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COMMUNICATION STRATEGY FOR FIREARMS CONTROL LEGISLATION

COMMUNICATION STRATEGY FOR FIREARMS CONTROL LEGISLATION. BACKGROUND. The Firearms Control Act, 2000 (Act No. 60 of 2000) and regulations were fully implemented on 1 July 2004. The implementation of the FCA dominated the media scene as far as it concerns the SAPS as from 22 June 2004.

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COMMUNICATION STRATEGY FOR FIREARMS CONTROL LEGISLATION

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  1. COMMUNICATION STRATEGY FOR FIREARMS CONTROL LEGISLATION

  2. BACKGROUND • The Firearms Control Act, 2000 (Act No. 60 of 2000) and regulations were fully implemented on 1 July 2004. • The implementation of the FCA dominated the media scene as far as it concerns the SAPS as from 22 June 2004. • The main areas of concern were: • Licensing requirements as of 1 July 2004 and on how many ammunition a person may have. • Fears that the Security industry would face disarmament. • Firearm dealers thought that they would have to close down. • International hunting groups and game farmers did not know what their positions were. • SAPS perceived not to be ready for implementation. • Affordability of owning firearms.

  3. OBJECTIVES • To encourage support for Firearms Control legislation • To maximize communication to licenced firearm owners • To create awareness on the provisions of the Firearms Control legislation • To educate communities on the content of the Firearms Control legislation • To address negative perceptions regarding the Firearms Control legislation • To create positive, sustainable publicity in support of the Firearms Control legislation

  4. COMMUNICATION CHALLENGES • Communicating without delay to internal and external audiences. • Ensuring that all stakeholders receive the message. • Ensuring that all stakeholders understand the message. • Providing information that leads to action. • Ensuring correct interpretation of facts in the media. • Credible portrayal of advantages of implementation for SA public. • Using media events as part of a well-managed communication strategy. • Sustained communication that keeps stakeholders constantly informed – when the five-year period of phased-in licensing has been completed, renewal of the initially issued competency certificates will have to follow.

  5. PHASED COMMUNICATIONMESSAGES AND THEMES • Phase 1 • INTERNAL COMMUNICATION AND INTERDEPARTMENTAL COMMUNICATION July - October 2004 • Communication to the SAPS internal audience will precede external communication. • It will focus on the purpose of the Act • Interdepartmental communication to inform other government departments and parastatals about the implementation of the act.

  6. PHASED COMMUNICATIONMESSAGES AND THEMES • Phase 2 • AFTER THE INITIAL ANNOUNCEMENT - July to December 2004 • Communication by Communication and Liaison Services will focus on the general public and individual firearms owners. • Communication to the industry will be dealt with by the Firearms Control Register. • CORE MESSAGE 1: Purpose of the legislation • CORE MESSAGE 2: Inherited firearms • CORE MESSAGE 3: Voluntary surrendering of firearms • CORE MESSAGE 4: Firearm training • CORE MESSAGE 5: Responsible firearm ownership • CORE MESSAGE 6: Unfit Declarations - November to December 2004

  7. PHASED COMMUNICATIONMESSAGES AND THEMES • Phase 3 • RENEWAL OF LICENCES - January to December 2005 and beyond • During this phase communication will focus on: • Schedule of implementation • The process itself – what is needed and where services are rendered • Proficiency and competency certification • Licensing process • Costs involved • Communication will be cyclical to reach target audiences according to the renewal schedule

  8. PHASED COMMUNICATIONMESSAGES AND THEMES • Phase 4 • POSITIVE IMPLICATIONS AND FEEDBACK ON PROGRESS – After first renewals, April 2006 and sporadic thereafter • During this phase communication will focus on what has been achieved to date, reinforcing positive messaging as well as: • Thanking people for complying • Supporting the process of renewal

  9. PHASED COMMUNICATIONMESSAGES AND THEMES • Phase 5 • STARTING THE PROCESS OF RENEWAL OF COMPETENCY CERTIFICATES and LICENCES -2008 • During this phase communication will focus on citizens who have licences and that have to renew their competency certificates as part of the 5 year cycle.

  10. MESSENGERS • The lead division in the SAPS is Crime Prevention. • Communication and Liaison Services at national, provincial, area and station level will render support. • DFO’s will play an important communication role in their direct dealings with the public • SAPS members • Community Police Forums and other community structures • The public through the word-of-mouth

  11. AUDIENCE • SAPS officials • DFO’s (via group e-mail) • JCPS Cluster Departments • Other Government Departments • General public • The media • Groupings stipulated in the Act

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