STAKEHOLDER ENGAGEMENT

Transcription

1 STAKEHOLDER ENGAGEMENT STAKEHOLDER ENGAGEMENT 1. INTRODUCTION Critical to the communications function is the need to aptly identify the gallery of stakeholders which the organisation seeks to engage for reputationmanagement and brand-building purposes. Typically, organisations employ this technique by first identifying their widest spectrum of stakeholders, or key influencers, which essentially comprises those individuals, groups and institutions whose actions or inactions, commentary or disengagement, whose endorsement or condemnation, may have causal impact on the image and reputation of the organisation. A comprehensive stakeholder needs analysis enables us to effectively champion the NEF s diplomatic strategy. The key objective of this strategy is to achieve general public and stakeholder endorsement of the NEF as a leading development financier and promoter of a culture of savings and investment, one which is fulfilling its mandate effectively as an organisation that complies with the universal principles of corporate governance, and which is committed to operational excellence. Other objectives include enlisting support and goodwill, protecting and maximising the NEF s reputation, mitigating hostility, optimising positive visibility in the market place, entrenching staff ambassadorship and mobilising public preference for the NEF s products and services. In assessing relations with its stakeholders, the NEF has sought to answer the following questions: 1.1 What issues are important to this stakeholder(s) in relation to Broad-Based Black Economic Empowerment? 1.2 What does this stakeholder expect from the NEF? 1.3 What are the things that the NEF needs to do in order to achieve and maintain a favourable disposition from this stakeholder? 2. BRAND AUDIT The NEF has commissioned a comprehensive Brand Audit, the purpose of which is to measure Brand Awareness of the NEF among different stakeholders, ascertain their perceptions about the NEF and determine their needs and expectations. Also pertinent is the need to ascertain the stakeholders preferred medium as a primary source of news and information about the NEF. It is expected that the research, comprising a sample of 900 respondents, will help the NEF refine its brand elements and positioning within the market place, measure brand equity and refine alignment between the NEF, its stakeholder expectations and its products and services. 15

2 National Empowerment Fund Annual Report 2014 Below is the Brand Audit sample: Entity Sample 1 Staff (all levels and regions) 30 2 NEF Investees (owner or manager) National and Provincial Government (Chief Director upwards): 40 The Presidency the dti, Economic Development & National Treasury Provincial Government (Department of Economic Development & Tourism) 4 Black entrepreneurs SOEs, corporates and multi-nationals (Tourism, Biofuels, Construction, Agro-processing, Financial Services, Manufacturing, Clothing and Textiles, Transport, ICT & Media, Mining services; Franchising, Automotives, Plastics, pharmaceuticals and chemicals, Business process servicing, Green industries Mass Media (Senior Business Journalists Editors in print, radio & TV) 40 7 Civil society and Organised commerce: 30 NAFCOC Black Business Council Business Women s Association Business Unity South Africa Black Management Forum ABSIP Association of Black Securities & Investment Professionals African Women Chartered Accountants Free-Market Foundation National Stokvels Association of South Africa SABEF SA Black Entrepreneurs Forum etc 8 Political Parties represented at Parliament 10 9 Parliamentary Committees (National Assembly & NCOP) 5 10 National and Provincial DFIs (9 provincial + IDC, DBSA, sefa & Seda) Embassies and High Commissions (BRICS, AU & G20) 30 TOTAL SAMPLE

3 STAKEHOLDER ENGAGEMENT (continued) 3. STAKEHOLDER MAPPING The schematic below outlines the broadest range of the NEF s key stakeholders, identified under the following categories: a. Beneficiaries, b. Employees, c. Opinion formers, d. Government, e. Mass Media, and f. International community influencers. Black public Business partners Stock Exchanges Embassies Entrepreneurs Big business All staff Executive Media Multi-nationals Investees Public Enterprise Management Board International community (Influencers) Beneficiaries Employees Mass Media Government(s) Opinion formers Business Main stream National Provincial Academics Analysts Community Trade the dti Local Commentators Business Forums Entrepreneur focused Economists Community General Public DFI s 17

