Page 37 - SM Aug-Sep-2014

On The Up – Young Lions Ascending the MArketing LAdder True success depends on having a 24/7 digital presence what these people think about current trends, read their comments, and evaluate their sentiments around the brand environment, because public opinion doesn’t always neatly dovetail with the messages communicated by the media. remember, too, that while twitter might be the most accessible of social media platforms, other channels – such as google hangouts and Instagram – also have a role to play, he says. Ditshego displaying his public speaking skills to students at the University of Johannesburg’s Doornfontein campus another battle which the industry must continue to fght is a defnition relations for the south african reserve corporate social investment (csI) New vs traditional of what, precisely, Pr is. It’s not about Bank’s launch of the mandela management is another area where Will the emphasis on elements like painting an organisation in the best light banknotes behind him, Kagiso-born the local industry needs to sharpen using social media to promote csI possible, even when all evidence points Ditshego (Kagiso is a township west of its skills. he contends that too many issues eventually replace traditional to the contrary. “We’re not spin doctors,” Johannesburg) was ready to go on his companies have not grasped the true Pr techniques? not at all, Ditshego Ditshego insists. “moreover, we can only own. Launching in the economically essence of corporate social investment; answers – communication vehicles amplify and promote good products – we repressed atmosphere of 2011, he instead, they operate industry-specifc like the traditional press release will can make what is good, better; but we quickly found that it was one thing to social investment. “say, for example, always have a role to play. that said, can’t make something that’s bad, good.” have lots of impressive experience as a logistics company issues a few if resources allow, he strongly suggests he would like to see public relations a Pr practitioner; quite another to wow bursaries for tertiary study. While a separate social media campaign become a profession where practitioners potential clients as a business owner. this is valuable, it’s not enough. In a – with an independent budget – to under-promise and over-deliver, so that “One of the frst things I learnt was the developing country like south africa, supplement any traditional public it is viewed as a discipline with importance of tailoring your offering to csI should contribute towards nation relations strategy. integrity – one where information is suit the client,” he explains. building; we need to identify the areas It is perhaps this cost issue that’s communicated as factually as possible Ditshego believes that, in the main, where our society is lacking and causing companies to shy away from and without manipulation. south african Pr agencies do a good examine how we can use our resources using digital platforms optimally, but he as for his own future, Ditshego is hoping job. “But there’s no denying that we to fll those gaps.” insists that they need to interact with to increase the market share of the lag behind [global] industry trends,” he Ditshego has taken his own advice consumers online. If they don’t, they’re business so that increased profts can be states. We’ve arrived back at the topic by spearheading read a Book which, losing out on opportunities to build ploughed into creating an international of social media, and he points out that having amassed more than 30 000 a rapport with the market and gauge footprint, with offces elsewhere in Africa there are still Pr practitioners – agency members in just two years, is the opinions around their brands. and beyond. another fervent hope is that heads, moreover – who don’t yet have country’s most widely followed book nor can this be achieved by random Pr will, one day, move out of its silo to twitter accounts, let alone understand club. “Improving literacy isn’t a function tweets sent out during normal working take its place as part of an integrated the workings of social media and how of Pr, but the reality is that reading hours. rather, true success depends on communications framework. it can be harnessed to achieve Pr improves school results which, in turn, having a round-the-clock digital presence, objectives. “there’s a synergy between helps to reduce crime. It also introduces ready to capture those consumers who Lisa CLoete Is a JohannesBurg-BaseD social and mainstream media. they kids to new worlds, giving them an idea aren’t interested in the night’s television PHOTOS: suPPLIeD FreeLance JournaLIst need to feed each other as sources of of how to handle issues such as gender viewing or who are taking advantage of sPecIaLIsIng In marKetIng, meDIa, BusIness, heaLth information,” he observes. and racial discrimination.” cheaper after-hours’ data rates. Find out anD LIFestyLe PuBLIcatIons. 34 strategicmarketing August–September 2014 August–September strategicmarketing 35