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Kommunikasie en openbare betrekkinge
Graan SA se kommunikasie- en openbarebetrekkinge-strategie
fokus op die deel van inligting en die skep van bewustheid oor graan-
produksie onder belangrike interne en eksterne belanghebbendes. Die
volgende aksies het uitgestaan:
Die opgradering van
Graan SA se webwerf
is afgehandel.
’n Eksklusiewe
digitale ledekaart
via die
JOYN-app
is bekend
gestel en word tans verder uitgerol.
Die digitale bemarkingstrategie is uitgebrei deur ’n selfs wyer sosia
lemedianetwerk, deur
interaktiewe kommunikasiemiddele
soos
die Graan SA-, NAMPO Oesdag- en NAMPO Kaap-webwerf, asook
Facebook-, Twitter- en Instagram-profiele.
Meer as 23 700 mense het ons
sosialemediavoetspoor
gevolg,
met ’n gekombineerde trefkrag van 13 937 274 volgelinge.
Te danke aan deurlopende
mediaskakeling
, het Graan SA se
algehele mediadekking vir die oorsigtydperk met 14% toegeneem.
Die
e-nuusbrief
is tweeweekliks uitgegee, terwyl die
SA Graan/
Grain
-tydskrif en die
Pula Imvula
-nuusbrief vir ontwikkelende
boere maandeliks verskyn het.
Graan SA
se diensaanbod is uitgebrei deur die
uitstalarea en
ledesaal
by die NAMPO Oesdag. Die verskuiwing van die NAMPO-
handelsware na die NAMPO-saal was uiters suksesvol.
’n Sigbaarheid is gehandhaaf by
uitstallings, werkswinkels en
boeredae
wat by die teikengehoor en fokus van die organisasie
inpas. Dit het die Boertjiefees, Swartland Skou, Bewaringslandbou-
boeredae, toekomsfokusdag, ledegholfdae en verskeie kleiner
landbou-inisiatiewe ingesluit.
Samevatting
2017/2018 was ’n jaar waarin die emosies van produsente weens grond-
hervorming en veiligheid op plase uiters hoog geloop het. Om die waarheid
te sê, het die aangeleenthede op plaasvlak meer en meer emosioneel en
minder ekonomies geraak. Ons mense het dus met dié onsekerheid gestoei
op makro-, mikro- en klimaatvlak. Dit het ons as Graan SA-span soms
tot groot kommer gestem, want as ’n produsente-organisasie is ons nie
toegerus om hierdie sielkundige aangeleenthede te hanteer nie. Waarvan
u wel oortuig kan wees, is dat die winde van onsekerheid nie net op plase
waai nie, maar regdeur elke hoekie van die bedryf en tot in die harte van
elke Suid-Afrikaner wat ’n hart vir boerdery het.
Die leierskap en personeelkorps moes vanjaar dikwels buite ons
gemaksone en in ongekarteerde waters opereer om produsente se be-
lange en die volhoubaarheid van die bedryf te beskerm en te bevorder.
Dankie dat u ons hiermee vertrou het. Die Graan SA-span (leiers en
personeel) was onder groot druk die afgelope jaar. Ons lewer graag
hierdie verslag aan u met groot dank en in alle nederigheid. Mag God
gee dat elke opregte gesprek, deelname en intervensie nie leeg tot die
graanbedryf sal terugkeer nie.
Om deur hierdie uitdagende en onseker tye te kom, is daar ’n stuk
geduld wat ons almal sal moet aanleer. Dit laat my dink aan die volk Israel
van ouds wat in stil gebed getrou rondom die stad Jerigo moes loop vir
ses dae lank, voor die deurbraak op die sewende dag gekom het.
Landbou is die enigste sektor wat ’n bydrae kan lewer om Suid-Afrika
gesond te maak.
Communication and public relations
Grain SA’s communication and public relations strategy focuses
on sharing information and creating awareness on grain production
among important internal and external stakeholders. The following
actions deserve to be mentioned:
The upgrading of
Grain SA’s website
was completed.
An exclusive
digital membership card
via the
JOYN app
was
released and is currently being developed further.
The digital marketing strategy was expanded by way of an even wider
social-media network, through
interactive communication means
like the Grain SA, NAMPO Harvest Day and NAMPO Cape websites,
as well as through Facebook, Twitter and Instagram profiles.
More than 23 700 people followed our
social-media footprint
,
with a combined impact of 13 937 274 followers.
Thanks to ongoing
media liaison
, Grain SA’s total media coverage
for the period under review increased by 14%.
The
e-newsletter
was published fortnightly, while the
SA Graan/
Grain
magazine and the
Pula Imvula
newsletter for developing
farmers appeared monthly.
Grain SA
’s service offer was expanded through the
exhibition area
and member’s hall
at the NAMPO Harvest Day. The relocation of the
NAMPO merchandise to the NAMPO Hall was extremely successful.
Visibility was maintained at
exhibitions, workshops and farmer
days
that fit in with the target audience and focus of the organisation.
These included the Boertjiefees, Swartland Show, conservation
agriculture farmer days, future focus day, member golf days and
various smaller agricultural initiatives.
Summary
2017/2018 was a year in which the emotions of the producers with
regard to land reform and safety on farms ran extremely high. In fact, the
issues at farm level became increasingly emotional and less economic.
Our people struggled with this uncertainty at macro, micro and climate
level. This was cause for great concern to us as the Grain SA team,
because as a producer organisation we are not equipped to deal with
these psychological issues. However, you can be sure that the winds
of uncertainty do not blow across farms only, but into every corner
of the industry and into the hearts of every South African who holds
farming dear.
The leadership and staff often had to operate outside our comfort zone
and in uncharted waters this year to protect and promote the interests of
producers and the sustainability of the industry. Thank you for trusting us
with this. The Grain SA team (leaders and staff) was under great pressure
this year. We present this report to you with sincere gratitude and in all
humility. May God allow every sincere conversation, participation and
intervention not to return to the grain industry in an empty state.
In order to survive these challenging and uncertain times, we will all
have to acquire a lot of patience. This reminds me of the Israelites of
old who had to circumnavigate the city of Jericho in silent prayer for six
days before the breakthrough came on the seventh day.
Agriculture is the only sector that can contribute towards healing
South Africa.
JF de Villiers
Chief Executive Officer
Uitvoerende Hoofbestuurder
Uitvoerende Hoofbestuurder se
TERUGBLIK EN STRATEGIESE OOGMERKE
Chief Executive Officer’s
REVIEW AND STRATEGIC OBJECTIVES