PR Watchdog

The TIMES OF ESWATINI recently came under fire for using the phrase ‘at least’ when reporting about a South Korean plane crash that claimed ‘at least’ 179 lives. Many people accused the newspaper of misusing the phrase and of being ignorant and insensitive. But why do journalists use this phrase in question?

Journalists often use the phrase “at least” to indicate a minimum figure, amount, or number while leaving room for the possibility that the actual value could be higher. This phrase is commonly employed when reporting facts or statistics that are still being verified or are expected to change. Here’s how and why it’s used:

1. Reporting Uncertain or Developing Situations

Journalists use “at least” in scenarios where information is incomplete or evolving. For example:

“At least 20 people were injured in the explosion.”

This conveys that 20 injuries have been confirmed, but the number could rise as more information becomes available.

2. Conveying Conservatism in Estimates

It provides a cautious, fact-based approach, avoiding the overstatement of figures:

“The damages will cost at least $1 million.”

This suggests that $1 million is a conservative estimate, and the final cost could be higher.

3. Maintaining Credibility

Using “at least” helps avoid definitive claims that might later be proven incorrect:

“At least five homes were destroyed in the wildfire.”

This keeps the reporting accurate while acknowledging that the situation might worsen.

4. Contextual Emphasis

It is also used for rhetorical or dramatic emphasis, especially in headlines:

“At least 10 reasons why this policy could fail.”

In such cases, the phrase heightens the impact of the content being presented.

Tips for Using “At Least” in Journalism

Ensure the base figure or fact is verified before using the phrase.

Avoid overuse, as it might dilute the precision of the report.

Update the story as new information emerges, refining the estimates if possible.

The judicious use of “at least” helps journalists balance clarity, caution, and credibility, especially in fast-moving or uncertain news environments.

Participants in a survey conducted by Journalist, Mciniseli Kunene from the PR Watchdog, prefer using Eswatini Mobile over MTN Eswatini when it comes to accessing the Internet.

The survey that was conducted on 25 November, 2024 revealed that despite being introduced in 2017,Eswatini Mobile is now the ‘people’s darling’ due to their affordable and competitive plans that suit a variety of budgets.

“I only use MTN for Mobile Money. Konkhe lokunye kuka Swazi Mobile. Nguye lo accomodate imadlana yami,” said one of the participants.

Eswatini Mobile proved to be popular as 72.7 % of the participants sided with the company while 27.3% prefer using MTN Eswatini.

“I  use MTN.I don’t have a Swazi Mobile Sim Card. The quality of their calls is poor,” said another participant who revealed why he is sticking with the ‘Team Yellow’.

MTN ESWATINI HAS STRONG SIGNAL STRENGTH

Despite not being the most used telecommunications company by participants, MTN Eswatini was hailed for offering strong signal strength in urban, suburban and rural areas. About 98% of the participants agreed that MTN Eswatini has Low Downtime: minimum interruptions in service and has a superior Internet speed when compared to their competitors.

“Team MTN for data and Swazi Mobile for voice calls.Ngendlela lengi impatient ngayo angikhoni lanesigicika lelisondvo laka Swati Mobile or lokujubajubeka kwe network,” said another participant.

MTN ESWATINI IS THE MOST SOCIAL RESPONSIBLE COMPANY

When asked who has the best Corporate Social Responsibility activities between MTN Eswatini and Eswatini Mobile, participants stated that MTN Eswatini takes the cup. Worth mentioning is the fact that MTN Eswatini currently sponsors the Eswatini Premier league, has the 21 Days of YellowCare annually, and has partnered with the Junior Achievement and SEDCO in offering entrepreneurship trainings to the general public.

The Eswatini Observer reported that this year, “MTN Eswatini 21 days of Y’ello Care campaign kicked off with the renovation of 4 classrooms at Sitsatsaweni Primary School. The infrastructure was damaged by one of the storms last year.”

PARTICIPANTS DIVIDED ON WHO HAS TRANSPARENT BILLING

When it came to transparent billing: no hidden costs and unexpected charges, participants punched holes on both telecommunications companies. The participants accused both telecommunications companies of having the tendency of having hidden costs that are evident in the mysterious disappearance of their airtime.

