Messaging around the birds and the bees
With TopTV’s CEO, Vino Govender being abruptly removed this week from office after pressure was placed on the board on TopTV’s umbrella company, On Digital Media, the fall-out of poorly handled messaging – particularly in times of a crisis - can never be underestimated.
I personally have no issue with a television channel that offers adult content. As a journalist with 27 years of experience in the mainstream print and broadcast media, I am a fervent believer in freedom of expression – a concept our government cannot seem to wrap its head around.
Anything less than freedom of expression will result in this country heading down the same slippery slope that we found ourselves in when I was a reporter in the 80's. And that is something not even worth thinking about.
There is undoubtedly a strong business case for adult content on television – whether the Mother Grundy's out there like it or not. And to create some sort of vague link between pornography and violent sexual crimes is nothing short of ridiculous. I spent years as a crime reporter interviewing some of the country's most diabolical serial killers, and not one of them ever alluded to the belief that pornography made them into what they had become.
It may be of some interest for you to note that when I left newspapers, I spent about a year working as deputy editor ofPenthouse magazine. As a woman, I was never offended by either the material or the photographs.
The fact that MultiChoice and e.tv faced a similar public outcry when they flirted with adult content doesn't mean much. When one organization fails to get it right, it doesn't mean that another organization can't do better. BUT – and that's a big BUT – it all comes down to having a carefully considered plan when communicating your message. Making sure that all your t's are crossed and your i's are dotted is not a luxury. It is an absolute necessity.
To my mind, the biggest fly in this ointment was the patent lack of communication on the part of TopTV. Being evasive is exactly what I caution delegates in my Media Training programmes to steer clear of. All ducking and diving does is to create a strong perception in the marketplace that you have something to hide.
Communicating – even over something as controversial as adult content – is absolutely critical. The last place the public should read about something involving any organization is in the newspaper. It is up to the organization to proactively communicate a uniform message that is clear and concise. Getting all key players to sing off the same hymn sheet is really all it takes.
For the CEO to first deny in May 2010 that TopTV would be doing any such channels, and then to go ''missing in action'' after that, is exactly what not to do. It creates a very real lack of integrity.
Decisions rest on CEO's. In fact, many organizations have been made or un-made by their executives. When a journalist wants a comment from the Head Honcho, palming then off to someone in sales or even in marketing doesn't quite cut it. It may not be comfortable for most people to admit that the pen is indeed mightier than the sword
Court interdicts, public hearings and fervent backlash all just results – if you'll forgive me – in an even sexier story. The media just love anything that smacks of sensation. And TopTV is providing the press with something that they can really sink their teeth into.
What cannot be pushed aside however, is the timing of the launch. The 20th of December ??? I think not. Something about jingle bells and Christmas pudding that just doesn't sit right. Just like location is important when buying a house, so is timing when starting a business venture.
Unfortunately, once the milk has been spilled, there is not much that an organization can do about it. Of course, not finding oneself in this unenviable position would have been first prize. But, failing that, there are ways in which to deal effectively with a crisis. The one sure-fast way to mitigate risk is it to connect with the issue.
Inaction spells even more disaster. The sad reality is that it will now be very difficult for the public to divorce the brand from the debate on pornography, and – even worse – the fracas surrounding getting Icasa's stamp of approval. What is needed now is some serious rethinking and strategizing – that is if it isn't too late.
