"We believe that by communicating in these four languages, the press releases, features and opinion pieces that we generate on behalf of our clients for publication will be able to reach the majority of South Africans," said Evelyn John Holtzhausen CEO of HWB Communications.
"The rapidly changing media landscape in South Africa means that businesses and government have to communicate in languages that will get a message across in languages which people understand.
"English has been the predominant language for communicating but there is a need to reach a multi-cultural society that is becoming more media savvy. Most South Africans who use radio stations and newspapers as their main source of information understand the Nguni languages. Tweeting in Xhosa and press releases in Zulu should be the standard mode of operations for a communications department."
The agency has expanded its staffing to handle this process by appointing Bulelani Ngovi as an account staffer with wide linguistic abilities.
Ngovi, who is able to communicate in eight languages, believes that writing press releases in more than one language, more especially in the vernacular can have positive results by helping clients reach their target audiences.
"This will provide our clients with extra leverage, as far as publicity is concerned. Businesses can increase their audience base with different languages," says Ngovi.
Recent studies reportedly show that readership is growing in newspapers that use vernacular languages. This is largely because people feel comfortable reading in their own languages and they find these newspapers written in a conversational tone.
"Isolezwe, a Durban-based Zulu newspaper is a good example. Over the years, it has proven that there is a strong market for news in indigenous languages. It enjoys a growing readership because readers can relate to the content.
"Likewise, there are over 100 radio stations such Umhlobo Wene and Ukhozi that have strong drive-time news and current affairs slots that are followed by millions," concludes Ngovi.
While completing his Bachelor's Degree in Applied Communication Management with the University of Fort Hare, he worked for Forte community radio for three years gaining experience in translation. He can do simultaneous interpretation between his vernacular language, Xhosa and English. He speaks English, Sesotho, Sepedi, Tswana and all the Nguni languages.
