Media is crucial to national branding

TUMELO SETSHOGO
Correspondent | Friday February 1, 2008 00:00

Seale was speaking at a (BEDIA) workshop at the Gaborone Sun this week where he was invited to share the South African experience on the role of the media in branding.

'Opportunity and Tranquility Beckon' is the stripe line on the branding logo.

'Both the domestic and international media bring mobilization of the brand to life,' Seale said. For the information and message to stick, Seale said the media should 'repeat the message till it sticks. Be proactive and agile to respond.'

Another factor is for the branding authorities to create good working relations with the media 'both domestic and international.' He said media tours and briefing of editors on the brand are important in disseminating the information to the public.

'Reporters should not to be left behind. They should be briefed on stories reflecting the brand and intensive analysis of their reporting on the brand should be carried out,' Seale said.

But it can be very expensive to brand a country because many advertisements should be carried out 'both locally and Internationally,' he warned.

He said the Marketing Council of South Africa is spending approximately R120 million a year 'just to advertise on CNN.'

Seale assured BEDIA that there are benefits which come about when there are proper working relationships in marketing and advertising the brand.

For marketers, which in this case is BEDIA, will have instant feedback on the country's performance through the media and effective mass mobilization.

Seale said the media will have new content areas and flow of news. Advertising revenue will also increase. The media will also enjoy increased access to key sources and more nuanced reporting.

Telling the South African story in marketing and advertising their country, Seale said they worked very hard to convince the world that 'our country is capable of working together with them without harm.'

He said the historical part of South Africa in terms of apartheid gave them a negative impact in dealing with other countries, 'and we made sure that this does not work against us.'

Seale said as the marketing council, they had to not only focus on the political aspect of their country, they included economic Issues as well.

He advised Botswana not to brand the country based on one factor - the peace and tranquility the country has enjoyed over the years; factors that will attract investors from around the world should be included.

But Seale acknowledged that the peace that Botswana has enjoyed has worked for the country and earned it the respect of the world.