By Maryam Na-Allah Umar-Baba

“Success in managing a crisis is all about communication. In times of crisis, people want to know that you care before they care what you know.” – John C. Maxwell

Since his appointment as Acting Comptroller General of Nigeria Customs Service (NCS) and before the eventual confirmation, Bashir Adewale Adeniyi has shown nothing short of great leadership and expertise when it comes to crisis communication, setting an example that most should follow.

His approach to crisis communication is characterised by a balanced blend of transparency, empathy, and proactivity.

Before examining some case studies on Adeniyi’s roles in crisis management at the customs, It is necessary to an overview of the Crisis Communication concept.

In today’s complex and fast-paced world, crises are an unfortunate reality that every organisation may face at some point. Whether it’s a natural disaster, a product recall, a public relations scandal, or a global pandemic, effective crisis communication and crisis management are essential to preserving an organization’s reputation and ensuring its survival.

Crisis communication is the art of conveying information during a crisis or emergency situation. It is a dynamic field that has evolved over time, with several theories and models that provide valuable guidance to organisations in their time of need. This chapter explores the theories behind crisis communication and crisis management, shedding light on what constitutes effective crisis communication.

Crisis Communication represents the delicate art of disseminating information during crises or emergencies, underlining its pivotal role in shaping the narrative and perceptions surrounding an organisation. The landscape of crisis communication is dynamic, shaped by a host of theories and models that offer valuable insights and guidance to organisations seeking to navigate the stormy seas of adversity.

Why PR needs Crisis Communication

In the field of Public Relations, Crisis communication is an effective tool and a critical aspect for communicating in terms of distress to all stakeholders involved.

Firstly, effective crisis communication is crucial for reputation management. One of the primary objectives of PR is to manage and enhance an organisation’s reputation. When a crisis occurs, how an organisation responds and communicates can significantly impact its reputation. Clear and well-managed communication during a crisis can help mitigate damage and protect the organisation’s image.

Gaining the trust of your stakeholders is another key consideration. Trust is a cornerstone of public relations, and during a crisis, stakeholders such as customers, employees, investors, and the public are closely watching how an organisation handles the situation. Open, transparent, and timely communication can build or maintain trust, while poor communication can erode it, potentially causing lasting damage.

Legal and regulatory compliance is a significant factor in crisis communication. In many cases, organisations are legally required to communicate specific information during a crisis, such as product recalls, environmental incidents, or breaches of personal data. Failure to do so can result in legal and regulatory consequences, making it imperative for PR professionals to navigate these requirements effectively.

Media scrutiny is often a central aspect of crisis communication. During a crisis, the media plays a significant role in shaping public perception. Effective crisis communication involves managing media relations, providing accurate information, and responding to media inquiries promptly. This can help control the narrative and prevent the spread of misinformation, which is particularly crucial in the digital age.

Employee morale is also a vital consideration. Employees are essential stakeholders in an organisation, and their morale and confidence can be severely affected during a crisis. Effective communication can keep employees informed and reassured, which, in turn, can help maintain their productivity and loyalty to the organisation.

Furthermore, public safety is paramount in certain crises, such as natural disasters, public health emergencies, or industrial accidents. Clear and timely communication is vital to ensure the safety and well-being of the public. Accurate information about risks, precautions, and evacuation procedures is essential in such situations.

In today’s digital age, crisis communication must also account for social media and virality. Information spreads rapidly through social media and online channels, making it essential to have a strategy for addressing and managing the rapid dissemination of information and rumours on these platforms.

Moreover, the long-term impact of a crisis on an organisation’s reputation is a significant concern. Public relations professionals aim to minimise the long-term damage and position the organisation for recovery, emphasising the importance of crisis communication in mitigating enduring negative effects.

In some cases, a well-managed crisis can even become an opportunity for an organisation to demonstrate its commitment to transparency, accountability, and responsibility. This can potentially enhance its competitive advantage in the long run.

