PR's role in positioning Africa ahead of 2010

Mutie, however, said that PRPs will only reach these goals if they can engage the media as one of their strategic tools. “Media, media and media. PRPs must use all available mass-media channels to maximise those opportunities and spread Africa's positive image,” he said.

“Africa has vibrant resources and powerful sectors such as Hollywood made millions of dollars out of Africa's wildlife. But for too long, Africa's light has been propagated as the ‘Dark Continent'. But because of 2010, Africa is now a continent of light and that message should be clear.

“PRPs must support and get involved in continental and development initiatives, embark on deliberate communication campaign to rid Africa of its bad perceptions, and tell the African story the African way to market Africa's potential,” Mutie said, citing resolutions undertaken at the APRA 2005 meeting.

Basic points

Furthermore, he said that the basic points to bring out through PR are:

• Africa can do it - if we can host the 2010, what else can't we do?
  
• Africa cannot be assumed
  
• Africa has joined the elite class
  
• Africa is a block (solidarity)
  
• Africa has competencies.

These are key messages for PR, but again to succeed they will need to invest heavily in them, he said.

Furthermore, Mutie said that 2010 should not be a South African affair only, so he called on all African governments to invest in the 2010 project if this is to be a successful event that will make Africa a vibrant continent.

Meanwhile, Margaret Dingalo, of the International Marketing Council (IMC) of South Africa, said: “Africa remains an enigma to many. The tremendous disparities and barriers between the countries make the creation of a unifying African brand that represents its potential difficult - but also very necessary for its future success.

“Branding Africa is a highly ambitious undertaking. The continent has been portrayed as a dark and foreboding land for such a long time.”

But there is the other face of Africa - the best of Africa - that needs to be proactively showcased, she stated.

“Imagine a new brand of Africa. It is real. It is a whole new perspective at what is in our midst. It is about identifying with and loudly proclaiming the authentic Africa that the world sees. All 54 sovereign states, with no two alike, but a whole that is greater than the sum of its parts,” Dingalo concluded.