MUT Spirit Sep/Oct 2013 Brand equity + celebrates reputation capital: its 90th Life-long learning anniversary at as we build the MUT MUT brand Minister of Public Enterprises, Malusi Gigaba, the MEC for Economic Development and Tourism in KwaZulu-Natal, Mbali Mkhize, Senior Director, Marketing and Communications Mike Mabuyakhulu, Eskom senior staff and stakeholders all joined MUT executive management to celebrate Eskom’s he stories covered in this publication showed the editorial 90th birthday. team a new perspective of mankind’s tendency to adapt to T The event officially launched the Eskom-sponsored Wi-Fi- new things. One of my favourite lines has always been: “Don’t project and it was also an occasion to see the first batch replicate what your predecessor has done, but seek ways to be of students trained by Eskom on energy efficiency at MUT strategic, innovative and meaningful.” receive their well-earned certificates. Being in the brand and reputation management office, it is Prof Mashupye Kgaphola’s welcome address gave some heartening to see the developments, accolades and achievements great insights about MUT. “As recently as 2009 and until the that employees, alumni and students are attaining in the name first half of 2010, MUT had only 40, fairly old, computers in of MUT. Such endorsements and recognition add great value to the student general computer laboratory for all of our 10,000 our brand equity and our institutional reputation is increased each students,” he said. time people do great things for the university. “Students were allowed a slot of only 30 minutes each to A passionate approach towards life learning enhances one’s use these computers. One can’t even imagine how students interpretation of what one’s life role entails. Each experience, from disadvantaged backgrounds, many of whom had never personal or professional, contributes towards one’s career and used a computer before coming to university, could be personal development. Therefore, it’s never too late to learn new expected to develop technological competence for effective things. learning under such circumstances. The new management In line with this, I’d briefly like to share my journey in the public team has since focused on changing this situation,” he relations industry. Thirteen years ago, I had never sent a press continued. “Since we took the reigns, we have acquired statement before and would naturally have assumed that you thousands of new computers for students and staff to use, submit it and voila, stories would just appear in the newspapers. replaced old computers on a phased-in basis, created new This was before we had social media platforms, which provide computer laboratories, and generally improved connectivity us with answers and immediacy to every challenge we are for all.” experiencing. “We even have a dedicated computer laboratory equipped With this, I introduce and pay tribute to Michelle Bono, a PR with 40 computers, specifically for students with disabilities,” Director in the city of Tallahassee, Florida, who took me under he said. her wing during benchmarking studies and offered me insight into For Zola Tsotsi, Chairman of Eskom, this was an important how PR and media relations are embedded. She is still with the milestone as it impacts on the lives of the whole country. The same organisation but is now an assistant to the City Manager. power generator has a massive obligation—to see to it that And I am still learning from her. all South Africans and industry have electricity. As a major stakeholder in the lives of all, “Eskom is happy to serve the marginalised, too,” said Tsotsi.

“We are privileged to be able to improve the lives of the impoverished. Our mandate is to uplift the lives of all South Africans. Eskom has committed itself to continue this noble job for many years to come. As the power giant of South

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