“Whenever I load airtime in either of these two companies, E2 or E1 goes missing and I only discover that whenever I try to buy data bundles and clear explanation is given,” said one user of both telecommunications companies.

THERE IS ROOM FOR IMPROVEMENT

Participants when asked to offer recommendations on what both telecommunications companies can do to offer them a 10/10 customer experience, did state that there is still room for improvement.

Eswatini Mobile has been advised to continue improving their network coverage throughout the country. On the other hand, MTN Eswatini has been advised to consider reducing the costs of their data bundles.

“Eswatini Mobile must work on their network coverage as we are suffering whenever we are in the rural areas. MTN on the other hand must reduce the cost of their data bundles that get depleted faster than lighting,” said another participant.

N.B The views shared on this article are not the views of the researcher but the views of the participants who voluntarily participated in this survey.

Many people from the Kingdom of Eswatini are ready to migrate to the United States of America in search of greener pastures. This is why recent Facebook posts by Mr. Tshapelo Ginindza about available job opportunities and agencies that can be used when applying for overseas jobs have attracted a lot of interest.

One of the most important requirement for one to get a job overseas is a Curriculum vitae or resume(there is a slight difference between the two). But with different cultural expectations and preferences, it’s essential to understand what makes a U.S. resume stand out. This is why the PR Watchdog has conducted research on the accepted CV format in the United States of America.

THE REVERSE-CHRONOLOGICAL ORDER IS MORE POPULAR

There are three standard formats for resumes in the U.S. — the chronological resume, the functional resume and the combination resume.

The most popular U.S. standard resume format is the chronological resume format, which highlights relevant work experience in reverse-chronological order. This means that it start by listing your latest job and your responsibilities instead of starting with your very first job.

WHAT NOT TO INCLUDE IN YOUR RESUME

The founder of PR Watchdog once posted what should not be included on a resume as per the advices of experts. It was a subject for debate but it is worth mentioning that there is no size fit all. Here is what to consider leaving out in your Resume:

1. Leave out your personal address: Remember that you are in Eswatini and you are applying for an overseas job where proximity doesn’t matter. The rise of remote work has deemed personal addresses irrelevant. It is sufficient to state your city and country of origin so that the recruiters can know where you are located.

2. Do not include your photo: It is an open secret that there are now templates that allow one to include their picture but in the United States, as stated by experts, it is not mandatory. You can face prejudice due to your physical appearances (with discrimination rife in the USA). You can include a photo if you are applying for a job under selected creative industries like modelling and acting.

3. Age or date of birth: Age is not a factor in determining your ability to perform a job. Including this information can lead to age discrimination. It’s best to focus on your experience and skills. Remember that some employers can make exceptions even though you may not meet the age requirements. You can reveal your age at a later stage during the interview which will give you the chance to convince the recruiters that you have what it takes to excel in the role you are applying for.

4. Don’t include your marital status or number of children: Including your marital status or number of children you have might affect your chances of getting hired. You have seen posts by Mr Ginindza specofying that if you have children you don’t qualify for certain jobs if you have children and who knows, maybe focusing on your skills and experience will work in your favour and override this requirement.

Conclusion

At PR Watchdog, conducting researches on such important information remains one of our key duties. It is worth mentioning that job seekers must pay attention on the job requirements in order to determine if they are supposed to submit a resume or a CV. There is a difference between these two and we will unpack that later. Also, it is important to note that references are no longer mandatory in the USA unlike in other countries like Eswatini. Stay tuned for the part where we will unpack what to include in your resume.

N.B Kindly note that the PR Watchdog is a Public Relations and Marketing Agency that also offers CV and Resume writing services. We are not an recruitment agency but merely  an agency that can assist you in coming up with a winning CV or Resume.

For far too long, the noble Public Relations profession in Eswatini has been underestimated by various stakeholders. Many people did not know what Public Relations is and there have been many misconceptions about this profession.

