Government spin doctors urged to refocus
Implored to communicate efficiently and effectively
Government communication experts have been urged to improve and align the public relations arm of government to the Reset Agenda so as to improve service delivery through access to timely, relevant and factual information.
The Government Reset Agenda is part of government’s revitalisation strategy, which encourages public servants to strive for excellence and continuous improvement in service delivery.
Addressing heads of government public relations officers at the start of a threeday Communications Annual Performance workshop held at Adansonia this week, Acting Permanent Secretary in the Ministry of Presidential Affairs, Governance and Pubic Administration, Goitsemang Morekesi noted that the services delivered daily by the government to the people and communities of Botswana are fundamental to changing lives. She recognised the important role communication experts play in building a better and stronger country for all. Introspection and the need to focus on deploying effective solutions and strategies, leveraging government-media interaction, fighting against fake news and misinformation to build trust in the government were discussed.
Government spokespersons are charged with amongst others, conducting briefings with the press; developing media strategies and communication policies with the media and the public; planning and managing media campaigns to put out consistent, longterm messages; and evaluating the effects of communicating on the public’s opinions and behavioural changes, as well as advising government officials on potential media reactions to proposed policies, and work to mitigate these reactions when necessary.
Noting challenges brought about by the digital age, fake news and a playing field that is constantly changing, Morekisi challenged communication practitioners to not only be adaptive but to explore competencies that will make them useful whilst remaining authentic.
“You need to communicate in a way that neutralises negativity and keeps the nation calm,” Morekesi said.
Other challenges pointed out include the lack of consistency in having access to timely information as well as communication experts being left out of critical meetings where important information is shared. At the end of the workshop, the chief communicators are expected to have drafted annual plans for each ministry and one for government’s overall communication body.
The plan drafted is expected to draw from key national strategy documents such as the National Vision 2036, National Development Plan (NDP), Government Reset Agenda and the Economic Recovery Transformation Plan. “We want to hone our ability as government to speak with one voice, explore ways to best send out information about government projects and programs in a manner that is beneficial, efficient and effective,” Deputy Permanent Secretary William Sentsheng said.