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5. STRATEGISING FOR COMMUNICATION

5.1. Guidelines on developing a communication strategy• Checkexternal perceptionsof yourprogrammeamongpotential target audiencesbefore you start.Thinkabouthowyoufitintotheexternalhorizon.Thiswillhelpyoudevelopacommunicationstrategythatgivesyouadistinctandcrediblevoice.

• Beclearontheprinciplesunderpinningyourstrategy.Somemaybeself-evident,likeproducinghonest, succinct,credibleandcost-effectivecommunication.• Developsomesimplemessagesandmodelhowthesemightwork indifferentcontexts−apressrelease,report,newspaperarticle,website,etc.Makesureyourprojectisbrandedinlinewithyourcommunicationobjectives.

• Beclearaboutyourtargetaudiencesandusergroupsandprioritisethemaccordingtoimportanceandinflu-encerelativetoyourobjectives.Donotjustonlythinkaboutthe“usual”onesthatareknownbyall.

• Thinkaboutboththeactualandpreferredchannelsyourtargetaudiencesmightuseandchallengeyourselfaboutwhetheryouareplanningtousetherightonesformaximumimpact.

• Includeafulllistofalltherelevantcommunicationactivities,developedintoaworkingprojectplanwithdead-linesandresponsibilities.

• Keepthecommunicationprogrammesimpleandincludekeydeadlines,milestonesandreviewpoints.• Communicationshouldbeallocatedenoughbudgetaryresourcestocarryoutitsactivities.Atleast5%ofthetotalfundedbudgetinthedepartmentshouldbeallocatedtocommunication.

• Evaluatetheimplementationandimpactofthestrategyandtheimplementationprocessthathastakenplace.

5.2. Why strategise for communication? Athousandvoicesspeakingwithoutacommonmessageandsinglepurposewillintheendjustmakeanindistinctnoisethatfewwillhear.

Wecommunicateinanoisyworld,competingforattentionwithvoicesthathaveobjectivesthataredifferentandoftenopposing.Andwedosoinaworldmadeupofavastarrayofinterestsandconcerns,andaworldinwhicheverydayconcernsweighheavilyonmostpeople.

5.3. Communication strategy outlineTherearemanywaysofapproachingthischallenge–whatfollowsisaprocessthathasemergedoutofGCIS’ownexperienceinstrategisingforcommunicationandhasserveduswell.However,thisisnotamechanicalprocessthatyieldsautomaticresults–itneedshardworkandlotsofthought.Eachstepisofcriticalimportance,andinterlinked.

Itisimportantthatresearchshouldinformacommunicationstrategybecauseitgivesinsighttothedynamismoftheenvironmentandthechallengesitbrings.

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INTRODUCTION AND BACKGROUND

ThestrategyaimstodeliveraneffectiveandefficientcommunicationapproachfortheGCP.Thestrategyprovidesaframeworktoensurethatthedepartmentmanagescommunicationinaplannedandcoordinatedwayandmain-tainsthecommitmenttoeffectiveandtimelycommunication.Italsoprovidesforthestrategicalignmentwiththenationalcommunicationframeworkofgovernmentandthegovernmentprioritieslinkedtothefive-yearelectoralmandate.• thispartalsodealswithpre-history• whydoweneedastrategy?• factsthatlocateitwithinabroaderandlongertermdevelopment• informationonaparticularprogrammeorcampaign.

REVIEW OF COMMUNICATION OF THE PREVIOUS YEAR• Beforedevelopingthenextyear’scommunicationstrategy,itisimportanttoreflectbrieflyontheexperiencesandthelessonsofthepastyear/programmes/campaigns.

• Anassessmentoftheimplementationofthecommunicationstrategy(Howdidwedoinrelatingcommunica-tionmessagestothepublic?).

• Dealwithalltheweaknessesidentifiedoverthepastyear.

CONTEXT AND SCOPE

Withinthecontextofgovernment’selectoralmandateandpursuanttogovernment’svisionofcontributingtoandpromotingthecreationofabetterlifeforall–communicationisimportantandcentraltoallkeydecisionsofgovernment.• Scope–mandateofgovernment.• Scope–mandateoftheparticulardepartment.• Scope–theperiodwhich the strategywill serve (oneyear, twoyearsorfiveyears). (Thecommunication

strategyisforfiveyears,linkedtotheelectoralcycleandupdatedannuallytoberelevantindealingwithissueswithintheenvironment).

