COMMUNICATORS’ HANDBOOK 1 page PAGE TO THE CITIZENS, READY TO SERVE’ manual 25 strategy – a process in outlineof Communication Imbizo 10 Addresses and media contacts 69 PrefaceIntroductionGovernment communication in context 3.1 The national communication environmentThe Government Communicators’ Toolkit4.14.2 Government communication as a co-ordinated function4.3 Government communication strategy Generic framework for developing a communication 4.4 6 4.5 Politics and a government communicator4.6 Understanding government policy 5 4.7 Governmentscanning communication and environmental Generic Key Performance Areas for Heads 5 16 6 9 13 2 4 23 16 6.7. Development Communication8. at local government a communication system Towards 8.6 Marketing and advertising8.7 Managing the Corporate Identity of the Government Campaign management 56 Editorial Style Guide 66 Checklists for various forms of writingUsing plain languagePrinciples of English grammar 40 useful A – Z guideYour 62 ListWord 68 94 90 101 99 109 121 ’INCREASING THE CAPACITY OF THE STATE TO MEET ITS OBLIGATIONS ITS OBLIGATIONS TO MEET OF THE STATE ’INCREASING THE CAPACITY 6 1 2 3 4 5 4 1 2 3 CONTENTS 52255 Style guide backup 1/28/05 10:06 AM Page 1 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage2 page COMMUNICATORS’ HANDBOOK 2 government communication.Thecapacitytocommunicatewithonevoiceis government Strategy andplanningarekeyelementsforeffective,integrated andco-ordinated and mediaplacement. broadcast production;contentdevelopmentand distributionchannels management; aprofessional,effectiveandcreativecommunication service; encourage mediadiversity, resource communicationandinformation This includes,amongothers,promotingpoliciesandmechanisms which communication. government approach toshapetheintegration,co-ordinationandimprovementof TheestablishmentoftheGCISushered inanew communication service. respect toprovidingaprofessional,effectiveandefficientgovernment In theFirstDecadeofDemocracywehavewitnessedmanypositivechangeswith and managingthecorporateidentityofgovernment. policy,Communication, understandingofgovernment marketingandadvertising, (GCS), medialiaisonandmanagement,campaignDevelopment CommunicationStrategy guidelines includeamongothers,theGovernment communication.These guidelines andareferencetoolaboutgovernment communicatorwithsimple This HandbookseekstoprovidetheGovernment environment. communicationsysteminarapidlychangingworking in theoverallGovernment Handbook entrench thenewethosandapproach‘.ThisG Communications(GCIS),to communication willbepublishedbyGovernment Cabinet decidedinSeptember2000that’ahandbookongovernment is acriticalandchallengingperiodofgreatlearning. delivery.strategic elementofservice Becausethischallengeisnewtoallofus,it communicatortoviewcommunicationasa This paradigmcompelsagovernment human development. building ournewdemocraticState,basedontherespectofhumanrightsand in memberofsocietytoparticipate – acommitmenttocreatespaceforevery democratic breakthroughof1994signalledgovernment’s commitmenttosociety communicators.The communicationsystemandgovernment to theGovernment The newpoliticaldispensationhasposednumerouschallengesandopportunities 1 is designed to assist government communicatorstolocatethemselves is designedtoassistgovernment PREFACE overnment Communicators’ COMMUNICATORS’ HANDBOOK 3 page promoted by such practices as Pre-Cabinet Meetings, Governmentpromoted by such practices Forum, (GCF), Media Liaison Officers’ (MLO) Communicators’ Forum around Post-Cabinet Briefings and joint communication Communication Clusters, undertakenprogrammes and campaigns collectively by Ministries. there are still a number of challenges for government communicators However, and the country is to infuse in government an at large. The central challenge appreciation of government as a strategic element of service communication with information Related to this is the challenge of providing the public delivery. conscious participantsthat enables people to become active and in the complex process of social transformation. is the commitment to intensify direct Key to the achievement of these objectives public and professionalising all aspects and unmediated communication with the and implementation, sharpening of our operations with an emphasis on planning media response mechanisms, and nurturing between the media the relationship and government. value and furtherIt is hoped that this Handbook will add equip government knowledge to broadly locate themselves communicators with requisite skills and in the entire Government system. communication 52255 Style guide backup 1/28/05 10:06 AM Page 3 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage4 page COMMUNICATORS’ HANDBOOK 4 and the National Coat of Arms CorporateIdentityGuidelines. and theNationalCoatofArms organisations. Thereisalsoalistofrelevantwebsites,aneditorialStyleGuide The lastsectionoftheHandbookcontainsnamesandaddressesmedia communicator.government TheToolkit iscomplementedbyrelevantdocuments. objective, providespracticalguidelinesrelatingtothechallengesfacinga Communicators’ToolkitThe Government withintheHandbookalso,asitsmain communication. ordinating government ofthecommunicationsystemandroleGCISinco- an overview communicationinSouthAfricatakesplace.Itprovides within whichgovernment The Handbookcoversthehistory, theparadigmandpoliticalframework communicationareas. challenges whichcutsacrossallgovernment sufficient flexibilitytoprovidethecommunicatorwithaone-stop-shopreference practical guidelinesandquickreferencerelevanttotheirwork.Itiswrittenwith communicationsystem, ofthegovernment communicators withanoverview This 2 oenetCmuiaos Handbook Government Communicators’ INTRODUCTION provides government COMMUNICATORS’ HANDBOOK 5 page governmentever- communicators in an Therefore, it changing environment. becomes necessary for government communicators to regularly assess the communication environment and identify communication challenges that need to be addressed in order to communicate a coherent and cohesive message to the public. Communicating the Programme of Action requires government communicators to have a firm grasp of government and priorities and policies of progress on problems in implementation. This includes an objective analysis and understanding of research, media reports and pace commentary around the quality, and comprehensiveness of service attitudes delivery people’s which shape and perceptions regarding commitment to improve government’s their lives and its capacity to do so. It is critical for a government communicator to understand that the environment is not static. Therefore, it is important for every communicator to assess the social, economic and political environment periodically. Government communication in the current political dispensation operates within the constitutional and political framework. GOVERNMENT COMMUNICATION IN CONTEXT environment 3 3.1. The national communication Programme of Action for Government’s each year is outlined in the President’s State of the Nation Address and the Budget Speech by the Minister of Finance. They define the government’s priorities that inform Government communication. The imperatives create communication implications, opportunities and challenges for The current approach to governmentThe current approach its cue from the communication takes of freedom of constitutional imperative information the objectives of and making a visible shift from the Apartheiddemocratic State to a truly State. The free flow of information, open dialogue, openness and and media freedom are accountability, all fundamental tenets of a thriving democracy. This requires government to maintain continued interaction with the citizenry. This communication promotes an informedappropriate response to and to enable all needs in order people’s South Africans to become active and conscious participants in social transformation. It ensures that government to the needs of is sensitive the people. 52255 Style guide backup 1/28/05 10:06 AM Page 5 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage6 page COMMUNICATORS’ HANDBOOK 6 government communicatorstoshare government of eventsdesignedtoenable asacalendar Extranet, whichserves Amongtheseisthe government. and planthecommunicationworkof has putinplacesystemstoco-ordinate inMay1998,theGCIS Since itsbirth streamlined andstructuredfordelivery. is comprehensive,integrated, the mandatetointroduceasystemthat be co-ordinated.TheGCISwasgiven would communication andinformation within whichallgovernment established theGCISasastructure recommendations, government As aresultofComtask’s findingsand campaigns’. information messaging andadequateplanningof lacks centralco-ordinationof ofitsfindingsthat’government as part communication,revealed government make recommendationsabout Cabinet in1995toinvestigateand (Comtask) thatwassetupbythe The CommunicationTask Team 4.1. Government functions. guidance onhowtoapproachcertain relating totheirworkandprovides them. Itoutlinesthepolicypositions with differentfunctionsexpectedof communicators mechanismsfordealing Toolkit shareswithgovernment Communicators’ The Government 4 co-ordinated function communication asa TOOLKIT COMMUNICATORS’ THE GOVERNMENT developed onthebasisofconcrete communication programmestobe Clusters andtherebyallowfor in thesamemannerasCabinet Communication Clustersaredesigned communication programmes.These collectively implementgovernment communicators tojointlyplanand forgovernment provide aplatform In addition,CommunicationClusters delivery. commitment toaccelerateservice planning tofulfiltheGovernment’s substantive discussionsandjoint through sectors ofgovernment acrossallspheresand opportunities and identifycommunication communicatorstoplan government for the GCIS,providesaplatform by Forum, whichisconvenedquarterly Communicators’ The Government communication ingovernment. and strategisingaround designed toensurecollectiveplanning national, provincialandlocallevel, communicatorsat for government Additional tothisisaseriesofforums agenda. government more proactiveinsettingthe and approachestaken,tobe isreleased within whichinformation more sensitivetotheenvironment forbilateralwork,to be departments createdbyother the opportunities communicators totakeadvantageof programmes. Thissystemenables their plansforpublicactivitiesand COMMUNICATORS’ HANDBOOK 7 page Bua and LIAISON AND LOCAL PROVINCIAL Online, Post- Bua Briefs PROJECT DESK CATION SERVICE AGENCY COMMUNI- BuaNews , including to communicators. (G&ML) co-ordinates and facilitates the development and implementation of communication strategies. It manages and strengthens the relationship between government and the media, and convenes all the co- ordination forums aimed at promoting the integration of government communication. G&ML is responsible for the overall • Government and Media Liaison Cabinet Briefings, help Parliamentary Weeks Briefing enhance co-ordinated communication of government messages and information. The position adopted by Cabinet on all The position adopted are matters of public interest through the communicated not only after each regular statements issued also disseminated Cabinet meeting but through by GCIS more widely Briefs Communication Clusters, Accordingly, the GCF, LIAISON Services AND MEDIA Centralised GOVERNMENT CHIEF DIRECTORATES CEO The Structure of the GCIS SECRETARIAT RESEARCH Content POLICY AND DCEO DCEO Strategy and Management Online is an electronic SERVICES Tel: (012) 314 2402. Tel: the human resource needs of the organisation. This section is responsibe for the overall leadership and management of the activities, personnel and budget of the two Directorates: Human Services, Resources and Training and the Subdirectorates: Internal Communication, Human Resource Management, and Information Centre. CORPORATE • Corporate Services is in charge of plans that emanate from the Cabinet. plans that emanate BuaNews government that provides publication covering stories on a daily basis activities of government and other mainly community sectors of society to media across the country. Officer of the The Chief Executive GCIS sits in Cabinet and conducts Post-Cabinet Briefings to communicate the decisions taken by the Government on a number of policy matters. 52255 Style guide backup 1/28/05 10:06 AM Page 7 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage8 page COMMUNICATORS’ HANDBOOK 8 PolicyandResearchisresponsible • TheCommunicationService • Parliamentary ResourceCentre. Parliamentary Officeand Parliamentary Communication Centre, BuaNews Online Liaison, andNewsService andMedia Liaison, International the threeDirectorates:National activities, personnelandbudgetof leadership andmanagementofthe and Research. Directorates: PolicyDevelopment personnel andbudgetofthetwo management oftheactivities, overall leadershipand request. Itisresponsibleforthe on departments government communication needsofother also facilitatesresearchintothe operates.Thissection government environment withinwhich as researchintothecommunication communication perspectiveaswell policyfroma government for analysingtheimpactof Advertising andDistribution (MAD), Advertising Product Development,Marketing, Directorates: ContentDevelopment, personnel andbudgetofthethree management oftheactivities, the overallleadershipand GCIS. TheCSAisresponsiblefor photography andradiounitsofthe and managingthevideo, marketing spaceforgovernment; and bulk-buying ofadvertising products;co-ordinating information production ofgovernment content developmentand Agency (CSA)isresponsibleforthe Tel: (012)3142108. Tel: (012)3142176. , aswellthe Provincial andLocalLiaison(PLL)is • TheGCISProjectDeskassists • Support Services. Services. Support as welltheSubdirectorate: co-ordinated throughPLL. district-based GCISofficesarealso (LLIM). Thenineregionaland85 Management and Information Development, andLocalLiaison Administration, Institutional the threeDirectorates:PLL activities, personnelandbudgetof leadership andmanagementofthe is responsiblefortheoverall areas.PLL rural andunder-serviced are beingrolledoutinespecially Community Centres(MPCCs),that establishment ofMulti-Purpose isthroughthe services and such usefulinformation leading approachesinproviding promote development.Oneofthe Africa tobettertheirlivesand tocitizensofSouth and services information providing government Communication workaimedat and facilitationofallDevelopment responsible fortheco-ordination communication. assistance relatetostrategisingfor of theGCIS.Theserequestsfor onbehalf departments government requests forassistancefromother communication projects/campaigns receives andprocessescross-cutting with theimperativesofGCP. It and constitutesprojectteamsinline Communication Programme(GCP) develops aGovernment specific campaignsandevents.It with departments government Tel: (012)3142297. Tel: (012)3142426. Tel: (012)3142293. COMMUNICATORS’ HANDBOOK 9 page Monitoring, and evaluation implementation Cluster finalised strategies Communication strategies finalise their Departments communication strategy GCIS finalises communication Action Tel: (012) 314 2187. Tel: management of the activities, management of the of the four personnel and budget and subprogrammes: Network Server Support; Support Regional Systems and Training; Development, and Electronic Information Resources. Programme of Programme the broad programme and strategic priorities of government. The President announces the Government’s Programme of Action in the SoNA at the beginning of each calendar year. On the basis of this Programme, the GCIS finalises the GCS. At this point, the GCIS then presents the GCS to the GCF with the central government message, which then guides the work of a government communicator for that particular year. Heads of Communication (HoCs) are expected to submit to the GCIS, President State of the Nation Address: Cabinet Lekgotla deliberates on Presidency Collection of departmental reports by The GCS Cycle Lekgotla . Technology is responsible for the Technology utilisation of efficient and effective information and information in the technology by the GCIS its functions. execution by GCIS of for the The section is responsible overall leadership and 4.2. Government Communication Strategy (GCS) 4.2. Government Communication The GCS sets the framework for government communication each year. serious account of their key Taking programmes, departments are expected to follow this framework in determining their communication strategies and plans. The GCIS is mandated to monitor progress in the implementation of the GCS. the end of each calendar Towards departmental reports are year, consolidated for an input into the Lekgotla The Cabinet • Information Management and 52255 Style guide backup 1/28/05 10:06 AM Page 9 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage10 page COMMUNICATORS’ HANDBOOK 10 These stepsaretheelementsof needs hardworkandlotsofthought. process thatyieldsautomaticresults.It nine steps.Butthisisnotamechanical in for communication.Itisformulated GCIS’ ownexperienceinstrategising process thathasemergedoutofthe this challenge.Whatfollowsisa There aremanywaysofapproaching The strategisingprocess that promotesourobjectives. into aconcreteProgrammeofAction communication, translatingourideas In otherwords,wemuststrategisefor reached. are thinking,andhowtheybest toreach,whatthey who wearetrying environment weareworkingin,of byanunderstandingofthe informed message. Ouractionsmustbe shared purposeandclarityof We must, therefore,speakwitha noise thatfewwillhear. will intheendjustmakeanindistinct common messageandsinglepurpose A thousandvoicesspeakingwithouta communication? Why strategisefor Genericframeworkfor 4.3. weeks ofCabinetapproval. line withtheoverallGCSwithintwo and programmesthataredevelopedin communicationstrategies departmental – aprocess inoutline communication strategy developing a communicate. Itshoulddealwithissues environment inwhichyouchooseto This willdefinetheterrainand Environment • change aperception,etc. programme, about adepartmental reassure people,receivefeedback of thecampaign.Itmaybetoeducate, Clarify intendedoutcomesandpurpose • Objectives that weareontherighttrack. the communicationstrategytoensure Outlines whathasledtotheneedfor Background • Strategy DocumentandActionPlan. and Processes,Communication Communication Programme;Structures Types ofEvent;APhased Messengers; AudiencesandChannels; Challenges; MessagesandThemes; Environment; Communication elements: Background;Objectives; process entailsthefollowingcore The communicationstrategising want tosay. also needtocorrectlydefinewhatwe the restwillbeoflittleornovalue.We our objectiveorgetitwrong,thenall objectives butifweareunclearabout Strategising isabouthowtoachieve not beundermined. Message –toensurethatourworkwill two elements–Objectiveand early on,togivecriticalattention But thereisalogicalorder. We need, andisinterlinked. critical importance and implementingit.Eachstepisof developing strategyforcommunication COMMUNICATORS’ HANDBOOK 11 page A people united to build a Channels Programme Document and Action Plan Government’s core message for the Government’s instance, the 2004/05 For year. message is: Africa and a better world. better South core message is The Government’s particularly important because it message communicates the central in the GCS. adopted by the Cabinet • Messengers, audience and A campaign should always have its own voice. Who speaks for it? To whom? And in what ways? Through which channels? • Phased communication There are two parts here: phasing of a campaign and the broad outline of a communication programme. rarely is there just one stage to a Very campaign. One may move from a first phase of education and awareness, to a second of mobilising for action. Each phase has its different needs and challenges. • Structures and processes Implementing the communication strategy requires consultation with various structures. It has to be well articulatedwho the partners in the programme are and what their role will be. • Communication Strategy A