Navigating the Digital Communication Frontier: Strategies for Success

Navigating the Digital Communication Frontier: Strategies for Success

Digital communication is the use of electronic content to inform, entertain, and educate target audiences. It includes SMS, instant messaging, live chats, chatbots, email, websites, blogs, video, VoIP (voice over Internet protocol), and social media. It is one of the media of communication being leveraged by public relations practitioners in the 21st century.

The COVID-19 pandemic in early 2020 accelerated the shift to digital communication and is fast dominating the landscape of the practice all over the world. Technology and internet innovations, which have been changing the media landscape, are having an impact on the growth of public relations practice.

Digital communication presents both challenges and opportunities. With a large youth population that is increasingly connected online, the traditional methods of PR are changing rapidly. This article delves into digital public relations, offering insights, case studies, and recommendations for practitioners to navigate this dynamic terrain effectively.

Nigeria is the most populated country in Africa, with a significant portion of its citizens actively using digital communication platforms. Social media platforms like Facebook, Instagram, TikTok, LinkedIn, and X are widely used for news, entertainment, and networking. News portals and the blogging community are equally vibrant and growing.

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It is essential to recognize the unique characteristics of the digital communications landscape. Factors such as cultural diversity, religious sensitivity, and socio-economic differences influence online interactions. Communications practitioners must tailor their messages to resonate with their target audiences without offending anyone. The interests of diverse communities must be taken into consideration.

Which Sterling Bank failed to do in April 2022. The Bank had likened the resurrection of Jesus Christ to Agege Bread, a local loaf, in their Easter greeting advertisement, which read, “Like Agege Bread. He rose.” The Christian community, led by the Christian Association of Nigeria, considered it provocative, demeaning, and blasphemous.

The copy failed to take Christians’ sensibilities into consideration. This could have been prevented if the bank had submitted the copy for vetting by the Advertising Regulatory Council of Nigeria (ARCON), the regulatory authority, as required by law, before it was published. It is important to point out that it was a newspaper advertisement; however, the backlash and brickbats happened on social media.

The rise of social media has brought an increasingly open and transparent environment where everyone with internet access can share thoughts and opinions. This new communication order creates new challenges in many fields for public relations professionals. One of these is crisis management. Consequently, handling social media has become more important for companies to communicate with stakeholders while building their reputations.

The management of Erisco Foods will not forget how important it is to handle social media if it survives the reputational crisis that is threatening the existence of the manufacturing company. Last year, a Facebook user posted that Nagiko Tomato Mix, produced by Erisco, has too much sugar. In the post, Chioma urged other users to share feedback.

Her review didn’t sit well with the manufacturer. In a swift reaction, Erisco described the reviewer’s feedback as untrue and unfounded in a statement. It claimed that it was instigated by saboteurs uncomfortable with the company’s market dominance. The management vowed it would take all necessary actions against any attack on its reputation.

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Consequently, the reviewer was arrested and whisked from her home in Lagos to police headquarters in Abuja. It became a fight akin to that of the biblical David and Goliath. Netizens condemned the arrest and criticized Erisco, calling for a boycott of their products.

The Federal Complaints and Consumer Protection Commission (FCCPC) waded into the matter. Notwithstanding the apology and all the social media hoopla, the founder and President of Erisco Foods Limited, Eris Umeofia, would not allow the matter to rest. He has taken legal action, asking for N5 billion in damages. The drama continues and has taken on an international dimension, with Western mainstream media condemning Erisco’s actions even as I write this article. No one can foretell how it will end.

The crisis could have been nipped in the bud before it escalated to this level if the company understood how to navigate social media platforms. An organization can deal with a sudden, large, unfavorable incident or report by applying crisis management tactics while continuing to operate normally. It involves implementing policies and procedures to guard against, control, and avoid a crisis.

Managing unfavorable product reviews is crucial for maintaining a positive brand image and building customers’ trust. Erisco had a lot of options to choose from; it could have taken the conversation offline and stayed in control of the narratives. It should have focused on resolving the issue, not the reviewer. The company could have leveraged influencer marketing. With a young and digitally savvy population, influencers wield significant influence over consumer behavior. In my view, the company failed to use social media responsibly to engage and resolve issues while maintaining a professional tone.

Through proactive monitoring and timely communication, the PR teams can address any concern, provide transparent updates, and demonstrate a commitment to resolving the issue. By engaging with stakeholders directly on digital platforms and conveying empathy and accountability, a company can mitigate reputational damage and rebuild trust.

Recommendations for Success in Navigating the Digital Communication Ecosystem:

To position themselves for success in the evolving landscape of digital communication, practitioners will do well to consider the following recommendations:

1. Reskilling and Upskilling: Alvin Toffler once said, “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.” No matter your age, it is time to equip yourself with the necessary skills and training to navigate digital platforms effectively if you plan to remain relevant. Digital literacy will empower public relations practitioners to harness the full potential of digital tools and channels.
2. Embrace Data Analytics: Understand that data is the crude oil in digital communication; it must be refined before it can be useful. Data analytics tools will help you gain insights into campaign performance. Data-driven decision-making will enable communication practitioners to optimize strategies for maximum impact.
3. Foster Authentic Engagement: Authentic engagement is a two-way street. Cultivate open dialogue with online communities and influencers by offering them value. Be original and transparent in your communications. Respond to comments and messages promptly, which shows your audience that their voices are heard and valued. It builds trust and credibility, fostering long-term relationships with stakeholders.
4. Stay Agile and Responsive: Regularly monitor threats and emerging trends to adapt to in real-time. It is important to learn and improve continuously. Being nimble and responsive is essential to managing crises and capitalizing on opportunities in the fast-paced digital ecosystem.
5. Ask for Advice from Your Peers or Consultant: Asking for help is an act of humility. It is a sign of strength, not weakness. There is nothing wrong with asking for help if one is unable to navigate digital platforms.

As you continue your digital transformation journey, your role as a communication practitioner in shaping public perception and driving engagement has never been more critical. By understanding the nuances of the digital landscape, leveraging innovative strategies, and staying ahead of emerging trends, you can effectively navigate the digital frontier and achieve meaningful results for your organizations and clients.