The article below was written on 9th May 2024 by Cynthia Mwangi on her Twitter(X) feed. We at Usanifu sought her permission to share it as it is because we believe that creatives, especially those who have core roles in content creation and visual story-telling, need to step in, in collaboration with relevant national and county government authorities and act.

The target audience for this idea is local and international tourists interested in visiting the Maasai Mara.

CRISIS COMMUNICATION PLAN

Goal: Mitigate the negative impact of floods on Maasai Mara tourism and reassure potential visitors that the reserve remains largely operational.

Target Audience:  Local and international tourists interested in visiting the Maasai Mara.

Key Messages:

  • The Maasai Mara is vast and the floods only affected a limited area.
  • Most lodges and camps are unaffected and remain open for business.
  • The Maasai Mara’s wildlife viewing is still exceptional.
  • Efforts are underway to rebuild affected areas for a future return.
We need to utilize platforms like Facebook, Instagram, and X to spread the message. Share captivating photos and videos showcasing the unaffected areas of the Mara and its wildlife.

Communication Channels:

  • Press Release: Issue a press release with clear and concise information about the situation. Highlight the unaffected areas and ongoing operations.
  • Social Media: Utilize platforms like Facebook, Instagram, and X to spread the message. Share captivating photos and videos showcasing the unaffected areas of the Mara and its wildlife.
  • Travel advisories: Work with travel advisory boards to ensure their information is accurate and reflects the limited impact of the floods.
  • Targeted Email Marketing: Reach out to past visitors and travel agents with email campaigns showcasing the beauty of the unaffected areas and ongoing hospitality.

Messaging Tone:

  • Empathetic: Acknowledge the severity of the floods and express concern for those affected.
  • Transparent: Provide clear and honest information about the situation.
  • Reassuring: Emphasize the vastness of the Mara and the normalcy of operations in most areas.
  • Positive: Showcase the continued beauty and wildlife experience the Maasai Mara offers.
Responsible Tourism needs to be highlighted by addressing any environmental concerns arising from the floods and emphasize sustainable practices in the Mara.

Additional Considerations:

  1. Partner with unaffected lodges and camps: Encourage them to offer special promotions and packages to attract tourists during this time.
  2. Highlight responsible tourism: Address any environmental concerns arising from the floods and emphasize sustainable practices in the Mara.
  3. Long-term strategy: Develop a plan to rebuild affected areas with a focus on responsible and sustainable infrastructure.

Cynthia is a PR & Comms strategist, moderator/MC and Member of the PRSK and AMWIK. Published with Permission.