well-written Communication Strategy like the public mood, the media like the public mood, agenda, concernsand attitudes of varying sectors and forces, potential for improving the communication environment, etc. the It is critical to understand implementing the environment before In fact, the communication strategy. exercise of scanning the environment contributes greatly to the effective development of a communication programme. Such a scan may require a number of areas not clearly understood by the public and therefore needs further research. • challenges Communication Having considered broad objectives in the context of a defined environment will lead you to identify specific communication challenges which have to be met successfully in order to achieve the objectives. Once challenges are clarified, it will be possible to know exactly what it is we must communicate and how that should be done. • Messages and themes It is critical to indicate the themes and concepts that are associated with the communication effort being undertaken. A distinction can be drawn between core themes and sub- themes. it Once this has been done effectively, will be possible to formulate a core message. When adopting a core message it is critical to integrate it with the 52255 Style guide backup 1/28/05 10:06 AM Page 11 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage12 page COMMUNICATORS’ HANDBOOK 12 serve asaninstrumentofstrategic serve budgets, andsoon.Thiswillalso specific targetsandobjectivesare, programme; whoistodoit;whatits be doneforeacheventinthe Plan thatspellsoutindetailwhatisto from strategisingrequiresanAction To putintopractice theideasresulting the coremessageandthemes. strategising session,crisplyarticulating presentation ofthethinkingbehind series ofbullet-pointsbutasalogical understood andpersuasive,notasa thatiseasily well-written inaform It needstobeclearandconcise, campaign ontrack. the mostcriticalmeansforkeeping communication ismeasured,andalso which thesuccessorfailureof future action,thestandardagainst The documentwillbetheguideforall good campaign. Document isacriticalinstrumentfor Phase 3: Phase 2: Phase 1: An exampleofatableformattodevelopanActionPlanforcommunication strategy lmn/ak aeRsosblt Remarks Responsibility Date Element/Tasks Amedialiaisonstrategyconsisting • for example: plansneeded, identify othersupporting oftheActionPlan isto A criticalpart (seeexamplebelow). table format An ActionPlanisbestsetoutina make suretheobjectivesaremet. management andco-ordinationto Challenges andMessage. related totheObjective, for apositioningstrategysomething duration.Thereisaneed long term to andhaveamediumterm inform, objectives aretoeducateand especially forcampaignswhose use bycommunicatorsandwriters, Answers, shouldbedevelopedfor Asked Questions(FAQs) and key messages,andFrequently Most importantly, astatementof to betargeted,opinionpieces,etc. press briefings,media/journalists of adetailedplaninterviews, COMMUNICATORS’ HANDBOOK 13 page fundamental principles; telling the truth, fundamental principles; of the White giving citizens a sense the President. House, and protecting he understood Like all communicators his job was the that the complexity of fact that every he uttered was syllable agencies. In the transcribed by news every communicator same manner, must learn the skill of never to compromise the truth, but tiptoe up to the line separating flackery from falsehood without crossing it.' (Kurtz, H: Spin Cycle: 1998) If there is one area of governance which fully represents the political and administrative interfacedilemmas, and it is the task of communication. The communicator straddles the delicate and precarious balance of political and administrative operations, harmonises the varying emphasis of these two Siamese fraternities to emerge with messages which reflect their unity of purpose. It is usually a government communicator who must deal with packaging messages in a manner which harmonises the administrative and political arms of government. This difficulty of the administrative and political interface is represented by individual Ministers on the one hand, and the Departmental Heads on the other. the communicator is likely to Indirectly, be embroiled in party political expressions as he/she communicates policy positions most of which, if not all, are associated with a ruling party. In this way a government communicator stands in conflict with opposition parties. It is this political trajectory that poses a great challenge for a government communicator. government communicator detailed plan on how the various detailed plan on how products/services will be identified target disseminated to the audiences. • strategy citing a A distribution 4.4. Politics and a the dilemmas of Case Study: Take former United States Mike McCurry, 'He spin-doctor. President Bill Clinton’s had a masterful tact, a profound understanding of the ebb and flow of the fungible commodity called news. He would deflect questions with artistic the messes into ease, sugar-coating which the Clintonites most often found themselves. While he at times relied on sometimes deceiving and scolding some reporters never as a tactic, he lost sight of the need to establish relations with them. He understood one thing, that many of the messages relating to issues from policy to scandals about campaign fundraising, reporters formed of mediators the core of messages that would flow from the White House. His changing tactics were always based on an understanding of where Americans If there were in relation to each story. was fatigue on the side of the citizenry in regard to the campaign funding story for instance, he would adopt a hard line to those reporting. But his job entailed a persistent dilemma, as he stood squarely at the intersection of news and propaganda, in the white- hot glare of the media spotlight, the buffer between self-serving administration officials and a cynical pack of reporters. At all times he was guided by what he believed were his 52255 Style guide backup 1/28/05 10:06 AM Page 13 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage14 page COMMUNICATORS’ HANDBOOK 14 testing timeforgovernment The periodofelectionsisusuallya 4.4.1. Guidelineson elections. communicatorsduring government guidelines regardingtheconductof following isanabridgedversionof administrative-political meltingpot.The messages emergingfromthe administrationwith government embodiment ofpoliticsand communication tendstobean It mustalsobenotedthat regulations. the publicservice and professionalismasencapsulatedin whose operationalcodeisimpartiality communicators arepublicservants, political innature.Butgovernment communication whichmayseemparty who wantthemtoplayrolesof dilemma, withpoliticalrepresentatives communicators findthemselvesina More oftenthannot,government an electionperiod communication during government remain relevant.Theyaremeantto electionsin2000 the localgovernment The Guidelinesalsoadoptedduring 28 April1999. of others.ItadoptedtheGuidelineson andtothedisadvantage political party a waythatistotheadvantageofone duringelectionperiods‘in information dissemination ofgovernment toregulateagainstthe be formulated decided onapossible’frameworkto On 31March1999,theCabinet electionperiod. formal communicationduringthe government the GCISdevelopedGuidelineson Prior tothe1999nationalelections, intheelectoralcontest. participants way thatadvantagesordisadvantages structures andofficialsdonotactina communication that government attentionispaidtoensuring particular that, duringanelectionperiod, practiceinmostdemocracies normal communication.Itis government politicalcommunicationand party them toidentifythefinelinebetween communicators becauseitrequires COMMUNICATORS’ HANDBOOK 15 page public servants. other Ministers, contractual political representatives, in role-playing workers and employees posts in government are regulated by the Ministerial Handbook. 4.4.3. Public Service Act, 1994 In terms Service of the Public Act, 1994 (Act 103 of 1994), public servants from acting in are prohibited a manner that is intended to promote In or prejudice any political party. Section 36 (c) of the Act particular, reads: ‘an officer or employee may not draw up or publish any writing or deliver a public speech to promote or prejudice the interests of any political party.’ According to Section 20 (g) of the Act, other than a member of the ’an officer, services or a member or an educator of the National Intelligence Services, shall be guilty of misconduct and may be dealt with in accordance with public service regulations if he or she makes use of his or her position in the public service to promote or to prejudice the interests of any political This includes the use of party.’ government resources. During an election period, these and other provisions of the Act continue to apply to all public servants. Communication agencies and components of government and their employees have to exercise special care to ensure that their media products, statements and public events do not promote or prejudice any political party. BuaNews assist government communicators and servantsother relevant public in determining the specific parameters conduct their within which they should period. work during an election 4.4.2. Scope of application Electoral According to the Independent Commission (IEC), an election period is the period during which the IEC's Code of Conduct and the Independent Communication Authority of South For the regulations apply. Africa’s municipal elections this period will be determined once the date for the election has been announced, and party lists are submitted and participating parties and candidates confirmed. The period will end when election results are certified and announced. The regulations state that during an election period: ’State-financed media shall not be used for the purpose of promoting or prejudicing the interests of any political party.’ ‘State-financed media means any book, periodical, newspaper, media release or pamphlet, poster, or or statement, other printed matter, any audio and video material, or any information in electronic format such as CD-ROM, Internet or e-mail which is produced and disseminated to the and public, and which is financed by, directly under the control of government.’ Examples of State- financed media include Online, internal and external government newsletters and magazines. These regulations apply only to communicators and other relevant 52255 Style guide backup 1/28/05 10:06 AM Page 15 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage16 page COMMUNICATORS’ HANDBOOK 16 access information, asprovidedforby access information, give effecttotherightofpublic Act, 2000(Act2of2000),seeksto The PromotionofAccesstoInformation Section 32(1)oftheActstatesthat: Africa, 1996(Act108of1996). Constitution oftheRepublicSouth with thepeopleisfoundedon Government’s policyofcommunicating 4.5. Understanding oftheirchoice. political party regulations, theymaybelongtoany Act,1994andpublicservice Service Subject totheprovisionsofPublic have thefreedomofassociation. other citizens,communicationofficers Likeall and actionsoftheGovernment. and defendthepolicies,programmes promote responsibility toarticulate, They shouldcontinueexercisingtheir tothecitizenry.provide information to the obligationofgovernment shouldcontinuemeeting departments communicatorsandtheir Government 4.4.4. Constitutional rightsand 2 Nationallegislationmustbe (2) (1) Everyone hastherightto; Everyone (1) government policy financial burdenontheState. alleviate theadministrativeand reasonable measuresto right, andmayprovidefor enacted togiveeffectthis (b) any information thatisheld anyinformation (b) heldbythe anyinformation (a) obligations or protectionofanyrights. is requiredfortheexercise by anotherpersonandthat State confidently. government’sable toarticulate position policiestobe graspofgovernment firm communicatorstohavea government the Constitution.Itisimperativefor government communicatorarises government messages. Thechallengefora media mayalsomediatethese to satisfyapublicexpectation.Various the knowledgethatmessagesare must seektoexecutetheirfunctionwith society. communicator Therefore,every needsof meeting theinformation directly linkedtothefunctionof must realisethatyourfunctionis communicatoryou As agovernment messages willbecommunicated. the environmentinwhichyour you makeseriousattemptstoanalyse communicator,that asagovernment therefore, ofparamountimportance of government’s mandate.Itis, environments infavourofthefulfilment communication toalterthe communicator pursuesthefunctionof The illustrationsuggeststhata improved, sustainedorencouraged. place inanenvironmentthatmustbe communicationtakes Government characterise theenvironment. examine allconditionsthat Moreover, youshouldbeableto communicationsystem. Government understand thechainofeventsin communicator, youareexpectedto thepublic.Asagovernment to inform pursued tofulfilthemandateandduty is Communication ingovernment Government 4.6. environmental scanning communication and COMMUNICATORS’ HANDBOOK 17 page Target audience Guidelines for dealing with the media ’It seems clear in that context, that as government we have not done really what we ought to have been doing which is to more effectively, communicate about what the communicated, what and who deals communicated, what before they reach with these messages the target audience. As a government communicator it is that the critical that you understand may reach messages you communicate through the your target audience who are interpretation of those mediating them. Hence your communication strategy must take this into account. The key issue to deal with is the possible changes in the message and how your strategy will minimise distortions to the content of your message. It is critical to understand the following key components of communication (see illustration below). Original media, etc Mediation by Communicator COMMUNICATION to be in the change to effect favourable environment key Government communication message (s) because these mediators are not devoid of interest group agendas, some of which might be inconsistent with those of government. A communicator must understand these dynamics within the environment. The next challenge for a government communicator is to understand the journey taken by the messages to be 52255 Style guide backup 1/28/05 10:06 AM Page 17 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage18 page COMMUNICATORS’ HANDBOOK 18 communicator. Astronger response name ofthepoliticalprincipalor appear ontheletters’pagein Letters totheeditor: strength oftheirinformation. iftheyareconvinced ofthe court instanceswillchoosetogo certain legal counselforsuchpurposesandin do so.Eventhen,themediaretain consequences whichcompelthemto corrections unlesstherearelegal reluctant topublishapologiesor will beusedasmediahousesare often noguaranteethattheinformation widely andincorrectlycarried.Thereis hasbeen media housesifastory may havetobedirectedarangeof On theotherhand,suchastatement newspaperorbroadcast. a particular in simple statementcorrectingareport Media statements: the communicatorare: Some oftheoptionsatdisposal to decideonthebestwayrespond. addressed, communicatorsmayhave the natureofissuebeing requests byprincipals.Dependingon raised bythemediaorinresponseto often requiredtorespondissues communicators are or departments, media briefingsonbehalfofClusters Although theGCISregularlyarranges WestNorth on30June2001. (SANEF) South AfricanNationalEditors’Forum Thabo MbekiaddressingtheCabinet/ that weneedtocorrect.’–President Clearly,Government. itissomething ofthe serious failureonthepart strongly,very thatthishasbeenavery I thinkthemessagehascomeacross isdoingandthinking. government Indaba held atSunCity, This mightbea This could media agendabeforetheyenterthe active inplacingnewissuesonthe tobepro- op-ed allowsgovernment messages inthepublicdomain, based onareactiveresponseto this sectionoftheHandbookare Although someofthesuggestionsin the publicmoreclearly. development inordertoexplainit response toanissueoranew communicator todevelopareasoned Theop-edallowsa of newsworthiness. publishing,includingthetest are worth number ofteststodecidewhetherthey Editors subjectsuchpiecestoa involves negotiationswitheditors. such piecescannotbebookedand Spaceinnewspapersfor news’ report. conventions ofthe‘objectivehard tothe editorial anddoesnotconform combination ofbothopinionand content ofsuchapieceis Asthenameimplies, reporting. can useincorrectinginaccurate strongest responseacommunicator An op-edpieceisperhapsthe Opinion-editorial (op-ed)pieces considered forpublication. defamation, etc.beforebeing libel, tolawsgoverning to conform affairs. Suchlettersdo,however, have which thepublichasitssayoncurrent recognised asthecolumnsthrough the letters’pageisamediainstitution that suchaletterwillbepublishedas There isgenerallyastronglikelihood issues. requested torespondcertain endorserswhocanbe with third-party that communicatorscultivatecontact Itisadvisable to beingovernment. notseen in thenameofathirdparty isputinthepublicdomain information can beachievedifthecorrective COMMUNICATORS’ HANDBOOK 19 page The GCIS Although These often arise as a still carry high cost factor and, a an image of where they are detected, low credibility. some of the While the above represent toolbox, tools in the communicator’s ways of one of the most effective is through dealing with the media contact can be direct contact. Direct structured in a number of ways: One-on-one briefings with journalists: result of requests from media houses, but can be effectively used for proactive communication. As media are driven by the psychology of the this can scoop or the exclusive story, be veryon certain effective issues particularly have where communicators strong relationships with individual journalists covering their beat. This can also work well where a particular journalist has been consistently incorrect or off-message on an issue. Beat briefings: government is generally covered by political journalists, it might often be required that certain beat journalists be targeted for special briefings. These could be from health, transport, finance, agriculture, etc. Such briefings are important as these specialist journalists have a finer (and sometimes more troublesome) understanding of a particular area. Keeping them constantly aware of developments on their beats is vital to government. General briefings: frequently arranges briefings for the media on specific issues and some that affect government in general. Departments and Clusters also conduct Often used by Like an advertisement, government to respond to issues or to bring new issues to the public domain, this is the weakest tool at the disposal of the communicator because of the high cost of advertising in both electronic and print media. Secondly, the credibility of information in an advert is often treated with scepticism it indicates that by the public. Finally, the communicator was not successful in packaging the information in a manner newsworthy enough to attract the attention of a journalist. Although a weak option, there are times where communication in the form of adverts can be used, but this should be seen as necessary only when required as part of a broader communication strategy or a last resort. Advertorials: an advertorial (advertisement + editorial = advertorial) is a paid-for media space. The difference, however, is that it appears to the reader as news although branded as copy, ‘advertorial’. Although creating the advertorials effect of greater credibility, communication environment. As with communication environment. a third-party letters to the editor, endorser or expert often is a better signatory for such a piece than a government or principal. communicator invoke a media Communicators can the ‘right to convention known as of such a reply’ to ensure publication hand, if media piece. On the other made unsuccessful attempts to elicit government response because of a slowness to respond