NKANGALA DISTRICT MUNICIPALITY

APPROVED FIVE YEARS REVIEWED COMMUNICATION STRATEGY 2017-2018

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TABLE OF CONTENTS PAGES

1. Draft communication strategy P2 – 8

2. Communication plan P8 – 10

3. Proposed communication structure P10 – 12

4. Cocnlusion P12

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FIVE YEARS REVIEWED NKANGALA DISTRICT COMMUNICATION STRATEGY 2017 / 2018

1. BACKGROUND AND BRIEF PROFILE OF NDM

Nkangala District Municipality is one of the three (3) district municipalities in Mpumalanga Province, the place of the rising sun.

The District is situated in the town called Middleburg, the cleanest town in the country, in Steve Tshwete Local Municipality, the municipality that has obtained clean

audit for six (6) years consecutively.

The District comprises of six (6) Local Municipalities, namely, Emakhazeni, Emalahleni, Dr JS Moroka, Thembisile, Victor Khanye and Steve Tshwete.

Like the Province, Nkangala District Municipality is also a tourist attraction destination of choice through its natural scenic beauty escarpment and cultural

heartland, such as the popular trout Triangle, made up of towns of Belfast, Dullstroom, machadordorp and waterval boven in Emakhazeni Local Municipalitity,

which offer excellent trout finishing and Rock climbing facilities for Tourists, the colourful Ndebele. Geometric artwork and villages found in both Thembisile Hani

and DR JS Moroka Municipalities respectively.

The historical sites dating back to the Anglo-Boer war, the world famous stone circle museum in Waterval Boven and the Botshabelo mission station situated in the

rural farming community of Dooringkop, in the Steve Tshwete municipality, the famous Delmas , in Victor Khanye Local Municipality, the coal mines and electricity

powr sttions surrounding, Casino and Hotels in Emalahleni Municipality.

Indeed the Nkangala District is a tourist attraction destination of choice and the economic hub of Mpumalanga provincial boasting and surrounded by several Coal-

mines, Agricultural sector and manufacturing industries and the Electricity Power Stations, such as Kusile etc, hence the district is uniquely known and referred to

as the Energy hub of South Africa, due to the large deposits of coal reserves and power stations and the cultural heartland of Mpumalanga Province.

2. INTRODUCTION

The Nkangala District Municipality reviewed Communication Strategy is guided and underpinned by the following mentioned key fundamental constitutional core-

values guiding our democratic transformation of the society and espoused in the constitution of the republic of South Africa, Act 108 of 1996 and the Local government:

Municipal Systems Act, 32 of 2000, the promotion of access to information Act(Act2 0f 2000), which placed Local government which obligates the local government

that in its communicating with the public it must adhere to the following guiding principles and values:

Transparency

Accountability

Openness

Consultation and participatory democracy

Access to and sharing of information

People centred and caring government

Direct communication with the people in developing, empowering and improving their lives.

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This District Communication Strategy therefore seeks to enable the NDM to address its communication needs and ensure that all its service delivery programmes

are communicated in an efficient, co-ordinated, integrated, transparent and coherent manner to the citizens of Nkangala district, as well as to the other spheres of

government pronvincial and national (intergovernmental relations)

The stragety further seeks to mobilse all NDM citizens/communities and stakeholders to be active citizenry and participate fully in their development and service

delivery programmes, through collective partnerships and during the integrated development plan ( IDP) consultative processes and Budget Indaba Forum etc.

The NDM Communication Strategy also takes into account and emphasis on the fourteen national strategic priority outcomes, set out by the 5th new administration

(parlament) after the national elections of 2014, namely, education, health, the fight against crime, creation of decent jobs (employment), rural development, land

and agrarian reform and food security and responsive accountable, effective and efficient local government, to mentioned but a few.

Furthermore this communication strategy,again, seeks to respond to the clarion call made by the President, JG Zuma during his opening of the 5th parliament in his

State of the Nation Address “Together, We Move South Africa Forward’’. This clarion call (government core message) means that all South Africans both in

public and private sector, should rally behind government 2030 vision of the National Development Plan (NDP), as a road map to the socio-economic development

of the people of South Africa.

