The continuing dispute between students and the University of Swaziland (UNISWA) over semesterization is turning into a public relations disaster for the university’s administration.
UNISWA has decided to suspend the examinations due to start today (Monday 21 January 2008). But the way the university announced the decision has failed to diffuse the situation and left students and the public confused.
Last Thursday police brutally attacked students at the gates of UNISWA’s Kwaluseni Campus and shot one defenceless by-stander in his own home
Following this violence from police (who were meant to protect the university community) and angry students the UNISWA Senate met on Saturday (19 January 2007) and decided to suspend the exams.
So far, so positive. It was clear to anyone who has been paying attention that the police of all people could not guarantee calm on the campus, so the move by the Senate was welcome.
What happened next was the public relations disaster.
I wrote on Friday (18 January 2008) about how UNISWA senior management communicates with its students, staff and the world at large, through paid-for advertisements / press statements. This means that the management doesn’t have to explain itself to journalists or anyone else.
True to form such an advert was sent off to the press. It appeared in the Times Sunday yesterday (20 January 2008). This is what it said in part. ‘… the examinations for undergraduate programmes scheduled to begin on Monday 21st January 2008 be deferred pending further advice from the Senate.’
When journalists approached students on Saturday who were holding a meeting at a venue away from the university (UNISWA has banned students from meeting on campus) about the contents of the statement the students were understandably confused about what it meant. The Times Sunday reported students asking for clarification ‘because they did not understand it.’
The confusion was about what happens next. If the examinations are suspended does that mean that semesterization is also cancelled? When would exams be held? This statement talked about undergraduate programmes, what would happen to the postgraduates?
Many students interviewed saw the statement as a trick to divide them, rather than as a way forward towards a solution to the dispute.
A badly written statement was the first part of the PR blunder. The second came when the UNISWA Registrar contacted by the Times Sunday for clarification ‘confirmed the suspension but declined to comment further.’ So, a genuine confusion could have been cleared up if a senior administrator of the university had wanted it to be. It remains a mystery as to why he stayed silent.
As a result tensions on the Kwaluseni campus remained high over the weekend and there were more scuffles between police and students. Today (Monday 21 January 2008) could be a very tense day at the university.
There was no need for any of this confusion. What went unreported was that at its meeting on Saturday the UNISWA Senate decided that the exams should be suspended because of the problem over safety. It resolved that all academic faculties should meet today (Monday 21 January 2008) to discuss what happens next. It was stressed that student representatives should be invited to the meeting. Time would also be given to them to consult with their fellow students and the ban on student meetings would be lifted. After faculties had met they would forward their recommendations on the way forward to the Senate for deliberation.
Why on earth didn’t UNISWA tell the students, staff, media and the world at large any of this? Students are now being consulted on the way forward. This is a major step forward in the dispute, but the chance may have been lost because UNISWA seems incapable of explaining its intensions in a clear manner.
Let’s hope all is not lost, because it is generally believed now that the only way this semesterization mess can be cleaned up is through discussion.
See also
SWAZILAND POLICE ON RAMPAGE
UNISWA has decided to suspend the examinations due to start today (Monday 21 January 2008). But the way the university announced the decision has failed to diffuse the situation and left students and the public confused.
Last Thursday police brutally attacked students at the gates of UNISWA’s Kwaluseni Campus and shot one defenceless by-stander in his own home
Following this violence from police (who were meant to protect the university community) and angry students the UNISWA Senate met on Saturday (19 January 2007) and decided to suspend the exams.
So far, so positive. It was clear to anyone who has been paying attention that the police of all people could not guarantee calm on the campus, so the move by the Senate was welcome.
What happened next was the public relations disaster.
I wrote on Friday (18 January 2008) about how UNISWA senior management communicates with its students, staff and the world at large, through paid-for advertisements / press statements. This means that the management doesn’t have to explain itself to journalists or anyone else.
True to form such an advert was sent off to the press. It appeared in the Times Sunday yesterday (20 January 2008). This is what it said in part. ‘… the examinations for undergraduate programmes scheduled to begin on Monday 21st January 2008 be deferred pending further advice from the Senate.’
When journalists approached students on Saturday who were holding a meeting at a venue away from the university (UNISWA has banned students from meeting on campus) about the contents of the statement the students were understandably confused about what it meant. The Times Sunday reported students asking for clarification ‘because they did not understand it.’
The confusion was about what happens next. If the examinations are suspended does that mean that semesterization is also cancelled? When would exams be held? This statement talked about undergraduate programmes, what would happen to the postgraduates?
Many students interviewed saw the statement as a trick to divide them, rather than as a way forward towards a solution to the dispute.
A badly written statement was the first part of the PR blunder. The second came when the UNISWA Registrar contacted by the Times Sunday for clarification ‘confirmed the suspension but declined to comment further.’ So, a genuine confusion could have been cleared up if a senior administrator of the university had wanted it to be. It remains a mystery as to why he stayed silent.
As a result tensions on the Kwaluseni campus remained high over the weekend and there were more scuffles between police and students. Today (Monday 21 January 2008) could be a very tense day at the university.
There was no need for any of this confusion. What went unreported was that at its meeting on Saturday the UNISWA Senate decided that the exams should be suspended because of the problem over safety. It resolved that all academic faculties should meet today (Monday 21 January 2008) to discuss what happens next. It was stressed that student representatives should be invited to the meeting. Time would also be given to them to consult with their fellow students and the ban on student meetings would be lifted. After faculties had met they would forward their recommendations on the way forward to the Senate for deliberation.
Why on earth didn’t UNISWA tell the students, staff, media and the world at large any of this? Students are now being consulted on the way forward. This is a major step forward in the dispute, but the chance may have been lost because UNISWA seems incapable of explaining its intensions in a clear manner.
Let’s hope all is not lost, because it is generally believed now that the only way this semesterization mess can be cleaned up is through discussion.
See also
SWAZILAND POLICE ON RAMPAGE
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