Note to members:
This document has been accepted by the ExCo, and we propose for it to be voted on by membership at the 2025 AGM. We present it here as a working document until then. Any feedback can be shared with the ExCo, or brought to the AGM for discussion.
SACOMM ADVOCACY AND PUBLIC COMMUNICATIONS STRATEGY:
Presented by: Chikezie E. Uzuegbunam (Chair, Communications Advocacy and Activism Stream)
Purpose and Scope:
The South African Communications Association (SACOMM) is a professional body that represents academics from around southern Africa working in media, journalism, communications and related fields. SACOMM’s cardinal objectives include, among others, to provide a forum to promote communication research, collaboration, and debate among media and communication practitioners, the industry, academics, and students; to promote networking and academic debate; and to facilitate professional communication practice in Southern Africa. SACOMM aims to uphold the principles of human rights and non-discrimination through our core values.
The purpose of this SACOMM Advocacy and Public Communications Strategy is to set out under what conditions, values, and processes we make and disseminate public statements about issues that are relevant to us as an association; issues affecting our field and members, and broader issues to which communication and media is central; embedded within a society that is in dire need of our intervention, activism and advocacy when the occasion demands. Such SACOMM statements will ideally aim to reflect our critical position on any of such relevant issues. Such SACOMM statements may respond to global, regional, and local issues.
Topics on which SACOMM could issue public statements:
- Pedagogy and research practice in our field
- Government policy and regulation with relation to media, comms, journalism etc
- Media and communicative dimensions of other political, social, economic, cultural issues
- Media and communicative dimensions of human rights issues
- Safety of journalists, media workers and academics.
Statements can be reactive or proactive, meaning that they can either be made as a response to an ongoing issue or they can be made in lieu of an issue that is yet to take place but is pivotal to the field or our members.
Are there specific issues on which we may not make statements?
We should consider “South Africa” as the boundary for what we can and cannot comment on. Where it is a global issue, we would consider the relevance of South Africa to it (or vice versa) and this has to be clearly and carefully articulated.
Audience Identification:
SACOMM statements will typically be addressed to the general public, but with specific focus on critical public spheres, including government, civil society, policymakers, the media, and also SACOMM members.
The statements would ideally be distributed via various channels, including SACOMM website, SACOMM mailing list, social media, press/media releases, affiliate/cognate media organisations such as SANEF, etc.
Guiding Principles:
SACOMM public communication and advocacy statements are made within the context of our core and guiding principles and ethos, including human rights advocacy, non-discrimination, ethical integrity, collaboration and respect, representation and inclusivity.
The idea is that as we strive to uphold these values, we also prioritise making a meaningful impact in the field of field of media, communications, and journalism and champion a culture of respect and equality in our community.
Process for Issuing Statements:
It is important that we consider the process for creating and approving public statements.
- Statements can originate from various SACOMM streams, from individuals or from SACOMM ExCo. Individual members must be current member in good standing.
- It is preferable that requests for statements include multiple voices in order to accurately represent the range of opinions held by SACOMM members.
- Upon receiving requests for statements, the SACOMM ExCo will evaluate whether the subject or issue in question should be pursued further.
- Subsequently, if the ExCo determines that the matter is deserving of further action, requesters may be asked to provide a written statement to the ExCo for evaluation.
- ExCo can thereafter verify the accuracy and validity of the statements.
- ExCo may circulate the message to SACOMM members for endorsements, which can be in the form of a vote, depending on the sensitivity and complexity of the proposal.
- If ExCo unanimously supports the proposed statement, it is disseminated without being put to a vote by members. If no unanimous consensus is reached, we convene an ad-doc committee to meet and deliberate on the feasibility of the statements.
In the end, it is the duty of the SACOMM Executive Board to determine whether to officially support or disseminate a statement. After receiving approval, statements can then be formally disseminated through various platforms, and translations can be made if required.
Content Elements:
Proposals or requests for statements may be submitted with the following elements covered:
- Context: Briefly explain the issue or event.
- Position: Clearly state SACOMM’s stance or viewpoint.
- Rationale: Provide evidence or reasoning behind the position.
- Call to Action: Suggest actions or solutions.
- Contact Information: Include relevant SACOMM contacts for further inquiries.
Engagement with Media and Stakeholders:
We do not intend to actively engage with the media and other stakeholders in the event of SACOMM statements being released. If the media requests to talk with SACOMM further on any matter, ExCo can determine whether or not to accommodate this.
Monitoring and Evaluation:
SACOMM may not monitor the impact of statements made. The chair of the Communications Advocacy and Activism stream in consultation with the president and vice president shall ensure that an archive is kept on our website in case an ad-hoc assessment of statements is required.
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