PR Watchdog

Organizations that strive to be the leaders in their fields have adopted the culture of hosting events. Events allow an organization to: get their name out there; advertise and market their products and services; connect, interact and network with various stakeholders; and increase brand recognition. This is why hosting events in organizations is not just the duty of the marketing department but also falls under the scope of the public relations department.

In the Kingdom of Eswatini, organizations seeking to host events have been facing a quagmire of ‘culture boycott’. Spearheading the campaign for boycotting events hosted in Eswatini has been the mass democratic movement (MSD). Marketers and public relations practitioners can write a book about the year 2021, where many South African artists ended-up withdrawing their services in many local events. Who will forget how Mafikizolo and Sjava pulled out of the Luju festival? It all seemed doom for local events organisers as the calls for boycotting events reached unprecedented heights. Albeit the reasons to boycott local events can be traced back to the political landscape of the country at PR Watchdog, we will focus on how Public relations strategies have been crucial in ensuring that organizations continued to host successful events.

One of my mentors once said that PR practitioners excel in times of adverties by borrowing from the words of James Dean: ” I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.” Here are some of the PR tactics that were utilised in the event sector:

FORM STRATEGIC PARTNERSHIPS WITH THE MSD

Public Relations is all about forming mutual beneficial relationships with various stakeholders. Perhaps, let us define what is a stakeholder. According to various scholars, a stakeholder is any person or group of people who have an interest in an organization or phenomenal and their actions affect the organization or phenomenal directly or indirectly. The calls to boycott the events hosted by various organizations in Eswatini surely affected the outcomes of the events as there was a decrease in the number of attendees and many artists pulled-out after being pressurised. Such partnership was seen when the Eswatini Solidarity Fund was given the chance to fundraise at the Bushfire and the Luju festival’s 2022 editions, respectively. The Eswatini Solidarity Fund is one of the non-profit making organizations that assisted the victims of the 2021 unrest in Eswatini. This surely strike the chord of some of the key players in the MSD and shows commitment by organizations in social issues.

FORMULATE THEMES THAT ALIGN WITH THE MSD

According to various reports from human rights watchdogs, Eswatini is one of the countries that stands accused of gross violation of human rights. Therefore, any event that provides the platform to advocate for human rights in eSwatini will be welcomed with warm hands by those calling for democratic reforms. At the 2023 Bushfire Festival, the event organisers partnered with United Nations in tackling key issues which include Freedom of expression as a build-up to the Bushfire Festival. Panelists well versed on human rights in the country were invited to partake in a live dialogue that was themed: The right to have a voice. We take a bow, well played MTN Bushfire!

To be Frank, there have been many PR strategies utilised to handle the crisis of ‘culture boycott’ that ended up affecting many major events that have been crucial in creating formidable brands in the country. There will surely be more of these PR strategies in the near future. This is why it is crucial for organizations to engage PR practitioners whenever they are looking to host successful events.

Do you think the ‘culture boycott’ is a thing of the past? Do share your views!

Crisis management communication is a crucial component of any organization’s success. A crisis can strike at any time, and it is not always predictable. An employee or an ambassador of the brand can be the main cause of the crisis or the company can be dragged on social media by a customer who will invite thousands of others to join in the feast. Bottom line is that ‘anytime is tea time’ when it comes to a crisis.

Therefore, leaders must develop a well-crafted communication plan to mitigate the effects of a crisis. This communication plan should outline the roles of the key personnel, the medium and timing of communication, and most importantly, how to communicate with the public.

One essential part of crisis management communication is transparency. The public has a right to know the details of the crisis, and withholding information can result in a loss of trust. Leaders must strive for transparency in all stages of crisis management communication if they aim to keep the public adequately informed. When a crisis strikes, prompt and accurate communication can minimize confusion and speculation, restoring public confidence in the organization.

Another crucial component of crisis management communication is empathy. During times of crisis, the public often feels anxious and fearful. Leaders must acknowledge these emotions and express empathy to mitigate negative feelings. By showing genuine concern and care for the public’s welfare, leaders can establish a positive rapport with the public, which can be beneficial in navigating the challenges of a crisis.

