COZA: 5 PR Actions to Continue + 9 Propaganda tricks they should drop #COZA #ChurchToo #MeToo #IStandWithDakolo #IStandWithPastorBiodun
When crisis hits an organization or influential individual,
the reaction will either be Public Relations or propaganda. If he seeks to
communicate honestly with his affected publics, admits his areas of wrong,
offers to restitute where he had offended the other, makes full disclosure of
facts in his possession - at least to his direct publics, he/the organisation
has made a PR response.
If they talk tough immediately, or attempt to stoke
emotional support, that is not PR but propaganda.
Propaganda is not necessarily lying as many believe, but it
never achieves lasting solution. It leaves both accused and accuser hurt, one
on the short term, the other on the long term.
Whenever there is an attempt to steer attention away from
the issue at hand, this is not Public Relations.
Commonwealth of Zion Assembly, COZA, an urban styled
Pentecostal church in Nigeria has been trending lately. For both negative and
positive reasons. While rumours of the Pastor's sexual escapades climaxed at an
accusation of rape, taking the church and pastor to top of Nigerian trends, his
supporters and Church media have also jumped on the trend to push out messages
of support and endorsements from themselves and from respectable figures all
over the world.
So, there is talk of his wrongs and talk of his rights at
the same time. This was an opportunity for them to go humble, go PR. Yet they
designed their own publicity response which is a mix of PR and propaganda.
Here;
Public Relations.
1. Canceling an upcoming conference. This move was excellent
in showing some respect to public sensitivities.
2. Inaugurating a prayer meeting immediately. As followers
of the Christian faith, prayer is the expected immediate response to issues
like this. Imagine they added this to proper Public Relations and not all these
propaganda techniques all over the place.
3. Encouraging his members against responding to protesters
the Sunday after the accusation was classy. The Pastor truly came across as
quality and mature here.
4. Not Embarking on Advertisement campaign. Or have they? At
the time of writing, I'd seen no billboards, no TV commercials blasting about
COZA's righteous deeds and charity. This is highly commendable, because, we all
know they can afford this. Maybe some adviser is even suggesting it.
5. Stepping down from preaching. It is obvious the accused
has not stepped down as administrative head of the church, but he has at least
stopped preaching. It shows he has taken cognizance of the public outcry
against him. Side by side with Nigerian politicians, the pastor has scored a
super vote in this.
Propaganda:
1. They had a testimony session where women testified about
Pastor Biodun's ministry and how they benefited. Hello? Are you launching
emotional appeal in his favor at this time? That is propaganda, not PR. You're
avoiding the issue, to promote positive reviews of the product in an issue as
sensitive as 'Pastor is a rapist!'
2. COZA members making videos on how much they love COZA in
the midst of public outrage. This activity must have been encouraged if not
requested, seeing it was not outright discouraged.
3. He published an unsigned denial/threat letter on
Instagram immediately following the Dakolos' bomb. Rumours of this man's
irresponsible sexual life are louder than hush-hush beginning in his church and
in Abuja. It's a little too loud for the rape accusation to be dismissed as
mere allegation; emphasis on 'mere'.
You may say he has not raped anyone before - up to the State
to verify - but, surely this smoke is not without fire.
Looking at the letter through the screen of too many
multiple rumours amongst COZA members and the Abuja Christian community, the
letter appears arrogant. In a PR response, you cannot afford to even appear
arrogant.
4. The endless wait for a 'robust response'. In 2013, former
associate of his church Ese Walter accused this same pastor of inappropriate
sexual relationship. He promised a 'robust response' which never came. It is
either he has nothing worth listening to or he had hoped for the accusations to
die a natural death - propaganda!
5. Extended silence! This needs to be treated standalone. No
press conference, no open press interview, no contact with a doubting public,
how do you ever repair the damage done to your image and by extension that of
the faith you represent? Can't happen!
6. Reposting old media content of influential people
speaking well of COZA and Pastor Biodun. This is cheap publicity. And no person
of credible influence wants that. How many of these men have come out now to
speak of their support for him? Rather respectable Christian leaders have only
had a scripture to share - they won't make a statement on an issue not yet
verified through credible investigations, but they have found an opportunity to
rebuke callous unchristian behavior by Christian leaders - Sam Adeyemi, Poju
Oyemade, Nathaniel Bassey, E. Adeboye. Their responses show no support for
sexual rascality, none for rape, although they do not judge the accused.
7. Ignoring Kemi Olunloyo of HNN Africa. She's making a mess
of the entire issue enough for her to trend alongside. If you did not pay her
to do this, denounce her. Otherwise, you're either benefiting from or at least
enjoying her so-called investigative journalism.
8. How come you agreed to involve the police in a matter of
this nature? How come it was easier to write a petition to the police than to
reach out to the Dakolos directly and immediately? Timi Dakolo, husband to the
accuser had been expressing bitter disgust at the COZA pastor's sexual
activities claiming it is well known, since 2018. How come the hierarchy of
leadership did not reach out to him at once? Rather, when it became sensational,
they turned to the Nigerian police, an institution that no Nigerian has
confidence in. Not disappointing, they jumped in on the matter, and were soon
getting called out loudly for unprofessional conduct raising suspicion of -
their usual label - the brown envelope.
Addm:
The crowd of locals who embarked on a counter protest
against the #ChurchToo protest in Abuja did not appear to be COZA funded; just an
opinion.
Vicky 'Slessor' Akpan, Communication arts researcher and
student intern at Jabborro PR.
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