What brands can learn from Shashi Tharoor

The Shashi Tharoor saga continues. The latest is Tharoor talking to Barkha Dutt of NDTV. And the class act that Shashi is came through loud and clear, in the interview.

Amongst the crassness that dominates both politics and business in India, Shashi stands tall. More so as he is such a contrast. He can talk, most can't. He is suave and sophisticated, and his endearing personality is such a welcome change. Yet that's exactly why he's under fire. From fellows who don't have the looks, can't talk for nuts, and for whom sophistication is as alien as unidentified flying objects.

I am glad Shashi came on mainstream media to present his version. The timing was just right. The content of his talk was strong on logic and his body language was near perfect. Shashi's interview will go a along way in establishing an image that will have as a fallout, favorable perceptions about him. Of course, the baying for his blood will continue. But to the larger viewer, Shashi would have come off as a forthright, decent man. I for one, believe he is.

Communicating to a target audience is a must for brands. More so when there's negative publicity flying thick and fast. Of course, at times staying silent may also be the right response. But when there's a need to talk, brands must. What they must get right is the timing, content and the image.

Shashi got it right. And that's because, as he says, he had nothing to hide.