93 MEDIA, PUBLIC RELATIONS AND REPUTATION MANAGEMENT Strategic media engagement ensured that Grain SA retained a strong, respected public voice: Media relations: Reframed around advocacy themes such as input cost pressure, trade and tariff protection, and climate resilience. Media networking: Media database cleaning, new partnerships through online databases, and regular networking contact improved efficiency and response times. Positive visibility: Regular spokesperson visibility (CEO’s, economists, research leaders) positioned Grain SA as a credible source on sector performance and policy commentary. Outcome: Consistent positive/neutral sentiment and broadened thematic visibility around farmer recognition, transformation, and resilience. EVENTS AS PLATFORMS FOR INFLUENCE Grain SA’s events continued to serve as high-impact vehicles for communication, relationship-building, and advocacy: Benefiting: Sustained coverage across broadcast, print, and online platforms during flagship events – including Congress, NAMPO, Day of Celebration and the Grain Producer of the Year Awards – reinforced Grain SA’s credibility. NAMPO, NAMPO Cape, and NAMPO ALFA expanded engagement across value chain players. Grow for Gold, Day of Celebration, and Grain Producer of the Year Awards showcased transformation, innovation, and leadership within grain production. The communication team ensured brand alignment, storytelling depth, and multi-channel coverage before, during, and after each event – extending their impact beyond attendance. IMPACT HIGHLIGHTS 2024/2025 A measurable improvement in message consistency and response agility across channels. Strengthened confidence among journalists and policymakers in Grain SA as a credible information source. Improved visibility of leadership and experts in the national dialogue on agricultural resilience. A data-driven foundation for planning and accountability, linking communication effort to organisational outcomes. QUARTERLY 90-DAY IMPACT HIGHLIGHTS Q1 (October-December 2024): Laying the foundation The focus was on structure – establishing systems, data flow, and alignment across all communication channels. A clear, organised framework was needed to ensure consistency across multiple platforms and departments. The communication team collaborated with internal departments (Research, Economics, PGP, and Marketing) and the CEO’s office. Actions Outcomes Developed the 2025 Communication Content Plan, plotting all Grain SA themes and advocacy focus areas. Updated regional media databases to enhance regional targeting. Implemented systems for social-media scheduling and measurement. Initiated collaboration meetings with departmental heads to align quarterly messaging. A fully functional, system-driven communication calendar. Improved interdepartmental collaboration on messaging priorities. Established a baseline for analytics and tracking going forward. Q2 (January-March 2025): Building systems and insight This quarter focused on the transition from planning to execution; refining channels and ensuring data-driven decision-making to measure communication value accurately and demonstrate tangible impact to leadership. Drafting the message house framework across departments to ensure coherent advocacy language. COMMUNICATION, PUBLIC RELATIONS AND ADVOCACY
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