Not long ago, while revisiting my crisis communication notes from the University of Media, Arts and Communication, I was reminded of a timeless principle: every crisis presents opportunities. That truth came alive—yet sadly rang hollow—as I watched a recent public controversy unfold.
The Crisis Unfolds
The protagonist? Ralph, the outspoken #FixTheCountry activist. Known for his bold, sometimes confrontational activism—whether breaking into the National Cathedral site, confronting MPs, or commanding litterbugs to clean up—Ralph’s weapon of choice has always been social media.
This time, he stormed Ridge Hospital, live-streaming from the emergency ward while alleging misconduct and neglect. Injured himself, Ralph ranted in real time, demanding action.
The fallout was immediate. Some hailed him for exposing negligence, but many condemned him for breaching patient privacy and creating chaos in a place meant for healing. Old controversial remarks of his resurfaced—including one likening Ghanaians to animals—fueling outrage.
Then the situation deepened: a nurse accused Ralph of assault, theft, and causing disruption. The Ghana Registered Nurses and Midwives Association (GRNMA) weighed in, its General Secretary unleashing a fiery media tirade—attacking Ralph, the Health Minister, and even journalists who questioned the Association.
The rhetoric? Unfiltered and combative. Phrases like “foolish” and “nonsense” peppered interviews. GRNMA issued a 48-hour ultimatum for Ralph’s arrest, even threatening to shut down Ridge’s emergency ward in protest.
Yet, days later, an investigative report revealed inconsistencies. Claims of a dislocated shoulder were unsubstantiated. Meanwhile, the nurse at the center of the storm had already received a new phone and cash compensation. The GRNMA’s aggressive posture began to look like overreach.
Ironically, Ralph—who began as the accused—emerged appearing vindicated.
Four Opportunities GRNMA Missed
Handled with strategy, this crisis could have elevated GRNMA’s public image. Instead, credibility was eroded. Here’s what was missed:
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Reinforce Emergency Protocols
GRNMA could have explained why activists cannot disrupt emergency wards without jeopardizing care. That crucial message was drowned in noise. -
Educate on Triage
A perfect opportunity to explain how emergencies are prioritized—saving lives while addressing public misconceptions—was squandered. -
Champion Rights
By clarifying patient rights (privacy, care) and staff rights (safety, protection), GRNMA could have positioned itself as both professional and balanced. Silence prevailed. -
Provide Clear Complaint Channels
Instead of ultimatums, they could have highlighted proper reporting mechanisms. Ironically, it was the Health Ministry—not GRNMA—that later announced hotlines for negligence reports.
The Lesson
This saga is a textbook example of a crisis opportunity lost. In crisis communication, truth, composure, and clarity trump drama. The GRNMA did not need exaggeration, threats, or hostility toward journalists. They needed strategy and responsibility.
Handled well, this could have spotlighted GRNMA as protectors of both patients and nurses. Instead, they walked away with stained credibility, while Ralph walked away stronger.
The takeaway is simple: in crisis, turn the storm into a spotlight, not a stain.
Pen drops, softly.
About the Author
Pious D. Serwonu is a postgraduate student at the University of Media, Arts and Communication and a Public Affairs Officer with a decade of professional experience. His research interests include crisis communication and corporate social responsibility. He is passionate about using communication to shape a better Ghana and a healthier world.
