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. INTRODUCTION: SETTING THE SCENEChris Skinner. . . . . . Title: Culture, public relations and the 2010 World Cup. What are the challenges for PR in South AfricaAuthor's name: Chris Skinner Institution / Organisation:University of KwaZulu NatalCountry: South Africa. . This event is about much more than sports
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1. PANEL 2
Culture and public relations disasters: Quo vadis Africa?
Chris Skinner
Ronel Rensburg
Kingsley Eyita
6. Title: Culture, public relations and the 2010 World Cup. What are the challenges for PR in South Africa
Author's name: Chris Skinner
Institution / Organisation:University of KwaZulu Natal
Country: South Africa
7. This event is about much more than sports it is about Africa and Africas ability to host the world. It is about getting out from underneath the welter of negative press coverage our continent receives. It is informing the world that we have much to offer, that our people are ready to receive the world, ready to host those who come to the World Cup and that when they come they will receive a wonderfully unforgettable African experience
Ke nako, Celebrate Africas Humanity.. (Address by Minister in the Presidency, Dr Essop Pahad, on the occasion of the opening session of the 2010 National Communication Partnership Conference, Sandton, Gauteng, South Africa 29 July 2008).
8.
The expectations!
Short term
$5.5 billion to the economy
415 000 new jobs
480 000 foreign tourists
35-40 billion TV viewers.
Long term
Greatly improved tourism infrastructure
Enhanced reputation for service
Quality travel experience
A set of legacy projects of benefit to the continent as a whole
9. The key PR challenges
Getting the various role players together in a concerted team effort
Publicising government efforts to address key issues such as electricity supply, an accessible and safe public transportation system, crime ,safety and security
Developing close and harmonious media relations both locally and internationally
10. Generate amongst the public at large a genuine commitment to hosting next years World Cup.
Be prepared to make it a wonderfully unforgettable African experience
11. The German experience
At the same critical juncture in the build up to the 2006 competition Germany faced:
Xenophobia
Highest unemployment rate since World War 2
Match fixing
Elimination from Euro 2004
12. Two years and one World Cup later the country, once divided by the infamous Berlin Wall, was transformed.
The hosting of World Cup 2006 is believed to have been one of the leading catalysts in this transformation
13. Can South Africa also turn the FIFA World Cup to its advantage?
Dr Nikolaus Eberl, author of Brand Ovation: How Germany won the World Cup of Nation Branding believes South Africa can also transform itself just as Germany did by hosting a successful FIFA World Cup.
14. I believe African and South African communicators and the media, as well as the people of South Africa prior to and during the competition will be responsible for changing international perceptions of the country and the continent. But in order to be successful, South Africa needs to tap into its culture of Ubuntu in order to win the hearts of international visitors in 2010 much as Germanys friendly visitors campaign did. South Africa and Africa also needs to make its heroes known to the world
15. In the final assessment it will therefore, be through the planning efforts of the 2010 National Communication Partnership and other initiatives combined with the warmth and spirit of the African welcome that will make next years World Cup a unique and unforgettable experience.
Ke nako, Celebrate Africas Humanity
16. View of Table Mountain and the new Greenpoint stadium
17. Title: New dimensions in community relations: the role of culture and public relations in Nigeria
Author's name: Kingsley Eyita, MNIPR, CPRP
Institution / Organisation: Kee Kommunications Limited
Country: Nigeria
18. Introduction and background:
In Nigeria, the host government and the oil corporations are partners in the exploration and exploitation of the resources, but there has been no significant policy change toward the welfare of the oil producing areas... the strength of their common economic interest overrides all local rights to the mineral resources ... They have little or no regards for local (community) welfare
19. Community relations: In the Nigerian oil and gas industry, a good number of literature show that researchers have studied the guiding paradigms for this concept (Evuleocha, 2005; Ite, 2004; Amaeshi et al., 2006; Turner et al., 2004; Idemudia, 2007). Their verdicts relate more with what this paper calls the philanthropic model which is expressed through CA (community assistance) and CC (community compassion). This model merely portrays the host community with a bowel in hand begging for crumbs to be dropped for its survival. The problems with this model are numerous.
