The recent announcement by the Free State Provincial Government welcoming the appointment of Mpho Sikisi as the new Spokesperson and Media Liaison to the Premier marks what many in the local media sector hope will be the beginning of a more constructive and transparent relationship between government and the media.
Effective communication between government and the public is not merely about press statements and media briefings. It is about trust, openness and a shared understanding that the media serves as a bridge between leadership and the citizens they serve. When that bridge is strong, service delivery efforts are better understood, government successes are communicated effectively and shortcomings are addressed with honesty and urgency.
In recent years, the communication environment around the Office of the Premier has at times been overshadowed by controversy. The tenure of former spokesperson Matshediso Setai unfolded against the backdrop of allegations and legal battles that often placed the Office of the Premier at the centre of public scrutiny.
Among the issues widely reported were allegations of a forged letter linked to a request for funding for a Content Creators Colloquium, a matter which raised serious concerns about governance and accountability. Setai has denied the allegations, describing them as politically motivated. In addition, there has been a legal challenge surrounding a R4.3 million settlement related to a previous employment matter at the national Department of Transport.
Beyond these matters, tensions with sections of the media further complicated the communication landscape. Some media organisations raised concerns about interference with editorial independence and attempts to influence coverage of the Premier’s office. Whether perceived or real, such tensions inevitably create an environment where trust between the media and government becomes strained.
When a spokesperson is constantly navigating legal disputes and stakeholder conflicts, it becomes difficult for the office they represent to maintain a clear and credible communication channel with the public. The Office of the Premier is a critical institution in the governance of the province and its public image must remain beyond reproach. Controversies that surround individuals within that office can easily cast a shadow over the broader work of government.
It is within this context that the appointment of Mpho Sikisi offers a moment of renewal.
Premier MaQueen Letsoha Mathae deserves recognition for considering a candidate whose professional background includes experience as a broadcaster. That experience matters. A communicator who has worked within the media space understands the pressures, realities and challenges that journalists and broadcasters face daily.
Such insight is invaluable. It means understanding deadlines, respecting editorial independence and appreciating the vital role community and local media play in informing citizens across towns, townships and rural communities.
Local media houses in the Free State, particularly community radio stations and independent platforms, remain among the most trusted channels through which citizens receive information about government programmes and service delivery. These platforms also carry the voices of communities when services fail or when residents demand accountability.
For that reason, the relationship between the Office of the Premier and the media must be built on partnership rather than suspicion.
A spokesperson who understands both governance and broadcasting is well positioned to help strengthen that partnership. Effective communication can assist government in explaining its policies, programmes and interventions while also acknowledging the real challenges communities face on the ground.
When communication is honest and collaborative, it becomes a tool that supports service delivery rather than merely defending it.
As the new spokesperson steps into this role, many in the local media fraternity will be hoping for a fresh start. A working relationship built on mutual respect, open engagement and shared commitment to informing the public will benefit not only the media and government but the people of the Free State themselves.
The task ahead is significant, but it also presents an opportunity. With the right approach, the Office of the Premier can strengthen its connection with communities and ensure that government communication truly serves the public interest.
The media stands ready to play its part. The hope now is that this new chapter will usher in a period of stronger cooperation, transparency and meaningful engagement between government and the platforms that carry its message to the people.
Duncan Sinthumule is writing on his personal capacity.
