While it may have appeared to be a standard bilateral meeting, it was in fact a reset moment and a reputational salvage effort that placed South Africa’s messaging strategy under a live stress test.
It was also the first real engagement since South Africa’s ambassador was expelled and declared persona non grata.
Until this point, diplomatic doors were closed.
While many in the policy community expected a broader conversation about investment, energy, and global alignment, I think that the priority was simply to get the door open.
In a country context overinflamed by misinformation, reopening the door begins with controlling the story.
The meeting became a high-stakes test of message discipline in the face of provocation, distortion, and power asymmetry.
The US is South Africa’s second-largest trade partner, and access to Agoa underpins billions in exports. With AAgoaup for renewal, South Africa’s eligibility hangs in the balance.
The meeting sought to soften months of rupture, from aid suspension to the expulsion of the ambassador. It was about restoring minimum conditions for engagement.
Countering the "white genocide" narrative was essential. It has distorted South Africa’s global image and driven real-world policy consequences.
President Ramaphosa refused to be baited. The tone was calm, deliberate, and dignified.
The delegation, spanning business, labour, and opposition, stuck to a simple but firm message: “Yes, we have challenges. No, this is not genocide.”
The presence of contrasting political and social actors signalled institutional maturity, diversity of thought, and a country confident enough to show complexity.
The inclusion of golfers, Ernie Els and Retief Goosen, reflected smart personalisation, appealing directly to Trump’s known interests. However, soft power was not fully activated, the golfers weren’t used as narrative assets, and cultural diplomacy was not woven into the wider media strategy.
In the effort to defend national dignity, the message on crime was overstated. It may have bought strategic credibility in Washington, but at a potential cost to inbound travel and perception.
The strategic importance of critical minerals could have been more strongly used to anchor the message: “You need what we have".
South Africa still has no ambassador in Washington, and its Special Envoy, Mcebisi Jonas, was not part of the official meeting, signalling gaps in diplomatic structure and continuity.
Many of the trade strengths that might have sharpened the in-room message were shared after the meeting, during a post-engagement press briefing.
Minister of Trade, Industry and Competition, Parks Tau, outlined key components of a revised trade and investment proposal submitted to the US., including:
While not discussed in the Oval Office, these points reinforce South Africa’s economic relevance and could shape follow-up diplomacy if managed assertively.
Their omission from the core meeting was a missed opportunity to anchor South Africa’s value to US strategic interests.
South Africa didn’t win the room, but it held it, and that in geopolitics matters.
The meeting showed that message discipline under pressure is a strategic asset.
However, to maintain credibility and influence, South Africa must now invest in narrative infrastructure, the systems, skills, and institutions to shape global perception consistently and proactively.
The door has reopened. Now the story must be reclaimed.
Evan-Lee Courie 13 May 2025
