In 2020, the Queen Mother of the Royal Bafokeng Nation (RBN) passed away and R&A was asked to run the communications and media relations for the Royal Family during this time.
This included creating a memorial website for the family and managing communications relating to the virtual memorial and funeral service. Following this the Office of Kgosi, requested we assist the RBA in media relations, managing social media, refreshing their corporate identity and communicating to employees and communities on issues including land, provision of services, education, development and employment.
Communication response
R&A developed a communications strategy and plan to create awareness of the RBN as an institution, its purpose and the functions of its entities. We refreshed and established the brand and communications materials of both the RBA and the Office of Kgosi. A priority has been to timeously communicate challenges and urgent matters that directly impact the community and engage with queries and comments. We develop content for social media on an ongoing basis and formulated a response bank to address reoccurring queries. Our work included building relationships and developing trust with local and national media through proactive and reactive media relations.
Outcome
The programme is ongoing with R&A continuing to demonstrate the value created by the RBN and its entities, improve stakeholder relationships and position the RBN as a modern and innovative traditional nation. This was done by providing consistent, accurate and relevant information through various communication channels. By creating a cohesive look and feel for the RBA, we were able to establish brand awareness and consistency.
Our communications illustrated success stories from within the RBN to demonstrate improvements in the lives of the Bafokeng people while managing expectations within the RBN. Throughout 2020 we established and maintained COVID-19 communications to keep employees and the community up to date and communicate changes in policies. Our social media communication and monitoring were carried out in English and Setswana and included extensive use of video and images. We created a centralised communications function within the RBN to handle media relations, announcements, and crisis communications efficiently and effectively.