20. Demands from host communities were simply fulfilled by offering scholarships for secondary and tertiary education which the industry liberally granted;
Environmental awareness both internationally and in Nigeria was comparatively lower;
Concerns for human rights in host communities where oil exploration went on was very minimal;
Nigeria was not subject to the kind of international scrutiny being witnessed today;
Industry-community relationships were characterised by respectful deference and calm (Omole, 1998:2-3).
In such a peaceful, largely illiterate and rural operating environment, these companies probably failed then to:
1) Interpret the prevailing socio-political and economic culture that weighed heavily against the oil rich Niger Delta communities;
2) Predict how such culture would evolve in the future to influence their public relations strategy and organisational culture(s).
21. Traditional Nigerian public relations strategies were deeply ingrained in coercive theory as Professors Opubor and Nwuneli have observed. Modern Nigerian persuasive ideology is not yet free from various forms of coercion as compliance-gaining strategy. That explains why terms like: obey before complain, with military alacrity, with immediate effect and many others are still relevant in our parlance. Military officers cars display their stickers, berets, horse-whip (koboko) all to scare the public and gain advantage over others on the roads.
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23. Products Region of origin % of derivation paid
Groundnuts North 50
Cocoa West 50
Palms produce East 50
Then the culture of true federalism applied. But when oil and gas extracted from the Niger Delta (which by some curious coincidence, is made up of minority ethnic groups) began to yield huge revenues, the derivation principle was revised, changed and finally dropped by government.
That explains why forces from the minority ethnic groups are agitating for true federalism in Nigeria as a sure solution to the Niger Delta crisis.
But what is the way out?
24. Omole (1998) reveals that in this 21st century and further:
The challenge for the public relations practitioner will not be how best to successfully launder image, but how well he (she) can expose superior performance, and how credibly he or she can manage and explain contemporary challenges and emerging issues...the manager will not be hired to clean up the mess resulting from bad policy or unacceptable behaviour as such unwholesome events would be exposed sooner than later given the pervasive nature of global information technology he/she will be hired to enhance the ability of the employer to formulate good policies and behave in a manner acceptable to the small, more open and prying world of the 21st century
25. Challenges confronting the African PR practitioner:
Also, courtesy of the satellite communication technology, the global village theory is now a modern reality. People or interest groups in distant countries and continents now have instant access and chances to learn, interact, exchange and share ideas. In an era of instant, worldwide communication, information is readily available and accessible as the media now rapidly spread the news to audiences once unimaginable.
More and more people are enlightened courtesy of formal and informal education. On the basis of all these PR practitioners worldwide, would have to adopt what this paper calls the Per-T-A-C concept of public relations. Here, he/she is expected to help management to Perceive issues and their trends, and then Think extensively on their significance and consequences as a base for Actions which must be followed by Communication.
26. The concept of Glasnost and Perestroika in the new dimensions in community relations:
As guest speaker in the 1993 NIPR event, Mr Joachim Schroder from Switzerland, said and I want to quote: In the past few years four messages had a significantly stronger impact than any international public relations campaign: New Thinking, Glasnost, Perestroika, and We are the people! According to him these four messages broke through all barriers and have had a lasting effect on global communication.
My thinking is that the new dimensions in community relations in Niger Delta also revolve around these principles. As literature reveals, Glasnost means new openness and Perestroika restructuring.
The new dimensions in community relations place strong demands on stakeholders in the Niger Delta. In the light of new realities, they have need for new thinking in their community relations strategies. One of the ways is for them to embrace the culture of openness to themselves and to the communities. With that comes the need for a holistic restructuring.
27. For instance the issue of true federalism, as was the case when Agriculture was the hop of Nigerias economy, deserve mention here. Added to that is the place and role of democracy as an ideology, where the wishes of the people dictate who qualifies to rule and why. To pretend that these issues, which are components of Nigerias socio-political culture, do not affect the practice of public relations in Nigeria is like giving Satan awards to saintly activities.
28. The following provides a sound cultural foundation for successful PR practice in Africa. This too is how to enhance excellent corporate-community relations in this 21st century and after:
29.
Thank you very much for your time and attention.
