Government Relations Master Class “Working with Government” 20 May 2010

1. Government Relations Master Class “Working with Government” 20 May 2010 Gauteng Department of Local Government and Housing Presenter: Themba Sepotokele

2. Contents • Objectives • Background • Government Programme of Action/ Priorities • Communication Structure • A framework for a Media and Communication Strategy • Content, Messages and Timing • Media Policy versus Communication Strategy • Handling The Media • Platforms/ Channels of Communication • Messengers • Audience/Stakeholders • Communication Environment • Service Delivery Protests • Public Perception on the Gauteng Provincial Government • About the Presenter

3. Objectives • This presentation aims to share with the business sector the process of government communication • To sensitize business about the communication environment • It seeks to strengthen communication with the business sector • Promote integrated communication in Gauteng, provincially and locally line with the Gauteng City Region perspective

4. Background • SA Constitution and the Bill of Rights • Right of access to information • Freedom of the Media (Pres Freedom) • Freedom of association • Imperative for Govt to communicate with the public: • Information required • Public to be active agents for improving their lives • Profiling how government works, who the leaders are, • how society/communities get involved

5. Background • Current system of government communications • Derived from Comtask 1998 • Vision of comprehensive government-wide systemof government communications • Implementation at a national and provincial level but • Need for more effective implementation at local government level • Better coordination and alignmentacross national, provincial and local government

6. Government POA Following the 2009 Election Exco adopted these priorities: • Creating decent work and building a growing, inclusive economy • Promoting quality education and skills development • Better health care for all • Stimulating rural development and food security • Intensifying the fight against crime and corruption • Building cohesive and sustainable communities • Strengthening the developmental State

7. Communication Structure • Communication should be located in the political office but report administratively to the DDG, HOD or MM • An ideal communication structure in a government should comprise the following: • Head of Communication • Media Liaison Officer (Spokesperson) • Communication strategy and programme • Media liaison systems and services • Govt marketing, media and information vehicles • Development communication and outreach • Internal communications • Branding and marketing

8. Framework of a Communication Strategy • Background • Communication environment • Media environment • Objectives and positioning • Key messages and themes • Communication programme/ Nodal strategic events • Strategic priorities • Target Audience • Messengers

9. Messaging Content and Timing • Be clear and concise about the message • Don’t send mixed messages as they confuse the audience • The content of the message should be clearly articulated • It is important to articulate a the right message at the right time to the right audience • Develop marketing campaign to support the message • Define and categorise your audience • Identify relevant channels and platforms of communication • One size fits one all approach doesn’t work

10. Media Policy vs Communication Strategy • Guides serves as a guide for government, municipalities, institutions, parastatals and organisation about who are the key spokespeople and how do they have to conduct themselves with matters related to communication • No one except the designated should speak to the media • The policy is aimed at centralising communication and disbursing coherent and integrated message • Communication strategy is aimed at coordinating core messages for the year and subsidiary. • To communicate programme of action based on the strategic priorities

11. Handling the Media • Handling the media can offer rich rewards, but can also be risky (It is about reputation) • Develop a communication strategy and media policy, including media protocols, roles and responsibilities • Be accessible and be available • Provide timeous and accurate information • Collect, collate, verify and sign-off information before disseminating to the media • Manage the message and remember the media can built or destroy an individual or organisation • DON’T LIE!!! • Recently we have witnessed two incidents on how not to handle the media: • The infamous tjatarag debacle! • Don’t touch me on my studio circus!

12. Platforms of Communication • Opening of the legislature • Budget Speeches • Izimbizo (Government Outreach Programes) • Council meetings • Stakeholder engagements • IDP engagements • Media briefings, interviews • Media networking sessions and media tours • Visit to various media houses • Mainstream Media (TV, radio and newspapers) • Community Media (community newspapers and radio)

13. Messengers • Premier • Members of the Executive Council (MEC’s) • Mayors and Councillors • MMCs • Ward Councillors, • HODs • Provincial Spokesperson • Departmental Spokespersons • Chairpersons of various Steering Committees • CDWs, CLOs, Health Care Workers, etc • Gauteng Civil Servants

14. Audience and Stakeholders • All Gauteng residents • Political Parties • Organized labour • Business • FBOs • NGOs • Ratepayers Association • Ward Committees, CPFs, SGBs etc • National Departments, Municipalities Salga, EDI, Eskom, MDB etc • Professional bodies BUSA, SAICA, SAICE, LG-Seta, LGBN, Cities Network etc

15. Communication Environment • Gauteng is a media hub • The only province with three metros • Service Delivery Protests • Labour Disputes (Cosatu affiliates - SAMWU, SADTU and SATAWU ) • Buoyant mood about the World Cup Soccer (Soccer Friday, Fly-the-Flag Campaign) • 2011 Local Government Elections • Outcome of the ANC-Gauteng Elections • Political Parties contestation and internal fighting • Introduction of BRT and attacks on the passengers • Urbanisation and Migration

16. Service Delivery Protests • A total of 71 SDP were reported in Gauteng in the media for the period (May 2009 – March 2010) • Most of the protest were about lack of houses, water, electricity and alleged corruption • Some of the protests have been violent and attracted media coverage as they resulted in the damage of property, endangered people’s • Most happened in areas where there developments going on – such as roads, stormwater, etc.

17. Public’s Perception on Government • Government falling to keep promises in the provision of houses, electricity, water • Failure to provide updates on progress in development • No response to memorandum of grievances • Forced removals without arrangements for alternative accommodation • Government not doing enough to deal with corrupt councillors • Government not prioritising the poor, but spending millions on the World Cup infrastructure

18. About the presenter • Themba Sepotokele is currently the Head of Communications and Media in the Gauteng Department of Local Government and Housing • He previously worked as a spokesperson and speech writer for the former Gauteng Local Government MEC • He is a former journalist with The Star and Sowetan • He is a former member of the now defunct FBJ • Former regional secretary general of MWASA-Gauteng • He is a media trainer attached to the Sol Plaatje Institute for Media Leadership at Rhodes University in Grahamnstown • Contacts Details • : 011 355 5111/ 082 490 9869 or 082 828 7920 • E.mail: themba.sepotokele@gauteng.gov.za/ themba.sepotokele@gmail.com

19. MEDIA BRIEFING FORMER LOCAL GOVERNMENT MEC QEDANI MAHLAGU, THEMBA SEPOTOKELE AND GAUTENG MAYORS DURING A CONFERENCE IN 2008

20. THANK YOU • KUYASHESHWA