Moreover, effective crisis management communication should be conveyed through multiple media channels. It enables the organization to reach a wider audience, thus, maximizing the number of people informed about the crisis. Furthermore, during times of crisis, different people prefer different communication channels. Some prefer traditional media such as newspapers and television, while others prefer modern media such as social networks and email. Therefore, utilizing multiple communication channels can ensure that the organization reaches all its stakeholders.

A collaborative approach is also a necessary aspect of crisis management communication. Whether it involves employees, partners, customers, or the general public, all stakeholders must be involved in the decision-making process. Each of these key persons brings a unique perspective that can aid in developing the most effective crisis management plan. As a result, a consensus-building approach can increase the public’s trust in the organization and lead to successful crisis management communication.

Finally, preparedness is critical in crisis management communication. The best way to avoid the negative effects of a crisis is by preparing for it on beforehand. Leaders must develop a crisis management communication plan that addresses potential risks and outlines the necessary steps in crisis management. By having preemptive measures in place, organizations can respond quickly to any crises and minimize their impact. Benjamin Franklin once said ” If you don’t plan, you plan to fail.”

In conclusion, crisis management communication is essential for organizations to maintain public trust during times of uncertainty and crisis. To achieve this, leaders must be transparent, empathetic, utilize multiple media channels, collaborative in their approach, and prepare for potential risks. By doing so, organizations can mitigate the effects of a crisis, protecting their brand reputation, and rebuilding public confidence. If you are not sure about how to go about in planning for a crisis, do engage Public Relations Practitioners who will help you draft a comprehensive crisis management plan suitable for your organization.

EmaSwati will be going to the polls in order to choose their constituncies’ Members of Parliament, Bucopho and Indvuna YeNkhundla. Those who want to stand for elections in the aforementioned positions are running helter-skatter trying to make ends meet. They need all the help they can get in order to achieve their goals. One of the strategies that they can use is engaging a public relations practitioner to assist in the election campaign.

Public relations practitioners play an important role in election campaigns. Their primary goal is to help candidates build and maintain a positive public image and to communicate their message effectively to voters. Some of the key roles that public relations practitioners play in election campaigns include:

1. Developing a campaign strategy: Public relations practitioners work closely with the candidate and campaign team to develop a comprehensive campaign strategy that includes messaging, target audiences, and tactics for reaching voters.
2. Crafting messages: Public relations practitioners create persuasive messages that resonate with voters and highlight the candidate’s strengths and positions on key issues.
3. Media relations: Public relations practitioners work with journalists and media outlets to secure positive coverage for the candidate and campaign, and to manage any negative coverage that may arise.
4. Social media management: Public relations practitioners develop and manage the candidate’s social media presence, ensuring that messaging is consistent across all platforms and that the candidate is engaging with voters online.
5. Crisis management: Public relations practitioners are responsible for managing any crisis situations that may arise during the campaign, such as negative media coverage or public relations mistakes by the candidate.

Overall, the role of public relations practitioners in election campaigns is to help candidates effectively communicate their message to voters and build a positive public image. Therefore candidates are encouraged to engage PR practitioners in order to ensure that their campaigns strike the chord of the electorate.

One of the leading commercial banks in the Kingdom of Eswatini, Standard Bank has recently announced that there will be an upgrade from Instant Money (IM) to Unayo starting from 8 June, 2023. This announcement has caused an uproar from customers who are fond of IM. Who can blame them by the way as IM has been a darling to most Standard Bank customers. “Unayo is the same as mobile money and I heard they cancelling Instant. A stupid move I must say. Business people will suffer,” said one customer on one of the Facebook posts marketing Unayo.

Let me also confess that I am one of the customers who were enjoying IM to the core. I fell inlove with this product when I was still employed by the bank as a digital activator/Banker at the Nhlangano and Manzini branches.My duties included educating customers on how to send money using IM. I have rarely used my card to withdraw money as I have always preferred using IM to an extent that leaving my card at my place of abode doesn’t worry me as long as I have full access to my online or mobile banking platforms(I can send Instant Money to myself).

