Guest Column
Chanana Ntsomeng | Wednesday September 25, 2024 13:35
Imagine waking up to find your organisation on the front page of every newspaper and trending online for all the wrong reasons. The headlines could range from false accusations to the leak of highly confidential information, prompting the Board to convene an emergency meeting to address the crisis.
In such a scenario, how confident are you that your organisation could recover with minimal damage? What kind of reputational and brand management plan do you have in place for emergencies? Which number do you have on speed dial should anything pose a threat to your organisation's reputation?
With over a decade of experience in public relations, including time with one of Botswana’s most esteemed PR consultants, I’ve observed a few key trends. Many organisations in Botswana invest heavily in Corporate Social Responsibility (CSR) projects to maintain a “socially responsible” image. They aim to project an image of care and commitment to their community.
However, a brand encompasses much more than just its logo or what we see at face value. Often, we are called in during a crisis, when panic sets in and media inquiries flood in from all directions. Organisations turn to us for help, partly due to our established media connections, hoping to leverage these relationships to mitigate the damage.
Public relations should be an integral part of any organisation’s strategy, not just during a crisis but on a daily basis. A proactive approach to managing reputation and brand can not only protect against potential crises but also help in preventing them.
One area where many organisations in Botswana lag is digital marketing and its fundamental principles. With a population of just over 2 million and only two traditional TV channels (BTV1 and BTV2), TV commercials alone don’t offer the best return on investment. Consequently, many organisations have turned to digital platforms for broader reach.
Yet, it’s surprising that many organisations haven’t verified their most valuable digital assets. For instance, last year a corporate entity found itself locked out of its Facebook page, which was taken over by hackers who posted inappropriate content. While the organisation clarified that the posts were not from them, the incident highlighted the damage that could be avoided with proper brand and reputation management.
This example underscores the critical importance of reputation and brand management. Neglecting even seemingly minor aspects can ultimately tarnish an organisation’s image. Ensuring proper verification and proactive management of your digital presence can prevent such crises and protect your brand’s integrity.
Reputation and brand management should no longer be an afterthought for organisations in Botswana. In a digital age where news spreads instantaneously, being prepared and proactive is essential. Investing in a robust PR strategy and safeguarding digital assets are not just measures to handle crises but are crucial for long-term brand strength and credibility. Organisations that prioritise these elements are better positioned to weather storms and maintain a positive public image, ultimately fostering trust and loyalty among their stakeholders. As we move forward, let’s make reputation management a central aspect of our business strategies, ensuring that our organisations remain resilient and respected in an ever-evolving landscape.