Prashirwin Naidu
As a motoring journalist with a good few years of experience reviewing some of the most sought-after vehicles from flourishing global brands, I’ve encountered my fair share of challenges.
Admittedly, it’s all about what one offers in terms of platforms.
As part of the fledgling Higher Education Media Services (HEMS), we have been talking on a variety of subjects through our weekly slot over the past decade on Limpopo’s hottest frequency, Capricorn FM, and online and print platforms, like eSwatini Sunday, among others.
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More recently, Edwin Naidu has been on SABC Sport Line and Radio 2000 talking about the possibility of Formula One returning to South Africa.
An experienced journalist with more than three decades of experience, he continues to voice his opinions on various subjects with authority in South Africa and the continent.
Before spreading my wings, I collaborated with Edwin, especially in understanding how to foster relationships with the automotive sector.
I told stories that kept listeners and readers informed. Any journalist worth their salt wants to ensure that their platforms tell the stories of everyone fairly and without bias.
Through Capricorn FM, in particular, and eSwatini, I have managed to cover the majority of brands in South Africa.
I’ve enjoyed dealing positively with major manufacturers, from Mercedes-Benz, Audi, and Volkswagen to Ford, Kia, Stellantis, Isuzu, and even the rapidly emerging Chinese brands.
Regardless of their size or status, each of these companies has responded to inquiries, often promptly.
I recall contacting Christo Kruger from Porsche when I started in the industry. While the answer was “no” at the time, it was delivered professionally and with a promise of future collaboration.
If you tried getting a response from top-selling German manufacturer BMW, you would go grey or bald from pulling out your hair in frustration.
Motoring colleagues, including Edwin, speak fondly of Hayley Philander as a journalist. Unremarkable but undoubtedly pleasant; however, in her role as a communicator with BMW, she has been a disappointment. Not because she does not allow us to use her small selection of vehicles.
But because the essence of communication is to communicate. Surely, one’s KPIs are based on that unless BMW does not give a damn.
This isn’t just an observation; it’s a frustration built over a year of emails, calls, and countless attempts to communicate with Hayley – and later, Thilosh Moodally, the General Manager of Group Communications and External Affairs, since January 1, 2023.
Not through any effort of theirs, we reached out to Hayley over breakfast, hoping that it would at least lead to being put on a mailing list so one knows what is coming from this brand that people love in South Africa.
Sadly, their arrogance is buoyed by buoyant car sales, which ensures they keep a small fleet, deal with niche media, and ignore the rest.
While that is their prerogative to communicate with whom they wish, the one thing about communication is courtesy. I don’t want your cars.
My concern stems from a commitment to my loyal readers, listeners on Capricorn FM, and the motoring enthusiasts of Eswatini and Limpopo. They deserve insights into BMW’s offerings, just as with other brands.
As a former journalist, one would have expected Philander to understand that. My dad and late uncle really got on well with her, but for me, unless you made your mark through impactful journalism, you would fall into the category of mediocre – and a good many, I’m told, end up in public relations.
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Given her background in accounting and not communications, I can understand Moodally’s reticence to communicate. That is why BMW put a bean counter into this role, which was once handled with aplomb by Guy Kilfoil. I was a little boy when I met him at their former BMW head office in Midrand, but I was impressed by his professionalism.
By no means am I putting down Moodally’s claims for the role. She has held several key roles over 20 years in BMW Group South Africa. However, a trained chartered accountant in charge of communications is like asking a trained nurse to perform surgery.
She has had a stellar career at BMW, but she is no communicator, which is why her underling Philander can get away with disrespecting journalists.
For me, it shows a low EQ when you don’t reply to my correspondence, but she asked a friend about me. Have you forgotten that journalists talk, Ms Philander? Perhaps journalism was not your true calling? However, courtesy is the basic principle of communication.
Ironically, Moodally replaced Deena Govender, who was also not a trained communicator. Holding a Master’s Degree in Engineering, he held various positions in Engineering Development, Production, Sales and marketing before getting the top communications role.
An accountant preceded by an engineer as the face of communications at the world’s best-known motor manufacturer.
How laughable! What next? A failed journalist or a matriculant with six distinctions who cannot get a place at varsity could be good bets. And they expect us to take them seriously.
On Friday, after a year of silence, I eventually contacted Moodally. Our conversation was brief but, frankly, disheartening.
When I asked about the lack of engagement, her response was cold and devoid of empathy. She cited limited resources and vehicle availability as reasons but offered little explanation for the lack of communication, not even an apology for her inefficient subordinate.
My Dad said she gives Phoenix a lousy name. (He even went to the same school she attended at Grove-End.) However, Moodally expressed interest when I mentioned Capricorn FM’s extensive listenership, hinting that BMW might involve us in future events. No thanks!
Her response seemed more like an opportunistic pivot than a genuine interest in fostering a partnership. She said a PR company handles its media, which indicates that it is not operating like clockwork, as the name implies.
I explained how other manufacturers accommodate media requests and ensure open lines of communication.
Unfortunately, my points met with the same indifferent tone. She didn’t care. If this is how BMW treats the media, it begs the question: how do they treat their customers?
Most manufacturers are pleasant, professional, and forward-thinking in their dealings with the media. BMW South Africa, on the other hand, seems out of touch.
Is it wrong to believe that a bean counter can’t communicate? Maybe the Public Relations Institute of South Africa (PRISA) should study how motoring brands tell their story – if they care with a focus on BMW who cannot find proper communicators for the job.
In the meantime, listeners in Limpopo – and eSwatini, where BMW don’t care about selling their vehicles, will continue to be kept informed of the latest developments in motoring, everyone that is possible, bar those rude, obnoxious soulless public relations people at BMW.
Keep your cars; we have enough material from those who want to deal with us and entertain our audience. ©Higher Education Media (The opinions expressed are those of the author and don’t represent the publication)
