25 / 138
21
Communication and Public Relations
During the reporting year, the communication and public relations initiatives of Grain SA focused
significantly on networking and awareness activities. In order to advance and proactively approach
communication activities, various initiatives have been implemented to encourage and promote col-
laboration and a culture of sharing information internally among employees and Grain SA members,
and to promote a better understanding of the organisation and the reason for its existence.
When the COVID-19 crisis first erupted, many organisations, including Grain SA, experienced such
uncertainty that it was hard to comprehend what would emerge intact. Following that, the road ahead
remained difficult, but the organisation’s focus shifted from whether to return to normal to how to do so.
In general, the organisation was confronted with cycles of disruption and adaptation as most activities
and regular engagements were only confirmed in the second part of the reporting period. Clear
and concise communication was central to ensuring the success of all internal and external activities,
events and engagements in this phase.
The organisation had to communicate effectively to keep stakeholders and producers united and
informed, even when it did not have answers yet. The organisation remained committed to show-
casing the importance of the grain producer in the context of national food security for all.
BACK TO BASICS
The focus areas for the first part of the reporting period aimed to communicate with purpose in
our grain community-led world. Reaching producers with relevant information where and when it
mattered remained a top priority. Doing the right thing and being true to the values of the organisa-
tion when communicating and engaging with key stakeholders were even more important in the
changed environment. When everything opened up, life quickly went back to pre-COVID times,
while everything that had started amidst COVID stayed. As a result, planning, activities and com-
munication needs escalated tremendously.
Going back to basic principles in difficult times often results in renewed and focused direction. In this
regard, the communication and public relations for the reporting period aimed:
To, within its regional member channels, position the value-adding role of Grain SA in serving the
grain producer through delivering communication messages that were significant, up-to-date and
authentic in order to assist them with decision-making.
To engage with role-players and industry leaders to promote grain producers' role in ensuring
sustainable food security while highlighting the value-adding of the industry throughout the
preceding two years of COVID.
To continuously remain involved with members to ensure that they were well informed about
the activities of the organisation.
To ensure that policies of and actions taken by the organisation that advanced the community
interests of grain producers were communicated to all members.
In addition, communication efforts further aimed to enhance Grain SA’s:
Media management and planning
Focusing on ongoing media liaison support by providing consistent and timeous feedback
to members on the priorities and progress of the organisation.
Event participation and management
Focusing on support for key events like Congress, NAMPO, NAMPO Cape, NAMPO ALFA,
the Day of Celebration, Grow for Gold and the Grain Producer of the Year.
Communication research and knowledge management
Focusing on developing public relations strategies around key calendar events, providing access
to background material and resources required by media stakeholders and overseeing the effec-
tive functioning of the Grain SA, NAMPO and Grow for Gold websites.
MARKETING, NAMPO AND
RESEARCH COORDINATION