Reggie Ngcobo, spokesperson for Thoko Didiza, the former minister of agriculture, land reform, and rural development, has navigated a distinguished career that blends his passion for communication with a dedication to the agricultural sector.
Speaking to Food For Mzansi, the top communicator says his educational background laid the foundation for his successful career. He holds a national diploma in journalism, a bachelor’s degree in communication science, and an honours degree in integrated organisational communication.
These qualifications, he believes, equipped him with the skills needed to excel in any environment, particularly in the agricultural sector.
“These qualifications have prepared me for any environment, and with the department of agriculture, specifically, it came in handy to assist me to understand the sector and how special it is to the nation as a whole,” Ngcobo says.
Relevant studies and career inspiration
Every aspect of Ngcobo’s studies has been relevant to his work. He emphasises that “communication as a profession always prepares you for any work environment”.
From an early age in the streets of Umlazi, south of Durban in KwaZulu-Natal, he knew he would become a communication specialist. “Early on in my schooling, I knew I would become a communication specialist. During those days, I participated in debate competitions and often spoke on behalf of my fellow learners.”
Ngcobo was a learner at Cola Primary School and Khalipha Higher Primary School before attending Okumhlophe High School for his secondary education.
In his role as media liaison officer and spokesperson for the department of agriculture, land reform and rural development, Ngcobo was responsible for liaising with the media and fostering good working relationships between Didiza, department officials, and the media.
“I did this to the best of my abilities,” he says proudly.
Ngcobo describes his days as consistently busy, “dealing with media enquiries, drafting of media responses and statements, doing media interviews as well as being part of the planning of ministerial and departmental events”.
Key skills and personal qualities
According to Ngcobo, key to his success as government spokesperson was a thorough understanding of the media sector, and strong communication abilities.
“You need to be a good communicator. At all times, you must be able to share the work of your principal and the government with the public through the media or any other platform.”
Personal qualities such as round-the-clock availability, keen observation, proactive communication, a balance of friendliness and firmness, unwavering dedication, and strict discipline are essential.
Ngcobo says, “You need to always be available and reachable for your stakeholders, be observant, willing to communicate, and friendly yet firm. Love your work, and it will love you back. Be dedicated and disciplined. This job is not 08: to 16:00; it’s 24/7.”
Also, extensive travel is an integral part of the job, encompassing both domestic and international destinations.
“Over the course of my tenure, I have travelled extensively to countries such as Germany, France, Italy, Switzerland, Saudi Arabia, Dubai, Qatar, Uganda, Zambia, Namibia, and Ivory Coast, among others. These experiences have broadened my perspective and enriched my understanding of global agricultural practices and policies.”
Agricultural communication
While Ngcobo acknowledges the common challenges faced by communicators in both the public and private sectors, he found great reward in contributing to the agricultural sector’s resilience.
“To be able to be part of the team that made sure that the agricultural sector thrives despite challenges such as Covid-19, climate change, global politics, and all other challenges facing the sector, was immensely rewarding,” he shares.
He remains grateful to Didiza for the opportunity to serve in this vital sector, considering it an honour for himself and his family.
“I will always be grateful to Minister Didiza for the opportunity to serve in this sector. It’s indeed been an honour, and not for me alone but for my family.”
Ngcobo offers valuable advice for those aspiring to pursue a similar career.
“Communication is a science, and as a communication specialist, your job is to find better ways to convey the work the department or government is doing for the nation,” he explains. “Be available at all times (your phone must always be on!), be responsive, and cultivate a love for reading. Stay closely connected to your constituency.”
And Ngcobo’s foremost tip?
“Be ready to serve,” he emphasises.
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