Kelly Ehlers states that: “Public relations has always been an elusive industry that many people don’t know how to categorize, and the evolution of the social media landscape only blurs the lines even more.“

WHAT IS PUBLIC RELATIONS

Scholars have drafted many definitions of Public Relations but allow the PR Watchdog to borrow the definition adopted by the Public Relations Society of America: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

WHY PR IS ON THE RISE IN ESWATINI

Having defined what Public Relations is, allow the PR Watchdog to share why Public Relations is finally on the right track in the tiny Kingdom of Eswatini:

THE FORMATION OF A PR PROFESSIONALS’ BODY

The reason the Public Relations profession has developed in other countries like the Republic of South Africa is because of the formation of  associations like the Public Relations Institute of Southern Africa that not only provide guidance to members but also organize events meant to capacitate members while creating networking opportunities. It is now pleasing to note that even in the Kingdom of Eswatini, there is a Public Relations professionals’ body that was formed in 2020. The founder of the PR Watchdog, Mr. Mciniseli Kunene is one of the pioneers of PRISA Eswatini Chapter alongside seasonal PR Practitioners like Mr.  Mandla Luphodvo, Mr. Sibusiso Mngadi, Ms. Sphiwe Mohammed, Ms. Praise Tarvawisa, Bertha Sithole, to mention but a few. This body has brought together over 100 PR Practitioners and has allowed graduates to easily connect with experienced Practitioners. A Graphic Designing Course has already been implemented by PRISA Eswatini whereby many PR Practitioners were equipped with graphic designing skills. This shows that the body has been one of the key missing puzzles in the PR sector in Eswatini.

AVAILABILITY OF PR COURSES IN LOCAL UNIVERSITIES/COLLEGES

The availability of Public Relations courses in institutes of higher learning is another factor that has led to the improvement of the profession in the country. Those who are interested in enrolling for a course in Public Relations no longer need to apply in foreign universities, as local universities like: the University of Eswatini (UNESWA) , Limkokwing University of Creative and Technology, and AMADI offer accredited Public Relations courses. The ability by these institutions to produce competent PR Practitioners who match the international standard is applauded by the PR Watchdog and to add icing on top of the cake, even up-to-date, many emaSwati still enroll in foreign universities which is also a step towards the right direction.

MORE PR VACANCIES

During the civil unrest in 2021, the government of Eswatini was heavily criticized for hiring a South African based PR firm to fix the country’s reputation and image. Of late, the government seem to have learnt to entrust local PR Practitioners which is why every government Ministry has a Communications Officer. In the past, it was only the government’s spokesperson who was handling the PR aspects of all the ministries. Furthermore, Organizations have also come to the party which is why there have been many Public Relations or Communications specialist vacancies that have been advertised of late. This makes the profession to be marketable and by the look of things, PR Practitioners who were adopted by other departments like Marketing and Sales might find themselves returning to serve under this noble profession again.

Conclusion

The PR Watchdog notes the progress made by the country when it comes to the Public Relations profession. But there is room for improvement. The need for Public Relations fanatics to come together and continue uplifting this noble profession is beyond measurable doubt. Through a body like PRISA Eswatini, PR Practitioners can be able to improve their field of study. There is need for local researches on the Public Relations issues so to be able to develop literature for scholars and investigate PR phenomena; need for more PR trainings in order to ensure that PR Practitioners have what it take to remain relevant in the Artificial intelligence era.

The likes of Henry ‘Shushu’ Mthetfwa, Macumbacaleke, Mabulalehleka and Wandile ‘Bin-Laden’ Mdluli, are probably turning on their graves after the dismissal of Manzini Wanderers’ protest against Denver Sundowns by the Premier League of Eswatini’s disciplinary committee.  This verdict that was made just after 12 midnight on 02/July, 2024 subsequently means that the ‘Weslians’ will be relegated to the National First Division for the first time in their 57 years of existence.

Manzini Wanderers, a team that was formed in 1957 and was once used as the barometer of local football and has been dumbed as the ‘crowd pullers’ in the country seem to be wandering in the same trajectory taken by the once mighty Boston Wanderers, who have been struggling to reclaim their English Premier League status over the past few years. Bolton Wanderers is currently plying their trade in the third tier division, the League One.

