By: Chris Moerdyk


At least, that's the perception being created by a lack of communication between the LOC and the public of South Africa.

Frustration

Makgabo's resignation has added a lot more highly volatile fuel to what appear to be the already raging fires of discontent within the LOC. And discontent outside of it. One only has to talk to journalists tasked with covering the build up to the 2010 World Cup and you will hear litanies of frustration, irritation and non-cooperation.

All of which came to the boil recently when the LOC elected to keep silent about the impact of power shortages on the World Cup. Perhaps it was decided that the talking, the soothing, the calming of public fears should be left to Government and Eskom but it is my opinion that when it comes to anything that has even the remotest connection to 2010, the public expect to hear something from the LOC. Particularly in this case where both Eskom and Government lacked so much credibility.

Not marketers

While I have the utmost respect for people such as Tumi Makgabo and Tim Modise, they are both simply broadcasters and celebrities. As intelligent, honourable, well-intentioned and -connected as they are, neither are qualified marketers.

And right now this is what the LOC needs desperately. Professional marketers who understand the complexities of communication and who have the presence, standing, clout and sheer presence to persuade people such as Danny Jordaan that busy as he may be with organising all the nuts and bolts, he is the one upon whom all eyes are focused to allay fears, change wrong perceptions and, most important of all, get the people if South Africa revved up and enthusiastically rolling up their sleeves to make 2010 a success.

Time is running out. And as 2010 draws inexorably closer, perceptions are growing that there is panic in the ranks of the LOC. Of rats abandoning sinking ships and personal pettiness of a level that would be insulting to even the most petulant of children.

Rumour and controversy

The problem is simply that while FIFA might well be happy with the way arrangements are going right now and while everything might well be on track, it is not helping to have a frustrated public confused by rumour and controversy. Nor does it help to have an angry and equally frustrated mass media.

History has shown that reality actually counts for very little in the face of perception. And if current perceptions continue, they can ultimately become very damaging indeed.

[4 Mar 2008 10:00]

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