Despite all the glitz and glamorous benefits of using Instant Money allow me regress and focus on why we should warmly embrace Unayo despite all the reluctancy and resistance from customers. Using the little knowledge I have acquired in my over 1 year working experience at the banking institution, I am putting my money on Unayo. Here is why:

IT WILL CREATE JOB OPPORTUNITIES

In a country where unemployment is rife, there is need for more money making opportunities. Unlike other fintech companies like MTN’s Mobile Money and FNB’s e-wallet, Standard Bank’s Instant Money has been failing to generate income for ordinary vendors. As a silver lining, Unayo will give birth to entrepreneurs who will be merchants; fascilitate cash-ins and cash-outs wherever their businesses are located. What a blessing to vendors!

EASY TO WITHDRAW OR DEPOSIT

Currently, for one to be able to access Instant Money, he/she must locate a closest ATM or branch. Customers will be relieved to note that is a thing of the past. With merchants found countrywide, including in rural areas, customers will be able to deposit or withdraw their hard earned money without travelling to towns or places that have ATMs from Standard Bank! Adding icing on top of the cake is the fact that Unayo can also be withdrawn on ATMs thus spoiling us with the choice to choose our convenient platform at any given time or place.

Not only will it be easy to withdraw or deposit on Unayo accounts but it will also be easy to access it. One can currently access his/her Unayo account using the application available on Google Playstore, USSD code (*334#) or through any of the existing Standard Bank’s digital banking channels which include the smart App, online banking and mobile banking. If one channel is not working for you, you have the choice to utilise one that will give you the much desired results.

OFFERS EASY MOBILITY OF FUNDS

You will have to agree with me that having money on your Instant Money account will not help whenever you want to buy electricity or send a potion to your loved one. With Unayo, one will have full control over his/her money and decide how to use it. It is an open secret that most fintech companies allow customers to: decide how much to withdraw( make partial withdrawals); buy airtime; buy electricity; forward money to another person, to mention but a few. Standard Bank users will be delighted to know that they will experience this at long last.

CONCLUSION

“The pessimist complains about the wind; the optimist expects it to change; the realist adjusts the sails,” once said William Arthur Ward. We have to adjust the sails and ensure that we utilise such a service that will uplift the economy. We can blame Standard Bank all we want for failure to consult customers on such drastic changes but truth be told, change was inevitable with the bank being a multinational corporation. Those privy to the culture of the bank will know that this move was beyond the control of the local management as it is the case in other countries where this bank operates. In Lesotho and Botswana, Unayo is taking over from instant Money. . Furthermore, the charges to withdraw will benefit the merchants who are trying to make ends meet! Why don’t you become a merchant and trust me, #ItCanBe.

Are you happy with the upgrade from Instant Money to Unayo? Let me know on the comment section!

You are familiar with the saying that competition is healthy right? Renowned author, Nancy Pearcy once said, “Competition is always a good thing. It forces us to do our best. A monopoly renders people complacent and satisfied with mediocrity.” Even when it comes to advertisements, comparative advertising will always set tongues rolling and will attract the public’s interest with ease. But what exactly is comparative advertising and how safe is it for brands to explore?

We at Journalism/PR Watchdog understand that there is a need to keep on educating and informing the public on such issues that can either make or break a precious brand! This is why no stone will be left unturned when it comes to comperative advertising.

For starters scholars in the advertising industry like Fred Beard (author of the book titled COMPARATIVE ADVERTISING: HISTORY, THEORY AND PRACTICE) define comparative advertising as the producing of adverts by a certain brand that mocks their direct competitor(s) directly or indirectly. In short, the advert can make mention of the other brand’s name or can use any brand identity material like colors or slogans. The bottom line is that the brand at the receiving end should be identified clearly in the advert.

Bringing it closer to home, Eswatini Mobile, a new kid on the telecommunications block recently released two adverts that appeared to mock MTN Eswatini. The adverts soon became the talk of town and made rounds on social media. It was obviously met with mixed feelings from the public with others cheering the company while others expressed fears that the company can be sued for such a move. This brings us the to the gist of the matter: what are the pros and cons of comparative advertising?

