The Coega Development Corporation’s (Coega) Public Relations and Communications prowess plays an important role in delivering impactful content and messaging to stakeholders and clients, thus demonstrating its expertise in this field, as a leading organisation in Africa on special economic zone and industrial development. Since 1999, Coega has made significant strides in leveraging various traditional and digital media to promote and position its key projects, innovative initiatives, and achievements as a public entity, to ensure sustainable organisational growth, writes Coega’s Communications Young Professional, mentored by Dr. Ayanda Vilakazi, Coega’s Head of Marketing, Brand and Communications.
Public relations (PR) industry trends highlight the advantages of applying a multi- faceted approach to communications. This includes developing strategic and compelling digital content, storytelling, copywriting for search engine optimisation (SEO), integrated marketing communications and events management, marketing sponsorships aligned to environmental, social and governance pillars, consistent stakeholder engagement and partnership building, and the adoption of new technologies, such as artificial intelligence (AI).
From January to December 2023, Coega generated an impressive publicity value exceeding R130m, and significant circulation across various platforms. Fundamentally, among other metrics the organisation utilises, measuring the value elements of Coega’s publicity coverage assists in assessing the impact of public relations on brand recognition, public perception, messaging and positioning, and stakeholder support, buy-in and advocacy. Based on independent and credible PR agency monitoring, Coega’s Share of Voice (SoV) has consistently exceeded 55% for the past 10 years; the second closest SEZ is below 20% and the third, below 15%. Other SEZs and industrial zones in South Africa have not been able to break the 10% SoV mark. Therefore, Coega is one of the most recognisable SEZ brands in global markets. When asked the basis for approaching Coega to become strategic partners for the promotion of business expansion and development between China and Africa, the China Construction Bank in South Africa attributed the decision to Coega’s good brand image and reputation in global markets. Moreover, because the collaboration could generate significant socio-economic impact through job creation, technology transfer, and skills development.
Swiftly approaching its 25th anniversary, Coega is mandated to operate and develop Africa’s leading 9003ha Special Economic Zone (SEZ), a preferred investment destination and gateway to world markets. Its purpose focuses on enabling socio-economic development through investment attraction, infrastructure development, and value-added business services. However, often swimming against the tide, operating in a challenging macro-economic environment, worsened by geopolitical tensions, global price increases, inflationary pressures, and slowdown in inward FDI, Coega’s unique value proposition has enabled it to remain competitive as an attractive investment destination in Africa. Recent investments include Stellantis Middle East and Africa with an announcement of R3bn investment to develop a greenfield manufacturing facility in Coega, along with the Industrial Development Corporation (IDC) and the Department of Trade, Industry and Competition (dtic), widely reported in the media.
To strengthen brand visibility amongst a diverse public audience, Coega’s activities in the media have traversed both traditional and digital media, with active project profiling on popular social media platforms like Facebook, LinkedIn, X, Instagram, and YouTube, while maintaining a presence in mainstream print and broadcast media. This multi-faceted approach has ensured that Coega’s messaging reaches as wide an audience as possible, regionally, and internationally. Analytical data places Coega first amongst competing development agencies in South Africa, in terms of SEO, social media following, and engagement. In 2023, Coega’s impressions increased. The content that received the most attention aligned with its purpose and positioning in driving socio-economic development and as a beacon of hope for communities. Additionally, Coega’s partnerships with public and private organisations were actively leveraged to boost circulation and reach.
The year 2023 saw the launch of several high-profile infrastructure and investment projects. Coega’s informative insights and communication efforts played a crucial role in promoting these projects, whilst demonstrating its competence in infrastructure development and maintenance in South Africa. Through targeted tactical media campaigns and messaging, Coega effectively communicated the benefits of these projects, including job creation, training, and localised economic growth.
Based on its mandate, Coega’s appointment as a trusted Implementing Agent (IA) of choice for various infrastructure projects includes, amongst others, the R4,2bn Tshwane Automotive Special Economic Zone, adjacent to Mamelodi Township; the R1bn Cecilia Makiwane Hospital, in Mdantsane; the R600m Anton Lembede Mathematics, Science and Technology Academy in La Mercy, north of Durban; and several Transnet National Ports Authority projects. Coega is ISO certified and has won no less than 20 local and international awards of excellence. In addition, Coega is recognised by clients in government and the private sector, built environment industry experts, and by the communities it serves, as a leader in industrial development while ensuring accountability, ethical conduct, and integrity in line with its organisational values.
In conclusion, looking ahead, Coega is poised to continue promoting its brand image, products and services, developments and milestones using effective channels, media, and other key touchpoints. As the organisation expands its reach and impact to the rest of the country and African continent, it will be essential to maintain transparent, inclusive, and engaging communication. Therefore, by effectively leveraging media platforms and forging strong communication partnerships with stakeholders, locally and on the continent, Coega can continue to drive positive change and development, with a focus on inclusive economic growth, job creation, and community development particularly for youth, women, and persons living with disabilities.
