18 May 2005 Briefing to the National Council of Provinces

18 May 2005

Briefing to theNational Council of Provinces

Core mandateCore mandate - - providing leadership in govt communicationproviding leadership in govt communication::Promote citizens’ access to govt info & programmes so they can be active participants in improving their lives & the nation’s well-being

Communication challengesCommunication challenges of the 2nd Decade of Freedom

Beginning of the term of a government Beginning of the term of a government with a detailed, far-reaching programme to implement the mandate of the electorate

Programmes for 2005-06 are a continuation of what was embarked on, sharpened by the communication experience of the past year.

Promoting access to information about govt’s programme of action with focus on implementation

Published:Published:

New programme for 2005New programme for 2005 as soon as finalised by Cabinet

Final update of Final update of 20042004 programme,programme, making govt’s record open to all Mostly implemented

within broad framework set

New programme addressing delays

Published:Published:

Update in May on progress Update in May on progress in 2005 prog. in 2005 prog. after 1st cycle of cluster reports to Cabinet.

Multi-media communication campaign using all languages in progress

Widest dissemination possible of programme of action for 2005-06

Promoting access to information about govt’s programme of action with focus on implementation

InnovationInnovation

Publication in photo-story format, serialised in papers reaching poorer segments of newspaper readership. Soon appearing as a magazine with further information on the Programme.

Promoting partnership and participatory democracy

Ongoing Ten Year celebrations Women’s Month 16 days of Activism

The themes of participation and partnershipparticipation and partnership are increasingly finding strong public response, reflected in increased impact of some of the major communication campaigns:

Recognition of the importance of this campaign for the realisation of rights is reflected in additional funding for it in 2005/06 budget.


The challenge is to retain its participatory character as a platform that builds partnership for growth and development.

This interactive style of communication is becoming increasingly part of the fabric of our democracy, including at provincial and municipal level

In May this year the President initiated a new phase of imbizo, focusing in deepening democracy and improving service delivery in municipalities. It is aligned with project Consolidate

The Imbizo campaign continues to reach new heights, with visits to provinces by President and Deputy President and each focus week larger than before


Imbizo as participatory Democracy – National Focus Weeks

Nov 01

Apr 02

Oct 02

Apr 03

Oct 03

Sep 04

Apr 05

Events 170 300 320 365 410 427 487

Ministers 14 18 9 23 13 16 23

Deputy Ministers 4 4 3 5 3 5 7

Premiers 7 7 8 7 8 8 8

MECs * * 40 53 70 73 84 16 103*

Loc Gov Reps * * 107 50 155 71 263 361 381*

*3 provinces still to report ** no. of events in which they took part


Together with the International Marketing Council, work is being done to consolidate a national communication partnership around the communication challenges of hosting the 2010 World Cup

The focus will shift towards South Africa when formal structures are formed this year and more intensely at the end of the 2006 World Cup.


Difficulties with regard to the transformation of the marketing and advertising industry which featured last year, have been overcome

The sectors belonging to the process are working together in the development of an overarching scorecardoverarching scorecard within the framework of the Broad-Based Black Economic Empowerments Act and Strategy.

TRANSFORMATION OF THE Advertising and Marketing Industry

Broadening access to information about opportunities

The mass campaign to promote access to economic The mass campaign to promote access to economic opportunities has completed its first phase opportunities has completed its first phase

Agreement with public broadcaster to serialise the publication in 13 parts for broadcast from October

Some financial and development institutions – private and public – discussing how to help promote sustainability of this campaign.

800 000 copies, in all languages, distributed mainly through 90 workshops run as part of the project

Response has been enthusiastic – in many instances practical action has followed

Many stakeholders – NGOs, churches, local authorities, etc. – initiated own processes using the publication


Economic Opportunities Campaign workshopsEconomic Opportunities Campaign workshops

400225

1199

2069

269

505327 299

498

76

1213

8

12

10

8

16

0

500

1000

1500

2000

2500

EC FS Gau KZN Lim Mpu NC NW WC

0

2

4

6

8

10

12

14

16

18

People attending Workshop days


GCIS Tracker

What people most want to hear about from government is information about creating jobs and reducing poverty.