PROS

ATTRACTS THE TARGET AUDIENCE

People love controversy and will not hesitate to pay attention to any content that is mocking a rival. Even in advertising, the adverts that will be trending on social media are those that are taking a swipe on a rival company.

INCREASES BRAND AWARENESS

If you check the statistics of the two adverts by Eswatini Mobile, you will discover that they performed better than most of the less controversial adverts. The aforementioned adverts had about 1000 comments and were shared over 100 times. That brings a smile as wide as the Indian ocean on every digital marketer’s face as the engagements are impressive in a country like Eswatini.

There is no doubt that comparative advertising can make your brand easy to spot amongst competitors. The mere fact that such adverts attract throngs of people, means that even those who were not aware of your brand will develop the urge to findout more about it. This is usually beneficial to the lesser-known brands who can decide to grab a bull by its horns in their adverts by directly elevating their brands above that of the well-established ones.

In the case of Eswatini Mobile’s two adverts, the company got noticed in the few days by even those who rarely used their products. It is an open secret that MTN Eswatini has been dominating the telecommunications industry in Eswatini and if Eswatini Mobile wants to unseat MTN, such adverts should be our daily bread.

IT IS LEGAL

In the global marketing industry, comparative advertising is legal as long as it doesn’t escalate into false advertising. Yes, there have been cases whereby companies have been sued over their comparative adverts, but as long as it uses advertising puffery it will be easy to defend. Advertising puffery is the act of using vague or exaggerated claim that any reasonable person would not take it as the truth of the matter.

It is clear that the two adverts by Eswatini Mobile can be hard to prove that they are degrading their biggest rival in the country. These two brands don’t have the copyrights to use the animals in the other advert neither do they have the sole rights to use yellow or red colors. This then makes it tricky to take to task Eswatini Mobile for these two adverts.

CONS

Despite the glitz and glamorous benefits that come with comparative advertising, there are many pitfalls that should be avoided by brands as they mock their direct competitors.

NOT EVERY BRAND SHOULD PARTAKE IN COMPARATIVE ADVERTISING

While it might be tempting to partake in comparative advertising for every brand that wants to prove superiority over competitors, it is not for everyone. Some sectors are dealing with sensitive issues that can rub the audience the wrong way! Telecommunications companies can mock each other all day long but that is a privilege that cannot be enjoyed by funeral services. Can you imagine company X bragging that they bury more people than company Y? Phew!

CAN LEAD TO A CRISIS

Part of the job description of a Public relations officer is to conduct a risk assessment and ensure that the company doesn’t fall into the trap of any crisis in their line of duty. It would be suicidal for a company to engage on comparative advertising that can invite a crisis into their doorsteps. Some adverts that are shared by companies in order to mock rivals cannot resonate well with the audience who might be quick to turn the tables and use the advert to stir a crisis that can cripple the brand forever.

Judging by the comments on the two aforementioned adverts by Eswatini Mobile, it is clear that they were not well received in certain quarters. Many people have questioned the company’s ability to offer stable and fast network as compared to their direct rival. “Please focus on your network first before you can talk about being the leading network provider in Eswatini,” said one social media user on the comment section. Can you imagine what will happen if the company experienced a blackout these days? I take it that you already know the answer to that question.

CAN LEAD TO LOSS OF CUSTOMERS AND FOLLOWERS

Many critics of comparative advertising have argued that it makes brands seem like attention seekers that are not confident enough of their services or products. Some state that brands that trust themselves don’t have the time to extinguish others fire in order for their to be the brightest. Who can argue with them when they spit fire?

CAN LEAD TO LEGAL ACTION

The fact that something is legal doesn’t mean that it is immune to any legal action if misused. There is a thin line between advertising puffery and false advertising that brands should pay attention to. Brands have been sued by customers or by their rivals over exaggerating their products and services capabilities. This can become a nightmare to any brand that will want to use comparative advertising as there is a lot at stake.

