what gordon is doing in his campaign has no chance to be seen or heard.
his media bureau is most likely not doing a good job either. it is their job to get things out for their candidate. it appears they are unable to get messages and news that are worth anything for media. lack of content? bad strategy? bad writing? bad media relations?
also, the fact that this charge of gordon is now on the front page of PDI and broadcast on tv last night belies his charge of a “media wall” that is intentionally preventing publication of what he does in the campaign. as we said, do something news worthy and you will get press. this charge of bribery is something big and newsworthy, so he got the press. there is irony there.
but that is not the kind of press coverage he should be aiming for. this kind of press we think is a waste of time and does not really add anything to his campaign nor contribute anything to the building of his brand image.
so he says villar is a bad person for bribing him, what does it do to help him? nothing really, but what it does is it presents gordon as a whiner and someone desperate enough to try to call attention to himself all for the wrong reason.
what he is doing is he is starting a fight with a giant. it’s impact is really short term plus the fact that it is pregnant with risks. this can backfire on him.
besides, why pick on a a very strong giant? rather than villar, it would serve him more if he picked a fight with noynoy aquino, a not so strong giant.
well, actually we don’t want him to pick a fight with the giants. as we have written here previously, he should go after teodoro (not a giant) and estrada (small giant) supporters instead. (read here : to win, gordon should target teodoro and estrada supporters)
the other part of what we do not like on what gordon did was the whole message – villar bribing him to withdraw from the presidential race. why in the world will villar ask a puny opponent like gordon who at best has gotten less than 2% in the polls?
it does not make sense to us that villar will ask an opponent with such a tiny poll rating and following to withdraw. villar’s potential gain from gordon withdrawing from the election is so minuscule that it is really not worth the effort and the risk.
gilbert remulla said it right –
It’s very difficult to approach a person like Dick Gordon. If there is somebody who is independent-minded, someone you cannot put a rein on … it would be Dick Gordon. So why would we approach him and risk something coming out [in the media]? We’re not that desperate,” Remulla said.
if villar is going to bribe anyone, he should bribe estrada who has 11% to 15% of the poll rating. given the close race between villar and aquino, to get even just one half of what estrada has will give villar the presidency. also, based on estrada’s past track record, bribery is certainly not new to him. estrada spent time thinking about that for a few years in his vacation err detention cell in taguig. gordon we believe cannot be bribed but its a distinct possibility for estrada.
richard gordon, his media bureau and his campaign strategist are doing this all wrong. it’s a waste of time trying to get tiny morsels of press time and space for something of questionable value to gordon and with very little mileage and pregnant with risks.
gordon, gordon why are you doing this to yourself?
what happened here is a classic PR & Marketing 101 learning point – when you do a media interview, stay on your topic, focus on discussing and publicizing your platform of government and messages. avoid any off-topic or any controversial topic. talking about something that is outside your platform or messages specially when it is potentially controversial will ensure your platform and messages will NOT be publicized and the controversial topic will instead get publicized.
when that happens the interview will become a missed opportunity on building your campaign and gets you into a controversy that you do not need and should not spend time on.