In a bid to refine their public relations and communication strategies, a delegation from National Medical Stores (NMS) this morning embarked on a benchmarking visit to the National Water and Sewerage Corporation (NWSC). Led by Mrs. Sheila Ndihukire, the team expressed profound appreciation for the opportunity to glean insights into NWSC’s exemplary practices in PR and communications.
At the forefront of NWSC’s approach was Mr. Samuel Apedel, Director of Public Relations and Corporate Communications, who emphasized the critical role of cohesive team coordination during crises. Highlighting the integration of departments like PR and operations, Apedel outlined a meticulous crisis management hierarchy from internal notifications to escalating matters to higher authorities tailored to the severity of each situation. Key to the corporation’s strategy is clear and timely communication through platforms like WhatsApp, ensuring stakeholders receive accurate information promptly to prevent misinformation and uphold trust.
Apedel underscored the importance of simplicity and transparency in external communications, focusing on factual accuracy and addressing immediate concerns to maintain public confidence. Post-crisis evaluations are also pivotal, identifying areas for improvement and promptly correcting misinformation to safeguard the organization’s reputation. Emotional engagement with stakeholders during crises is also prioritized to mitigate negative perceptions and foster community support.
Adding another layer to NWSC’s robust PR framework, Mr. John Fisher Sekabira, Manager of Marketing and Digital Communications, delved into brand management amidst crises. He likened managing reputational threats to battling unseen adversaries, stressing the role of social media influencers in detecting and addressing emerging issues swiftly. Proactive monitoring of social media and news dynamics, coupled with consultations with senior management, forms the cornerstone of the corporation’s strategy in crafting effective responses and preempting controversies.
During the benchmarking visit, the NMS team had the opportunity to tour NWSC’s Contact Center and Digital Media Hub, gaining firsthand experience of their advanced PR and communication practices. This included insights into managing social media dynamics and leveraging digital platforms to enhance stakeholder engagement and brand resilience.
The benchmarking visit concluded on a high note, with Mrs. Ndihukire commending NWSC for their commitment to excellence in PR and communication practices. As both organizations continue to navigate their respective landscapes, the exchange of ideas promises to elevate standards in crisis management, stakeholder engagement, and brand resilience across the board.
