Stainless steel was big news in South Africa recently when Southern Cross announced further extensions to the Middelburg mill which would boost total investment in the project from R127-million to R150-million.
Blanket coverage was given to the news in the daily and national press, financial and trade journals and on radio and television as the media responded enthusiastically to what was seen as a strategically important and exciting development.
The announcement also attracted international interest, notably from the Financial Times of London, and Business Week.
Most reports dealt extensively with the implications of the greatly expanded stainless steel production facilities for the South African economy, while the extent of the coverage given to 3CR12 indicated that the concept of a low-cost, energy-conserving and corrosion resisting steel particularly captured the imagination of the media.
The impact of all this publicity – which was maintained in the media for a full week – was gauged from the extent of the response received from both the general public and from industry.
Summing it up, Southern Cross M.D. John Hall said: “The message that quite clearly impressed many people was that stainless steel is an integral and very important part of our economy, and that we will soon be very well equipped to meet almost all local needs.
“We’ve been impressed with the feedback we received as a result of the publicity, particularly as it is obvious that the image of stainless steel in general – and not just Southern Cross – emerged as the big winner.”