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Government and communication

The vision of the Government Communication and Information System (GCIS) is government communication that empowers and encourages citizens to participate in democracy and improve the lives of all.

The GCIS aims to lead the strategic communication of government through submitting a national communication strategy to Cabinet and ensuring coherence of messages, open and extended channels of communication between government and the people, towards a shared vision.

Two agencies were established under the Executive Authority of the GCIS, namely the International Marketing Council (IMC) and the Media Development and Diversity Agency.

Some of the chief directorates include:

• The Communication Service Agency provides core communication services to the GCIS and other government departments, both in-house and through outsourcing.
  
• Content and Writing provides language services on products that require translation and editing. It produces the South Africa Yearbook, Pocket Guide to South Africa and Vuk'uzenzele and maintains the Government Services, Government Information and the GCIS websites.
  
• Media Engagement drives interaction and communication between government and the media. The directorate also comprises the government news agency, Bua News.
  
• Media Rapid Response conducts media monitoring and develops appropriate communication interventions and initiatives.
• Policy and Research conducts research to assess how government should inform the public communication needs and monitors media coverage of government programmes.
  
• Provincial and Local Liaison provides development communication and extends government's information infrastructure through partnerships with provincial and local government. It facilitates the establishment of Thusong service centres to make services and information more accessible to the public, particularly the disadvantaged. By mid-2010, there were 150 operational Thusong service centres throughout the country. Strides had been made in partnership with the Department of Public Service and Administration in ensuring information and communications technology (ICT) connectivity in 55 centres, coupled with the installation of 39 prototype general service counters. In 2009, almost 5,6 million people visited these centres.
  
• The Strategic Planning and Project Management Office implements project management and coordinates services to cross-cutting projects driven by the GCIS, on behalf of other departments.

The chief executive officer of the GCIS is the official spokesperson for government.

The GCIS is central to developing communication strategies and programmes for government's transversal campaigns.

It also assists departments with specific campaigns and events, as well as in developing departmental communication structures.

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International Marketing Council

The IMC, custodian of Brand South Africa, has a vision for the country to be globally competitive, a Top-20 nation brand (Anholt) and Top-30 nation (World Economic Forum [WEF] Global Competitive Index) by 2020.

Established in 2002 as a presidential initiative under the auspices of the GCIS, the IMC strives to achieve positive brand-awareness levels within South Africa's target markets, both domestically and abroad and to be a world-class nation-branding organisation.

The IMC focuses on engendering social cohesion and turning citizens into brand ambassadors. By reinforcing patriotism, pride and optimism among the South African population, foreign audiences will experience the meaning of Ubuntu, and in turn, contribute to enhancing South Africa's international brand image.

The organisation's activities include public relations, with an emphasis on reputation management and stakeholder engagement; marketing through advertising and promotions; brand integration; and digital content generation. In terms of perceptual and attitudinal research, the IMC undertakes regular benchmarking studies such as the Tracker research study and National Perceptions audit.

The 2010 FIFA World Cup™ gave South Africa a powerful opportunity to market its brand promise and touch points to the world. The IMC leveraged this global platform to accelerate the building of the nation's brand equity and to sustain and expand its reputation-building initiatives.

To this end, the domestic mobilisation campaigns Fly the Flag; Football Fridays; Diski Dance; and Be a Good Host; rallied South Africans behind the national brand.

To "mobilise the mobilisers", the IMC deployed tactics such as advertising campaigns; toolkits for Parliament, host cities and government departments; corporate activations. The People's Bus, a World Cup-focused education roadshow, was created and activated nationally.

New media was applied significantly through all initiatives, including the use of online social networking channels such as Facebook and Twitter, and a dedicated standalone website for the Football Fridays Campaign.

The IMC spearheaded the alignment of the South African brand, both from a stakeholder relations and creative perspective.

In collaboration with public-sector organisations, a new South African corporate identity was generated and following Cabinet approval, was launched locally and internationally in 2009.

This brand alignment included the launch of the Brand South Africa Marketer's Portal, which provides the country's marketers with branding and communication material and facilitates interaction between organisations that are marketing South Africa. The portal includes an interactive calendar which, during 2009/10, documented events such as the WEF. Additional online IMC portals include SouthAfrica.info, a content hub for the public and MediaClubSouthAfrica.com, an information centre for media practitioners.

On the global front, the IMC has country managers in the United States of America, United Kingdom and India. The country managers work with the South African diplomatic missions in the capitals to build South Africa's image and foster, as well as nurture, collaborative relationships with key influencers.

The IMC works closely with stakeholders such as government departments, the private sector and media, to define conversations that take place among influencers.

Source: South Africa Yearbook 2010/11
Editor: D Burger. Government Communication and Information System

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Last modified: 13 June 2011 10:09:44.