THE #ODUAHGATE SCANDAL: PR NIGHTMARE OR OPPORTUNITY?
(This article was written by me for C&F Porter Novelli in 2013. I stumbled upon it again and some points still remain valid so I thought to post it... share your thoughts!)
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The Nigerian media has been agog with news of the N255m acquisition of two bulletproof cars by the Nigerian Aviation Minister, Mrs Stella Oduah. The news of the alleged fraudulent car purchase originated from Sahara Reporters but quickly escalated, both in online and traditional Nigerian media with different factors acting as fuel that stoked the fire. Whether the news report is accurate or a political strategy by interested stakeholders, this incident emphasises the importance of a Public Relations Agency to any organisation; especially high profile units and individuals that either serve the public or function on taxpayer’s funds.
What then is the difference a PR agency could bring to this ongoing media free-for-all?
Preventive PR
1. Public Relations practitioners understand that reputation is a vital aspect of any company’s image. Reputation building is therefore central in positioning an organisation in the right social standing. Showcasing a trustworthy, transparent, honest, and ethically balanced organisation is a gradual and targeted campaign facilitated by involvement of PR into the very fabric of organisational plans and projects.
2. Relationship Management between an organisation and its key stakeholders is vital both in ensuring the smooth operation of that organisation and in securing loyalty of those stakeholders for the rainy day.
3. Media Relationship and Management are also very important. This ensures that whenever something negative comes up about the organisation, editors are more inclined to pause and hear the company’s position on the issue leading to a more balanced news piece as opposed to wholly negative publicity which becomes difficult to salvage.
Damage Control
In situations where a scandal has already made its way into the press, PR offers several routes to effective damage control.
1. Stop the conversation! While the goal of leveraging positive stories is to start conversations about the client, the exact opposite is the goal in a scandalous situation. This is where good media relations come to play. Speak to relevant parties involved in escalation of the said story and gradually get the story out of the press. This takes the heat off the client.
2. Highlight and profile the positives. This is a perfect time to get industry leaders with a personal relationship or access to the client, subtly highlighting the positive activities of that client and pointing out past actions that have been morally above board. A respected veteran vouching for the client would open up a whole new conversation about the other side of that scandal. It will also provide an alternative for the media to focus on.
3. Press conferences may not always be your best friend. Facing a room full of reporters may lead to even more uncontrollable situations as press members may feed off each other’s questions generating more excitement about the scandal. The client may also be ambushed with trick questions no matter how prepped they are and that could further deteriorate the situation.
4. One on One interviews in a controlled environment are, perhaps, the most useful tool. The client is more relaxed and editors are less confrontational when offered an exclusive scoop.