DSD COMMUNICATORS CONVENE NATIONAL FORUM TO ALIGN MESSAGING AND INNOVATE AMID BUDGET CUTS

By Precious Mupenzi

• DSD National Communicators’ Forum (NCF) calls for stronger alignment between programme implementation and public messaging to ensure that the sector’s work reaches South Africans effectively and coherently.
• “We need to do things differently. Let’s maximise the platforms we already have, like DSDtv and DSD News, to drive our narrative and document the work we are doing as a sector,” Acting Deputy Director-General: Corporate Support Services, Ms. Lumka Oliphant urged.
•  ⁠While not shying away from raising critical challenges, including shrinking budgets, shortage of human resources, and competing demands that strain an already limited capacity, Communicators committed to closer collaboration, integrated planning, and innovation to overcome resource gaps.

Social Development Communicators have called for stronger alignment between programme implementation and public messaging to ensure that the sector’s work reaches South Africans effectively and coherently.

This emerged during the three-day National Communicators’ Forum (NCF), hosted by the Department from 05 to 07 May 2025, where day one focused on collaboration, innovation, and aligning communication with national priorities

Held in East London, the three-day session — which continues until Wednesday — has drawn delegates from national and provincial social development departments, public entities SASSA and the NDA, and the Government Communication and Information System (GCIS). The forum aims to ensure that communication interventions are accurate, relevant, and directly aligned with the Department’s programme content and implementation timelines.

The first day set the tone for strategic collaboration, with programme and line managers presenting their activities to communicators to help them better plan and synchronise their efforts. This new integrated approach is designed to strengthen the Department’s messaging and amplify the impact of its work across all platforms.

Acting Deputy Director-General: Corporate Support Services, Ms. Lumka Oliphant, officially opened the session by challenging communicators to innovate in the face of budget cuts affecting government departments. “We need to do things differently. Let’s maximise the platforms we already have, like DSDtv and DSD News, to drive our narrative and document the work we are doing as a sector,” Oliphant urged, calling for fresh thinking and tighter collaboration.

One of the key sessions included a presentation by Dr. Ntombifuthi Nala from Government Communication and Information System (GCIS), who outlined the importance of aligning departmental communication with the government’s Medium-Term Development Plan (MTDP). Dr. Nala emphasised that communication should not only inform and educate but also proactively mirror government priorities through targeted campaigns. “Departments must promote the MTDP by showcasing how their programmes contribute to national objectives, thereby reframing South Africa’s communication landscape over the next five years,” she noted.

She outlined key points from the GCIS roadmap, urging departments to:

•⁠ ⁠Promote the MTDP by highlighting how programmes contribute to national priorities.
•⁠ ⁠Shift towards proactive communication, setting the public agenda instead of reacting to crises.
•⁠ ⁠Focus on people-centred storytelling that showcases the real-life impact of government services.
•⁠ ⁠Leverage partnerships with community media and influencers to extend reach.
•⁠ ⁠Adopt a digital-first mindset to cope with budget constraints and changing media consumption.

Dr. Nala also pointed out the strategic shift needed in government communications, focusing on proactive storytelling, amplifying service delivery achievements, and adopting a people-centred approach that reflects the lived realities of South Africans. Among the key strategies discussed were strengthening partnerships with community media, deepening media monitoring and analysis, and embracing digital platforms to reach broader audiences.

However, communicators at the forum did not shy away from raising critical challenges, including shrinking budgets, shortage of human resources, and competing demands that strain an already limited capacity. The lack of sufficient personnel was cited as a major obstacle to implementing comprehensive campaigns, while budget constraints have forced communicators to rethink traditional outreach methods.

Despite these hurdles, the forum ended on a note of determination, with delegates committing to closer collaboration, integrated planning, and innovation to overcome resource gaps. The consensus was clear: by working together and aligning communication efforts across the sector, DSD and its entities can amplify their impact and ensure that South Africans are fully aware of the services and support available to them.

The NCF also reaffirmed the need for ongoing engagements between programme managers and communicators to maintain alignment and ensure that the sector’s messaging remains relevant and responsive to the needs of citizens.

The forum has also created a platform for communicators to candidly discuss the operational challenges they face, particularly budget cuts and human resource shortages, which limit large-scale campaigns and outreach. However, there was a strong consensus that innovation, alignment, and better use of existing platforms could help communicators overcome these obstacles.

The NCF’s sessions continued through Tuesday with further presentations from programme managers and strategy discussions aimed at shaping the sector’s communication approach for the year ahead.