Whether it be raising awareness about government policies, marketing products for private sector corporations or small and medium enterprises, or simply getting critical messages to the public during disasters or pandemics, communication is perhaps the most vital component of almost any industry and government.
Online communication platforms such as social media, websites, and various communication apps like Viber have been around for many years. However, it was not until about 2018 that these tools were effectively leveraged and utilized in a coordinated manner as effective communication tools for organizations across Fiji and the Pacific.
At that time, the government was seeking an innovative solution to enhance its communications capabilities. I was already consulting for multiple organizations and took up the challenge immediately through my company, Vatis.
Little did I know that this journey would forever change Fiji’s communications landscape, with most major corporations, governments, and even media organizations using the strategies I developed.
Establishing your dissemination platforms is crucial. Mainstream media are extremely important and should be treated as partners by every organization. However, in the age of mass communication technology, it is critical for any modern-day organization or government to have its platforms, alongside media partners.
Communications encompass public relations, reputation management, disaster mitigation, marketing, and more. A unified approach is essential for effective strategy and implementation. My major focus for clients is always to build their own communication capabilities and assets while also maintaining a good relationship with the media.
Having your platforms is not only effective but also cost-efficient. Most online platforms can directly integrate with your organization’s customer service team to further improve client and audience satisfaction and boost product sales.
While we made many campaigns and online platforms go viral, the Fiji Government’s Facebook page is a perfect example of effectively leveraging online platforms. From a humble 80,000 followers and 200,000 reach a month before we took over to a whopping 453,000 followers and millions of organic views when we handed it over to the communications team.
This simple shift resulted in a significant rise in engagement with the government’s online assets and increased their popularity.
During natural disasters, having a proper communications team and infrastructure becomes even more critical, especially for an island nation like Fiji during a global climate crisis. The government must establish a robust communications platform to disseminate critical information to a large number of Fijians, ensuring everyone stays informed and safe. Communication saves lives, and this was our goal when setting up the government communications infrastructure.
From safety tips during COVID-19 lockdowns to coordinating the delivery of groceries and regular updates during cyclones and flooding, the Fiji Government’s Facebook page became a central source of all COVID-19-related information. Live-streaming press conferences and budget announcements were followed up with regular snapshots of information using infographics. Hundreds of thousands of Fijians engaged with the government’s social media assets daily, including thousands more concerned family members living abroad.
Effective and rapid communication to a maximum number of people was key.
Building customer service and complaint mechanisms has been a significant part of my work. The technology now allows for cost-effective platforms, making organizations accessible on various platforms, from websites and telephone calls to social media. We started this trend, developed it for many clients, and the method has taken off nationally, with most organizations now using mediums such as Viber communities.
Legal Aid Fiji’s query mechanism enabled people, especially those in rural areas or on the lower end of the socio-economic scale, to seek basic legal advice without having to travel to a legal aid office unless necessary. Coordinating water trucks during disruptions through multiple organizations is another example.
The world is changing fast due to the accessibility of information. Today, information is just a click away, and this technological advancement will continue to accelerate. Hundreds of thousands of Fijians are online daily, engaging with platforms like Facebook, Twitter, Instagram, and TikTok. Leveraging these platforms is essential for growing a business and accessing global markets.
While the peak performance days may have passed, many organizations continue to excel through the infrastructure and systems we set up. Hopefully, we have contributed to the country and future generations.
Effective communication is paramount. Even Steve Jobs, renowned for his innovation, was primarily a marketing genius who understood the power of conveying ideas.
Take care and be safe!
Arnold Chanel is an investor and business executive with years of tech expertise. He can be contacted at ceo@vanguardtech.pro. The views expressed in this article are his and not those of this newspaper.