By Rana El Naggar (Egypt)
Deputy Managing Director, POD Egypt
In the age of economic uncertainty and geopolitical upheavals, reputation management has been at the frontline of companies, governments and institutions worldwide. It is particularly essential in developing countries that require the international financial support of multinational institutions, but its relevance is no different for companies that are small or large. In all of its glorified definitions, Public Relations has become a crucial indicator of success for any influential campaign or project. Small businesses need to follow suit. As the growing African population looks up to start-ups for innovative breakthroughs, the foundation of the success must be trusted and transparent.
The only way to avoid PR disasters is to build trust from day one by initiating a relationship between the company and its followers or stakeholders in various ways. This could include engaging in community events, being part of policy-led conversations, and investing in opportunities to voice opinions in public. Those activities ultimately create a haven for spokespeople to represent the institution’s culture and enhance the company’s image in public, thereby protecting it from future disasters.
Companies will only be able to protect themselves from disasters if they are aware of potential threats and understand the mechanisms to prevent them from happening. This requires a lot of meticulous planning and resourceful preparation of the internal processes. These scenarios can vary from natural disasters down to corruption cases from individuals. How can we ensure accountability? What processes are in place to protect employee privacy? Are customers safe from cybersecurity? These questions must be set, reviewed and prioritised to ensure the company is protected from disasters. Companies either create these scenarios internally or hire a public relations agency to perform this for them.
More than prevention, it is crucial to understand how to respond when a crisis does occur. This plan could involve timing, accuracy, facts, and tools required in case of a disaster. Companies that streamline strategies in advance and work towards prevention will be supported by their employees and the communities they operate in, and thus, can quickly defuse a disaster and turn it into an opportunity.