Vicious public attack not the African way

IT WOULD be an understatement to say I was shocked by the public spat between my fellow government communicators, Mvusiwekhaya (Mvusi) Sicwetsha – an intelligent colleague famed to thrive on robust debate – and Sizwe Kupelo, a seasoned and much appreciated provincial government spokesperson.

The drama started on the opinion page of the Daily Dispatch of April 4 with Mvusi rudely waking us up with his stinging opinion piece, “PR glitch highlights EC underspending issue”.

Discussion then spilt over to the social media networks.

Now, nothing is as inspiring as witnessing a well-packed argument – the power of freedom of speech coupled with substance, the real meaning of constructive criticism and comradeship, dichotomy without dissection of one by another. . . the more refined, the more appealing.

But this piece was a rude shock to me on a number of fronts. Please indulge me. In the communications discipline we are taught about the power and impact of words.

Words have the ability to build or destroy; can soothe and sow peace or hurt and devastate.

Words can inspire or infuriate, heal or bruise. Yes, words can unite or divide!

We are further taught about the significance of tone and how it influences the manner in which a message is decoded. Hence the view “it’s often not what you say that counts but how you say it”.

I would take this further and say it is also about where you say it! The use of the proper platforms for engaging is a critical factor.

The level of arrogance and disrespect shown in Mvusi’s piece – choosing the public domain as his stage for critiquing and rubbishing his employer and leaders, politically and professionally, has brought embarrassment to the government as well as the political party which has deployed all of those who are the target of my colleague’s vicious attack.

With this reckless attitude and loose tongue, the ruling party does not need any opposition.

As for the “PR glitch” my colleague refers to, if one searches the media archives one will find bundles of “PR glitches” across all organisations. I dare Mvusi to rebut this fact. Beyond freedom of expression – one of the liberties we enjoy in our democratic dispensation – government communicators are guided by frameworks for our engagement.

The upside of Mvusi’s piece is that it has reinforced my appreciation of why these boundaries are set.

He claims to be speaking in his per- sonal capacity. Really? I am not quite sure how one can separate a government communicator who is privy to so much that ordinary folks are not, from the topic Mvusi has chosen to address.

But the ultimate impact of such a piece may suggest much about the primary intentions of the communicator concerned.

On this matter I think one can draw wisdom from the words of Witwatersrand University professor Jacklyn Cock who, giving the lecture to mark the anniversary of Joe Slovo’s death, had this to say: “As much as Slovo’s pieces were written in his personal capacity, they were never displays of individualism.”

I have taken a few calls from a number of concerned stakeholders who urged me to step in and call for order and discipline.

At the time I was too shocked, in fact frozen. I needed a bit of time to catch my breath.

But there is often more harm communicated by silence at a time when we must speak out.

I will, therefore, be failing in my duty if I do not tender deep-seated apologies for this display of disrespect and disunity.

First, to the ruling party that, on behalf of the electorate confidently deployed the honourable premier Phumulo Masualle to the highest office in the province, for the blatant disrespect encapsulated in Mvusi's piece which heaped untold humiliation upon the premier.

Then to the honourable education MEC Mandla Makupula for being portrayed in such a negative light with tongue lashing based on sheer hearsay – by Mvusi’s own admission. Also to the honourable Rural Development and Agrarian Reform MEC Mlibo Qoboshiyane, in whose office Mvusi serves.

We are confident this ill-discipline does not reflect your views and regret the harm brought to the image of your office.

Further, to the director-general in the office of the premier, Marion MbinaMthembu, for the manner in which the integrity of your office has been undermined.

And to the Minister of Communications Faith Muthambi, and her Eastern Capeborn deputy, Stella Ndabeni-Abrahams, may this episode not suggest that your efforts in providing guidance to government communicators are fruitless and are falling on deaf ears.

Further, to the Department of Public Service and Administration, the home of public servants and in which the responsibility of instilling a sense of professionalism and respect towards the public is invested.

With this reckless attitude and loose tongue, the ruling party does not need any opposition

And lastly and most importantly, I apologise to the citizens who have had to witness this unfortunate spectacle.

Respect begets respect. Good manners are never out of fashion. It is un-African to address one’s leaders in the manner in which Mvusi has.

Hopefully those who follow in our footsteps will not mistake this kind of hostility for assertiveness.

Mandisa Titi is general manager for provincial communications in the Eastern Cape