WHEN SILENCE SPEAKS LOUDER THAN SIRENS: A Masterclass in Crisis Judgment, Brand Boundaries, and the UBA–Elumelu Lesson
By Ishola N. Ayodele, fimc-CMC “Always address the Message before the Messenger” – Ishola Ayodele There is an African proverb that says: “The fly that no one chases thinks it is a king.” But there is another, far deeper one: “The man who chases every fly will never eat in peace.” Between those two proverbs lies the entire dilemma of crisis management. In the unfolding drama surrounding United Bank for Africa’s response to the false social media claims about Group Chairman Tony Elumelu’s marriage, I see a clear example of corporate overreach. While the desire to protect a respected leader is understandable, spearheading arrests has turned a private rumour into a public spectacle. I do not support fake news, but I believe UBA as an organisation should not have led the process of arresting these individuals. Knowing when to fight matters more than fighting every battle. 1. Knowing When to Fight: The Art of Discernment Over Reaction Knowing when to fight is more important than figh...