Those trained in the art of communication – public relations practitioners, government spokespeople and editors and journalists – are usually good at their jobs… except when it comes to communicating with each other. Allison Cooper reports.
We took some time out to speak to communicators from all sides, asking them each the same questions, in an attempt to foster a better understanding of their role and responsibilities to increase the flow of communication between them.
What can be done to improve the relationship between government communication officials, PR people and editors/journalists?
PR industry’s take:
Ingrid Lotze, Joining Force at join.the.dots and vice president of the Public Relations Institute of South Africa (PRISA) – The basics apply in any relationship – do we understand one another’s perspectives? Do we listen to one another and are we open to connection? The relationship between these individuals is often clouded with agendas, ego and power struggles. The phrase “you two should talk” is more relevant in this environment than in any other.
Government departments can host media open house days, with a focus on building relationships and not on selling a story. Journalists can stop chasing only the story and start reinvesting in building their networks, their inquiring mind and developing insight into new areas. This is where understanding and co-creation of solid journalism comes into play.
PR practitioners can spend time within the halls of government departments, talking to representatives and connecting on a personal level. Listen to their challenges and the boundaries they face so that new ideas, innovation and collaboration can be born.
Chirene Campbell, managing director of Owlhurst Communications – The key to solid, positive relationships between any group of people is clear and regular communication over a number of channels (telephonic, whatsapp, email, social media etc). Misunderstandings and assumptions take place because no-one thought to ask the right questions, or pass on the right information timeously. Most importantly, follow through on your promises. If you promise to respond to an official or journalist by a certain time, do it.
Government communicators’ take:
John Sukazi, head of communication of the Gauteng provincial treasury and spokesperson for the MEC of Finance – The relationship between government and the media in South Africa is robust and this is healthy for any democracy. In the majority of stories published in any form of media in SA, it has become very rare to find an article without a comment from a government spokesperson. This means that journalists make an effort to reach government and request comment and spokespeople work to ensure that they respond within given timeframes.
What is needed to improve the relationship further is ongoing dialogue between journalists and government spokespeople. This must be done in the form of background briefings, networking sessions, workshops etc. The government system is very complex and requires journalists to develop a full understanding of the environment to report thoroughly. The challenge with the current situation in SA is that most media outlets do not have “government affairs” or “public affairs” as a news beat. They only have “politics” as a news beat. Therefore, the relationship could be further enhanced by the separation of these two news beats in newsrooms because a public affairs reporter will develop greater insight into the administration of government and be able to report comprehensively.
Government must also ensure that it appoints spokespeople with first-hand knowledge of the news media and who have the relevant qualifications.
Marietjie Engelbrecht, senior manager communication services CapeNature – Clear, concise communication is key and it is important to take the time to explain complex issues if required.
Themba Ngada, marketing manager for the City of Cape Town, a chartered public relations practitioner and experienced journalist – Each of these segments must train and retain their own. We must attack and conquer the “juniorisation” of the newsroom and the exclusive use of news agency feeds to avoid employing full-time journalists. On the government communicator side, we have seen a slide towards politically-aligned spokespeople playing the role of competence-based professional communicators and lines thinning between the two. There is space for both but government professional communicators should not taint themselves with the colours of the governing party as they are civil servants. If they do, they must not be surprised when bypassed by journalists.
Editors and journalists’ take:
Glenda Nevill, editor of The Media Online – Understanding each other’s roles would go a long way to smoothing out the often fraught relationships between the parties. On government’s side, it’s vital to understand how deadlines work and to try to respond faster to requests for comment or clarity on issues. It’s essential to respond, even if it’s just to say ‘I’m still trying’ or ‘I haven’t forgotten you’. Don’t ever lie to journalists. Rather say ‘I don’t know’.
Journalists, although it can be tricky considering how tight some timeframes are, should try and not leave their questions until the last minute. Yes, I know sometimes it’s done on purpose to prevent injunctions and that sort of thing, but still, respect the fact that government communicators have political principals to answer to, who can be extremely difficult to pin down.
PR practitioners, the same applies. Understand the media you’re talking to. Don’t try and pitch an engineering story to a media outlet or a puff piece on a beauty queen to the Daily Maverick. Do your homework and see who writes what.
Cathy Stagg, Assistant editor, Cape Community Newspapers – Meet each other face-to-face, but not necessarily one-to-one. Editors could invite a spokesperson to address a staff meeting, at which problems could be raised and discussed. Journalism seminars, such as the ones organised by the Forum of Community Journalists, is another excellent option. Inviting a government spokesperson, such as a police officer, as a guest speaker to explain the difficulties they face is an excellent way to build trust and understanding. Government communications officials should be mindful of deadlines, but could also invite editors and senior staff to have a meeting at which views can be exchanged.
