Hello people!  I hope that I find you well.  I am well myself thank you.  A few weeks ago Dairibord Zimbabwe got embroiled in a fiasco on social media.  A (former) customer Tsungie Mubaiwa posted a picture of some ‘foreign’ material coming out of her mother’s favourite drink, Pfuko-Udiwo Maheu as she tried to pour some of the sweet juice into a glass.  The picture is nothing short of horrifying I tell you.  Refer to the featured picture on this article along with some comments from Tsungie’s friends.  While people were busy crucifying Dairibord and calling it all sorts of names I was busy thinking, does Dairibord have a public relations strategy?  If it has a public relations strategy, is it good?  I watched from the sidelines (and like the Pharisees I threw a stone or two myself) to see how Dairibord would react to the onslaught in order to determine whether or not they had a sound public relations strategy in place.  Later on in this article I will also give a few pointers as to what you can include in your own public relations strategy to make is incident-proof, if there is such a term.
So, does Dairibord have a sound public relations strategy?  According to The Chartered Institute of Public Relations (CIPR) ‘PR is about reputation – the result of what you do, what you say and what others say about you.  PR is the discipline that looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour.  It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’
With this in mind let us take a look at the statement that Dairibord released in response to the allegation that is on the cover photo of this article (the photo above):
Press Statement
We will now take a look at the responses from the customers (to the statement that Dairibord made) below:
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