2 WAYS TO GET YOU STARTED OUT OF A CRISIS

The sprouting of companies daily, brings the topic of communication and/or public relations back to the podium. In a recent observation, many start-ups in the country, haven’t placed any value on the need for communication. Unfortunately, this will later result into a culture devoid of this important management function. Big cause for worry.

What is your crisis?

The belief that communication should come into play when companies hit it big, is a miss. The best time for the incorporation of communication in the day-to-day running of any company, is during the initial stages. This enables the interested parties, more so, communications personnel to position the company for any turbulences that all business are susceptible to.

Speaking of turbulences, many companies find themselves in crises and come out without really knowing what just happened. Such unawareness not only risks the reputation of the business (which we in communication believe to be king) but also the longevity of the business as well. The damage done can be irreparable.

Thus the need for every company to be armed with a communications team, capable of delivering on this critical management function.

Recent news stories have brought to light what we would categorize as crises. The death of George Muchai MP-Kabete, raised a lot of heat. Despite the different findings, as recorded in the Star newspaper, allow me to direct your attention to the organization in which he served as the deputy secretary general-Central Organization of Trade Unions (COTU).

Word has it that due to an existing misunderstanding between the deceased and Mr. Francis Atwoli, Secretary General, he is the main suspect. This is such a bold statement right there.

However what we need to note is that the organization-COTU, is under attack. Then, the leaders heading the organization, case in point: Francis Atwoli. Though some may argue that Atwoli is COTU and COTU is Atwoli, in this instance let us separate the two.

In another related news story, the country is experiencing a blackout. Pardon me, a media blackout. Not to be mistaken with a power blackout. In Waweru Mburu’s Monday segment, on Yaliyotendeka, the Communication Authority of Kenya’s (CAK) Francis Wangusi and team awarded a foreign company (Chinese) the license to offer the digital package to Kenyan media consumers. A move that angered media houses over what they call allowing colonization to take root in this time and era when Kenyans are capable of handling their own business. Again, it’s CAK’s image that is under siege as much as Wangusi’s but we will separate the two.

Separating the two is due to a mere fact that most of our parastatals chiefs, corporate heads have in their own wisdom separated their own images from that of the corporations they work for. The two images should be brought together a ploy that could even further amplify the final image of the corporation. I digress.

In this situation we are witnessing a crisis, which if you recall in my introduction will come and go with few to none recognizing what just happened. Suppose the two were on the Nairobi Stock Exchange (NSE) the value of their stocks would be on a nose dive. Why? Because all it takes for stockholders to dump your stocks is bad noise. The more this noise turns into a roar, the likelier that the corporation will be found neck dip in a crisis. The financial effect would be catastrophic, don’t you agree?

This article aims to take you through a crash course on crisis management otherwise referred to as issues management. In the likelihood you find yourself in such a spot, whether you were included from inception (it would be easier) or you just landed this job follow this steps:

React

In both cases, the communication team should issue a statement denying or accepting the premise of the attacks. In the COTU case, the communications head should issue a press release to the media houses, accounting for the whereabouts of the person in question (Atwoli). And further calling on the authorities to pay him a visit if they have questions that would help them close in on the suspect. At the outset, do not play defensive. Instead cooperate in assisting the country know the truth. In this situation I am working on the assumptions that your character is as clean as whistle.

‘I did not have sexual relations with that woman…’ these words are linked to former U.S president Bill Clinton. Communications specialist, have proven that when attacked with an accusation, responding to it directly makes you even more guilty. Clinton’s case study has been used to share that knowledge.

The CAK’s case, communications team should retrieve any piece of information agreed upon by the media houses and the authority. Otherwise, they should issue a statement corroborating their decision to issue the license to the foreign company.

However, depending on the weight of the issue, a mere vow of silence does the trick. Responding does not always guarantee a favourable reaction. It could elicit a boomerang effect, where your own responses/words can be used to drive the last nail on the accusation’s coffin. Approach with caution.

Matters that appertain to irreparable scandals, act on them quickly and decisively. Say, by firing that scandalous C.E.O. This will allow you room to handle the situation as well as mitigate any further damages that would result. Suppose the person was in close proximity with company secrets and decides to hang the company out to dry.

This tactic works to calm interested parties. However, the result may not turn out as expected. Stay alert to execute more ploys, in such instances.

Call for a Meeting

Once you have handled the situation at the country level, it’s time to scale it further down. Have the key players meet and iron out their differences in detail. This ploy aims to withdraw the issue from the country’s platform and bring it to where it belongs-the corporation.

As the representative of the corporation you need to refresh your negotiating skills. Be ready to give a little in order to get something in return-that is a rule in negotiation. Mark your boundaries but again tread lightly on the boundaries of the opponent. What a tricky business?

Remember to arm yourself with goals. Just in case the negotiations get heated and spin out of control but must be done. They help to focus on the goals and not the distractions.

Remember to take each and every word uttered in that meeting with the weight it deserves. Put it into context (framing) and bear in mind that you are there to salvage the image of the organization and the person who is in question. These two ploys may seem nothing at first, but their effect will be nothing short of a miracle. 

To conclude, crises exist in different dimensions of our lives. Having the nose to smell them from a mile away, is good. But in case we miss it, and open the door only to find it there-start with the two and create more strategies for the events that will follow. A crises usually triggers a chain reaction.

A recent study by the Holmes report, indicated that creativity is growing in importance among those in the communication and/or public relations profession. The rest of the ploys will depend on your creativity and the crisis at hand. Since I have gotten you started, let your creative juices flow!