By Bongiwe Dlamini

MBABANE:Mancoba Mabuza,a Public Relations expert says,since the employment of seasoned journalist Percy Simelane as the King’s Spokesperson,Mswati’s side and position on certain issues is communicated very well.

Speaking to this Swaziland News on Friday,Mabuza said Public Relations “is about managing the reputation” of an institution or an individual adding that,this requires certain communication skills.

“When managing a reputation for an institution or an individual,you don’t allow a narrative to run without correcting it.I would make an example;if you allow a false narrative to run and penetrate the public opinion unchallenged, that narrative if consistently repeated,then becomes the truth in the eyes of the ordinary person”, he said.

The PR expert said,shortly after being employed,King’s Spokesperson Percy Simelane was able to understand that,the narrative is now driven on digital media and as a result,he became open to all media entities to respond to questions about the Office of the King.

“In Public Relations,you don’t ignore publications because the narrative will reach the public domain and be consumed by the public.Percy is very strategic,he knows when to respond and other issues that fall within the jurisdiction of other Ministries, he just refer the journalists to those Ministries,that’s what you do in Public Relations.The ability of knowing that this issue is above me,it needs further consultation from my superiors or be responded by those above me,is also a skill”, said the PR expert.