Bullion Company Profile

c COMPANY PROFILE VISION Remain a leading Public Relations and Communication agency, renowned for our unwavering commitment to our clients and our exceptional ability to surpass their MexISpSeIOcNtations. Remain a OleuardviinsigonPius btolicdeRveelolaptiaotnesamanodf pCaosmsiomnautneicanadtiodendaicgaetendcy, professionals, who are committed to dreelnivoewrinngedexfcoerptoiounral results and euxncweaevdeinrigngoucor mclmieintmtse’ nt to eoxupr eccliteantitosnasnedvoeuryr time. We setxrciveepttioonbael aabtriulitsytetod advisor, psurorvpiadsinsgthuenipr aralleled eexxppeercttiasetio, ninss.imghatins aanldeading gPuuibdlaicncReeltaotihoenlsp aonudr clients sCuocmcemeudn,icgarotiwon, aangdenthcryiv, e in troednaoyw’sneedvefor-reovuorlving world. unwavering commitment to our clients and our exceptional ability to surpass their expectations.

Why has public relations and communication management become so important? The world is becoming increasingly influenced, and driven, by the Fourth Industrial Revolution. The way that the public interacts with companies, and consumes news about companies, has shifted to online channels where the public can consume news and updates in a safe environment. This has forced a change in conventional marketing with a noticeable shift towards digital channels. The Fourth Industrial Revolution has also had a significant impact on the media industry. Journalists and Editors live in a fast-paced world where change can be immediate. Public relations is an effective tool that can be used to enhance a company’s profile and remind the public of what the company is doing and the projects that the company participates in. Public relations is also a natural fit when it comes to engaging with the media and reminding the public that your company is still relevant. Why Bullion PR & Communication? We can deliver on your communication challenges. In the new world that we live in, words and images count. Over the years, Bullion PR and Communication has gained vital experience in managing the reputation of companies and helping them achieve key strategic goals. We also have extensive experience in media management. Over the years, Bullion PR and Communication has effectively steered organisations, advanced their objectives, and positioned them in the marketplace through the use of innovative – yet effective – communication techniques. Bullion PR and Communication firmly believes that effective communication is about understanding the client and the expectations of their target market. We then strive to meet or exceed these expectations by using an effective communication strategy that connects with them and communication channels that will best achieve their objectives. Page | 1

Clearly define Research and Deliver Evaluate to objectives understand meaningful & measure audience success or expectations credible failure message We have also have key experience in working with government organisations and legislative bodies. This has traditionally proven to be challenging for most companies. Our previous success in working with the National Credit Regulator during the implementation of challenging legislation (the National Credit Act), allowed Bullion PR and Communication to work very closely with legislative bodies. In so doing, Bullion PR and Communication understands the dynamics that are involved in dealing with government departments. Our mission and vision can be summed up by our desire to effectively communicate a message to all South Africans in an effective, strategic manner. Page | 2

Strategic Approach & Services An effective public relations and communication management campaign is based on a careful assessment of the internal and external environment of a company. This is managed by Bullion PR and Communication who applies an objective approach to this task. This assessment is combined with key performance indicators (KPIs) that the client highlights with Bullion PR and Communication. In addition, this assessment is based on the careful monitoring of impact and perception that the communication strategy will be based on. This is done to ensure that the organisation’s key business objectives and KPI’s are supported. The most effective method of evaluating any PR strategy is through a perception audit. This is a costly exercise in which case monetary value/AVE’s, the number of interviews that are conducted, as well as amount and type of exposure a company receives, can be monitored with the use of a press clipping agency. In addition, Bullion PR and Communication also produces bi-weekly stats for clients based on stated KPIs. Page | 3

