MEDIA relations with various spheres of local government have come a long way from the scorned days of ‘no comment’ and hostile encounters.
In fact, more municipalities now understand the need for a healthy working relationship with media houses, to ensure ratepayers stay abreast of developments and are able to interpret complex matters of Council.
It is an essential marriage that has an important role to play in society.
With the media deemed as vehicles to communicate vital information and keep the public educated on municipal resolutions, it is also a watchdog ensuring that public servants are accountable and transparent to the people who voted them into power.
Although dubbed a ‘love hate’ relationship, it is a fundamental union.
We don’t always have to be friends. We may agree to disagree but at the end of the day it is about presenting the information to the ordinary man on the street, who is thus empowered to make his own decisions and interpretations.
It is about dissecting and condensing volumes of agendas discussed and debated at Council meetings so that ordinary readers understand what decisions are being made on their behalf, what services are being provided and how their money is being spent for the betterment of communities.
It is also about balanced, responsible reporting where all sides of the story are objectively presented whether it’s a positive piece or a controversial hard-to-swallow read.
But no matter how rocky the relationship might be – there’s no question that in a democracy where freedom of speech was fought for, information dissemination and education is the only way to break shackles of ignorance.
Proactive
For this reason, the proactive measures and lead taken by the City of uMhlathuze to engage with the media and appoint a well-qualified Communications Manager speaks volumes of their efforts to solidify this relationship.
On Tuesday, the Zululand Observer was proud to host a high-level City delegation to its media operations and printing press in Empangeni.
The fruitful discussions certainly paved the way for an open, transparent and professional relationship going forward.
Only good can come of it.
Partnerships of this nature can only enhance the region, which is already earmarked for metro status by 2021.
Projects to improve impoverished communities, the aesthetics of the town and ridding society of its many ills are just some of the avenues that local government together with the media can achieve.
After all both the media and the State have the same objectives – to create a better South Africa for all who live in it and to eradicate the scourges which plague our society.