In the case of Eswatini Mobile, a customer who made the jump after these adverts can sue the company if he/she discovers that the company sold him/her false hope. It is highly unlikely with most consumers in Eswatini shying away from such legal actions but it is not out of the picture.

The bottom line is that brands should trend careful when it comes to comparative advertising. We can advise brands to consult public relations professionals and law experts before engaging in such an interesting advertising strategy in order to know the pros and cons.

ARE YOU A FAN OF COMPARATIVE ADVERTISING? DO LET US KNOW ON THE COMMENT SECTION.

One of the biggest teams in the Kingdom of Eswatini, Mbabane Swallows recently released a press statement addressing the talk of town: the freezing out of key players who include fan-favourite, Banele ‘Pupu’ Sikhondze. We at the Journalism/PR Watchdogs by virtue of being stakeholders of the club and public relations and journalism experts have a lot to say about this press statement that was aimed at putting to bed the much talked about debacle in the Birds’ nest.

For starters, we commend the ‘Birds’ for finally addressing this matter- phew, it took them forever. Everyone was asking themselves as to why the club was silent in the midst of a storm that saw Swallows marshalls manhandling a supporter who allegedly tried to assault the team’s head coach, Caleb Ngwenya in last Sunday’s 4-2 loss to the Police side, Royal Leopards at Mavuso Stadium.

While we applaud the team’s decision to address the matter via long-serving official, Sandile Zwane, there are a few talking points that raise eyebrows in this statement. We will do the honors of unpacking them offering insights on what should have been done.

START BY ACKNOWLEDGING THE PROBLEM

When dealing with a crisis regardless of the stage it has taken, it is recommendable to always begin by acknowledging what seem to be the bone of contention between the parties involved. This will show that the party addressing the matter is well versed on the issue and is aware of what is the cause of the commotion amongst the stakeholders involved.

instead of stating that the club is aware of the commotion caused by the absence of certain key players who include Sikhondze, the club starts by defending their silence on this matter- the culture of the club is to keep mum and sweep internal issues under the rug, so says the statement.

experts will agree with me that this part should have been served at a latter stage of the press release!

CHOOSE THE RIGHT TONE AND ANGLE

After deciding to address a thorn in the fresh even with tampers flaring higher than a rocket, it is advisable to utilise the right tone and angle that will strike the chord of your target audience while extinguishing the fire. This is why PR is all about psychology- we seek to control the emotions of our target audience and shape how they perceive an issue or brand.

In the case of the press statement by Swallows should have taken the route of explaining the status quo of the star. That is what it matters to the most aggrieved stakeholder (the fans and supporters). Instead of stating that the club is worried by the spread of conspiracy theories that put the name of this noble team in dispute, the best thing was to state the events that led the team to this quagmire and what has been done to put the issue to bed.

Firthermore, on the receiving end of this press statement were important stakeholders who include the media and the supporters of this team. Instead of name calling, the club should have resorted to use the term stakeholders to group everyone and instead of accusing them of spreading fake information, the best thing to do was to encourage them (stakeholders) to verify what they consume from different mediums in the near future. You are hitting two birds with one stone by humbly stating that the information was false and requesting them to desist from doing that in the near future.

The moment one decides to attack the media, the moment that relationship will turn sour; every PRO’S worse nightmare. The media is a powerful tool that should be utilised profitable instead of being attacked. In this case, alerting the media who the contact person is for reliable information at the club would do no harm.

BE PROACTIVE

In public relations, there is nothing like assuming how the stakeholders will react to a phenomenal. You are always a step ahead of them by ensuring that you influence how they perceive an issue thus preventing them from forming their own conspiracy theories that will surely spread quicker than the truth; akere lies fly while the truth adopt a tortoise pace.

Instead of blaming supporters for being the spreaders of fake information about the whole debacle at the Birds’ nest, the club should have taken full ownership of the entire situation. It is the duty of the club to inform the stakeholders on why a certain player has been frozen and what steps are being taken to correct his/her shortcomings. The moment you leave a gap in your line of communication, you open the door don’t take that will allow yourstakeholders to connect the dots using their own formula; it is nature to create your own way if there is none infront of you.

