Hon Chairperson, chairperson of the portfolio committee, Deputy Minister, hon members, honoured guests, comrades and friends, members of the Government Communication and Information System, staff and management, members of the media present, ladies and gentlemen, I feel privileged to present the 2012-13 Government Communication and Information System Budget Vote in this House today.
Today marks a very special anniversary in our country's history, because it was on this date in 1994 that we witnessed the inauguration of our first democratically elected President, Nelson Rolihlahla Mandela. Now, 10 May 1994 was also the first time the colours black, green, gold, red, white and blue were united in a single banner to create one the world's most colourful flags. On that day the nation's focus and that of the world was on the Union Buildings, where Madiba took a historic oath that marked the advent of democracy in our country. I am sure that the House and the nation will join me in recognising this historic day today.
In his state of the nation address this year, President Zuma said, and I quote:
The work done last year indicates that if we continue to grow reasonably well, we will begin to write a new story about South Africa - the story of how, working together, we drove back unemployment and reduced economic inequality and poverty.
The work to which the President was referring three months ago is the ongoing accumulation of the daily deeds and the actual realisation of the reality that President Mandela called for 18 years ago. President Zuma's "new story" is the underlying reality of how our country is changing and, in the context of this Budget Vote, it is also about government's effective narration of this changing, and changed, reality.
In our fight against the triple challenge, namely unemployment, poverty and inequality, it is as important for government to create tangible and practical opportunities for a better life as it is to let people know, in the first place, that these opportunities exist. Every house we build, every identity document we issue, every social grant we make available to someone in need and every business opportunity we create would be meaningless if no one knew these opportunities existed or how they could access them.
The GCIS will take political principals and key figures in our administration into people's homes, corporate boardrooms and other stakeholder forums as part of ensuring that government presents its programmes directly to interest groups and that government gets to hear directly from such interested parties.
Over the coming years the GCIS will, in line with its vision of being the pulse of communication and excellence in government, energise the nation around our development goals and help to maintain the confidence of investors and partners, both locally and internationally.
The GCIS executes its mandate in at least two ways. Firstly, it does so by being in partnership with communicators across all spheres of government and in all entities of government. Secondly, the GCIS itself commands a range of communication platforms and a stakeholder management system that feed off and feed into the communication programmes of departments. This approach was implemented with great energy and innovation in 2011-12, a financial year in which the organisation spent 95% of its allocated budget.
To guide communication in government, the GCIS developed the National Communication Strategy, which shaped the various communication activities of departments, provinces and entities, setting the basis for clarity, coherence and cohesion in government communication. The GCIS effectively co- ordinated a multidisciplinary implementation of the department's communication services for campaigns that had been made a priority in the 2011-12 Government Communication Programme.
Some of the campaigns that the GCIS supported and played a key role in co- ordinating include the launch of the Matola Memorial Monument in Mozambique; the COP 17/CMP 7 United Nations Climate Change Conference; the World Economic Forum in Davos, Switzerland; Water Week; and 16 Days of Activism for No Violence Against Women and Children.
The GCIS enhanced the reach and frequency of the Vukuzenzele publication by successfully converting this important information source from a magazine that was published every two months into a monthly free newspaper, with a circulation of 1,7 million copies per edition. More than 50 million copies have been published in all the official languages, as well as Braille. Vukuzenzele is the only newspaper in the country that is published in Braille.
This was the year in which the GCIS took to another level the co-ordination of media bulk buying as recommended by the task group on communications in its recommendation in 1996. This is to ensure that we centralise and in- source government procurement of advertising, thus cutting out the middleman to maximise government's buying power.
The GCIS has also, in partnership with the Department of Co-operative Governance and Traditional Affairs, trained 655 officials, including mayors and their executive teams, in 108 municipalities throughout the country. Media management training was also provided to 15 heads of missions deployed to various countries.
