Promoting the reputation of SASA
The Communications, Publications and Public Relations (CPPR) Department is responsible for protecting and promoting the reputation of the South African Sugar Association (SASA) and the sugar industry in general to a cross-section of stakeholders. The department oversees high-level industry stakeholder interactions, in particular those that may serve as publicity platforms such as industry events/functions, government visits and interaction with the media.
The CPPR is responsible for any interactions between the media and SASA. Media queries usually range from the relationship between sugar and health, to developments in the land reform and renewable energy sectors. The department arranges and facilitates interviews with the SASA Chairman, Executive Director (who is the designated spokesperson for SASA) and other industry experts, as well as handling media briefings to discuss topical issues or latest developments in or pertaining to the sugar industry.
One of the core functions of the department is to ensure and maintain the positive public image of the sugar industry using different communication platforms. The department achieves this by seeking opportunities and methods to favourably profile the industry, monitoring media coverage, and limiting and/or preventing damaging media reports by providing accurate information that dispels misconceptions and positions SASA as a responsible, forward-thinking organisation. In addition, the key messages of the industry messages are advertised through promotional videos, brochures, and purchased space in the print media. Finally, the CPPR Manager acts as Editor-In-Chief of all SASA related publications.