29 Jan 2013 | Tony Leon | Original
Publication: Bdlive
An FNB ad campaign criticising the government seemed enough to unsettle
a 100-year-old liberation movement that is soon to celebrate two decades in
power, writes Tony Leon
IN THE 11th century, Ibn
Hazm, regarded as the leading thinker of his day in the Arab world, advised:
"He who would treat friend and foe alike will only arouse distaste for his
friendship and contempt from his enemy."
Okay, that was about
1,000 years ago and he was writing from Cordoba in Spain. Still, as SA watched
the spectacular somersault by FNB last week, this thought had some contemporary
and local resonance.
At the beginning of last
week, FNB was the perhaps unlikely promoter of an edgy, online campaign giving
voice to the next "born free" generation, which seemed an innocuous,
commercially savvy exercise in free expression. By Friday, FNB appeared to have
buckled to the local equivalent of a mafia shakedown, administered with brutal
efficiency and typical bombast by African National Congress (ANC)
secretary-general Gwede Mantashe.
For those who admire
naked displays of power politics, the denouement of the FNB saga will provide
an object lesson. But for those measuring SA’s democratic health and maturity,
the outcome is less reassuring.
The inflammation of
rhetoric — with the ANC Youth League calling FNB "treasonous" and the
egregious and voluble Mantashe accusing Anglo American Platinum of
"theft" — provides one such negative measure.
FNB’s quick surrender
perhaps provides another, although, in future, maybe business schools will use
the bank’s confusing and changing message during the week as a master-class
example of how not to handle a communications crisis. Anyway, the online
reaction to Friday’s capitulation, with expletives substituting for the
"F" and the "B" of FNB, will rank the "You Can
Help" campaign as a contemporary public-relations (PR) disaster,
validating Hazm’s warning.
But this campaign was
launched online via YouTube and the adverse reaction to it, and then the
denunciation of the visit by the bank to ANC headquarters, turned it into a
"cyberwar" on Facebook and Twitter — which points us in another
direction.
Perhaps President Jacob
Zuma and his supersized Davos delegation were too busy dealing with the
contradictions between his "we’re open for business" message in the
Swiss Alps and the war against business being waged by his apparatchiks at home
to take notice of a survey released on the sidelines of the World Economic
Forum.
Edelman, the world’s
largest PR firm, published its findings (based on annual interviews in 26
countries) on trust in public institutions. As Gillian Tett writes in the
Financial Times, it revealed that on a five-year view, or since the financial
crisis of 2008, "there has been a sharp downturn of credibility commanded
by business, government and the media". Tett observes that while "faith
in leaders" (such as bank CEOs and government officials) has ebbed to a
record low, there is a "sky high" public faith in technology:
"People might not trust banks or bureaucrats, but they do trust their
BlackBerrys, iPhones and Facebook friends."
"Trust," Tett
concludes," is being expressed in horizontal ways, rather than on a
vertical axis."
Friday’s display of power
politics at Luthuli House was a classic example of the old vertical pressure
(the chastened CEO is reprimanded by the political boss and an apology follows).
The online response, in a country with more cellphones than people, was beyond
the control of any of the parties and proves the volatility of what Tett calls
"the wisdom of cyber-crowd rules". It provides a democratic antidote
to the old politics.
On the subject of old
politics, last week Tim Cohen provided an interesting take on the eerie
similarities between the ANC attack on FNB and the 1987 assault on its
predecessor Barclays Bank by PW Botha. Of course, in the democracy of today,
compared with the authoritarian structure then, the negative response is
easier, provided it is exercised.
However, another parallel
struck me. When Botha launched a root-and-branch assault in Parliament on
Barclays CEO Chris Ball, he went on to use the fig leaf of a show trial, in the
form of a judicial commission, to secure a conviction. In a spectacular use of
parliamentary privilege, Progressive Federal Party MP Dave Dalling revealed
that the instrument chosen by Botha to exact his revenge, Cape judge president
George Munnik, had previously had his bank account closed by Barclays because
he had defaulted on his debts.
These days, compliant
judges might be used elsewhere, but they do not seem necessary to bring
business critics to heel.
The objection to the FNB
campaign was apparently based on a couple of (admittedly, script-perfect) girls
and boys criticising the government. Is this enough to unsettle a 100-year-old
liberation movement that is soon to celebrate two decades in power? It is time,
perhaps, to reread the old fairy tale, The Emperor’s New Clothes, and remember
who unmasked the naked emperor.
• Follow Tony Leon on Twitter: @TonyLeonSA