I believe that I have had my share having being on both sides of the fence, therefore, being at a strategic level rather than operational is what I prefer and adore. I rather sit developing strategies, media plans and write speeches, statements and mostly opinion pieces. Strategic communication is about agenda setting, planning and being proactive.
Though I've been observing things from a distance, I loathe being in the thick of things, running helter-skelter, either as a journalist or spokesperson especially when politicians arrive at a government event. I've been there, done that.
First, I've seen how VIP protectors take over as soon as a politician arrives at public events. I am the one to give police and security personnel space to do their work as they not only form a guard of honour but build a Chinese Wall to protect their principal, especially high-profile figures like the president or premier. With the prevailing political environment, the issue of security is key, though it might be seen as being exaggerated at times. The political environment is more complex than ever.
It's painful to observe how some spokespersons, at government events and functions, assume the role of security when their respective political principals arrive. Their misplaced energy suddenly shouts up the roof, and they become gatekeepers, protocol officers, security guards and worse, bag carriers. They resort to pushing and shoving journalists, thus preventing them from executing their mandate.
Instead of allowing their principals, who are elected representatives to engage with journalists cordially, they build barriers, obstacles and human potholes by erecting a concrete wall.
When journalists ask them to provide them with basic things such as speeches and media statements at the events, it seems they are speaking Greek. How terrible!
I found myself in the middle of such an environment, where journalists asked for speeches and media statements from spokespersons and communication officers. They seemed to be shocked as if they were asking for a classified document.
I remember a question by Talk 702 and Eye Witness News political editor Tshidi Madia on X, “What is the role of spokespersons? What actually do they do?”
Her post was followed by a flurry of comments mainly from journalists expressing their respective challenges and frustrations. As usual, social media users were not kind either, slashing spokespersons with “pastor Mbhoro's panga”.
It’s actually mind boggling as to whether certain spokespersons really have an inkling of their role. Perhaps it's time to look at their job descriptions. Maybe I am missing something that their roles have changed for the worse since the establishment of the GNU. Being combative and hostile towards the media is no way to deal with the media.
- Sepotokele is a journalist, communication strategist, media trainer and journalism lecturer.
OPINION | Government spokespersons forget their media role
Spin doctors need to relook their hostile media treatment
So, we’ve just hit 100 days since the formation of the government of national unity (GNU) following the fiercely contested 2024 elections. One has been observing things from a distance while putting the final touches on a book on political communication, zooming into the relationship between journalists and government spokespersons.
Suffice it to say there have been numerous complaints about the lack of coordination of the message of the GNU, with desktop research by Business Tech about policies and issues relating to communication and a hard-hitting piece by renowned spin doctor Chris Vick in the Daily Maverick.
Also, the unfortunate incident where deputy president Paul Mashatile recently collapsed while giving a speech at a government event in Limpopo brought government communication under a microscope, with conflicting and contradictory messages being peddled and pushed.
I recently found myself back in the thick of things, doing media relations for a government agency, and what I witnessed from the sidelines was spokespersons shunning the journalists instead of opening the furrows of communication.
As much as I still have the energy to run around and my adrenaline pumping, I prefer quietness, peace and solitude. This helps in strategic and systems thinking to set and influence the agenda rather than wasting energy being part of the crowd running.
Being part of the team facilitating media relations, I was left speechless during a media scrum when politicians arrived at the event, without either copies of speeches and media statements. Worse, denying journalists interviews and doorstep interviews despite being in the public.
In my previous life as a journalist, I was privileged to have covered events involving former presidents Nelson Mandela and Thabo Mbeki. As a spokesperson, I was part of public engagement involving Mbeki and Jacob Zuma respectively. Having morphed into academia and consulting, I was part of a few engagements involving President Cyril Ramaphosa. In all occasions, I've witnessed how spokespersons interacted with journalists, some playing the role of VIP protectors and the police.
I believe that I have had my share having being on both sides of the fence, therefore, being at a strategic level rather than operational is what I prefer and adore. I rather sit developing strategies, media plans and write speeches, statements and mostly opinion pieces. Strategic communication is about agenda setting, planning and being proactive.
Though I've been observing things from a distance, I loathe being in the thick of things, running helter-skelter, either as a journalist or spokesperson especially when politicians arrive at a government event. I've been there, done that.
First, I've seen how VIP protectors take over as soon as a politician arrives at public events. I am the one to give police and security personnel space to do their work as they not only form a guard of honour but build a Chinese Wall to protect their principal, especially high-profile figures like the president or premier. With the prevailing political environment, the issue of security is key, though it might be seen as being exaggerated at times. The political environment is more complex than ever.
It's painful to observe how some spokespersons, at government events and functions, assume the role of security when their respective political principals arrive. Their misplaced energy suddenly shouts up the roof, and they become gatekeepers, protocol officers, security guards and worse, bag carriers. They resort to pushing and shoving journalists, thus preventing them from executing their mandate.
Instead of allowing their principals, who are elected representatives to engage with journalists cordially, they build barriers, obstacles and human potholes by erecting a concrete wall.
When journalists ask them to provide them with basic things such as speeches and media statements at the events, it seems they are speaking Greek. How terrible!
I found myself in the middle of such an environment, where journalists asked for speeches and media statements from spokespersons and communication officers. They seemed to be shocked as if they were asking for a classified document.
I remember a question by Talk 702 and Eye Witness News political editor Tshidi Madia on X, “What is the role of spokespersons? What actually do they do?”
Her post was followed by a flurry of comments mainly from journalists expressing their respective challenges and frustrations. As usual, social media users were not kind either, slashing spokespersons with “pastor Mbhoro's panga”.
It’s actually mind boggling as to whether certain spokespersons really have an inkling of their role. Perhaps it's time to look at their job descriptions. Maybe I am missing something that their roles have changed for the worse since the establishment of the GNU. Being combative and hostile towards the media is no way to deal with the media.