No one
can accurately foresee when a crisis will happen. They are sudden and
unpredictable. The key to this is in how prepared one is to mitigate a crisis
in the first place and then manage the process of returning the situation back
to normalcy.
In the
corporate world a crisis could either tank your business or serve as a catalyst
for the improvement of business processes. Some areas prone to creating issues
which eventually turn into crises are labour, operations, and management and
environmental activities among others. Organisations need to be mindful of the
potential of sour issues going incredibly wrong.
One
organization currently facing a crisis in full bloom is Mawarko Foods. The
company is one of the well-known brands when it comes to Middle Eastern
cuisine. It is not uncommon to witness the unending queues of patrons, waiting
their turn to sample a ‘Mawarco Shawarma’ et al.
Sadly,
a recent incident involving the alleged maltreatment of staff on site seems to
have shaken the foundation of business for this company. Organisations are not
immune to crises. They need to insulate themselves from the devastating impact
that crises can cause to their brands. History has taught many of the effects
of a crisis on the reputation of organisations with the likes of Enron,
Domino’s Pizza and Johnson & Johnson.
In the
grand scheme of things, one can use the Mawarko crisis as a case study on how a
company should tackle any crisis and emerge reformed for future business
operations.
The
road to recovery starts with admitting that there is a problem (note that this
may lead to and reach damaging proportions to the brand at the initial
stage).Then a prudent switch to emergency mode and a prompt advance towards
implementing a full crisis communication strategy to ameliorate circumstances
must be pursued.
The
purpose of the crisis communication strategy is to guide the organisation’s
executives to communicate to its stakeholders and the general public on the
events that have cast a negative perception on the integrity of the company;
the crisis plan is the blue print of a clearly defined channel to alleviate
negative repercussions.
One
must always know that the media will do their job in sounding the alarm when
things go wrong; but social media amplifies a crisis exponentially at
astounding speed. This case is evidently a media crisis; it is important to
understand the issues clearly, respond swiftly and to send out consistent
messaging.
So,
how did things get so out of hand for this company?
1. Timing (delayed
response): The issue happened on Sunday February 26, 2017; the company
delayed their response (i.e. issuance of an official statement) until about a
week after. By this time, different versions of the story had taken root in the
minds of the public.
2. Breach of crisis
response protocol (the issue of spokesperson/s): It seems that there was no
crisis management policy or strategy guiding the company in handling communications
between the company and the outside world. Too many voices from the company
were giving testimonies by granting interviews on behalf of the company. The
official statement for instance, was attributed to the CEO, which should be no
crime.
However, two other staff, one is reported to be the “Public Relations Officer” and the other, a Supervisor, were heard on separate radio stations speaking on the issue and creating contradictions which undoubtedly inflamed tensions. Engagement with the media must strictly be for designated persons with the skill and approval from management.
However, two other staff, one is reported to be the “Public Relations Officer” and the other, a Supervisor, were heard on separate radio stations speaking on the issue and creating contradictions which undoubtedly inflamed tensions. Engagement with the media must strictly be for designated persons with the skill and approval from management.
3. Social
media and the missed opportunity: They missed the opportunity
to actively use social media in time to reach the public. Public mob-waves
began ganging up against the company with concerted cries from the public to
boycott all services and products of the company. The issue began to trend and spread on many other social media
platforms.
4. A
struggling statement: Aside being late, the official statement from
the company seemed wrought with contradictions. There were different accounts
to the story from the various statements in the public domain which opened the
company up for further mistrust and anger.
5. Whistle-blower Protection: This one is tricky but from the official
statement given, the company created the impression that their internal
structures were not strong. They stated categorically that though the issue
happened, and was being managed by the HR department, management only got wind
of the situation after the police
arrested the suspect.
Whistleblower protection is serious business. To ensure organiations are aware of all incidents within their walls it should offer immunity or full support and protection to staff who alert management of mishaps within the organisation.
Whistleblower protection is serious business. To ensure organiations are aware of all incidents within their walls it should offer immunity or full support and protection to staff who alert management of mishaps within the organisation.
6. The
“Lebanese company” tag: It emerged that the organisation is
Ghanaian-owned and is headed by a Ghanaian. This was announced in their
statement address and re-iterated by Lawyers for the firm during court
proceedings.
Granted that this fact is true, the company missed the opportunity to water down the “Lebanese companies exploit staff rhetoric”. Obviously, the Ghanaian public got enraged largely because the Supervisor was perceived as a hostile expatriate.
However, regardless of the origin of the company, should the organisation have had a proactive crisis management strategy or plan functioning, a large part of the company’s image could have been greatly salvaged.
Granted that this fact is true, the company missed the opportunity to water down the “Lebanese companies exploit staff rhetoric”. Obviously, the Ghanaian public got enraged largely because the Supervisor was perceived as a hostile expatriate.
However, regardless of the origin of the company, should the organisation have had a proactive crisis management strategy or plan functioning, a large part of the company’s image could have been greatly salvaged.
7. Distancing
the brand from an individual: In relation to the previous point, a clear
crisis management plan would contain the situation enough to buy time for
further investigations to be conducted. Clearly, this was an act of
indiscretion on the part of an individual which was most unfortunate but should
not have impacted the brand so.
8. Connection
between suspect and CEO: Because of the said family ties between
the CEO and the suspect, the public felt the company was trying to sweep the
incident under the carpet.
Again, the company could have been smarter with their internal investigations and indicated their readiness not to tolerate any acts of abuse or bullying from Line Manager towards their Subordinates regardless of the relationship between the alleged culprit and the owners of the company.
Again, the company could have been smarter with their internal investigations and indicated their readiness not to tolerate any acts of abuse or bullying from Line Manager towards their Subordinates regardless of the relationship between the alleged culprit and the owners of the company.
Someone
aptly summed up the actions to take when hit with media crisis and the advice
couldn’t be more concise. When handling a media crisis, be guided by these
three principles:-
1. If it cannot be explained, it cannot be
defended:- If the issue is bad, own up to it and apologize.
2. You’ve got to tell the truth; be
selective. There’s a time and place for everything. Tell the truth and as
little as you need to, but enough to please the media and the different
stakeholders interested in the crisis. This is where a PR Specialist (in-house
or retained) is needed to navigate the course of communications surrounding the
crisis.
3. When there’s a crisis, there’s also a
great opportunity: the spotlight is already on the company: use it favourably
to your advantage
Once
the public sees a concerted effort to genuinely make amends all the tension
will eventually subside.
Conclusion
Crises
communication is a product of crises management. Crises management is a
metamorphosis of issues management. Organisations need to deal with issues
before they get out of hand.
Ronald
D. Smith, author of Strategic Planning for Public Relations, 2005 gave the
analogy of issues management being somewhat similar to steering a sailboat
which runs with the wind. When the wind happens to be blowing in the direction
you want it to go you make progress against the wind.
Sometimes
you need to work to have the wind in your favour, sometimes you stall when
there is no wind; you adapt to a constantly changing environment. In a crisis,
the analogy can be likened to riding out a storm on the high seas; the best
anyone can do is drop the sails, hang on and hope the boat is strong enough to
survive without too much damage.
The Mawarko story is now included in the library of crisis communication case studies for organisations to learn lessons from and students of Communications to dissect and earn marks for exams.
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