Our areas of expertise include: Communication strategy; Media Content Creation (media packs, press releases, holding statements and thought leadership); Media training; Media tracking and analysis; Research; Crisis Communication; Conferences, seminars, product launches and special events; Corporate identities; Stakeholder Relations; Digital Communication; (website design and social media campaigns) Product Launches; Campaign Launches; Branded Content; Influencers/bloggers; and PR Stunt/Activation. RESEARCH Clients may wish to consider informal research from time to time or a full communication and perception audit. These results will enable Bullion PR and Communication to determine which values, behaviour and practices should be continued, added to, changed or eliminated. Page | 4

Key Accounts Bullion PR & Communication has worked with some of the largest companies in South Africa in industries that range from regulatory, financial, and consumer environments where education and stakeholder relations has been of utmost importance. Some of our key clients have included the transition of the Micro Finance Regulatory Council of South Africa (MFRC) to the National Credit Regulator (NCR) which was a 15 year contract, the Consumer Goods and Services Ombud (CGSO), and the Ombudsman of Short Term Insurance (OSTI) in South Africa. Key clients past and present: Listed companies UniFer; Terexko - World Trade Centre, TCM Business, World Trade Centre Hotel, World Trade Centre Conferencing, Vilamoura, Café Ba Reeba; Vestacor; Renaissance Retail Group; Richway Retail Properties; Primegro Property (Pty) Ltd; British Airways Franchise Partner Comair; CedarGro; and Fashaf. Government / Parastatals / Regulatory National Credit Regulator (NCR); National Nuclear Regulator (NNR); Micro Finance Regulatory Council (MFRC); Denel Group; Department of Trade and Industry (DTI); Credit Ombud; National Debt Mediation Association (NDMA); Ombudsman for Long-term Insurance (OLTI); Ombudsman for Short-term Insurance (OSTI); Consumer Goods & Services Ombud (CGSO); South African Fraud Prevention Service (SAFPS); and Ombudsman for Banking Services. Exhibitions Decorex SA Inaugural Gala Dinner; Index; and Africa's Big Shot Show. Page | 5

Consumer Dairy Belle; London Pie Co; The Meeting Place; Gilberto e Vittoria Creazioni; Tusker SA; Sirocco (Two Dogs); Hyperama - Large Supermarket chain; Ericsson; Armato; MIB Action Gear; Procter & Gamble (P&G); and Tiger Brands – Albany Bakeries and Tastic. Education MANCOSA University Pharmaceutical SmithKline Beecham; and Fine Fragrance Collection – Odour – the Documentary. Financial Unibank; Union Finance; Lemon and Lime: Thuso – Safrican (subsidiary of Thebe Investments) and SA Post Office; and Old Mutual. Sports South African Ice Hockey Association; and Netball South Africa. Information Technology Integration and Software Services - IT company; Sybase SA; Ambridge Technologies; and Blueprint: Sebros. Mobax Mass Events Department of Labour - Human Rights Rally; Page | 6

Innax Production; and Ocean Action - Miss Fitness 1997. General Strathwold Farm - Trout Syndicate; Superspreads; Catermart; Espial Consulting; and DMX Music Africa. Bullion PR & Communication has been instrumental in managing clients’ profiles and reputation among stakeholders. While every effort is made to enhance the public image of a company, negative media coverage is always a reality that needs to be dealt with. Bullion PR & Communication monitors the media with a view to address negative perceptions about clients. Bullion PR & Communication develops an appropriate strategy to effectively address this. This will minimise the reputational and financial impact on the company. Page | 7

