An assessment of external communication at the Mnquma Local Municipality

Abstract

Communication is the life blood of the organisation. No business or institution develops in the absence of an effective communication system. Communication is essential to the delivery of information, creating awareness and ensuring public participation. Participatory communication, which focuses on the active involvement of the people in all stages, is crucial. When participating in local government, citizens should be knowledgeable and attempt to understand the system and its operations, and be aware of their rights and responsibilities. To be truly significant and meaningful, participation needs to be based on the application of genuine two-way communication principles and practices.

This study aimed to do exactly that; investigate, explore and analyse the various external communication channels employed by the Mnquma Local Municipality (MLM) whilst evaluating their effectiveness given the challenging circumstances and environment of a rural community and constituency. In this study a descriptive design with a quantitative research methodological approach was used. Data was collected from 400 constituents, using a questionnaire.

Most respondents admitted that the municipality does communicate with them in a language they understood and that the municipality encouraged communication participation; however they indicated a need for more face-to-face engagement, a robust community development worker (CDW) programme, and more councillor engagement. Challenges to effective communication were identified as the lack of Information Communication Technology (ICT) infrastructure and the slow infiltration of technology in the area as well as delays in message delivery and that the municipality did not keep them informed. The demographics presented another unique challenge in that the literacy levels are low and poverty is rampant.