Dear Radisson Blu Management,
I write this message as both a South Sudanese citizen and a journalist who is a committed country development advocate.
The recent message from your hotel management about security advisory and workforce reduction has created widespread unease because such declarations issued by a worldwide five-star well-known brand directly impact how the world views our nation.
I must admit that since South Sudan gained her independence from Sudan in 2011, it has struggled to create its position among international nations. Thus, large institutions must avoid intensifying fear by presenting balanced information about the existing resilience and progress and opportunities which exist in South Sudan as a sovereign young republic. Your statement extends beyond your hotel operations because it has a possibility to affect prospective investors and tourists along with international organizations that evaluate South Sudan as a potential business destination.
Your first statement extends past simple miscommunication because it involves the proper understanding of context. Political and security challenges in South Sudan need accurate handling since messages about these matters should reflect the country’s rebuilding efforts. Through your warning statement, you inadvertently promoted a negative perception that discourages foreign engagement instead of building mutual understanding.
South Sudanese do not seek complete silence about security matters but instead, advocate for responsible communication that highlights both South Sudan’s current challenges and its potential and hospitality. The international community values your presence because your brand delivers employment and services and establishes worldwide relations. Radisson Blue Hotel has the obligation to act as a developer of progress rather than a propagator of fear.
Remember that your apology fell short of the following:
* Radisson Blue Hotel didn’t acknowledge the mistake in clearer terms.
* The hotel has never in any way taken full responsibility by acknowledging the impact rather than suggesting uncertainty.
* The apology doesn’t specify the exact content of the previous statement that caused the misunderstanding.
* The hotel in the apology shifts blame instead of addressing the core issue.
As a communication specialist, I recommend that your hotel management build stronger relationships with local representatives while gaining knowledge about the complete political climate of South Sudan to maintain communications that present a fair understanding of the country. Every individual supports a nation that combines safety with prosperity. Your words should create opportunities for development rather than work against them.
Majak Daniel Kuany Alier is a journalist, communication & PR consultant.
Contact: kuanyalier@gmail.com / +211925848660