to media queries or evasiveness on the part of the the likelihood of such a communicator, piece being placed diminishes. Advertisements: 52255 Style guide backup 1/28/05 10:06 AM Page 19 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage20 page COMMUNICATORS’ HANDBOOK 20 international mediaandrequestsfrom international Through analysisofstoriesin Africa aremembersoftheFCA. foreign correspondentsbasedinSouth Association (FCA)briefings: Foreign Correspondence briefing. the protocolsrequiredforsucha in can assistline-functiondepartments until theendoflock-up.TheGCIS during suchalock-upisembargoed presented domain. Usuallyinformation manner inwhichitentersthepublic presentedtomanagethe information andfieldquestionson information which principalsexplainthe require alock-upstylebriefingduring or complexresultsofstudiesmight interpretation. Thereleaseofstatistics assistance fromthemediawith requires idea thatcomplexinformation the lock-upbriefingisbasedon conducted bytheNationalTreasury, Lock-up briefings: toCabinet. Evaluation reports monthly cyclesofMonitoringand makgotla Opening ofParliamentandvarious Media BriefingWeeks followingthe meetings andduringtheParliamentary PGA takeplacefollowingCabinet The mostfrequentbriefingswiththe are regularlyorganisedbytheGCIS. in CapeTown, briefingswiththePGA dedicated beatisParliament.Located whose The PGAcomprisesreporters Association (PGA)briefings: PressGallery Parliamentary been placedonrecordforthemedia. has information issues aspertinent aroundsome speculative reporting have hadtheeffectofreducing briefings fromtimetoandthese as wellaftereachtwo Most frequently Some international media. international Africa tofacilitatecontactwiththe inSouth database offoreignreporters the FCA,GCISmaintainsa aremembersof all foreignreporters Because not line-function departments. media briefingsforFCAmembersand the FCA,GCISregularlyarranges indication needstobemadeon source cannotbenamed.Aclear can beusedincoverage,butthe beingdiscussed that theinformation need tobegivenaclearindication to conductandmanage.Themedia attribution: On-the-record, butnot-for- briefings areontherecord. as itisgenerallyassumedthat announced inadvisoriestothemedia neednotbe briefing. Thisformat to theprincipal(s)conducting attributable bynameanddesignation such abriefingisontherecordand that needs tobeclarifiedatthestart Although thismightbeobvious,it considered amatterofpublicrecord. is attendance andalltheinformation quoted bynamethemediain person(s) leadingthebriefingcanbe and isattributable.Inotherwords,the briefing isforbroadcast,printable atsucha suggests,allinformation term On-the-record briefings: are: briefing begins.Theformats beforethe announce theformat The chairofabriefingshouldthen briefing priortoitscommencement. withtheprincipal(s)leadinga format Communicators needtoestablishthe can takemanyformats. Briefings ofthekinddescribedabove Formats forbriefings This isatrickierbriefing As the COMMUNICATORS’ HANDBOOK 21 page ‘a representative from the Ministry‘a representative from of condition of Health, speaking on credence to a anonymity’ lend more particular story than ‘government official’? official’ or ‘senior ministerial on condition The statement ‘speaking associated of anonymity’ is usually informationwith negative or leaked must ensure that and communicators such briefings do not lend themselves to such a description of principals. This format needs to be announced at the briefing and should not form part of the advisory. there As the above formats make clear, are some rules of engagement with the media that make the task of One of communicators a little clearer. the most frequently made errors in briefings is the failure to announce the format of a briefing before it begins. This confuses media and sometimes leads to unintended publication of sensitive information. It is therefore vital that formats are announced, both where necessary the advisory in and prior to the commencement of a briefing. Another frequently made error is the tendency to move between on-the- record and off-the-record formats. Briefings should be consistent with the stated format or constructed in such a within manner that principals are clear, the timeframe of a single briefing, on where on-the-record ends and off-the- record begins. Erratic skipping between the two increases the likelihood of damaging communication appearing in the public domain and the consequent erosion of trust between government and the media. As the term suggests, this whether the source can be referred to whether the source can as ‘a senior government official’ (i.e. at all. These are anonymously) or not as ‘background sometimes referred to briefings’ and the format and terms of announced both in the briefing must be the advisory (as a background briefing itself. briefing) and at the Off-the-record and not-for attribution: is intended to be a background briefing for the information of the media and the material can neither be used, nor can any reference be made to the source by name, by designation The format and terms or anonymously. of such a briefing must be made clear both in the advisory and prior to the start sometimes of a briefing. These are called ‘deep background briefings’. The advisory media can sent to describe it as a ‘deep background briefing’, but might want to omit the name of the principal conducting the briefing. Such briefings require high levels of trust and are best done on a one-on-one basis. On-the-record and for anonymous attribution: It is often necessary to prepare the communication environment for certain important developments. In such instances it might be useful to brief the media on the record but not have a principal quoted by name. Media should be given an indication on whether the source of the information can be described in general terms or more specifically within the idea of anonymous attribution. For example, would the attribution ‘senior official in the Department of Foreign Affairs’ or 52255 Style guide backup 1/28/05 10:06 AM Page 21 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage22 page COMMUNICATORS’ HANDBOOK 22 environment. Asanaspectofa challenges facedinthecommunication toaddress function departments activity isintendedtoempowerline- Response Unitteleconference.The media –convenesadailyRapid for dailymonitoringofinternational Centre (CRC)–whichisresponsible (IMC’s) CommunicationResource MarketingCouncil’sInternational The GCIS,inconjunctionwiththe Rapid ResponseUnit briefed. content onwhichmediaaretobe principal andthespecificsof establish thepreferenceofhis/her It isthetaskofcommunicatorto off-the-record, not-for-attribution context. inan information impart comfortably relations oftrustwiththemedia, context. Otherswhohavestrong not defensibleinanon-therecord make off-the-recordstatementsthatare As arule,someprincipalsdonot Media Liaison – Media Liaison– and GCIS: International The CRC–(012)3661900 To contact: participate, affecting themandbyparticipating. the communicationenvironment theGCIStodevelopments in alerting rapid responseprocessthrough become moreactivelyinvolvedinthe areencouragedto Departments media. to respondissuesraisedbythe implement themintimefordepartments to makerecommendationsand A keyobjectiveoftheteleconferenceis officials. teams andseniorgovernment stakeholders,theGCISproject external number ofline-functiondepartments, teleconference arecommunicatedtoa cycles, theoutcomesof communication number ofgovernment ainlLasn–(012)3142286 National Liaison– (012)3142167 – News Service 2162/2131 (012) 3142145/ (012) 3142131or COMMUNICATORS’ HANDBOOK 23 page BuaNews Magazine, and Bua and issue media statements, opinion pieces and feature articles relationship with the media, including the PGA to keep the foreign press corps informed of the work and department’s approaches to issues plans for each campaign and that such are linked to the GCS. strategic presentations for Media Briefing Weeks Memoranda, in particular the item on communications implications (i) respond to all media enquiries (ii) maintain a healthy (iii) develop deliberate strategies (iv) ensure that there are clear and professional (v) ensure (vi) contribute to the Cabinet communication strategies and communication strategies in line with programmes developed two weeks the overall GCS within to the GCIS of Cabinet approval programme of Communication meetings for HoCs Clusters, GCF, and MLOs to plan for Post-Cabinet Briefings, Pre-Cabinet meetings, training fora, Government Communicators’ Extranet, submission of news releases and diary information to Online and development of communication strategies for Clusters MLO, with specific reference to the following: The HoC shall, among others: The HoC shall, among departmental o submit o participate and contribute to the o ensure quality of the work of the Performance Areas for HoCs (KPAs) Cabinet approved that communicators should fulfil their obligations towards the co-ordination of government-wide communication by adhering to mechanisms that have been established to fulfil this objective. Functions of HoCs: 4.7. Generic Key the introduction The Cabinet approved the GCIS to of measures to allow governmentmonitor and co-ordinate effectively and communication more ensure implementation of the overall GCS. These measures include the introduction of generic key performance areas for HoCs, which are aimed at enhancing the co- ordination and integration of government communication. This follows the resolution taken at a GCF to the effect that the GCIS should be more involved in the processes aimed at improving government communication. This initiative should enable the GCIS to improve government communication for better co-ordination and integration of messages, campaigns and outline the programmes. The KPAs generic functions of the HoC in a Ministry and department. This empowers the HoC to be actively involved in the strategic decision- making machinery of their respective departments in terms of creating a new consciousness and appreciation of communication as a tool for service delivery. 52255 Style guide backup 1/28/05 10:06 AM Page 23 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage24 page COMMUNICATORS’ HANDBOOK 24 vi)improveproficiencyand (viii) communicatewiththeGCIS (vii) such as:- communication management, basic fundamentalsof so farasadheringtothe maintain qualitystandardsin other countries exchange programmeswith the plansandoutcomesof (ee) strategic management, (dd) ensuringcost (cc) proactive communication (bb) ensurestrategicplanning (aa) managingadvertising and department activities fortheMinister of resources effectiveness intheuse the department and eventsalignedto other maincampaigns days;any international national and such asBudgetVote; communication events around main for thedepartment do communicationwork and otheragenciesthat Ministry/department concerned. Ministry/department between theGCISand consultation willbeworkedout ofsuch system asawhole.Theform communication within theGovernment tohis/hercontribution pertaining the HoC,especiallyonmatters of its viewsregardingtheperformance authority’ willalsoconsulttheGCISon Regulations.The‘assessing Service delegated bythemasperPublic HoC, oranyotherseniorofficial will conductregularassessmentsofthe The Ministerand/orDirector-General Assessment ofKPAs (gg) buildcapacityforthe (ff) managethedistribution programmes. by implementingtraining communication division and MPCCs through theIRC,GICs audiences, including materials toreachtarget of publicationsand evaluation ofcampaigns monitoring and COMMUNICATORS’ HANDBOOK 25 page Imbizo . individuals within communities who individuals within communities in projects that are actively involved on community have a positive impact development. For example, church, representatives of business, and any other youth, women labour, Provincial outreach sector of society. the executive programmes where from one council meets the people region to the next are a reflection of Imbizo The President and Deputy President have set aside 2 – 3 days in their diaries three times a year to give concrete expression to the programme through visits to provinces. The aim is to give people an opportunity the to raise issues about programmes of government. This would, in the main, ensure that government to and notes the listens issues raised and ensures adequate follow-up with responsible departments and bodies and where possible, if action has responds immediately, already been committed or taken. Where it is not possible to respond immediately the government has to commit itself to get back and respond at a particular time-frame. Focus Imbizo Manual as a style of interactive promotes active involvement is therefore aimed at building a Imbizo 5. decided that During 2000, the Cabinet Imbizo governance and communication should increased be adopted to promote governmentdialogue between the and people without mediation. Imbizo and participation in the of the public implementation of government programmes. This should happen as the norm of government operation on a continuous basis, but there will be certain public periods of intensified participation across government reflected by Cabinet members, Premiers, Mayors and other senior government coming into active officials contact with different sectors of society. These shall be the Weeks. Imbizo partnership between government and the South African public in the process of social change. In the spirit of partnership between the government and the communities, attempts may be made to identify stakeholders and/or 52255 Style guide backup 1/28/05 10:06 AM Page 25 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage26 page COMMUNICATORS’ HANDBOOK 26 department wishingtoundertake department sphereor that anygovernment Below isasetofguidelinestoensure been agreedupon. the contentofprogrammethathas days orjustinonedaydependingon Imbizo example tothewholegovernment. andsetan style ofgovernance raisetheprofileofthis participation The PresidentandDeputyPresident’s throughout. World Build aBetterSouth Africa andaBetter the year, e.g. implementation. Thecoremessagefor the Budgetthatwillunderpinits Programme ofActionfortheyearand respectively communicatethe GCIS andtheNationalTreasury which publicity materialproducedbythe communication throughtheuseof coherence incontentand Each FocusWeek willbegiven lives. year toimprovethequalityoftheir isandwillbedoingthat government highlight tothepeoplewhat andto already beingundertaken feedback onprogrammesthatare interaction withthepeopletoreceive activities andeventswillbedirect The centralcharacteristicofthese end oftheyear. Budget Speechandoncetowardsthe Action intheSoNAandafter of thegovernment’s Programmeof following thePresident’s announcement Weeks willhappentwiceayear, once The GCSenvisagesthe , willbeprominentandvisible can be undertaken overafew can beundertaken People’s Contractto A Imbizo Focus and letterofthegeneralprinciples. Imbizo 5.2. Planning suchan undertaking must clearlyoutlinetheobjectivesof communication strategy. Thestrategy has tobebasedonadefined An for 5.1. Strategising A Task Team shouldbeestablished 5.3. Establishing aTask processes tofollow. Imbizo and achecklistaseachspecific These shouldbeusedonlyasguides implementation willtakeplace. is anActionPlanshowinghowthe it are shownonpages34.Underneath President’s structure andActionPlanforthe An exampleofaworkbreakdown Plan. work breakdownstructureandAction steps andprocessesspecifiedina must beidentifiedandthenecessary guide. Atthisstage,therole-players using thecommunicationstrategyasa how thewhole embodies initialconceptualisationof of anysuccessfulcampaign.This Effective planningisacriticalaspect a GCS. the genericframeworkfordeveloping communication strategyasoutlinedin contain alltheelementsof Imbizo communication Team does sohonouringthespirit should dictatewhatstepsand communication programme Imbizo Imbizo in the North Westin theNorth Imbizo will takeplace, Imbizo and must COMMUNICATORS’ HANDBOOK 27 page will take . Sometimes the Imbizo . are conducted in a Imbizo Imbizo . . This must be as detailed as . This must be as detailed province and local province municipality Izimbizo Improper consultation can be a recipe for failure hence all parties must be consulted in advance about the Imbizo Team It is advisable that the Task should as much as possible be stationed and operate from the province where the particular local area. It is important to observe all necessary protocol before pronouncing publicly the intention to undertake place a few weeks before the event. This is critical as reports that are submitted by provincial officials about potential project sites to visit should be confirmed by actually visiting them. budget commitments will be shared between the national department and the province. When this is the case it must be made clear which aspects of the budgets are the responsibility of the province and which of the national government. At times this is left hanging and often results in unnecessary debts and unhealthy relations. 5.6. Consultation with the 5.6. Most 5.5. Budget crucial aspect of The budget is another implementing role-players should be clarified to role-players should be of the ensure a smooth implementation Imbizo clearly indicate possible and should for which who will be responsible tasks. . Imbizo is crucial are strictly Imbizo . Preferably, it has . Preferably, Imbizo Imbizo , as they are critical and . The Task Team should Team . The Task Imbizo The Task Team must have a designated Team The Task Project Leader who will oversee the and also Team overall work of the Task have direct and full access to all those who need to be consulted to sign off things and approve the programme. to be someone with direct access to the Premier or the entire executive council, the Member of the Executive Council (MEC) in the province, depending on the nature of the responsible for the movements of the principal on the ground. Personnel from the province are also important in the process of implementing 5.4. Role clarification has been Team Once the Task established the roles of the various maintained. Protocol and security have to be taken on board at all times as their understanding of the to its success. Neglecting to brief them thoroughly may result in the failure of the preferably consist of selected preferably consist of governmentthe communicators from department, representatives from a senior person protocol and security, with the provincial who will be the link department of the executive council and others as may be deemed fit. The significance of having is that Team communicators in the Task of ensuring that the communication objectives of the and charged with the overall and charged with the the responsibility of implementing Imbizo 52255 Style guide backup 1/28/05 10:06 AM Page 27 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage28 page COMMUNICATORS’ HANDBOOK 28 prioritised byan province, issuesthatshouldbe in aruralandpoverty-stricken communication strategy. Forinstance, Imbizo that areclosesttothe The Task Team shouldselectsuggestions by thePresident,MinisterorPremier. and programmes,whichcanbevisited to submitideasaboutpossibleprojects province shouldhavebeenrequested programme shouldlooklike,the Long beforedecidingwhatthe programme ofgovernment. delivery developmental andservice visited shouldalsorelatetothe andissues.Theprojectstobe concerns enough timeforpeopletoexpresstheir interaction withthepeople,allocating should caterfortheprincipal’s This meansthatthe There maybeotherpoliticalorsocial economy boostinginitiatives. o o agricultural initiatives o education programmes o housing o electricity o health alleviationinitiatives poverty facilities o o roads o water include: is being undertaken ifwhatis programme shouldconfirm things together. Ataglance,the reflection oflonghoursworkputting The programmeistheultimate the 5.7. Developing programme as outlinedinthe Imbizo Imbizo Imbizo objectives ofthe programme Imbizo programme or not. and protocolpurposesonly. forsecurity details