Cape Town – The new Communications Minister Faith Muthambi has hit the ground running, promising to introduce changes to how Government communicates.
A “communication revolution” was needed to improve delivery and efficiency in all communication platforms of the state, she told journalists in Cape Town, on Tuesday.
Among the key things she would like to do include:
- Establish a National Communication Task team that will advise her on how to beef up the way government communicates to citizens;
- Push for the immediate finalisation of the merger between the Media Diversity and Development Agency and USAASA
- Ensure the SABC appoints a new Chief Executive Officer within the next three months; and
- Improve the image of South Africa abroad.
During a “meet and greet session” with reporters in Parliament, Minister Muthambi shared her plans for government communications and what she wants to achieve in the next 100 days.
She was among the new ministers appointed by President Jacob Zuma in the Cabinet that was announced last month, following the 7 May elections.
She hails from Limpopo and is a qualified lawyer and has extensive experience in the communications portfolio, having served on Parliament Portfolio Committee on Communications. Under the configured Department of Communications, she will, among others, exercise political oversight on the SABC, the MDDA as well as Brand SA.
Bridging the gap between govt, media
“We want to establish a culture of mutual respect between the state and the media. We want to have a meaningful relationship which will be good for the empowerment of our people,” she said.
The minister is of the view that poor communication by the state and lack of information on the part of citizens could contribute to tensions between the government and the people it meant to serve. She wants to change this.
“Over the next few weeks, we will be traversing the length and breadth of our country, to listen to our people and how things can be changed…we will also focus on the media diversity and transformation of the media in general.”
She promised a “communication revolution” and a national communication task team will help her achieve that. The task team will commence its work in July and will provide its report to the minister within 30 days.
“The task team will advise me on the most effective way to intervene and carry out the functions that have been assigned to this ministry and help me refine the national communication strategy of government.”
Minister Muthambi said the task team will take into account inputs from various stakeholders including government communicator’s forum, forum of directors general and various entities reporting to the ministry.
Improving media diversity
In a bid to improve efficiency and delivery, Minister Muthambi said she wants to ensure that the merger between Universal Service and Access Agency of South Africa (USAASA) and MDDA is finalised without delay.
The Deputy Minister of Communications, Stella Ndabeni-Abrahams, will lead the merger process.
Through this process, government would empower community media and ensure that this sector becomes strong and that “we achieve our communication revolution”.
The MDDA is a development agency set up by the South African government to assist in developing the community and small commercial media in South Africa. The agency offers support through grant funding for non-profit and small commercial media projects including print, radio, television and electronic new media.
The USAASA is the body established through the Electronic Communications Act and is charged with developing communications technology infrastructure in underserviced parts of the country.
Improving SA’s image abroad
“Discussions between DIRCO (Department of International Relations and Cooperation as well as Brand South Africa have commenced on how we can raise awareness about our country internationally. This effort will require all stakeholders to pull together.”
Minister Muthambi said government needed to be “more emphatic” in the manner it communicates the good story of South Africa, citing the 20 years of freedom as an example.
Connecting with the people
Over the next few weeks, members of the national executive, including President Jacob Zuma will be embarking on a campaign to promote government services through the Imbizo Focus weeks which will see ministers visiting communities across the country.
Minister Muthambi said the meetings will allow citizens to direct their concerns and questions to the elected members of government.
“Connecting with our people is crucial and the revival of the izimbizo programme will help us achieve this.” – SAnews.gov.za