0 10 20 30 40 50 60 70 80 90 100

LSM 1-3

LSM 4-6

LSM 7-8

LSM 9-10

Creating jobs

Providing servicesReducing crime

Improving life of poor

The information people want from governmentThe information people want from government


The poor especially feel they do not have enough information about government’s programmes and activities.

GCIS Tracker

LSM 9-10

0 10 20 30 40 50 60 70 80

LSM 1-3

LSM 4-6

LSM 7-8

Not enough

Enough

Uncertain

Need for Government information Need for Government information


Awareness of Second Economy programmes beginning to show significant increase with more intense communication.

GCIS Tracker

0

20

40%

Econ. Opp. created by govt (17%)

EPWP (13%)

Apr 04 Sep 04

Awareness of government campaigns Awareness of government campaigns


47

87

95

92

22

38

49

58

38

25

9

3

17

25

20

17

22

17

52

54

42

33

23

13

0 10 20 30 40 50 60 70 80 90 100

LSM 1-3

LSM 4-6

LSM 7-8

LSM 9-10

Television Public radioNewspapers Face-to-face visitsCommunity radio Pamphlets/posters

Preferred ways of receiving govt informationPreferred ways of receiving govt information

People’s preferences for receiving government information underline the need for a multimedia approach.

GCIS Tracker

ResponseResponse Sustain and build on economic opportunities campaign - government Sustain and build on economic opportunities campaign - government

wide campaign on accessing socio-economic opportunitieswide campaign on accessing socio-economic opportunities Assess communication implications of changing media landscapeAssess communication implications of changing media landscape New products including a popular magazine, provided for in 2005 New products including a popular magazine, provided for in 2005

budget.budget.

ContextMedia usage patterns & trends Response to start of economic

opportunities campaignCritical role of information in

enabling people to improve their lives

Platforms and products to enhance communication about Platforms and products to enhance communication about socio-economic opportunitiessocio-economic opportunities

‘A critical element in assisting those in the Second Economy is provision of information, particularly regarding how they can access economic opportunities. In this regard, the targeted communication campaign on economic opportunities occupies a central place.’

State of the Nation Address


ChallengesChallenges First edition August/September Dissemination beyond current reach of mediaDissemination beyond current reach of media Quality product that sustains interest.Quality product that sustains interest.

Core function to meet need for public information about socioeconomic opportunities

Will use all languages in several editions

32 pages Distributed free

A bi-monthly popular magazine will fill a gap to meet a need A bi-monthly popular magazine will fill a gap to meet a need for information about government programmesfor information about government programmes


LSM 1-3 3-6 7-8 9-10

Read a newspaper

14% 44% 68% 80%

Gov Mag ‘good idea’

74% 82% 70% 67%


Need to complement communication with the public – where much progress has been made – with a major campaign of internal communication to inform and mobilise all public servants to play their part

State capacity to assist people State capacity to assist people to take advantage of the opportunities created by govt programmes

Fragmentation and lack of awareness in some implementing structures

As much emphasis on the content of government programmes as on the Batho Pele ethic required.


Within a decade, an MPCC in every local municipal area

Cabinet adopted a strategy

2nd Generation

1st Generation

Funding mechanisms for this programme are currently under discussion between GCIS and other depts.

End of 2004 End of 2004 65 MPCCs in operation 65 MPCCs in operation

Targ

et = 60


Emphasis will be on ensuring linkage of new MPCCs with Municipal Integrated Development Plans (IDPs)

As 1As 1stst Generation ends – with an Generation ends – with an MPCC in each district by Sep 05 – MPCC in each district by Sep 05 – 22ndnd Generation gets under way Generation gets under way

Research partnerships with business and tertiary institutions will improve monitoring of impact and learning from experience


Practical access to services by the public depends on: integrated service delivery integrated provision of information

Batho Pele Batho Pele e-Gateway e-Gateway

ProjectProject

Community Community Development Development

WorkersWorkersMPCCsMPCCs

+ +

GCIS responsibility for the Batho Pele e-Gateway portal reflected in additional funds in this budget

New GCIS Unit to ensure comprehensive and up-to-date portal information– in time in all languages

Partnership with USA and DPSA to see Batho Pele General Service Counters in all MPCCs.

