Davos - The 2016 World Communication Forum (WCF) was a resounding success with the BRICS countries – Brazil, Russia, India, China and South Africa - agreeing to establish a BRICS Communicators Forum.
The forum will focus on defining the communication strategy of the world’s five fastest growing economies, said acting Director General of the Government Communication and Information System (GCIS) Donald Liphoko.
Liphoko was part of the South African delegation at the WCF that wrapped up on Thursday.
“The WCF was a major success in that it provided South Africa with a platform to engage with communicators from other parts of the world, but the major highlight is that we were able to agree as BRICS countries to establish a BRICS Communicators Forum on the sidelines of the Davos WCF that is going to focus on defining the BRICS communication strategy as well as positioning the geo-political group,” he said.
Dr Jon-Hans Coetzer, Executive Dean for undergraduate programmes at the Glion Institute of Higher Education in Switzerland, said the participation of countries like South Africa at the WCF is crucial.
“We all know the history of South Africa and now you just have to look at what South Africa has produced, what the country has brought to humanity in terms of great leadership, what it has brought to the international community in terms of big changes such as the promotion of equality for all, social justice and education in the world today.
“Again, what I like more about South Africa is this concept of Ubuntu which is so much part of the DNA of all South Africans … this concept is also relevant in global communication because we all need each other, business, the media, communication, education and public relations.”
Coetzer said he teaches Ubuntu as a management concept at the Glio Institute of Higher Education.
“It’s also a concept which I teach in universities in various countries across the world … where I teach management under the Ubuntu concept, emphasising to my students that without their respective communities and customers they are nothing,” he said.
Coetzer said many of the delegates liked South Africa’s presentation on development communication.
“South Africa … came to the forum to share … the importance of development communication … now with the impact that they have made this year, we are now waiting to see what magic South Africa will bring to the forum next year.”
Business Unit Head at reputation management consultants, Magna Carta, Moliehi Molekoa said it is unfair for South Africa’s communication elite to think it government’s responsibility alone to market the image of the country at a global level.
“As South African communication specialists, we need to begin to engage, collaborate and work hand in hand with government to draft a strategic communication that will [ensure] the reputation of our country [is] respected across the world.
“I am of the view that, government cannot do all this alone … we have valuable communication strategists who know how to frame better communication strategies that will help create a positive image of our country in the world.”
Molekoa challenged them to start working with government in driving this development communication strategy.
“That is the only way that we can lure more investors into our country….it is something that we have to work on, it is not something that will happen overnight, but it must be done,” she said.
The World Communication Forum
The global communication elite have been gathered in Davos since Tuesday for the 7th edition of World Communication Forum.
Each year, the WCF-Davos summons industry’s main influences and leaders in public relations, marketing, media, political and business communications and Corporate Finances, as well as a large number of media representatives and international partner associations and organisations.-SAnews.gov.za
