Optics and perception: How public figures shape narratives in times of crisis
By Tlhogi Ngwato
Why optics matter and what you should know!
Whether you like to admit it or not, how the broader public views you in your personal or professional life matters. It matters because it’s the difference between being well-liked, misunderstood, staying in a job or the grim opposite.
The saying, “perception is everything” really means it’s EVERYTHING because it shapes the lens through which people interact and engage with you.
Optics have the power to create heroes but most often generate victims – and that is why we are sat on the edge of our seats daily as content and news grab our attention!
Recent events have had many social media users’ tongues wagging, with split opinions some of which are rooted in misogyny and others with progressive understanding of some of the underlying issues.
This article’s intention is not to make comments on this prominent figure’s personal life and choice – rather, our focus is on the content released in response to the recent events, examining how optics were used to change or affirm a narrative and perception, the language applied and the impact of these responses to their main stakeholders.
So, what happened?
Popular social media influencer Mihlali Ndamase is no stranger to controversy. Her high-profile public life has subjected her to judgement and often inaccurate opinions of who she is by others, stemming from her public persona and the unrealistic expectations the public may have of her because of her platform.
Her current tumultuous relationship has been a salacious subject of scandal. After a public break-up, followers were shocked to learn that the pair had rekindled the relationship and were, by all attempts going private with the affair.
On the weekend of August 3, 2024, followers woke up to an image of Mihlali’s bruised face with a caption implying that she had been a victim of abuse.
Optics, in terms of shaping perceptions, relies on visual cues, language, messaging and actions all of which are rooted in psychological principles that influence how the recipients interpret and respond to the information presented.
When under siege, is the only option to fight?
And so, it follows that in difficult times and crises, our view of situations is often overshadowed by our involvement and what it could mean for our livelihood and social standing.
This can lead to defensive and reactionary statements and actions that do not benefit the parties involved.
In public relations and stakeholder management, we emphasise the importance of strategically deciding what to say, when and how to say it to present a favourable image of our clients to avoid losing investors, clients, income and a tainted image which can take years to repair.
The content released on Aug 3 and to date, emphasises the complex interplay of optics. Using Ndamase’s case this interplay can be seen in the following incidents and decisions taken.
The game of optics – Supportive or misleading?
The action of posting and deleting the images showing her bruised face and tagging a lover she accuses of abuse intendedly taps into two psychological principles of emotional resonance and confirmation bias.
Understanding the social climate, we assume that she anticipated that these images would have far-reaching repercussions due to her large social following and the pervasive concerns about violence against women.
This action not only garnered sympathy and support but also served to bolster pre-existing notions of abuse in their relationship as fuelled by rumours.
To stem the damage to his image he drafts a statement aiming to take the reader into his confidence, empathising with victims of abuse and an awareness of the endemic violence against women and then portrays himself as a victim of a woman who abuses substances and is obsessed and violent with him to absolve himself of accusations of violence.
This ill-advised approach takes from an old political play book of evasion and disparagement, aimed to cast aspersions and divert attention. We have seen this before in cases including Lewinsky vs Clinton, Bonang Matheba vs Euphonik and others where one party monsters or humiliates another to gain leverage.
Instead, public sympathy shifted even more strongly in Ndamase’s favour. This cleft in his credibility flows from previous accusations by his estranged wife of abuse and the counter-allegations and insinuations he makes against her which the audience recognised as manipulative and insincere attempts to save face.
Before deciding to draft and issue a public statement, it’s crucial to conduct a brand perception audit and ask if there is consistency between message, action and values. Should you find there is no balance then it is advisable to withhold comment until such time it is sensible to do so.
In a high-stakes first round of public perception, she sends him reeling and the lover inadvertently punches himself in the face showing he is unprepared and acting in haste.
Timing is everything.
Due to the increasing number of public figures driven by social media, the effectiveness and sophistication of Public Relations (PR) has once again been reduced to spin and releasing statements has become such commonplace that there is no artistry left.
A component of this artistry is timing, which is crucial to crisis and reputation management; you have between 24-48 hours before something escalates from an issue to a disaster.
An even shorter time due to social media, but there are ways to avoid saying too much or the wrong thing and making matters worse.
For all practical reasons, there was no need for the lover to release a public statement because his popularity is tied to her profile. Without her, he fades into the background and has no significant public presence. Instead, attention and communication should have been directed to his immediate business and personal stakeholders.
The unintended consequences of this misstep allowed Ndamase and her team to regroup and assess the damage this latest scandal may have on her brand.
While the immediate damage may be minimal, there could be possible long-term repercussions to consider.
As brand managers are people themselves and are not immune to the influence of perception and bias, these repercussions could include potential partners or family brands distancing themselves due to a tarnished image and/ or other risks that may stem from backlash from their stakeholders.
Lights, camera, action.
Given the context, it is only reasonable to infer that this reflective opportunity led to the release of a recorded video of her addressing the public.
In this striking display, she provides context and perspective. This is where we see why optics are referred to as the behaviour of light.
In a black-and-white video showing her bare face and bruises, she presented a solemn and emotional account of her situation.
The choice of grading depicts vulnerability and focuses on her raw expressions and physical state without the distraction of colour – and is used intentionally to amplify feelings of sincerity which helps the viewer resonate with her emotional and physical experience.
Once again, she delivers a powerful blow with well-executed visual cues. However, the effectiveness falters in her use of language.
She shifts from a vulnerable and personal tone to a detached and clinical point of view saying things like, “such cases can be complex, (and) escalate casually over time..”
She missed the opportunity to take responsibility for her part or to address the accusations directly. Instead, she shifts the focus to and advises the listeners to educate themselves on abuse – a missed opportunity to briefly discuss and confide in her viewer how this relationship isolated and/or damaged her relationship with self and others close to her.
Finally, she positions herself as a martyr herself, saying she “hopes to inspire others.” Her closing remarks should have never made it into the script because by surviving what she describes in the video women who follow her and are victims of ongoing abuse are encouraged to speak up.
Overall and despite the painful circumstances, this was a brilliant display of optics and a good understanding of PR in play. In difficult times, it’s crucial to address and align problems and solutions to values and substantive action.
Rectifying issues cannot only be in words and dressed up in lies or feigning transparency.
Organisations, brands and personalities are encouraged to prioritise proactive risk management by incorporating sincere and ethical efforts to address underlying problems.
Tlhogi Ngwato, the founder and managing partner of Manaka Publicity, has advised high-profile clients, companies, personalities, sporting personalities and organisations, offering strategic advice and training that has assisted them through some of their most difficult and thrilling milestones.