MEDIA RELATIONS GUIDELINE…

Media Learnership Preparation Guide: Becoming a Standout PR Professional in

South Africa

As a first-year Public Relations student, preparing for your learnership in media

requires a strategic approach that not only strengthens your knowledge of the industry
but also sharpens your practical skills. This guide will help you become a standout
candidate, with a focus on South African media regulations, the skills you need, and
how to adapt to both today’s and future media landscapes.

1. Understand South African Media Landscape and Regulations

Media Acts and Regulations

Familiarize yourself with key South African media regulations, as understanding these
legal frameworks is crucial for PR practitioners.

● Electronic Communications Act (ECA), 2005: Governs the broadcasting

industry, including community and commercial media. Understanding the
rights and responsibilities of broadcasters ensures you respect legal boundaries
when engaging with them.
● Broadcasting Complaints Commission of South Africa (BCCSA): Ensures
that ethical broadcasting standards are upheld. If you're dealing with broadcast
media, knowing the BCCSA's rules on content, complaints, and censorship is
essential.
● Press Code of Ethics: Guides print and digital media on issues like accuracy,
fairness, privacy, and freedom of expression. It’s vital to keep these ethical
standards in mind when working on public relations campaigns or media
releases.

Practical Task:
Study cases from the BCCSA and learn how media regulation impacts PR activities.
For example, look at complaints and judgments to understand how to navigate
controversial or sensitive issues.
2. Mastering Media Relations

As a PR professional, media relations is one of the cornerstones of your job. You will
need to build relationships with journalists and editors and know how to pitch your
stories effectively.

Key Skills:

● Media Pitching: Develop the ability to write compelling media pitches that
capture a journalist’s attention. Tailor your pitch to each journalist’s beat (the
area they cover) and show why the story is newsworthy.
● Press Release Writing: South African media still rely heavily on well-written
press releases. You should know how to craft a succinct and engaging release.
It must follow standard formats while incorporating relevant local details.
● Building Relationships: Media relationships are built on trust and mutual
benefit. Engage with journalists by attending industry events, sharing
meaningful insights, or offering exclusive interviews. Always be ethical and
transparent in your dealings.

Demonstration of Skill:

● Create mock press releases on topics relevant to South African industries (e.g.,
energy, education, and tourism). Practice writing clear headlines, strong leads,
and concise content.

Practical Task:
Identify five key South African journalists who cover your areas of interest and follow
their work. Write a tailored media pitch for each.

3. Navigating Digital and Social Media

South Africa has a vibrant digital media environment, and staying up to date with
digital trends is critical for PR professionals.
Key Skills:

● Social Media Management: Social media is integral to modern PR campaigns.

Know how to manage platforms such as Facebook, Instagram, and X (formerly
Twitter) for both content creation and engagement. Use tools like Hootsuite or
Buffer to schedule posts and monitor conversations.
● Content Creation: Be adept at creating engaging content (posts, videos,
infographics) that resonates with South African audiences. Consider the
cultural diversity and preferences within your target demographics.
● Analytics and Monitoring: Learn how to track social media metrics such as
engagement rates, reach, and audience sentiment using platforms like Google
Analytics and Socialbakers. This helps assess the impact of your campaigns
and make data-driven decisions.

Demonstration of Skill:

● Run a mock social media campaign using a free social media management tool.
Create and post content around a relevant issue (e.g., climate change
awareness) and analyse engagement results.

Practical Task:
Draft a digital content plan for a brand or cause of your choice. Include goals, target
audience, key messages, and platforms.

4. Sharpen Your Writing Skills

In PR, writing is everything. Whether it’s a press release, blog post, or email to a
journalist, your writing needs to be polished and effective.

Key Skills:

● Adaptability in Writing: You must be able to switch between different writing

styles—journalistic, corporate, social media-friendly, etc. Practice writing in
each of these formats.
 ● Persuasive Writing: Learn how to craft persuasive messaging for press
releases, email pitches, and speeches that motivate your audience to act. In
South Africa, this includes tailoring your messages to local sensitivities and
cultural references.

Demonstration of Skill:

● Write an article on a trending South African issue, such as youth

unemployment, in both journalistic and blog formats. Compare how the tone,
structure, and language differ.

Practical Task:
Join a South African media or writing workshop, such as those offered by The South
African Guild of Editors (SAGE), to hone your writing skills.

5. Crisis Management and Reputation Building

PR is about managing perceptions and, in times of crisis, protecting reputations.

Understanding how to communicate during a crisis is critical, especially in South
Africa’s complex socio-political landscape.