thatarenecessary media. Thisversionwillnotinclude especiallythe interested parties, produced. Thiswillthenbehandedto second versionforthepublichastobe Once theprogrammeisapproved,a or tothemedia. about iteithertodifferentstakeholders before anycommitmentsaremade The programmehastobeapproved in thecommunicationstrategy. needs oftheenvironmentasoutlined programme willberespondingtothe By makingtheseconsiderations,the of crime,unemployment,etc. may beproblemsofracism,highlevel addressed duringthe province thatmayneedtobe ills thatarehighontheagendaof Strategy andPlanshouldentail, Media LiaisonStrategyandPlan.The and implementationofaneffective be responsibleforthedevelopment This personandhis/herteamwillthen negative coverageofthe media peoplefuriousresultingin about directivesandoftenmakes liaison activitiesresultsinconfusion too manypeoplemanagingmedia that relatetomedialiaison.Having identified tobeinchargeofactivities A medialiaisonmanagermustbe change. unitywiththepeoplefor forming hasin commitment government Imbizo Media liaisoniscriticaltopopularise 5.8. Medialiaison in ordertorelatepeoplethe Imbizo Imbizo . These . COMMUNICATORS’ HANDBOOK 29 page . Izimbizo . Imbizo . Imbizo for Izimbizo is planned to happen. This could learner ratio. Departments and provinces can of their own, produce other material integrate the as long as they will central message of government. well informedPeople are often not of government and programmes activities through the mainstream media, hence the emphasis of publicity material during 5.11. Conducting research Preliminary research: Research must be where the conducted on the given area Imbizo or on a particulareither be on a province community or village. In terms of quantitative data some of the service delivery indicators that could be used include statistics of: o electricity grid connections o houses completed or under construction o people gaining access to water o people gaining access to healthcare o number of telephone lines installed o or educator: matriculation results The above statistics must be collected from 1994 – current to show trends of 5.10. Promotional material 5.10. Promotional Media statements, interviews and publicity material can be complemented by promotional caps, material. These can be T-shirts, backdrops, posters, banners, etc. Again these promotional materials must prominently reflect the core message of the leaflets and posters for the SoNA and leaflets and posters to the Budget, Guide the People’s for which it makes available is Imbizo Imbizo is to provide , it may be Imbizo Izimbizo Imbizo targeted the necessary transport to organise for the media to move from one venue to the next so that at all times they have access to the activities of the principal. Another essential element of media liaison during an 5.9. Publicity reinforce the message, publicity To material has to be developed, availed and widely distributed. The publicity material must relate to the programmes of government, reflecting on successes and challenges of service delivery. achieve maximum impact to To about – and this does not, at initial stages, have to be about details in the programme. During some publicity common Focus Weeks, material is used. This is in the form of posters, pamphlets and leaflets. The GCIS is responsible for producing among others: o to the media briefings o interviews o which media/journalists are to be pieces o opinion o statement of key messages about o contents of the media kit. It is crucial that the media should be informed what the in time the facilities necessary for the media to This may be an do its work effectively. Internetwhere the media can file Café their stories. A briefing room should also be handy for when the need arises to give further briefings to the media. 52255 Style guide backup 1/28/05 10:06 AM Page 29 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage30 page COMMUNICATORS’ HANDBOOK 30 publicity materialforthe beusedon progress. Thiscaninturn o It is important tokeepthebriefing Itisimportant o Researchbriefingsmustbewritten o Inprocessingtheresearch o thatinformation Itisimportant o the givenarea. programmesin delivery their service on successesandchallengesthatface departments delivery various service tobegatheredfrom information for programme, itisnecessary decisions onthedevelopmentof project teamtomakeinformed research:Inassistingthe Secondary and communicationsmilieuofthearea. languages spoken,naturalresources, development inthespecifiedarea, consideration mustbegiventoissueson ofqualitativedata, In terms included intothepresspacks. processed bytheMLOtobe they canthenbeusedandfurther notes clearandprecise,because challenges. status oftheprogrammeand sections onbackground,success, succinct. Itshouldideallycontain thatiseasilyreadableand format All researchbriefingsmustbeina the operationsonasmallholding. a school,constructionofclinicor programme, whetheritisbuilding delivery on eachservice delivery. the outputsandimpactofservice consideration mustbegiventoboth programmes, etc. contacting peopleinvolvedinthe which mayinvolvefieldvisitsor verified byindependentresearch, is received fromdepartments Imbizo . This iscrucialforaneffective research Assessment andfollow-up o The report mustbecommunicated Thereport o whichwill Theconsolidatedreport, o afterthe Afortnight o Allscribenotesneedtobe o Auser-friendly needstobe form o Ideallyscribesshouldcomefrom o Theresearcherneedstoidentify o ofactiontaken: its follow-upinterms which willultimatelybemeasuredby to therelevantresponsible Councillor, etc. Premier, Minister, Mayor, President, Deputy presented totheprincipal,i.e. andbodies, shouldbe departments required byresponsible also includetimeframesofaction report. development ofaconsolidated back, aswelldiscussthe province toobtaintheirreport tovisitthe may benecessary of thescribeform. whichcapturesallthefields form, of adatabase,orintabular Ideally, thisshouldbeintheform ofallissuesraised. follow-up report collected andcollatedintoa people. documenting issuesraisedbythe each scribetocompletewhen drawn upbytheresearcherfor issues raised. which theywillbedocumenting the communicationenvironmentin because theyaremoreawareof the communicationsection, Imbizo spoken attheareawhere English andtheprevalentlanguage Scribes mustbefluentinboth and briefscribesforeachevent. takes place. Imbizo Imbizo visit, it , COMMUNICATORS’ HANDBOOK 31 page Imbizo programme programme will be taking place, to ensure 5.14. Monitoring the should allocate Team The Task members to all the venues where the Imbizo that things are organised. Any problems should be reported immediately to the Project Leader for alternative arrangements, if necessary. The Project Leader should at all times be with the principal advising on proceedings and managing the time in the programme. Adherence to the time allocated in the programme is crucial as late arrival to the next destination audibly is the need to avail audibly is the need for this communication facilities must Team purpose. Thus, the Task operational ensure that there is an system and roving Public Address (PA) microphones. of these Given the mobile nature advisable to sessions, it would be from venue to system outsource the PA venue. The GCIS Broadcast Production may be requested to record the events that have a Development Communication element. These requests need to be made within a reasonable timeframe and the GCIS would provide its services depending on the availability of resources at that time. The recorded material should be transcribed and out of that material, a detailed report of the entire should be the outcome. In the past were speeches only the principal’s transcribed and copies of the material circulated to the provincial community radio stations. . Imbizo Imbizo event. Imbizo there are critical Imbizo Imbizo departments or bodies via the to ensure proper protocol channels, that action is taken and affected communicated to the province or area. During the has to be in Team things that the Task charge of. 5.12. During the So far we have dealt with plans and processes leading up to the 5.13. Recording proceedings has to allocate people Team The Task who will be in charge of recording and documenting the issues that are raised by people, and the responses that are given by government officials. This is critical for follow up. An Together with other documentation and with other documentation Together and notes plans, all research material during the must be filed and used assessment and closure of the project for that particular is not complete and successful if government not follow-up on does issues and concerns raised by the achieve this, detailed people. To recording and documenting of proceedings is required. People allocated to perform this task should be fully dedicated and should not be distracted, as they need to capture everything. Audio-visual and radio recording should also be done to reinforce the recording process. An important part of ensuring that things are well recorded and that people are able to raise their issues 52255 Style guide backup 1/28/05 10:06 AM Page 31 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage32 page COMMUNICATORS’ HANDBOOK 32 report aboutthe report be thefirststeptowardswritinga improvements. Theevaluationshould forfuture where necessary management. The report should management. Thereport about the The Task Team hastoproduceareport 5.17. evaluation ofthe The Task Team needstomakean Evaluation ofthe 5.16. programme ofthe immediately afterthelastitemon The Task Team doesnotdisband 5.15. Post- If the drastic change. programme hastotakeaslightor board andconsultthemwherethe totakethemon Security isimportant briefing oftheHeadProtocoland unforeseen circumstances.Continuous dynamic andflexibletodealwith However, theProjectLeadershouldbe oftheprincipal’snot part itinerary. venuesthatare principal inparticular situations wherepeoplewaitforthe actual andaccuratevenuestoavoid critical toadvisepeopleaboutthe the attitudesofpeople.Thus,itis can causeirritationandevenshape issues tobedealtwithafterthe next day. assess theproceedingsplanfor end ofeachday’s programmeto days, theTask Team shouldmeetatthe Imbizo Imbizo Imbizo Imbizo is happeningoverafew Imbizo Imbizo , whichissubmittedto Imbizo report Imbizo . tasks and critique . Thereare Imbizo . may nothavebeenatthe structuresthat relevant government followed up.Thismayentailconsulting event, asan raisedduringan issues andconcerns issues raised will be taken forward. issues raisedwillbetakenforward. contain recommendationsabouthow the basisforagoodmediafollow-up. there ishugeprogressthatcanform instances, been changes.Incertain during the totheareasvisited advisable toreturn commitments. Afterawhileitis isfulfillingits government is requiredtoensurethatindeed Continuous assessmentofthefollow-up head orappropriateofficial. those structuresthroughthepolitical contactsneedtobemadewith Formal respond toissuesraised. are thecompetentstructuresto raised duringthe process bywhichissuesthatwere The Task Team shouldalso setupa 5.18. Follow-up an ofthesuccess A crucialdeterminant scribing duringan Guidelines foreffective their qualityoflife. peopleinordertoimprove of ordinary aimed atgettingasenseoftheneeds public relationsexercise,butacatalyst inmindthat be borne successful adhered toinorderconducta outlined inthisdocumentshouldbe The genericguidelinesandchecklists Conclusion Imbizo Imbizo is effectivefollow-upon Imbizo Imbizo . Itshould,however, Imbizo to seeiftherehave will ultimatelybe Imbizo will be Imbizo Imbizo is nota but COMMUNICATORS’ HANDBOOK 33 page . Issues visit, it may Imbizo Imbizo event. format of the form is attached as a 1 on page 34 guide (see Addendum and 38). to collect all The co-ordinator needs them into a scribes’ notes and collate follow-up report of all issues raised. be in the form this should of a Ideally, or in a database, such as Access, tabular form, which captures all the fields of the scribe form. An example is attached in Addendum 2. A fortnight after the be necessary the province to to visit obtain their report-back as well as to discuss the development of a consolidated report. The consolidated report issues of raised will form part of the comprehensive report by the prepared province hosting the raised will affect various provincial departments and local government, and may even have implications for national departments. The report must thus be communicated from the relevant Office of the Premier to the relevant responsible departments or bodies via the proper protocol channels. This to ensure that action is taken and communicated to the affected province or area. The HoC in the province needs to ensure that feedback from provincial departments, national departments and all other responsible entities is communicated to the affected other with communities. Together documentation and plans, all research material and notes must be filed and used during the assessment and closure of the project for that particular Imbizo takes place. Imbizo measured by its follow-up in terms of measured by its follow-up below are some action taken. Outlined guidelines, which serve as pointers for issues and effective capturing of concerns. person who There should be a central scribes. The co- co-ordinates and briefs have prior access ordinator should also make logistical to the programme to arrangements for scribes to be present at all the events. There should be at least two scribes allocated per event. Scribes could take on alternate (event one and three OR two and four) events in the programme to allow for travelling arrangements. Scribes must be fluent in both English and the prevalent language spoken in the area where the Scribes should come from the communication section, because they are more aware of the communication environment in which they will be documenting issues raised. When capturing issues raised it must be done in such a way that follow-up action is borne in mind. Accuracy and capturing the gist of the issue are therefore essential. The response and action committed to by the relevant political principals Deputy President, (MECs, Premier, councillors) must also President, mayor, be accurately captured. This is crucial in A user-friendly terms of accountability. form needs to be drawn up for each scribe to complete when documenting issues raised by the people. Hint: Copies should be made of the form and compiled into a booklet with a hardback cover and a plastic front document This helps scribes to cover. in rural areas. An example of the 52255 Style guide backup 1/28/05 10:06 AM Page 33 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage34 page COMMUNICATORS’ HANDBOOK 34 Action neededorcommitted: Action alreadytaken: Raised bywhom: Sunday Saturday Friday Issue raised: Date: (tickappropriatebox) Name andcontactdetailsofscribe: PRESIDENTIAL Addendum 1 IMBIZO IN NORTHWEST COMMUNICATORS’ HANDBOOK 35 page National responsibility: (tick the appropriate box) National departments Arts and Culture Agriculture and Land Affairs Communications Correctional Services Defence Education Provincial responsibility: responsibility: Provincial box) (tick the appropriate Office of the Premier Portfolios for North West Agriculture, Conservation and Environment Development, Local GovernmentHousing and Economic Development and Tourism Education Finance Health Roads and Public Works Safety and Liaison Social Service, Arts, Culture and Sport and Roads Transport 52255 Style guide backup 1/28/05 10:06 AM Page 35 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage36 page COMMUNICATORS’ HANDBOOK 36 Other responsibleorganisations: Water AffairsandForestry Transport Trade andIndustry The Presidency andRecreationSouthAfrica Sport Social Development Science andTechnology Safety andSecurity Public Works andAdministration Public Service Public Enterprises Provincial andLocalGovernment National Treasury National IntelligenceAgency Minerals andEnergy Labour Justice andConstitutionalDevelopment Housing Home Affairs Health Communications(GCIS) Government Foreign Affairs Environmental AffairsandTourism COMMUNICATORS’ HANDBOOK 37 page took place OR the department Imbizo authority taken . Imbizo Note: Province: refers to the province where the Addendum 2 Free State/ Sediba/Thaba or Dept/Place/Date: Province for MPCC – / 09 October 2004 Nchu – Open Day Issue raised Cluster Responsible Action taken or to be Status which organised the Place: refers to the actual location where the interactive governance took place (events from the programme). Date: the date when issues were captured by scribes on the ground. 52255 Style guide backup 1/28/05 10:06 AM Page 37 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage38 page COMMUNICATORS’ HANDBOOK 38 Housing Health Finance MEC Foreign Affairs Education MEC Economic Development,PlanningandTourism MEC Environmental AffairsandTourism Education Environmental AffairsandTourism Education andHousingMEC Development, LocalGovernment Defence Correctional Service Communication andCulture Arts Agriculture andLandAffairs andEnvironmentMEC Agriculture, Conservation Action neededorcommitted: Action alreadytaken: LebotlwaneMPCC Raised bywhom: TraditionalIssue raised: leadersmeeting Relebogile Clinic Event (tickappropriatebox) Date: Friday06July2001 Name andcontactdetailsofscribe: PRESIDENT JACOBZUMA IMBIZO tobefilledinbyscribesduringan An exampleoftheform TO THENORTHWESTPROVINCEBYDEPUTY Imbizo COMMUNICATORS’ HANDBOOK 39 page Home Affairs Health MEC Development Justice and Constitutional Labour Office of the Premier Provincial Safety and Liaison MEC box) Provincial responsibility: (tick the appropriate Portfolios for North West Social Service, Arts, culture and Sport MEC Social Service, Arts, Culture and Sport MEC and Roads MEC Public Works Transport, MEC Affairs and Corporate Affairs Traditional Minerals and Energy box) appropriate National responsibility: (tick the National Departments National Treasury National Intelligence Agency Provincial and Local Government Public Enterprises Public Service and Administration Science and Technology Safety and Security Social Development Sport and Recreation South Africa The Presidency and IndustryTrade Transport Affairs and Forestry Water 52255 Style guide backup 1/28/05 10:06 AM Page 39 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage40 page COMMUNICATORS’ HANDBOOK 40 Mostimportantly, theinformation • mustbeappliedaspart Information • TheDevelopmentCommunication • DevelopmentCommunicationisa • Communication. described asDevelopment to dialoguewithitscitizens,whichis hasadoptedanapproach Government Guy deFontagalland.) and reality –rhetoric Development Communication (Nora Quebral; fulfillment ofthehumanpotential.’