KCCA needs proper public relations to handle crises

I was thinking about the incident where a two-year-old boy whose mother had been arrested by KCCA enforcement officers for hawking merchandise was run over by a KCCA vehicle in the Authority’s premises in November. This caused widespread public anger and condemnation. Any death occurrence will raise difficult questions and someone must take the blame.
Accidents happen to good people all the time but the response thereafter matters. KCCA did not quickly act when it should have. This did not give KCCA control of media coverage to lessen negative publicity. The KCCA public relations machinery failed to grow with the crisis. This oversight offered politicians an opportunity to take aantage of the situation.
No drastic moves with proper steps in line with KCCA’s’ mission and values were taken to protect their brand. The only thing that could have stopped the scandal was goodwill. There was little goodwill activities on the side of KCCA. The KCCA executive director Jennifer Musisi issued a public apology which is commendable but actions speak louder than words. Issuing a statement to the media was not enough. If KCCA team handed over the items they did properly, it would have helped the situation.
The KCCA team should have opted to visit the grieving family during the trying time. The Inspector General of Police, Kale Kayihura has been able to calm crises with simple acts like visiting victims or camping in such areas for some time.
The only immediate action that was taken was on the KCCA driver. KCCA cooperated with police and courts of law. This is commendable. The KCCA driver has since been arraigned in court, However, there is no mention of what was done to KCCA officials who refused the mother to breastfeed.
In the court of public opinion, it is perceptions you have to deal with. Any move with logic may backfire. The officers on duty could be suspended pending investigations as the institution buys time for the crisis to quell.

SOURCE: Daily Monitor


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