PSG demonstrated proactiveness by ensuring that they announce early that a decision has been made to suspend Lionel Messi over his trip to Saudi Arabia. The team went on to state the fine and time frame of his suspension. They didn’t just freeze him out but announced so that all stakeholders will be on the same page and won’t form their own conspiracy theories regarding their star-player.

Nevertheless, nothing is loss at the Birds’ nest as the storm seem settled with the player reportedly available for selection on the next game. Indeed, the team has excelled in the conflict management role. This is a team that has over the years represented Eswatini on the international stage thus the need to offer advices where possible with the hope that the powers that be will be open to constructive criticism. One can only say, MKHONTO KASHAKA, YIZE BELILE YIZE BEKHALA!

N.B THE IDEAS BEING SHARED ON THIS PLATFORM DON’T MEAN THAT THERE IS ANY AGENDA AGAINST THOSE AT THE RECEIVING END BUT IS MEANT TO CRITIQUE AND SHAPE THE PUBLIC RELATIONS AND JOURNALISM FIELDS IN THE SOCIETY.

Many users of social media have made it clear that on social media, ‘every dog has its own day’.

Even social media influencers with thousands of followers have been been victims of the brutal social media streets. Those who said, “it will never happen to me,” have lived to regret those words when the time comes for them to meet the social media ‘court’ that is not only brutal but also unapologetic. In other instances, some people at the receiving end have resorted to taking their lives: that is how serious the issue of being dragged on social media is.

As a public relations practitioner, I have been observing the multiple social media scandals that have many a times destroyed the popularity of the victims. A few have survived to tell the tales of what happens when the people you think are your friends come for your head.

There is always light at the end of any tunnel as there are a few things a person can do to either avoid getting dragged on social media or managing the crisis at hand.

AVOID DRAMA

You are familiar with the saying that preventing is better than curing right? Indeed, it is better to always avoid any sensitive issue that might open a can of worms especially if you know that you have skeletons in your closet. I have seen people making comments that soon make them collateral damage. If there is an exchange of heated words between people, it is better to avoid fueling the fire as chances of trending are high.

Furthermore, avoid sensitive amd controversial subjects on social media. Sharing your thoughts on a burning issue might seem innocent at first but when it rubs others the wrong way, you will live to regret it.

By the way, deleting your post even seconds after uploading it won’t help you as screenshots are widely used to archive data. So, the best thing to do is to avoid any drama in your social media accounts.

Some people tend to make jokes or nasty comments out of sensitive subjects which may include: gender based violence, rape, sexual orientation, unemployement, poverty, to mention but a few of the issues which may rub salt into the wounds of others.

YOUR SOCIAL MEDIA FRIENDS AREN’T YOUR REAL FRIENDS

The other mistake people make is to believe that the thousands of social media friends that they interact with on a daily basis are their real friends. You can ‘like’ each others’ posts all day long but you will be surprised to see that person actively involved in taking you down.

Always be worry of your social media friends who enjoy bullying others on social media platforms as you can be next on their menu. Identify them, block or unfriend them as soon as you can.

The best thing you can do to prepare for the inevitable is to create a network that you will know will defend you in absentia. Identify a few individuals that you can form mutual beneficial relationship with and ensure that you keep on nurturing that relationship from time to time. Trust me, you will need them in the near future.these are the people who will want to hear your side of the story, support you emotionally and offer you sound advices on how to navigate through the crisis you are facing.

ACKNOWLEDGE THE ISSUE AT HAND

If you fail to avoid drama in your social media accounts and it escalates to an extent that you trend for all the wrong reasons, it is best to firstly acknowledge the problem or what seem to be the bone of contention.

The first mistake people make is to be defensive from the word go. One man’s food is another man’s poison; what is right in your own world is wrong in others’ eyes. So, do acknowledge what you said or posted that seem to be a bone of contention and appreciate the disserting voices while stating your side of the story.
When tackling any crisis, the first step is to adequately state the problem at hand. This will form foundation for what will follow.

