The government of National Unity (GNU) is alive and kicking – and is raising the bar for all parties to improve their engagement with the public. Communication weaknesses remain a stumbling block as many disparate voices jostle for attention.
Going forward, it will be essential that this noise does not drown out SA’s reform agenda, but that effective communication drives the core messages at the heart of the initiative, at a time when South Africans cry out for action over promises.
The trust deficit between the government and the public is so entrenched that when the state-owned power utility, Eskom indefinitely suspended load-shedding earlier this year, many South Africans assumed it was an election ploy.
As it turns out, South Africans are still enjoying uninterrupted electricity supply long after the May general elections.
The trust gap is illustrated by a recent survey which suggests that South Africans have little trust in the government to deliver services on its own, unless it partners with private-sector businesses.
Only 29% of respondents trusted the government, according to the Edelman Trust Barometer 2024. The survey assessed the influence of trust across society, including business, media and national government organisations (NGOs).
South Africa is working to restore its credibility, and gain public trust, after years of state capture weakened its institutions and ability to deliver services. In a time when information is abundant, but trust is hard to find, the role of government communicators has never been more crucial. As agents for transparency and accountability, they help shape public perceptions and foster meaningful dialogue between the government and citizens.
To maximise this potential, it’s essential to professionalise the field of government communication, providing communicators with the skills, standards, and ethical frameworks needed to drive innovation.
Professional standards and ethics
Government communicators are tasked with conveying complex information clearly and in an engaging manner, often while facing pressure from multiple stakeholders. Their challenges – from misinformation to rapidly evolving digital landscapes – demand a commitment to professional standards and ethics.
Membership in a recognised professional body in South Africa, such as the Public Relations Institute of Southern Africa (PRISA), can help government professionals navigate these challenges by providing crucial framework, best practices and industry guidelines or standards.
By adhering to these standards, government communication professionals can cultivate public trust, enhance the credibility of their messages, and create a foundation for positive citizen engagement. Professionalism is not just about following the rules; it’s about embodying values that reflect integrity, respect and responsibility – qualities indispensable in government communication
Benefits of effective communication
Effective communication in government serves multiple purposes. It informs, educates, and ultimately empowers citizens. Well-crafted messages can dispel misinformation, clarify policy decisions and foster civic communication. When government communicators excel at their jobs, they enhance public understanding and strengthen the democratic process.
Moreover, effective communication can lead to improved crisis management. During emergencies, timely and accurate information can save lives. A well-prepared communicator is adept at managing the message and the medium, ensuring that vital information reaches the public swiftly and reliably. This capability can significantly enhance a government’s response to a crisis, thus instilling confidence in the leadership.
Continuing learning and professional development
Government communicators must commit to lifelong learning to remain at the forefront of innovative communication solutions. This includes continuous learning opportunities to stay abreast of industry trends, emerging technologies and evolving communication strategies.
A large part of this is social media. These platforms have democratised the communication space, enabling public participation in real-time, unlike in the past when traditional media dominated the space. Facebook, X, TikTok, Instagram, and LinkedIn are useful instruments to engage with audiences in real-time. But there are also risks of misinformation, which can harm brands if not managed effectively.
It is for this reason that PRISA is a signatory to a global initiative that is calling on the UN to recognise the importance of responsible communication by establishing it as the 18th Sustainable Development Goal. The initiative spearheaded by Global Alliance for Public Relations and Communication Management argues that responsible communication is the cornerstone of human interaction and societal development, which in turn strengthens democratic processes.
In addition, PR professionals must stay vigilant, continuously monitoring and responding in real-time. Agility, transparency and proactiveness in storytelling cannot be overemphasised.
In this regard, training programmes, workshops and webinars are invaluable resources for professional growth. These opportunities provide essential skills and foster a culture of excellence within the field. For instance, courses on digital communication, data analytics and strategic messaging can equip communications with the tools they need to navigate the complexities of modern governance.
Networking and collaboration
Being part of the professional community allows government communication practitioners to share best practices, learn from peers and engage in collaborative projects.
Networking also provides a platform for mentorship. Experienced professionals can guide newcomers in navigating the intricacies of government communication in all three spheres of government – national, provincial and local levels. This fosters an environment where knowledge and experience are shared for mutual benefit.
Enhancing public engagement
The professionalisation of government communicators will ultimately lead to enhanced public engagement. Innovative communication solutions, such as interactive digital campaigns, community engagement initiatives, and social media outreach, can bridge the gap between government and citizens.
When communicators apply these tools effectively, they can foster a more inclusive dialogue that empowers citizens to voice their concerns and, hopefully, will lead to service delivery protests at municipal levels.
• Tshifure is the President of PRISA, the industry association for public relations practitioners in Southern Africa.