STRATEGY DEVELOPMENT AND CONCEPTUALISATION The senior management team is responsible for strategy development and conceptualisation and PR management. An accounts manager with a support team handles eventing and auxiliary functions Our Management Team When Bullion PR & Communication was founded in 1995, the leadership team highlighted a fundamental objective; we wanted to set a new standard in the communication sector. The landscape has transformed significantly in recent years. However, our passion and determination to deliver high quality, innovative campaigns has never been compromised. Lola Lazarus – Managing Director Lola Lazarus is a Chartered Public Relations Practitioner (CPRP) and an Accredited in Public Relations Practitioner (APR). She is registered with the Public Relations Institute of Southern Africa (PRISA). Lola holds a BA Honours Degree in Communication Science and has over 30 years of industry experience. After receiving her National Diploma in Public Relations, Lola completed her practical training at a leading international PR Consultancy. She also assisted in the founding of a top Johannesburg based Consultancy. In 1996, Lola founded Bullion PR & Communication after which she was invited by the North-West University to do her Honours and Masters Degree. She is currently completing her Masters degree in Communication Science at University of South Africa. Lola is a member of the following organisations: Public Relations Institute of Southern Africa, (PRISA) Public Relations Consultants Chapter, (PRCC) Page | 8

Dr Christelle Swart – Perception Audits and Strategy Dr Christelle Swart is a communication consultant with extensive public relations and marketing experience. She holds a PhD in Communication Science from the University of South Africa (UNISA). Her current research interests focus on social media communication, corporate communication, and contemporary public relations. In addition, she specialises in a variety of strategic communication strategies. Her current projects focus on corporate brand communication and content marketing. She follows a pragmatic approach to communication and has acted as a communication consultant for several corporate clients since 2000. She holds an MA in Communication from the Rand Afrikaans University (now University of Johannesburg) and specialized in public relations and journalism during her Honours. Her experience in the field of marketing and communication includes formulating and executing marketing and communication strategies, executing communication audits for several companies, and compiling communication action plans. She has broad research knowledge ranging from post-diploma research supervision to the use of qualitative and quantitative research methods for various research purposes. Christelle is a lecturer in the Department of Communication Sciences at UNISA. As an academic, she is an accredited RPL assessor, study material developer, and OBE trainer. Christelle has acted as an external examiner for various higher education institutions and has presented several papers at national and international conferences. Christelle’s team members are specialists in the field of research and have vast experience in communication audits, customer service surveys, organisational climate surveys, focus groups, as well as in-depth individual interviews and content analysis. They understand the importance of deliberate and honest communication in organisational functioning. Christelle’s team are professionals who realise the importance of information sharing and are committed to finding and creating effective communication messages. Page | 9

The research specialists are active members of: The Council for Communication Management (CCM); International Association of Business Communicators (IABC); South African Marketing Research Association (SAMRA); Public Relations Institute of Southern Africa (PRISA); and Public Relations Consulting Chamber (PRCC). In 2009 and 2010, Christelle’s team was awarded an Africa Quill Award for communication research and communication training conducted for Kumba Iron Ore and Sasol Mining. Extensive research has been done for, amongst others, the following organisations: Anglo American: Kumba Iron Ore Anglo American recently launched their new brand strategy. According to the new brand strategy, the brands of all the previous business units of Kumba Iron Ore will change significantly. At the same time, the values of Anglo American will also be repositioned. The purpose of this research project was to determine: The current knowledge about, and views regarding the Anglo brand amongst employees of Kumba Iron Ore at the Sishen, Thabazimbi and Kolomela mines; The views of the employees during the roll-out of the new branding and the values at the different mines; and The impact of the campaign on the knowledge about and attitude towards Anglo American after the roll-out campaign. Exxaro Resources An organization wide audit was conducted in October 2010. The purpose of the communication audit was to track the effectiveness of the communication strategy developed by the Corporate Communication Office. Both qualitative and quantitative research was conducted, including interviews, focus groups content analysis and a questionnaire. Suidwes-Agricultural Co-operation Research was conducted to determine the Stakeholder view of the image of Suidwes-Agricultural Co-operation. The study included extensive telephone research. Sasol Group Numerous communication-related projects have been conducted for the Sasol Group. Page | 10

