Grain SA Annual Report 2022

MEDIA LIAISON

The media community remains one of the organisation’s key stakeholders as they are the most effec-

tive means of informing the public about the activities of the organisation. Engagements with the media

across all platforms, social, digital and traditional channels were used to ensure improved accessibility

and increased activity of the organisation’s strategic focus areas.

Issued press releases were fully utilised, resulting in numerous regular interviews across print,

broadcast and online platforms, as was general news coverage valued at an advertising value

equivalent (AVE) amount of R66 324 287, up from R44 116 058 during the previous reporting

period. This coverage comprises an AVE value of R35 078 872 (up by 42%) for print media cover-

age; an AVE value of R13 200 491 (up by 200%) for broadcast coverage; and R18 044 923 (up by

21%) for online media coverage. The resulting numbers are the equivalent of what the organisation

would have paid if it placed an advertisement of that size or for that period. By assessing media

coverage in this way, and aggregating the calculations, a value can be assigned to the coverage

received within a specified period.

[R35 078 872]

UP FROM R24 765 423 LAST YEAR

[R66 324 287]

UP FROM R44 116 058 LAST YEAR

[R13 200 491]

UP FROM R4 403 665 LAST YEAR

[R18 044 923]

UP FROM R14 946 970 LAST YEAR

FIGURE 1

GRAIN SA’S ADVERTISING VALUE EQUIVALENT SPEND

Throughout the reporting period, Grain SA’s media coverage month-on-month indicates the

majority of print, broadcast and online coverage circulated during October 2021, March 2022,

May 2022 and August 2022.

Media traction in October surrounded the poor timing of the fuel price increases and the effect of the

diesel prices on the winter grain harvesting season. Favourable traction was generated by Grain SA’s

Grow for Gold National Yield competition, the only event the organisation could present in 2021 under

government regulations pertaining to the COVID-19 pandemic. Fertiliser and fuel prices affecting con-

sumers' pockets made headlines in November, while in late December 2022 coverage highlighted fears

of heavy rainfall raising the risk of crop failure and disease outbreaks. The new year kicked off with

reports of heavy rain putting a damper on South Africa’s maize crop estimate and reporting the

declaration of a national disaster, which was announced after heavy rains.

In March, breaking news announcing that the 2022 NAMPO Harvest Day, themed ‘Experience it!’ would

go ahead generated mixed yet mostly favourable traction for the organisation. Attention also turned

to high fertiliser prices, which raised concerns about wheat plantings towards the end of March. The

month further generated coverage of the effect of the Russia-Ukraine war on South African con-

sumers, with concerns about bread prices being expected to rise. Favourable media coverage during

the measurement period was received for the NAMPO Harvest Day as the organisation discussed

the success of the event, even amidst the initial negative sentiment that surfaced on some social

media posts. NAMPO’s positive trend continued through August with coverage surrounding NAMPO

Cape in September 2022.

MARKETING, NAMPO AND

RESEARCH COORDINATION