South African organisations may be investing more in marketing campaigns, media coverage and digital platforms, but increased visibility does not necessarily translate into public trust. This is the argument made by Viwe Booi, Managing Director of EQ4 Brand Architects and Digital Communications.
In an opinion piece, Booi argues that many organisations are focusing too heavily on being seen while overlooking the importance of building credibility through their actions and relationships with stakeholders.
She believes that a strong brand presence, attractive campaigns and extensive media coverage cannot compensate for poor customer experiences, unfulfilled promises or communities that feel ignored after consultations.
According to Booi, reputation management should begin long before an organisation publishes a press release or launches a campaign. Communication should form part of management decisions, operational planning and stakeholder engagement rather than being treated as the final stage of a project.
She also highlights the importance of measuring the real impact of corporate social investment and community programmes. While organisations often celebrate media coverage, social media impressions and event attendance, these figures do not necessarily show whether communities have benefited or whether public confidence has improved.
Booi argues that meaningful stakeholder engagement requires more than hosting events or conducting consultations. Organisations must listen to feedback, consider people’s concerns and demonstrate how their input influences decisions.
She adds that technology has made it easier for businesses to produce and distribute content, but it cannot make an unfulfilled promise credible or replace genuine accountability.
Rather than focusing exclusively on visibility metrics, Booi encourages communications professionals and business leaders to assess whether their work improves understanding, strengthens relationships and supports organisational objectives.
Ultimately, she believes credibility is built through consistency, accountability and the alignment between what organisations communicate and what people experience.
Viwe Booi is the Managing Director of EQ4 Brand Architects and Digital Communications, specialising in strategic communications, public relations, reputation management and stakeholder engagement across corporate, public-sector and development-focused environments.
This article is based on an opinion piece by Viwe Booi.
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