4 National Empowerment Fund Annual Report STAKEHOLDER ENGAGEMENT During the year, the NEF engaged with its stakeholders to present its point of view regarding recapitalisation, Ndalo Luxury Ventures, allegations by an anonymous whistleblower, the outcome of an independent forensic investigation and the performance of various investees. As the torrent raged on, the NEF put in motion a plan to comprehensively brief its stakeholders, including the following: National Government The Portfolio Committee on Trade & Industry Quarter 1 engagements 1. Minister Rob Davies Business Seminar, Parktonian Hote, Gauteng 2. Small Business Day, Diepkloof Soweto, Gauteng 3. Alexander Access to Finance 4. Small Business Incubator, Eastern Cape 5. Entrepreneur Working Sessions, North West 6. the dti Youth Entrepreneur Summit, Northern Cape 7. Gauteng Premier's Office Workshop, Orange Farm, Gauteng 8. the dti Nigerian State Visit 9. Franchise Association of South Africa, Sandton, Gauteng 10. Tourism Indaba 2013, KwaZulu-Natal 11. NCOP Parliamentary Exhibition 12. Western Cape Regional Office Launch, Western Cape 13. the dti Workshop, Emperor s Palace, Gauteng 14. the dti Youth Entrepreneur, Eastern Cape 15. Local Economic Department, Rustenburg 16. Young Entrepreneurs Workshop, Free State 17. Gauteng Premier's Office, Swaneville, Gauteng 18. Black Management Forum Seminar, Gauteng 19. Zululand Chamber of Commerce, SMME Seminar KwaZulu-Natal 20. the dti Youth Campaign, Pretoria, Gauteng 21. Soweto ICT Conference and Exhibition, Kliptown, Gauteng 22. the dti Youth Entrepreneur, Mpumalanga 23. Gauteng Premier's Office, Ga-Rankuwa, Gauteng Editors of key national media such as Mail & Guardian, Sowetan, City Press, Sunday Times, SABC TV and Radio News, Financial Mail, City Press and The New Age. The Press Ombudsman The Black Business Council African Women Chartered Accountants The Association of Black Securities and Investment Professionals Below are the entities which the NEF engaged with, or at whose events the organisation requested speaking opportunities, in the past financial year: Quarter 2 engagements 1. Strategic Projects Fund, Eskom Academy, Midrand, Gauteng 2. the dti Contralessa, Eastern Cape 3. International Cooperatives Workshop, Ethekwini, KwaZulu-Natal 4. Gauteng Premier's Office, Wedela, Gauteng 5. Black Business Conscious Conference, Midrand, Gauteng 6. the dti Youth Enterprise, Ixopo, KwaZulu-Natal 7. the dti outreach campaign, Rustenburg, North West 8. Gauteng Premier's Office, Braamfischer, Gauteng 9. SOCE s Outreach in Daveyton, Gauteng 10. Business Opportunities and Franchise Expo 2013, Northgate Mall, Gauteng 11. Ekurhuleni LED Workshop, Gauteng 12. the dti Workshop, Pretoria, Gauteng 13. Deputy Minister of Economic Development, Community Agriculture Outreach, Randfontein, Gauteng 14. Gauteng Premier's Office, Boksburg, Gauteng 18

5 STAKEHOLDER ENGAGEMENT (continued) Quarter 3 engagements 1. the dti Open Day, Pretoria, Gauteng 2. ABSIP Awards and Conference, Johannesburg, Gauteng 3. B-BBEE Summit, Gallagher Estate, Gauteng 4. Annual Report Parliamentary Briefing, Cape Town Parliament, Western Cape 5. the dti Youth Entrepreneur Day, Rustenburg, North West 6. the dti Youth Day, Pretoria, Gauteng 7. Gauteng Premier s Office Outreach, enkangala, KwaZulu-Natal 8. Enterprise Development Conference, Gallagher Estate, Gauteng 9. NAFCOC Stakeholder Conference, Braamfontein, Gauteng 10. LED Summit, Port Elizabeth, Eastern Cape 11. Gauteng SME Conference, Thokoza, Gauteng 12. the dti Youth Entrepreneur Campaign, Western Cape Quarter 4 engagements 1. Gauteng Premier's Office Outreach, Cullinan, Gauteng 2. the dti Outreach Programme, Nyanga, Cape Town, Western Cape 3. Parliamentary Workshop, Alexander, Gauteng 4. Investor Education, Limpopo 5. Gauteng Premier s Office, Freedom Park, Johannesburg, Gauteng 6. the dti Outreach programme, Ixopo, KwaZulu-Natal 7. National Development Plan Workshop, Free State 8. Gauteng Funding Fair, Emperors Palace, Gauteng 9. BRICS Workshop, North West 10. Gauteng Premiers Office, Sebokeng In the year under review we acted to ensure that no report would be published or broadcast without the view or the voices of the NEF being heard, either during or post the coverage. The cumulative result was that the volume of media coverage in 2013/14 was the highest ever, and is valued by an independent media monitoring agency at an extraordinary R124 million. This comprised a total news reports across all media platforms, with 85% deemed positive, 10% balanced and 5% classified as negative coverage. Online accounted for the bulk of the coverage at 37%, print at 33% and broadcast at 30%. With the passage of time, fair and balanced commentary began to be heard from influential commentators including: Minister of Trade and Industry, Hon. Dr Rob Davies Chair of Parliament s Portfolio Committee on Trade and Industry, Hon. Ms Joan Fubbs Portfolio Committee on Trade and Industry Black Business Council African Women Chartered Accountants Talk Radio 702 host John Robbie ANC Head of Economic Policy, Enoch Godongwana Business Day columnist Alexander Parker Sowetan editorial Carl Lotter, Executive Director of the SA Medium Enterprise Federation JJ Tabane, entrepreneur and commentator City Press Editor Ferial Haffajee Finweek Editor Marc Ashton Dudu Msomi, CEO, Busara Leadership Partners In its commitment to transparency and accountability, the NEF will continue to engage with Government, applicants, investees, industry bodies, the mass media, the private sector and the general public certain in the knowledge that the NEF belongs to the people, and that mistrust ends where dialogue begins. 19