Page 99 - GSA Annual Report / Jaarverslag 2013

BEMARKING
MARKETING
97
EXTERNAL COMMUNICATION
Communication and media strategy
The main aim of this strategy is to convey the image of Grain SA as a partner in sustainable food
security to all interest groups. These interest groups were identified as grain producers who are not
yet members of Grain SA, decision-makers and policymakers in government, leaders in the business
world and the general consumer. The ongoing message focuses on the fact that Grain SA wants to
establish profitable and sustainable grain production in South Africa and that the development of
emerging producers are extremely important to Grain SA.
To achieve this aim, the government must be made aware that Grain SA shares their concerns
in order to establish a sound and mutually beneficial relationship. Advertisements were placed in
prominent publications that are read by role-players in the government and business world.
Harvest SA
Since the magazine Harvest SA appeared for the first time in October 2012, it has communicated Grain
SA’s strategic message to the public, the value chain and the government. Cape Media manages the
compilation of the magazine and Grain SA receives eight pages in it every two months. Grain SA uses
the magazine as a medium to communicate important aspects regarding agriculture to the public and
the government. The content of the magazine mainly focuses on the importance of food security for the
country. The magazine is also available electronically.
samestelling van die tydskrif en Graan SA het elke twee maande agt bladsye daarin tot hul beskikking.
Graan SA gebruik die tydskrif as ‘n medium om belangrike aspekte rakende landbou aan die publiek
en die regering oor te dra. Die inhoud van die tydskrif fokus hoofsaaklik op die belangrikheid van
voedselsekerheid vir ons land. Die tydskrif is ook elektronies beskikbaar.