What informs communication during a particular period?• Thedepartment’smandate.• TheSoNA,StateoftheProvinceAddressandprovincialExcomakgotlaforprovinces),theNationalCommunication

Strategy,government’sPoAasidentifiedbyboththeCabinetLekgotlaofJanuary,departmentalstrategicplansand objectives,andtheMediumTermStrategicFramework(MTSF).

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ENVIRONMENT

Thiswilldefinetheterrainandenvironmentinwhichyouchoosetocommunicate.Itshoulddealwithissuessuchasthepublicmood,themediaagenda,concernsandattitudesofvaryingsectorsandforces,potentialforimprovingenvironment,etc.Itiscriticaltounderstandtheenvironmentbeforeimplementingthecommunicationstrategy.Infact,theexerciseofscanningtheenvironmentcontributesgreatlytothekindofprogrammeyouendupdevelopingforyourdepartment.Suchascanmayrequireanumberofareasthatwemaynotclearlyunderstandandneedsfurtherresearch.• The environment is impacted upon by changes and developments within which communication is takingplace.

• Thecommunicationenvironmentistobeinformedbyresearch.

Understandingourenvironmentrequiresthinkingabouttheparticularmattersweneedtodealwith:• mandate• publicmood• politicalissues• mediaagenda• demography• forcesatplay• attitudesandconcerns.

STRATEGIC EMPHASIS

• Whatisthestrategicemphasisofyourstrategy?(e.g.safeguardingthecountryagainstexternalthreats).• Coreissues–insupportofthegovernmentobjectivesascontainedintheMTSFdocumentandthestrategicplanofthedepartment.

Communicationshouldputmoreemphasisonthekeyprioritiesofthedepartment.

• DefenceUpdate2025.TheDefenceUpdatemustprovideacogentargumentonthelevelsofdefencerequiredto respondtothestrategicenvironment,andtherequirementsposedbytheforeignandsecuritypolicyofgovernment tomeetthestrategicdefenceobjectives.• Progressmadeinpeace-supportoperations(PSOs).SouthAfricacontinuestobeperceivedasanhonestbrokeranda

reliablepartnerininternationalaffairs.Continuousattentionmustbegiventopopularisingthecountry’sparticipationinpeacekeepingeffortsonthecontinent.VigorouscommunicationisrequiredregardingtheprogressmadeinPSOsinAfricawithregardtopost-conflictreconstruction(disarmament,demobilisation,reintegration,repatriationand

resettlement)anddevelopment.

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COMMUNICATION OBJECTIVES

Allstrategisingisabouthowtoachieveourcommunicationobjectives.However,ifweareunclearaboutourobjec-tiveorgetitwrong,thentherestwillbeoflittleornovalue.

Whatarewetryingtodo:Buildsupportforapolicyproposal?Reassurepeople?Dispelmisleadinginformation?Haltorreversetheacceptanceofmisleadinginformationbyothers?Persuadeopponentsofapolicytochangetheirminds?Changedangerousbehaviour?Encourageparticipationinacampaignorelection?Wecanalso:• popularise• mobilise• ensure• educate• raiseawareness• reassure• ensure.

COMMUNICATION CHALLENGES

Ourbroadobjectivesconsideredinthecontextofthecommunicationenvironmentwillleadustoidentifyspecificchallengesthatwewillfaceandwhichwewillhavetomeetsuccessfullytoachieveourbroadobjectives.Challengescouldbedevelopmentswhichwemustexpectandtakefulladvantageof,andobstacleswhichweneedtoovercome.

MESSAGE AND THEMES

Itiscriticaltoindicatethethemesandconceptsthatareassociatedwiththecommunicationeffortbeingunder-taken.• Itisimportanttoavoidmakingasimplelistofmessages.• Whenadoptingacoremessage,itiscriticaltointegrateitwiththegovernment’scoremessagefortheyear.

ThekeycommunicationchallengecouldbetosustainthegenerallypositivemoodaroundthePoAofthedepartmentsbymaintainingthemomentumandensuringthatpeopleseebenefitsfromtheimplementation.

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MESSENGERS

Acampaignmusthaveitsownvoice.Whoistospeakforit?Towhom?Andinwhatways?Thestrategyproceedsfromthepremisethatmessageshavemoreimpactiftheyaredeliveredbyourprincipalsratherthanpublicservants.Assuch,thereisaneedtoincreasepublicappearancesbytheprincipals.

•Political principals are the chief spokespersons of government:- President/DeputyPresident- MinisterandDeputyMinister- Directors-Generalandseniormembersofthedepartment,etc.

•Other messengers can include third-party endorsers.

COMMUNICATION CHANNELS

Inmostcases,thisiscomplexasdifferenttargetaudiencesarebestreachedindifferentways.

