52255 Style guide backup 1/28/05 10:06 AM Page 56 7. TOWARDS A • The communication system COMMUNICATION should enable local SYSTEM AT LOCAL government to communicate in GOVERNMENT an efficient, co-ordinated, integrated and coherent fashion. Building capacity, both 7.1. The local government human and capital, in the local communication system government sphere is fundamental to ensuring that • Communication structures, the central message of the systems and processes at local government as outlined in both government level are in the the President’s SoNA and the formative stage and may not national GCS, is be well capacitated to meet the communicated in an communication challenges that integrated, consistent and well play themselves out from time co-ordinated manner. to time. 7.2. Partnership with the • The Municipal Structures Act, media 1998, Municipal Systems Act, 2000, the Access to Local media consists of those Information Act, 2000 and the channels communities use to share Constitution of South information. These channels may Africa,1996 place unique include community radio stations, obligations on local community newspapers and government communicators meetings such as an Indaba or and oblige high levels of Makgotla. transparency, accountability, openness, participatory • It is necessary to engage the democracy and direct local media to report communication with the objectively and accurately citizenry in improving their around rural developmental lives for the better. programmes. • The involvement of local • Communicators must recognise people as agents of social the need to build confidence change is significant in the and trust in local government, implementation of the broad and further reaffirm the Government Programme of centrality of lending a hand to Action in general and that of communicate a message of local government in particular. hope around government The challenges of local service delivery. government service delivery are inextricably linked to the • Build partnerships with the concrete building of COMMUNICATORS’ HANDBOOK COMMUNICATORS’ community media and African partnerships. page 56 52255 Style guide backup 1/28/05 10:06 AM Page 57 language radio stations to o Formulate guidelines for COMMUNICATORS’ HANDBOOK COMMUNICATORS’ ensure that local government media outreach messages are communicated in programmes a way best understood by the o To formulate a draft media target audience. policy and strategy o Establish local Press Clubs • Capacitate and build a o Develop guidelines. professional cadre of communicators the local • Spokesperson government who will be able to engage the media effectively o Make model and efficiently in the process of recommendation/s on social change. responsibility and guidelines. • It is important for local communicators to be able to • Promotion of Access to analyse the local media Information Act, 2000 environment and respond effectively when questions o Awareness programme about service delivery arise, o Develop guidelines. often out of negative media reporting. Such a role is usually • Monitoring heightened during election periods as issues of service delivery at local level o Ensure proper monitoring of significantly impact the the media environment to relationship with the media. develop timely responses. Guidelines for government communicators during an 7.3. Capacity-building for election period are issued by local government the GCIS and should be communication complied with by local government communicators. Capacity-building entails building (See page 14). tools, skills and support to enable councillors and officials to do their Important actions to ensure an work effectively and efficiently. effective partnership with the media There is a need to create an include the following: enabling environment for structures and processes for coherent • Building positive communication. working relationships with the media The following were identified as key skills needed to build capacity o Engage in media outreach and consolidating the local programmes government communication system: page 57 52255 Style guide backup 1/28/05 10:06 AM Page 58 community liaison; networking; Association (SALGA) and facilitation; negotiation; research; provincial HoCs should ensure media liaison; communication that the Government planning and strategy; events Communication System and management; understanding of provincial communication government policy and linguistic or strategies help shape the communication skills. character and nature of the Important capacity-building local government interventions for local government communication system in order communication include the following: to ensure that government The local government system communicates with one voice. has to meet the information This would be aided by the needs of all sectors of society effective use of all forums / by promoting active and platforms where co-ordination popular involvement of the and networking can take place, people in the practical both in a formal and non-formal implementation of government’s way. Programme of Action. There is a need to build 7.4. Enhancing citizens’ capacity for both local participation government communicators and officials with a view to equip • Communication is central to local them with the requisite skills to governance and the provision of communicate simple messages quality services to the citizenry. effectively. This is largely as a result of the role it plays in mobilising Municipalities should provide residents to participate in financial resources for human communicating a message of resource development, hope about the progress, communication infrastructure challenges and opportunities in and support. bettering the quality of life of The utilisation of Information people in communities. and Communication Technology and the creation of an • Letsema (communal volunteerism) electronic distribution list for and Vuk’uzenzele (arise and act) local government campaigns provide opportunities communicators will help for municipalities to promote and facilitate rapid response enhance citizen participation capacity to issues that may and direct communication. arise in the communication Municipal outreach programmes environment. are fundamental for participatory The Government democracy and interactive Communication and Information governance. System (GCIS), the dplg, South All municipalities promote COMMUNICATORS’ HANDBOOK COMMUNICATORS’ African Local Government interactive governance and page 58 52255 Style guide backup 1/28/05 10:06 AM Page 59 communication through Izimbizo The ways of increasing COMMUNICATORS’ HANDBOOK COMMUNICATORS’ to promote direct communication citizen participation with the citizenry around the may include: implementation of the Government Programme of • Adopt Letsema in accordance Action in the language spoken in with the theme months to that municipality. Where heighten communication, and Municipal Outreach Programmes also through private-public do not exist, they can be partnerships to enable developed as effective two-way communities to become their interaction vehicles around the own governors in the process community development projects, of social change. economic opportunities and especially IDP processes. • Outreach programmes at ward and municipal level help to • Municipalities could effectively promote participatory utilise MPCCs as places of democracy, two-way interaction Development Communication with the citizenry and and increased dialogue with the interactive governance around public. community development projects and economic • Build partnerships with the opportunities. Building communities, NGOs, community- partnerships with the based organisations (CBOs), communities, NGOs, CBOs, faith-based organisations (FBOs), FBOs, trade unions, schools trade unions, schools and all and all social formations and social formations in the community media assists in development, implementation mobilising citizenry support for and monitoring of IDPs and other outreach programmes. community projects, which may better the quality of life of • Izimbizo to promote direct communities. communication with the citizenry on government • Municipalities could use MPCCs programmes, supplemented by and community halls for live the use of MPCCs as a transmissions of, for example, the Development Communication SoNA and Budget Votes – to methodology. ensure that people are involved, and participate in discussions 7.5. Structures and systems that shape and enhance their lives. The establishment of a system of government communicators has largely focused on national and provincial spheres of government, as these were historically better page 59 52255 Style guide backup 1/28/05 10:06 AM Page 60 resourced and structured. Local Government’s commitment to government communicators were, accelerate service delivery. and to a large extent still are, Mechanisms to strengthen the public relations, marketing and integration of local government media functionaries. Target into the GCF are being audiences to be served by the local investigated. government communication unit are however, more diverse and require • All municipalities should co-ordination and integration of develop their own communication across the communication strategies, and municipality. ensure alignment with the central message of the • Communication units and Government every year. In this structures are structured in a regard Provincial manner that ables them to serve Communication Forums (PCFs) a number of target