In a striking reminder that diplomacy, like all human relations, is at its core a communications exercise, the recent expulsion of South Africa’s ambassador from the United States has sent ripples far beyond Washington. Declared “persona non grata” by US Secretary of State Marco Rubio, Ambassador Ebrahim Rasool was denounced for purported “race-baiting” and anti-American rhetoric—a move that, in effect, has deepened an already fractured bilateral relationship.
The episode underscores a fundamental truth: in our interconnected and digital world, every word carries weight. Diplomatic language, ideally, is crafted to bridge divides, not exacerbate them. When public statements are ill-considered or haphazard, the reverberations can be felt in the corridors of power, boardrooms and trading floors alike. Indeed, miscommunication in international relations can translate into real economic losses—from destabilised markets to weakened investor confidence—and, more broadly, a diminution of a nation’s soft power.
It is here that the principles of strategic communications become not just relevant, but indispensable. Strategic communication is about more than ‘spin’—it is an exercise in precision, clarity, and audience insight. A well-calibrated diplomatic message takes into account not only the immediate political context, but also the long-term ramifications for national reputation and economic stability. It requires an intimate understanding of the audience and the cultural nuances that shape perception. Furthermore, it requires an acknowledgement that a message can move beyond the intended audience, and a mastery of the channels through which messages are disseminated. In a landscape where a single tweet or offhand remark can spread like fire through fynbos, and in this case, ignite international outrage, the ability to convey ideas with nuance and restraint is essential.
This is a specialised task and firms such as ours excel at delivering comprehensive public relations and strategic communications services tailored to help businesses and individuals avoid the pitfalls of miscommunication. Effective communication strategies align with the core objectives of the institution or individual concerned—ensuring every message is not only clear and compelling but also crafted to build lasting relationships and shape public narratives. Whether it’s navigating complex political waters or managing a corporate crisis, this kind of expertise ensures that the narrative developed supports, rather than undermines, strategic goals.
In today’s volatile geopolitical and economic climate, no organisation can afford to leave its communications to chance. The lessons from the Rasool incident are clear: failing to tailor a message thoughtfully can lead to lasting damage, both reputationally and economically. By investing in robust, strategic communications, companies can safeguard their interests, enhance stakeholder trust, and, ultimately, avoid finding themselves on the wrong side of history—or declared persona non grata.
– Mauritz Venter
Junior Account Manager, Resolve Communications
