Page 61 - TKZN Annual Report 2023/2024

PROGRAMME 6: PR AND COMMUNICATIONS
Purpose
• To undertake internal and external programmes to build a positive reputation for the destination and TKZN among stakeholders. Further, to champion service excellence in the tourism industry and, through the activities of the organisation, to leverage media opportunities for both the destination and TKZN.
Strategic Objectives
• To improve the destination and corporate image, manage stakeholder relationships and promote service excellence within the tourism sector.
Key Performance Areas
• Proactive media relations and the building of a positive image of the destination.
• Continuous communication of organisational key engagements and achievements with Internal and external stakeholders.
• Identify leveraging opportunities with supported events and co-ordination of supported events.
• Implement an extensive tourism safety and awareness programme.
• Champion improved customer care and service excellence within the sector.
Performance Highlights
Internal Communications
Communication with staff remains a priority for Tourism KwaZulu-Natal: it creates cohesion within the workforce, especially as the organisation is integrating with the KZN Film Commission. Well-informed employees are effective ambassadors for the organisation and the province. A number of CEO briefings were held with staff during the year under review where feedback was provided on the performance of the organization, the tourism sector and progress with the process to merge Tourism KwaZulu-Natal with the KwaZulu- Natal Film Commission.
During the 2023/2024 financial year, a weekly staff newsletter, the Exceptional News KwaZulu-Natal, was circulated to all staff via the WhatsApp Group created to allow for agile, interactive communication, providing information about internal and external activities undertaken across all the organisation’s units. Topics covered included tourism related events such as Africa’s Travel Indaba, the Durban July, TKZN’s seasonal campaigns, tourism conferences/expos, programmes led by different departments, as well as HR matters and internal activations such as the Women’s Month, Men’s Day, World Aids Day to mention a few.
External Communications
The Public Relations & Communications department liaised regularly with the media and stakeholders on various topics. These included KZN’s readiness to welcome visitors to the province for all holidays; Africa’s Travel Indaba; new flight routes and the cruise tourism season. Several interviews during major events like the 2023 BRICS Summit, Tourism Month celebrations, announcement of new tourism developments and seasonal campaigns among many others, yielded extensive media coverage for the destination. The entity also facilitated press interviews with senior officials from the Department of Tourism and Economic Development, and within Tourism KZN, as well as other entities that Tourism KZN collaborates with.
In instances of negative media reporting or enquiries about the destination, TKZN ensured that the challenging issues of water restrictions and beach closures were attended to and a crisis communications plan was implemented.
Media Liaison
A number of media partnerships to improve the destination and corporate image were formed during the period under review. TKZN continued its partnership with the Expresso Morning Show, a lifestyle and travel show which aired on SABC 3. Print media partnerships included Independent Newspapers (Daily News, Pretoria News, Mercury, Isolezwe, IOL), Ilanga and several community newspapers. Broadcast media partnerships included national and local radio stations such a Radio 2000, Gagasi FM, 947 FM, Metro FM and SAFM and Ukhozi FM, SuperSport and SABC TV.
TOURISM KWAZULU-NATAL ANNUAL REPORT 2023/2024 59