Exploring the relationship between public relations practitioners in local government and local newspaper editors at selected newspapers in the North-West Province

Abstract

In a democratic society like South Africa, truthful, accurate and transparent government communication is crucial to an informed society, even more so when it comes to local government, where municipal programmes and initiatives greatly influence citizens’ day-to-day lives. Local government media relations should be studied extensively as it effectively links municipal agendas and programmes with journalism — two fundamental institutions within local communities. Both institutions are entrenched in our societies. On the one hand local government is mandated to ensure the provision of services to communities, promote social and economic development and promote a safe and healthy environment. Local journalism on the other hand enables and empowers members of a community to make informed decisions by providing reliable information about matters that affect them directly. Effective media relations are crucial if residents are to be kept informed of the workings of local government and its political agenda and structure. Central to media relations are strong relationships between local government communicators and community newspaper editors. A growing number of public relations (hereafter abbreviated as PR) practitioners believe that the central role of public and media relations is to work towards improving relationships with an organisation’s key constituencies and interest groups, including the media. A qualitative research study, using semi-structured interviews and qualitative content analysis, was done to determine the relationship between local government communicators, Ntswaki Makgetha from Matlosana Municipality and Willie Maphosa from JB Marks Municipality, and community newspaper editors, Salomé Kotzé from the Klerksdorp Record in Klerksdorp and Dustin Wetdewich from the Potchefstroom Herald in Potchefstroom. A literature study was used to classify good relationship outcomes. These outcomes were derived from an in-depth literature review of good relationship outcomes looking at the principles of (local) government communication and media relations in South Africa. The literature study formed the foundation for semi-structured interviews with the communication managers and the editors. The outcome led to an evaluation of the relationship and a description of each participant’s perception of the relationship pertaining to relationship outcomes namely trust; mutual control; commitment; and relationship satisfaction. In addition, a qualitative content analysis of press releases and notices used by the municipalities as part of their media relations strategy, as well as newspaper articles written about municipal issues published in the two

community newspapers in the second half of 2019, was undertaken. The data was analysed to determine the theme, tone and frequency of articles published. Relationship building is key when it comes to gaining success in public relations. Good media relations can be a strong factor in increasing credibility and authenticity for institutions such as local governments. The empirical results of this study concur with longstanding research that PR practitioners view their relationship with editors/journalists in a more positive light, while editors/journalists are less satisfied with the relationship. It further shows that the government communicators feel they have some degree of control over the news reporting related to the municipalities, but neither party is in control to the exclusion of the other. On the other hand, editors feel they have no control when it comes to acquiring information. They believe the municipalities are more reactive to bad publicity than proactive in providing good news stories. There is ample opportunity for the municipalities and community media to work together toward a better-informed community. Relationship building is a continuing process in which both parties should work towards maintaining their existing relationships and restoring weakened ones. It is clear from the study that a lot more can and should be done to improve the relationship and facilitate better relationship outcomes to the benefit of the community. The study also revealed that entrenched government communication prescriptions and regulations make it difficult for government communicators to meet newspaper deadlines because of bureaucratic red tape associated with disseminating information to the media. The implications of this could be that communities stay uniformed of important matters related to service delivery, community safety and development programmes.