Impact of Media & Communication Activities at SADC PF
Discover the strategic leveraging of media and communication by the SADC PF to enhance public awareness, strengthen advocacy, and position itself as a regional voice. Learn about the Forum's initiatives in engaging diverse stakeholders through traditional and digital platforms, including social media and multimedia content.
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Presentation Transcript
IMPACT OF MEDIA AND COMMUNICATION ACTIVITIES AT THE SADC PF Moses E.D Magadza (PhD), Media and Communications Manager, SADC PF
A bit about myself About 30 years of media and communication experience at provincial, national and regional levels 12 Media awards including the SADC Media Award (2008) 5 years experience at SADC PF (2014-2018 & 2024- Now) Doctor of Philosophy in Media Studies; MA in Media Studies; BA(Hons) Media Studies; Diploma in Journalism and Communications; Diploma in Education; Diploma in Copy Editing and Proofreading (UK)
Introduction The Southern African Development Community Parliamentary Forum (SADC PF) strategically leverages media and communication to enhance public awareness, strengthen advocacy, and to position itself as a credible regional voice. To position the Forum as a knowledge leader on issues affecting the region, regular ready-to-publish media messages are developed and shared with national and regional media.
Intro more Audiences on the SADC PF s social media platforms are growing, creating an opportunity to reach more people with information on the Forum s work. Working closely with the Forum s ICT Officer, Mr Ronald Windwaai who has above average appreciation of data analytics, we regularly analyse the Forum s social media platforms. It is apparent that audiences are also reached through the Forum s website, which is helping to expand the image and work of the Forum. The Forum commemorates important advocacy moments through statements issued via the Office of the SG. These are also turned into news articles which are shared with mainstream media for greater reach.
Enhancing Visibility and Public Engagement All Forum activities - 100% of launches, regional meetings, virtual engagements, and capacity development initiatives - are publicised across mainstream and social media. A blend of traditional and digital platforms, including national newspapers, Facebook, and Twitter (now X), are used to engage diverse stakeholders. The Forum enriched its outreach with multimedia content, and recently produced 15 short videos in collaboration with Equality Now to highlight the fight against child marriage. These videos, featuring Members of Parliament (MPs) and some Speakers, demonstrate a growing commitment to evidence-based advocacy on a range of issues including sexual and reproductive health and rights (SRHR).
Enhancing Visibility and Public Engagement more.. Notably, Members of Parliament interviewed in the videos demonstrate a clear understanding of the cross-cutting nature of SRHR, a key outcome of the Sweden-funded SRHR, HIV and AIDS Governance Project. That some MPs are now confident enough to appear on video to advocate on an evidence-based perspective, shows that there has been a shift in attitudes and knowledge.
Institutionalising the SRHR, HIV & AIDS Governance Project and Amplifying Donor Recognition From inception of the Sweden-funded awareness creation, institutionalisation within national parliaments, and high- visibility branding. All media content - 100% of published articles - acknowledged Sweden s support. That reinforced its critical role in advancing regional governance and human rights. project, the Forum prioritised
Strengthening Media Partnerships for Greater Impact The Forum has cultivated strong relationships with influential media editors in nine SADC Member States (Zimbabwe, Namibia, Lesotho, South Africa, Eswatini, Botswana, Seychelles, Malawi and Zambia), leading to free, prominent and widespread publication of Forum-related content. This significantly reduced costs while maximising reach. To position the Forum as a thought leader, ready-to-publish media messages on key advocacy moments were regularly disseminated to national and regional media. The Forum s website and public statements issued through the Secretary-General s office further amplified its visibility and influence.
Strengthening Media Partnerships for Greater Impact more In this regard, articles on the work of the Forum regularly and prominently appear in various media houses in different parts of the SADC region such as The Herald, The Sunday Mail, The Sunday News and News Day in Zimbabwe; Zambia Daily Mail in Zambia; Swazi Observer in Eswatini; The Namibian, New Era and Windhoek Observer in Namibia; Public Eye and Africa News 24 in Lesotho; Botswana Guardian and Pan Afrikan online publication in Botswana; the Nation in Malawi; Scope in Mauritius; and Seychelles Nation in Seychelles, to name a few.
