The 2010 National Communication Partnership has the following key strategic communication objectives:
A national, nation building perspective
In elaborating a vision for 2010 as a catalyst for change we need to look beyond that year and be informed by:
- Who we are; how we want to see ourselves then and others to see us; how we want ourselves to have changed; what message we want 2010 visitors to hear
- Linkages between 2010 and milestones of our history marking where we have come from (2010 as the twentieth anniversary of the start of negotiations and release of Nelson Mandela) – where we are going (2014 is the end of the Second Decade of Freedom)
African World Cup
Creative attention will have to be given to building African solidarity, and to the communication of 2010 as an African World Cup, in the continent and globally.
Working with relevant institutions such as the AU Commission and the NEPAD Secretariat, and by building communication partnership in the SADC region and more broadly across the continent, appropriate strategies will need to be developed to ensure that the continent as a whole leverages the positive mood created by preparations for, and the actual hosting of, the 2010 World cup.
Leverage for marketing and accelerated development
2010 brings domestic and global media platforms; infrastructural development; and visitors on a scale that creates immense opportunities to establish linkages across government and the private sector to enhance development efforts through investment promotion; international marketing; tourism and government programmes.
This makes 2010 – and the build-up towards the World Cup – a platform for integrated communication by government, IMC, Dept of Sports and Recreation, TISA, Proudly South African, SA Tourism and the private sector in addition to those directly concerned with the World Cup.
Mobilising the nation
Making a success of 2010 cannot be done by the football authorities and government on their own – it needs the participation of everyone. There will be need of a strategy of involvement that will engage all South Africans in all their sectors in preparation for 2010 and as hosts to the visitors who come for the tournament.
Creating a favourable environment – setting the agenda
It will be critical in the coming period, over the next three to four years, to set the agenda of public discourse concerning South Africa in particular in the foreign media so that the communication environment is more favourable to the achievement of our objectives.
Learning from the communication experience of others – best practices and mistakes.
The experience of other countries hosting major events like this has important communications lessons for us if married with our own perspective and character.