Writing and Editing Bullion PR and Communication places great emphasis in this area and partners with highly skilled journalists to draft press releases and opinion pieces. These are also edited and proofread by these journalists. Writers Credentials & Experience Our writers – who have extensive experience in financial journalism – are adept at financial, consumer, trade, sport and technical journalism. Years of experience have entrenched a familiarity and understanding of the jargon and style required to communicate effectively with this incredibly niche readership. Bullion PR & Communication understands the importance of quality control and a precise understanding of media needs. In line with this, we direct announcements to the target medium in the format, style, and manner that will most likely to be accepted for publication. It is a procedure that works. Our reputation for maximising publicity is well known and is a cornerstone of our success. Page | 11

Jonathan Faurie – Bullion Writer Jonathan Faurie works for Bullion PR & Communication in the capacity of writer. He is a professional communicator with a degree from the University of Johannesburg in Communication Management and more than 15 years’ experience as an industry journalist. Over the years, Jonathan has worked for leading publications in the mining, engineering and financial services industry. Jonathan has extensive experience in a range of media formats having worked in radio, print and online. He brings an extensive knowledge of the media industry to the fore in crafting unique and interesting pieces for publication. Jonathan specialises in tailoring communication messages that not only highlight the client’s profile, but also fits into the larger narrative of a client’s communication strategy. This makes him an invaluable resource in our communication team. Jonathan has interviewed numerous top industry professionals from CEOs to regulators and top government officials. Jonathan is an information enthusiast who takes on new challenges with an eye for detail and a voracious interest in the nuances of his client’s message. Page | 12

Charleen Pegram – Event Co-ordinator Charleen Pegram has over twelve years’ experience in Client Services, account management, marketing and project lead for many memorable events and community-based initiatives. Her responsibilities include conceptualising, planning, managing, and implementing campaigns and events in line with client and agency strategy and creative direction. She works across the disciplines of client service, below the line, project management and events co- ordination. Known for her creativity and great attention to detail, Charleen has managed key projects including launching of global brands (Reckitt Benckiser), new launches (AVI, with iconic brands like Bakers and Five Roses) and CSI initiatives (Tiger Brands and National brands). She will lead execution of your brand through engagement, execution, and a constant awareness of your brand storyline. Charleen’s role will be project lead for any consumer engagement; community-based projects; eventing; conferencing; sourcing, which broadly encompasses: Project Management Supervision and ground support to align all activities to project objectives, and proactively recommend & action solutions to changing campaign demands. Events / Internal Brand launches / Conferencing Tailor the right engagement - from a new product launch; internal activation, conference organisation and logistics management. Branding, collateral production & other Giving your brand maximum exposure, by ensuring that your audience get an up-close personal interaction / experience of your brand. Skills Development Skills development is crucial for the country’s economic growth and sustainability. Bullion PR & Communication has arrangements with Universities and Technikons across the country. This entails training communication graduates giving them the necessary experience to compete in the job market. Page | 13

REFERENCES: Please see feel free to contact any of the following clients for references: Mmaphuti Rankapole Currently MD Beverages Pioneer Foods Cape Town (former Marketing Director Albany Bakeries – Tiger Brands) Mobile: 083 469 7964 Matshela Seshibe Tiger Brands Albany Managing Director [email protected] Reana Steyn Ombudsman for Banking Services 082 871 2019 Manie Van Schalwyk Currently CEO Southern African Fraud Prevention Service (SAFPS) 083 268 0497 [email protected] Vuyani Jarana Founder and CEO Ilitha Telecommunication (ex CEO SAA) 082 990 3657 [email protected] Page | 14

