Government Pushes Unified Communication Strategy Across South Africa

Speaking during the meeting, Morolong said government communication must become a core function rather than an afterthought.

The South African government is stepping up efforts to improve the way it communicates with the public through a revised Government Communication Policy that promotes coordinated messaging, stronger support for community media and increased investment in public communication. The latest discussions took place in KwaZulu-Natal, where Minister in the Presidency responsible for the Government Communication and Information System (GCIS), Kenny Morolong, met with the Provincial Executive Council to discuss the policy's implementation.

The engagement forms part of a nationwide programme led by the GCIS, the Media Development and Diversity Agency (MDDA) and Brand South Africa to build support for a more integrated communication system across all levels of government.

Stronger Coordination Across Government

Speaking during the meeting, Morolong said government communication must become a core function rather than an afterthought. He explained that the revised policy is designed to ensure that national, provincial and local government institutions deliver clear, consistent and coordinated messages to the public.

One of the key proposals encourages government departments and public entities to allocate between three and five percent of their budgets to communication activities. According to Morolong, adequate funding is necessary to strengthen public engagement and improve the delivery of government information.

Greater Support for Community Media

The revised policy also places greater emphasis on supporting small commercial and community media organisations. Under the proposed framework, government is expected to direct 30 percent of its advertising expenditure towards these media outlets, creating more opportunities for local publishers and broadcasters while expanding access to government information in communities.

Morolong said encouraging progress has already been made in KwaZulu-Natal, adding that the province has shown positive commitment to the objectives of the revised communication policy.

Promoting KwaZulu-Natal and South Africa

Discussions also focused on strengthening collaboration with Brand South Africa to promote KwaZulu-Natal as an attractive destination for investment and economic development. Morolong said further engagement between the province and national entities will identify practical areas of cooperation that can support economic growth while strengthening South Africa's national image.

KwaZulu-Natal Premier Thami Ntuli welcomed the discussions, saying the engagement provided an opportunity to improve coordination within government and ensure that communication efforts remain aligned across different institutions.

The KwaZulu-Natal meeting follows similar engagements held in the North West, Free State and Mpumalanga as part of the government's nationwide rollout of the revised communication policy. The programme is intended to improve communication planning, build a consistent national narrative, expand support for community media and strengthen South Africa's nation-branding efforts.