Hillary Green, editor Benoni City Times – It’s important to understand where the opposite side is coming from; there should be ongoing feedback between the officials, PR people, and editors and journalists about the media’s requirements. In the case of community papers, such as the Benoni City Times, our news content is very specific to our area and generalised press releases and communications do not meet those needs. By having regular meetings and/or phone or email communication it is possible to satisfy the official aim and requirements of a local publication.
Ingrid von Stein, CEO of www.bizradio.com – Firstly, understand the media landscape. Tell the truth and don’t spin the story to make things appear better than they are. Get to know journalists. Build a relationship of trust. Don’t say “no comment” as we then know you are hiding something and we will go off and do our own research.
What are the pitfalls if these relationships cannot be improved?
PR industry’s take:
Lotze – We face the pitfalls of polluted relationships between the government, PR practitioners and the media every day. Government agendas clash with the media agenda to get a good story. Power struggles end in mudslinging, blame and shame and the entire system remains broken. If we cannot mend these relationships, the toxins that ride along the corridors of misunderstanding, disconnection and conflict continue to jeopardise our democracy.
Government communicator’s take:
Engelbrecht – It is important to build trust both ways. The story may not always go your way, but as a communication person it is important to keep the communication lines open and ensure your message is heard and understood by the journalist.
Editors and journalists’ take:
Nevill – The readers are the ultimate losers as they’re not getting the information and the various sides of the story that hopefully give a balanced view of the subject. Ignoring journalists’ questions doesn’t mean the story is going to go away. It just means that your side of it, your chance to give your facts, is lost.
Stagg – The message will get lost. Editors and journalists serve the needs of their readers/listeners/viewers. Communication officials need to find a way to give them answers to questions that are direct, brief and arrive before deadline.
Green – The main problem with poor communication or lack of timeous response from the government body (particularly in the case of local government) is that the reader suffers and the quality of information in the local publication is impoverished.
Should the two sides gain a better understanding of each others’ role, how do you think this will benefit each party, the public and the country generally?
PR industry’s take:
Lotze – In an ideal world the outcome would include the government hearing and taking the reading public’s perspective into account and the media fulfilling their roles as the public watchdogs and getting their news scoops, but there would also be an air of respect and understanding of a bigger picture which is the successful governing of a country to the benefit of the people.
Campbell – Smoother relationships lead to open and authentic relationships. The media, consumers and citizens of our country are very perceptive to the tone of communication provided by an organisation, and will more easily trust and follow a voice that is open and honest in both positive and negative situations.
Government communicator’s take:
Sukazi – I have seen a lot of young journalists making an incredible effort to understand the government system and how it works, so that they can report in a balanced manner. Also an increasing number of spokespeople make themselves available and respond to questions from journalists on time. This shows that both parties are increasing their knowledge of each other’s work and this is good for the public as it ensures that access to relevant information is provided so that they could make informed decisions.
Engelbrecht – Better understanding improves most relationships! This relationship is symbiotic, we need each other to reach the public and to report accurate information.
Editors and journalists’ take:
Stagg – If mutual respect and trust are established, the flow of information will be more effective. The benefit will be better-informed communities and a country that is proud of the services that are provided by various departments.
Green – A better understanding benefits the official body in that its message is presented to the public while also informing the reading public of matters of importance to the community in a manner which fits in with each publication’s brief for its style and audience.
What one thing can you do personally to foster better communication and understanding, which would ultimately lead to more balanced reporting?
PR industry’s take:
Lotze – Within the context of ever-developing new technology, apps and citizen journalism as well as shrinking advertising and marketing revenues, smaller subscriber bases, shrinking company values and critically low staff levels, the traditional ways of working together have been upended. The one thing we can all do is to start looking for unconventional ways to engage with one another – long before the ‘story’ appears. The need to reconnect as human beings eye-to-eye is beginning to emerge as the way we will find productivity, innovation and development.
Campbell – My reputation is my best asset so I need to ensure that I do what I have promised to do – walk the talk or move along.
Government communicators’ take
Sukazi – Enhanced media relations will ensure that we receive balanced coverage in all forms of media.
Engelbrecht – We need to talk more with one another and try to provide exactly what is requested to the journalist, but also provide background information to improve understanding, especially on complex/emotional matters.
Ngada – Champion the formation of a forum.
Editors and journalists’ take:
Stagg – Lead by example. Always give the communications officer as much time as possible to respond. Questions must be brief and to the point.
Von Stein – I would like to have a direct line to the communications person so I could take them for coffee and together we could understand how things work. Working together is always better than working against each other.
This article first appeared in the March 2015 edition of GovComms published by Government Communication and Information System (GCIS)