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Portfolio
Committee on Communications hearings into Transformation of the
Advertising and Marketing Industry
The
corporate image of the industry
12
November 2002
- Mohale
Ralebitso, Chair: Plenary Task Teams into Industry Image
Refer
Appendix 10.6: Industry Image: Reflecting South Africa PDF 102
kb
Understanding
industry image drivers, and Barriers to attractiveness for a career
in marketing communications and related industries
Introduction
- This paper
provides a perspective as to factors influencing the marketing
and communications industry image among its stakeholders.
- It so doing,
it places emphasis on attracting new PDI entrants to industry
who, for historical and sadly current dynamics, are likely unaware
of and therefore less likely to pursue a career in the industry.
- Rather than
focussing on documenting in detail as to the historical dynamics,
it focuses on a strategic framework for redressing the imbalances
of the past.
- More than
anything, the paper provides a starting point for interrupting
the patterns of old whereby only those in the industry serve as
a major access point to the industry through largely informal
and therefore closed networks.
- The strategic
framework that emerges aims to resolve imperfect market information
and therefore access with a view to broadening access (demand
factors) and facilitating skills development for those who wish
to enter the industry (meaningful participation).
- This treatise
therefore focuses unashamedly on the qualitative issues and relies
on widely accepted industry reflection rather than researched
would be facts.
Methodology
The report relies
heavily on discussions held by the chair with leading industry players
conducted on a formal basis through the auspices of the GCIS during
the industry transformation plenary sessions as well as discussions
with leading industry players and the would be victims of the exclusionary
practices.
Observations
Regarding Participation Patterns by Race group
- The darker
the hue of a person, the less likely they are to be active in
the marketing, communications and related industries at a decision-making level. The corollary applies.
- The darker
the hue of a person, the less likely they are to be aware of a
career in "the industry."
Key Findings
The industry's
image can be deemed poor only because few South Africans are aware
of the industry as an option and for those quarters that are, negative
perceptions are at the fore, notwithstanding wide recognition of
it being world-class.
To the extent
that there are negative perceptions of the industry, they derive
from the industry's homogeneity which leads observers to the conclusion,
rightly, of the industry being closed, albeit through no manifestly
conscious effort on the part of industry leaders and bodies.
Whether intended
or not, the industry is exclusive rather than inclusive with the
irony being that the very process through which industry deliberations
on transformation, as convened through the GCIS, witnessed there
being majority participation of whites as mostly senior persons
within industry contributed to the process.
Recommendations
- The industry
needs to embark on a communications drive to make people aware
of itself as a career option targeting persons from disadvantaged
communities using role models from within and without the
selected target groups.
- Structural
barriers to meaningful PDI participation in the industry can be
addressed in part by launching learner-ships to afford said persons
the opportunity to develop the requisite skills to participate
in the industry, accepting that skills are NOT the primary barrier
to participation.
- Access to
training institutions, commonly restricted by a lack of
financial means, need to be removed through fully funded scholarships
for persons wishing to enter the industry to speed up the feeder
network of capable candidates.
- Empowerment
within the industry needs to be sped up broaden access, build
a critical mass of credible black participants in industry
affairs through which informal networks that'll impact on industry
image can develop as they have around current industry participants.
- Parallel
to the above, transformation of existing industry bodies in a
pivotal imperative to create an enabling context for meaningful
engagement and participation in driving the industry agenda and
resource allocation towards 'transformative' ends.
- Industry
margins need to be protected and enhanced so as to afford industry
the capacity and ability to transform profitably.
Conclusion
The marketing
communications industry cannot enjoy a positive image in South Africa
while failing to or responding inadequately to the imperative to
transform. While previously disadvantaged individuals remain at
the margins or are left out altogether, the industry will lack credibility
in its efforts to attract persons from those communities in the
industry and for those who are already, the likely path will be
an exit path (further compromising transformation).
Nothing short
of an holistic and intense approach, rooted in end benefit for targeted
participants and which allows them to South Africanise the industry
rather than being assimilated, will resolve the industry's image
problem. If after 8 years of democracy the industry is still broadly
reflective of apartheid era dynamics, it is unlikely that it will
come to look any different without a significant and extensive programme
of action with specific outcomes. This should commit industry players
to embrace any such programme beyond their will at a point in time
but render such a condition of survival within the industry. Likewise,
industry alone cannot address the structural problems that prevail
within the broader society and therefore, government and other players'
buy in and participation, especially related sectors and industries,
is critical.
- Mohale
Ralebitso: Chair: Plenary Task Teams into Industry Image
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