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.