Strategic Advocacy and Policy Communication The Forum s media and communication strategy has effectively promoted key policy tools developed under Sweden s support, including model laws and minimum standards. A key achievement was securing a partnership with Equality Now to advance awareness of the SADC Model Law on Eradicating Child Marriage and Protecting ChildrenAlready in Marriage. In alignment with global advocacy efforts, the Forum actively participates in UN observances such as World AIDS Day, the International Day of the Girl Child, and the International Day for Universal Access to Information. Public statements issued during these occasions link the Forum s efforts to global priorities, serving as powerful advocacy tools.
Strategic Advocacy and Policy Communication more The Forum also ensures visibility for its broader work, covering standing committee meetings, the Executive Committee, and the Plenary. The participation of SADC PF MPs in regional and global forums on climate change, food security, terrorism, and gender-based violence and the recently concluded CSW69 in New York, USA, was extensively documented and publicised, reinforcing the Forum s leadership in governance discourse.
Social Media Performance The Forun undertakes detailed analysis of the SADC Parliamentary Forum's performance across its key social media platforms: Facebook, LinkedIn, x (Twitter), and YouTube. The focus is on metrics such as audience reach, engagement, and growth from March 2024. Actionable recommendations to enhance the Forum s digital presence and outreach are included.
Key metrics Followers: 3,135 Audience Demographics: Male: 73.3% o Female: 26.7% o Total Views: 10.4K Reach: 18.8K 3-Second Video Views: 95 Content Interactions: 770 (includes likes, reactions, comments, shares, and replies) Total Watch Time: 41 minutes, 33 seconds
Facebook more Facebook remains one of the most impactful platforms for the SADC Parliamentary Forum s digital outreach. Its steady follower base and high reach affirm the platform's potential to disseminate content to a broad audience effectively. However, the low retention rate of video content, as evidenced by the minimal 3-second video views, indicates a need for creating more engaging and visually compelling materials. Enhancing video storytelling and optimizing for mobile-friendly formats can help increase audience engagement and retention.
Key Metrics Impressions:67,806 Reactions: 1,752 Comments: 74 Reposts: 17 LinkedIn demonstrates the Forum s strong visibility and relevance within professional circles. With nearly 68,000 impressions and a substantial number of reactions, the platform reflects the Forum s ability to resonate with its target audience. However, the relatively low number of reposts suggests an opportunity to improve content virality. Leveraging call-to-action strategies, such as encouraging followers to share posts and participate in professional discussions, can further amplify the platform's reach and engagement.
Key Metrics Followers:2,600 (including 86 verified accounts) Impressions:110.6K Engagement Rate: 9.3% Total Engagements: 10K Profile Visits: 617 Replies: 125 Likes: 2.5K Reports: 698 Bookmarks:35 Shares: 94 Twitter, now branded as X, has emerged as a robust platform for reaching a wide audience with an impressive engagement rate of 9.3%. This metric underscores the relevance and appeal of the Forum s content. To further harness this platform s potential, increasing efforts to drive profile visits and encourage deeper interactions such as replies, bookmarks, and retweets will be crucial. Posting time-sensitive, interactive content (e.g., live event updates or trending hashtags) can also boost engagement.
YouTube Performance Analysis Key Metrics Total Views: 18,849 (+124% from the previous period) Watch Time: 570.2 hours (-39% from the previous period) Subscriber Growth: +261 (+139% from the previous period) The Forum s YouTube channel has seen remarkable growth in views and subscribers, reflecting the growing popularity of its video content. The significant increase in subscribers indicates successful audience acquisition strategies. However, the notable decline in watch time suggests a need to reevaluate content delivery. Shorter, high-impact videos with clear and engaging storytelling could help sustain viewer attention and enhance the overall watch time.
CONCLUSION AND ASKS Through strategic media engagement, the Forum has significantly raised awareness, strengthened stakeholder engagement, and amplified advocacy efforts. The contribution of partners such as Sweden has been consistently highlighted. By leveraging both traditional and digital media, the Forum continues to position itself as a leading voice on a range of issues including governance, human rights, and SRHR issues in the region.
ASKS Full cooperation and collaboration from national staff, especially those accompanying MPs and Speakers Occasional support with HR during key activities (writers, photographers) Nudging ( by Speakers) of national public media to support the work of the Forum