– greater socialequalityandthelarger economic growththatmakespossible toadynamicstateof from poverty andthemassofitspeople of acountry applied tothespeedytransformation and scienceofhumancommunication ’Development Communicationistheart 6.1. What isDevelopment 6. Development should takeintoconsiderationthe groups withinthecommunities. including variousstructuresand needs identifiedbycommunities, and mustaddressinformation of communitydevelopmentefforts real, meaningfulandsustainable. public programmesandpolicies approach isaimedatmaking economic wellbeing. toimprovetheirsocio- information enables themtousethat inamannerthat with information method ofprovidingcommunities Communication Communication? by Pete Habermann and by PeteHabermann Quoted in • • • Development 6.2. The Theintendedoutcomeistomakea • recipients, aswellencourage promote hopeandtrustamongits of recipients.Themessagemust canbetterthelives how information The messagemustclearlyshow innovative It mustbecreativeand improving theirlives. aimedat programmes andservices of communities,especiallyabout listen totheideasandexperiences to anopportunity gives government their queries.Thisprocesssimilarly and providesthemwithanswersto with therecipientsofinformation process thatinvolvesconsultation It isatwo-waycommunication It reliesonfeedback lives ofallSouthAfricans. mandated programmetoimprove the contextofgovernment’s the needsofcommunitywithin community mustberesponsiveto andthe between government This meansthatcommunication It isresponsive (012) 3142133. the GCISDirectorate:LLIMon www.gcis.gov.za/mpcc the website: Development Communication,visit about For moreinformation individuals andcommunities. difference inthequalityoflife different literacylevels. diversity ofculture,languageand Communication approach or contact COMMUNICATORS’ HANDBOOK 41 page community- Imbizo Communication To ensure that the use of To Development Communication becomes successful, especially in the context of GCPs, it is imperative to outline some of the fundamental aspects of this approach. This can also specifically be done in the context of how Development Communication principles have been institutionalised through Example: people so that they do not people so that they distances have to travel long to access government services Through the governmentoutreach programme, and listens interacts with the people to their concerns about government programmes, services, etc. It is about the use of relevant language Concepts must be developed in the language of the community served, and the community must participate in the development of that material. Arrange a pre-testing exercise at an MPCC, where the community gets to see the material before it is produced. This gives them the opportunity to comment on the language used and its relevance, as well as the accessibility of content. • Example: 6.3. Principles of Development Example: them to be interested in its content them to be interested and to become a part thereof. and It is about continuity sustainability It is not about government dumping on communication material making sure communities and not its content. that they understand Follow-up workshops can be arranged to emphasise the importance the and necessity of information. The community must therefore use it continually and in a sustained way to enrich their lives. It must be available continuously when there is a need. It relies on community participation It is about planning with communities and identifying their information needs. It is also about working with communities in disseminating information, and inviting government officials to explain how programmes work and how they can be accessed. on are arranging a workshop You invite human rights issues. You someone (a commissioner) from the Human Rights Commission to explain basic human rights and how the community can exercise those rights, while local groups with an interest in these issues play a role in mobilising the community and special-interest groups to participate. bringing It promotes government closer to the • • • 52255 Style guide backup 1/28/05 10:06 AM Page 41 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage42 page COMMUNICATORS’ HANDBOOK 42 • MEDIA LIAISON to form good MEDIALIAISONtoform • INFORMATION DISSEMINATION • PROFILINGthecommunities to • ofPARTNERSHIPS Theformation • NETWORKINGactivitiesare • relationships with journalists and relationships withjournalists methods. community specificcommunication a widerangeofinnovativeand programmes andpolicies,through themaboutgovernment informing knowledge theyneedaswell to empowerpeoplewiththe solutions canbefound. point toidentifywherepotential especially beingasingle-entry situation atgrassrootslevel, communicator tounderstandthe enable thedevelopment joint problem-solvingefforts. sharing resourcesandfostering the communityissignificantin of civilsocietyandrole-playersin with keylocalinstitutions,structures through liaisonandnetworking programmes. government experienced inaccessing needsandproblems information stakeholders toidentifycommunity with regularly undertaken following: through theGCF, suchasthe communication campaigns developing government’s toconsiderwhen important (GICs). Principlesarealso Centres Information Government MPCCs anddistrict-based 6.4. MethodsofDevelopment through them. disseminate someinformation (a) Audio-visual Communication Theuseofaudio-visual o Avideoonyouthissuesand o Communicatorsshould o ordinary people. ordinary can betterthelivesof that services government on useful information and tools toshareimportant related mediaarevaluable technology andother solutions. community andgovernment problems butalsoon should notonlydwellon youth dayevent.Thevideo public meetingorevena campaign leadingtoa ofa etc. couldbepart concrete recommendations, excitements, suggestions, problems, fears, activities, andtheir government. provincial andnational issuestolocal, important and alsocommunicate rooms, communityhalls, play thematMPCCwaiting communityevents, important so thattheycanrecord training onvideorecording obtain thenecessary COMMUNICATORS’ HANDBOOK 43 page groups and focus on films, micromarketing using film-making and videos, of depending on the needs the target group, culturally-specific footage from archives and ultimate broadcast for film festivals content additions. based on small group dynamics where specific products, issues on delivery, questions and programmes are brainstormed. of outdoor programmes or studio panels discussing relevant topics. discussions and focused groups, (ii) stakeholder segmentation of using (iii) product development diversification with local (iv) o It is an open discussion o This entails live broadcasts (c) Radio There are four phases, which have the on potential to impact the Development Communication environment: structured along the lines of quality circles where representatives from different communities, stakeholders or ward groups discuss important issues pertaining to information needs and queries about service delivery. penetration to create excitement through publicity, brochures, door-to-door visits, posters, interviews, film festivals, vibrant (i) marketing and product (i) o Discussion groups are groups o Discussion (b) circles Discussion 52255 Style guide backup 1/28/05 10:06 AM Page 43 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage44 page COMMUNICATORS’ HANDBOOK 44 (d) Community participation Paneldiscussionsat o Theseniorcommunication o o Government o Government communicators o Local government should Communitymemberscan o group ofwards. MPCCs, ateachwardora officer, districtmunicipality option. makes thismediumaviable from afewparticipants contribution small budgetary especiallyasa counterparts, fortheir platform creating thisenabling can playamajorrolein most effectively. callers andcanrespond they areclosesttothe inthisventureas partners feature prominentlyas phone-in programme. sponsors forthecostsof orcommunity government manager toseek advise thetelecentre programme. Theymustalso panelists andthe officers mustarrangeforthe GCIS communication prevention, etc. child abuse,crime protection, womenand as domesticviolence,child can specialiseinissuessuch programmes. Studioguests MPCCs toaccessthe use thetelecentresat e Television (e) Television maybeusedfor o Theseprogrammescanbe o Atsuchaneventa o issues, etc. about lifeskills,health educate youngpeople ofEducationto Department SABC togetherwiththe programme donebythe e.g. Edufocusisanational thecommunity,entertain programmes toeducateand national developmental channels oftheseproducts. to enhancethedistribution together tocreatenetworks can workeffectively communicators government and local platforms used successfullyinother work, etc. outline howlearnerships ofLabourcould Department representative fromthe Document, whilea apply foranIdentity about whatisneededto prospective applicants could alsospeakto ofHomeAffairs Department representative ofthe education system. impending changestothe communities about (NGO) totalkthe organisation governmental fromanon- expert educational inspectorand school principal,regional should arrangewiththe or provincialcommunicator COMMUNICATORS’ HANDBOOK 45 page , etc. Izimbizo , etc. This entails a simple language This entails a simple A5 leaflet with key messages simple. that are both clear and It can be typed and photocopied for distribution. A loudspeaker can be used to mobilise a particular community to attend an event at a stadium or community hall. It is used preferably in deep rural areas to mobilise communities. This entails the ‘each-person- teach-another’ principle, whereby information is spread through friends, families, neighbours, etc. It is also preferred in deep rural areas were everyone knows everybody. A well-designed and printed poster can be put on community halls and public places such as schools, clinics, post offices, local business, etc. to disseminate a particular message. The culture of having community notice boards at MPCCs should be developed. caps, key- Products like T-shirts, holders, etc. can be used in big projects such as the SoNA, Izimbizo • Key message leaflet • Loudhailing • of mouth Word • Posters • material Promotional purposes and to mobilise the purposes and to mobilise workshops, community to attend roadshows, dramas, tell stories or events in a tell stories or events It is an dramatic way. objective way of addressing sensitive issues that talk communities may not In this way, about openly. the characters do the talking. and real. It presents problems and tries out different solutions. attending projects to By observe in your locality. having effective local government communication structures in place, this form of on-the-job learning will be more easily facilitated. members visiting projects in other provinces or across various departments. This is aimed at building a learning network, where one staff member can visit another province for learning purposes. o Folk-drama may be used to o Stop-start drama is simple o Participatory observation – o Exchanges include staff (f) Drama (g) Other 6.5. Use of resource material 6.5. forms of resource material can Various be used to promote Development Communication. These resource material can be used for awareness 52255 Style guide backup 1/28/05 10:06 AM Page 45 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage46 page COMMUNICATORS’ HANDBOOK 46 6.6. MPCCs: Vehicles for • Z-card • Flyer • MPCCsare designedasplaces • Themostuseful innovationin • integrated service delivery integrated service information. contains alittlemore is easytohandlebutalso consisting ofkeymessages.It This isapocketbooklet quick toreadandunderstand. concepts andmessagesthatis simplified versionofthekey This entailsasmalland A onpage51. resource material,seeAnnexure GCIS’ regionaldistributionof To ofthe accesstheservices accepted inthatcommunity. media areappropriateand is, wheresuchcommercial in therelevantcommunity, that access orwhichisappropriate a waythatenhancescitizen be used,thisshouldonlyin Should masscommercialmedia e.g. Voice ofPhalaborwa. and dialectofthecommunity, localised andusethelanguage stations/print mediawhichare This entailscommunityradio Electronic andprint rural areas. rolling outMPCCs,primarilyin government’s programmeof for developmenthasbeen this processofcommunication media • Information disseminationis Information • GCIScommunicationofficers • Opening ofProvincial by thePresidentaswell screen broadcastsoftheSoNA Mayors; theprovisionofbig of districtandlocalmunicipality events, outreachprogrammes executive counciloutreach Imbizo it totheirdailylives.National material andareabletorelate resource content ofinformation communities understandthe briefings toensurethat programmes andmedia groups, awareness days,drama open information workshops, trainingsessions, public meetings,exhibitions, conducted atMPCCsthrough quality oflivescommunities. how thishasimprovedthe work donethroughMPCCsand evaluating theimpactof regular basis,monitoringand directly withcommunitiesona This islargelyastheyinteract Development Communication. in expeditingthenotionof have asignificantroletoplay the districtmunicipalities. location ofaGICineach the GCIS’commitmentto developmenthasbeen further are offeredatMPCCs.A services than sixgovernment projects canberun.Noless number ofprogrammesand andfromwhicha government, between communitiesand pointofcontact permanent orsemi- of amorepermanent events, provincial COMMUNICATORS’ HANDBOOK 47 page and word of communication structures at local government level has had an impact on the quality of communication efforts within the local government and on the effective and efficient communication of government service-delivery initiatives aimed at improving the quality of life of the citizenry. been identified as vehicles through which all government communicators can reach the communities. However, Development Communication approach is wider than the MPCC initiative and drives the service and information delivery approach used by a number of government departments. ability promotes government’s to speak with one voice – not which communities share information) plays a significant role in Development Communication and information sharing at a local level. Channels of community media include local newspapers and radio, community meetings (Indaba/Makgotla mouth). practise Development Communication? • The lack of co-ordinating • In South Africa, MPCCs have • Development Communication 6.8. Why do we need to 6.8. Management System (WIMS) is an online resource in the form of a database for district-based communication officers. It provides access to community profiles (including literacy levels, languages, local organisations and stakeholders) at ward level. While this is currently only an internal GCIS operational system, government communicators are encouraged to request profiles of areas where campaigns are to be implemented. Legislatures by the Premiers, are Legislatures by the Premiers, at also among events held MPCCs, allowing ordinary to events citizens direct access been which have historically to media restricted, largely due ownership patterns. All Development Communication programmes and projects should be aligned to the Integrated Development Plan (IDP). The IDP is an essential management tool for local government, whereby communities are encouraged to participate in local-level decision-making and planning for service delivery in an – integrated manner. Municipalities, and in particular the wards, are key entry points for the Development Communication practitioner. Information Management • in Community media (ways • Information The Ward • 6.7. Local Liaison and 6.7. Local Liaison 52255 Style guide backup 1/28/05 10:06 AM Page 47 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage48 page COMMUNICATORS’ HANDBOOK 48 6.9. Monitoring andevaluation TheLocalGovernment: • be usedeffectively. quantitative applicationscanalso methods suchasqualitativeand research and evaluation,formal impact. Inadditiontomonitoring arehavingthedesired government of communication efforts assessing whetherthe critical factorsintheprocessof Monitoring andevaluationare system Annexure Bonpage54. regional officer, see campaign withtheGCIS To developacommunication for thebetter. inimprovingtheirlives citizenry direct communicationwiththe democracy and participatory accountability, openness, commitment totransparency, government’sparticular structures,andin government oflocal transformation communication challengetothe 1996 placeanenormous Constitution ofSouthAfrica, Act,2000,andthe Information the PromotionofAccessto Act, 2000(Act32of2000), MunicipalSystems Government (Act 117of1998),Local Municipal StructuresAct,1998 and explainedtostakeholders. interpreted visions areuniformly the centralpolicyintentionsand in asenseofuniformity, butthat evaluation system? monitoring and Why doweneeda can beconsidered: instrument, thefollowingmethods their ownuniqueevaluation While individualprojectsmayhave and evaluation Approach tomonitoring To assistindeveloping a • To in identifyshortcomings • To ensurecredibility and • To motivateprojectteams • To ensureappropriate • Methodology –notjustthe Partnership-based • Eachprojectshoulddesignan • approaches, joint Participatory • focusgroups • learning organisation. learning Networktowardsa Learning Provincial andLocalLiaison recommend improvements. project implementationand atlocallevel. information accessibility ofgovernment what wecannotevaluate. cannot improveordevelop measurement ofoutcomes.We through effectivefeedbackand government. culture ofresponsive local levelandpromotingthe atthe distribution ofinformation implement projectsonitsown. GCIS asitdoesnotalways event. that particular evaluation toolappropriateto monitoring andevaluation. planning andimplementation, COMMUNICATORS’ HANDBOOK 49 page around fulfil the Imbizo in October Imbizo and circulates it Imbizo Izimbizo Izimbizo Imbizo project team co-ordinates Government and the people. It thus promotes participatory democracy and encourages ordinary citizens to be active participants in the transformation of the South be partAfrican society and a of the process of building better life for all. In other words, encourages citizens to participate actively in improving their lives and the well-being of their society. strategic objective of achieving effective government communication that will empower citizens to become agents of change and fulfilling the South African dream of a better life for all. Example: to relevant departments for their Tracker attention and response. The Presidential 2002 assured the people of Rand and Bekkersdal on the West the nearby areas that government was concerned and wanted to needs in order hear about people’s about water, to address them. FAQ sanitation, housing, electricity, jobs, etc. were referred to the The national relevant departments. Imbizo all the national compiles a detailed the country, report after the national together with the Focus Week Presidential is essentially a is part of affords government discussions Imbizo heightened period of unmediated communication between the people and government. people The raise their concerns or issues directly with government and get officials responses to their queries. Imbizo commitment to government’s get closer to the people and promote accountability and It is a transparency. campaign taken up by all spheres of government. Imbizo an opportunity to have an insight into people’s concerns over the delivery of services and the betterment of their lives. The campaign promotes partnership between the • local stakeholder/community assessing figure who assists in the impact of the project Imbizo services. communication through Imbizo Case Studies • information a champions – • interviews face-to-face • interviews telephone • questions panel • participatory observations • • media analysis • surveys • monitoring demand for (a) Face-to-face 6.10. From theoryFrom to practice: 6.10. 