To Whom It May Concern. Having been a board member for the NCR, I was introduced to Bullion PR & Communication approximately 18 years ago when they handled the transition of the Micro Finance Regulatory Council to the National Credit Regulator and subsequently the implementation of the National Credit Act. Bullion PR and Communication handled both accounts in excess of 15 years after which I appointed them to handle the public relations for the Credit Ombud. After my tenure at the Credit Ombud, I then appointed Bullion PR and Communication to work with me at the Southern African Fraud Prevention Services. Over the years Bullion PR and Communication as handled all aspects of our account from research and strategy to media liaison and implementation. I believe the MD, Lola Lazarus’ 20 year track record with me speaks for itself and our long working relationship is indicative of the professionalism by which she runs the company. I highly recommend Bullion PR & Communication. Regards MANIE VAN SCHALKWYK SAFPS CEO Telephone | +27 (0)11 867 2234 EXT 267 Cellular | +27 (0)83 268 0497 Fax | +27 (0)11 867 2315 Website | www.safps.org.za Postal address | P.O. Box, 2629, Alberton, 1450 Page | 15

To Whom It May Concern. We have enjoyed a long-standing relationship with Bullion PR & Communication on Tiger Brands’ flagship brand, Albany Bakeries. Bullion PR has proved to be agile enough to meet our exceedingly tight deadlines and are always willing to accommodate us when adaptations need to be made. Currently, Bullion PR handles all aspects of our public relations activities and communication strategy in addition to the implementation of all activations and product launches. In particular, the agency has managed to raise a tremendous amount of awareness for our Heritage Month campaigns with Dr Esther Mahlangu. Media exposure on these events have lasted well into the following year. It is with great pleasure that I recommend the agency to anyone looking to improve their presence in the market place. Regards Matshela Seshibe Managing Director Albany Bakeries Page | 16

To Whom It May Concern. I was introduced to Bullion PR & Communication many years ago having worked in the legal department for the National Credit Regulator (NCR). I then continued to work closely with Bullion PR when I joined the Credit Ombud, where Lola and her team assisted us on many aspects of our PR and communication strategy, including the annual report. She worked closely with our internal team and above-the-line agencies to ensure a synergistic approach to our communication strategy. Bullion PR now supports me as the Banking Ombud at the Ombudsman for Banking Services and we obtain excellent results from the consultancy’s professional understanding of the media and the industry. Our long-term working relationship is testament to Lola’s attention to detail and media relations. We have full confidence in Bullion PR and Communication when it comes to handling our public relations and annual report launch. Bullion PR and Communication is a boutique agency with the ability to offer the full gamut and implementation of all PR requirements. I do not hesitate to recommend Bullion PR to any prospective client. Regards Reana Steyn Ombudsman for Banking Services Direct Line +27 11 712-1857 Tel +27 11 712-1800 Sharecall +27 860 800 900 Fax +27 86 683 1447 Website www.obssa.co.za Physical Address 34 - 36 Fricker Road, Ground Floor, Illovo, Johannesburg, 2196 Page | 17

From the desk of: Vuyani Jarana Chairman Mobax SA To Whom It May Concern: I have worked closely with Lola Lazarus (Managing Member) of Bullion PR & Communication, on the Mobax account, for which I am the Chairman. We have worked together in excess of a year and in that period of time her integrity, and ability to grasp communication requirements for business strategy with immediacy, is of a very impressive standard. I have the utmost confidence that anything disclosed to the company in confidence is treated with respect by Bullion PR. Above all, the media exposure obtained, is indicative of her excruciating attention to detail. There is no doubt that what the media is receiving is of an extremely high standard, in keeping with their house style and requirements. As someone who has dealt with the media extensively, Bullion PR & Communication comes highly recommended. Your sincerely VUYANI JARANA Page | 18

A WORD OF THANKS We are excited about the prospect of becoming your Public Relations and Communication partner. We are confident that we can play an integral role in helping you achieve your stated objectives. Thank you for affording us this opportunity to present our credentials to you. CONTACT: Africa: Mobile: +27(0) 83 271 5336 99 Stoneridge Drive, Greenstone, 1609, Gauteng, South Africa Europe: Phone: +44(0) 203 834 9528 167-169 Great Portland Street 5th Floor London W1W 5PF United Kingdom Email: [email protected] www.bullionpr.com Page | 19

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