Day: September 15, 2025

Crisis Management in the Diamond Economy: Botswana’s Strategic Response to Economic Anxiety

By Musa Sunusi Ahmad:

In the realm of economic storytelling, Botswana has long stood apart.

The Southern African nation, hailed for decades as a model of stability and prudent resource management, owes much of its success to one sparkling asset: diamonds. Since independence in 1966, the country transformed itself from a near-impoverished state into a middle-income economy, thanks in large part to the carefully managed exploitation of its mineral wealth.

But now, the sheen is fading.

A significant decline in diamond output, global market pressures, and shifting demand have revealed a structural vulnerability. For a country where diamonds contribute more than 70% of export revenue and roughly one-third of GDP, the consequences are more than economic, they’re deeply psychological. Public confidence is shaken. Revenue gaps are growing. And the question reverberates across policy tables and kitchen tables alike: What happens after diamonds?

More importantly for our field: how does a government communicate through economic unease?

The Cracks in the Crown Jewel

Botswana’s troubles began surfacing in late 2024. Debswana, the joint venture between the government and diamond giant De Beers, reported a staggering 31% drop in production in Q4 compared to the previous year. By mid-2025, rough diamond sales had plummeted nearly 50%. The reasons are multifaceted: weakening global demand, the rise of lab-grown alternatives, and market saturation, particularly in Asia.

These figures translated swiftly into fiscal strain. Government revenue projections were slashed, non-essential projects paused, and discussions around wage payment delays began surfacing in both public sector unions and press columns. While Botswana’s economic managers have long been lauded for their discipline, even the most robust fiscal frameworks struggle under prolonged pressure.

But in Botswana’s case, it isn’t just about numbers. It’s about trust, and the messaging around it.

When the Economy Shakes, So Does the Public Mood

For a nation built on economic confidence, public perception is a vital currency. And in times of turbulence, communication becomes a core policy tool, not just an accessory.

The economic challenges facing Botswana have elicited a growing sense of unease among its citizens. Youth unemployment remains high, access to formal employment is tightening, and fears of recession loom. In communities where diamond-linked employment, direct or indirect, is a lifeline, the emotional stakes are rising.

That’s where strategic communication steps in.

The Government’s Communication Response: A Balancing Act

In 2025, Botswana’s government embarked on a multi-layered approach not just to economic management, but to message management. From a public relations and communications perspective, it provides a revealing case study in crisis messaging, expectation shaping, and long-term narrative control.

1. Reframing the National Conversation: From Diamonds to Diversification

At the core of Botswana’s messaging is a pivot from reliance to resilience. The state has accelerated its Economic Diversification Drive (EDD), positioning the initiative as a national imperative rather than a technocratic policy. Strategic communications teams have been tasked with rebranding sectors like tourism, agriculture, and technology as the “new diamonds”, symbols of a future not anchored in the past.

Crucially, this isn’t just about content, it’s about consistency. Government spokespeople, ministry press offices, and trade envoys have maintained tight message discipline, underscoring a single narrative: Botswana is evolving.

2. Transparency Without Alarmism

Botswana’s leadership has also walked a delicate tightrope: acknowledging the crisis without inciting panic. Public addresses from the Office of the President and the Ministry of Finance have been notably candid, openly discussing fiscal shortfalls, production declines, and the impact on state services.

But alongside realism comes reassurance. Communiqués emphasize the country’s sovereign wealth fund (the Pula Fund), strong reserves, and enduring investor confidence as buffers against a worst-case scenario. This careful blend of candor and calm reflects a textbook example of reputational risk management in government communications.

3. Protecting the Social Contract

Public trust is not only maintained through information, but through action. Recognizing the social risk of discontent, the government has prioritized job protection within the diamond sector where possible, and launched high-visibility up-skilling programs for youth and displaced workers.

Communications around these efforts have emphasized inclusion and access. National TV, radio, and social media have carried a unified message: You are not being left behind. For Botswana’s communications professionals, this has been a case of not just announcing programs, but making citizens feel seen within them.

4. Strategic Media Engagement

In a country with high media literacy and strong independent journalism, Botswana’s public information strategy has leaned into proactive engagement. Press briefings, editorial outreach, and collaborative storytelling with local journalists have allowed government messages to reach audiences via trusted intermediaries. In times of uncertainty, credibility is often best borrowed from respected voices.

Lessons for Communications Professionals

From a PR and communications perspective, Botswana’s handling of its diamond decline offers several insights:

Messaging must evolve with the economic narrative. When the engine of growth shifts, so must the symbols and language used to describe the future. Botswana’s shift from “diamond capital” to “regional innovation hub” is still embryonic, but communicatively essential.

Public reassurance depends on more than optimism. Botswanese citizens haven’t been pacified with platitudes. The government’s approach, grounded in data, tempered by realism, has retained public trust even in a downturn.

Trust is built through visibility and voice. In moments of economic panic, governments must speak with their people, not at them. Botswana’s use of vernacular media, community radio, and inclusive language has made a technical crisis feel humanely addressed.

