George Odenyo Litunya's

Thought Leadership
Protesting: Crisis Management
'The thief does not come except to steal, and to kill, and to destroy…’ John 10:10-New King James Version (NKJV). This is paints a picture of what to expect when a crisis strikes. Rarely will a crisis leave an organization intact: its effects are worrisome. A crisis can put a whole corporation out of business. Send thousands of people packing and destroy property worth millions. A crisis is a communications professional proverbial ‘between a rock and a hard place’.

 Of the top of my mind, I can mention several crises that have hit hard. First in line was the terror attacks, in all corners of the country: Kapedo, West Gate, and Garissa. Many lives were lost. I remember the government running short of air in their attempt to justify their legitimacy when they were failing to protect and preserve life. 

Second, came the Ebola outbreak. Despite being a global threat, it did not bring relief to individual countries. Due to the severity of the disease, it was important for the government to assure the public that it would not let the disease permeate the country. Measures to screen anyone and everyone who came in the country were heightened. Despite a few scare cases in the country, we survived.

 Then came the strikes. Medical professionals and teachers have downed their tools, not once but many times. Both times, protesting for better pay. Medical practitioners want the greater Human Resources role to remain with the National government. Whereas governors still want to hold on to this function. Despite there being cases of delayed payments for months. Oh, well.

 As far as our beloved teachers are concerned, they have not resumed school. Reason being failure by government to affect their due salary increment of 50-60%. This makes it a case of who will blink first.
 From what we gather, it is not the teachers. It is the third week and still schools remain closed. Echoing the sentiments of the government who are not budging with their ‘won’t pay, can’t pay’ phrase. Teachers response: ‘won’t teach, can’t teach.’ 

We have seen National Youth Service, officers taking to the streets with two agendas. One, to demand their withheld payments and two, demanding the removal of CS Anne Waiguru from the ministry. However, from a far, you can smell some tribalism brewing underneath. When party supporters call out on each other to back off and or as the opposition led by former Prime Minister Raila Odinga wants, get out of office.
 

Weather reports, without forgetting, have indicated the approach of deadly rains known otherwise known as El Nino. Another crisis, in the making. 

All the foregoing scenarios are clear indicators that crises are part of society and therefore us. It is only proper that we equip ourselves with the necessary resources to fight back if prevention measures fail. This article aims to equip you, as far as knowledge resource is concerned that should you ever find yourself in the midst of a crisis, then you will have the wherewithal to manoeuvre your way out.

 For every crises, there is a theory that scholars use as a basis for any decision making.The proponent of this theory Benoit W.L analysed crises and applied his theory to come up with a framework for which to combat a crisis when it happens.

 This theory: Image Restoration (Benoit, 1995) provides scholars of strategic communication a range of options to understand more clearly how and why an organization responded to a given crisis. 

 The theory incorporates five main categories: denial, evading responsibility, reducing offensiveness, corrective action, and mortification (Benoit, 1995). This analysis specifically looks at the reduction of offensiveness category and two of its subcategories: bolstering, which stresses good traits and accomplishments; and attack accuser, which reduces an accuser’s credibility and lessens their damage to reputations (Blaney & Benoit, 2001).

 Moreover, as (Clark & Delia, 1979) point out, Image Restoration Theory builds on the premise that communication is goal-centred. And that maintenance of a positive image is among these primary goals.
  • Denial,
  • Evading responsibility,
  • Reducing offensiveness,
  • Corrective action, and
  • Mortification


In the aforementioned crises: the government, source of money for the teachers, has denied having the cash and or being responsible for the teacher’s predicament. As a way of evading responsibility, the same government has tossed the ball to the Salaries & Remuneration commission to step in and look into the plight of these teachers. To try to reduce the offensiveness, we have seen the government (TSC) run to the courts to try to find fault with the teacher’s strike. A ploy, lawyer Paul Muite finds baseless.


The only two stages that remain in solving this debacle is corrective action and mortification. Eventually, the government must find a way of solving the ongoing strikes as a corrective measure. Finally, mortification.
Either knowingly or unknowingly, the government has employed the use of three of these strategies already.


Next time you are in a crisis (hopefully not), or happen to notice one: identify how these strategies have been used. Better yet, use them.


Like a fire fighter, your asbestos suit and water are in check. Go fight the fire!