Thus, the overarching focus of this NDM Communication Strategy is to ensure that it communicates its strategic Vision and Mission, as well as its service delivery

programmes/projects and achievements to all its citizens/communities in order for them to take advantage of and improve their lives for the better, as envisage in

the Intergrated Development Plan (IDP) in response to the desire dfuture as articulated in the National Development Plan objectives.

In this regard, this Communication Strategy is not the end in itself and therefore, it will be reviewed annually or when a need arises.

3. NKANGALA DISTRICT MUNICIPALITY NEW VISION AND MISSION

Vision: Improved quality of life for all.

Mission: The NDM is Committed to the improvement of the physical, socio-economic and institutional environment in order to address triple challenges through

sustainable development and service excellence.

Motto: “We are Destined for Excellence”

4. NDM COMMITMENT AND VALUES OF COUNCIL:

To be responsive to the needs of the citizens and partner-local municipslities.

To be transparent, accountable and participative in our dealings with each other and partners.

To cultivate a work ethic focused on performance,achievement and results.

To promote and pursue key national, provincial and local development goals.

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To ensure a representative organisation.

To be democratic in the pursuance of our objectives.

To show mutual respect,trust and ensure high levels of co-operation and discipline in our dealing with one another.

5. LEGAL FRAMEWORK AND LEGISLATION MANDATE

This communication strategy is guided and underpinned by the following mentioned key and fundamental constitutional core –values guiding our democratic transformation

of the society and espoused in the constitution of the republic of South Africa, Act 108 of 1996 and the Local Government: Municipal Systems Act, 32 of 2000, the

promotion of acces to Information Act (Act 2 of 2000).

Other guiding legislative frameworks of the strategy include the following but not limited to:

Nkangala Intergrated Development Plan (IDP) of 2017/18

The National GCIS Communication framework for 2014-2019

Provincial Intergarted Communication Startegy Framework of 2014-2019

Comtask report of 2000

The State of The Nation Addressess of 2014-2017 (SoNA’s)

The State of Province Addressess of 2014-2017 (SoPA’s)

The State of The District Addressess 2016 and 2017 (SoDA’s)

Nation Development Plan Vision of 2030 of Government

Nkangala District Municpality and Service Delivery and Budget Implementaion Plan (SDBIP)

6. COMMUNICATION OBJECTIVES AND AIMS

To enhance communication between Nkangala District Municipality, Local Municpalities, internal and external stakeholders.

To develop, promote and maintain the good image of Nkangala District Municpality

To widely communicate NDM stragetic objectives, service delibery programmes, achievements and corporate values to the public (internaly and externally)

To improve intergovernmental. Internation relations and interdepartmental relations and coordination.

To encourage public public participation within local government decision processes through effective use of appropriate communication tools and public

participation processes.

To raise awareness about NDM services, policies and programmes within the district municipality.

To promote equality of access of information from Council services and ensure people improve their quality of life in local communities.

To enhance coordination of communication activities between the National, Provincial, Local government and parastatals.

To promote indigenous languages that represent and appreciate diversity in our Nkanagala District and the local Municipalities.

To mobilize communities and stakeholders to partner with district in service delivery and their developmental needs.

To promote tourism and investment opportunities I the Distrcit through LED unit

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To promote Government National vision of 2030 the (NDP) and mobilise people around the plan as a road map to economic prosperity, social cohesion and

peaceful society.

To promote and maintain good relations with the media houses (print and electronic)

7. COMMUNICATION ENVIRONMENT / ENVIRONMENTAL ANALYSIS

The Nkangala District Municipality environment is characterised and analysed as both positive and negative as follows:

7.1 POSITIVE MOOD (STRENGTH)

The Public mood and support towards the District Municipality is highly positive.

The District is regarded as one of the well managed and performing municipality by both the province and the national.

It also boasts itself of been the winner of the Salga Awards including the ZK Mathews award.