The GCIS's primary role is to provide strategic leadership in government communication and co-ordinate a government communication system that ensures that the public is informed about government's policies, plans and programmes. In the 2012-13 financial year the GCIS will focus its resources to service its corporate strategy and facilitate the implementation of the National Communication Strategy. The national strategy remains focused on the five key priorities of government, with an added dimension being that of popularising the extensive public infrastructure development campaign launched by President Zuma this year.
The GCIS has set itself a number of key strategic objectives that address internal efficiencies and external impact. One objective is that of building people, products and processes, as well as a reliable knowledge base to ensure an effective government communication system. This entails strategic leadership and support in government communication; media monitoring, research surveys and analysis; and content development and the creation of platforms to grow the voice of government.
The GCIS is also committed to maintaining a well-functioning communication system that proactively informs and engages various publics. Features of this approach include adherence to government communication standards; alignment of messages across the spheres of government; building an empowered citizenry through sustained communication of government policies, plans and programmes; and building and maintaining stakeholder partnerships.
As I have previously indicated, the GCIS will also entrench an efficient and effective production and advertising agency for government, focused on cost-effectiveness and the impact of messaging. Internally, the GCIS will maintain responsive, cost-effective, compliant and business-focused corporate services with the emphasis on attracting and retaining highly skilled human capital; efficient and effective information technology infrastructure and systems; effective strategic management processes and procedures; professional internal audit services; and proactive, responsive, compliant and cost-effective finance, supply chain and facilities management.
Finally, the GCIS will work with departments, clusters and entities to ensure that government's image and that of the state at large is projected, defended and maintained. This will involve managing government's corporate identity; continuous measurement of public perception; professionalising the government communication system; and popularising the programme of the Presidential Infrastructure Co-ordinating Commission.
Chairperson, in the coming year the GCIS's key deliverables include the following: We will launch a project focusing on 20 years of democracy, with a view to mobilising government and the nation at large in the build-up to the marking, in 2014, of two decades of democracy.
More than 20,4 million copies of Vukuzenzele will be produced, with over 5 000 copies being available to Braille users and 120 000 copies of Public Sector Manager magazine will be produced. This will be supplemented quarterly by GovComms, a newsletter-style publication focused on communication practices across government.
Media assessment reports will be produced daily to inform the work and agility of our rapid response. In addition, reports analysing the communication environment as it relates to clusters will be produced.
Over 40 000 copies of the South Africa Yearbook, 20 000 Yearbook Pocket Guides and 4 000 DVD versions will be made available to public libraries, schools and other institutions.
Around 3 000 development communication projects aligned to the communication programme of government will be implemented on various platforms such as community media, seminars, workshops, public participation programmes, door-to-door visits and Thusong-driven campaigns.
There will be a special focus on the Achievements of Local Government campaign and a planned community radio approach, where elected local officials will be able to provide feedback on achievements in their municipal turnaround strategies.
The GCIS will digitise approximately 3 000 hours' worth of video footage of government recorded over the years. This footage is used to develop GCIS products and is shared with public and private broadcasters. Based on baselines in recent years, this agency will produce approximately 2 000 communication products in partnership with various departments and entities of government.
The GCIS will lay the foundations for a recognised, credit-bearing qualification in communications in the public sector by convening an academic symposium with at least 10 geographically representative academic institutions in partnership with the Public Administration Leadership and Management Academy, or Palama.
Chairperson, the GCIS will make one of its most important investments in 2012-13, with new headquarters in Hatfield, Pretoria, which will be ready for occupation a year from now. During the coming year, R50 million will be spent on this project, which will keep the GCIS close to clients and stakeholders while providing staff with a much-needed upgrade in facilities that are vital for morale and creative energy.
The GCIS will maintain oversight of the Media Development and Diversity Agency and ensure that the transfer payments made to this agency enables it to carry out operations in promoting local media development and diversity.
