Integrated communication as a strategy to accelerate service delivery in the Mafikeng local municipality, South Africa
Abstract
The aim of this study was to examine how integrated communication could be used
as a strategic element in the acceleration of service delivery and implementation of
people centered social policy in Mafikeng Local Municipality, North West Province.
The objectives thereof were (a) to establish whether there is a change in community
behavior as a result of the manner in which the municipality disseminates
developmental info1mation (b) to establish whether there is a structure or plan in
place for central coordination of messaging and adequate planning of information
campaigns (c) to investigate how often is the plan in place reviewed to accommodate
the ever-changing teclmological advances ( d) to identify the communication medium
utilized to disseminate information to communities (e) to investigate if there is
enough capacity (human and financial) to communicate government programmes at
the municipality and (f) to establish whether -ward committee members and other
relevant stakeholders are integrated into the communication planning and
implementation of the municipality.
An independent task team known as Communication Task Team (Comtask), was set
up by government in 1996 to investigate challenges facing South African
government communication and recommend how those challenges could be
addressed. Amongst the critical findings by the task team was that was giving
adequate planning of information campaigns and communication a very low priority;
that government lacked central coordination in messaging (Comtask Report: 1998).
The Government Communication and Information System (GCIS) was then
established as a central point for coordination and management of government
communication. GCIS's vision is helping to meet the communication and
information needs of government and the people, to ensure a better life for all.
GCIS's mission is to provide leadership in government communication and to
ensure that the public is informed of government's implementation of its mandate.
This study was conducted in 2007. Data was collected from the selected municipal
officials and ward committee members of the Mafikeng Local Municipality.
Structured questionnaires with open - ended and closed - ended questions were used
to collect data.
The results of the present study conducted in the Mafikeng Local Municipality as a
government institution, indicate that the municipality does not have an integrated
communication system to strengthen coordination and coherence in its
communication. Thus causing uncertainty among communities and compromise
effective service delivery and implementation of government programmes.
This study also revealed that the municipality does not reach its entire public through
communication mechanism developed and employed. This is an indication that not
all citizens and communities have equal access to information that adequately allows
them to take advantage of the opportunities to improve their lives and take part as
citizens in public affairs.
The results revealed that communication at the municipality is not treated as an
integral part of council's strategic management; the communication unit of the
municipality is not well capacitated in terms human and financial resources; and
ward committees are not integrated in the municipal communication planning and
implementation.
The study concludes by recommending that the municipality compiles and approves
a comprehensive and integrated communication policy framework within which all
municipal communications will be founded. A system that could strengthen
coordination and coherence in communication of messages. Secondly, to eliminate
the problems of capacity and expertise, only people with relevant qualifications, who
are competent and professional, should be employed at the communications unit of
the municipality. Those appointed together with the political principals and senior
managers must be taken through training or course by a professional body (GCIS
recommended) on the basics of government communication.
Lastly, it is recommended that the communication infrastructure be strengthened to
give support and integrate ward committees into the municipal communication
planning and implementation.
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