Internal:• noticeboards• Internet• internalnewsletters• meetings• briefings• intranet

CORE MESSAGE EXAMPLE: TOGETHER WE MOVE SOUTH AFRICA FORWARD.Give an explanation as to what the message aims to achieve and what does it inspire people to do and why).

EXAMPLETHEMES:departmentalspecific• Aneconomythatbenefitsall• Socialservicesforall• Batho Pele–Servingallthepeople• Safetyandsecurityforall• WorkingfortherenewalofAfricaandthecreationofabetterworld.

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• plasmascreens• CD-Romsandotherpromotionalmaterial.

External:• Web-pageon www.gov.za andwww.thepresidency.gov.za• trainingofpublicliaisonofficers• printandelectronicmedia• communitydevelopmentworkers(CDWs)• billboards• loudhailers.

STAKEHOLDER SEGMENTATION

Purpose:Toknowyourstakeholders/partners.

Internal: • publicservants• nationaldepartments• parastatals• municipalities• provinces.

External: • privatesector• civilsociety• organisedlabour• sectoralgroups• faith-basedorganisations• themedia• farmers• consumers• academics• internationalaudiences.

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STAKEHOLDER ENGAGEMENT STRATEGY

COMMUNICATION PROGRAMME AND MILESTONES

Thecommunicationprogrammewillbetheguideforallfutureaction,thestandardagainstwhichthesuccessorfailureofcommunicationismeasured,andthemostcriticalmeansforkeepingthecampaignontrack.Therearetwoparts:communicatorscandecidetodoaprogrammeinphasesorjustbroadandgeneralwithoutphases.Thiswilldependonthetypeofactivityorwhythestrategyisbeingputtogether:• ensuringgovernment’seffectivenesstodelivermessages• strengtheningrelationshipswiththemedia• third-partyendorsements• commissioningTVorradiodocumentariesaroundtheimpactofgovernment’sprogrammes• regularfeaturearticles,guesteditorialsandopinionpieces• one-on-oneinterviews(thesearemoreeffectivethanmediaconferencesandratherreservethe latter forbreakingnews)

• usingradioandthecommunitymediamoreasprimarychannelstodisseminateinformationtocommunities.

Priority issue Desired outcome Target audi-ence of com-munication strategy

Key message to be communicated

Tools

Increasingsustainabilityofagriculturalprac-ticesbyenhanc-ingcropdiversityandmovingawayfromintensivepractices.

Raiseawarenessabouttheimpor-tanceofagricul-turalbiodiversityonenvironmentalandhumanhealth,leadingtochangedbehaviourpatterns.

Farmers Thevalueofchangedcultivationpracticesforincreasedlong-termcropyieldsandthusincreasedoutcome.

Meetings

Consumers Thevalueofeatingadiversedietforgoodhealth.

• Printandelectronicmedia• CDWs• billboards• loudhailers.

EXAMPLE

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ACTION PLAN

ToputintopracticetheideasresultingfromstrategisingrequiresanAction Planthatspellsoutindetailwhatistobedoneforeacheventintheprogramme.

MEDIA ENGAGEMENT PLAN

TheMediaEngagementPlanconsistsofadetailedplanofinterviews,pressbriefings,media/journaliststobetargeted,opinionpieces,andmostimportantly,astatementofkeymessages,andquestionsandanswers(frequentlyaskedquestions)forcommunicatorsandwriterstouse.

EXAMPLE

Programme Targeted milestone

Communicationapproach

Budget Responsibility Time frame

Progressmadeinpeaceandsecurityopera-tions.

LoweringtheflaginBurundi.

Amultiprongedap-proach:• usingtheDepartmentofDefenceandMili-taryVeterans’internalmagazine

• mediabriefings• printandelectronicmedia.

R200000 HoC 8August2009

EXAMPLE

Event/Opportunity Activity Action Channels Budget Time frame

Recognisingimprovedservicedelivery.

FemaleFarmeroftheYearCompeti-tion.

Popularising2009competitionandthusraisingawarenessontheimportanceoffarmingforthecountry.

Electronicandprintmediaadverts.

R450000 November2009

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STRUCTURES AND PROCESSES

Highlightallthestructuresinvolvedandtheprocessestobefollowed.Thiswillinclude:• consultationswithstakeholders• approvalbymanagement.

MONITORING AND EVALUATION PROCESS

Howwillyouknowifyouhavesucceeded?Whenthinkingaboutinitialobjectivesandactivities,itisworthbuildinginsomesimpleperformanceindicatorsandevaluationmeasuresatthestart.