Key Skills:

● Crisis Communication: Learn to develop crisis management plans and

communicate swiftly and effectively during an emergency. Whether it’s a brand
scandal or a natural disaster, ensure that your response is culturally sensitive
and aligned with media regulations.
● Media Monitoring: Use monitoring tools to track what’s being said about your
organisation in real time. This allows you to quickly address misinformation or
negative publicity.

Demonstration of Skill:
 ● Develop a mock crisis communication plan for a South African company
facing an issue such as a data breach or product recall. Include key messages,
stakeholders, and media engagement strategies.

Practical Task:
Review past PR crises in South Africa, such as KPMG's 2017 scandal or
Woolworths' social media backlash, and analyse how media was handled.

6. Data-Driven Decision Making

The media industry is becoming more data-driven. PR professionals need to

understand how to use data to inform strategy and measure success.

Key Skills:

● Media Analytics: Get comfortable using tools that track media mentions,
sentiment, and campaign effectiveness. In South Africa, companies like Ornico
provide media monitoring services that allow for in-depth analysis.
● Audience Segmentation: Know how to divide your audience based on
demographic, geographic, and psychographic data. This allows for targeted
messaging that resonates with diverse South African groups.

Demonstration of Skill:

● Analyse data from a media monitoring tool and generate a report on the
effectiveness of a PR campaign. Include metrics like sentiment, coverage
volume, and key message penetration.

Practical Task:
Subscribe to media monitoring platforms and learn how to interpret data. Practise
creating reports based on real-time or historical campaigns.

7. Ethical and Inclusive Practices

South Africa’s diversity requires PR professionals to be sensitive to inclusivity and
ethics in all media engagements.

Key Skills:

● Cultural Sensitivity: Media professionals must respect and understand the

diverse cultural backgrounds of South Africa. When creating campaigns, you
must consider language preferences, religious values, and socio-economic
disparities.
● Ethical Media Practices: Always ensure your messaging is truthful,
transparent, and respectful of all groups. Uphold the highest standards of
integrity in line with the South African Press Code.

Demonstration of Skill:

● Develop a communications campaign that promotes inclusivity, using South

Africa’s eleven official languages or focusing on bridging socio-economic
divides.

Practical Task:
Review ethical guidelines for South African media (e.g., Press Council of South
Africa) and analyse how inclusivity and diversity are handled in current media
campaigns.

Conclusion: The Path to Success

By mastering these skills and understanding the nuances of South African media, you
will not only be prepared for your learnership but also stand out among other
participants. Continuously engage with media trends, adapt to emerging technologies,
and uphold ethical standards. Your ability to merge strategic thinking with practical
application will make you a valuable asset in today’s media landscape and well into
the future.
References for Further Reading:

● Press Code of Ethics: Press Council of South Africa. (n.d.). Retrieved from
https://www.presscouncil.org.za/
● BCCSA: Broadcasting Complaints Commission of South Africa. (n.d.).
https://www.bccsa.co.za
● Ornico Media Monitoring: https://www.ornico.co.za
● South African Press Council: Ethical guidelines and media-related resources.
https://www.presscouncil.org.za
Task 1: Study Cases from BCCSA and Learn Media Regulation Impact

Example Case:

Case: A community radio station aired a segment that was deemed controversial
because it contained offensive language without issuing the appropriate age restriction
warning.

Impact on PR:

● The station violated the BCCSA Code of Conduct for broadcasters, which
requires explicit content to be flagged with appropriate warnings.
● As a PR professional, it is crucial to advise clients on the content they
broadcast to prevent negative public relations outcomes due to regulatory
violations.
● PR actions: Issue an immediate apology, adjust broadcasting guidelines for
future content, and engage the community with sensitivity to repair the brand's
reputation.

Application:

● Ensure any content your organisation or client broadcasts is compliant with the
BCCSA standards.
● Build relationships with media outlets that respect ethical broadcasting.

Task 2: Write a Tailored Media Pitch for Five Key South African Journalists

Example Pitch to a Journalist Covering Education:

Subject: Exclusive Story: Groundbreaking Educational Programme Transforming

Rural Schools

Email Body: Dear [Journalist’s Name],

I hope this message finds you well. I wanted to bring an exclusive story to your
attention regarding a new government-backed educational programme aimed at
improving rural schools in Limpopo. This initiative has already seen impressive
results, with school pass rates increasing by 30% in the first six months.

As someone who covers education issues in-depth, I believe this could be an excellent
fit for your readers. The programme not only addresses educational inequalities but
also involves community participation, making it a significant development in South
Africa’s educational landscape.

I’d be happy to arrange interviews with key stakeholders, including school principals
and government officials, and provide data on the programme’s impact.

Looking forward to hearing your thoughts!

