"South Africa remains an important story for the international news media," says the organiser of the event, Fergal Parkinson. "But the country also has to compete for media attention with other important news such as the conflicts in the Middle East, the rise of China as a world power and the unification of Europe."
"For the first time we are bringing together senior editors from the world's most important media with South Africa's leading decision-makers in business, government and the communications industry. We will discuss the importance of South Africa compared with that of other advancing world economies and how the media can be used to tell the story of developments in the country," says Parkinson.
In a recent online column, President Thabo Mbeki referred to the impact of negative media coverage on the continent of Africa. "In time, these stories begin to define who and what we are. In due course, as we come to believe the resultant image of ourselves, we also begin to act the part," said Mbeki.
"Participants will discuss practical ways in which these negative perceptions can be addressed," says Parkinson. "How do you effectively communicate what the country has to offer and attract the levels of foreign investment and trade required to meet the challenges ahead?"
The conference is aimed at senior executives in business, government and parastatals, as well as communications and marketing professionals. "We want to bring top South African leaders together with the people who take the editorial decisions in the world's most important media and thus shape the perceptions of global audiences."
South African speakers at the conference will include the Minister in the Presidency, Dr Essop Pahad, the chairperson of the International Marketing Council, Wendy Luhabe and the head of Government Communications, Themba Maseko.
The conference also includes four workshops for communication professionals that will provide practical advice on news writing, crisis communication and effective media relations campaigns.
The conference takes place on 20 and 21 September at the Sandton Convention Centre. Prospective participants can get more details and register online at www.internationalmediaforum.com.