Chairperson, over the coming Medium-Term Expenditure Framework period, the expenditure is expected to increase to R417 million at an average annual rate of 4,6%, which is slightly below the projected rate of inflation. The increase is in the compensation of employees, which is projected to grow to R195,8 million over the medium-term at an average annual rate of 5,5%, in line with inflationary projections. The R19,5 million increase in expenditure on goods and services over the medium-term relates to the increased print run and production costs of Vukuzenzele, as well as lease payments in respect of a new head office.
The GCIS has taken a strategic decision to support the President and Deputy President with video and photography during their international engagements. This has led to an increase in the budget over the medium-term baseline.
Over the mediumterm the department receives additional allocations for improved conditions of service amounting to R3,5 million, R3,8 million and R4,3 million per annum respectively; and office accommodation and costs related to the new head office building to the tune of R50 million.
The GCIS udget for 2012-13 is R429 million, with the Media Development and Diversity Agency receiving an allocation of R20 million. This budget is there to ensure that citizens are fully informed about this government programme and how it can change their lives, and that they have opportunities to interact with government. This is a small price to pay for something that generates huge expectations among the people of our country and its leadership. Chairperson, another component of our work is Brand South Africa. Brand South Africa's mission is to build and manage South Africa's national brand reputation to enable it to strengthen the country's global competitiveness. During the year under review Brand South Africa succeeded in doing the following: It was in the same year that we formally changed the name of the International Marketing Council to Brand South Africa to keep it in line with its mandate. It was also in the same year, after intense consultation and research, that we managed to secure a new pay-off line, accepted and approved by all key stakeholders in our country, namely "Inspiring new ways". This is derived from the brand essence "Inspiring new and different ways". This is to ensure that we remain relevant and competitive in this dynamic global environment.
We have noted improvements in our country's perception scores based on the following Brand South Africa pillars: diversity, ubuntu, possibility, sustainability and innovation. The launch of a domestic campaign called "Play Your Part" has been a success. Play Your Part is a campaign responsible for the domestic mobilisation of South Africans, encouraging them to play their part in creating positive social change.
Amongst other achievements, the following are the highlights for the year: a 13-part TV series on SABC1 during the period from October until December 2011, showcasing ordinary South Africans doing extraordinary things; the launch of the Quality Learning and Teaching Campaign in collaboration with the Department of Basic Education with the aim of identifying underperforming schools and getting teachers and learners to play their part to improve their school's performance; and encouraging business to play their part - where Nestl adopted a school in Estcourt.
The international focus is to positively influence and shape perceptions about South Africa amongst target audiences. Being a member of the Brazil, Russia, India, China and South Africa, or Brics, grouping provides us with a platform to engage and influence. This was evident at the World Economic Forum conference in Davos, which took place in January 2012 and where South Africa was profiled as a competitive investment destination. Overall our reputation scores have improved, even on the African continent.
Chairperson, the Brand South Africa vote has been moved from the GCIS to the Presidency with effect from 1 April 2012. The Presidency will present its Budget Vote on 30 May 2012, where we will elaborate extensively on the work of this important entity.
In conclusion, Chairperson, I would like to use this opportunity to thank Deputy Minister Bapela for his impactful leadership in providing strategic guidance to the GCIS and other entities in the department. I would also like to thank the portfolio committee for its vigilance and its support for the work of this important institution of government. I would also like to thank the chief executive officer and his team, the management and staff of the GCIS, for the sterling work performed in a very dynamic, challenging and, at times, under-resourced environment.
Eight days from now, on 18 May, we will mark 14 years since the GCIS was formally launched, and we can look back with pride on the achievements of this department.
I commend this budget to this House in the interest of telling the new story of South Africa and to fulfil what President Zuma said in his state of the nation address, and I quote: The defining feature of this administration will be that it knows where the people live, understands their needs and responds faster. Government must work faster, harder and smarter.
I thank you, Chairperson. [Time expired.] [Applause.]