More so, public expectations play a crucial role in handling crisis. In an era of heightened public awareness and expectations for corporate and organisational responsibility, the public expects organisations to communicate openly and honestly during a crisis. Failure to meet these expectations can result in public backlash and damage an organisation’s reputation.

Essentially, crisis communication is a vital component of public relations because it helps protect an organisation’s reputation, maintain trust with stakeholders, ensure legal compliance, and manage the many aspects of a crisis effectively. It is a proactive and strategic approach to handling unexpected events that can have a significant impact on an organisation’s image and success.

The landscape of crisis communication is dynamic, shaped by several theories and models that offer valuable insights and guidance to organisations seeking to navigate the stormy seas of adversity.

Some of the theories which are:

a. Situational Crisis Communication Theory (SCCT)

Timothy Coombs’ Situational Crisis Communication Theory (SCCT) serves as a cornerstone of crisis communication. It underscores the idea that an organisation’s reputation can be significantly impacted by the manner in which it communicates during a crisis. SCCT presents an array of response strategies based on the crisis’s severity and the attribution of responsibility. It offers organisations a roadmap for making informed choices that can effectively manage public perceptions.

b. Image Restoration Theory

Image Restoration Theory, devised by William Benoit, centres on the strategies organisations employ to mend their reputation following a crisis. The theory provides a toolbox of strategies for addressing public perceptions and, more crucially, rehabilitating the organisation’s image, a task of paramount importance when the trust and credibility of an organisation hang in the balance.

c. Crisis Communication Life Cycle Model.

An all-encompassing framework, the Crisis Communication Life Cycle Model highlights that crisis communication is not solely about managing the crisis at hand. Instead, it encompasses the phases preceding and following the crisis, emphasising preparedness, response during the crisis, and post-crisis recovery. This holistic approach ensures that communication is comprehensive and effective.

d. Coordinated Management of Meaning (CMM)

Coordinated Management of Meaning (CMM), crafted by Barnett Pearce and Vernon Cronen, delves into the intricate process of how individuals and organisations collectively create narratives and construct meanings during crises. It accentuates the significance of shared understanding and meaning-making in the domain of crisis communication.

The Fundamental Principles of Effective Crisis Communication

In addition to the comprehensive theories and models underpinning crisis communication, there are a number of key principles and practices that can bolster the effectiveness of communication during a crisis. These principles not only illuminate the path to effective crisis communication but also provide organisations with the necessary tools to weather tumultuous storms:

a. Transparency and Openness

Transparency stands as the linchpin of effective crisis communication. Organisations are expected to be forthright and candid about the nature of the crisis and the actions they are taking to rectify the situation. Openness serves to foster trust and bolster the organisation’s credibility.

b.Timeliness

A prompt response is of paramount importance in crisis communication. Delays in addressing the crisis can lead to the spread of misinformation and loss of control over the narrative. Swift acknowledgment of the crisis and the dissemination of pertinent information are imperative.

c. Consistency

Consistency in messaging is a non-negotiable principle. All communication channels, whether they involve social media, press releases, or official statements, should convey a consistent message. This steadfastness ensures clarity and mitigates any potential confusion.

d. Audience-Cantered Approach

A deep understanding of the concerns and needs of the audience is pivotal. Tailoring messages to address the specific anxieties and queries of those affected by the crisis demonstrates empathy and builds a more profound connection with stakeholders.

e. Two-Way Communication

Effective  crisis communication requires not only disseminating information but also listening attentively. Encouraging feedback and engaging in a two-way dialogue with stakeholders helps organisations to comprehend their perspectives and address their concerns more effectively.

f. Preparedness

Proactivity is a fundamental tenet of crisis communication. Organisations should have a well-structured crisis communication plan in place long before a crisis occurs. This plan should delineate roles, responsibilities, and communication strategies for various scenarios.

g. Media Management

Adeptly managing the media is an integral aspect of crisis communication. Organisations must be prepared to interact with journalists, provide precise information and exert a degree of control over the narrative.