Beyond the Diamonds: Crafting the Next National Identity

Botswana’s economic crossroads is more than a fiscal dilemma, it’s a branding challenge. The country’s global reputation has long rested on a glittering stone. Now, it must be reimagined.

For PR professionals, communications strategists, and policymakers across Africa, Botswana’s transition underscores an important truth: managing public sentiment during economic transition is as much a communications task as a financial one.

If diamonds once shaped Botswana’s story, storytelling may shape its next chapter.

The Migration Crisis in Africa: PR-Driven Solutions to a Humanitarian Challenge

By Musa Sunusi Ahmad:

The migration crisis in Africa is one of the continent’s most pressing and complex challenges. Every year, millions of Africans, fleeing conflict, poverty, climate change, or political instability, migrate internally or across borders in search of safety and opportunity. While policymakers, NGOs, and international bodies scramble for practical and economic solutions, there’s an often-overlooked but critical tool in this fight: public relations.

Strategic communications have the power to shift narratives, influence behaviors, and galvanize action. In the context of Africa’s migration crisis, PR can play a pivotal role in reshaping perceptions, creating awareness, fostering integration, and driving policy advocacy.

The Scope of the Crisis

According to the International Organization for Migration (IOM), over 40 million Africans are currently considered migrants, many displaced within their own countries due to conflict, drought, or development projects, and others taking perilous journeys across deserts and seas to reach Europe or more stable African nations.

Beyond the harrowing statistics lie stories of resilience and desperation. The root causes—ranging from economic hardship to environmental degradation, are systemic. But the crisis is also worsened by misinformation, xenophobia, and inadequate public understanding.

Why PR Matters in the Migration Crisis

Public relations are more than just reputation management, it’s a strategic approach to building relationships, influencing public opinion, and driving social change. In the migration context, PR can be deployed to:

• Educate local communities and host countries about the realities and contributions of migrants
• Counter misinformation and reduce xenophobia
• Humanize migrant stories through storytelling and media engagement
• Influence policymakers through advocacy campaigns

Coordinate communication among stakeholders, including NGOs, governments, and international agencies

PR-Driven Solutions to the Crisis

1. Narrative Shaping Through Strategic Storytelling

One of the most effective tools in PR is storytelling. Most coverage of migration is crisis-focused, highlighting tragedy, violence, and instability. A PR-driven solution would reframe these narratives by amplifying stories of hope, success, and contribution.

PR practitioners can work with journalists, social media influencers, and community leaders to showcase:

• Migrants contributing to local economies
• Youth-led initiatives by refugees in camps
• Cross-cultural collaboration and peace building efforts

Case in point: The “I Am A Migrant” campaign by IOM personalizes migration stories, fostering empathy and combating stereotypes. African PR agencies can replicate and localize such campaigns.

2. Grassroots Communication and Community Engagement

In many African countries, misinformation about migrants spreads through local gossip, unverified social media posts, and even religious or political leaders.

PR professionals can design hyper-local campaigns using:

• Community radio broadcasts
• Theatre and storytelling in local languages
• Town-hall forums facilitated by trained communicators

These platforms foster dialogue over division, addressing fears with facts and enabling peaceful cohabitation between migrants and host communities.

3. Social Media Advocacy and Digital Campaigning

With smart phone penetration growing across Africa, digital PR is a frontier for influencing youth attitudes toward migration. Hashtag campaigns, video content, and digital storytelling can:

• Raise awareness about the dangers of irregular migration
• Promote legal pathways and alternatives
• Showcase successful migrant entrepreneurs or students

Partnering with influencers who resonate with young Africans can boost reach and credibility.

4. Crisis Communication for Migration Events

When a migration-related event occurs—such as a boat tragedy or refugee influx—response communication is often chaotic. PR professionals should be embedded within humanitarian agencies to:

• Develop crisis communication protocols
• Manage media relations responsibly
• Coordinate messaging across stakeholders to avoid conflicting narratives

This builds public trust and ensures accurate, timely, and empathetic information reaches all parties.

5. Policy Advocacy and Stakeholder Engagement

PR strategies can also influence change at the top. By creating advocacy campaigns targeting governments, regional blocs like the African Union, and global institutions, PR professionals can:

• Push for better migrant protections
• Influence budget allocations for refugee support
• Drive the ratification and implementation of international migration treaties

White papers, thought leadership articles, and strategic lobbying efforts are classic PR tools that can elevate migration to a political priority.

The Role of PR Agencies and Practitioners

The migration crisis needs a cross-sectoral PR response. African PR firms, communication strategists, and NGOs must step into a proactive role, not just as storytellers, but as strategists, coalition builders, and campaigners.

Training local communicators in crisis messaging, cultural sensitivity, and conflict resolution will be key. Moreover, creating communication hubs within refugee camps and migrant communities can empower migrants to tell their own stories.

Communications for Change

Africa’s migration crisis is not solely an economic or political issue, it’s a human story that requires human-centered solutions. PR, with its unique ability to shape perceptions and influence hearts and minds, is a powerful lever for change.

The time is now for PR professionals to recognize their role not just in branding and reputation management, but in social transformation. By bringing empathy, clarity, and connection to the forefront, public relations can help reimagine migration not as a threat, but as a potential force for development and unity.