COMMUNICATION STRATEGY FOR FIREARMS CONTROL

LEGISLATION

BACKGROUND• The Firearms Control Act, 2000 (Act No. 60 of 2000) and

regulations were fully implemented on 1 July 2004. • The implementation of the FCA dominated the media scene as

far as it concerns the SAPS as from 22 June 2004.• The main areas of concern were:

– Licensing requirements as of 1 July 2004 and on how many ammunition a person may have.

– Fears that the Security industry would face disarmament.– Firearm dealers thought that they would have to close down.– International hunting groups and game farmers did not know what their

positions were.– SAPS perceived not to be ready for implementation.– Affordability of owning firearms.

OBJECTIVES

• To encourage support for Firearms Control legislation• To maximize communication to licenced firearm

owners• To create awareness on the provisions of the Firearms

Control legislation• To educate communities on the content of the

Firearms Control legislation• To address negative perceptions regarding the

Firearms Control legislation• To create positive, sustainable publicity in support of

the Firearms Control legislation

COMMUNICATION CHALLENGES• Communicating without delay to internal and external

audiences.• Ensuring that all stakeholders receive the message.• Ensuring that all stakeholders understand the message.• Providing information that leads to action.• Ensuring correct interpretation of facts in the media.• Credible portrayal of advantages of implementation for SA

public.• Using media events as part of a well-managed communication

strategy. • Sustained communication that keeps stakeholders constantly

informed – when the five-year period of phased-in licensing has been completed, renewal of the initially issued competency certificates will have to follow.

PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 1– INTERNAL COMMUNICATION AND

INTERDEPARTMENTAL COMMUNICATION July - October 2004

• Communication to the SAPS internal audience will precede external communication.

• It will focus on the purpose of the Act

• Interdepartmental communication to inform other government departments and parastatals about the implementation of the act.

PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 2– AFTER THE INITIAL ANNOUNCEMENT - July to

December 2004– Communication by Communication and Liaison Services

will focus on the general public and individual firearms owners.

– Communication to the industry will be dealt with by the Firearms Control Register.

• CORE MESSAGE 1: Purpose of the legislation• CORE MESSAGE 2: Inherited firearms• CORE MESSAGE 3: Voluntary surrendering of firearms• CORE MESSAGE 4: Firearm training• CORE MESSAGE 5: Responsible firearm ownership• CORE MESSAGE 6: Unfit Declarations - November to December

2004

PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 3 – RENEWAL OF LICENCES - January to

December 2005 and beyond• During this phase communication will focus on:

– Schedule of implementation

– The process itself – what is needed and where services are rendered

– Proficiency and competency certification

– Licensing process

– Costs involved

• Communication will be cyclical to reach target audiences according to the renewal schedule

PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 4 – POSITIVE IMPLICATIONS AND FEEDBACK

ON PROGRESS – After first renewals, April 2006 and sporadic thereafter

• During this phase communication will focus on what has been achieved to date, reinforcing positive messaging as well as:

• Thanking people for complying

• Supporting the process of renewal

PHASED COMMUNICATIONMESSAGES AND THEMES

• Phase 5– STARTING THE PROCESS OF RENEWAL OF

COMPETENCY CERTIFICATES and LICENCES -2008

• During this phase communication will focus on citizens who have licences and that have to renew their competency certificates as part of the 5 year cycle.

MESSENGERS• The lead division in the SAPS is Crime Prevention. • Communication and Liaison Services at national,

provincial, area and station level will render support. • DFO’s will play an important communication role in

their direct dealings with the public• SAPS members• Community Police Forums and other community

structures• The public through the word-of-mouth

AUDIENCE

• SAPS officials

• DFO’s (via group e-mail)

• JCPS Cluster Departments

• Other Government Departments

• General public

• The media

• Groupings stipulated in the Act