Thesecouldinclude:• “Beforeandafter”researchtotrackawarenessofyourcommunicationmessagesamong important targetaudiences

• evidenceoftranslationofresearchfindingsintopolicyorpractice• evaluationofparticipationinandfeedbackfromeventsandotheractivitiesofgovernment(publicparticipationevents,etc)

• trackingmediacoverage,includingvolumeandnatureofcoverage• trackingparliamentarydiscussionofyourprogrammeorproject• trackingexpenditureandalsoassistinsharingcostswheretheneedariseswithotherdepartments• helpingtodealwithallunforeseenissues• monitoringwebsiteusage.

Buildingthedisciplineofevaluationintoyourstrategyfromthestartallowsyoutousetheinformationtoreviewandrefineyourstrategyandkeepitasaliving,flexibledocumentthatsupportstheimplementationofthePoA.

5.4. Developing key messagesKeymessagesaresimplykeymessagesandnotsomethingelse:• Keymessagesarenotstatements.Theyarealsonotbriefingsorcomprehensivestatementsofinformation.• Theyarticulatetheessentialsofgovernment’spositiononcriticalissues.• Theyshouldinformallcommunicationontheissue:interviews,statements,articles,posters,pamphlets,etc.

Developingacommunicationstrategydoesnot,onitsown,leadtomoreeffectiveandintegratedcommunication.Whatismorecriticalisthecapacitytoensureconcreteimplementation.

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The4X4formatreflectstheircharacter:• fourpropositionsencapsulatinggovernment’sposition,whichanyspokespersonshouldgetacross,whateverelsetheysay

• foreachofthefour,anotherfourtoelaborateandexplainanduseinresponsetofurtherquestions.

Key messages generate and develop a government discourse• Keymessagesovertimegenerateabodyofdiscoursethatconsistentlyreflectsgovernment’sposition.• Consistencyofstyleandterminologyisthereforecritical.• Consistencyofpositionsiscritical−draftersshouldalwayscheckpreviousmessagesonrelatedtopics.• Consistencyinformulationonkeyissueshelpscommunication,butformulationsshouldalsobesensitivetothecurrentenvironment.

Key messages communicate strategic directions• Keymessagesareinformedbythestrategicdirectionsofgovernmentpolicy.• Therefore,whendraftingthem,don’trelyondeskresearchonly;weneedtheguidanceofthoseinformedwithstrategicperspectives.

• WhileHoCsshouldbeinformedaccordingly,otherseniorofficialsandpolicy-makersareoftenbestplaced–behindeverysuccessfuldrafterisagoodnetwork.

• Draftswillalwaysreflectthebriefgiven.Agooddraftermustbeagoodbriefer.

Key messages are time bound • Goodcommunicationisontime:aproactivestepaheadoraninstantresponse.• Therefore,keymessagesmustbeavailablewithoutdelay.

5.5. Government’s communication cycle Inanydemocracy,governmentiselectedbyitspeopleandisthereforeaninstitutionforthepeoplebythepeople.Itisessentialthatordinarycitizensareconstantlyinformedaboutgovernmentworkandempoweredtotakeactivepartinit.Toensurelegitimacyandeffectiveness,allgovernmentcommunicationmusthaveitsoriginandcoordinationfromthehighestofficeinthegovernment’sstructure.

Governmentshouldensureintegrationofmessagesbystrategisingforcommunication.Thiswillassistinworkingtowardsanidealofagovernmentspeakinginonevoice.Thesuccessofcommunicationdependsontheaccuratediagnosisoftheenvironmentthatwillinform,amongotherthings,theselectionofappropriatemessages,targetaudiencesandmediaplatforms.

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5.5.1. Strategising process• ThecommunicationcyclelastsfromOctober/NovemberuptoMarchofthefollowingyear.• Communication-strategyimplementationlastsfromApriluntilMarchofthefollowingyear.• ThismeansthatbetweenOctoberandMarch,thecyclewillrunconcurrentlywiththeimplementationofthecurrentcommunicationstrategy.

5.5.1.1. Application of the communication cycle • Thiscycleappliesonlytothenationalandprovincialspheresofgovernment.Localgovernmenthasitsowncycleintermsofthebudgetandplanning.

• Inimplementingthecommunicationcycle,communicatorsshouldbearinmindthattherearecommunicationactivitiesbeingimplementedatthelocalsphereofgovernmentandthismighthaveabearingontheimplemen-tationoftheircommunicationstrategies.

• Inimplementingthecommunicationstrategiesinlinewiththecommunicationcycle,communicatorsshouldbearinmindthegovernmentactivitiesthataretakingplacethroughouttheyear(Women’sDay,YouthDay,FreedomDay,HeritageDay,etc.)

