Paralympic year, and the South African Sports Confederation and Olympic Committee (SASCOC) offices are buzzing with activity. SASCOC President Barry Hendricks confirms that over 80 athletes have qualified for the upcoming Games in Paris. Amidst this excitement, there are key figures, often unsung heroes, who work behind the scenes to ensure the smooth operation of Team SA leading up to Paris. One of them is Jessica Choga, the Communications and Media Liaison.
Choga confirms that the ship is in motion, with some qualified athletes continuing preparations while others have until July to work towards qualification: “An Olympic year is exceptionally thrilling at the office, as it marks the pinnacle of our organization’s role. All hands are on deck. The excitement builds up across the country, and being part of the journey is truly amazing.”
Choga pursued an Honours Degree in Journalism and Media Studies, followed by a Post Graduate Diploma in Marketing Management. A trailblazer, she was also one of the lucky few to attend the International Olympic Academy in Olympia, Greece, where she studied a short course in Olympic Studies.
Reflecting on her journey, Choga explains how she ended up at SASCOC: “My journey at SASCOC began with Highbury Safika Media, now known as Habari Media, who were the media company for SASCOC where I served as a Communications Officer based in the SASCOC office. Within a year, SASCOC absorbed me as an employee, marking the start of my role.”
Choga attributes her passion for sport to the universal appeal of the industry, which brings people together regardless of background. Witnessing the dedication and passion of athletes inspired her to contribute to sports administration, despite not being an athlete herself.
Media Officers play an integral role in a team, acting as intermediaries between management, players, coaches, the media, and supporters. Choga provides insight into a day in the life of a SASCOC Media Liaison: “My role extends beyond managing media relations. I organize press conferences, interviews, and prepare written material for communication strategies. Additionally, I oversee the accreditation process for media coverage of major events like the Olympics and Paralympics.”
At the 2020 Olympics, SASCOC sent 177 athletes, and Team SA returned with 1 Gold and 2 Silver medals, a drop from 10 medals at the Rio Olympics where 138 represented SA. Working with athletes must be incredible, as you are surrounded by highly ambitious people who carry the flag on their shoulders with aplomb, inspiring those around them.
Choga speaks fondly of some athletes she’s grown to admire over the years: “Natalie du Toit and Caster Semenya are among the female athletes I admire for their legacies both in and outside of sports.”
She finds joy in marketing events that enhance the Team SA brand and contribute to the preparation of athletes for global competitions. Attending the Olympic Games has been a highlight for her, as witnessing global talent under one roof is priceless.
In recent years, there’s been growing interest in covering women in sport. Choga believes that creating dedicated segments or channels specifically for women’s achievements can help bridge the gap in media coverage compared to male counterparts.
Looking ahead to the global extravaganza in Paris, she adds: “We can improve by profiling female athletes through storytelling, showcasing their resilience and societal contributions alongside their sporting achievements.”
As we eagerly await the final announcement of athletes going to the Olympic and Paralympic Games, Choga shares her wishes for Team SA: “I hope Team SA excels at the Olympic and Paralympic Games, showcasing their best performances and representing our country with pride.”
For young ladies aspiring to work in Communications for organisations like SASCOC, she emphasises the importance of embracing passion, enthusiasm, and a thirst for learning. Seeking mentorship from experienced professionals can also be invaluable.
For Choga, the sky is the limit: “My big dream as a communications and marketing specialist for the Olympic Committee is to leverage my skills and passion to contribute to the global success and positive impact of sports.”
Photo Caption: The Paris Olympics is fast approaching, with the Paralympic Games following soon after. As Team SA prepares for the extravaganza, Lonwabo Nkohla highlights an integral part of the operations at SASCOC: the role of Media Liaison Jessica Choga. All photos: Supplied
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