Photo by Micheal Havens
The evolving nature of CSR, to sustainability, and finally to survival is quite timely. ‘The first members of the ‘future generation’ are now entering their twenties. It’s time to realize that the future is now, that sustainability is about nothing less than our survival and that ‘social responsibility’ is not only a ‘nice-to-have’ it’s am ‘absolutely-essential-to-have’, it doesn’t matter what term we use, as long as we realize that we need to change our ways NOW.’ – greeneconomypost.com

We can all relate to the definition that explains companies as living and breathing parts of society. Who would not? This definition brings with it, the idea that a company has to do what is right by the people. Just as one man is supposed to live his life in a manner that does not interfere with the other. I mean if we are sharing the same space, then we need to co-exist. Thus, the birth of communication programs such as corporate social responsibility-CSR. A way of companies letting communities know, we are in this together.


However, in a bid to do what is right by the people, this same people have found a way to corrupt this great idea and turn it into something that people desist from. Companies that are all about money, rarely last long and if they do, the skeletons in their closets are what we can term as, shocking. These are the companies, when a scandal hits and shakes the hinges of the closets: the stories that emerge can supply newsrooms with stories for weeks.

In all these, and the ever-changing landscape of operations and the tenacious pursuit of building companies that last longer, on what rock will companies anchor this vision? Allow me to draw lessons from within my closest boundaries-Kenya.

The Kenyan population has been pushed to the edge, or so I think. Issues to do with, corruption, and ethnicity will be or are the driving forces behind the many troubles facing us. The former president Moi and group aped the ostrich mentality of burying their heads in the sand. And for a long time, Kenyans lived with one another, without strife. But deep, deep down, we knew it was too true to be true! As the subsequent governments took their sits, reality dawned.

In the wake of the disputed presidential elections of 2007/08, reality hit us hard. When it was all said and done, we were a broken people. After months of violence, we agreed that we needed to move past our ethnic divisions: we stood against mass killings in the name of politicians.

But, behind the scenes, corruption was firmly cementing itself in society. The corrupt used our violence to their advantage and who knows the resources that were plundered during that period.

In 2013, when the world held its breath, thinking we would feed our country to the dogs, we chose not to.  However, this time round, the real teeth of corruption became manifest. Years into the present regime, we have had numerous reports of billion shilling embezzlement, with no follow-up on the matters. As we heal the wounds caused by ethnic clashes, we sit and watch as our monies are embezzled dime by dime.

If you thought it is in the public sector alone, let me point you to where the real looters sit: In the private sector. Mumias Sugar Company, Uchumi, and the glass shattering loss of 25.7 billion shillings by Kenya Airways support my claim.

Amidst all this confusion, the question lurking in the minds of every concerned party is; what type of company will last longer? Answer: the company that will join the people in fighting against social injustices.

I know it sounds incomprehensible, since most companies prefer being spectators in the political games. However, the company that will go out of its way to support the people and be the voice of reason when the rest, conform:  is the company that will last longer and forever. If not in their day-to-day operations, then at least in the hearts of the people.

Today the hot button issue is corruption. Tomorrow it will be something else. How can companies, the one whose vision is to last longer, make a solid contribution? Using the many communication channels, companies can brainstorm on creative campaign concepts that speak against vices such as corruption.

A campaign, smeared all over the media-telling people to change their ways, by first: refusing to bribe officers and two: seeking legal redress on the lords of corruption is enough to win the people’s hearts.

Moreover, as we know, companies need people for their well-being. Both within and outside it as employees and customers. I know there are predictions of having robots replace us in the labour market: but it is an idea whose seriousness has not been considered with due gravity! Once you touch the hearts of a people, you have them for life. It is more like love. Go through the heart and you have her.

Which company thinks they are ready for CSR reloaded?

Safaricom continues to dominate the telecommunications market. I predict that it will continue to for a long time. If rumours are, true and they do venture into broadcasting (TV) then more products for the masses to enjoy. As I write about this, Safaricom has terminated and sought prosecution of 58 of her employees for fraud. What company has ever been bold enough to act in such a manner? By ridding the enemy within, you stand a chance of waging war on the enemy outside. Why? Because you know, you have nothing to hide.

The calm nature of Kenyans does not mean that all is well. Unlike Israelis, who from a young age are taught to stand up to authority: Kenyans are socialized to worship authority and do as they are told, even when they know it is to their detriment. Years later, the difference is clear as day.


Kenya is in the Intensive Care Unit (ICU) and the assailant, Corruption is at large. Who will bring this beast to justice? Its time, companies assumed roles, no one has thought of giving them. Suppose, Safaricom was to stand up against corruption on a larger scale: after cleaning its house and wage war on corrupt politicians, could things improve? CSR 3.0, just a thought.
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