Zimbabwe Cricket’s Communications Crisis: When Missteps Off the Field Overshadow Effort On It

Zimbabwe Cricket’s recent public clash with Bulawayo Mayor David Coltart is a case study in how not to manage communications in the age of social media. What should have been an opportunity to reassure fans and stakeholders about transparency and meritocracy in player selection instead spiralled into a defensive, accusatory, and viral misstep.

The Wrong Tone, The Wrong Target

The statement issued by Zimbabwe Cricket read less like a measured response and more like a political broadside. By accusing Coltart of racially and politically motivated attacks, the organisation turned the spotlight away from cricketing concerns and onto personalities. Tone matters. In an era when every word is instantly amplified online, a combative stance signals insecurity, not strength.

This mistake mirrors other recent communication blunders:

• Air India’s disaster response: rushed statements without facts worsened panic instead of calming it.

• Machakaire vs Mahere social media spat: personal insults turned a policy debate into a circus, eroding public trust in both sides.

But it stands in contrast to the Astronomer case, where swift, factual, and transparent communication turned a potentially damaging controversy into a moment of reassurance. That episode showed the power of speed, clarity, and humility in winning back public trust.

What Zimbabwe Cricket Should Have Said

Instead of framing Coltart’s critique as malicious, ZC could have reframed the conversation by:

1. Acknowledging Concerns – Recognise that fans and critics care deeply about the integrity of selection. A simple line like, “We understand why concerns are raised—cricket belongs to every Zimbabwean”, would have diffused hostility.

2. Providing Transparency – Share selection criteria openly, using data and examples to show that merit drives decisions. Evidence speaks louder than accusations.

3. Inviting Dialogue – Position Coltart’s comments as part of a larger conversation, not a personal attack. Offering to meet stakeholders—fans, former players, administrators—would have signalled confidence and openness.

   
   

Lessons for All Communicators

The viral backlash against ZC highlights enduring lessons for any institution in the public eye:

• Never fight personalities, fight for principles. Once communication becomes personal, you’ve lost the moral high ground.

• Silence speculation with facts, not anger. Evidence reassures; emotion inflames.

• Speed and transparency build trust. The Astronomer case proved that a quick, clear response can turn critics into supporters.

The Way Forward 

Zimbabwe Cricket does not have the luxury of unforced errors. This is a fragile organisation in need of credibility. It should focus its communications on progress, the resurgence of certain players, grassroots investments, franchise cricket’s impact, and an expanded Test calendar. These are stories worth telling.

With a clear strategy anchored on transparency, humility, and proactive storytelling, Zimbabwe Cricket can reclaim its narrative. As with sport itself, communication is about discipline, patience, and timing. A rash swing rarely wins the match.