Navigating Crisis Communication: Lessons from Safaricom's June 2024 Response

By Aura Joe , [email protected]?

The anti-government protests on June 25, 2024, thrust Safaricom PLC , Kenya’s leading telecommunications provider, into the limelight for its role during the unrest. With public scrutiny intensifying, Safaricom’s crisis management strategies have been both praised and criticized. This article explores the company's actions, highlighting what they did well, where they fell short, and how they could have improved their approach to crisis communication.

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What Worked: Transparency and Action

Clear Communication:

Safaricom’s Chief Executive, Peter Ndegwa, promptly addressed the public by explaining the reduced bandwidth and outages users experienced. Providing a technical explanation helped to maintain transparency and counter misinformation. Clear communication is crucial in crisis management as it fosters trust and assures stakeholders that the company is actively working to resolve the issues.

Empathy and Support:

In response to the backlash, Safaricom launched the #GenZforGenZ initiative, donating KSh 15 million to Kenyatta National Hospital to aid those injured during the protests. This gesture demonstrated empathy and a commitment to supporting the community, a key component of effective crisis management.

Engagement with Stakeholders:

Through the #GenZforGenZ initiative, Safaricom made efforts to rebuild trust with its Gen Z audience, a demographic significantly impacted by the crisis. Engaging with stakeholders who shape public opinion is essential for managing reputation and mitigating damage.

Addressing Data Protection Concerns:

In response to public concerns about data privacy, Safaricom released an official position on the matter on their social media platforms. This letter aimed to clarify their stance on data protection and reassure users about their commitment to safeguarding personal information. This step was crucial in addressing one of the major public concerns during the crisis.

?What Didn’t Work: Persistence of Public Outrage

Despite these efforts, Safaricom?has?faced persistent public outrage. The company’s actions did not fully address deeper concerns, particularly allegations of government interference and suppression of freedom of expression. The #BoycottSafaricom hashtag continues?to gain traction on Twitter and TikTok, reflecting ongoing discontent.

?What Could Have Been Done Better: Addressing the Root Causes

1. Proactive Engagement with Critics:

Instead of merely explaining technical issues, Safaricom could have proactively engaged with activists and influencers leading the boycott. By addressing their concerns directly and involving them in solutions, the company can mitigate some of the negative sentiment and demonstrate a willingness to understand and resolve public’s grievances.

2. More Direct Acknowledgment of Concerns:

While Safaricom addressed technical aspects and data protection, a more direct acknowledgment of the public’s concerns about government interference would have been beneficial. A commitment to protecting user rights and freedom of expression might have helped alleviate some of the outrage.

3. Building a Long-Term Strategy:

The crisis provides?an opportunity for Safaricom to develop a long-term strategy focused on transparency, user rights, and ongoing public dialogue. Implementing measures to prevent future issues and engaging in continuous communication will strengthen the company’s reputation and rebuilt trust over time.

?Conclusion

Effective crisis management involves more than addressing immediate concerns; it requires understanding and addressing the root causes of public outrage. While Safaricom took some commendable steps during the crisis, such as clear communication, empathy, and addressing data protection concerns, these efforts were insufficient to fully quell public anger.

At Crestwood, we understand that crises are inevitable, but how you respond can make all the difference. By learning from the experiences of others and implementing best practices in crisis management, businesses can protect their reputation, maintain public trust, and ensure a swift recovery. Effective crisis management is not just about damage control—it's about turning challenges into opportunities for growth and improvement.