Afdeling Bemarking
Marketing division
Public relations
Grain SA’s
public relations strategy focused on
building its networks and creating awareness of its
activities during the year under review. In our belief
that innovative messaging and especially consistency
are important tenets of maintaining and growing the
organisation, we continuously encourage information
sharing among members internally and focus on
strengthening networks with agricultural role-
players and stakeholders externally.
Focus areas
We specifically focused on the following concepts that
are vital to positioning the organisation through its public
relations activities:
► Differentiation – ensuring our efforts, communication
offerings, service to grain-producing members, issue
discussions and public relations strategies make our
organisation unique.
► Associations – ensuring the results of all communication
and media activities that are portrayed characterise
the organisation’s endeavour to focus on all matters
relating to the well-being and policy environment of
the industry.
► Identity – ensuring the organisation and its employees
are portrayed as technical experts who want to
promote the grain producer’s role in ensuring
sustainable food security.
► Goodwill – ensuring the policies and actions taken by
the organisation that benefit others and advance the
community interests of stakeholders are communicated
to all members.
In addition to these concepts, our communication efforts
further aimed to enhance Grain SA’s:
►
Media management and planning
We focus on ongoing media liaison support to the
Grain SA Executive by providing consistent and timeous
feedback to members on the organisation’s priorities
and progress. Planning activities also included targeted
briefing sessions with media partners and communication
of outcomes from the different working groups.
►
Event participation and management
We focus on support for key events like Congress,
NAMPO, the Day of Celebration and the Grain Producer
of the Year function.
►
Communication research and knowledge management
We focus on developing public relations strategies
around key calendar events, providing background
material and resources required by media stakeholders
and overseeing the effective functioning of the
Grain SA website.
Our public relations component embarked successfully on
the following projects during the year under review:
► Providing an effective media relations service
for the Grain SA Executive, focusing on building
and cementing relations with the print and
electronic media.
► Ensuring that all engagements and activities of the
Openbare Betrekkinge
Graan SA
se openbarebetrekkinge-strategie het
gedurende die oorsigjaar op die bou van netwerke
en die skep van bewustheid van sy aktiwiteite gefokus.
Omdat ons oortuig is dat innoverende boodskappe en
veral konsekwentheid belangrike beginsels is om die
organisasie in stand te hou en te laat groei, moedig
ons lede deurlopend aan om inligting intern te deel
en fokus ons daarop om netwerke met landbourol-
spelers en -belanghebbendes ekstern te versterk.
Fokusareas
Daar is spesifiek gefokus op die volgende konsepte, wat
noodsaaklik is om die organisasie deur middel van sy
openbarebetrekkinge-aktiwiteite te posisioneer:
► Differensiasie – versekering dat ons pogings, kommu-
nikasie-aanbiedings, diens aan graanproduserende
lede, besprekings van kwessies en openbarebetrekkinge-
strategieë ons organisasie uniek maak.
► Assosiasies – versekering dat die gevolge van alle
kommunikasie- en media-aktiwiteite wat uitgebeeld
word, die organisasie se strewe kenmerk om te fokus op
alle sake wat op die welstand en beleidsomgewing van
die bedryf betrekking het.
► Identiteit – versekering dat die organisasie en sy
werknemers uitgebeeld word as tegniese kundiges
wat die graanprodusent se rol in die versekering van
volhoubare voedselsekuriteit wil bevorder.
► Welwillendheid – versekering dat die beleide en
optrede van die organisasie waarby ander baat en
wat die gemeenskapsbelange van belanghebbendes
bevorder het, aan alle lede gekommunikeer word.
Benewens hierdie konsepte was ons kommunikasiepogings
verder gemik die verbetering van Graan SA se:
► Mediabestuur en beplanning
Ons fokus op deurlopende mediaskakelingsondersteuning
aan die Graan SA-hoofbestuur deur konsekwente en
tydige terugvoer oor die organisasie se prioriteite en
vordering aan lede te verskaf. Beplanningsaktiwiteite
het ook gefokusde inligtingsessies met mediavennote
en die oordra van uitkomste van die verskillende
werksgroepe ingesluit.
► Deelname aan en bestuur van gebeurtenisse
Ons fokus op ondersteuning van belangrike gebeure
soos die Kongres, NAMPO, die Dag van Feesviering en
die Graanprodusent van die Jaar-funksie.
► Kommunikasienavorsing en kennisbestuur
Ons fokus op die ontwikkeling van openbarebetrekkinge-
strategieë ten opsigte van belangrike kalendergebeure
en verskaf agtergrondmateriaal en hulpbronne wat
mediabelanghebbendes benodig, en kontroleer die
doeltreffende funksionering van die Graan SA-webwerf.
