I for one, am quite excited that 2012 is starting on a high note for South Africa and the Southern African Development Countries (SADC) in particular taking into consideration President Jacob Zuma’s presiding role over the United Nations Security Council. What a breakthrough!
In my view, this time presents an opportunity for Africa as a continent to highlight its developmental progress, to review its social opportunities, to produce a united crystallized agenda, to position a shared political need and to advance a unique economic role to the global audience.
Recently, the SA’s International Relations Department said in a statement that: Yes, with the last rays of the 2010 FIFA World Cup’s dusk still peering over the horizon, South Africa still has an influential platform – a platform it can use to play a dual role. Firstly to put its weight behind other African countries that are dragging their feet in solving specific challenges, secondly to take a lead by holding the torch for Africa as it grab a very certain anticipated, unique opportunity to make itself more and more relevant to the global socio-economic agenda.
“South Africa will use its presidency to explore concrete measures to strengthen the relationship between the UN and regional organisations, in particular the African Union, in conflict prevention, management and resolution.”
In spite of a few hiccups that the SA brand encountered during the 2010 FIFA World Cup, the global market was left convinced that SA is highly able to host international tournament of that calibre – SA positioned the continent for more such opportunities. Throughout the tournament, South Africans managed to present a united front, a good team-spirit and it displayed a warm welcoming attitude that left behind a sweet taste which can only award nothing but more prospects.
As if to blow my bubble, just as we are under the spotlight…
Bang, the University of Johannesburg got entrapped into the mismanagement of student administration where a life was lost and 17 people were injured. There is no doubt that this tragic avoidable incident impacts badly on how the outside world perceive South Africa – it creates a negative perception to both local and international tourist.
Bang, as if to rub salt into the wound, the Modimolle’s brutal attack on a woman and the killing of her son was devastatingly and overwhelming sent a chill down my spine. Incidents such as these are just not needed – it creates a sense of insecurity – a feeling of vulnerability, a tone of an unsafe environment……. real or imagined.
Bang, now the Southern part of the Kruger National Park is said to have been hit by a torrid thunderstorm and floods which led to terrified pupils, residents and international tourists being evacuated by helicopters abandoning their belongings. This incident was climaxed by a horrific incident of a car being feebly swept away under a bridge in Hoedspruit …. highlighting the fact that our infrastructure (roads, bridges and dams) needs a lot of attention, surely 300mm of rain is manageable – I mean, we do need the water don’t we? Yet when it comes in abundance we seem to be unable to channel it properly to where it should flow into.
Yes – crime, mistakes, accidents, acts of God are a part of life; therefore I am not disheartened. I do not think it is all doom and gloom. I am still very excited about 2012 and the prospects it brings.
Bad incidents should be viewed as a reminder that we are all custodians of a brand, at all times. Excellent reputation management is required for a country to prosper, a region to thrive, a continent to be well-perceived.
There are many benefits to having a consolidated image.
A consistent message strategically positions a brand in terms of trade and tourism in the current increasingly competitive marketplace. We all just need to play our part, no matter how minute it may seem!
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