Every top marketer, brand manager and companies thereof associated with some of the world’s biggest stars – think R Kelly, Tiger Woods, Harvey Weinstein and Mzansi’s own Mampintsha – has had a hard time one way or the other having to deal with a particular scandal that engulf their most priced endorsers, and how to mitigate the damage that comes with it.
As experience has taught us, companies suffer greatly when celebrity associates get embroiled in a scandal.
Likewise, we’ve also learnt that the worst thing that could happen is when the affected firm chooses to make no public statement, and take no action, exactly the route that most follow.
Flip the coin, and engage with the situation authentically. Not only will this reduce the uncertainty, negative perceptions and help stabilize the public outcry, but more likely to bring positive returns to the company involved.
“These incidents can be an opportunity,” reads an article on hrb.com. “If a firm shows an appropriate response to the misbehavior, it can gain market value.”
Research by University of Connecticut and Free University of Berlin proved this right, and found that companies which fail to respond, show sound judgement – whether they chose to continue or suspend their relationships with their celebrity endorser – found themselves getting the short end of the stick.
In the same breath, Future Kings, a mentorship initiative aimed at training teenage boys to responsible manhood, warmly welcomed the decision by the organisers of the Cape Town International Jazz Festival to remove musician Sjava from the line up for this year’s event later this month.
“It is important to note that Sjava is innocent until proven guilty. Like all South Africans he deserves his day in court,” read the statement in part.
“Sexual violence against women and children is too serious a matter to leave to the courts alone. Such an allegation necessitates that Sjava be removed from all platforms until he is proven innocent. Putting him on stage and enriching him economically, would be spitting in the face of the work done to reverse gender-based violence and toxic masculinity.”
Rams Mabote, chief volunteer officer at Future Kings also condemns the behavior demonstrated by some the Sjava’s fans “who have gone out on a tirade to attack, insult and even threaten Lady Zamar for laying a charge of rape.
“This is an unfortunate indicator of how sexual violence is still trivialised in South Africa,” he said.
Meanwhile, Sjava released a statement Tuesday, telling his side of the story. Read it here.