The Unity of Crisis Management and Communication

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The interplay between effective crisis management and crisis communication is an essential factor for success. While crisis communication primarily deals with the sphere of public perception and the mitigation of damage to an organisation’s reputation, crisis management is predominantly concerned with addressing and resolving the crisis itself. In harmonising these dual aspects, organisations can skilfully navigate the trials of a crisis, preserving their integrity and reputation in the eyes of the public.

Furthermore, crisis communication and crisis management are multifaceted and dynamic processes that hinge on a profound understanding of human psychology, communication theory and the readiness to take decisive action. The theories and principles expounded upon herein offer a solid foundation for organisations to craft robust crisis communication strategies. By embracing transparency, tailoring messages to the audience’s concerns, and proactively, organisations can deftly weather crises while emerging with their integrity and reputation intact in the eyes of the public.

 Adeniyi’s Approach to Crisis Communication at Customs

As I mentioned previously, the approach of the Customs boss to crisis communication is characterised by a balanced blend of transparency, empathy, and proactivity.

In times of crisis, CG Bashir Adeniyi prioritises the timely dissemination of accurate information to all stakeholders, ensuring that the public is well-informed and reassured. His empathetic communication style demonstrates a genuine understanding of the concerns and emotions of those affected, fostering trust and a sense of unity.

Moreover, his proactive approach involves not only addressing the immediate crisis but also implementing long-term strategies to prevent similar situations in the future. By embracing transparency, empathy, and proactivity, the Customs boss establishes a solid foundation for effective crisis management and a resilient organisation.

Case study #1 Enhancing bilateral trade relations between Nigeria and the Benin Republic

The case study involving Comptroller-General of Customs, Adeniyi, in the context of enhancing bilateral trade relations between Nigeria and the Benin Republic offers a compelling real-world example of effective crisis communication in action. This case study beautifully illustrates how the principles and theories of crisis communication, as discussed in the previous article, can be applied to successfully navigate a complex and potentially contentious situation.

Customs boss at the conference
Customs boss at the conference
Proactive Communication:

The case study underlines the significance of proactive communication as the team of customs boss pre-emptively announced the collaboration through an official statement before the interactive session. This aligns with the principle of quick response emphasised in the article, and by doing so, they established transparency and set the stage for constructive negotiations.

Message Clarity and Consistency:

In the case study, the Comptroller-General consistently emphasised the core objectives of enhancing trans-border security and trade regulation. This deliberate messaging leaves no room for misunderstanding, aligning perfectly with the principle of consistency discussed in the article.

Stakeholder Engagement:

The acknowledgment of the importance of building relationships with the Benin Customs and Benin Republic’s Embassy demonstrates the application of the principle of audience-centred communication. Engaging with key stakeholders showcases a commitment to addressing shared concerns, a concept central to effective crisis communication.

Transparency and Accountability:

The case study highlights the commitment to curb smuggling and unlawful trade, openly addressing these issues. This approach aligns with the principle of transparency, another cornerstone of crisis communication.

Crisis Team Coordination:

The Comptroller-General’s plans to involve the private sector and border Customs Units in the negotiations demonstrate crisis team coordination, as discussed in the article. This coordinated effort underscores the importance of cohesive and well-structured strategies during crises.

Acknowledging Mutual Benefits:

Both parties involved in the case study emphasised how the collaboration would benefit both nations economically, thus reinforcing the principle of mutual benefit discussed in the article. The articulation of these mutual interests significantly contributes to building trust and consensus.

Strategic Vision:

The shared vision of strengthening trade facilitation and promoting economic development, as articulated in the case study, aligns with the principle of having a well-defined strategic vision for the future.

Media Interaction:

The customs boss’ engagement with journalists and his effort to explain the benefits of the agreement is a prime example of managing media during a crisis, as discussed in the article. Building trust with the media and ensuring they understand the nuances of the situation is pivotal in managing public perception.

Outcomes

Ultimately, the case study demonstrates that his adept implementation of crisis communication strategies significantly contributed to the successful resolution of the complex bilateral trade negotiation crisis. Through these strategies, Adeniyi was able to transform what could have been a contentious situation into an opportunity for both nations. This aligns with the key objective of effective crisis communication, which is to weather crises while preserving integrity and reputation.

