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| Governor Adams Oshiomhole drinking tea with the widow, Mrs. Joy Ifijeh (Photo credit: Google) |
To refresh your memory, the Governor while on an inspection tour of the environment in Benin-City a few weeks ago, came across this widow who was displaying her wares on the sidewalk. The poor widow's goods were seized and she went on her knees crying and begging the Governor to take pity on her. In a fit of anger, the Governor told the widow to go and die, ordered her arrest and refused to listen to her pleas. The whole incident was recorded on video and posted online by bloggers for the whole world to see.
The question then was, how did a populist Governor like Oshiomhole, a former labour leader, a fighter for every cause of the masses come to this? How could Oshiomhole, a widower, be so insensitive as to tell a widow to go and die?
To make matters worse, the opposition party, the PDP berated the Governor, promised to give the widow a sum of 250, 000 NGN and rolled out a manifesto in support of widows. It was the making of a perfect crisis for the Governor and a perfect opportunity for the PDP in Edo State, Nigeria.
But how did Oshiomhole turn the tide in his favour? Below are a few points or lessons to learn for a successful crisis response:
1. Listen, analyze the issues
The Governor simply listened to his advisers and his children who told him how absolutely reprehensible his action towards the widow was and asked him to make amends. The surprise is that he accepted to do so. This is obviously a rare trait in Nigeria where Governors go around with huge egos and are power drunk.2. Take action, do not lose the initiative
This is where the opposition lost the game. They issued a press statement and asked the widow to come for money. They did not seek out the widow and fully milk the opportunity. The Governor, in contrast, took action and got his team to find the widow and bring her to the Edo State Government House.
3. Apologize, show appropriate remorse
This is exactly what the Governor did when he finally met the widow again. He talked to her directly and apologized. He explained to her that she violated the law by displaying her wares on the roadside, but was sorry to have spoken so harshly to her. As Nigerians watched this episode on social media, they equally forgave the Governor for what he did to the widow.
4. Make amends, if possible
The Governor did not stop with his apology. He offered the widow a job as an ambassador on environmental sanitation with the state government, gave her the sum of 2 million NGN to invest in her business and promised university scholarships for her children. The widow, her children and the nation rejoiced. It was the perfect masterstroke.
5. Leave a powerful visual impression - share that cup of tea
This is the most powerful and the most important part of the crisis response efforts. Few people can ever forget that image of the Governor sharing a cup of tea with the widow. It was the final defining moment, the enduring image and the most powerful photo opportunity. That picture will forever remain indelible on my mind. It is a photograph that is worth more than a million words.
Finally, let me thank the bloggers who shared the widow's story for the world to see. Their action demonstrates the positive use of the immense power of social media to promote justice, equity and social change. They need to do more of this from day-to-day.
Allow me to also congratulate the Governor's PR team for a job well done. They are lucky to have a principal that listens and values their advice. I know that in Nigeria, it is not always so easy.
Kola Ogunshote is a seasoned PR professional, journalist, entrepreneur, social marketer and change agent. He is committed to the propagation of positive human values.
(NaijaVantage)
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