The climax of the harmonised elections has drawn international attention to Zimbabwe with the spotlight zooming in on spokespersons who had to constantly update the world through press conferences. For public relations practitioners, particularly those with a keen interest in learning crisis management skills, this was a learning curve.
marketing insights with CONSTANCE MAKONI-THODHLANA
A press conference is a meeting organised for the purposes of distributing information to the media and responding to questions from the journalists present. The manner in which a press conference is conducted will either boost or significantly damage an organisation’s image. Before inviting the media for a press conference there are factors to consider that include the key message, choice of location, a list of appropriate invitees, crafting of the tone and also a press kit containing the statement and any other relevant information that is of relevance to the scribes.
Press conferences were the order of the day before and particularly after the casting of the ballot, with the media literally running from one press briefing to the other. Organising press conferences is under the purview of the public relations department and in this context the PR practitioners were also on their toes making sure that all was in order for press conferences to be done. Political parties, the Zimbabwe Electoral Commission (Zec), foreign and local observers, civil society organisations, independent candidates, government, the Zimbabwe Republic Police and some individuals called for press conferences even at some very odd hours constantly updating the world on the events surrounding the elections. While there were many press conferences I would like to draw your attention to those that were beamed live on television and other digital platforms such as Facebook and Twitter.
A press conference, particularly one in which critical information is being relayed should never be taken for granted. Confidence, competence, being conversant with the topic at hand, body language, using simple, clear, concise language and rehearsing for any hot questions that might be asked by the media are critical components when calling for a press conference. The events of this past week saw some spokespersons and even the most senior in organisations displaying the above traits. Handling such hot press conferences can only come with rehearsing and understanding the importance of the “spokesperson” role within the elections context.
The intensity of the matter at hand determines the weight of the official assigned to address the press conference. Senior management are usually drawn to comment on serious topics with a deeper impact on the operations of the organisation. Issues that can have a devastating effect on the operations of the firm are best addressed by the highest authority whereas the PR executive and his or her officers can comment on day to day activities.
While most press conferences were handled in a very professional manner, there are some that left one wondering whether the announcers had done their homework before facing the world. Well, maybe we might want to forgive some of the results presenters as they are not professional communicators, their body language, stammering speech and lack of confidence reflected in their shivering voices did not inspire confidence. At one press conference, the media had to remind one of the announcers that they had forgotten to mention who had been duly elected for that particular seat. Murmuring could also be heard from the media as the Zec officials failed to pronounce some figures correctly. One would assume that no effort was done to do a rehearsal.
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You have to love Zimbabweans for being humorous, on social media a joke circulated about how the electoral body called for press conferences to announce that they would be making an announcement at a certain time, then at that time make another announcement that they were going to make another announcement. From a public relations point of view, this is a faux pas as this will give room to speculation and peddling of false news, particularly in the social media era.
In crisis communications there is a cycle that PR practitioners are used to, first the incident occurs then there is time to consult and prepare for a reaction, then the media is invited for press briefings after preparatory drills have been done. There are two distinct types of crisis, the cobra, which strikes without warning and the python which is a slowly burning issue that is usually left to escalate. In both cases, the tipping point is when the crises then attracts media attention and reaches public consciousness. The past week saw those involved in the election process being ceased with a cobra type of a crisis, which required instant attention right before the international media glare. From a public relations point of view, I found the quick reaction by the responsible authorities in calling for press briefings and articulating the unfolding situation commendable. Due to the nature of the crisis, responses and assurances were required immediately and spokespersons exuding confidence handled the matters professionally. While the incident became breaking news on all media channels, the authorities informed the world during the “golden hour” and even when details where still sketchy, at least there was some form of communication.
In conversations with colleagues from the media, most of the press conferences were done timeously and they had no diary headaches during the week as leads and stories were awash. Whereas the media usually chases after news, the demand for media attention from the elections stakeholders saw journalists being overwhelmed by invitations. Most of the press briefings were held by officers who were ready to respond to hard-hitting questions and in most cases, the spokesperson would be flanked by colleagues portraying a picture of teamwork and consensus in the statement being read.
Most PR practitioners will agree that being in front of cameras is intimidating and one might find him or her being nervous and failing to convince the world by failing the body language test. Having local and international journalists starring at you is nerve wrecking, particularly when pronunciations that have a bearing on livelihoods are made. I commend the police spokesperson Senior Assistant Commissioner Charity Charamba for being composed and remaining on top of the situation even when journalists threw hard hitting questions and even some that did not fall under her purview.
The elections season has come and gone but what remains are the lessons learnt from this very important process.
l Constance R Makoni-Thodhlana is a marketing and public relations practitioner based in Harare. She is a member of the Marketers’ Association of Zimbabwe and can be contacted on [email protected]
*This article was contributed on behalf of Marketers’ Association of Zimbabwe (MAZ), a professional body of marketers, which seeks to promote and uplift the marketing profession to the highest levels. Contact MAZ on [email protected]
