Communication is what is heard not what is said

Artcaffe put out communication that sounded right. What the world heard however, was something very different.

In this zoom call we talk with Joyce Wamwirua famous for advocating for recognition of Art oriented careers on her YouTube Channel #AcoupleOfScenes and Mugambi Nthiga film maker renown for #Lusala and Actor. Paul Karingithi part of the Brand Spark PR team weighs in from a strategy perspective.

Here is an analysis of the situation and some ideas on how brands that get into this same situation can move beyond

3 Ways PR Could Have Helped Artcaffe Shape Its Message

1. Design communication in collaboration with (a representative from) your audience so that you can hear their push back in the board room before launching publicly.
2. Allow an insider to break the news. Artcaffe has worked with numerous artists over the years, one of them could have shared the competition to ensure buy in from tight knit commuities
3. Engage in the conversation by accepting your mistakes and apologise. This brings out the ‘human’ side of your brand… a fallible entity that is willing to learn.