But what has caused the downfall of the once mighty Manzini giants that used to send shivers down the spines of their opponents while dishing out football lessons and lifting trophies for fun? Is it the fact that the term ‘Wanderers’ is a curse in the football circles? With Wolverhampton Wanderers (Manzini Wanderers was named after this club back then in 1959) still plying their trade in the English Premier League, that superstition is dismissed just like the protest lodged by Wanderers against Denver Sundowns’ for fielding a player (Jimoh Moses) who had no valid working permit.

We at PR Watchdog cannot begin to fathom the sorrow that has engulfed the ‘Weslians’ in the wake of this judgement. The fans, players, management and all stakeholders of the Maroon outfit surely cover their eyes in horror and in disbelief . What makes matters worse is that the club’s legends and supporters have previously predicted that if the team is chopped from the Premier League, chances  of the club reclaiming their rightful place on top of the food chain are next to none thus taking the same trajectory Bolton Wanderers has embarked. This club has been sending SOS to the Premier League and other stakeholders hoping for someone to rescue them but all in vain.

WHERE TO FROM NOW

In the midst of a crisis, that is where brands get to reveal their true colors. In Public Relations, there is an adage that says: never let a crisis go to waste. It is not over yet for Manzini Wanderers and luckily they have a pool of case studies involving the fall and rise of football clubs  locally and internationally. From Mhlambanyatsi Rovers F.C to Bolton Wanderers, the ‘Weslians’ have the chance to learn from other teams’ failures.

Here is what we suggest should be done as PR Watchdog to make Manzini Wanderers great again:

1. Call for a ‘ Manzini Wanderers Indaba’ whereby stakeholders can convey to discuss the latest developments in the club. Ensure that during this meeting, the tail does not wave the dog.

2. Kick-start the ‘Save Manzini Wanderers’ campaign’ targeting stakeholders like supporters, Manzini businesses, and potential sponsors. Host fundraising events and allow people to donate.

3. Have a concrete management team that will know their roles. If it costs, selecting a task-team to revive the Manzini Wanderers brand would be the much needed dosage to save this club. Put fans and the elders who claim to own the team to order. No one will be interested in investing in the club as long as the tail is waving the dog. This leadership crisis is what got the team to where it is today- no clear hierarchy. If the team is to make a comeback, something must change. A Wiseman once said that you cannot expect new results if you continue to do the same things.

Conclusion

It is not yet over for the ‘Weslians’ until the fat lady says so. Big clubs around the world like JuventusF.C have been relegated but they managed to make a comeback. It is time for Manzini Wanderers to put their house in order. Failure to adopt and implement crisis management plan will result to the team suffering a natural death just like other great football clubs in the country who include: Mhlambanyatsi Rovers, Eleven Men in Flight,and Kwaluseni Dribbling Wizards. ‘Wazza-Wazza sinitsadza nonkhe’

As emaSwati continue to celebrate a young dancer by the name of Ndoniyamanzi Luhlanga who won a silver medal in the Dance Word Cup, the PR Watchdog is pretty sure that most organisations in Eswatini regret not sponsoring the young athlete. We at PR Watchdog have observed that many organisations in Eswatini have been shying away from sponsoring athletes and hopefully the heroic of Ndoniyamanzi will soon change that.

There are in-fact many benefits that come with sponsoring athletes who are excelling in their crafts. This is why formidable brands like Nike and ADIDAS have fully embraced the culture of sponsoring athletes who are a force to be reckoned with. The Return Of Investment (ROI) has been incredible to say the list.

Kantar data states that 74% of consumers feel more loyalty to a brand that’s involved with sport and, similarly, The Playbook suggests that 63% are more likely to buy from a brand that aligns itself to something they’re passionate about.

With many scholars in the Public Relations and Marketing field backing sponsoring athletes as one of the most important steps organizations can make, the PR Watchdog has identified a few reasons why organizations in Eswatini should sponsor athletes or sporting activities in the near future: 

INCREASES BRAND AWARENESS

one of the primary marketing objectives and goals of organizations is to raise awareness about their brand. By associating themselves with events or athletes who are shining, it goes without saying that this goal to raise awareness is achieved.