It has also recived unqualified audit reports for the past six (6) consecutive years and also two(2) Clean audits outcomes in 2014/ 2015 and 2015/6 financial years.

The District is also a gateway through the Maputo corridor to SADC Countries in the Province and is one of the top tourists destination attraction, both locally and

internationally.

It is also the economic hub of Mpumalanga with regard to natural resources, such as mining industries,electricity power stations,manufacturing and agricultural

industries.

The District has adopted both the intergrated Development Plan amd the Service Delivery and Budget Implementation Plan (SBBIP) which provide an oppourtunity

for communities to participate in the Municpal Governance and service delivery programmes.

Annual Participation meetings are always conducted as required by the Loca Government Municpal System Act, 32 of 2000, the Municpal Structures Act No.117 of

1998.

There is also political Stability in the District and the Local Municipalities

There is also minimal services delivery protects in the District.

7.2 NEGATIVE MOOD (FACTORS)

There is general growing public perception of lack of service delivery and corruption in government and local Municipalities, across the province and natonal.

Sporadic service delivery protests and unrests in some of the local municipalities do take place.

Shortage of water in some of the local municipalities in the district.

Non-participation of Traditional Leadership into District Council.

Land invasion and sporadic allocation of stands by faceless people claiming to represent traditional leadership council in some municiaplities.

High level of unemployment, poverty, HIV and AIDS in some local municipalities in the district.

7.3 MEDIA ANALYSIS

The Location of the district also provides it with an oppourtunity to be closer and accessible to most National and Local media houses (print and electronic)

The availability of these media houses provide an oppourtunity for the District to create good relations and form partneships in order to communicate and provide

valuable information and service delivery programmes to the communities as required by the Municipal System Act 32 of 2000, section21.

The District has recived positive media coverage, especially with local media (both print and electronic)

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This good and positive mood can be enhanced and sustained through vigorous and constant engagements, briefing sessions and the formation of partnerships

with media to ensure effective communication with the communities.

8. COMMUNICAION CHALLENGES

Lack of a communication infrastructure and human resources to execute communication services in the District.

Lack of clear communication infrastructure units and limited human resources and capacity in the local municipalities.

Non-functionality of some of the Local Communication Forums (LCF’s) in the local Municipalities.

Growing lack of public confidence in the local government system on service deliveryLack of timeous response to media queries due to bureaucratic processses

Delays on implementation of service delivery programmes due to cultural protocols to be followed in the Consultation with the Traditional Leadership in some

areas in the local municppalities.

Inability to communicate messages in all official languages existing and as spoken within the District (Diversity and language barriers)

Lack of sufficient budget for communication unit to communicate NDM policies and programmes effectively to the communities across the District.

Lack of understanding of the role and functions of communication within the District and Local Municipalities by some line manager and political principals

Minimum understanding of media environment and/or refusal /reluctant to engage and interact with media on topical issues of service delivery by local

municipalities.

9. MESSAGES AND THEMES

9.1 Core National Message

The core national message of government is ‘Together, We Move South Africa Foward’’. Therefore the Nkangala District Municipality message is as follows:

“Together, We move Nkangla District Forward’’. Our Motto is: “We are Destined for Excellence”.

9.2Themes and Secondary Messages

Other communication themes and secondary messages will be developed in line with the National message, GCIS Communication Framework to support the

national message and the strategic objectives of NDM.

10. STAKEHOLDERS

The stakeholders of Nkangala District Municipality is catergorised as follows but not limited to:

Local Municipalities

Both internal and external publics (staff/workers and communities)

National and Provincial Governments Departments

Business Communities

Political parties

Influential and opinion makers

Municipalities

Community forums and structures at various levels

Traditional Leaders/ Leadership

Different dominations (churches, Traditional Healers, Muslim etc)

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Non-Governmnetal Organizations

Women Organizations

Print and Electronic Media Houses

Youth Formations

People with disabilities

Community organizations (schools, SGB’s, Teacher formations, CPF’s, CDW’s.Ward committees)

