Debating the role of the spokesperson

Sunday morning media@safm talk show host Ashraf Garda hosted Wits University Journalism Professor Anton Harber, SABC spokesperson Kaizer Kganyago, Government Communications Department spokesperson Joe Magafole, and seasoned journalist, Janine Lazarus who now works as a Media and Communications Consultant for government departments, parastatals and several blue-chip corporates.

Issues under discussion included the role of the spokesperson, public relations officer and media relations officer within the South African context, and whether a centralised or decentralised communication strategy would work best when communicating with the media.

While it was agreed that a dedicated spokesperson was essential in the modern day communications environment, Lazarus was in favour of a decentralised communication approach, as she said spokespeople from dedicated business divisions could then provide comment on specific issues within their business units. But she also emphasised that it was imperative from a risk point of view for everyone in an organisation to “sing off the same hymn sheet” when it came to communicating effective messages.

The panel agreed that fostering good working relations with the media was not only necessary but critical when dealing with issues of the day - even in the light of controversial matters.

Professor Harber criticised what he viewed as the lack of professionalism by certain government spokespersons who were never available for comment when needed, who refused to take calls from the media, and who generally avoided having to interact with reporters.

In defence of the role of government communicators, Communications Department spokesperson Magafole said that in view of the size of most government departments, it would take years for a spokesperson to get to grips with all aspects. However, he agreed that spokespeople should consult with the relevant expert on a specific matter and relay the message as simply as possible to the media.

The panel also debated the matter of ‘putting a spin' on organizational messages. SABC spokesperson Kganyago said that lying would kill credibility when the truth eventually revealed itself. He advised that it was necessary to “position messages in a way that best represents the views of the organisation as a whole.” They key, he said to combating negative perceptions, was to try and deal with problems within the relevant organisation, openly and honestly.

“Accessibility, key messages, being out there and ready to talk to the media is key. News is an opportunity you can either use or lose,” added Lazarus.

You can access the full panel debate on the following link: ftp://intranews.ftpaccess.cc/Janine_Lazarus_PR/