In the case of Ndoniyamanzi, her pictures are spreading like wildfire on social media but there is no brand that is gaining except  for the country’s image as she has been uplifting the Eswatini flag. Can you imagine the positive impact this would have had to a company that dressed her for the Dance World Cup? Phew! What a missed chance.

Sponsoring teams and individuals drives excitement around the brand

Truth be told, most emaSwati didn’t know about the existing of a Dance World Cup out there until Ndoniyamanzi’s heroic which has now brought excitements amongst them. That is the power of sports as many scholars have attested that sporting activities have the power to unite a nation.

We have seen how the schools’ soccer games in the country always drive excitement that is centred around Instacash, a new mobile money company that is taking the country by storm. It goes without saying that the news of Ndoniyamanzi bringing home a medal would have had the same impact on any organisation that sponsored her trip to the World Dance Cup.This excitement is crucial in the architecture of a brand’s image.

Sponsoring athletes can lead to increased sales

Many organizations, except for NGOs, are always concerned with making profits. They make profits through sales. By sponsoring athletes or teams that are shining, many organizations in the world always trend carefully to ensure that they venture into activities that will lead treao the Return Of Investment (ROI).

It is an open secret that during sporting activities, brands that have supported the cause will be visible this leading to the generating of sales. When Ndoniyamanzi comes back, we are sure that there will be a Thanksgiving celebration and those who sponsored her will surely have the chance to showcase their products or services. The only organizations that can have that privilege is the Princess Temtsimba’s foundation and the  Eswatini Sports and Recreation Council who sponsored her trip to Prague the Capital city of Czech Republic. These two organisations are not after sales compared to the organisations that are out there competing for a larger portion of the market share who will now have to be reactive by awarding her if they want to ride on her success!

Conclusion

We at PR Watchdog Eswatini can boldly predict that organizations will review their sponsorship strategies after missing out on the chance to ride along the success of the current national gem, Ndoniyamanzi. There are just too many benefits of sponsoring athletes who are excelling in their crafts as that can also turn them into brand ambassadors and lead to increased traffic to their social media pages and websites. Not everything is lost through in the case of Ndoniyamanzi as organizations can come  through to sponsor her in one way or the other. After all, at PR Watchdog we believe that the best best time to plant a tree was 20 years ago and the second best time to do so is now. We take our hats off for this astonishing accomplishment by this gem who ooze unmatched confidence that will make her a force to  confidence

Social media has undoubtedly transformed the way people interact and communicate, enabling the formation of digital communities around shared interests. Among these communities are social media gossiping groups, where individuals discuss and share rumors, speculation, and potentially damaging information about public figures and brands.

In the tiny Kingdom of Eswatini, the formation of a controversial Facebook group dubbed ‘Men’s House’ in order to rival ‘The Ladies House’ has been the talk of town and has been met with mixed reactions from the public. Even the Times of Eswatini, one of the leading local newspapers couldn’t resist the urge to report about it on the front page. “CONCERNS OVER NEWLY-FORMED MEN’S HOUSE,” read the headlines. The formation of many gossiping groups on social media should be a cause for concern for the Public Relations fraternity. Truth be told, the repercussions of these groups on public relations can be far-reaching, impacting the reputations and relationships of individuals and organizations alike.

One significant way social media gossiping groups affect public relations is by fueling the proliferation of misinformation. Many scholars agree that one of the negative impacts of social media has been the widespread of misinformation even on life threatening phenomenals like COVID-19. In these groups, individuals often use catchy headlines and sensationalized statements to grab attention and generate engagement, prioritizing virality over accuracy. As a result, rumors and unverified information can quickly spread like wildfire. This spread of misinformation can have severe consequences for public figures or brands, with potentially damaging narratives taking hold in the collective consciousness of social media users. PR professionals find themselves confronted with the daunting task of managing and debunking these rumors while simultaneously protecting their client’s reputation.

Moreover, social media gossiping groups contribute to the erosion of trust between public figures or brands and their audiences. As these groups thrive on controversial and scandalous content, they often speculate about the motivations and integrity of individuals and organizations, fostering an environment of skepticism and suspicion. Consequently, public figures and brands may find that their credibility takes a hit, as even dubious claims can taint their reputations. Rebuilding trust in such an environment becomes an uphill battle for PR professionals, who must employ strategic communication tactics to regain public confidence.

