This lesson has come from Nigeria’s Beyonce, and ever-delectable Tiwa Savage who recently (and sadly) had to reveal the intrinsic details of her marriage to her former manager, Tunji “Tee Billz” Balogun after he leveled terrible and diabolical allegations against her and his own family.
Rather than gloat or take sides, we’ve picked up some PR lessons from this incident and we thought to share.
1. DO NOT AIR YOUR DIRTY LAUNDRY ON SOCIAL MEDIA
This is probably the most underrated statement in 2016.
In order to create and sustain the image of a respected celebrity, it is imperative that you are enigmatic because you’ve done a great job of keeping details of your ‘personal’ life away from the public.
If Tee Billz had posted nothing about the troubles in his marriage, we may never have known about it… at least not like this.
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| Look at the Obamas. Doesn’t it feel like nothing seems to be wrong with this family? |
2.In times of crisis, tell your story. Tell it all.
According to one of the founding fathers of modern PR, Sam Black, there are 3 rules to handling crisis management:
According to one of the founding fathers of modern PR, Sam Black, there are 3 rules to handling crisis management:
- Tell it all
- Tell it fast
- Tell it truthfully
Tiwa Savage managed to do this quite well with her exclusive interview.
In the video, she was able to draw her audience in (all by herself) by telling her side of the story in such simple language.
It’s also important to note how her body language, the setting and her “costume” played a critical role in the communication of her truth.
In the video, she was able to draw her audience in (all by herself) by telling her side of the story in such simple language.
It’s also important to note how her body language, the setting and her “costume” played a critical role in the communication of her truth.
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| Before this video, people had said all sorts about Tiwa. She did well to address these comments. |
3. Empathy and storytelling are major keys to winning people over to your side during a crisis
In recent years, more attention has been paid to superfluous engagements and extravagant weddings. Celebrities have their engagements in Nigeria and then travel out to have “Dubai” weddings while ‘detractors’ and single ladies can only watch from their phones and television screens.
In recent years, more attention has been paid to superfluous engagements and extravagant weddings. Celebrities have their engagements in Nigeria and then travel out to have “Dubai” weddings while ‘detractors’ and single ladies can only watch from their phones and television screens.
Now, Tiwa Savage had a Dubai wedding, making her a bigger object of ridicule.
But her team did something smart.
They “spinned” a problem till it became an advantage.
How?
They used the African folktale/storytelling approach – one that addresses moral or societal issues and gives lessons.
In the interview, Tiwa points out how she overlooked the potentials of a broken marriage because she was scared that she was getting older and the pressure to get married was intense.
Every woman can relate with this.
Then she went further to mention her miscarriage in Jamaica, how her husband went around with other women, stole money from her and how she was the breadwinner of the family but was telling the whole world the opposite to save her husband’s face.
This sounds like a Nollywood movie but it sure got men and women on Tiwa Savage’s side.
But her team did something smart.
They “spinned” a problem till it became an advantage.
How?
They used the African folktale/storytelling approach – one that addresses moral or societal issues and gives lessons.
In the interview, Tiwa points out how she overlooked the potentials of a broken marriage because she was scared that she was getting older and the pressure to get married was intense.
Every woman can relate with this.
Then she went further to mention her miscarriage in Jamaica, how her husband went around with other women, stole money from her and how she was the breadwinner of the family but was telling the whole world the opposite to save her husband’s face.
This sounds like a Nollywood movie but it sure got men and women on Tiwa Savage’s side.
Always give fresh insights aside addressing the issues previously on ground.
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People went from feeling sorry for Tee Billz to encouraging Tiwa to divorce him.
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5. Use the best and most reliable medium to address a crisis
It’s 2016 and social media is “trending”.
It would have been a sin if Tiwa Savage had asked us to stay glued to our TV screen to listen to her exclusive tell-all.
6. If you’ve watched some of the best interviews in the world, you’ll know that the interviewer is as important as the person being interviewed.
Tiwa’s interview was by all journalistic standards a poor outing for the interviewer. She failed to engage and empathize with her subject.
There was an overwhelming “disconnect”; difficult to explain because the particular journalist is known for empathy - and she only recently worked with photographer TY Bello to rehabilitate a bread seller Olajumoke Orisaguna who's now a model and multiple brand ambassador.
It’s 2016 and social media is “trending”.
It would have been a sin if Tiwa Savage had asked us to stay glued to our TV screen to listen to her exclusive tell-all.
6. If you’ve watched some of the best interviews in the world, you’ll know that the interviewer is as important as the person being interviewed.
Tiwa’s interview was by all journalistic standards a poor outing for the interviewer. She failed to engage and empathize with her subject.
There was an overwhelming “disconnect”; difficult to explain because the particular journalist is known for empathy - and she only recently worked with photographer TY Bello to rehabilitate a bread seller Olajumoke Orisaguna who's now a model and multiple brand ambassador.
Of course some Nigerians are already giving her a piece of their minds.
HOME WORK: What should Tee Billz Do next? And what could/should Tiwa Savage have done differently?
We'd love to have your views!
Here's hoping both parties are able to solve their issues amicably.
We'd love to have your views!
Here's hoping both parties are able to solve their issues amicably.
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