THE COMMUNICATION CYCLE

Calendar month/s

Process Process explanation

1stphase October/November

Pre-CabinetLekgotla

• Directors-General(DGs)preparefortheJanuaryCabinetLekgotla.• DGsmeettolookattheimplementationplansinpreparationfortheJanuaryLekgotla.

• BasedontheimplementationplansfromtheDGsmeeting,theHoCswilldraftcommunicationstrategies.

• Clustersanddepartmentsreviewtheimplementationoftheircom-municationstrategiesandsubmittheirreporttotheGCISforinputtingintotheJanuaryLekgotla.

• TheGCISwillcontinuetoprovideadvicetogovernmentcommunica-torswherenecessary.

• ThelastGovernmentCommunicators’Forum(GCF)oftheyearisheldwheretherestofgovernmentlooksathowtheyimplementedtheirprogrammes.

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2ndphase January CabinetLekgotla • Clustersbegintoplanforpost-SoNAbriefingbasedontheoutcomesoftheCabinetLekgotla.

• PlansapprovedbytheForumofSouthAfricanDirectors-General(FOSAD)willbetabledattheLekgotlaforinputandapproval.

• TheLekgotlaagreesontheprioritiesfortheyear.• TheGCIStoupdatetheexistingGovernmentCommunicationFrame-workandtableitattheJanuaryCabinetLekgotla.PresentationofDGclusterplanstotheCabinetLekgotla.

• TheGCISwillemphasisethemessagethatcommunicatorsshouldstartworking.

• DepartmentswillworkonseconddraftcommunicationstrategiesbasedontheoutcomesoftheLekgotla.

• TheGCISwillcontinuetoprovideadvicetogovernmentcommunica-torswherenecessary.

3rdphase February/March

OpeningofParliamentGCF

• TheSoNAwillcovertheprioritiesandkeythemesandmessagesfortheyear.

• PreparationsformediabriefingswillreachthepinnacleandclusterswillbriefthemediaduringwhichministerswilloutlinethePoAfromtheSoNA.

• Keyprogrammesareidentifiedandstrategicissueswillbecommuni-catedashighimpactprogrammes.

• Furtherstrengtheningofcommunicationstrategies.• HoCswillgothroughtheprocesstoapprovethecommunicationstrate-giesandsubmitthemtotheGCIS.

• Uponreceiptofthecommunicationstrategies,theGCISissuesanotetoacknowledgereceiptandadviceifrequired.

• TheGCFisheldwherefurtherguidancewillbegiventocommunicatorsandthecommunicationapproachisagreedupon.

• TheGCISwillcontinueprovidingadvicetogovernmentcommunicatorswherenecessary.

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4thphase April Communicationstrategies

• Implementationofthecommunicationstrategiesbegins.• Continuousmonitoringandevaluationastheimplementationofthecommunicationstrategiesunfolds.

• Allstrategiesshouldbeapprovedwiththebudgetbeforethefinancialyearbegins.

• Whenimplementingthecommunicationprogramme,clearkeymes-sagesshouldalsobecompletedforeveryactivityinconsultationwiththeGCIS.Thiswillassistwithmoreintegrationandcoordinationandworkingtowardstheidealofgovernmentspeakinginonevoice.

• Departmentsandprovincesshouldcomeupwithamonitoringandevaluationmechanism.

• TheGCISwillcontinuetoprovideadvicetogovernmentcommunica-torswherenecessary.

5thphase May,June,July,August

GCF • Implementationcontinuous.• Departmentswillsendtheirimplementation/monitoringandevaluationreportstotheGCISaheadoftheGCFheldpostthemid-yearCabinetLekgotla.

• Thisreportwillassistgovernmenttoassesshowfartheyareintermsofimplementationandseeiftherearechallengestobedealtwith.

• TheGCISwillprovideadvicetodepartmentsonthewayforward.• TheGCISwillcontinueprovidingadvicetogovernmentcommunica-torswherenecessary.

6thphase September,October,November

Pre-CabinetLekgotla

• Implementationcontinuous.• ClusterdepartmentsandprovincesreviewtheimplementationoftheircommunicationstrategiesandsubmittheirreportstotheGCISforinputtingintotheJanuaryLekgotla.

• TheGCISwillcontinueprovidingadvicetogovernmentcommunica-torswherenecessary.

7thphase December GovernmentCommunicators’Awards(GCA)

• TheGCAisheldtorewardcommunicatorswhohaveexcelledduringtheyear.

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