Africell
Telecommunication Company Uganda got entangled in negative publicity just as it
continues to rebrand from orange. Negative publicity started with a Uganda
website the insider story. This was after Africell Uganda Telecommunication
Company laid off 59 Ugandan workers and allegedly replaced them with Lebanese
nationals. This fueled racism discussions online. This was a rather bad time as
it coincided with xenophobic attacks in South Africa.
The Story alleged that those who were fired were not given satisfactory
explanations raising concerns of poor employee relations.
This
crisis went viral because it was in the court of public opinion which reacts
with emotions not logic. The Ugandan website leaked an email communication
between Africell Telecom Uganda and a renown Ugandan Communication specialist
Simon Kaheru. Simon is on board to manage their organisational change
communication needs. People started attacking Simon Kaheru. Simon Kaheru should however be credited for
his expert responses during the trying time. He was consistent with his message
and his responses were not out of anger. He intellectually challenged those
with racism evidence to come forward.
The
leaked mail however projects Africell in a negative way and no one seems to
comment on the incident. We are in the era of cyber threats. Are they
weaknesses with Africell cyber security? Africell needs to reassure their
clientele that their data and internet platforms are secure. Africell needed to
communicate what they have done on that security breach if it indeed happened.
This scandal had much coverage online but Ugandan local newspapers did not give
it any attention. This obviously points to the question of newsworthiness.
Africell has not bothered to explain itself
extensively on the matter. Africell failed to give detailed responses to all allegations.
It offered a general statement failed to use their facts to counter react to
all the allegations on case by case. Africell could give a round figure of
terminal benefits paid and when.
They
released a statement on their Facebook page which was not dated or signed off
by any Africell Uganda manager. Africell Uganda Telecommunication Facebook page
describes the recent racist allegations as ridiculous and preposterous. The
crisis has given rise to other bad speculative
stories regarding the telecom operations. There are rumours online about
Africell Uganda considering closure or buy out. Africell Uganda has since responded
and said it is still in Uganda. Some people continue to push for boycott
of products from Africell because of
the crisis.
The
Crisis common hashtag was #ExposeAfricell.AFricell Uganda Telecom has an
ongoing campaign where they subscribers have free calls every night with no
limitations. The PR team at the telecom could rely on this to build goodwill.
A
disgruntled former employee is more dangerously than competition. They can
disrupt business operations .Organisation must learn to manage staff exits better so as to reduce on the possibility of
them becoming disgruntled. This can cause disruptions in business.
It
is common to have resistance to change but Africell change might have been
poorly presented. Restructuring is understandable given their struggling
financial situation. With any change comes panic. Staffs who have achieved
status see any new plan as a threat. The incident still shows the weak Uganda
civil society. Opposition and labour unions did not pick interest in the
matter.
Ivan
.N.Baliboola
PR
and organisational diagnosis specialist
nbaliboola@gmail.com
nbaliboola.wordpress.com/
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