Active communication awareness

Aided (prompted)

 Commodity Organisations and Commercial Farmers appear to have the highest levels of awareness.

 Amongst Smallholder Farmers and Agri Processors, awareness of dialogue sessions is the lowest.

 Awareness of walk and talks is also low across all groups (although higher amongst Commercial Farmers).

department’s stakeholders, than passive communication channels. Commercial farmers and agri processors would prefer more face-to-face interaction with departmental officials, whilst smallholder farmers prefer information days, events and workshops as communication platforms.

Stakeholders’ overall perception of services rated at 57% with commercial farmers having the lowest awareness. However, all stakeholders thought that the department is extremely important for their successful operation. Stakeholders who used the department’s services were also mostly satisfied with it.

Conclusion

Our stakeholders talked and we listened.

The survey results were clear: There is general awareness of the department’s communication platforms and services, but there are definite areas that require improvement.

The department’s aim is to improve the awareness of its services and similarly the usage thereof. Communication channels like bulk SMSes, WhatsApps, emails and social media are ways to improve awareness. The department’s extension and advisory officials are a key communication channel and their value in the field can never be underestimated.

The survey, whilst highlighting the gaps, also showed that most clients were impressed with the services they had received from the department and a clear majority indicated that the department was crucial for the successful operation of their organisations. AP

For more information, contact Petro van Rhyn: petrovr@elsenburg.com