52255 Style guide backup 1/28/05 10:06 AM Page 49 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage50 page COMMUNICATORS’ HANDBOOK 50 means thatthelocalcommunity access willbeenhanced. This them attheMPCC,andhow education willbebroughtcloserto together withtrainingand illustrate howtheseopportunities The workshopwasalsointendedto opportunities tobettertheirlives. how theycanusethese available tothematMPCCs,and aware ofeconomicopportunities as apilotprojecttomakepeople Department of Trade andIndustry 2002 bytheGCISand Makhuvha inLimpopoOctober two-day workshopwasheldin A solving someofthepriorityissues. tracking servicedeliveryand and concernsintermsoffast- research confirmpeople’s needs its necessity. The resultsofthe Imbizo, andthattheyunderstand ensure thatpeopleareawareof research isalsoconductedto Example: Workshops (b) Workshops arevaluable • threatening way. community inanon- can bebroughtintothe necessary. Issuespecialists issues andtoclarifywhere arranged toelaborateon discussions canalsobe answered. Group be doneandquestions feedback. Presentationscan soliciting theirviewsand community butalso tothe information ways ofdisseminating funeral parlourwasalsoproposed art madefromlocaltimber. A beer, fruitgrowing,woodworkand ranged fromthebrewingof infrastructure/resources. Examples were relatedtothelocal plans forsmallenterprises,which the communitycompiledbusiness day oftheworkshopduringwhich group sessionwasheldonthelast start theirsmallbusinesses. A local resourcesavailabletothem itself needstobecreativeanduse • Roadshows are also part of Roadshowsarealsopart • (c) Roadshows shortages in some areas. shortages inaddressing facility important mass characterandare well tooutdooractivitiesofa event. Theylendthemselves enhancing theallureof screens, etc.allcontributein stage,big performance systems, anattractive nature, theuseofsound visible becauseitstechnical communication evenmore make thistypeof Itwill reach ofgovernment. roadshows byextendingthe enhance thesuccessof vehicles cansignificantly among theyouth.Mobile mass attendance,especially Thisencourages entertainment. dissemination with combining information meet withcommunities, time. Thisiswhereofficials spaceof villages withinashort reaching alargenumberof because oftheirmobilenature, unmediated communication, marula . COMMUNICATORS’ HANDBOOK 51 page tailored specifically for a liaison functions in provinces to liaison functions in provinces the level of district municipalities. There is at least one communication officer in each of the 65 district municipalities and even two in vast or populous districts. Each district officer or MPCC has also established a mini-IRC as a distribution point. partnerships with various community structures, clinics, crèches, NGOs, local governments, etc. businesses, where distribution points have been established and are serviced on a monthly to bi- monthly basis by district-based communication officers. Many of these networks are shared with communicators from provincial and local governments, and there is therefore a growing network of these points nationwide. 1. The process outlined below is 1. The GCIS has decentralised its 2. The GCIS has entered into in Pretoria and one at the in Pretoria and one Parliamentary Office in Cape Please contact the Pretoria Town. 2134 or Cape office on (012) 314 0070. office on (021) 461 Town How can I make use of the GCIS’ distribution network? properly manage distribution To support, the following key principles have been put in place: . Example: Mobile trucks used by the South Mobile trucks used by (SAPS) in African Police Service example of Limpopo are a further good unmediated communication. render Mobile police units who services to rural communities do not have police stations A nearby. detailed Case Study has been developed and is The use available upon request. of mobile facilities has significantly changed the relationship between the SAPS and communities in the areas visited as it has shown that obstacles to service delivery can creatively be overcome. It has also indicated the real concern of government regarding problems these communities experience The GCIS has nine regional offices which each has an Information Resource Centre (IRC), staffed by where an information secretary, material can be sent for distribution. The GCIS also has two additional IRCs, one at head office Through the over 3 000 distribution points established by the GCIS across a strategic opportunity has the country, emerged for government departments that are looking for support and assistance in extending the reach of their distribution strategies. ANNEXURE A: Accessing the services of the GCIS’ regional distribution network – principles and procedures Background 52255 Style guide backup 1/28/05 10:06 AM Page 51 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage52 page COMMUNICATORS’ HANDBOOK 52 .Alanguageprofileforeach 4. needsto Theclientdepartment 3. Ifmaterialhastobedistributed 2. province/region willbe above). campaigns asoutlinedin1 development ofcomprehensive material andnotthe resource distributing information it issimplyamatterof (that is,incaseswhere support programme itisintendedto of content the DevelopmentCommunication with therequestandindicate approach theDirectorate:LLIM bulk distribution. have thecapacitytohandle donot offices andpartners r manageable. TheGCIS of 90000to100are 000 perprovinceas A ruleofthumbisabout10 require procurementprocesses. millions assuchlargevolumes material (fewthousandsandnot manageable sizeofresource needstohavea department networks oftheGCIS,client through regionalanddistrict to theGCISProjectDesk. would insuchcasesbedirected development process,which overall communicationstrategy ofan part would haveformed MAD. Usuallysuchastrategy handled bytheDirectorate: marketing andmediabuying,is campaign, whichincludes of adistributionstrategyfor offices. Thetotaldevelopment regional officesanddistrict withtheGCIS partnership the materialand print runs egional . MaterialmustreachGCIS 9. Oncethisbriefhasbeen 8. Onlyonceaclearagreement 7. Contactdetailsoforganisations 6. Thedatabaseofalldisability 5. the regionalofficesfortheir communication officersmeetat month, alldistrict-based During thefirstweekofa first orlastweekofamonth. regional officesduringthevery Directorate: LLIM. address listprovidedbythe regional offices,basedonan material attheirowncostto agreed to,theclientwillpost targetgroupsare. the primary datesandwho expect, delivery details ofthequantitiesto regional managerwiththe brief senttoeachGCIS Directorate: LLIM,isadetailed andthe client department has beenreachedbetweenthe organisations iftheneedarises. tothese outsource theirservices request, sothatclientscan needs arealsoavailableon which caterforthesespecial which canbemanaged. example, Braillematerial, assess thequantitiesof,for and tocaterfortheirneeds reach disabilitygroupsaswell assistsclientsto the country groups/organisations around province/region. send toeachspecific the quantitiesandlanguagesto provided toguidetheclienton COMMUNICATORS’ HANDBOOK 53 page directly to the GCIS regional offices, without the written approval of the Directorate: LLIM, will not be distributed. with a distribution profile indicating where the material was distributed and to which primary groups. b. will provide the client We (012) 314 2133 or 314 2199 10. Any resource material sent For more information contact the Directorate: LLIM on educational and notice distribution – that is where the material is dated and has to be distributed within a limited timeline. We only handle information which products have a longer shelf-life and where your need is to extend the reach and access of your products, especially to rural communities. a. short- do not handle We monthly staff meeting. The monthly staff meeting. Information in the Secretaries material IRC will divide your into district-based distribution for their groups. Upon leaving regions, our communication material officers will take the with them and start the using the distribution process following principles: 52255 Style guide backup 1/28/05 10:06 AM Page 53 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage54 page COMMUNICATORS’ HANDBOOK 54 base forprogrammesandinformation Operational MPCCsareintendedasa lives byprovidingusefulinformation. of suchaccessistoimprovepeople’s Thepurpose andservices. information awareness aboutgovernment MPCCs provideaccesstoand for eachdistrictandlocality. WIMS, whichtheGCIShasdeveloped ofthe part interest groupswhoform regard istheabilitytotargetspecific in this at June2004).Mostimportant 65 operationalMPCCsnationwide(as local communitylevel,especiallyatthe strong presencehasbeendevelopedat Through theGCISregionalofficesa campaign atMPCCs? Do youwanttoruna offices with theGCISregional communication campaign How todevelopa both MPCCsinOctober2002. workshops weresuccessfullyheldin Development Communication presented theirproducts.Such stakeholder meetingswherethedti Free Statewereabletoarrange Mpumalanga andNamahadiinthe in MPCCsatMatsamo GCIS communicationofficersbased organised structuresofbusiness. municipalities andthevarious Economic Developmentofficersof Local economic service-providers, small businesses,community-based economic stakeholdersbethey to engagewithlocallevel Trade (thedti)wished andIndustry of For example,theDepartment their campaignsandservices. to theseCentresthroughintensifying toaddvalue departments government MPCC islaunched,thevisionfor meetings, tomentionbutfew. Oncean distribution campaignsandcommunity campaigns, MPCCs tocommunitiesthrough offeredby enhancement oftheservices Directorate: LLIMin2002,wasthe GCIS intheestablishmentof Among therolesenvisagedby MPCCshavebecomestrategic • MPCCsofferplacesforcontinuity • GiventhattheGCIShas • isaplacewherecommunities It • Itisastrategicaccesspoint,which • using anMPCCinclude: Some oftheadvantagesin around theMPCC. communities thansimplythose wider networks,contactpointsand They areassuch‘gateways’to ofdistricts. the mostremotepart hubs ofwidenetworksreachingto istheretoserve. government in lettingcommunitiesknowthat and aftercare,areinstrumental more inclusive. processes aresomucheasierand consultation andparticipation community areknownand affected role-playersineach MPCC,therelevantand every established alocaldatabaseat FAQs andappropriateanswers. providers –aplacetogenerate torelevantservice- and reported programmes canbedocumented they askaboutgovernment gather andwherethequestions is wellknowninthecommunity. Izimbizo , roadshows, COMMUNICATORS’ HANDBOOK 55 page For more information in this regard, 314 2293. please contact (012) add value to an If you simply wish to in a specific MPCC or are interested at an MPCC, line-function campaign 314 2133. please contact (012) the strategic Have you considered value which MPCCs can add to your campaigns? strategic value additions and strategic value additions partnerships. This has already been a wide range successfully tested with of government departments. feel Please this regard. free to contact us in the Project The GCIS has established Desk as an entry for the design point of crosscutting communication campaigns. 52255 Style guide backup 1/28/05 10:06 AM Page 55 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage56 page COMMUNICATORS’ HANDBOOK 56 7.1. The local government 7. TOWARDS A Communication structures, • Theinvolvementoflocal • TheMunicipalStructuresAct, • GOVERNMENT SYSTEM AT LOCAL COMMUNICATION communication system partnerships. concrete buildingof are inextricablylinkedtothe delivery service government The challengesoflocal inparticular.local government Action ingeneralandthatof Programmeof Government implementation ofthebroad change issignificantinthe people asagentsofsocial lives forthebetter. inimprovingtheir citizenry communication withthe democracy anddirect openness, participatory transparency, accountability, and obligehighlevelsof communicators government obligations onlocal Africa,1996 placeunique Constitution ofSouth Act,2000andthe Information 2000, theAccessto 1998, MunicipalSystemsAct, to time. play themselvesoutfromtime communication challengesthat be wellcapacitatedtomeetthe stageandmaynot formative levelareinthe government systems andprocessesatlocal 7.2. Partnership withthe 7.2. Partnership Makgotla meetings suchasan community newspapersand include communityradiostations, Thesechannelsmay information. channels communitiesusetoshare Local mediaconsistsofthose The communicationsystem • • It is necessary toengagethe Itisnecessary • • Build partnerships withthe Buildpartnerships • Communicatorsmustrecognise • media co-ordinated manner. integrated, consistentandwell communicated inan national GCS,is the President’s SoNAandthe asoutlinedinboth government the centralmessageof fundamental toensuringthat sphereis government human andcapital,inthelocal fashion. Buildingcapacity, both integrated andcoherent an efficient,co-ordinated, tocommunicatein government should enablelocal community mediaandAfrican delivery.service hope aroundgovernment communicate amessageof centrality oflendingahandto the reaffirm and further and trustinlocalgovernment, the needtobuildconfidence programmes. around ruraldevelopmental objectively andaccurately local mediatoreport . Indaba or COMMUNICATORS’ HANDBOOK 57 page the media environment to develop timely responses. recommendation/s on responsibility and guidelines. media outreach programmes policy and strategy o Ensure proper monitoring of o Make model o Make programme o Awareness guidelines. o Develop o Formulate guidelines for o formulate a draft media To o guidelines. Establish local Press Clubs o Develop Information Act, 2000 local government communication • Monitoring • Spokesperson • of Access to Promotion Capacity-building entails building tools, skills and support to enable councillors and officials to do their work effectively and efficiently. There is a need to create an enabling environment for structures and processes for coherent communication. The following were identified as key skills needed to build capacity and consolidating the local government communication system: 7.3. Capacity-building for programmes o Engage in media outreach Building positive working relationships with the media communicators to be able to analyse the local media environment and respond effectively when questions about service delivery arise, often out of negative media reporting. Such a role is usually heightened during election periods as issues of service deliverylevel at local significantly impact the relationship with the media. Guidelines for government communicators during an election period are issued by the GCIS and should be complied with by local government communicators. (See page 14). professional cadre of communicators the local government will be able to who engage the media effectively and efficiently in the process of social change. language radio stations to language radio stations ensure that local government in messages are communicated by the a way best understood target audience. • It is important for local • • and build a Capacitate Important actions to ensure an effective partnership with the media include the following: 52255 Style guide backup 1/28/05 10:06 AM Page 57 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage58 page COMMUNICATORS’ HANDBOOK 58 communication includethefollowing: forlocalgovernment interventions capacity-building Important communication skills. policyandlinguisticor government management; understandingof planning andstrategy;events media liaison;communication facilitation; negotiation;research; community liaison;networking; African LocalGovernment System (GCIS),thedplg,South Communication andInformation The Government environment. arise inthecommunication capacity toissuesthatmay facilitate rapidresponse communicators willhelp local government electronic distributionlistfor and thecreationofan and CommunicationTechnology The utilisationofInformation and support. communication infrastructure resource development, financial resourcesforhuman Municipalities shouldprovide effectively. communicate simplemessages skillsto them withtherequisite officials withaviewtoequip communicatorsand government capacity forbothlocal There isaneedtobuild Programme ofAction. implementation ofgovernment’s people inthepractical popular involvementofthe by promotingactiveand needs ofallsectorssociety has tomeettheinformation system The localgovernment ..Enhancingcitizens’ 7.4. Communicationiscentraltolocal • • participation interactive governance and interactive governance All municipalitiespromote governance. democracy andinteractive are fundamentalforparticipatory programmes Municipal outreach and directcommunication. enhance citizenparticipation and for municipalitiestopromote campaigns provideopportunities and Letsema people incommunities. bettering thequalityoflife in challenges andopportunities hope abouttheprogress, communicating amessageof in residents toparticipate role itplaysinmobilising This islargelyasaresultofthe tothecitizenry. quality services of andtheprovision governance way. andnon-formal both inaformal and networkingcantakeplace, whereco-ordination platforms / effective useofallforums This wouldbeaidedbythe communicates withonevoice. to ensurethatgovernment communication systeminorder local government ofthe character andnature strategies helpshapethe provincial communication Communication Systemand that theGovernment provincial HoCsshouldensure Association (SALGA)and Vuk’uzenzele (ariseandact) (communal volunteerism) COMMUNICATORS’ HANDBOOK 59 page in accordance to promote direct Letsema with the theme months to with the theme months and heighten communication, also through private-public partnerships to enable communities to become their own governors in the process of social change. and municipal level help to promote participatory two-way interaction democracy, with the citizenry and interactive governance around community development projects and economic opportunities. Building partnerships with the communities, NGOs, CBOs, FBOs, trade unions, schools and all social formations and community media assists in mobilising citizenry support for outreach programmes. Izimbizo communication with the citizenry on government programmes, supplemented by the use of MPCCs as a Development Communication methodology. The ways of increasing citizen participation may include: • Outreach programmes at ward • • Adopt The establishment of a system of government communicators has largely focused on national and provincial spheres of government, as these were historically better 7.5. Structures and systems Izimbizo discussions and community halls for live transmissions of, for example, the – to SoNA and Budget Votes ensure that people are involved, and participate in communities, NGOs, community- based organisations (CBOs), faith-based organisations (FBOs), trade unions, schools and all social formations in the development, implementation and monitoring of IDPs and other community projects, which may better the quality of life of communities. that shape and enhance their lives. utilise MPCCs as places of Development Communication and increased dialogue with the public. communication through to promote direct communication with the citizenry the around implementation of the Government Programme of spoken in Action in the language Where that municipality. Municipal Outreach Programmes be do not exist, they can developed as effective two-way interaction vehicles around the community development projects, economic opportunities and especially IDP processes. • Municipalities could use MPCCs • Build partnerships with the • Municipalities could effectively 52255 Style guide backup 1/28/05 10:06 AM Page 59 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage60 page COMMUNICATORS’ HANDBOOK 60 municipality. communication acrossthe co-ordination andintegrationof however, morediverseandrequire communicationunitare government bythelocal audiences tobeserved media functionaries.Target public relations,marketingand and toalargeextentstillare, communicatorswere, government resourced andstructured.Local • The GCF meets quarterly to TheGCFmeets quarterly • ASALGACommunicators’ • Communicationunitsand • planning tofulfilthe substantive discussionsandjoint through of government across allspheresandsectors communication opportunities plan andidentify communicatorsto government for provide aplatform in thePresident’s SoNA. the coremessagepronounced strategies inaccordancewith and nationalcommunication strategies withtheprovincial municipal communication others, addressthealignmentof annual event,whichwillamong Conference isenvisagedasan Manager. Office oftheMunicipal Mayor, withstronglinkstothe located intheofficeof trend thatunitsareideally Itisa the localgovernment. the communicationobjectivesof andmeet andexternal) (internal a numberoftargetaudiences manner thatablesthemtoserve structures arestructuredina Allmunicipalities should • Districtsareencouragedto • Provincesshouldestablish • investigated. into theGCFarebeing integration oflocalgovernment Mechanisms tostrengthenthe delivery.accelerate service Government’s commitmentto at locallevel: following communicationtasks to addresssomeofthe Communicators’ Forum(DCF), establish aDistrict or integratedwiththePCF. either asastand-alonestructure SALGA provincialstructures Cape. in theEastern practice exampleisoperational relevant parastatals.Abest