REMAIN CALM AND HUMBLE

Another mistake most people make is to allow their emotions to cloud their decision making process at the infant stage of the crisis at hand. Their adrenaline shot-up and they find themselves worsening the situation.

Someone once requested my assistance in drafting a social media statement addressing a certain issue after attacking a number of those calling for her head. Instead of only addressing the original issue, one had to also address the reaction of the client after it became too hot in the kitchen.
Yes, it is hard to be calm when being attacked fiercely from all angles, but it is wise not to say things that might fuel the wildfire. Drink water; breath in and out; pray; calm down and act!

CALL TO ACTION

The moment you are being dragged on social media and you release a statement, people will want to know what you will do or have done to fix the issue at hand. Have you apologised to the affected parties? Have you reached out to them? Will you seek clarity on the subject matter to avoid making the same mistake in the near future?

The aforementioned questions will cross the mind of the many spectators or even those attacking you. You better leave no stone unturned and leave no gab that they can use to prolong the crisis you are facing.

DON’T IGNORE THE CRISIS

Over the years I have observed how some individuals being dragged on social media react. Most of them decide to keep a blind eye on the crisis and pretend that everything is normal. Instead of extinguishing the fire, this give your attackers more ammution to fire from all angles.

The longer you keep quiet, the more different conspiracy theories will be flying around. The gullible will absorb such and you indeed miss every shot you don’t take.

Even if you might believe that you are correct, do take your time and set the record straight.

MULIFE DON’T RUN

Beside remaining mum, other social media users decide to deactivate their social media accounts which is seen by many as an admition of guilty.

Deactivating your account is prolonging the crisis as the moment you decide to reactivate it, just like bees flocking into a beehive, those attacking you will welcome you back with a bang. You don’t want that as a social media crisis usually last for three to six days. The sooner you deal with it, the better.

IT CAN HAPPEN TO ANYONE

It is worthy mentioning that no one is safe from the brutal social media streets. You may think that you trend careful all the time only to findout there are spy cameras hidden in your bathroom. Be ready for the inevitable and avoid partaking when one is being crucified on the social media streets as that person can share insights on how they dealt with their crisis. It can happen to the best of us!

What I can say is that, GOOD LUCK!

As the bashing of the mainstream media continues to unfold on social media and other platforms, with many journalists adopting the victim syndrome, it is time to pose the million dollar question: has Eswatini journalism gone to the dogs?

There is no smoke without fire as the accusations being levelled against the media can be traced back to listless instances whereby the media has failed to do their primary job as expected by the public. Even during the World Press Freedom Day that is commemorated annually on the 3th of May, some stakeholders did punch holes on the journalism fraternity. One of the speakers in an event held at the Hilton Hotel on the aforementioned event, pointed out that during the unrest, the traditional media reached their lowest level in terms of informing and educating the public; some of the primary duties of the media in the society. Why can’t we look at some of the reasons why the media has lost the trust of public they serve?

Firstly, the media has ditched their role of being the public’s watchdog in favour of being the guard dogs. The media being the public’s watchdog implies that they hold those in power accountable for their deeds while being the guard dogs implies that they use the powers that be to protect those in power at all costs. I recently read a story in one ofnthe reputable newspapers in the country whereby the government was being hailed for delivering stationery in schools on time. It was strange seeing the media praising a fish for swimming instead of sifting and choosing an angle that will be newsworthy. We want to know if the government didn’t overpay for the stationery or if it is enough for all the schools in the country. This tells us that the media is now the public relations tool of those in power. What a shame!

Furthermore, lack of media objectivity has serious consequences on the media fraternity in the country. Long gone the days of having the media showing signs of being fair, unbiased and objective in their reporting. Nowadays, the media framing influences how the readers should react to a story. When a person is murdered, the media makes it a point to influence us how we see the murder case. The usage of words like ‘brutal’ and ‘evel’ strategically influence how we perceive the incident that is being reported.

To be continued…