Due to nepotism, dirty politics of PCB many senior journalists were ignored to issue accreditation
ISLAMABAD: Despite the success of recently concluded ICC World XI tour of Pakistan, it is a fact that PCB does not have a media policy to maximize gains of the historical occasions. It seems that PCB media officials don’t have any media policy as nepotism and favoritism causing damage to the credibility of PCB and also of its Chairman Najam Sethi, who himself is a seasoned journalist.
Media officials of PCB usually ignore senior and working journalists, but it was being hoped that considering the high value of this series, officials will mend their ways. Unfortunately, during this highly talked series PCB once again ignored senior journalists of twin cities to cover World XI matches against Pakistan. PCB media officials only made media accreditation cards on the basis of their likeness and nepotism. According to some senior journalists PCB media officials taking advantage from the opportunity entertained their friends and relatives by making media cards on the category of journalists, while the senior sports reporters were not only ignored but treated in humiliating manner.
PCB refused to issue accreditation card to world cup 1996 fame world’s renowned Pakistani journalist Asghar Ali Mubarak. Many other senior sports reporters including Muhammad Azam Khan, Rizwan Haider, Yasin Hashmi, Aqeel Anjum and many more were denied to issue media accreditation card to cover the historic series of World XI.
Pakistan Cricket Board’s media department totally failed to highlight the soft image of Pakistan. The liking and disliking policy was showed during the issue of media accreditation cards for local’s media as well national media. Chairman Najam Sethi is himself a seasoned journalist and knows its importance very well, but why PCB’s media people are not being utilized properly is incomprehensible. It is most surprising that all media officers are sitting at PCB head office in Lahore. There was no responsible media officer for the entire series to facilitate the national media in this regards.
Asghar Ali Mubarak who is covering sports for last more than 30 years for world’s leading newspaper. Asghar Ali Mubarak approached for a media accreditation on 4th September 2017 but he was categorically refused by PCB media department even for a single match. ‘This is very unfortunate act of PCB ‘’I fought legal battle for the dignity, honor, prestige and respect of Pakistani sports journalism after the1996 cricket world cup after defamatory remarks by English captain Mike Atherton’’ he added.
ICC has done a tremendous job bringing back international cricket. Punjab government and other security agencies also played a vital role in ensuring this elite cricket event by providing foolproof security to the foreign teams and officials. But, interestingly there is no media official appointed other cricket promoting cities likes Karachi, Faisalabad, Peshawar, Islamabad, Rawalpindi, Multan etc .It is very unfortunate that PCB authorities are neglecting such big cities, where population is more than dozens of countries. They don’t even realize its importance from the marketing point of view. As far as the professional efficiency of its media officials are concerned, serious questioned have been raised. If a reporter wants to approach to so-called media professionals to ask them a simple thing related to PCB or cricket issues, they only say they don’t know and they busy in some other commitment and ask to talk with Chairman Najam Sethi directly. And it takes two to three days.
More than 25 non professionals so called media officials were appointed in the PCB’s media, social media and marketing department on lucrative salaries and lavish perks. However there are totally unaware how deal media due lack of knowledge, educational back ground and poor communication skills. The performances during the tour of World XI for T20 international Independence Cup series was not available anywhere. Even the Pakistan Cricket Bard media department’s official did not bother to receive a single call to contact on their given numbers. On the historical occasions the PCB media officials have failed to high light the soft image of PCB due their liking and disliking dirty politics. PCB media officials have also failed to highlight what PCB is doing and what its future plans are for tackling the issues confronting Pakistan cricket. PCB high officials feel that no policy is the best policy in the current circumstances. A lot of people have been appointed in the media and social media department but nobody knows who their business. Some of them must be intelligent, vibrant, knowledgeable and studious but they have not been trained how to respond to journalists and how to highlight PCB’s activities. If they are compared with other Test playing countries a big difference is observed. Perhaps the government of Punjab, the most populated province in the country, will not have so many media and social media officials as PCB has. If we see the performance of these people, one thing is clear that there is no media policy in the PCB. If we visit the PCB website, everything should become clear: what PCB is doing, news, views, analyses and stories. In the domestic players search bar just the name bar is working and the rest are useless. Even the stats and profiles of the international players are not given. The laziness of PCB media officials and website officials can be judged from the fact that International Calendar has not been updated scheduled events. And no one in the PCB is taking notice. PCB high ups may not see such mistakes due to their workload but even Chief Operating Officer (COO) Subhan Ahmed, Member PCB Governing Board Shakil Shaikh and other high officials also fail to take notice of this.
There is no detail of women cricket calendar even though it is given a lot of importance at international level. Even the domestic calendar is not updated. The Vintage section has not been updated since November 2014. In Blogs section, there has been no new addition. The Editor’s Pick has not been updated since September 2016. It seems that PCB has decided itself that it does not want media promotion. A lot of important work related to media and marketing has been outsourced. Cricket lovers did not forget that in last English tour in 2016, four media persons travelled to England, each of them for fifteen days, only for joy trip. Informed sources say that the people appointed in the media department cannot write a single line of press release and don’t know what the requirements of a news item are. PCB’s heavy media management failed to highlight Pakistan sacrifices in war against terrorism during the tour of World XI for T20 international Independence Cup series.