By Lebone Rodah Mosima
Deputy cooperative governance minister Dickson Masemola has warned that trust in government has fallen to 36%, and told municipal communicators they must be “at the tip of the spear” with proactive messaging as misinformation spreads fast.
Masemola was speaking at the 9th SALGA National Communicators’ Forum at the Cape Town International Convention Centre.
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He cited the Edelman Trust Barometer for 2024/2025, which he said showed trust in government at 36%, “which represents 7% trust growth from the previous 29% in 2024”.
He also referenced the South African Social Attitudes Survey released in July 2025, saying it showed declining trust between public institutions and society.
“We need communication that is proactive, strategic and anticipatory, communication at the tip of the spear,” Masemola said. “This means framing issues early, addressing concerns honestly, and managing crises transparently before speculation takes root.”
Masemola said that honesty and transparency must replace “spin-doctor information”.
“Silence breeds suspicion. Half-truths breed cynicism,” he said, adding: “Transparency builds credibility.”
He said the Government Communication and Information Systems (GCIS) provides policy guidance to ensure “coordinated, honest, proactive, evidence based, direct communication” across government.
Quoting the Constitution, he said: “There is no government that can claim authority unless it is based on the will of the people,” and added that government performance should be judged not only by official reports but by citizen feedback.
Masemola linked the communications push to President Cyril Ramaphosa’s call for 2026 to be a decisive year for local government. “We are meeting today when His Excellency President Ramaphosa has declared the year 2026, as the crucial year to Fix Local Government and transform the economy,” he said.
With the 2026 municipal elections approaching, Masemola urged communicators not to deny failures but to communicate progress where it exists.
“We must not deny the challenges facing some municipalities. But we must also ensure that progress is recognised,” he said. “Our responsibility is to communicate the full picture, challenges honestly and achievements confidently because if we do not tell our story, others will tell it for us.”
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“Communication is not about image management. It is about legitimacy. It is about participation. It is about accountability,” he said, calling for “ethical communication, radical transparency and citizen-centred engagement” to rebuild trust and ensure communities “feel heard, respected and included”.