Social media is the one place where we connect unreservedly, uninhibited by borders. Many relationships have started and blossomed on social media. In fact, marriages have been nurtured on these streets.
Whereas social media has tremendously impacted human connections, the value stretches further for businesses and corporate organisations. Every PR Manager will attest that social media is a key tool in a communicator’s arsenal.
The current social media blackout in Uganda has got me thinking hard about the value of social media and its impact on corporate communications. If you are not familiar with Uganda’s latest, let me bring you up to speed.
On 13 January 2026, two days before the Uganda general elections, the internet was shut down following a directive from the Uganda Communications Commission (UCC).
Whereas rumours had swirled weeks prior regarding a possible internal shutdown, many had dismissed it as fake news. In fact, the UCC emphatically denied the allegations, assuring Ugandans of an uninterrupted internet connection during the elections. We believed them (at least I did). We thought, surely, in 2026 it would not happen. Not again. “Internet blackouts were a thing of the past,” or so we thought.
Then, at approximately 2.00 p.m. on 13 January, the unthinkable happened. The dreadful dossier began doing the rounds, swiftly circulating across WhatsApp groups ― the internet would be shut down at 6.00 p.m. on Tuesday, 13 January, as announced by the UCC. No WhatsApp, no X, no emails, no Google search, no Zoom meetings, no webinars, no internet access whatsoever. It was back to the 1990s in Uganda. We huffed and puffed, but all in vain.
Eventually, the shock wore off, and Ugandans moved on. We managed. Soon we realised that the internet being off was not so bad after all. The social media detox was much needed. We connected more with our people, focused our energies elsewhere, and life went on. TV and radio became our primary sources of news, and we thought, “Oh well, life without the internet is not so bad after all.”
Then came Monday, and work resumed. The internet had been turned back on, but social media was still off. We went about developing e-posters to promote events and activities that were due. And then it dawned on me ― social media was off. We did not have access to the platforms on which to upload the posters. How would we publish the posters? Would we be able to reach non-members with this information? I had quickly forgotten that social media had been our go-to platform for event promotion. An event poster shared on WhatsApp, X, and LinkedIn spread like a bush fire. We were stuck.
Social media has numerous perks for corporate communications. The ability to broadcast messages widely, access to global audiences, instant messaging, affordability, targeted communications, effective measurement, and direct audience engagement, not forgetting the privilege of self-publication and self-broadcasting, uncensored, are not to be taken lightly.
Here are some communication options for PR Practitioners in a social media blackout:
The good old email does not disappoint. Email is considered old-fashioned, but it still works effectively. It reaches the audience directly, and with email marketing tools, measurement is possible. Newsletters, brochures, e-posters and other messages can be distributed via email. If you have a database of customer contacts, consider using email. Remember to provide an opt-out option to adhere to privacy guidelines.
Text Messages. The Short Message Service (sms) has never gone out of style. Like email, its effectiveness is measured in the ability to directly reach the intended audience. Be careful not to spam customers with too many unsolicited messages, and, like email, respect customers’ privacy by providing an opt-out option.
Telephone calls. Arguably, the most effective communication tool, because of the personal connection and the ability to obtain real-time feedback. Telephone calls are criticised for being resource-intensive. However, if you have a small customer group to work with, they are an effective option.
Webinars. These are ideal for reaching wide audiences. As they allow for lengthy real-time interaction using both audio and visual cues, they are excellent for nurturing leads and moving prospects along the customer journey from consideration to conversion. Ideal for product launches, demonstrations and consumer education.
Mobile apps. Send push notifications and use in-app messaging to communicate product developments and available offerings.
Leverage the organisation’s events. Events are owned media. Use MCs to announce your product, event or service. You may also slot in an announcement in the CEO’s speech/remarks or display posters at intervals on the event screens.
Websites and Search Engine Optimisation: Now is a good time to make the most of Search Engine Optimisation. Post on your website blogs, videos and image content relating to your product or event. Optimise this content by adding keywords in the headers, body text, title tags and image alt tags. If your website content is optimised, crawlers will pick up your content and rank it in the Search Engine Results Page, increasing your online visibility and click-through rate.
Consider Search Engine Marketing (SEM) options like pay-per-click advertising if you need instant results, e.g. promoting a product within a limited timeframe.
Client portals. This is ideal for membership organisations. At the beginning of the year, member portal log-ins are frequent as members access invoices and key updates to get them started in a new year. Post your updates on the landing pages of your members’ portal for instant visibility. Remember to add calls to action to prompt conversion.
Mass media: Paid media like radio, television and print are ideal for reaching mass audiences. If your product, service or message is for a mass audience and you have a budget to support promotion, mass media platforms will be ideal for awareness.
Public Relations: Earned media is excellent for raising awareness on a budget and further enhances the credibility of your message. Writing and distributing captivating press releases can earn you good exposure. Remember to check the key news values of impact, timeliness, proximity, prominence, unusualness, conflict, or human interest, lest your press release be moved to the editors’ spam inbox.
Thought Leadership: Build authority and keep your audience informed by sharing knowledge and thoughts on issues relating to your event or product.
Word of mouth. Probably the most effective promotional tool. Turn your customers into advocates by maintaining service quality. Your internal customer (staff) is equally an effective advocate. Feed them with information, and they will spread the word. Motivation is key here. HR must be on board.
The above are not one-size-fits-all. Remember to consider the nature of the event/product, your goals, the audience, promotion timeframe and your budget, among other factors. It will be important to distinguish between your owned media, paid and shared media at this stage. Your owned media platforms will work well for you. Identify and leverage them.
So, after penning this, I remember that LinkedIn, my go-to blogging platform, is inaccessible. I hope this catches an editor’s eye.
