A week ago the provincial Police structure summoned the media for a work session in Polokwane.
After having been kept waiting for more than an hour, a model was revealed that would apparently solve the woes of journalists when it comes to liaising with communication officials. The implementation thereof is a directive from the National Police Commissioner who, like his provincial subordinate, is committed to favourable media communication.
Bheki Cele’s vision for improved communication is commendable, because at present any attempt at improvement is welcome. With the exception of a handful of officials past interaction with communication officers was a battle that at times called for necessary intervention from the top. This would bring immediate relief in the existing status quo, although it remained short-lived. The new model is therefore admirable, if only it works. From some corners it is regarded as a pipedream only, that could easily work elsewhere in the country for Limpopo is worlds apart from the rest when it comes to getting the message across.
Indeed many of Limpopo’s communicators – whether in the private or public sector – can benefit from improved conduct for they have a long way to go to meet certain targets in their media strategies. It repeatedly boils down to the basics not being addressed by officials who remain ignorant about the operations of respective newspapers and their applicable deadlines, fail to get invitations for events out on time if they indeed manage to extend invitations at all, cannot always provide the correct information in the shortest possible time, do not make available copies of speeches to check against delivery beforehand, do not inform the media of news-related occurrences, keep the media waiting indefinitely without prior notification of any change in pre-determined schedule and would even go as far as arranging media presence at events three hours ahead of starting time. Simultaneously the newsmakers they represent remain unavailable for interviews.
The burning issues have seemingly existed forever and some individuals are seen unable of making a detrimental difference. There are individuals - whether public servants or employed in the private sector - who are committed to the task, but the conduct of the majority leaves much room for improvement. To the latter media liaison is a job to get over and done with as quickly as possible. To a select few the job is a passion, a lifestyle that demands of them to be professional and available 24/7, armed with the necessary knowledge and updated information around the clock.
No journalist should have to go to battle, as is the case in Limpopo, to solicit crucial cooperation from relevant officials in order to perform their duties. Communicators get remunerated to do exactly that. They carry forth an equally important mandate to communicate the principles, policies and news of a corporate or public institution and should perform their work in accordance and in a proficient way.
It is time for the guilty parties to pull up their socks and get with the programme.