JOHANNESBURG (AFP) - Speaking at a National Communication Partnership (NCP) conference here Stofile said that the major challenge for Africa was channelling the benefits of such a major event once the final whistle had been blown.

"The staging of the World Cup promises to leave behind a legacy of undoing the historical marginalisation of Africa from the mainstream of world football and of the economic spin-offs that flow from it," said Stofile.

"This would need a correct strategic approach to planning and preparing for the event... bring as many people as possible on board from Africa and the diaspora, and from the world to work together in organising the best tournament on the continent that will leave a lasting legacy.

"Communicators should strive to speak with one and coherent voice, informed by our governments' common goal of building a better Africa. Nobody is going to project Africa better than us," he said.

Makhenkhesi Stofile
© AFP/KCNA-KNS/File

At the two-day conference under the theme: "Africa's Time Has Come", attended by commmunication experts from Africa and abroad, delegates called for the World Cup to be used to create a positive image for the continent.

"We need to take advantage of the opportunity to create a positive image of our continent to the world. The World Cup in Africa is more than just soccer alone. It is also about growth and development of our continent," said Nkenke Kekana, chairperson of 2010 NCP.

Some parts of the world's poorest continent have been ravaged by wars, famine, and AIDS, while South African President Thabo Mbeki has bemoaned "negative type-casting" of the continent by international media.

While recognising the biggest challenge of turning around the tainted image created over many years, conference participants said there was a need to start by working together in taking ownership of the Africa story.

The delegates resolved to use the NCP to exchange ideas and suggestions on how to define the continent's image and reputation in the world.

Kekana said: "We want to propagate a common vision and objectives for communication and leverage the event as a means to strengthen Africa's capacity to market itself internationally, and reinforce communication on 2010-related developments at country and continental level."

Tim Modise, spokesperson for the 2010 Local Organising Committee, said the idea was not to "twist" the truth about Africa, but "the way the story is being told".

"It is not like we are going to do away with typical problems that we know are there, but to show the world that there is more to Africa than what people are used to," he told AFP.