Hoy retomé la tremenda serie Mad Men y en el segundo capítulo de la tercera temporada (titulado Love Among The Ruins), Steerling & Cooper (la agencia de publicidad en la que trabaja Don Draper, el protagonista de la serie, como director creativo) se enfrenta a perder un cliente que eran nada menos que el proyecto de construcción del Madison Square Garden.El conflicto comunicacional era el siguiente: La gente de Nueva York se movilizaba para protestar por este nuevo proyecto, acusando que destruía una arquitectura clásica de la ciudad, la Penn Station.
El siguiente es el diálogo entre Don Draper y Edgar Raffit, el hombre detrás del proyecto, en un momento en que Draper quiere recuperar la confianza de Raffit para que siga con la agencia:
Don Draper: In the interest of time, you want to demolish Penn Station and New York hates it.
Edgar Raffit: Not all of New York - A vocal minority.
Don Draper: Can they stop it?
Edgar Raffit: Well, I think all the hubbub is making it unpleasant for...
Don Draper: [interrupts] But they can't stop it, can they?
Edgar Raffit: Why do you people insist on making us sound like villains?
Don Draper: Your concern over public opinion shows a guilty conscience. What good is that serving you if what is to be done is already under way?
Edgar Raffit: So let's say I don't have a guilty conscience.
Don Draper: Good. And let's also say that change is neither good nor bad, it simply is. It can be greeted with terror or joy, a tantrum that says "I want it the way it was," or a dance that says, Look, something new!"
Edgar Raffit: Would you draw the line at 50 percent?
Don Draper: I'm not drawing a line at all. P.R. people understand this, but they can never execute it. If you don't like what is being said, then change the conversation.
Edgar Raffit: What is that conversation?
Don Draper: I was in California. Everything is new, and it's clean. The people are filled with hope. New York City is in decay. But Madison Square Garden is the beginning of a new city on a hill.
Edgar Raffit: Not all of New York - A vocal minority.
Don Draper: Can they stop it?
Edgar Raffit: Well, I think all the hubbub is making it unpleasant for...
Don Draper: [interrupts] But they can't stop it, can they?
Edgar Raffit: Why do you people insist on making us sound like villains?
Don Draper: Your concern over public opinion shows a guilty conscience. What good is that serving you if what is to be done is already under way?
Edgar Raffit: So let's say I don't have a guilty conscience.
Don Draper: Good. And let's also say that change is neither good nor bad, it simply is. It can be greeted with terror or joy, a tantrum that says "I want it the way it was," or a dance that says, Look, something new!"
Edgar Raffit: Would you draw the line at 50 percent?
Don Draper: I'm not drawing a line at all. P.R. people understand this, but they can never execute it. If you don't like what is being said, then change the conversation.
Edgar Raffit: What is that conversation?
Don Draper: I was in California. Everything is new, and it's clean. The people are filled with hope. New York City is in decay. But Madison Square Garden is the beginning of a new city on a hill.
Fuente: IMDB
Raffit se pregunta por qué la gente (una minoría) los considera villanos. Y Draper sale con una respuesta fabulosa: "Tu preocupación por la opinión pública demuestra que tu conciencia no está tranquila".
Qué cierto es esto. Cuando uno está completamente seguro de que un proyecto es bueno, no existe la necesidad de hacer "propaganda" para contrarrestar la voz de una minoría, porque finalmente la verdad prevalecerá. Pero esto no ocurre cuando hay duda o cuando alguien se adorna para aparentar ser atractivo.
Siempre quien esconde una verdad que él conoce no tiene su conciencia tranquila. Podrá convencer al otro, pero él siempre sabrá que miente.