Since Jan-04, the MDDA has given Since Jan-04, the MDDA has given R9,2m support to small media, from R9,2m support to small media, from public/private sector fundingpublic/private sector funding


MDDA is working with MPCCs and others in provinces with least media to identify potential projects for support

Projects Projects by by CategoryCategory

74 projects (national projects located by head office)

EC FS GA LI MP NW KZ WC NC

14 6 14 7 5 4 9 10 5

Print Radio

Community Commercial Community Commercial Training Research

15 15 29 - 12 3

Improving performance of the govt communication system

Strengthening the systemStrengthening the system

An audit regarding An audit regarding arrangements by depts to perform communication responsibilities showed progress since 2001.

GCIS is working with departments to ensure:

Regularisation of situation where communication components for Ministry & Dept still separate (50%)

Appropriate structures & personnel to be introduced by the one-third not headed by Chief Directors

Planned alignment of strategies & resource allocation by the few with no dedicated communication budget

Enhanced participation by communicators in coordinating structures

Sustain & enhance keen involvement of top management in communication work


Skills and professionalismSkills and professionalism

Academy of Academy of Government Government Communication Communication && Marketing Marketing

Established by GCIS, Unilever, the University of Witwatersrand Postgraduate School of Public & Development Management

An important medium to long-term intervention to enhance the standard of government communication

Having successfully graduated its first intake in 2004, the first class for 2005 is under way.


Provincial & local government communication capacityProvincial & local government communication capacity

Work to assist provinces and local govt in building provinces and local govt in building their communication capacitytheir communication capacity is being systematically pursued

Work with SALGA & DPLG in this regard is continuing

Provincial and local workshops are being held across the country to ensure a common approach to the communication function among municipalities.

Towards more integrated communication Identification of a municipal communication cycle that is informed by

IDP cycle will promote integration with provincial and national cycles Establishment of District Communication Forums is promoting an Establishment of District Communication Forums is promoting an

integrated approach across spheres.integrated approach across spheres.

5 provincial workshops held to strengthen provincial and municipal communication – remaining 4 pending

National workshop in June will consolidate 9 provincial core teams led from Premiers’ Offices as local training hubs


Provincial & local government communication capacityProvincial & local government communication capacity

Over 115 municipal Over 115 municipal communication communication officers from 25 officers from 25 District Municipalities District Municipalities have taken part in have taken part in training to datetraining to date


Unmediated communicationUnmediated communication

The shift towards speedy The shift towards speedy unmediated communicationunmediated communication needs to be sustainedneeds to be sustained as well as as well as the usethe use of advertising in a way of advertising in a way that ensures widest reach of the that ensures widest reach of the information information citizens’ needcitizens’ need

The statistics of advertising expenditure by national govThe statistics of advertising expenditure by national govt t reflect reflect adherence to these principlesadherence to these principles

TThere is clear need to improve coherence in govt advertising and here is clear need to improve coherence in govt advertising and in some instances cost-effectiveness.in some instances cost-effectiveness.


The The shift of government adspend handled by GCIS shift of government adspend handled by GCIS towards towards

media reaching more people continued during 2004:media reaching more people continued during 2004:

Radio – Radio – up from up from 33%33% in the first half to in the first half to 51.79%51.79% in the second in the second

Print – Print – down down from 48% in the first half to the first half to 29%29% by year end by year end

Television – Television – ad spend ranks third at ad spend ranks third at 7.8%7.8%

Outdoor and direct media – Outdoor and direct media – received 5.4% of adspend

Community radio – Community radio – increased to 13.09% of radio adspend

during 2004. A new policy now keeps it averaging 15%-25%.

AdvertisingAdvertising


GCIS is working with the IMC as it moves into a new phase GCIS is working with the IMC as it moves into a new phase

of its campaign, to ensure the requisite support from of its campaign, to ensure the requisite support from

government.government.