Best regards,
Tivania Pillay

Journalists List:

1. John Dube – Journalist at News24 (Education)

2. Mandla Sithole – Editor at The Sowetan (Community and Development)
3. Lindiwe Mabena – Journalist at Business Day (Social Initiatives)
4. Sarah Green – Freelance Writer for The Daily Maverick (Youth and
Education)
5. Thabo Khumalo – Investigative Journalist at City Press (Social Impact
Stories)

Task 3: Draft a Digital Content Plan for a Brand/Cause

Brand/Cause: Youth Mental Health Awareness in South Africa

Content Plan:
 ● Objective: Increase awareness of mental health resources available to South
African youth and reduce the stigma associated with mental health issues.
● Target Audience: South African youths aged 15-25, educators, and parents.
● Key Messages:
○ Mental health is important and manageable.
○ Free resources and help are available to those in need.
○ Let’s break the stigma together through open conversations.

Platforms:

1. Instagram: Leverage stories and short videos with testimonials from young
people who have overcome mental health challenges.
2. Facebook: Post informative articles on mental health, host live Q&A sessions
with psychologists.
3. YouTube: Create a video series with mental health professionals discussing
coping mechanisms and real-life experiences.

Content Types:

● Videos: Short, relatable clips featuring young influencers discussing mental

health tips.
● Infographics: Data on youth mental health in South Africa, ways to identify
mental health issues, and available support services.
● Blog Posts: Personal stories from youths who have sought help, coupled with
professional advice.

Posting Frequency:

● Instagram: 4 posts per week (mix of videos and infographics).

● Facebook: 3 posts per week (articles, Q&A events).
● YouTube: Weekly video (interviews with professionals and personal
testimonials).

Campaign Hashtags:
 ● #MentalHealthMattersSA
● #BreakTheStigmaSA
● #YouthHealingTogether

Task 4: Write Articles on a South African Issue in Different Formats

Topic: Youth Unemployment in South Africa

Journalistic Article: Headline: Unemployment Crisis Deepens Among South

African Youth

South Africa's youth unemployment crisis is worsening, with recent figures showing
that more than 60% of young people are unemployed. Economic experts have pointed
to a skills mismatch in the job market, where educational qualifications do not align
with industry needs. As a result, many young people are left jobless despite having
completed tertiary education.

The government has implemented several initiatives, such as youth internships and
entrepreneurship programmes, but critics argue that these efforts are insufficient. "The
youth need skills that are market-relevant, and our education system isn't delivering
that," said Thuli Mbatha, an economist specialising in labour markets.

Blog Format:

Title: Why More Young South Africans Are Struggling to Find Work—and What Can
Be Done

It’s tough being young and unemployed in South Africa right now. With over 60% of
youth struggling to find jobs, it’s clear that the system is failing us. Many young
people have degrees and diplomas, yet still can’t secure a stable income. This is partly
because what we’re learning doesn’t match what companies need. Have you noticed
how many job postings require "5 years of experience"? How are we supposed to get
that experience if no one will hire us?
One solution could be offering more internships that actually lead to jobs. Plus, we
need to rethink our approach to education. What if students were taught more practical
skills?

Task 5: Crisis Communication Plan for Data Breach

Scenario: Data Breach at a Major South African Retailer

Objective: Address the crisis, protect the retailer’s reputation, and reassure customers.

Crisis Plan:

1. Key Message: "We are committed to the security of our customers' information
and are taking immediate action to address the data breach."
2. Stakeholders:
○ Customers: Reassure them their data will be protected and offer
guidance on steps they should take.
○ Media: Be transparent about the breach and outline the steps being
taken.
○ Government & Regulators: Cooperate fully with investigations.
3. Steps:
○ Immediate Response: Issue a public statement within 24 hours
explaining the breach, the measures being taken, and offering support to
affected customers.
○ Internal Action: Investigate the breach and identify the source, ensure
affected systems are shut down and patched.
○ Customer Engagement: Provide a helpline and online resources where
customers can check if their data has been compromised. Offer free
credit monitoring for 12 months.
4. Media Engagement:
○ Hold a press conference with the CEO outlining the steps being taken to
rectify the situation.
 ○ Regularly update the media with transparent reports on the progress of
the investigation.

Task 6: Review South African PR Crises

Case Study: KPMG Scandal (2017)

Background: KPMG faced public backlash for its involvement in the Gupta family’s
controversial dealings and for issuing a flawed report that had significant political
implications.

How Media Was Handled:

● KPMG initially downplayed the issue, which worsened public perception.

● They later issued a formal apology and removed senior staff members, but the
damage had already been done.
● Lessons Learned: Transparency is key in crisis management. PR teams must
act quickly and decisively. Waiting too long or offering incomplete information
erodes public trust.

Application:

● In your learnership, study past South African PR crises to understand the dos
and don'ts of crisis communication.