By Rofhiwa Oscar Tshifure
Over the past few weeks, South Africa has found itself in the eye of a perfect storm of misinformation and disinformation. The recently signed Land Expropriation Act has ignited debates both locally and internationally, with some critics, most notably former US President Donald Trump and Elon Musk, fuelling the false narrative that land grabs are currently taking place in South Africa. This type of disinformation is not only misleading but deeply damaging to Brand South Africa, especially when it comes to attracting investment, trade partnerships, and global goodwill.
Former Minister Naledi Pandor was right in stating that now is the time to turbocharge South Africa’s communication machinery. Whether or not the government had a strategic communications plan in place at the time of the Act’s announcement, the reality is that public perception is already being shaped by international media, foreign commentators and maskless keyboard warriors. This is no longer just a legislative issue; it is a communications issue. And it is one that needs urgent intervention.
Public relations (PR) is not just about media engagement or reputation management. At its core, it is about storytelling. It is about ensuring that the right message reaches the right audience at the right time. In today’s digital age, where misinformation spreads faster than facts, strategic PR is essential to correcting misconceptions, amplifying credible voices, and reinforcing key messages.
South Africa is at a crucial juncture where it must proactively define its own narrative rather than allow it to be shaped by external voices. Especially with the G20 just months away. Failure to do so will result in further erosion of confidence from international investors, stakeholders, and key economic partners.
Historically, Africa has often been told to "toe the line" in governing its people, even on issues that are constitutionally sound and aimed at the betterment of the majority. The issue of land reform is no different. South Africa, as one of the most unequal societies in the world, cannot afford to ignore the need for redress. However, redress should not be confused with reckless economic policy. The Land Expropriation Act is intended to correct historical injustices and create an inclusive economy - one where more South Africans have the opportunity to participate meaningfully.
To ensure this message is communicated effectively, the government should implement the following PR-driven strategies:
1. Strategic Diplomatic PR through South African Embassies
South African embassies worldwide must play a proactive role in engaging with host country stakeholders, including government officials, business leaders, and international media. These diplomatic missions should become communication hubs, hosting roundtable discussions, issuing position papers, and engaging with journalists to clarify what the Act is and what it is not.
2. Engaging Global Media with Proactive Messaging
Rather than reacting defensively to negative media coverage, South Africa needs a proactive global media strategy. This means leveraging credible international platforms such as the Financial Times, The Economist, Bloomberg, and Reuters to ensure that balanced and factual reporting on land reform reaches global audiences. However, one cannot discount the emergence of new digital media that also need a strategy to counter the misinformation and disinformation. Government officials and business leaders should be available for interviews and op-eds to offer the South African perspective.
3. Using Influential Voices to Shift Perceptions
Misinformation thrives when credible voices remain silent. South Africa should mobilise its most respected figures in business, academia, and civil society to champion the correct narrative (not forgetting leaders of political parties represented in the Government of National Unity). Thought leaders, economists, and legal experts should be encouraged to engage on platforms like the World Economic Forum, and international think tanks.
4. Digital PR and Social Media Diplomacy
In today’s digital-first world, a well-orchestrated social media strategy is critical. The Government Communications and Information System, other government institutions and South African influencers should actively counter misinformation on platforms like X, LinkedIn, Podcasts and YouTube. Well-produced explainer videos, infographics, and direct engagement with international audiences can go a long way in dispelling myths about land reform.
The debate around land expropriation is not just about South Africa, it speaks to a larger issue of how African nations assert their sovereignty in policymaking. The legacy of colonialism has left many African nations grappling with economic imbalances that cannot simply be ignored. While South Africa remains a polarised society, the reality is that true reconciliation cannot be achieved until economic participation is extended to the majority.
Strategic PR offers a unique opportunity to turn this moment into a defining chapter for South Africa. If managed effectively, communication around the Land Expropriation Act can reinforce South Africa’s commitment to constitutional governance, economic growth, and inclusive development, while countering harmful disinformation campaigns that seek to undermine the country’s progress.
Now is the time for South Africa to take control of its story. The world is watching, and the narrative we put forward today will shape how we are perceived for years to come. Let’s ensure that perception is one of strength, vision, and clarity.
Final Thought
PR is not an afterthought; it is a strategic tool that must be embedded in policy communication from the outset. The government, businesses, and civil society must collaborate to ensure that South Africa’s message is heard, understood, and respected on the global stage.
Perhaps it’s time that the PR and communication sector is professionalised, ensuring that all practicing communicators are members of the Public Relations Institute of Southern Africa (Prisa). This would provide much-needed oversight of the sector, promoting ethical and transparent communication. In an era where misinformation can cause lasting damage, a strong, accountable PR industry is more critical than ever.
Rofhiwa Oscar Tshifure is the president of Prisa.
BUSINESS REPORT