intheprovinceand government from allthreespheresof can comprisecommunicators district level.Suchacoreteam municipalities atlocaland strategising sessionsfor facilitate communication a subcommitteeofthePCFto CSRT isamechanism(possibly Resource Teams (CSRTs). The Communication Strategising are encouragedtoestablish Communication Forums(PCFs) regard Provincial year. every Government Inthis central messageofthe ensure alignmentwiththe communication strategies,and develop theirown representative oflocal establish aforum/network COMMUNICATORS’ HANDBOOK 61 page divided between political and administrative structures. Communication should be Communication should located within the office of the Executive Mayor/Mayor, the and take direction from However there Mayor. should be strong linkages with the Municipal Manager/City Manager and the staff should report administratively to the Municipal Manager/City Manager. The HoC should be part of the decision-making process of management. He/She needs to advise management about best communication practice and to alert communication staff about breaking news or potential alert situations arising from management meetings and discussions. This allows for rapid, pro- active response to the media and adds to the credibility and image of the municipality as one which is well organised. to ensure an actions municipalities within a municipalities within district meet monthly or quarterly of to deal with a review district and local communication strategies serve an in-house training forum and address any other business relating to communication in government serve as point of contact for communication efforts from both provincial and national level act as a mechanism of local government representation to the provincial and national communication forums co-ordinate and network communication programmes with ward committees, thereby strengthening citizen participation. Communications should be one department/unit and not Important effective system and processes in local government communications, include the following: 52255 Style guide backup 1/28/05 10:06 AM Page 61 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage62 page COMMUNICATORS’ HANDBOOK 62 8.1. Contributions tothe 8. Marketing and advertising equitable distributionofadspend media bulk-buyingagency, prioritises The bulk-buying contract. ingovernment’sshould participate thatalldepartments importance communication, itisofcritical equitable targetingof promote practices thatfurther in pursuingmediaprocurement use ofresourcesandconsistency delegation. To promoterational to utilisetheGCISmediabuying contract andarethusauthorised inthe participate departments Currently, morethan14 government. establishment ofthefacilityfor discounts broughtaboutthe pursuance ofcostsavingsand expenditurein annual advertising The poolingofgovernment’s government. savings wouldaccruefor centralised buying,substantial with bettermediaplanningand waswastefulandthat government found that that with theComtaskReport wasestablishedinline service media spaceandtime.This contract forthebulkbuyingof In 1998,theGCISinitiateda Bulk-buying contract process industry advertising transformation ofthe GCIS, incollaborationwiththe ad hoc advertising by advertising AllHoCswillberequiredto • expenditure Advertising • will Annualorbi-annualsurveys • HoCs’ Departmental • 8.2. Mechanisms tomonitor through thefollowingtactics: Tailoring messagesto • Monitoringgovernment’s • Post-campaignanalysisto • Proper targetaudience • compliance and facilitate Directorate: MAD. totheGCIS’ reports be requiredtosubmitquarterly media bulk-buyingfacilitywill intheGCIS not participate the GCF. whichdo Departments presentation willbemadeto basis,anda quarterly willbemonitoredona patterns baselineresearch. Index report TransformationAdvertising adspend againstthe be donetotrackgovernment System. through thePeerReview compliance willbemonitored access toresources. lines oflanguageand specific groupsalongthe note anyvariations. appropriate channels,and to promoteuseofthemost onamonthlybasis patterns expenditure advertising valueformoney.determine consumption habits. with theirmedia are accessedinaccordance within LSM1–4grouping target audiencesfalling segmentation toensurethat COMMUNICATORS’ HANDBOOK 63 page projects and obtain the cost data differences between the current and past projects current project to suit cost fluctuations for each major activity or cost driver estimates management plan, which marketing and advertising activities o identify similar previous o identify similarities and o adjust the cost estimates of the o obtain the approximate rates o document the total cost o compile a resource o key messages develop o a budget adopt o link the budget to specific o project implementation plan. Cost-breakdown structure This includes a number of specific actions necessary determine to the cost of each task and the project as a whole. This task requires that the cost allocated to each task ultimately rolls up to an approved total cost. The components of this process are: (a) Estimating costs REMEMBER! objective is to alter the Your environment in which you communicate by eliciting favourable responses from your audience and influencing their behaviour without resorting to propaganda. Basic steps to maximise advertisingBasic steps to maximise and marketing in government communication: may request the GCIS’ Directorate: MAD division to provide available media research findings) report the implementation of on Statement of the the Values marketing and communications on 23 April adopted industry, 2003, and to monitor the contributions towards transformation process. capacity- workshops and other building initiatives for all communicators to ensure that they are kept informed of the developments in the industry. will assist bulk-buying facility, departments to develop realistic strategies and plans, facilitate pre-testing of messages and actual placement, and conduct post-campaign analyses to measure impact against set objectives. awareness campaign o set clear objectives o iIdentify target audiences. (You The Minister has asked you to head the team that will be responsible for marketing and advertising. may This look like a daunting task but if you follow the friendly advice, you will be able to achieve your communication objectives. A good starting point to launch an awareness campaign is a brainstorming session with your team. The session should focus on the following: 8.3. How to launch an 8.3. • The GCIS will facilitate • The GCIS, through the media 52255 Style guide backup 1/28/05 10:06 AM Page 63 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage64 page COMMUNICATORS’ HANDBOOK 64 b Compilingabudget (b) in ordertosecurethelevelsofbulk firstprocesstobecompleted The very Disclosure ofbudgets citizens. government tocommunicatewithits and fulfilthevitalrequirement of minimise thepotentialforfinancialrisk bestworkingpracticeto the very These guidelinesareanattempttodefine advertising. from thehugefinancialinvestmentin which thebestvaluecanbeextracted guidelines andrequirementsthrough The GCIShasdevelopedthefollowing and advertising: Procedures forbulk-buying outcomes. is justifiedbyyourpredetermined therefore ensurethatthemoneyspent dealing withpublicfundsandshould programmes, rememberthatyouare activitiesand promoting departmental When buyingspaceinthemediafor 8.4. Mediabuying o create anexpenditureplanby create o summariseprojectcost o and totalprojectcostestimates. infrastructure requirementsplan, should includeastaffand performing thefollowing: performing estimates bytimeperiods collatetheexpenditureplan – whentheseitems determine – Identifyitems,whichwould – into aprojectbudget. and thecashflowstatement must beorderedorpurchased require tenderprocedures financial year. been budgetedfortheforthcoming the totalfinancialinvestmentthathas GCIS isthefullandearlydisclosureof discount thatareappropriatetothe Stage 4. Financial andbilling Campaign monitoring Stage 3. Planning andbuying. Stage 2. Planning andbuying– Stage 1. GCIS andthemediaagency. the Interaction betweendepartments, planning andbuyingagency. /creative sourceandthemedia HoCs, theGCIS,creativeagency- four principals,namely:Departmental working ontheGCISwillconsistof the beginning.Theoverallteam campaign developmentprocessfrom media plannerisinvolvedinthe target market,itisessentialthatthe choices availabletoreachagiven With thewealth of communication Media Whoshouldparticipate? o Preparing abrief: agency. buying agency, andthecreative appointed mediaplanningand GCIS clientco-ordinator, the HoC oranydesignatedperson,the briefing. Theseshouldincludethe campaign shouldbepresentatthe All stakeholdersinvolvedinthe buying Tactical mediaplanning and Media strategy modus operandi procedures. COMMUNICATORS’ HANDBOOK 65 page numbers communication campaign will begin. communication campaign At all times the departmental co- GCIS official ordinator and relevant available to should make themselves questions that the agencies to answer of the affect the effectiveness the beginning of campaign. This is just and the the communication process as the startingbrief can often be seen point from which the final campaign will evolve. The media buying department will then book and confirm space/time, check the campaign for clashing interests and issue the creative agencies with media chase lists detailing insertion/flighting dates, sizes/duration of advert material and deadlines. The creative agency will then supply the media buyer with TV/radio flighting codes and print key numbers/captions. The media buyer will then prepare and issue flighting schedules and copy instructions to the relevant media owners. In the event of any misflightings or poor reproduction, the media buyer will then negotiate compensation and advise the GCIS accordingly. o Issuing of purchase order Each approved media schedule, print, radio or whether it be TV, cinema, requires its own individual purchase order number which is to be attached to the schedule at the time of signing off by the GCIS. This purchase order number is essential in that it provides physical proof that the buying agency has received approval to secure the time and space as detailed on the Implementation Plan and Buying applicable) o campaign brief o budget o date o department/s, section (if o campaign o control number o issued by o deadline requested o agreed deadline. The following is a checklist that includes all the elements required by a media agency to deliver the appropriate media strategy and tactical plan that will guide the buying of the media time and space required to deliver the campaign results. For administration purposes, the following generic information is required: place? timeframe, There is no standard always take except that it should place as early as possible. what? The media planning and buying agency is appointed as the sole media strategic and tactical media agency for the GCIS and as such, is paid a fee to provide its services. The appointment is made on the basis of competency and suitability for the task. What are the next steps? Once the brief has been received and accepted by the agencies, work toward the delivery of the o Content of the brief o take When should it o Who is responsible for 52255 Style guide backup 1/28/05 10:06 AM Page 65 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage66 page COMMUNICATORS’ HANDBOOK 66 Every organisation,companyorbrand Every What isCorporateIdentity? 8.6. Managing theCorporate sincedistributioncanbeatime o whereappropriatethematerial o yourmethodofdistributionmust o ensurethatthematerialistailored o audiences, doconsiderthefollowing: distribution ofmaterialtoyourtarget If yourmarketingstrategyincludesthe 8.5. Distribution following month’s account. specific monthwillbeincludedinthe Any debitsorcreditspassedfora Reconciliationofaccount o base rate. and chargedat2%overthestandard Overdue paymentswillbereconciled Penaltiesforlatepayment o GCIS account. musttransferfundstothe departments Before ordernumbersareissued, timeorspace. secure andconfirm number theyarenotinapositionto Brief. Without thispurchase order Consult withtheGCISregard reputable distributionagency. ofa employ theservices intensive activity, youmaywantto consuming, costlyandlabour must bedistributedelectronically. issues. language, genderandcultural your audiences(urban-ruraldivide), take intoaccountthelocationof audience. to theneedsofyourtarget to suitableagencies. Identity oftheGovernment a promotionalleaflet. campaigntothedesignof advertising promotional activityfromahigh-profile aspectof vehicles, andevery signage; customerinformation; marketing literature;buildings; created bytheidentity:stationery; contribute tothebrandarchitecture and colours,thefollowingall ways. Inadditiontoitslogo,typeface Visual identitymanifestsitselfinmany key role. appearance orvisualidentityplaysa relations profile.Naturally, itsvisual corporate toneofvoiceandpublic ambitions ofitsemployees,the products, thesharedvaluesand or effectiveness ofitsservices identity ofanorganisationincludesthe Thecomplex organisation concerned. understand andclearlydescribethe stakeholders andstafftorecognise, customers, audiences,suppliers, it fromcompetitors.Itallows has adistinctidentitythatdifferentiates that documentsandotherproducts recognisable corporateimagingand buildingshave all government recommendation: ’Itisproposedthat from thefollowingComtaskReport wasderived Identity forgovernment The initiativetoestablishaCorporate country. and politicalenvironmentofthe bythesocio-economic are determined environment. Oftenthesechallenges andcommunication service competitive challenges inavery vast andconfrontedwithamultitudeof The publicsectorinSouthAfricais government? Why CorporateIdentityfor COMMUNICATORS’ HANDBOOK 67 page The Department of Arts and Culture, of Heraldry, through the Bureau the national registers and promotes symbols. Part is of the responsibilities of the symbols to protect the integrity through the HeraldryAct, 1942 (Act general 18 of 1942), and the to the guidelines made available of Heraldrypeople. The Bureau registered the design of the Coat of Arms, thereby assuming responsibility to protect and promote it. In 2001, the GCIS initiated the design of the new Coat of Arms and commissioned research on the application of the Coat of Arms into the Corporate Identity programme for government. main objective of this The research was to solicit input from the key roleplayers on how the Coat of Arms should be applied consistently as branding throughout government. The research reporta number of made recommendations, including the development of a branding manual. The Coat of Arms National Corporate Identity Guidelines regulate the use of the Coat of Arms as branding for government. The Guidelines communicate the important message on the respect and limits to the use of the Coat of Arms, to further protect them from unjust commercial exploitation and abuse. The Guidelines also help in the popularisation of the Coat of Arms. address the current inconsistent To application of the Government Brand, the GCIS developed a Corporate Identity Manual for government. The Manual will facilitate easy recognition of communication from government by the public. What is the Corporate Identity for government? The ushering in of democracy in South Africa meant that the national symbols had to reflect the principles of the new era. The National Flag was introduced in 1994. The Cabinet approved the highest visual symbol of the State, the National Coat of Arms, as the official Corporate Identity for governmentin March 2000. The National Coat of Arms was launched on 27 April 2000. have a design or official logo that have a design or official and makes them easily identifiable accessible.’ applying the Coat This is addressed by of Arms strategy for the to a branding whole of government. Government departments with compete each other for staff, funding, customer service and a share of voice and mind. This is a minor phenomenon when compared to the extent of the competition for the same resources and assets with the private sector. The only way to achieve success in such a highly competitive arena is through differentiation, by developing a distinctive brand personality and set of key values, which appeal to the State’s audiences. When well managed, Corporate Identity can be a powerful means of integrating the many departments and programmes success. It can essential to the State’s also provide the visual cohesion necessary to ensure that all corporate communications are coherent with each other and result in an image consistent with the State's ethos and character. 52255 Style guide backup 1/28/05 10:06 AM Page 67 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage68 page COMMUNICATORS’ HANDBOOK 68 identificationofkeyplayersand o crisisanticipation(Drawingof o leadership project o clearstrategyandProgramme a of o identificationofcostsandcapacity o thoroughresearchofitsobjectives, o upon, itmustbeprecededby: When acampaignistobeembarked manner.particular understand andplancampaignsina paradigm requirescommunicatorsto challenge isthatadevelopmental guarantee reasonablesuccess.Another there arebasicstepsthat essentialto variety ofchallenges.Forallthem have presentedcommunicatorswitha many more.Manyofthesecampaigns Taxi RecapitalisationProgramme,and Alive campaign,HIV/AIDSawareness, hasdealtwiththeArrive government management. To namejustafew, the campaigns, whichrequiredplanningand have hadtodealwithspecific political dispensationcommunicators Over thepastfewyearsofnew 8.7. Campaignmanagement timeframes scenarios andpossiblesolutions) Action needed possible consequences audiences, feasibilityand Project initiation Monitoring evaluation and Project designprocess flow Brainstorming Implementing the project plan ifyouaretoselectanagency o decisionontheleading o consistent,efficientandeffective o maximum success. toachieve steps youhavetoundertake project. Itwillhelpyoumanagewhat when managingacommunication communicator toidentifykeyissues This processseekstoguideyouasa Project Design projects effectively Managing communication B. Project designprocess 5. Theme Supervisor ProjectLeader(client) 4. ProjectLeader(GCIS) 3. 