Impact of strategic communication policy on service delivery and good governance within KwaZulu-Natal Department of Sport and Recreation.

Abstract

Strategic communication within the public sector is a direct determinant of the quality of service delivery provided to the constituency of the current regime. As a critical tool of good governance, the effectiveness of the communication strategy is directly dependent on the quality of the communication policy. The aim of this research study is, therefore, to gauge the level of effectiveness of the current Draft Communication Policy utilized by the KwaZulu-Natal Department of Sport and Recreation (DSR), and to propose a review of the policy with the intent of refining communication strategy in the light of contemporary global practice. The key questions asked included the degree of familiarity of the DSR with e-governance, as well the contribution of strategic communication as an enabler to good governance. Furthermore, it should be noted that the linkage between Public Administration, management and policy perspectives directed the discussion on good governance within the public sector. Also, analysis of the theoretical frameworks on public policy incorporated the Systems Approach to policy-making and the South African Excellence Model, amongst others. The use of empirical methodology, incorporating the use of questionnaires, interviews and observation has been used to elicit relevant information from DSR officials and stakeholders to identify areas of communication review. This case study approach into the formulation of the DSR communication policy and strategy in the digital era, provides a ‘blueprint’ for government departments in general to achieve their goals and objectives electronically. e-Governance is the emerging mode of contemporary service delivery, and the success of digital government process is highly dependent on information technology being embedded within the communication policy. As a consequence the need for the restructuring of the DSR to regularize operations, management and functioning of the Communication Services Component (CSC) should be immediate. In essence, the formulation and adherence to the prescripts of a communication policy, and the resultant communication strategy is intended to be in keeping with the ethos of good governance in its pursuit of best practice to promote efficiency, effectiveness and value-for-money.