92 Driving connection, influence and advocacy WHAT IT IS This portfolio drives Grain SA’s voice, visibility, and influence. It ensures that the organisation’s advocacy, events, and media engagement operate in unison – amplifying the value of the grain producer, building trust in the brand, and reinforcing the link between research, economics, and farmer development. WHY IT IS IMPORTANT Producers face mounting pressures: climate volatility, input cost escalation, infrastructure uncertainty, and policy transitions. In such a dynamic environment, Grain SA’s credibility and influence depend on consistent, fact-based, and empathetic communication. Effective advocacy is impossible without a strong narrative, and strong narratives depend on proactive communication. WHO IS INVOLVED The Communication and PR team, supported by leadership, departmental heads, and spokespeople, works together with media partners, policymakers, and agricultural stakeholders. Every unit (Economics, Research, PGP, NAMPO, Marketing, and Membership) contributes insights that shape messaging, ensuring that Grain SA speaks with one informed voice. ACTION HIGHLIGHTS 2024/2025 STRATEGY WITH STRUCTURE A structured planning cycle embedded accountability and agility in how we communicate. Programmatic communication: The team adopted a structured 90-day planning rhythm aligning all campaigns and content with quarterly strategic themes. Message alignment: Established unified messages across departments which guided tone and timing across platforms, enabling consistency and clarity. Content planning: Implemented a live content plan, ensuring alignment with Grain SA’s quarterly themes and real-time industry developments and enabling real-time scheduling and measurement of reach and engagement. Outcome: Greater campaign rhythm and message coherence, reflected in improved audience engagement and stakeholder recall. ADVOCACY THROUGH COMMUNICATION Communication and advocacy were integrated as one function – using information to influence policy, protect producer interests, and position Grain SA as an evidence-based industry leader. Proactive stakeholder communication: Deployed WhatsApp groups, newsletters, and direct advisories to share targeted time-sensitive updates with members Advocacy integration: Embedded advocacy themes into media releases and spokesperson briefings – ensuring consistent narrative reinforcement around tariffs, input costs, market access, and climate resilience. BUILDING SYSTEMS AND DIGITAL REACH The year saw foundational digital infrastructure work: New unified website: Development of a redesigned Grain SA site and integration of NAMPO, NAMPO Cape, NAMPO ALFA and Grow for Gold platforms under a cohesive, accessible brand identity. Central Contact Register (CCR): Progressed towards establishing a fully automated system to manage member, media, and stakeholder contacts. Data-driven monitoring: Media reporting guidelines were introduced to track reach, sentiment, issue and advocacy traction per department, enabling evidence-based reporting to management – a first for Grain SA. COMMUNICATION, PUBLIC RELATIONS AND ADVOCACY
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