2. Client 1. Project Title A. Project identification flow crucial. of thecampaign.Efficiencyis manage acampaign,haveclear campaign ifnecessary communication voiceonthe audience communication withthetarget guidelines, basedontheobjectives developing project Planning and resources Allocate plan COMMUNICATORS’ HANDBOOK 69 page ELECTRONIC MEDIA Services SABC Television Mail:Street: 2006 PARK, Private Bag X1, AUCKLAND Artillery Road, Auckland Park, JOHANNESBURG Tel:Fax: (011) 714 5150 (011) 714 5180 SABC Radio Mail:Street: 2006 Private Bag X1, AUCKLAND PARK, Artillery Road, Auckland Park, JOHANNESBURG Tel:Fax: (011) 714 5150 (011) 714 5180 SABC AFRICA Mail:Street: 2006 Private Bag X1, AUCKLAND PARK, Artillery Road, Auckland Park, JOHANNESBURG Tel:Fax: (011) 714 6362 E-Mail: (011) 714 5014 [email protected] M-Net Television Mail:Street: PO Box 2963, PINEGOWRIE, 2123 JOHANNESBURG Drive, Randburg, 137 Hendrik Verwoerd Tel:Fax: (011) 686 6000 E-mail: (011) 686 6666 [email protected] ETV Mail:Street: PO Box 12124, Mill Street Gardens, CAPE TOWN, 8010 Darters Block B Long Kloof Studios, Road Gardens, CAPE TOWN Tel:Fax: (021) 481 4500 E-mail: (021) 481 4520/4630 [email protected] 567 Mw Cape Talk Mail:Street: PO Box 567, VLAEBERG, 8018 Radio Building, 183 Bree Street, CAPE TOWN Cape Talk Tel:Fax: (021) 488 1500 E-mail: (021) 488 1550 [email protected] 52255 Style guide backup 1/28/05 10:06 AM Page 69 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage70 page COMMUNICATORS’ HANDBOOK 70 -al [email protected] (012)6570104/5 E-mail: (012)6739100 Fax: Tel: 1SamrandAvenue, KosmosdalExt11,Midrand,JOHANNESBURG POBox11961,CENTURION,0046 Street: Mail: Jacaranda fm [email protected] (011)2823900 E-mail: (011)5063200 Fax: Tel: 5GwenLane,Sandown,Sandton,JOHANNESBURG POBox3438,RIVONIA,2128 Street: Mail: Highveld Stereo [email protected] (031)5663531 E-mail: (031)5709495 Fax: Tel: EastCoastRadioHouse,315 UmhlangaRocksDrive,Umhlanga, PrivateBagX9495,DURBAN,4000 Street: Mail: East CoastRadio [email protected] (011)4085249 E-mail: (011)4085235 Fax: Tel: JorissenPlace,6thfloor, JorissenStreet,Braamfontein,JOHANNESBURG POBox782,AUCKLANDPARK, 2006 Street: Mail: Classic fm [email protected] (011)2805585 E-mail: (011)2803000 Fax: Tel: Times Avenue, MediaHouse,4Bierman Rosebank,JOHANNESBURG POBox1745,SAXONWOLD,2132 Street: Mail: Business DayRadio [email protected] (011)5063633 E-mail: (011)5063200 Fax: Tel: 5GwenLane,Sandton,JOHANNESBURG POBox5572,RIVONIA,2128 Street: Mail: 702 Talk Radio DURBAN COMMUNICATORS’ HANDBOOK 71 page PORT ELIZABETH PORT JOHANNESBURG Point, CAPE TOWN Kaya fm Mail: 2121 Street: PARK, PO Box 2869, PARKLANDS Rosebank, JOHANNESBURG 38 cnr Bolton Road and 4th Avenue, Tel:Fax: (011) 442 5544/48/49 E-mail: (011) 442 3509 [email protected] Punt Geselsradio Mail:Tel: Private Bag X201, MIDRAND, 1685 Fax: (011) 655 5014 E-mail: (011) 315 9720 [email protected] Yfm Mail: Postnet Suite 148, Private Bag X31, SAXON WORLD, Street: Office 1A Block A, Regidend Place, Cradock, JOHANNESBURG Tel:Fax: (011) 880 7070 E-mai:l (011) 880 6966 [email protected] Radio Algoa Mail: ELIZABETH, 6065 PORT Street: PO Box 5973 Walmer, Drive, Summerstrand, Marine House, The Board Walk, Algoa Tel:Fax: (041) 505 9497 E-mail: (041) 583 5555 [email protected] Station P4 Radio (Cape Town) Mail: 8051 Street: PO Box 211, GREEN POINT, cnr Sommerset and de Smidt Streets, Green Fatbel Building, 3rd Floor, Tel:Fax: (021) 406 8900 E-mail: (021) 406 8940 [email protected] P4 Radio (Durban) Station Mail:Street: PO Box 4995, DURBAN, 4000 67 Old Fort Road, DURBAN Tel:Fax: (031) 310 9900 E-mail: (031) 310 9914 [email protected] 52255 Style guide backup 1/28/05 10:06 AM Page 71 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage72 page COMMUNICATORS’ HANDBOOK 72 -al [email protected] (021)4479500 E-mail: (021)4474717 Fax: Tel: CAPETOWN Street, Upperwoodstock, 23Saulisbury POBox15479,VLAEBERG,8018 Street: Mail: Iafrica Photos [email protected] (011)2800686 E-mail: (011)2800600 Fax: Tel: InetBuilding,7SturdeeAvenue, Rosebank,JOHANNESBURG,2196 POBox2394,SAXONWOLD,2132 Street: Mail: I-Net Bridge [email protected] (013)7554119/8 E-mail: (013)7554117/8 Fax: Tel: Prominent Centre,Suite30,Louistrichardt,NELSPRUIT POBox6896,NELSPRUIT,Street: 1200 Mail: Africa EyeNewsNetwork [email protected] (011)7821587 E-mail: (011)7821600 Fax: Tel: CotswoldHouse,Greenacres OfficePark,cnrVictoria andRustenburg POBox7766,JOHANNESBURG,2000 Street: Mail: South AfricanPressAssociation(SAPA) [email protected] (011)7753132 E-mail: (011)7753131 Fax: Tel: ChelseaBuilding,138West Street,Sandton, JOHANNESBURG POBox2662,JOHANNESBURG,2000 Street: Mail: Reuters NEWS AGENCIES Roads, Victory Park,JOHANNESBURG Roads, Victory COMMUNICATORS’ HANDBOOK 73 page JOHANNESBURG MORNING NEWSPAPERS (AFRIKAANS) MORNING NEWSPAPERS Beeld Mail:Street: 2006 PARK, PO Box 333, AUCKLAND Park, Media Park, 69 Kingsway Street, Auckland Nasionale Media Ltd, Tel:Fax: (011) 713 9000 E-mail: (011) 713 9956/7 [email protected] Mail:Street: Private Bag X202, PRETORIA, 0001 PRETORIA Park, 1166 Schoeman Street, Hatfield, DLV Tel:Fax: (012) 420 7808 E-mail: (012) 420 7810 [email protected] Burger (Die) Mail:Street: PO Box 692, CAPE TOWN, 8000 40 Heerengratch Street, CAPE TOWN Tel:Fax: (021) 406 2121 E-mail: (021) 403 3965 [email protected] Mail:Street: ELIZABETH, 6000 PO Box 525, PORT ELIZABETH PORT Close, Fairview, Ivor-Benn Tel:Fax: (041) 503 6111 E-mail: (041) 503 6138 [email protected] Volksblad Mail:Street: PO Box 267, BLOEMFONTEIN, 9300 BLOEMFONTEIN 79 Nelson Mandela Avenue, Tel:Fax: (051) 404 7600 E-mail: (051) 430 6949 [email protected] 52255 Style guide backup 1/28/05 10:06 AM Page 73 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage74 page COMMUNICATORS’ HANDBOOK 74 -al [email protected] (021)4616959 E-mail: (021)4616958 Fax: Tel: DieGrooteKerkBuilding,10thFloor, OfficeNo1006,AdderleyStreet, POBox681,CAPETOWN,8000 Street: Mail: (011)2486213/4 (011)2486000 Fax: Tel: 9 Wright Street,IndustriaWest, JOHANNESBURG,2000 POBox43069,IndustriaWest,Street: JOHANNESBURG,2000 Mail: Citizen (The) [email protected] (021)4884717/4744 E-mail: (021)4884911 Fax: Tel: IndependentNewspaperHoldings Ltd,NewspaperHouse,4thFloor, POBox11,CAPETOWN,8000 Street: Mail: Cape Times [email protected] (011)8382693 E-mail: (011)6332484 Fax: Tel: 47SauerStreet,JOHANNESBURG POBox1014,JOHANNESBURG,2000 Street: Mail: Business Report [email protected] (021)4881701 E-mail: (021)4881700 Fax: Tel: Times House,2ndFloor, 35Wale Street,CAPETOWN POBox2447,CAPETOWN,8000 Street: Mail: (011)2805505 (011)2803000 Fax: Tel: Avenue, JohnnicHouse,4Biermann Rosebank,JOHANNESBURG POBox1745,SAXONWOLD,2132 Street: Mail: Business Day MORNING NEWSPAPERS (ENGLISH) CAPE TOWN 122 StGeorge'sMall,CAPETOWN COMMUNICATORS’ HANDBOOK 75 page KIMBERLEY DURBAN PRETORIA Daily Dispatch Mail:Street: 5200 PO Box 131, EAST LONDON, 35 Caxton Street, EAST LONDON Tel:Fax: (043) 702 2000 E-mail: (043) 743 5155 [email protected] Diamond Fields Advertisers Mail: 8301 Street: PO Box 610, KIMBERLEY, and Bean Street, Newspapers Holdings Ltd, cnr Villiers Independent Tel:Fax: (053) 832 6261 E-mail: (053) 832 1141 [email protected] Mercury (The) Mail:Street: PO Box 950, DURBAN, 4000 Newspapers Holdings Ltd, 18 Osborne Independent Street, Greyville, Tel:Fax: (031) 308 2911 E-mail: (031) 308 2333 hub@ann independent.co.za Natal Witness (The) Mail:Street: PO Box 362, PIETERMARITZBURG, 3200 Road, PIETERMARITZBURG 45 Willowton Tel:Fax: (033) 355 1111 E-mail: (033) 355 1122 [email protected] Pretoria News Mail:Street: PO Box 439, PRETORIA, 0001 Street, Vermeulen Independent Newspapers Holdings Ltd, 216 Tel:Fax: (012) 300 2000 E-mail: (012) 328 7166 [email protected] 52255 Style guide backup 1/28/05 10:06 AM Page 75 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage76 page COMMUNICATORS’ HANDBOOK 76 -al [email protected] (031)3082111/2715 E-mail: (031)3082911 Fax: Tel: Street,Greyville, IndependentNewspapersHoldingsLtd,18Osborne POBox47549,GREYVILLE,4023 Street: Mail: Daily News(The) [email protected] (021)4884156/4793 E-mail: (021)4884911 Fax: Tel: IndependentNewspapers,122StGeorge'sMall,CAPETOWN,8001 POBox56,CAPETOWN,8000 Street: Mail: (The) Cape Argus AFTERNOON NEWSPAPERS (ENGLISH) [email protected] (011)7836737 E-mail (011)2172000/2194 Fax: Tel: 3GwenLane,Sandown,Sandton,JOHANNESBURG 3GwenLane,Sandown,Sandton,JOHANNESBURG,2196 Street: Mail: ThisDay (011)8366186 E-mail: [email protected] (011)6339111 Fax: Tel: 47SauerStreet,JOHANNESBURG POBox1014,JOHANNESBURG,2000 Street: Mail: Star (The) [email protected] (011)4748834 E-mail: (011)4714000 Fax: Tel: 61CommandoRoad,IndustriaWest, JOHANNESBURG POBox6663,JOHANNESBURG,2000 Street: Mail: Sowetan DURBAN COMMUNICATORS’ HANDBOOK 77 page East Cape Weekend Post East Cape Weekend Mail:Street: ELIZABETH, 6000 Private Bag X6071, PORT ELIZABETH 19 Bulcan Street, PORT Tel:Fax: (041) 504 7911 E-mail: (041) 585 4966 [email protected] (AFRIKAANS) NEWSPAPERS SUNDAY Rapport Mail:Street: 2006 PO Box 333, AUCKLAND PARK, JOHANNESBURG Auckland Park, 69 Media Park, Kingsway, Tel:Fax: (011) 713 9002 E-mail: (011) 713 9977 [email protected] (EGLISH) NEWSPAPERS SUNDAY City Press Mail:Street: PO Box 3413, JOHANNESBURG, 2000 JOHANNESBURG Auckland Park, Media Park, 69 Kingsway, Tel:Fax: (011) 713 9001 E-mail: (011) 713 9985/6 [email protected] Sunday Independent (The) Mail:Street: PO Box 1014, JOHANNESBURG, 2000 2001 47 Sauer Street, JOHANNESBURG, Tel:Fax: (011) 633 9111 E-mail: (011) 834 7520 [email protected] Sunday Times Mail:Street: PO Box 1742, SAXONWOLD, 2132 Rosebank, JOHANNESBURG Johnnic House, 4 Biermann Avenue, Tel:Fax: (011) 280 3000 E-mail: (011) 280 5150/1 [email protected] 52255 Style guide backup 1/28/05 10:06 AM Page 77 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage78 page COMMUNICATORS’ HANDBOOK 78 -al [email protected] (011)8840851 E-mail: (011)2634700 Fax: Tel: Protea Place,Media24,1stFloor, FriedmanDrive,Sandown, Sandton, PrivateBagX786466,SANDTON,2146 Street: Mail: Finance Week FINANCIAL PUBLICATIONS (ENGLISH) [email protected] (011)8840851 E-mail: (011)2634700 Fax: Tel: ProteaPlace, Media24,1stFloor, 5 FredmanDrive,Sandown, POBox786466,SANDTON,2146 Street: Mail: Finansies enTegniek FINANCIAL PUBLICATIONS (AFRIKAANS) [email protected] (011)7139731 E-mail: (011)7139001 Fax: Tel: RCPMedia,MediaPark,69 Kingsway, AucklandPark, POBox3413,JOHANNESBURG,2000 Street: Mail: Sunday Sun [email protected] (011)4714164 E-mail: (011)4714200 Fax: Tel: 61CommandoRoad,IndustriaWest, JOHANNESBURG POBox30315,WIBSEY,Street: 1717 Mail: Sowetan SundayWorld [email protected] (031)3082715 E-mail: (031)3082911 Fax: Tel: Street,Greyville, IndependentNewspapersHoldingsLtd,18Osborne POBox47549,GREYVILLE,4023 Street: Mail: Sunday Tribune JOHANNESBURG Sandton, JOHANNESBURG JOHANNESBURG DURBAN COMMUNICATORS’ HANDBOOK 79 page JOHANNESBURG JOHANNESBURG Financial Mail Mail:Street: 2132 PO Box 1744, SAXONWORLD, Rosebank, Media House, 4 Biermann Johnnic Communication Avenue, Tel:Fax: (011) 280 3000/5808 E-mail: (011) 280 5800 [email protected] (ENGLISH) PUBLICATIONS WEEKLY Engineering News Mail:2074 Street: PO Box 75316, GARDENVIEW, Gardens, Bedfordview, Bedford 4th Floor, Centre, East Tower, Bedford Tel:Fax: (011) 622 3744/8 E-mail: (011) 622 9350 [email protected] Ilanga Mail:Street: P O Box 2159, DURBAN, 4000 128 Umgeni Road, DURBAN Tel:Fax: (031) 309 4350 E-mail: (031) 309 3489/1938 [email protected] Mail and Guardian Mail:Street: 2006 PO Box 91667, AUCKLAND PARK, Road, Milpark, JOHANNESBURG Media Mill, 7 Quince Tel:Fax: (011) 727 7000 E-mail: (011) 727 7111 [email protected] Post (The) Mail:Street: PO Box 47549, GREYVILLE, 4023 19 Osborne 4000 Street, Greyville, DURBAN, Tel:Fax: (031) 308 2424 E-mail: (031) 308 2427 [email protected] 52255 Style guide backup 1/28/05 10:06 AM Page 79 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage80 page COMMUNICATORS’ HANDBOOK 80 rqec:FM88.4 (013)7991486/1378 Frequency: (013)7991486 Fax: Tel: Office E,BushbuckridgeOld Complex,BUSHBUCKRIDGE POBox2014,BUSHBUCKRIDGE,1280 Street: Mail: FM89.5 Radio Bushbuckridge Frequency: [email protected] (021)4485451 E-mail: (021)4485450 Fax: Tel: 330Victoria Road,SaltRiver, CAPETOWN POBox13290,MOWBRAY,Street: 7705 Mail: FM89.3 Bush Radio (015)5270683 Frequency: (015)5270683 Fax: Tel: BotlokwaMphakane,NexttoTribal OfficeandSatelitePoliceStation POBox1963,DWARSStreet: RIVER,0812 Mail: FM104.1 Botlokwa CommunityRadio Frequency: [email protected] (013)7126591 E-mail: (013)7126590/6 Fax: Tel: 2NatpurRoad,BARBERTON, 1300 POBox9163,BARBERTON, 1300 Street: Mail: FM89.1 CommunityRadio Barberton Frequency: [email protected] (011)8821148 E-mail: (011)4439991 Fax: Tel: AlexsanKopanResourceCentre,cnr12Avenue Street, andSelborne POBox39108,BRAMLEY,Street: 2018 Mail: ALX fm COMMUNITY RADIOSTATIONS Bramley, JOHANNESBURG COMMUNICATORS’ HANDBOOK 81 page Cape Community fm Cape Community Mail:Street: 7950 PO Box 50, MUIZENBERG, 146 Main Road, Muizenburg, CAPE TOWN Tel:Fax: (021) 788 9492 E-mail: (021) 788 9493 [email protected] Frequency:Chinese Community Radio FM 104 Mail:Street: PO Box 623, NOORDWYK, 1687 1788 Essenood Road, Midrand, JOHANNESBURG Tel:Fax: (011) 318 1732/1729 E-mail: (011) 318 3152 [email protected] Frequency:East Rand Stereo MW 835.5 Mail:Street: PO Box 54, SPRINGS, 1560 SPRINGS East Rand Stereo Building, 13 Louise Botha Street, Castle Bay, Tel:Fax: 083 910 0939 E-mail: 083 910 1939 [email protected] Frequency: Radio East Wave FM 93.9 Mail:Street: PO Box 3000, LENASIA, 1820 Ext 8 Lenasia, JOHANNESBURG 7354 Protea Avenue, Tel:Fax: (011) 854 4451 Frequency: (011) 854 4414 Fine Music Radio FM 92.2 Mail:Street: PO Box 1013, CAPE TOWN, 8000 Arts Cape Theatre Centre, Hertzog Offshore, CAPE TOWN Bullawayo, Tel:Fax: (021) 401 1013 E-mail (021) 401 1014 [email protected] Frequency: FM 101.3 52255 Style guide backup 1/28/05 10:06 AM Page 81 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage82 page COMMUNICATORS’ HANDBOOK 82 rqec:FM92.8 Frequency: [email protected] (013)9348673 E-mail: (013)9348669 Fax: Tel: KangalaCommunity Radio,135ASectionD,EKANGALA POBox119,EKANGALA,0121 Street: Mail: FM102.2 Kangala CommunityRadio Frequency: [email protected] (016)8894694 E-mail: (016)8892005 Fax: Tel: BelfastBoulevardStreet,VANDERBIJLPARK, 1911 POBox2,VANDERBIJLPARK,Street: 1900 Mail: FM101.5 Iscorian fm Frequency: [email protected] (031)7092925 E-mail: (031)7092950 Fax: Tel: 49KingsRoad,PINETOWN,3620 Suite221,PostnetX817,NEWGERMANY,Street: 3620 Mail: FM95.9 Highway Radio Frequency: [email protected] (021)8527482 E-mail: (021)8527483/4 Fax: Tel: Entrance,SomersetMall, cnrN2andR44Roads,Northern POBox5509,HELDERBERG,7135 Street: Mail: FM98.0 Radio Helderberg Frequency: [email protected] (032)5333002 E-mail: (032)5333003 Fax: Tel: CANELANDS GivannadiBuilding,SunfieldDrive,Shortlanes, POBox33,CANELANDS,4341 Street: Mail: Good NewsCommunityRadio HELDERBERG COMMUNICATORS’ HANDBOOK 83 page Link fm Mail: 5211 Street: PO Box 18368, QUIGNEY, Building, Pondy Road, EAST LONDON, River Park No 6 3rd Floor, 5201 Tel:Fax: (043) 743 0056 E-mail: (043) 743 0065 [email protected] Frequency:Moutse Community Radio FM 97.1 Mail:Street: PO Box 2000, ELANDSDOORN, 0485 Stand no 2956, Sempupuru, DENNILTON Tel:Fax: (013) 980 0532 E-mail: (013) 980 0059/16 [email protected] Frequency:New Panhellenic Voice FM 95.5 Mail: 1610 Street: PO Box 4077, EDENVALE, Greek Sporting Club, 7 Civin Drive, Senderwood, JOHANNESBURG Tel:Fax: (011) 453 3794 E-mail: (011) 453 3778 MW 828 Overvaal Stereo Mail:Street: PO Box 934, VILJOENSKROON, 9520 VILJOENSKROON 67 Engelbracht Street, Tel:Fax: (056) 343 2077 E-mail: (056) 343 2078 [email protected] Frequency:Pretoria Radio FM 96.1 Mail:Street: Posbus 14935, SINOVILLE, 0129 PRETORIA 378 Brown Pretoria Street, Tel:Fax: (012) 543 0120 E-mail: (012) 567 7394 [email protected] Frequency: FM 104.2 52255 Style guide backup 1/28/05 10:06 AM Page 83 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage84 page COMMUNICATORS’ HANDBOOK 84 rqec:FM90.5 Frequency: [email protected] (032)4815523 E-mail: (032)4815520/2520 Fax: Tel: KRANSKOP, Silverstream Farm, 3268 POBox49415,KRANSKOP,Street: 3268 Mail: Radio Kwezi FM107.9 Frequency: [email protected] (021)5724320 E-mail: (021)5724320/3146 Fax: Tel: 1DollyBusineCentre,Ardennes,ATLANTIS POBox3071,REYGERDAL,7350 Street: Mail: Radio Atlantis FM100.4 (021)6990786 Frequency: (021)6991786 Fax: Tel: Road,Rylands, Radio786Building,05Ernest GATESVILLE POBox364,GATESVILLE, 7766 Street: Mail: Radio 786 FM90.2 (049)8925716 Frequency: (049)8925716 Fax: Tel: SBvanZylBuilding,133ChurchStreet,GRAAF-REINET POBox509,GRAAF-REINET,Street: 6280 Mail: FM87.7 Radio Graaff-Reinet Frequency: [email protected] (028)3164905 E-mail: (028)3164900 Fax: Tel: Radio7,BergsightStreet,Sandbaai,HERMANUS POBox2185,HERMANUS,7200 Street: Mail: Radio 7 COMMUNICATORS’ HANDBOOK 85 page Radio KingFisher Mail:Street: 6005 PARK, PO Box 34403, NEWTON 34 Newton Street, NEWTON PARK Building, Manie Steyn Trust Tel:Fax: (041) 365 5785 E-mail: (041) 364 1038 [email protected] Frequency:Radio Mafisa FM 103.8 Mail:Street: PO Box 7047, RUSTENBURG, 0300 161 Malan Street, RUSTENBURG Tel:Fax: (014) 592 7620 E-mail: (014) 592 3072 [email protected] Frequency:Radio Maritzburg FM 89.9 Mail:Street: PO Box 3446, PIETERMARITZBURG, 3200 Publicity House Building, 177 Commercial Road, PIETERMARITZBURG Tel:Fax: (033) 342 4650 Frequency: (033) 342 6510 FM 107.6 Radio Rippel Mail: 0161 Street: PO Box 9121905, SILVERTON, Persequo Park, SILVERTON 30 Dehaulland Cresent, Tel:Fax: (012) 349 2574 E-mail: (012) 349 2578 [email protected] Frequency: FM 90.5 Radio Shimla Mail:Street: PO Box 659, University of Free State, BLOEMFONTEIN, 9300 of Free State, BLOEMFONTEIN Medical Centre, University Tel:Fax: (051) 448 2048 E-mail: (051) 444 0851 [email protected] Frequency: FM 97.0 52255 Style guide backup 1/28/05 10:06 AM Page 85 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage86 page COMMUNICATORS’ HANDBOOK 86 rqec:FM96.7 Frequency: [email protected] [email protected] (021)9488870 E-mail: (021)9488801 Fax: Tel: NoblePark, cnr CorieandOldPaarlStreets,BELLVILLE POBox4321,TYGERVALLEY,Street: 7536 Mail: FM103.8 Radio Tygerberg Frequency: [email protected] (015)2670152 E-mail: (015)2683062/3 Fax: Tel: POLOKWANE Sovenga, NewAdministrationBlock,UniversityoftheNorth, PrivateBagX1106,SOVENGA,0727,POLOKWANEStreet: Mail: Radio Turf FM106.3,MW1485 (011)8805839 Frequencies: (011)8800369 Fax: Tel: 176JanSmutsAvenue, PARKTOWN NORTH, 0193 POBox2820,PARKLANDS, 2121 Street: Mail: Radio Today FM96.2 (012)7999256 Frequency: (012)7999257 Fax: Tel: TNGMainCampus,Two CollegeRoad,SOSHANGUVE,0116 PrivateBagX07,PRETORIANORTH, 0116 Street: Mail: Radio TNG FM89.1 (053)8333787 Frequency: (053)8333786 Fax: Tel: OldPescodBuilding,31ScalanStreet,NewPark,KIMBERLEY POBox1895,KIMBERLEY,Street: 8301 Mail: Radio Teemaneng COMMUNICATORS’ HANDBOOK 87 page Radio Panorama Mail:Street: 9445 PO Box 605, HENNENMAN, 25 Maryna Street, HENNENMAN Tel:Fax: (057) 573 1005/6 E-mail: (057) 573 1007 [email protected] Frequency:Radio Rosestad FM 107.6 Mail: 9310 Street: PO Box 28894, DANHOF, BLOEMFONTEIN Groenvlei, Cockram Avenue, Tel:Fax: (051) 436 6744 E-mail: (051) 436 7340 [email protected] Frequency: FM 100.6 Rand Radio West Mail:Street: 1731 PO Box 2566, WILROPARK, cnr Swart and Mimosa Streets, WILROPARK Tel:Fax: (011) 768 0270-3 E-mail: (011) 768 0274 [email protected] Frequency:Rhodes Music Radio FM 90.7 Mail:Street: PO Box 94, GRAHAMSTOWN, 6140 Student Union Building, Prince Alfred Street, GRAHAMSTOWN 1st Floor, Tel:Fax: (046) 603 8848 E-mail: (046) 622 8608 [email protected] Frequency:Rainbow fm FM 89.7 Mail: 1725 Street: PO Box 69, ROODEPOORT, 16 Mare Street, ROODEPOORT SIM Communication Centre, Tel:Fax: (011) 763 7440 E-mail: (011) 763 6962 [email protected] Frequency: FM 90.7 52255 Style guide backup 1/28/05 10:06 AM Page 87 Page AM 10:06 1/28/05 backup guide Style 52255 52255 Styleguidebackup1/28/0510:06AMPage88 page COMMUNICATORS’ HANDBOOK 88 rqec:FM99.8 Frequency: [email protected] (015)9624741 E-mail: (015)9628336 Fax: Tel: Building,University ofVenda, Library THOHOYANDOU PrivateBagX5050,THOHOYANDOU, 0950 Street: Mail: FM97.0 Univen Radio Frequency: [email protected] (047)5022801 E-mail: (047)5022829/2875 Fax: Tel: Unitra, UMTATA Building,NelsonMandelaDrive, UnitraCommunityRadio,OldLibrary PrivateBagX01,Unitra,UMTATA,Street: 5117 Mail: FM104.5 Unitra CommunityRadio Frequency: [email protected] (021)6861871 E-mail: (021)6861870 Fax: Tel: of CapeTown, RONDEBOSCH ThirdFloorLeslieSocialScienceBuilding,UniversityAvenue, University PrivateBagX31,RhodesGift,RONDEBOSCH,7700 Street: Mail: FM107.2 UCT Radio Frequency: [email protected] (012)3425313 E-mail: (012)3625316/7 Fax: Tel: StudentCentre,3rdFloor, UniversityofPretoria,PRETORIA POBox13762,HATFIELD, 0028 Street: Mail: FM93.0 Tuks fm (012)7998334 Frequency: (012)7996054 Fax: Tel: Shop45,NAFCOCCentre,SOSHANGUVE POBox200,SOSHANGUVE,0152 Street: Mail: Soshanguve CommunityRadio COMMUNICATORS’ HANDBOOK 89 page Vaal Community Radio (VCR) Vaal Mail:Street: 1930 PO Box 301, VEREENIGING, Mario Milan Drive, Reviera Country Club, VEREENIGING Tel:Fax: (016) 455 4080/1/2/3 E-mail: (016) 455 4084 [email protected] Frequency: of the Cape Voice FM 90.6 Mail:Street: PO Box, VLAEBERG, 8018 CAPE TOWN Salt River, Sablay Building, 2 Queenspark Avenue, Tel:Fax: (021) 447 7262 E-mail: (021) 447 7271 [email protected] Frequency: Community Radio Vukani FM 100.4 Mail: 5460 Street: PO Box 373, ELLIOT, CALA 327 Calusa Building, cnr Bashee Street and Umzimvubu Road, Tel:Fax: (047) 877 0095 E-mail: (047) 877 0143 [email protected] Frequency:Zibonele Community Radio FM 100.3 Mail: 7783 Street: PO Box 294, KHAYELITSHA, 2, KHAYELITSHA Manyano Street, Town Sanco Building, DD Block, Tel:Fax: (021) 361 9344 E-mail: (021) 361 5194 [email protected] Frequency: FM 92.2 52255 Style guide backup 1/28/05 10:06 AM Page 89 Page AM 10:06 1/28/05 backup guide Style 52255