Members of the comunnities

District and Local Councillors

11. MESSENGERS, AUDIENCES AND CHANNELS, TYPES OF EVENTS

The following messengers, audiences, and channels shall be recognised in the implementation of the strategy for various types of events for the NDM:

11.1 Messengers

The messengers will be divided as follows:

Primary messengers

(According to Council resolution on who should speak or delegated to speak on behalf of Council)

Executive Mayor

Speaker

Members of the Mayoral Committee (MMC’s)

Municipal Manager

Public Liaison/ Head of Communication

Executive Mayor’s spokeperson

Secondary messengers

Councillors

Head of Departments ( Section 57 Managers )

Ward Committee Members

CDW’s

Traditional Leadership

Business people

Other Stakeholders

Media

Third Party Endorsers

Analysts

Journalists

Academics

Opinion makers

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Politicians

Communities

Artists

Audinces

Target audience wil comprise:

Local Municpalities

The NDM councill and staff

Community People

The National and Local Media ( print and elctronic)

The regional public (including youth, women and disable people)

Business people and mining sector

Potential donors such as eskom, Sasol, Telkom, BHP Billiton etc.

Diplomatic corps such as Ambassadors

SALGA

Public Servant (Internal staff)

Provincial and Local government

Research and academic institutions

Statutory bodies/parastals

Channels (Source of Communication)

Most of the channels to be used to convey and disseminate the NDM messeges are:

Publications (e.g. the NDM newsleter, Annual reports, Brochures, Stragetic plans, etc.)

Advertising

NDM video photographics

NDM website

Road show campaigns

National and Loca Media (both print an electronics)

Regional and local izimbizo (outreach meetings)

Promotional materials ( T-shirts, caps, etc)

Thusong service centres

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12. COMMUNICATION PLAN

The following intergrated communication action plan will be used to realize the communication strategy. The plan is guided and informed by the District strategic

objectives as outlined in the District IDP and Service Delivery and Budget Implementation Plan (SDBIP) as adopted by council. It is also guided by both the

National and Provincial Communication Framework of 2014-2019 from the commucation Ministry.

The plan outlines the intergrated and coordinated communication activities/programmes action plan to support the Nkangala District Municiaplity and the Local

Municipalities to realize their mandatory sustainable service delivery to the people of Nkangala District Municipality.

INTEGRATED COMMUNICATION ACTION PLAN 2017/ 2018

Priority issue Objective Activity/strategy Time frame/frequency

Responsible person

Budget implications Medium channels

Good Governance and Communication

Creation of effective and vibrant organization

Submission of the reviewed communication strategy and plan to Council for approval.

Implementation of the approved communication strategy and plan.

Implementation of the communation policy.

31 March 2018 30 April 2018 30 April 2018

MM/GM: CS Communications MM/GM: CS

Administrative R100 000.00 R100 000.00

MM Office MM/GM: CS Communications MM/GM: CS Communications

Good Governance, marketing and branding Intergovernmental Relations (IGR)

Ensure effective marketing, branding and promotion of NDM images Deepening democracy and enhance intergovernmental relations

Branding and marketing of NDM service delivery programme/projects and events through issuing of media statements,adverts, interviews and brouchers to print and electronic media.

Purchase of communication equipment (tools) Cameras, TV flat screens, Radios, Videos and recording machines, portable PA Systems and brand banners

Production and publication of NDM newsletter

January 2018 and ongoing January/February 2018 Jan-Mar 2018(quarterly) Quaterly

Communications Communications Communications Editorial team and departments

R100 000.00 R500 000.00 R300 000.00

MM / GM Offices Communications. Print and electronic media MM / GM Offices Communications. MM Office/ Communications Service provider

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Convene and cordinate district communication forums

Facilitate communication protocol, media relations workshop, networking session and media breakfast

Attend GCF and PGCF meetings

Cordinate and participate in celebration and commemoration of national Calender days events, namely, back to school campaign, State of the National Address (SoNA), human Rights day, Freedom day, youth day, workers day, SODA etc through pre-events and exhibitions

Jan-June 2018(quarterly)

Communications DCF Core-team Communications Transversal Youth Social

R50 000.00 R30 000.00 R150 000.00

Meetings Meetings Meetings/events/interviews

Good Governance and Community Participation

Ensure participation of all stakeholders in IDP and Budgest processes

Communication and publicity campaign on IDP

Media releases.

