The past few weeks the world news features oppressed Tunisians and Egyptians, mostly college students, protesting autocratic leaders and government corruption. To coordinate the demonstrations protesters are using the online social sites Facebook and Twitter. In January 2011, fueled by information released in last year’s WikiLeaks, angry Tunisians successfully overthrew and exiled authoritarian President Zine el-Abidine Ben Ali and his family, referred to as the Jasmine Revolution. A few weeks later Egyptians followed Tunisia in a similar revolt to end the strict reign of autocratic leader President Hosni Mubarak. However, Mubarak’s reaction to disband protester communications provides world leaders with a lesson on “what not to do” in a crisis. Leaders fearful of similar demonstrations in their countries should prepare crisis management plans now before things escalate.
While protests in Tunisia were ongoing, Mubarak made his first mistake by not acknowledging his country may be next. How was that a mistake, you may ask? To answer, I turn to the experts. According to Timothy Coombs professor, in his book, “Ongoing Crisis Communication” (I used older version), there are three-stages of a crisis: pre-crisis, crisis event and post-crisis. Since the conflict in Egypt is ongoing, only two stages, pre-crisis and crisis event, can be applied to the Egyptian conflict.
During the pre-crisis stage, Coombs’ book identifies three subsections. The first subsection is signal detection in which Mubarak should have recognized the Jasmine Revolution in Tunisia would impact the Egyptian nation. Once a signal was detected, then any data available should have been collected and reviewed. While collecting information, Mubarak (or staff) an opportunity to interact with Egyptians through social networks and to negotiate solutions was present. However, Mubarak didn’t take any steps to prevent the uprising because of his autocratic mentality and in the next stage the world watched as the event escalated.
When the Egyptians did rebel and call for the resignation of the Egyptian president, Mubarak made his second of many mistakes and entered the crisis event stage. Egyptians are protesting and calling for the president to leave Egypt, what does Mubarak do to eradicate the situation? The president dismisses his cabinet, establishes a curfew, and requests military aid. One of many more mistakes included an unsuccessfully attempt to diminish protesters’ coordination efforts by blocking Facebook and Twitter. When this didn’t produce desired results, the president made the biggest mistake by activating an Internet “kill switch” and beginning what some call World Web War I. On Friday, Jan. 28, 2011, web monitors watched as Egyptian servers began to drop off the system. One server linked to the world economic market remained online, but Monday it to was shut down. The next step in Mubarak’s plan, limit cell phone and landline use. In response, Google and Twitter teamed up to aid the Egyptian people by providing ways around Mubarak’s restrictions. However, even these unusual actions by the president didn’t impact the people’s ability to mobilize more demonstrations.
Instead of banning communications in the crisis stage, Mubarak could have taken many different approaches to the situation. Some actions the president could have implemented include: taking action in the pre-crisis stage and establishing an online presence; resigning upon the protesters request; requesting a meeting with protest leaders to determine a peaceful solution; seek communication advice of successful political leaders; etc.
Recently, Mubarak appears to be seeking advice from political leaders. Tuesday, Feb. 1, 2011 President Hosni Mubarak announced he would end his reign in Egypt at the end of his term in September and aid in the transition to the successor the Egyptian people elect. Emphasizing Mubarak’s announcement, President Barack Obama addresses the world indicating his discussions with Mubarak and the Egyptian president’s acknowledgment of ending his term in September. Obama continues in his speech to commending the military on keeping demonstrations peaceful and acknowledging the protesters that “their voices are heard.”
Following these announcements two impressions of the impact have been expressed. In Egypt, the local television station (government sponsored) shows videos of the Egyptian people’s response. One video contains footage of pro-Mubarak protesters at a close angle shouting praises to the president. The other video footage is from the square opposing protesters are located. However, this video is shot from a distance and the protestors blend into the background making it appear as though they are disbursing. Other mediums’ content displaying the opposing demonstration continuing (not decreasing) and protesters still demanding Mubarak to leave Egypt now.
Considering the advancements in technology and the popularity of social sites, world leaders should learn from Egypt and begin utilizing online mediums to engage their nations. One suggestion to these leaders would be to educate themselves in online forums or to request advice from Obama on how to engage in social media. During his campaign and now, President Obama maintains an active role in online communications. He has a dedicated Internet communication team updating social sites, interacting with bloggers, sending out newsletters, Tweeting, and sending emails. After visiting the White House’s Web site, I signed up to receive information on legislation. Now I receive letters from the president, the first lady, the vice-president, and other cabinet members either giving me an update on legislation or expressing best wishes for various holidays. Many American’s disagree with the president (even I do at times), but I have to commend him on his online communication presence.