The case study provides a tangible illustration of how the theories and principles of crisis communication can be effectively applied in real-world situations to manage and resolve complex crises, thereby serving as a valuable reference for organisations facing similar challenges in the realm of crisis communication and management.

CASE STUDY #2

Nigeria Customs Service (NCS) and Protesting TINCAN Agents

Background:

The Nigeria Customs Service (NCS) faced a crisis situation when customs agents, represented by the Association Concerned Freight Forwarders, protested against an apparent increase in import duties. The Comptroller General of Customs (CGC), Adeniyi, tried to address the concerns of the protesting agents, emphasising the need to boost the country’s export profile and blaming the change in exchange rates for the perceived duty increment. This case study explores the crisis communication strategies employed by NCS to manage this situation.

CGC Bashir Adeniyi with African military officer in Abuja
CGC Bashir Adeniyi with African military officer in Abuja
Crisis Communication Breakdown:

•            Initial Response:

The NCS’s initial response was through the CG himself. He acknowledged the protesters and addressed their concerns promptly. However, he denied knowledge of an increase in customs duty and instead attributed the issue to changes in exchange rates. This response attempted to clarify the situation and offer a reason for the perceived problem.

•   Transparency and Explanation:

Adeniyi’s communication strategy was to be transparent by providing a clear explanation of the situation. He stated that the customs duty itself had not changed but rather the exchange rate, highlighting the need for agents to understand the underlying reasons behind any perceived increase in costs. This attempt at transparency was crucial in ensuring that stakeholders had a better understanding of the situation.

•   Emphasis on National Interest:

The customs boss emphasised the need to boost the country’s export profile to bring in foreign exchange and to curb illegal smuggling activities. This was a strategic move to shift the focus from the immediate concerns of the protesting agents to the broader national interests. By doing so, NCS aimed to gain public support for its actions.

•  Calls for Collaboration:

The NCS called for collective efforts to change the narrative. By encouraging everyone to participate in international trade, Adeniyi portrayed the NCS as willing to work with stakeholders to improve the overall trade environment in Nigeria. This message aimed to bridge the gap between the customs agents and the NCS.

•      Warning to Smugglers and Encouraging Local Consumption:

Adeniyi issued a warning to smugglers and encouraged Nigerians to patronise locally-produced goods. These messages aimed to show the NCS’s commitment to protecting the nation’s economy and security while also promoting local industries. It was an attempt to win public trust by presenting the NCS as guardians of the national interest.

• Community Engagement:

Adeniyi appealed to local communities to support the NCS in the fight against smugglers by providing vital information. This message was a call for collaboration and highlighted the role of citizens in maintaining the country’s safety and economic well-being.

Outcomes:

The crisis communication strategies employed by NCS were aimed at maintaining transparency, shifting the focus to national interests, and emphasing collaboration. While the immediate concerns of the protesting agents were not entirely resolved, the NCS attempted to garner public support for its broader goals of increasing exports, curbing illegal activities and boosting local industries. The long-term success of these strategies would depend on the willingness of stakeholders to work together toward these shared objectives.

The dynamic landscape of crisis communication is a critical aspect of public relations, playing a pivotal role in preserving an organisation’s reputation, building and maintaining trust with stakeholders, ensuring legal compliance, and effectively managing various facets of a crisis.

The theories and principles outlined in this discussion provide a solid foundation for organisations seeking to navigate the challenges of crisis communication and management. Furthermore, the real-world case studies involving the Comptroller General of Customs underscore how these principles can be effectively applied to complex and high-stake situations.

Whether it’s enhancing bilateral trade relations or responding to a cybersecurity breach, Adeniyi’s transparent, proactive, and audience-centred approach to crisis communication serves as a model for other leaders and organisations, demonstrating the power of effective communication in turning crises into opportunities for growth and resilience. In a world where crises are inevitable, embracing the art of crisis communication is not just a skill but a strategic imperative for success and sustainability.