Media slots and Pre-interviews.

Promos and live reads.

Marketing, Publicity/ Adverts.

Branding.

January-February 2018 and Sept- October 2018.

Communications

R500 000.00

Communications Print and electronic media . media interviews and publicity Public Participation

Good governance and effective internal communication,events co-ordination and management

Ensure efficient, transparent,collective and accountable internal dissemination and flow of information to all internal employees and stakeholders

Develop corporate identity manual (CIM)

Establishment of a district internal communication and events management committee or forum

Develop guidelines on events and functions co-ordibation and management

30 December 2019u Communications

R300 000.00 MM Office Communications Corporate Service

13. PROPOSED COMMUNICATION STRUCTURE

In order for the communication strategy and integrated communication plan to be effectively implemented in order to realize the NDM broad strategic objectives for service delivery, the following

communication structure is proposed.

This proposed structure is line with the suggest striucture by both SALGA and GCIS as the custodian of government communication and information systems. It should be noted however that

detailed job descriptions and functions wil further be unpacked in the didtrict communication policy which is currently being developed.

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NDM COMMUNICATION STRUCTURE

Functions Responsibilities

Attend strategic mamagement meetings

Oversea the implementation of overall communication strategy

Develop communication policy of the municipalty

Promote intergrated communications with sphere of all government (IGR)

Convene and chairs all communications/coordinating forums

Attend and participate in cooporative Governance and Traditional Affairs (COGTA)’s forum

Manage the overall communications unit

Assist the municipality with protoal related issues

Attend and participate in Government Communication and Information systems (GCIS0

Convening and provide leadership management to District Communicator’s forum (DCF)

Advise management on municipality pplicies and public perception.

EXECUTIVE MAYOR

MUNICIPAL MANAGER

HEAD OF COMMUNICATION

(PUBLIC LIASON)

ADMINSTRATIVE STAFF

To render administration and secreatariat support to the unit

MEDIA

RELATIONS

COMMUNICATION

RESEARCH PUBLICATION

AND

PRODUCTIONS

EVENTS CO-ORDINATION, BRANDING

AND MARKETING COMMUNITY AND

INTERGOVERNMENTAL LIAISON

MEDIA

STATEMENTS

MEDIA

RELATIONS

DAILY CLIPPINGS

MEDIA PLANS

NETWORKING

WITH

JOURNALISTS

MEDIA BRIEFINGS

MEDIA

MONITORING

CONTENT

DEVELOPMENT

IDENTIFY

OPPORTUNITIES IN

LOCAL GOVERNMENT

COLLECT VALUABLE

INFORMATION FOR

COUNCIL’S VISSION

AND MISSION

ENVIRONMENTAL

ANALYSIS

NEWS LETTER

PUBLICATION

DEVELOP CORPORATE

IDENTITY MANUAL

WEBSITE CONTENT

DEVELOPMENT

PRODUCE

PROMOTIONAL

MATERIAL

PRODUCT

DEVELOPMENT

COMMUNICATION

RESEARCH

CALENDAR OF

EVENTS

KEY MESSAGES

FOR CAMPAIGNS

AND PROJECTS

EVENTS

MANAGEMENT

MARKETING AND

BRANDING

INTERNAL

COMMUNICATIONS

OUTREAH

PROGRAMMES

INTERGOVERNMENTAL

RELATIONS

COMMUNITY LIAISON

IZIMBIZO/MEETINGS

STAKEHOLDER

MANAGEMENT

ENVIRONMENTAL

ANALYSIS AND

SCANNING

STAKEHOLDER

LIAISON AND

MOBILISATION

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CONCLUSION

It is envisaged that this draft communication document will produce fruitful and quality engagement and generate good and innovative ideas towards the development of efficient, effective and

intergrated communication strategy of Nkangala District Municipality.