Vergeleke met ander hoofstroom-landbougesprekstendense
het Graan SA op ‘n maand-tot-maandgrondslag buitenge-
woon goed presteer (sien
Figuur 5
).
Interessant genoeg bevat Graan SA se publikasiewoord-
wolk (
Figuur 6
) en dié van die Graan SA-hoofbestuur in
die plaaslike pers hoofsaaklik Engelse sleutelwoorde vir die
verslagtydperk (twaalf maande), wat daarop dui dat ons
fokus op veral Engelse mediaplatforms om die organisasie
by ander nietradisionele teikengehore te bemark, wel slaag.
Gedrukte media
Graan SA het sy drukmediateenwoordigheid vergroot en die
oorhoofse getal knipsels het met 1 052 moniteringseenhede
toegeneem – ‘n 100%-verskil vanaf 1 Januarie 2015 tot 31 De-
sember 2015 vergeleke met 1 Januarie 2014 tot 31 Desem-
ber 2014. Daaglikse koerante het 31% van die dekking in
die drukmedia uitgemaak, gevolg deur verbruikerstydskrifte
met 25% van die dekking (
Figuur 7
en
8
).
Uitsaaimedia
Graan SA het sy uitsaaiteenwoordigheid vergroot en die
oorhoofse getal knipsels het met 785 moniteringseenhede
toegeneem – ‘n 100%-verskil vanaf 1 Januarie 2015 tot
31 Desember 2015 vergeleke met 1 Januarie 2014 tot
31 Desember 2014. Radio-uitsendings het 71% van
die uitsaai-mediadekking behels, en die televisie die
oorblywende 29% (
Figure 9, 10
en
11
).
Marketing division
Afdeling Bemarking
Print media coverage per media type
Drukmediadekking per tipe medium
7
Figure
Figuur
Grain SA’s publication word cloud
Graan SA se publikasiewoordwolk
6
Figure
Figuur
Openbare betrekkinge (vervolg)
Compared to other mainstream agricultural talking trends,
Grain SA performed exceptionally well on a month-to-
month basis (see
Figure 5
).
In the local press, Grain SA’s publication word cloud
(
Figure 6
) as well as the word cloud of the Grain SA Exe-
cutive interestingly contained mainly English keywords
for the reporting period (twelve months), indicating that
our targeting of especially English media platforms to
promote the organisation to other non-traditional target
audiences was succeeding.
Print media
Grain SA increased its print media presence and the overall
clip count went up by 1 052 monitoring units – a 100% differ-
ence from 1 January 2015 to 31 December 2015 compared
to 1 January 2014 to 31 December 2014. Daily newspapers
contributed to 31% of the print media, followed by consumer
magazines with 25% of the coverage (
Figures 7
and
8
).
Broadcast media
Grain SA substantially increased its broadcast presence and
the overall clip count went up by 785 monitoring units – a
100% difference from 1 January 2015 to 31 December 2015
compared to 1 January 2014 to 31 December 2014. Radio
contributed to 71% of the broadcast media coverage and
television the remaining 29% (
Figures 9, 10
and
11
).
Public relations (continued)
01/2015
02/2015
03/2015
04/2015
05/2015
06/2015
07/2015
08/2015
09/2015
10/2015
11/2015
12/2015
Grain SA (global all
publications)
Graan SA (wêreldwyd
alle publikasies)
Similar agri-publications
(Global all publications)
Soortgelyke landbou-
organisasies(Wêreldwyd
alle publikasies)
Hits/
Besoeke
300
Agricultural discussion trends
Landbougesprekstendense
5
Figure
Figuur
44
188
259
105
205
50
102 112
94
101
88
160
194
157
58
33
47
52
60
68
34
66
53
37
240
180
120
60
0
52
53
Daily newspaper/
Dagblad
Sunday newspaper/
Sondag-koerant
Saturday newspaper/
Saterdag-koerant
Weekly newspaper/
Weeklikse koerant
Local urban newspaper/
Plaaslike stedelike koerant
Local rural newspaper/
Plaaslike landelike koerant
Monthly newspaper/
Maandelikse koerant
Local newspaper insert/
Plaaslike koerantinvoegsel
Government insert/
Regeringsinvoegsel
Consumer magazine/
Verbruikerstydskrif
Business to business magazine/
Besigheid-tot-besigheid-tydskrif
Financial consumer magazine/
Finansiële verbruikerstydskrif
Financial business to business/
Finansieel besigheid-tot-besigheid
Custom magazine/
Vaktydskrif
31%
3%
3%
1%
10%
2%
2%
0%
25%
20%
1%
0%
2%
2%
Print media coverage per province
Drukmediadekking per provinsie
8
Figure
Figuur
South Africa/
Suid-Afrika
Free State/
Vrystaat
Western Cape/
Wes-Kaap
North West/
Noordwes
Mpumalanga
Eastern Cape/
Oos-Kaap
KwaZulu-Natal
Gauteng
Limpopo
Northern Cape/
Noord-Kaap
9%
58%
4%
1%
5%
4%
7%
0%
1%
10%
Broadcast media coverage per province
Uitsaaimediadekking per provinsie
10
Figure
Figuur
Eastern Cape/
Oos-Kaap
South Africa/
Suid-Afrika
Gauteng
KwaZulu-Natal
Western Cape/
Wes-Kaap
North West/
Noordwes
Free State/
Vrystaat
Limpopo
Mpumalanga
45%
2%
4%
10%
2%
11%
1%
2%
23%
Broadcast media per station type
Uitsaaimedia per stasietipe
9
Figure
Figuur
Commercial/
Kommersieel
Community/
Gemeenskap
Paid/
Betaal
PBS
25%
27%
29%
20%