Also, the employees of many brands are not safe from being dragged on these social media gossiping groups thus causing a headache to every Public Relations practitioner. Organizations no longer know what to believe about their employees who are constantly posted on the groups and linked to all kinds of atrocities that go against many brands’ policies. The quagmire of whether to believe these rumors or ignore them sends shivers down the spine of every Public relations practitioner.

Furthermore, the sheer volume of content generated by these groups necessitates constant monitoring and agile responses, demanding significant resources and time investment from PR professionals. Navigating this constantly evolving landscape requires a nuanced understanding of social media dynamics, a commitment to transparency, and an ability to engage effectively with vocal and influential social media users. Since its inception, ‘the Men’s House’ has over 49 000 members while the ‘the Ladies House’ has over 46 000. To make matters worse, in the aforementioned groups, there are over 20 posts per day from various members thus making it hard for PR practitioners to keep up with the posts.

Albeit, there are various negative impacts of these social media gossiping groups, public relations practitioners must adapt to mitigate the effects of social media gossiping groups. One viable approach is to proactively engage and monitor these groups, seeking to understand their motivations and leveraging the power of influencers within them. By identifying key individuals and establishing trust-based relationships, PR professionals can potentially influence the narratives circulating within these groups, reducing the impact of damaging and false information. Additionally, inspiring conversation around positive aspects of public figures or brands and employing strategic messaging can help redirect the group’s focus away from harmful speculation, steering the conversation towards more constructive and accurate discussions.

In conclusion, social media gossiping groups have a profound impact on public relations, with potential consequences ranging from misinformation proliferation to an erosion of trust. PR professionals face significant challenges in managing these dynamics, requiring them to respond swiftly and effectively while protecting the reputation of their clients. Despite the complexities involved, engaging with these groups strategically and seizing opportunities for positive interaction can help PR professionals reshape narratives, regain trust, and safeguard their clients’ reputations in the fast-paced and ever-evolving realm of social media.

Should brands be worried about the mushrooming of social media gossiping groups or should downplay their effects? Do share your views on the comment section.

As the world celebrates public relations practitioners for ensuring that brands continue to build mutual beneficial relationships with various stakeholders, it is worth mentioning that the time for them to take their right seat is long overdue. In the Kingdom of Eswatini, PR practitioners are known as ‘bomahlal’esangweni’ which creates the impression that they are the gatekeepers in organizations; responsible for controlling the flow of information both internally or externally.

To be frank, being at the gate is not the rightful position of public relations practitioners as they deserve a seat at the highest decision making table of every organization. There are many reasons why they should be elevated and be allowed to have a voice in the decision making processes. Here are some of the reasons why Public relations practitioners should be given managerial positions compiled by the PR_Watchdog team:

Firstly, Public Relations practitioners possess strategic thinking skills required in managerial positions. Their ability to anticipate potential issues, draft crisis communication Management plan, plan and execute events and navigate through complex situations makes them a valuable addition to any managerial team. They can analyze situations from multiple perspectives and devise plans to mitigate risks and take advantage of opportunities. This strategic mindset enables PR professionals to align their communication efforts with the organization’s overall goals effectively. It goes without saying that organizations have gems in their disposal that can make them a force to reckon with.

Secondly,it goes without saying that Public Relations practitioners excel in building and maintaining mutual beneficial relationships which is crucial for successful management. Their ability to connect with: the media, customers, investors,employees, to mention but a few,proves beyond doubt that they have earned their seat at the highest decision making table. 

Furthermore, they are the first line of defence whenever the decisions made by organizations backfire. Many a times, management make controversial decisions without analyzing the risks thus risking causing a crisis that can cripple an organization. As one Public relations practitioner once said,”It takes 20 years to build a reputation, and only 20 seconds to destroy it.” A decision made in a 5 minutes long meeting can destroy the reputation of an organization. Therefore, organizations must grant Public Relations practitioners a seat at the table in order to be able to offer advices on how to avoid hitting a snug or a potential crisis in the near future.