International marketingInternational marketing

Budget

MTEF Period 2005/06 2006/07 2007/08TOTAL 249 130 251 053 261 681

Additions to baseline R40,0m R28,5m R28,0mMDDA R7,0m R7,4m R7,8m

IMC R69,3m R73,4m R77,1m

Implementing a learnership programme A national directory of Information Officers under the Public Access to

Information Act and e-Gateway Additional personnel & operational costs of communication officers

esp. in local offices to programmes constrained by resource limitations Communication around the 16 days of activism campaign Popular magazine which is currently being established.

There has been a substantial increase in the GCIS Budget:

Budget 2004/05 R203,149 million

Human Resource Development

Financial year 2004/05 R1 959 480m

Human resource development involves both GCIS and othersShort courses:Short courses:

= 3% of personnel budget

Requirement: 1% of personnel budgets for training of staffInterns:Interns:

3030 interns completed placement with GCIS 20 20 interns are about to complete internship during 2005 A minimum of 10 interns at any time are aimed for

Learnership Programme:Learnership Programme: On 1 April 2005 GCIS embarks on the On 1 April 2005 GCIS embarks on the Marketing and Marketing and

Communication LearnershipCommunication Learnership - 10 learners per intake for the - 10 learners per intake for the annual programme.annual programme. This is also a contribution to the transformation of the Advertising & Marketing industry.

Representivity on 1 May 2005

28 (Director – CEO) 36.4%78.6%

FemaleBlackSenior Management

Senior Management:Senior Management:

African Coloured WhiteAsian

50% 10.7% 21.4%17.9%

10.7%10.7%3.6%7.1%21.4%28.6%3.6%14.3%

33126814

FMFMFMFM

Establishment:Establishment:

2.6%

PW Disability

27376

Vacant (Funded)

Filled

8.4%

Coloured

2.9%

Asian

14.8%73,9%403

WhiteAfricanTotal

Business confidence at record highs Reasonably strong job creation — unemployment rate

moving down.

2004 2005

Forecast 4,3% 3.7%

Improved from 14% to 16% of GDP (25% target for 2014)

3-4%2-3%

3-4%

Positive factors - Strong growth and employment

Positive factors - Impact of social programmes

2 million subsidies issued since 1994

Public mood at 1994 levels and cyclical decline much slower From May 2004 programme: 72% with deadlines have been or being

fulfilled and 86% without deadlines in hand.

Primary school enrolment at 95,5%; secondary 85%

90% reach for most grants

10th million South African reached in November 2004

Positive factors - Progress dealing with crime

Reduction in crime rates in 2003/04Reduction in crime rates in 2003/04

Aggravated robbery Aggravated robbery and child abuse and child abuse show an increaseshow an increase

Security agencies have set up Task TeamsTask Teams to identify, apprehend and convict gang leaders of organised crime and other perpetrators of serious crime. Arrest of 168 of Top 200 identified perpetrators.Arrest of 168 of Top 200 identified perpetrators.

Perpetrators Arrested

Those involved in organised crime 67 out of 96 identified

Commercial crimes involving cases above R5Commercial crimes involving cases above R5 mmillion andillion and projects valued at R50projects valued at R50 millionmillion

40 out of 42 identified

Violent crime incl. cash-in-transit, other robberies & serial murder and serial rape.

61 of the 62 identified

Reduction in crime rates in 2003/04Reduction in crime rates in 2003/04 Murder reduced by 8% Theft of motor vehicles/cycles reduced by 5.4% Common robbery reduced by 57.5% Cash-in-transit heists reduced by 48.7% Bank robberies reduced by 57,5%

Target:Target: to reduce to reduce the rate of contact the rate of contact crimes by 7-10% crimes by 7-10%

per yearper year

Specific challenge Specific challenge in the current in the current unprecedented unprecedented environment of environment of positive factors and confidence positive factors and confidence in the futurein the future::

How to contribute to translation of this confluence of encouraging possibilities into national unity behind shared developmental goals, encouraging all of society to take part in building a South Africa building a South Africa that truly belongs to allthat truly belongs to all!!

Documents

18 May 2005 Briefing to the National Council of Provinces