Kingsley Eyita, MNIPR, CPRP.
Keekommunications Nigeria Limited.
keekommunications@yahoo.com; kingsley.eyita@gmail.com.
30. Title: President Jacob Zuma, Umshini Wami (Bring me my machine gun) and a countrys reputation tarnished abroad rebranding South Africa
Authors name: Ronel Rensburg
Institution / Organisation: University of Pretoria
Country: South Africa
31. WHAT IS WRONG? THE NEGATIVES 31
32. OBJECTIVES OF PRESENTATION
What is acceptable of South Africas reputation?
What is wrong with South Africas reputation?
How can PR be utilised to cope with culture and to brand South Africa?
33.
WHAT IS ACCEPTABLE OF SOUTH AFRICAS REPUTATION?
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35. T ECONOMIC POWERHOUSE OF AFRICA
WINE INDUSTRY
GOLD AND DIAMONDS
ECOTOURISM
AFFORDABLE
BEAUTIFUL NATURE
THE WEATHER
LARGE BUSINESSES AND INDUSTRIES
A CRITICAL MASS OF STRAIGHT THINKERS
HOPEFULLY NOW A STRONGER POLITICAL OPPOSITION
A WORLD IN ONE COUNTRY -ALIVE WITH POSSIBILITIES
GOOD RUGBY AND CRICKET
OSCAR WINNING MOVIE TSOTSI AND CHARLIZE THERON
LADYSMITH BLACK MABASO - MUSIC
A GREAT FUTURE?
2010 AND A SUCCESSFUL FEDERATIONS CUP
DIVERSE CULTURES 35
36. WHAT IS WRONG WITH SOUTH AFRICAS REPUTATION?
37. CRIME!!!!! 37
38. THERE IS MORE
FOREIGN POLICY STINKS ROBERT MUGABE; QUIET DIPLOMACY
HEALTH STRATEGY DISASTER
DENIAL OF HIV/AIDS
JULIUS MALEMA NEW ANC YOUTH LEADER
CORRUPTION AND CIVIL DISOBEDIENCE
RAPE
MOST LEADERS ARE ON SUSPENSION AND OTHERS ARE ACTING
THE LEADERS ARE DISABLING AND NOT ENABLING
RECENT TAXI UPHEAVAL
THE DALAI LAMA
THE ANC IS VIEWED AS AN OVERPOWERING GREY IMMANENCE THE PARTY 38
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41. THE USA HAS OBAMA
SA HAS ZUMA:
Up for corruption
Involved in rape charges
Polygamist
Populist
President
Traditionalist
Different messages for different audiences
44. HOW CAN PR BE UTILISED TO COPE WITH CULTURE AND BRAND SOUTH AFRICA ON THE GLOBAL STAGE?
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48. IN 1996 SIMON ANHOLT COINED THE TERM NATION BRANDING
NATION BRAND INDEX (NBI) IN 2005 TO MEASURE THE IMAGE AND REPUTATION OF THE WORLDS NATIONS AND TO TRACK THEIR PROFILES AS THEY RISE OR FALL
A COUNTRY CAN BE BRANDED AND ITS REPUTATION MANAGED BY PR 48
49. BRAND AUDIT DIAGNOSE THE CURRENT SITUATION BRAND/ REPUTATION
DIAGNOSE THE FUTURE SCENARIO
MANAGE THE TRANSITION DE-BRAND
DETERMINE THE BRAND/ REPUTATION DRIVERS
RE-BRAND (IMAGINEER)
COMMUNICATE THE REVISED BRAND
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50. WHAT CONSTITUTES A COUNTRYS BRAND? PRODUCTS/ SERVICES/ EXPORTS
PEOPLE
ENVIRONMENT
SOCIAL RESPONSIBILITY
GOVERNANCE
VISION AND LEADERSHIP
FINANCIAL PERFORMANCE
EMOTIONAL APPEAL
CULTURE/ HERITAGE
INVESTMENT AND IMMIGRATION
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55. Africa is ours; the continent is ours. The only continent in the world that is shaped like a question markMzwakhe MbuliPeoples poet
56. CONCLUSIVE REMARKS AND SUMMARY
Chris Skinner