South Africa: Creative alliances work best.

The eyes of the world are upon South Africa -- not only because of the historic unfolding of the democratic process that is currently taking place, but also because South Africa produces 40 percent of sub-Saharan Africa's gross domestic product and is viewed by many businesses as "the gateway to Africa."

Hundreds of international organisations have already established themselves in South Africa. Some, especially U.S. companies, left the country during the sanctions era, but with South Africa's acceptance by the international community, many are returning, and new companies are establishing themselves here because of the business potential that the country offers them.

Unfortunately, there are no quick and easy steps for a communicator to follow when trying to reach South Africa's many and diverse audiences who make up a population of approximately 40 million (estimated to grow to 48 million by the year 2000). However, the following points -- based on my own research and on information supplied by one of the country's most respected advertising agencies, Ogilvy & Mather Rightford Searle-Tripp & Makin (O&M) -- may be worth bearing in mind when tailoring a communication campaign for this country:

* There are 22 internal radio services run by the South African Broadcasting Corporation (SABC) broadcasting in 11 different languages. Some 17.6 million adults tune in to these services every day. A few independent regional stations also broadcast 24 hours a day.

* Some 13 million adults tune in to the SABC's three TV channels every day. In addition, M-NET, a pay-channel that was established some years ago, has approximately 850,000 viewers in South Africa and throughout Africa. CNN and Sky News programmes are also broadcast daily.

* More than 5,000 newspapers, periodicals and journals are published regularly and a number of major foreign news agencies are represented in South Africa.

* In a variety of market research surveys, English has been identified as a unifying language that represents the aspirations of most population groups.

* There are different levels of sophistication in both black and white markets -- to think of each as a homogenous entity would be a total error. Audiences have to be addressed across all racial boundaries and the South African advertising industry has done an excellent LSM (Living Standards Measure) breakdown. This study also provides information on the best types of media to use for different audiences.

* Obviously, the universal symbols of babies, animals and music strike exactly the same chord in South Africa as they do elsewhere in the world. Music is a particularly strong motivator, and with the emerging of the African/traditional music scene, we are seeing greater integration of music with a local flavour into our advertising. O&M's TV campaign -- "Men of Africa" -- for the Sales House fashion chain has struck a deep ethnic chord and has been highly successful.

* Patronising images and messages do nothing to further the communicator's goal. This is a universal truth and even more applicable in this transitional period in our country.

* Successful communication campaigns launched from outside our borders include those by British Airways, Unilever, Lux Soap -- to name but three. Products such as motor cars, computers and cosmetics have also done well.

* My final tip is: "Don't go it alone" when launching a campaign in this country. Approach the professionals who know and understand their markets. There are a number of well-established market research companies, advertising agencies and public relations companies who would be able to advise you and make your campaign a success. Enter into a partnership with a local agency and a whole new South African world will open up to you!

Barbara Palframan runs Barbara Palframan Communications, in Johannesburg. She will be happy to provide information on local agencies and can be reached at telephone number 27-11-884-3091. Her dress is P.O. Box 388, Cresta 2118, South Africa.