Abandoned advantage

For me personally, 2012 is the year of (certain) dreams coming true, while for my country the pressure is boiling its tail to abandon Iran and source crude oil from elsewhere, despite the difficulty we could face in securing new contracts. No need to clench round rings and cross fingers, South Africa will make a plan… I hope.

However, for institutions such as the University of Johannesburg (UJ), 2012 appears to be a year of mortification. Not so much of an enthralling entrance, considering the stampede that claimed the life of a mother, leaving several people battered in January. Couple that with the death of the 20-year old girl who passed away last weekend due to an alleged illegal abortion–gone-wrong.

This is a university that has produced a large number of professionals, decision makers and prodigies who have contributed immensely towards the development of the South African economy.

Therefore, the problem could not at all be with the lecturing method. Yet, as my former employee would have assumed, the issue possibly lies in the way the school handles its liaison with the outside world through public relations.

Surely, such incidents do occur in other academic institutions. Perhaps, what distinguishes the others from UJ is the rigid seriousness and value these institutions hold for their communications departments; not just a matter of mannerism, but by employing competent entities to help shape and protect the image of the university.  Especially from the vultures news agencies are.

Often, we interrogate the ability; some entities have, to survive horrid scandals in the face of others failing dismally to escape the results of not-so scandalous actions; yet such consequences are capable of ruining one’s image and reputation to the maximum.

My humble index finger is keen to dub the communication or PR department of an organisation, which experiences such indignity, the abandoned advantage. Having said that, a number of companies still see acquiring public relations expertise as waste of time and money. Yet they tap their cheeks whenever a small issue, that could have been easily controlled, spurts out of control.

Of course, I am no better, given the fact that I am a product of Walter Sisulu University.

Happy read!