Empower PR resources to avert the worst! A lesson from Uganda!
Uganda airlines graphic by Kezio-Musoke
Sometimes it feels like Uganda is an on-going PR crisis. In recent times an avalanche of crises happening one after another. Entebbe Airport (run by Uganda Civil Aviation Authority) needed an extinguisher after several complaints of unprofessionalism, corruption and unfairness. While social media didn’t spare the brand, days later the National Social Security Fund, a quasi-government agency responsible for the collection, safekeeping and investment of Uganda’s employee savings was battling a similar PR crisis, corruption, mismanagement et al.
While we still grappled with that, Jose Chameleon, a legendary music figure’s ‘Gwanga Mujje’ show was postponed after mother nature exposed all ill preparations, where you could easily blame the organizers. All PR disasters!
Recently two incarcerated legislators were bailed out of prison with a proper transparent court process. That was a much need piece of ‘breaking news’, needed to divert us from some of the many mentioned PR failures. Some scandals are far too scandalous to ignore, in dealing with a PR crisis, a colleague suggested that sometimes, “we (PR custodians) always pray for such breaking news to happen, to divert attention and give a breather, re-strategize and do some quick stakeholder strengthening to close gaps.”
In my response I argued that it would work best if PR resources are well empowered internally and externally (to easily tap into their stakeholders).
I passed through Entebbe airport twice (early February) and as a PR enthusiast I intentionally interacted with a couple of different employees and service providers, mainly at the Duty-Free shops. About 10 to 12 of them were aggrieved by lots of underlining issues. The service providers were fatigued, mentioning how the air conditioning system breaks almost four times a day with no hope of being fixed, despite repeated pleas.
Part of the internal PR process is getting the most out of you most obvious brand ambassadors – the internal staff. We can never practice effective PR when internal stakeholders are disgruntled. Entebbe civil aviation authority does have a spokesperson, with a great personality. He is good for the camera and well placed for radio appearances. However, does those two qualities elevate one’s PR credentials?
Here is the problem with many Ugandan institutions … having a limited access to PR knowledge. Many bosses I have previously interacted with think PR resources should be hired to simply speak and respond to media queries. When PR custodians are reduced to JUST being spokespersons instead of … or minus being involved in strategy, managing PR crises becomes an uphill task.
PR resources should at least once in a while sit at the sidelines of boardroom meetings and just listen in. To a certain extent, they should be part of the top executive committees or senior management teams. This unfortunately isn’t happening.
They should regularly interface with CEOs and periodically assess any impending crises and suggest solutions that would mitigate them. This also should be an ALWAYS ON practice that is not only activated when in a crisis. And lastly bosses need to elevate PR jobs to seniority status, that way you will get the best out of us.