Moreover, PR practitioners are highly goal-oriented individuals. They continuously strive to achieve organizational objectives and can align their communication efforts with these goals. Whether it is increasing brand awareness, improving public perception, or promoting a new product, PR professionals understand the importance of measurable outcomes. Their goal-oriented nature allows them to assess the impact of their actions and adjust their strategies accordingly to achieve the desired results. 

Lastly, PR practitioners serve as brand ambassadors, representing the organization to the public. Their expertise in managing both the internal and external communication processes directly impacts the organization's brand equity. By embodying the organization's values and effectively communicating its messages, PR professionals become crucial advocates who shape public opinion and foster positive relationships with stakeholders.

In conclusion, public relations practitioners have the necessary skills and capabilities to occupy managerial positions within organizations. Their ability to effectively communicate, manage reputation, think strategically, build relationships, pursue organizational goals, and act as brand ambassadors make them valuable assets. Recognizing and capitalizing on these talents will contribute to overall organizational success and ensure the smooth functioning of an organization in today's highly dynamic and interconnected world.

Do you think Public Relations Practitioners have done enough to earn a seat at the highest decision making table?

 
In the digital era where social media has become an integral part of many individuals’ lives, businesses can greatly benefit from utilizing these platforms for brand promotion and customer engagement. Even in the Kingdom of Eswatini, brands have been visible on social media sites like: Facebook,Twitter,Instagram, LinkedIn, to mention but a few. A step to the right direction that surely strikes the chord of any marketing and communications specialist.

However, with the widespread adoption of social media comes the peril of brand impersonation, wherein unauthorized entities create fake profiles or pages to deceive consumers. This move by the bogus entities have been a cause for concern in local brands and we at #PR_Watchdog have since identified the issue of brand impersonation as an emerging crisis that should be addressed before it escalates.

The #PR_Watchdog crew has come-up with advices on how to overcome brand impersonation in the tiny Kingdom of Eswatini- the mandate of the #PR_Watchdog is to analyze, advice, and critic the PR and Journalism industry in the country after all.

Firstly, brands must understand the threat in order to combat brand impersonation effectively. Turning a blind eye on the mushrooming of fake accounts should not be an option in businesses. They must first acknowledge the gravity of the threat it poses. Brand impersonation not only harms a company’s reputation and customer trust but also exposes consumers to potential fraud and scams. Banks and other entities that deal with confidential data should be worried the most as such accounts can scam customers.

Furthemore,brands should verify their social media handles at all cost. Social media sites like Meta (Facebook) and Twitter allow individuals and companies to verify their companies at a fee as long as they are eligible. Having a verified account makes your account unique and trustworthy as shared by many studies. It is quite disappointing to note that most brands in Eswatini are yet to have their social media pages verified. A research conducted by the #PR_Watchdog has uncovered that brands with verified accounts like FNB Eswatini have almost no fake accounts registered on their name.

Moreover, brands must monitor and proactively warn their stakeholders about the existence of any fake social media account. Artificial Intelligence has introduced various social media monitoring tools that brands can utilize in order to spot fake social media accounts and their activities at any given time. Tools like: Hootsuite,Keyhole, Brand24, and YouScan can assist in tracing fake accounts. After tracing them, brands must alongside employees report such accounts to that social media site in question. The brand must continue to issue a proactive communique alerting customers about the existence of fake accounts and educate them on how to spot the authentic ones on all social media sites.

Lastly, brands must have a crisis communication Management plan at their disposal. A crisis on social media can happen at any given time and brands must not be caught off guard. In public relations, if you don’t plan, you are planning to fail. The next article on PR WATCHDOG will be about a crisis communication Management plan and its importance in every given organization. If your company doesn’t have one, it is best to engage Public relations specialists who will assist in formulating one that will ensure that your brand is better positioned to extinguish the fire that might be caused by fake accounts on social media.

Over and above, social media can make or break your brand. Therefore, it is best to always trend carefully especially with reports stating that there are over 1.3 billion fake Facebook accounts and over 90 000 fake Twitter accounts.

Do send us feedback either on the comment session or via email: mciniseli.kunene@outlook.com or by contacting us on: 7634 6319 .