Pretoria:Deputy Minister in The Presidency, Kenny Morolong, has called on government communicators to deliver credible and timely information to bolster trust between the state and its citizens.
According to South African Government News Agency, Morolong highlighted the increasing threat of misinformation and disinformation, emphasizing the need for a more coordinated approach across government communication systems. He noted that the rapid advancement of artificial intelligence further complicates the communication landscape, necessitating a more robust and authoritative presence in the information ecosystem.
During a Government Communication and Information System (GCIS) strategic session, Morolong urged communicators to adapt to the changing ways people access and share information. He stressed the importance of integrating and enhancing existing journalistic capabilities to quickly and effectively disseminate reliable information.
Morolong also addressed the impact of citizen journalism, urging government communicators to reassess internal processes to respond more swiftly to the public's informational needs. He pointed out that timely digital responses are crucial in today’s fast-paced media environment, where the absence of credible information can lead to misinformation.
He emphasized the need for GCIS to be proactive rather than reactive, setting the agenda through the Content Hub. This approach involves identifying emerging issues, understanding public discourse, and filling information gaps with authoritative content across appropriate platforms.
The Deputy Minister called for a unified communication strategy across government departments, stressing that GCIS cannot succeed if communicators work in isolation. He highlighted the importance of community media in reaching local populations, suggesting that bolstering their capacity would help build an informed citizenry.
Morolong concluded by stating that the GCIS brand should embody trust, credibility, and strategic leadership, while also being responsive and innovative in its communication efforts.