Ons openbarebetrekkinge-komponent het die volgende
projekte in die oorsigjaar suksesvol aangepak:
► Verskaffing van ‘n doeltreffende mediabetrekkinge-
diens aan die Graan SA-hoofbestuur, met die fokus
op die bou en versterking van betrekkinge met die
gedrukte en elektroniese media.
► Versekering dat alle ondernemings en aktiwiteite van
die organisasie toepaslike blootstelling in plaaslike sowel
as internasionale media ontvang.
► Versekering dat die publiek die belangrikheid van die
graanprodusent en sy rol in voedselsekuriteit vir Suid-Afrika
besef. Doeltreffende kommunikasie oor die moontlikheid
van “beurtkos”, wat tydens Kongres 2015 beklemtoon is,
was onder andere ‘n hoogtepunt.
Mediaskakeling het ook ‘n belangrike rol gespeel in die
verspreiding van inligting oor belangrike gebeure op die
Graan SA-kalender. Reg deur die oorsigtydperk het die open-
barebetrekkinge-aktiwiteite daarop gefokus om noue kontak
met die media te handhaaf ten einde maksimum toegang
oor kwessies wat die graanprodusent raak, te verseker.
Ons prestasies
► Voortsetting van die suksesvolle onthaal van lede in die
nuwe Graan SA-ledelokaal en uitstalarea by NAMPO.
► Integrasie van kommunikasiepogings om interaksie
met al ons belanghebbendegroepe te versterk om die
gehalte van ons gesprekke en die relevansie van die
inligting wat ons gedeel het, te verbeter.
► Geslaagde verdere betrokkenheid by die nasionale,
provinsiale en plaaslike departemente van Landbou,
Bosbou en Visserye en beklemtoning van die rol wat
graanprodusente speel in volhoubare voedselproduksie.
► Geleentheid om gesprekke en betrokkenheid by
belanghebbendes wat belangrike onderwerpe
in die landbou-omgewing betref, te skep.
► Interaksie met belanghebbendes by verskillende
uitstallings en werkswinkels.
► Verdere ontwikkeling en suksesvolle benutting van sosiale-
media-platforms om lede en die publiek oor Graan SA se
aktiwiteite en die belangrikheid van landbou in te lig.
Graan SA het verskeie platforms gebruik om ons lede en
belanghebbendes te bereik.
organisation receive appropriate exposure in domestic
as well as international media.
► Ensuring that the public realise the importance of the
grain producer and his role in food security for South
Africa. Communicating effectively about the possibility
of ‘food shedding’, which was emphasised during
Congress 2015, was one of the highlights.
Media liaison also played a significant role in the dissemination
of information on major events on the Grain SA calendar.
Throughout the period under review the public relations
activities focused on maintaining close contact with media
at all levels so as to ensure to maximum access on issues
affecting the grain producer.
Our achievements
► Continued the successful entertainment of members at
the new Grain SA members' hall and exhibiting space at
NAMPO.
► Integrated communication efforts to underpin all our
interactions with each of our stakeholder groups in order
to improve the quality of our conversations and the
relevance of the information that we shared.
► Successfully continued to engage with the national,
provincial and local Department of Agriculture, Forestry
and Fisheries, highlighting the role grain producers play
in sustainable food production.
► Created opportunity for discussion and engagement
with stakeholders around important topics in the
agricultural environment.
► Interacted with stakeholders at different exhibitions
and workshops.
► Further grew and successfully utilised social media plat-
forms to inform members and the public of Grain SA’s
activities and the importance of agriculture.
Grain SA used various platforms to reach our members and
stakeholders.
1. Willem Voogt
Manager: Marketing and
Financial Services
Bestuurder: Bemarking en
Finansiële Dienste
2. Alzena Gomes
Public Relations Officer
Skakelbeampte
3. Dirk Kotzé
Member Marketing and
Communication Officer
Ledebemarking- en
Kommunikasiebeampte
4. Elray Stuurman
Supporting Officer: Marketing
Ondersteuningsbeampte: Bemarking
5. Patricia Mahlatsi
Administrative Officer: Levies
Administratiewe Beampte: Heffings
6. Hailey Ehrenreich
Committee Officer: Western Cape
Komiteebeampte: Wes-Kaap
7. Toit Wessels
Member Marketing and
Communication Officer
Ledebemarking- en
Kommunikasiebeampte
1
2
3
4
5
6
7
48
49
