Customer focused governance : exploring strategic government communication for service delivery in the Eastern Cape

Abstract

The study explores the concept of customer focussed governance and examines strategic government communication for service delivery in the Eastern Cape. The conceptual framework for the study is based on the proposition that strategic government communication is vital for customer focussed governance and enhancing service delivery. The purpose of the study is to explore strategic government communication for service delivery. The study arrives at the following conclusions: Government communication at local and provincial government spheres in the Eastern Cape is relatively strategic because it meets the requirements of strategic communication management. This is evidenced by the availability of senior management and communication management positions and approved communication strategies. Moreover, communication is a management function, managed strategically with communication managers involved in decision-making structures and on the planning of service delivery programmes. However, the communication units are not strategically located in the offices of Accounting Officers as prescribed in the South African government communication policy. The study also finds that there is political influence on government communication in the Province, which impacts on strategic government communication. However, the study also found that strategic government communication is not well understood within government by internal directorates, Accounting Officers and Executing Authorities. This results in under resourcing on financial and non-financial aspects of government communication to fulfil its strategic function on service delivery. Moreover, the concept of corporate identity and branding is not well understood by communication managers and thus not utilised to ensure access and benefits of service delivery through awareness to the Eastern Cape citizens.